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UNIVERSITY  OF  ILLINOIS  LIBRARY  AT  URBANA  CHAMPAIGN 


Digitized  by  the  Internet  Archive 
in  2017  with  funding  from 

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“A\'hat's  tlie  gootl  ot  unknown  good” 


Fowlers 

Publicity 


An  Encyclopedia  of  Adver- 
tising and  Printing,  and  all 
that  pertains  to  the  Public- 
Seeing  Side  of  Business 
By  Nath’l  C.  Fowler,  Jr. 


New  York 

Publicity  Publishing  Company 
1897 


Copyright,  1897,  by  Nath’l  C.  Fowler,  Jr. 


Press  work  and  typography  by 
The  Barta  Press,  Boston. 

Electrotype  plates  made  by 
C.  J.  Peters  & Son,  Boston. 

Lithography  by 

Donaldson  Brothers,  New  York, 

George  S.  Harris  & Sons,  New  York, 
Linder,  Eddy  and  Clauss,  New  York, 

G.  H.  Buek  & Co.,  New  York, 

Gies  & Co.,  Buffalo. 

Paper  by  the 

Peter  Adams  Paper  Co.,  New  York. 

Type  made  by 

American  Type  Founders’  Co.,  New  York, 

Engraving  by  the 

Gill  Engraving  Co.,  New  York. 

Ink  by 

George  II.  Morrill  & Co.,  Boston. 

Binding  by 

Ephraim  Adams  & Co.,  Bostoft. 


NOTICE 


AT  LEAST  ONE  OF  THE  EDGES  OF  THIS 
MAGAZINE  HAS  BEEN  LEFT  UNTRIMMED, 
BECAUSE  OF  AN  EXTREMELY  NARROV7 
MARGIN, 

HERTZBERG-NEW  METHOD,  INC. 


Oom^"  -1'  ^ ^ ''f  1 1 7 S ’ ' ' G OO 


lo  S ~ 


A Word  at  the  Start 


What  the  writer  thinks  he  knows 

What  he  knows  about  what  others  know 
Is  yours 


A life  of  study 
In  advertising  work 
Revealed  in  ink 


3 


A ckno  wledgments 


“ Credit  to  credit  ” 


The  writer  is  under  obligations  to 

Louis  Barta,  ol  the  Barta  Press,  of  Boston,  who  placed  the  facilities  of  his  modern 
establishment  at  the  writers  disposal. 

General  Manager  Nelson  and  Advertising  Manager  Bullen,  of  the  American  Type 
Founders’  Company,  for  invaluable  suggestions. 

Joseph  W.  Phinney,  manager  of  the  Boston  branches  ofthe  American  Type  Founders’ 
Company,  for  expert  advice  on  t3’pographical  dress  and  display. 

The  American  T^^pe  Founders’  Company,  and  all  its  branches,  tor  making  the  best 
of  type,  and  the  most  eftective  of  faces.  All  the  type  and  borders  used  in  this  book  are 
made  by  this  company,  and  the  completeness  of  Fowler’s  Publicitv  would  have  been 
impossible  without  its  product. 

Donaldson  Brothers,  George  S.  Harris  & Sons,  Linder,  Eddy  & Clauss,  G.  II.  Buck 
& Co.,  of  New  York  City,  and  Gies  & Co.,  of  Buffalo,  for  the  attention  given  to  the 
work  on  the  pages  illustrating  lithograph^'. 

G.  II.  Buck,  of  New  York,  America’s  authority  on  lithograph}’,  for  valuable  advice 
and  indispensable  suggestions. 

Charles  Brewster,  of  the  Peter  Adams  Paper  Company,  of  New  York,  for  practical 
paper  points,  which  added  much  to  the  surface  appearance  of  Fowler’s  Publicity. 

Ephraim  Adams  & Co.,  Boston,  for  successfully  handling  a most  complicated  work 
of  binding. 

Charles  L.  Dunton,  superintendent  of  the  Barta  Press,  for  practical  and  technical 
suggestions,  and  for  his  personal  attention  to  ever}'  detail  ofthe  mechanical  work. 


Explanation 

“ There  is  need  of  it  ” 

Fowler’s  Publicity  is  intended  to  cover  the  broad  world  of  wide  publicity. 

It  is  divided  and  sub-divided  for  the  reader’s  convenience. 

Every  department  is  calculated  to  be  suggestive  and  beneficial  to  every  one  of 
every  class. 

No  one  department  must  be  considered  as  complete,  but  should  be  read  in  connec- 
tion with  the  other  departments.  For  instance,  the  department  confined  to ‘‘ Fuel  ” 
particularizes  the  fuel  interests,  and  yet  every  department  in  the  book  has  a direct  or 
indirect  bearing  upon  this  industry. 

The  reader  must  not  consider  that  his  interest  lies  only  in  a department  classified 
under  the  name  of  his  business. 

The  value  of  the  book,  if  an3:,  is  in  the  whole  of  it,  not  in  an}^  one  part. 

The  writer  intended  that  each  department  should  be  of  interest  to  every  spreader 
of  ever}'  kind  of  ink. 


Unbiased 


“ Justice  to  whom  justice  belongs” 

The  man}'  advertising  schemes  and  books,  run  for  revenue  only,  and  honey- 
combed with  disguised  and  undisguised  paid  matter,  necessitate  the  formal  announce- 
ment that  this  work  is  entirely  unbiased  and  unsubsidized. 

Every  word  in  the  text  is  in  the  interest  of  the  reader,  absolutely,  and  every  speci- 
men of  advertising  and  printing,  whether  of  fictitious  name  or  not,  is  not  paid  for 
directly  or  indirectly. 

The  writer  is  not  connected  with  any  business  of  judgment-corruption. 

The  contents  of  this  book  are  as  untrammeled  by  subsidy  or  bias  as  is  any  work 
on  astronomy  or  other  scientific  subject. 

The  “ Dictionary  ” departments  contain  matter  for  which  a merely  nominal  rate 
has  been  paid,  as  it  seemed  inadvisable  to  open  these  departments  to  an3'body  and 
everybody,  and  it  is  obvious  had  they  been  free  that  they  would  have  been  over- 
crowded with  matter. 


Order  of  Departments 

“ For  all  these  things 
And  more  are  there  ” 


A Word  at  the  Start 

Without  apology  .............  3 

Acknowledgments 

Just  credit  to  those  who  deserv'e  it  .........  . 4 

Explanation 

It’s  needed  — so  be  it  . . . . . . . . . . . . 5 

Unbiased 

A plain  statement  of  fact  ............  6 

Comprehensive  Index 

Alphabetically  arranged  ...........  27 

History  of  Publicity 

Only  the  concentrated  essence  of  it  . . . . . . . . . . 29 

Probable  Proverbs 

Some  lines  of  profitable  originality,  briefly  framed  and  tersely  stated  . . . . 35 

Great  Successes 


Original  and  exclusive  articles  on,  “ How  We  Made  Advertising  Pay,”  or  “ What 
We  Think  Constitutes  Successful  Publicity,”  by  the  leading  business  men  of  the 
great  civilized  nations,  who  have  been,  and  are,  advertisers  and  users  of  printing, 
and  who  give  printers’  ink  proper  credit  for  their  successes.  This  department 
presents,  for  the  first  time,  personally  written  reasons  of  success,  and  not  inter- 
views — carefully  and  individually  prepared  chapters  of  fact,  not  theory  — indi- 
vidual and  composite  tried  and  proven  methods  of  profit,  and  plain,  blunt,  and 
uncolored  expressions  of  what  is,  and  what  should  be  done  with,  every  class  of 
publicity.  The  articles  are  from  the  makers  and  owners  of  profitable  trade, 
and  illustrate  every  department  of  business,  from  the  great  international  and 


7 


8 


FOWLER'S  PUBLICITY 


foreign  advertiser  to  the  representative  retailer,  including  nearly  all  of  the 
great  general  advertisers  of  this  country,  the  representative  advertisers  of  the 
world,  and  the  conservative  merchant  and  manufacturer,  altogether  presenting 
the  opinion,  advice,  and  experience  of  men  representing  a combined  capital  and 
investment  estimated  at  Six  Thousand  Millions  of  Dollars,  and  a gross  annual 
business  of  Three  Thousand  Millions  of  Dollars.  ......  43 

Great  Successes,  Index 

Names  of  writers  alphabetically  arranged  ........  228 

About  Paper 

The  different  kinds  of  stock.  Their  adaptability  .......  230 

About  Ink 

What  ink  to  use,  and  the  proper  combination  of  colors  ......  232 

Proxy  Reading 

The  systematic  reading  of  periodicals  .........  233 

Mail  Advertising 

The  best  methods  of  distributing  advertising  matter  through  the  mails,  and  information 

of  vital  importance  ............  234 

Postal  Cards 

How  best  to  print  and  use  them  ..........  236 

Copyrights 

What  they  are,  and  the  protection  they  give.  Simple  directions  for  obtaining  them  . 238 

Trade-Marks 

The  trade-mark  law  translated  into  simple  English  .......  241 

Wood  Engraving 

What  it  is,  and  where  it  should  be  used.  Approximate  costs  of  drawing  and  engraving  244 

Photo-Engraving 

Its  value  as  compared  with  wood  engraving.  When  it  is  as  good,  and  when  it  isn’t. 
Illustrated  with  specimens  of  photo-engraving,  with  definite  directions  on  the 
kind  of  engraving  necessary  for  each  class  of  work.  Tlie  approximate  costs  of 
drawing  and  engraving  . . . . . . . ...  . . 246 

Half-Tones 

When,  and  where,  to  use  this  class  of  work.  Illustrated  with  examples  of  the  coarse 

and  the  fine,  with  approximate  costs  .........  249 


ORDER  OI'  DEPARTMENTS 


9 


Steel  Engraving 

What  it  is.  When  to  use  it.  What  it  costs  ........  254 

Copper  Engraving 

When  it  can  l)e  used  instead  of  steel  engraving.  Its  relative  cost  ....  256 

Embossing 

What  it  is  adapted  to  ............  258 

Bookkeeping 

Illustrated  forms  and  suggestions  of  simple  methods  of  keeping  advertising  accounts, 

and  of  checking  advertisements  ..........  260 

How  Not  To  Advertise 

The  affirmative  value  of  avoiding  negatives  . . . . . . . . 264 

Windows 

Suggestions  on  window  dressing.  How  to  make  the  window  a paying  advertisement. 

How  not  to  be  too  artistic  ...........  266 


Testing  Advertising 

Some  of  the  tests,  and  what  they  are  good  for  ........  273 


Practicable  Publicity 

Illustrated  with  reproductions  of  best  one  hundred  advertisements  of  best  one  hundred 
advertisers,  selected  with  discrimination,  presenting  one  hundred  styles  of  positive 
successes,  all  tried  in  the  crucible  of  public  opinion,  and  not  found  wanting.  Each 
calculated  to  be,  in  the  opinion  of  the  advertiser,  the  best,  or  one  of  the  best,  he 
has  used.  These  specimens  are  not  paid  for,  and  are  selected  wholly  for  the 
reader’s  benefit  ............  275 


Trades  Specifically 

Definite  advice  and  suggestions  on  the  successful  conduct  of 
following  lines  of  business  : ...... 


Agricultural  Implements 

Architecture 

Art 

Auctioneering 

Baking 

Banking 

Banks,  National 

Banks,  Savings 

Barber  Shops 

Bicycles 

Blacksmiths 

Bonnets 

Books 

Boots 

Caps 


Carpets 

Carriages 

Catering 

Cigars 

Clocks 

Clothing,  Custom 
Clothing,  Ready-made 
Coal 
Coffee 

Confectionery 

Crockery 

Cutlery 

Dental 

Department  Stores 
Doctors 


Drama 

Dressmaking 

Drugs 

Dry  Goods 

Electrical 

Engraving 

Excursions 

Expressing 

Fancy  Goods 

Fish 

Fishing  Tackle 

Five-Cent  Goods 

Floral 

Flour 

Fruit 


advertisinti  for  the 

O 

301 


Fuel 

Furnaces 

Furniture,  Household 
Furniture,  Office 
Furs 

Gas  Fitting 

Gentlemen’s  Furnishing 
Goods 
Glass 
Gloves 
Grain 
Groceries 
Guns 
Hardware 
Harness 


lo  FOWLER’S  PUBLICITY 


Hats 

Masonry 

Men’s  Outfitters 

Real  Estate,  Country 

Stone 

Hay 

Real  Estate,  Suburban 

Stoves,  Coal 

Heating,  Hot  Water 

Milk 

Recreation 

Stoves,  Gas 

Heating,  Steam 

Millinery 

Restaurants 

Stoves,  Oil 

Horse-shoeing 

Modistes 

Revolvers 

Straw 

Hotels,  Beach 

Music 

Safes 

Tailoring 

Hotels,  City 

Nurseries 

Schools 

Tea 

Hotels,  Country 

Oil  Stoves 

Seeds 

Ten-Cent  Goods 

Hotels,  Mountain 

Optical 

Sewing  Machines 

Teaching 

Inner  Man 

Organs 

Shoes 

Theatrical 

Insurance,  Accident 

Paint 

Sporting  Goods 

Tin 

Insurance,  Fire 

Painting 

Stables 

Tobacco 

Insurance,  Life 

Paper  Hanging 

Stationery 

Toys 

Jewelry 

Photography 

Steamers,  Coastwise 

Transportation 

Kitchen  Goods 

Physicians 

Steamers,  Excursion 

Trimmings 

Lamps 

Pianos 

Steamers,  Lake 

Undertaking 

Laundries 

Plumbing 

Steamers,  Ocean 

Variety  Stores 

Law 

Powder 

Steamers,  River 

Wagons 

Lumber 

Printing 

Steam-fitting 

Wheelwrighting 

Marble 

Markets 

Railroads 

Real  Estate,  City 

Stenography 

Wood 

General  Advertisers 


What  they  are,  and  how  they  advertise.  The  extent  of  their  expenditure 

Local  Advertisers 

How  they  differ  from  general  advertisers.  The  principles  of  their  success 

The  Advertising  Agent 

His  true  position  in  the  economy  of  general  advertising.  The  real  agent,  and  the 
agent  in  name  only.  How  to  use  him  to  the  best  advantage  .... 

Advertising  Solicitors 

The  questions  to  ask  them  ........... 


Circulation 

The  quantity  and  quality  of  readers.  The  relative  value  of  local  and  general  circula- 
tion ............... 

Rates 

The  low,  the  equitable,  and  the  exorbitant  advertising  rate.  Tlie  true  basis  of  charges 

Continuity 

The  necessity  of  continuous  and  persistent  advertising.  The  economy  of  always  being 
in  the  buyer’s  eye  ............ 

Magazines 

What  they  are,  and  what  they  are  good  for.  Who  reads  them,  and  who  does  not  read 
them.  Their  value  as  general  advertising  mediums.  Illustrated  with  good  and 
bad  forms  of  magazine  advertisements  ........ 


ORDICR  OF  DFI’ARTMENTS 


II 


Great  Weeklies 

Where  they  jjfo,  and  the  class  of  readers  tliey  reach.  How  to  make  them  profitable. 

Illustrated  with  appropriate  and  inappropriate  forms  of  advertisements  . . . 378 

Great  Dailies 

Their  position  in  the  advertising  field.  What  they  cover,  and  how  best  to  use  them. 
Illustrated  with  unprofitable  forms  of  daily  paper  advertisements,  supplemented 
with  those  which  can  be  seen  and  will  be  read  .......  384 

Local  Dailies 

Their  value  as  local  and  general  advertising  mediums  discussed.  Illustrated  with  good 

and  bad  forms  of  local  advertisements  ........  390 

Local  Weeklies 

The  papers  near  the  people’s  hearts.  How  they  can  be  used  locally  and  generally. 

Illustrated  with  successful  and  unsuccessful  forms  of  advertisements  . . . 396 

Cooperative  Papers 

What  they  are,  and  the  truth  about  them.  Their  importance,  and  what  and  how  to  ad- 
vertise in  them  .............  402 

Agricultural  Press 

Its  general  character.  Its  value  as  a general  advertising  medium.  Illustrated  with 

forms  of  advertisements  particularly  adapted  to  agricultural  readers  . . . 406 

Religious  Papers 

Their  general  character.  The  class  they  reach.  The  style  of  advertisements  best 
suited  to  their  columns.  Illustrated  with  inappropriate  forms  of  advertisements, 
re-written  and  re-set  as  they  should  be  .......  . 409 

Trade  Papers 

The  intrinsic  value  of  the  real  trade  or  commercial  paper.  The  uselessness  of  bound 
circulars  masquerading  as  general  publications.  Illustrated  with  examples  of  ad- 
vertisements calculated  to  make  business  paper  advertising  pay  better  than  it  does  414 

Fashion  Papers 

Their  character,  and  what  they  are  good  for.  Illustrated  with  specimens  of  fashion 

announcements  . . . . . . . . . . . . .421 

Educational  Papers 

How  they  can  be  used  for  general  as  well  as  for  specific  advertising.  Illustrated  with 

good  and  bad  forms  of  advertisements  ........  424 


12 


FOWLER’S  PUBLICITY 


Foreign  Papers 

The  position  occupied  by  American  papers  printed  in  foreign  languages  . . . 428 

Professional  Papers 

The  sensible  and  over-technical  advertisements.  How  to  be  progressive  and  yet  not 
outrage  ethical  propriety.  Illustrated  with  progressive  forms  of  professional 
announcements  .............  430 

Financial  Papers 

A discussion  of  the  best  methods  of  advertising  in  them,  with  appropriate  illustrations  . 434 

Musical  Papers 

How  best  to  use  them.  How  to  avoid  conventional  cards.  Illustrated  with  good 

examples  of  professional  advertising  .........  437 

Secret  Papers 

The  quantity  and  quality  of  the  Fraternity  Press  .......  439 

Firm  Papers 

About  issuing  readable  papers  of  your  own  ........  441 

Useless  Mediums 

The  hundreds  of  publications  running  on  the  reputation  that  has  passed.  How  to  tell 

them  ..............  443 

Free  Mediums 

The  proof  that  something  for  nothing  is  not  business.  A money-saving  discussion  . 446 

Proofs 

Directions  for  proof  correcting  that  everybody  can  understand.  Illustrated  . . 448 

Puffs 

Their  value,  and  how  to  write  them.  Suggestions  on  making  them  newsy.  The  good 

puff  and  the  bad  puff.  Illustrated  with  130  examples  of  reading  notices  . . 454 

Harmony 

The  strength  of  the  whole  is  in  the  harmonv  of  the  parts.  The  relative  position  adver- 
tising occupies  in  the  conduct  of  business  ........  466 

Profitable  Singleness 

The  goodness  of  oneness.  Points  on  one  thing  at  a time  ......  468 

Price  Advertising 

How  to  advertise  prices.  Illustrated  with  good  and  bad  forms  of  advertisements  . 470 


ORDER  OF  DEPARTMENTS  13 

Employers 

Some  modestly  presented  sunLfestions  to  tlie  heatls  of  business  .....  473 

Employes 

Tlieir  advertising  value.  I low  to  make  them  harmonize  with  the  advertising  . . 478 

The  Drummer 

How  he  can  help  advertising,  and  how  advertising  can  help  him  ■ . . . . 482 

Simplicity 

The  art  and  sense  of  it.  Illustrated  with  examples  of  sense  and  nonsense  . . . 485 

Novelties 

When  they  can  be  used  to  advantage,  and  how  not  to  overuse  them  ....  488 

Openings 

The  opening  days,  and  how  best  to  make  them  pay  .......  492 

Bargain  Counters 

Suggestions  for  their  arrangement.  How  to  make  them  harmonize  with  the 

advertising  .............  494 

Indoor  Signs 

The  use  of  ornamental  and  plain  cards  and  signs  for  interior  use.  Illustrated  with 

examples  of  ornamental  and  plain  lettering  .......  496 

Interiors 

Suggestions  on  how  to  dress  the  store  .........  499 

Signboards 

How  to  paint  them,  and  where  to  put  them.  What  to  say  on  them.  Illustrated  with 

good  and  bad  wording  for  signboards  ........  501 

Prizes 

The  use  and  abuse  of  prize-offering  in  advertising  .......  505 

Desultory 

A fearless  and  uncompromising  expose  of  fraudulent  advertising  mediums.  Advice 

and  suggestions  of  money-saving  moment  ........  507 

Electrotypes 

How  to  tell  good  electrotypes  from  bad  ones.  How  they  are  made,  and  how  to  use 

them.  The  approximate  costs  of  electrotypes,  singly,  and  in  quantities  . . 509 


H 


FOWLER’S  PUBLICITY 


Stereotypes 

When  and  where  they  take  the  place  of  electrotypes.  Their  relative  cost  . . . 515 

Personal  Publicity 

Advertise  the  goods  yon  sell,  not  those  who  sell  them  . . . . . .517 

Good-Will 

The  something  about  advertising  that  nothing  can  take  away.  The  everlasting  inertia 

and  value  of  persistent  publicity  . . . . . . . . . .520 

Appearances 

The  intrinsic  value  of  presentation.  The  proper  regulation  of  the  pnblic-seeing-side  of 

business  . . . . . . . . . . . . . .522 

Sales  and  Sellers 

Some  selling  suggestions  . . . . . . . . . . . .524 

Free  Samples 

How  to  give  away  things,  and  how  not  to.  The  use  and  abuse  of  something  for 

nothing  ..............  527 

Necessity 

Why  the  maker  and  distributer  must  advertise  for  the  mutual  benefit  of  himself  and  the 

retailer  ..............  530 

Conventionality 

The  tested  old  may  be  better  than  the  untried  new  . . . . . . *53^ 

Directories 

The  legitimate  and  the  illegitimate  directory.  How  to  discriminate.  How  to  write 

a directory  advertisement.  Illustrated  with  good  and  had  forms  of  advertisements  534 

Humor 

The  danger  of  being  too  funny.  A great  deal  about  disgusting  tlie  public.  Illustrated 

with  good  and  bad  forms  of  humorous  advertisements  .....  53® 

Technics 

An  unprofessional  explanation  of  the  technical  terms  used  by  printers  and  advertisers  . 544 

Words  of  Others 


A collection  of  quotations,  from  famous  authors,  for  use  in  advertising 


547 


ORDER  OF  J)EPARTMENTS 


15 


Religious  Publicity 

The  practicability  of  Christianity.  Tlie  business  side  of  Cburch  management.  How 
to  fill  the  Church  and  keep  it  full.  The  adaptability  of  advertising  to  the  proper 
spreading  of  the  Gospel  . . . . . . . . . . -551 

Biblical  Publicity 

The  verses  in  the  Bible  pertaining  to  publicity  ........  558 

Poetical  Publicity 

The  danger  of  versification.  When  not  to  use  it,  and  when  to  use  it.  Illustrated  with 

O 

examples  of  the  good  and  the  bad  .........  561 

Notices 

The  announcement,  and  how  to  make  it.  Illustrated  . . . . . .566 

On-the-Fence 

What  to  paint  upon  fences.  Illustrated  with  forms  of  fence  and  roadside  painting  . 569 

Dull  Times 

Suggestions  on  out-generaling  competition.  The  best  method  of  taking  advantage  of 

the  dull  times.  Illustrated  with  convincing  forms  of  advertisements  . . . 573 

Sensational  Publicity 

Non-disgusting  exaggeration.  A discussion  of  this  important  branch  of  advertising, 
which  need  not  be  overdone,  although  it  generally  is.  Illustrated  with  examples 
of  sensational  headlines  and  introductions  . . . . . . . -578 

Children 

Suggestions  on  advertising  adapted  to  the  little  ones.  Illustrated  with  successful  forms 

of  advertisements  . . . . . . . . . . . .581 

Outdoor  Men 

Something  about  sandwich  men,  and  portable  outdoor  signs.  Illustrated  with  good 

forms  ..............  583 

Common  Phrases 

What  they  are,  and  how  to  avoid  them.  Illustrated  with  examples  of  the  unprofitable 

use  of  over-conventional  and  unprofitable  expressions  ......  586 

Names 

The  naming  of  commercial  commodities.  The  appropriate  and  the  unappropriate  title. 

Illustrated  .............  589 


i6 


FOWLER’S  PUBLICITY 


Firm  Signs 

Illustrated  suggestions  on  styles  of  store-sign  lettering  ...... 

Programs 

What  to  advertise  in  them,  and  what  to  sav.  Illustrated  with  good  forms  of  program 
adv'ertisements  ............. 


Stereopticons 

I low  to  write  a stereopticon  advertisement,  and  how  not  to  overwrite  it.  Illustrated 
with  examples  of  stereopticon  display  ......... 

Out-of-Season  Publicity 

The  advantage  of  preliminary  advertising.  How  to  familiarize  the  reader  with  the  goods 
he  will  want  by  and  by.  Practically  illustrated  ....... 

Street-Cars 

The  value  of  street-car  publicity.  How  to  write  .a  street-car  advertisement  that  people 
can  read  and  will  read.  Illustrated  with  appropriate  and  inappropriate  forms  of 
street-car  cards  ............. 


Good  and  Bad  Barkers 

Vocal  publicity,  and  the  good,  and  the  bad,  of  it  ......  . 

Fifty  Lessons 

Reproductions  of  fifty-one  genuine  advertisements,  with  fictitious  names  attached 
representing  the  usual  unprofitable  style  of  writing  and  display.  Each  advertise- 
ment accompanied  with  the  same  advertisement  re-written  and  re-set,  following  the 
modern  styles  of  composition,  with  explanations  of  the  good  and  bad  points  of  the 
illustrations,  altogether  presenting  kindergarten  studies  adapted  to  every  line  of 
business  .............. 


Doing  Your  Own  Printing 

The  advantages  and  disadvantages  of  maintaining  your  own  printing  otfice 

City  Publicity 

Ways  of  reaching  city  folks.  How  to  make  advertisements  distinctive.  Illustrated 
with  good  forms  of  city  advertising  ......... 

Country  Town  Publicity 

Suggestions  to  the  country  merchant  on  local  advertising.  How  to  make  advertise- 
ments give  reputation  and  more  business.  Illustrated  with  headlines  and  intro- 
ductory paragraphs  ............ 


ORDER  OF  DEPARTiMENTS 


Keep  on  the  Line 

The  (lanoer  of  plunging.  An  urguinentative  chapter  on  safety  ..... 

Desks 

It’s  business  use  ............. 

Addressing  and  Mailing 

What  it  is,  and  liow  best  to  use  it.  Its  cost,  and  its  advantages.  Illustrated 

Lithography 

A simple,  intelligible,  and  comprehensive  description  of  what  it  is,  and  the  process  of 
producing  lithographs  ........... 

The  Use  of  Lithography 

Its  intrinsic  value  in  successful  advertising.  What  it  costs.  How  to  use  it  to  best  ad- 
vantage.  How  many  printings  are  necessary  ....... 

Lithographic  Stationery 

The  use  of  stone  engraving  for  commercial  stationery.  When  it  should,  and  should 
not,  be  used  ............. 


Lithography  Illustrated 

The  “ building  of  the  lithograph  ” — pictures  of  progressive  proofs  in  colors,  showing  the 
several  stages  of  engraving  and  printing,  from  the  keystone  to  the  finished  result. 
Practical  specimens  of  the  principal  classes  of  color  work.  ( Illustrations  of  litho- 
graphic stationery  appear  in  the  department  of  “ Banks  and  Bankers  ”) 

Sacrilegious  Advertising 

Its  danger,  and  how  to  avoid  it  .........  . 

Success  in  Unsuccess 

A unique  and  original  discussion  of  profitable  paradoxes  ...... 

The  Advertising  Manager 

His  necessity  in  the  economy  of  advertising  ........ 

Boards  of  Censors 

The  advantage  of  an  organized  method  for  determining,  in  advance,  the  effect  of  the 
advertising  upon  the  public  .......... 


i8 


FOWLER'S  PUBLICITY 


Wrappers 

The  advertising  value  of  wrapping  paper.  How  to  print  it  ....  . 699 

Holidays 

About  Cliristmas  advertising.  How  to  make  money  by  being  philantliropic.  Illus- 
trated with  forms  of  holiday  advertisements  .......  yoo 

Blind  Publicity 

The  danger  of  mystery.  The  advantages  of  clearness  ......  707 

Politeness 

Its  importance  in  publicity  ............  709 

Facsimile  Handwriting 

How  to  use  it  successfully  . . . . . . . . . . . .711 

Headlines 

The  lonff  headline  and  the  short  headline.  The  good  headline  and  the  bad  headline. 

o O 

Illustrated  with  examples  . . . . . . . . . . .712 

Business  Letters 

A discussion  of  this  method  of  advertising  . . . . . . . . .716 

Saleswomen 

What  they  can  do  for  advertising  . . . . . . . . . .718 

Women 

The  buyers  of  everything.  How  to  win  them  to  vour  side,  and  keep  them  there.  How 
best  to  reach  the  men  through  them.  A discussion  of  money-making  importance. 
Illustrated  with  a series  of  advertising  forms,  presenting  men’s  goods,  and  adapted 


to  catch  the  eyes  of  women  . . . . . . . . . . .720 

Advertising  Space 

An  argumentative  chapter  on  the  necessity  of  appropriate  advertising  space.  Illus- 
trated with  crowded  and  uncrowded  forms  of  advertisements  . . . .727 

Advertisement  Making 

An  extensively  illustrated  chapter  on  the  preparation  of  advertisements.  Illustrated 

with  numerous  good  forms  of  advertisements  .......  731 

Cut  Prices 

When  to  cut,  where  to  cut,  and  how  to  cut  .........  74*^ 


ORDKR  OF  DEPARTMENTS 


19 


Honesty 

The  oriijinality  of  truthfulness.  How  to  be  honest,  and  how  to  make  folks  know  it. 
Illustrated  with  tlishonest  forms  of  advertisements  which  nobody  believes,  and  with 
examples  of  convincing  advertisements  of  honesty  . . . . • .742 

Unprofitable  Originality 

The  importance  of  common  sense  in  advertising  ......  . . 747 

Illustrations 

The  proper  regulation  of  them.  When  to,  and  when  not  to,  illustrate  . . . 749 

Lower  Case 

Its  value  as  compared  to  the  use  of  capital  letters.  When  best  to  use  it  . . .751 

Catalogues 

Their  indispensable  necessity.  What  they  should  be  and  should  not  be  . . .75- 

Covers 

What  the  catalogue  or  pamphlet  cover  should  be,  and  should  not  be,  with  illustrations 

of  titles 755 

Setting  Advertisements 

The  importance  of  good  typographical  display,  and  how  to  obtain  the  best  . . . 758 

Bas-Relief 

What  it  is,  and  how  it  had  best  be  used  for  advertising  ......  759 

Books  and  Booklets 

How  to  make  them,  and  how  to  handle  them  . . . . . . . .760 

Posters 

What  the  poster  should  be,  and  should  not  be.  When  it  can,  and  cannot,  be  used  to 
advantage.  What  to  say  on  the  poster.  Illustrated  with  forms  of  poster  composi- 
tion and  typography  ............  762 

W agons 

What  to  paint  on  the  wagon.  Illustrated  with  lettering  of  wagon  appropriateness  . ’j66 

Handbills 

How  to  make  them  pay.  How  to  distribute  them.  What  to  sa}^  upon  them.  Illus- 
trated with  forms  of  handbill  composition  ........  769 


20 


FOWLER’S  PUBLICITY 


Circulars  and  Folders 

What  to  say,  and  what  not  to  say.  Methods  of  profitable  and  unprofitable  distribution. 
Illustrated  with  circular  headings,  and  examples  of  good  circular  construction 

Invitations 

The  underdone  and  overdone  request  to  call.  Illustrated  with  forms  of  the  good  and 

the  bad  .............. 


Billheads 

What  they  should  contain,  and  how  to  set  them.  Illustrated  with  reproductions  of 
badly  written  and  badly  set  billheads,  supplemented  with  the  same  properly  written 
and  correctly  set  ............ 


Business  Cards 

How  to  write  them,  and  how  to  set  them.  Illustrated  with  reproductions  of  business 
cards,  with  an  equal  number  of  plates  presenting  the  same  cards  properly  con- 
structed and  with  correct  typographical  appearance  ...... 

Wants 

The  small  advertisement.  How  to  write:  “For  Sale,”  “To  Let,”  “Situation 
Wanted,”  and  similar  advertisements.  Illustrated  by  forms  of  advertisements. 
A chapter  specially  interesting  to  all  “ Wanters,”  and  publishers  of  papers 
carrying  “ Wants.”  ............ 

Fairs  and  Entertainments 

The  advertising  value  of  the  agricultural  and  other  fairs.  Suggestions  on  how  best  to 
utilize  the  opportunities  ........... 


Bargain  Advertisements 

The  art  of  specialty  writing.  Illustrated  with  good  forms  of  bargain  advertisements  . 

Curtains  and  Awnings 

How  to  use  the  curtain,  and  what  to  say  on  it  . 

Banks  and  Bankers 

Progressive  dignity  in  advertising.  Suggestions  on  enterprising  methods  of  business- 
bringing which  do  not  offend  the  ethical  policy  of  financial  publicity.  Illustrated 
with  conventional  and  modern  forms  of  advertisements,  and  siiecimens  of  checks 
and  letter  heads,  and  every  form  of  high-grade  stationeiy  .'  . 


ORDER  OF  DEPAR^l'MENTS 


21 


Stationery,  Illustrated 

forms  of  liilllieads,  checks,  ami  other  high-grade  commercial  stationery  . 8oi 


Savings  Banks 

Some  sensible  suggestions  on  savings  bank  publicity.  How  to  preach  the  practical 
gospel  of  saving.  Ideas  on  savings  bank  literature  and  advertisements.  Illus- 
trated with  good  and  bad  forms  of  advertisements  . . . . . .817 


Bicycles 

Suggestions  on  successful  bicvcle  advertising.  Illustrated  with  profitable  forms  of 

advertisements  . . . . . . . . . . . . .819 


Books 

Suggestions  on  the  progressive  advertising  of  every  class  of  literature.  Illustrated  with 

good  forms  of  advertising  . . . . . . . . . . .822 

Carpets 

How  to  advertise  the  carpet  store,  with  suggestions  and  plans  of  successful  publicity. 

Illustrated  with  carpet-selling  forms  of  advertisements  ......  824 

Clothing 

Some  ideas  on  clothing  advertising.  Illustrated  with  good  and  bad  forms  of  advertise- 
ments ...............  826 


Crockery,  Glass,  and  Lamps 

The  proper  advertising  of  these  lines  of  trade,  illustrated  with  good  forms  of  advertise- 
ments ...............  829 

Department  Stores 

Many  suggestions  of  successful  publicity.  How  to  give  each  department  its  full  iden- 
tity. Illustrated  with  good  and  bad  forms  of  department  advertising  . . .832 

Drama 

Conventional  and  unconventional  methods  of  theatrical  publicity.  Illustrated  with  old 

style  and  new  style  forms  of  announcement  ........  835 

Dry  Goods 

Suggestions  on  the  conduct  of  dry  goods  advertising.  Illustrated  with  headlines  and 

introductory  paragrajvlis  ...........  839 


22 


FOWLER’S  PUBLICITY 


Druggists 

iVLiny  suggestions  on  successful  drug  store  advertising.  How  to  specialize  the  articles. 

Illustrated  with  forms  of  advertisements  ........  841 

Excursion  Advertising 

How  to  bring  out  the  one  great  point,  and  the  other  points  too.  How  to  make  people 
want  to  go.  Illustrated  with  successful  and  unsuccessful  forms  of  excursion  ad- 
vertisements ..............  843 

Fuel 

About  the  advertising  of  coal  and  wood.  Illustrated  with  good  and  bad  forms  of  ad- 
vertisements ..............  846 

Furniture 

Some  suggestions  on  furniture  publicity.  The  advantage  of  advertising  one  thing  at  a 

time.  Illustrated  with  specimens  of  furniture  advertisements  ....  849 

Hats 

Suggestions  on  progressive  hat  advertising.  How  to  create  a demand,  and  sell  the  hats. 

Illustrated  with  profitable  forms  of  hat  advertisements  . . . . . .851 

Hotels 

How  to  announce  the  principal  attractions.  How  to  create  a preliminary  interest. 

Illustrated  with  forms  of  hotel  announcements  .......  853 

Heating 

A discussion  of  methods  for  the  profitable  advertising  of  furnaces,  coal,  gas,  and  oil 
stoves,  and  hot  water  and  steam  heating.  Illustrated  witli  successful  forms  of 
advertisements  . . . . . . . . . . ■ • -855 


The  Inner  Man 

Many  suggestions  on  the  advertising  of  coffee,  fish,  flour,  fruit,  groceries,  markets, 
milk,  tea,  and  other  articles  of  human  consumption.  Illustrated  with  successful 
forms  of  advertisements  ...........  85S 

Insurance 

How  to  make  folks  appreciate  the  necessity  of  protection.  Suggestions  on  the  adver- 
tisin<£  of  tire,  life,  and  accitlent  insurance.  I low  to  liandle  insurance  as  acorn- 
modity.  Illustrated  with  examples  of  insurance  advertisements  as  they  ought  to  be, 
and  ought  not  to  be  . . . . . . . • • • • . Hbi 


ORDKK.  OF  DEPARTMENTS 


2.3 


Jewelry  and  Clocks 

Suggestions  on  their  proper  ach'ertising.  Illustrated  with  good  and  bad  forms  of  ad- 
vertisements ..............  864 

Music 

A discussion  of  the  best  methods  of  advertising  sheet  music,  pianos,  organs,  and  other 

musical  instruments.  Illustrated  with  progressive  forms  of  advertisements  . . 867 

Printers 

Good  methods  of  advertising  the  printer’s  establishment,  with  suggestions,  plans,  and 

ideas  for  reaching  business  houses.  Illustrated  with  original  forms  of  advertising  869 

Printing 

A general  discussion  of  this  indispensable  advertising  necessity  .....  872 

Railroads 

Some  suggestions  on  good  railroad  advertising.  Illustrated  with  reproductions  of  conven- 
tional time-table  advertisements,  supplemented  with  progressive  forms  of  publicity  873 

Real  Estate 

General  advice  on  the  successful  advertising  of  citv,  countrv,  and  suburban  real  estate. 

Illusti'ated  with  forms  of  advertisements  ........  878 

Recreation 

Practical  suggestions  on  advertising  guns,  fishing  tackle,  stables,  boats,  and  goods  used 
for  sporting  or  recreative  purposes.  Illustrated  with  profitable  forms  of  advertise- 
ments ...............  881 


Shoes 

Some  general  advice  on  shoe  advertising.  Illustrated  with  conventional  and  unconven- 
tional forms  of  announcements  ..........  883 


Tailors 

A discussion  of  the  dignified,  yet  progressive,  methods  of  custom-made  clothing. 

Illustrated  with  cjood  forms  of  advertisements  .......  886 

o 


Vehicles 


The  advertising  of  carriages,  wagons,  and  other  vehicles,  except  bic3xles.  Illustrated 
with  (jood  and  bad  forms  of  advertisements  ........ 


888 


24 


FOWLER'S  PUBLICITY 


Water  Transportation 

Ideas  and  plans  of  successfully  adv^ertising  coastwise,  excursion,  lake,  ocean,  and  river 
steamers.  Illustrated  with  practical  forms  of  advertisements  . . . . 


890 


Your  Workers 

The  Representative  represents  the  house  he  works  for 


894 


Calendars 


Their  general  importance.  The  pad,  the  card,  and  the  hanging  calendar,  with  ap- 
proximate cost  of  each.  Illustrated  with  general  calendar  designs 


895 


Package  Inserts 

Some  suggestions  on  the  handling  of  printed  matter  wrapped  with  goods  . • . 900 


Practical  Opinion 

One  hundred  successful  and  prominent  advertisers  answer  to  the  best  of  tlieir  knowl- 
edge and  belief  the  ten  vital  and  complex  questions  of  publicity  ....  901 

Type 

Practical  points  about  it  . . . . . . . . . . . .911 

Roman  Type 

Paragraphs  set  in  every  size  of  reading  type,  from  3J  to  60  Point,  each  paragraph 
stating  the  usual  use  of  the  size  it  illustrates.  An  eye-glancing  idea  of  the  several 
sizes  of  body  type  .............  91 1 


The  Variations  of  Roman  Faces 

Illustrations  of  Full  Face  and  other  distinct  faces  .... 

Italic  and  Slope 

Illustrated  with  the  popular  faces  ....... 

Old  Pmglish  and  Title 

Illustrated  with  the  several  styles  of  faces  ...... 


(k)tliic 


914 


916 


917 


Illustrated  with  the  principal  Oothic  faces  . 


917 


ORDER  OK  DICPARTMExN^rS 


25 


Wood  Type 

Wliat  it  is  . . . . . . . . • . . . . .918 

Rubber  Type 

The  use  of  it  . . . . . . . . . . • . . . 918 


Ornamental  Type 

Its  use  aiul  abuse  .............  918 

Ornamental  Type,  Illustrated 

A display  of  tlie  principal  decorative  type  faces  ........  920 

Borders 

Their  value  in  advertisement  setting  illustrated  with  advertisements  set  with  and 

without  borders  .............  928 

Borders,  Illustrated 

Specimens  of  the  best  borders  on  the  market  ........  929 

Advertising  Country  Papers 

Many  practical  suggestions  on  “ paper  pushing.”  Hints  on  editing,  localizing,  and 
advertising,  and  on  gaining  circulation  and  advertising  patronage.  A chapter  for 
local  publishers  . . . . . . . . . . . . .931 

Advertising  Dailies 

What  the  reader  wants,  and  suggestions  for  reaching  him.  A department  for  daily 
paper  publishers.  Brimful  of  hints  on  building  circulation  and  increasing  adver- 
tising   934 


Periodical  Building 

A chapter  for  editors  and  publishers  of  magazines,  story  papers,  the  religious  press, 
and  publications  other  than  newspapers.  Suggestions  on  making  and  publishing. 

Points  on  building  circulation  and  increasing  advertising  ....  937 

Business-Paper  Alaking 

Suggestions  on  editing  and  pushing  trade  and  commercial  papers.  General  points  on 

increasing  the  circulation  and  advertising  ........  940 


26 


FOWLER’S  PUBLICITY 


Specimens 

C)ne  hundred  and  thirty  examples  of  advertising  style  and  typographical  composition. 
Arranged  to  be  typical  of  every  business.  Supplemented  with  explanatory  foot- 
notes. A collection  presenting  modern  progress  in  literary  and  forceful  construc- 
tion and  typographical  display  ..........  942 

Dictionary  Department 

Sub-divided  into  “ Dictionary  of  Agents,”  presenting  replies  to  a far-reaching  and 
penetrating  letter  of  inquiry  sent  to  representative  advertising  agents  ; “ Periodical 
Dictionary,”  a list  of  general  and  local  publications,  and  indispensable  data  con- 
cerning them;  “ Dictionary  of  Trade,”  telling  where  to  advantageously  obtain  all 
classes  of  printing,  paper,  electrotypes,  lithography,  office  fittings,  and  things 


needed  in  the  conduct  of  business  ..........  970 

Annex 

Nudity  in  publicity  .............  1013 

Additional,  “ Great  Successes  ” ...........  1014 

Fancies  of  Type  ..............  1015 


Index 


“ r>y  the  alphabet" 


About  Ink 

Cigars 

• . 30S 

About  Paper  , . . , 

. • 230 

Circulars 

Acknowledgments  . . 

• • 4 

Circulation 

• • 358 

Addressing  and  Mailing 

• • 649 

City  Publicity 

638 

Advertisement  Making  , 

• • 73' 

Clocks 

408,  864 

Advertisement  Setting  . 

■ • 758 

Clothing,  Custom  . . , 308 

826,  887 

Advertisers,  General  , , 

• • 339 

Clothing,  Ready  Made  . 308 

826,  887 

Advertisers,  Local  . . 

■ • 347 

Coal 

30S,  846 

Advertising  Asent  , , 

• • 352 

Coffee 

408,  848 

Advertising  Country  Papers 

• • 93' 

Common  Phrases  , . , . 

Advertising  Dailies  , , 

• • 934 

Confectionery 

• . 30S 

Advertising  Manager 

• • 694 

Continuity 

Advertising  Kates  , , , 

• • 363 

Conventionality  . , . , 

• • 532 

Advertising  Solicitors 

• • 356 

Co-operative  Papers  , , , 

Advertising  Space  , , 

• • 727 

Copper  Engraving  , . . 

. . 256 

Agent,  Advertising  , , 

• • 35- 

Copyrights 

• • 23S 

Agents,  Dictionary  of 

, , 971 

Country’  Papers,  Advertising 

of  , 934 

Agricultural  Implements 

• - 30' 

Country  Town  Publicity 

• • 643 

Agricultural  Press  , , 

, , 4c6 

Covers 

• • 755 

Appearances  , . , , 

, . 522 

Crockery 

309,  S29 

Auctioneering  , , , , 

• • 304 

Curtains 

• • 797 

Architecture 

• • 303 

Cutlery 

• • 309 

Art 

• • 3M 

Cut  Prices 

• • 740 

Awnings 

• • 797 

Dailies,  Advertising  of  . . 

• • 934 

Baking 

• • 3'2S 

Dailies,  Great 

• • 384 

Bankers 

• • 798 

Dailies,  Local 

• • 390 

Banking 

306,  798 

Dental 

• • 309 

Banks,  National  , , , 

306,  79S 

Department  Stores  , , , 

3'0,  S32 

Banks,  Savings , . , , 

306,  817 

Desks 

. , 648 

Barber  Shops  . . . , 

• • 3°6 

Desultory 

■ • 507 

Bargain  Advertisements 

• • 794 

Dictionary  Department , , 

• • 970 

Bargain  Counters  , , , 

• • 494 

Dictionary  of  Trade  . . . 

, , 970 

Barkers 

• • 613 

Directories 

■ • 534 

Ba,s- Relief 

• • 759 

Doctors 

3'o,  32S 

Biblical  Publicity  , . , 

• • 558 

Doing  Your  Own  Printing 

■ . 636 

Bicycles 

306,  819 

Drama 

3'o.  S35 

Billboards 

. . 762 

Dressmaking 

• • 310 

Billheads 

. , 781 

Druggists 

. , 841 

Blacksmithing  . , , , 

• • 306 

Drugs 

3",  841 

Blind  Publicity  , . , . 

• • 707 

Drummers 

Boards  of  Censors  , . 

• • C97 

Dry  Goods 

3". 839 

Bonnets 

• • 307 

Dull  Times 

• • 573 

Bookkeeping  , , , . 

. . 260 

Booklets 

. . 760 

Educational  Papers  . , , 

• • 424 

Books  

307 

, jC-'O,  822 

Electrical 

. , 3'i 

Boots 

307,  8S3 

Electrotvpes 

• • 5°9 

Borders 

, . 928 

Embossing 

. . 258 

Business  Cards  , , , , 

• • 7S4 

Employers 

• • 473 

Business  Letters  , . , 

. , 716 

Emploves 

• • 478 

Business  Paper  Making 

• • 940 

Engraving 

• • 312 

Engraving,  Copper  . , . 

, , 256 

Calendars 

• • S95 

Engraving,  Half-tones  , , 

• • 249 

Caps 

307,  851 

Engraving,  Photo  . , , , 

, , 246 

Cards,  Business  , , , 

• • 784 

Engraving,  Steel  , , , , 

• • 254 

Carpets 

307.  824 

Engraving,  Wood  , . , . 

• • 244 

Carriages 

407,  888 

Entertainments 

• • 792 

Cars,  Street 

. . 606 

Excursions 

3'2,  S43 

Catalogues 

• • 752 

Explanation 

• • 5 

Catering 

• • 307 

Expressing 

• • 3'3 

Censors,  Boards  of  , . 

• • 697 

Children 

. , 581 

Facsimile  Handwriting  , . 

, , 711 

Church  Advertising  . . 

• ■ 55' 

Fairs 

Fancy  Goods 

Fashion  Papers  . . . . 

Fence  Advertising . . . . 

Fifty  Lessons 

Financial  Papers  .... 

Fire  Insurance 

h'irm  Papers  

Firm  Signs 

P'isli 

Fishing  Tackle 

Five-Cent  Goods  . . . . 

Floral 

Flour 

F'olders 

Foreign  Papers 

Free  IVIediums 

Free  Samples 

Fruit 

Fuel 

Furnaces  

Furniture,  Household  . . 

Furniture,  Office  . . . . 
Furs 


• 3‘3 

. 421 

. 569 

. 614 

• 434 
313,  86r 

■ 441 


3 '4,  8S« 

314,  881 

• 3'4 

• 3 '4 
3'S-  85s 

■ 773 
. 438 

• 446 

■ 527 

3iS'858 

315,  846 
3>5-S55 

315-849 

315.849 

• 315 


Gas  Fitting 316 

General  Advertisers 339 

Gentlemen's  Furnishing  Goods  . 317 

Glass 317. 829 

Gloves 318 

Good  and  Bad  Barkers  ....  613 

Good-Will 520 

Gothic  Type 917 

Grain 318 

Great  Dailies 384 

Great  Successes  . . . . 43,  1014 

Great  Successes,  Index  ....  228 

Great  Weeklies 378 

Groceries 318,858 

Guns 319,881 


Half-Tones 

Handbills 

Hardware 

Harmony 

Harness 

Plats 

Hay 

Headlines 

Heating,  Hot  Water  . . . 

Heating,  Steam 

History  of  Publicity  . , . , 

Holidays 

Honesty 

Horseshoeing 

Hotels,  Beach 

Hotels,  City 

Hotels,  Country  . . , , 

Hotels,  IMountain  . , . , 

Hot  Water  Heating  . . , 

How  Not  To  Advertise  , , , 

Humor 


• 249 

• 769 

• 319 

, 466 

• 320 
320,  851 

• 320 

• 712 
320,  855 

320,  855 

• 29 

, 7C0 

• 742 

• 320 

320.853 

321.853 

321.  853 
321.  853 
320,  S55 

, 264 

• 538 


Illustrations 


749 


28 


FOWLER^S  PUBLICITY 


Indoor  Signs. 496 

Ink 233 

Inner  Man 321,858 

Inside  the  Store 499  , 

Insurance,  Accident  . . . 321,861 

Insurance,  Fire 321,861 

Insurance,  Life  , , . , 321,861 

Interiors 499 

Invitations 777 

Italic  Type 916 

Jewelry 3^i)  S64 

I 

Keep  on  the  Line 647  ! 

Kitchen  Goods 321  ' 


Lamps 322,  829 

Laundries 322 

Law 322 

Lessons,  Fifty 614 

Letters,  Business 716 

Life  Insurance 323 

Lithographic  Stationery  , . . 656 

Lithography 650 

Lithography  Illustrated , . , . 657 

Lithographing,  Use  of  , , , , 652 

Local  Advertisers 347 

Local  Dailies 390 

Local  Weeklies 396 

Lower  Case 751 

Lumber 323 


Magazines 372 

Alail  Advertising 234 

,Mailing 649 

Making  Advertisements  , . , 731 

Manager,  Advertising  . , . , 694 

Marble 323 

Markets 323,  S58 

Masonry 324 

Men's  Outfitting 324 

Milk 324,  858 

Millinery 324 

Modistes 325 

Music 325,  867 

Musical  I’apers 437 


Names  , 
N ecessity 
Notices 
Novelties 
Nudity  . 
N urseries 


589 

530 

566 

488 

1013 

325 


(dil  .Stoves 325 

Old  English  Type 917 

On-the-Fence 569 

Openings 492 

Optical 325 

Order  of  Departments  , , , , 7 

Organs 867 

Ornamental  Type 918 

Outdoor  Men 583 

Out-of-Sea.son  Publicity  , , , Coi 


Package  Inserts 900 

Paint 326 

Painting 326 

Paper 230 

Paper-Hanging 327 

Patent  Insides 402 

Periodical  Building 937 

Periodical  Dictionary  ....  970 

Personal  Publicity 517! 


Photo-Engraving 246 

Photography 327 

Physicians 328 

Pianos 329 

Plumbing 329 

Poetical  Publicity 561 

Politeness 709 

Postal  Cards 236 

Posters 762 

Powder 329,  881 

Practicable  Publicity  ....  275 

Practical  Opinion 901 

Price  Advertising 470 

Prices,  Cut 740 

Printers 869 

Lriuting 330,  872 

Printing,  Doing  Your  Own  . . 636 

Prizes 505 

ITobable  Proverbs 35 

Profitable  Singleness  ....  468 

Professional  Papers 430 

Programs 597 

Proofs 448 

Pro.xy  Reading 233 

Puffs 454 

Quotations 547 

Railroads 330,  873 

Rates,  Advertising 363 

Reading  Notices 454 

Real  Estate,  City  ....  330,  87S 

Real  FIstate,  Country  . . . 330,  878 

Real  Estate,  Suburban  . . 330, 878 

Recreation 330,  88 1 

Religious  Papers 409 

Religious  Publicity 551 

Restaurants 330 

Revolvers 331,  88 1 

Roman  Type 911 

Rubber  Type 918 

Sacrilegious  Advertising  . . . 6S9 

Safes 331 

.Sales 524 

.Sales  and  Sellers 524 

Saleswomen 718 

Samples 527 

Savings  Banks 817 

Schools 331 

Secret  Papers 439 

Seeds 332 

•Sellers 524 

.Sensational  Publicity  ....  578 

.Setting  Advertisements  ....  758 

.Sewing  Machines 333 

Shoes 333,  883 

.Signs,  Indoor 496 

•Signboards 501 

Signs,  Firm 593 

Simplicity 485 

.Slope  Type 916 

Solicitors,  .Xdvertising  ....  356 

Space 727 

Specimens 942 

Sporting  Goods 333 

Stables 333 

.Stationery 334 

.Stationery,  Illustrated  ....  8c i 
Steamers,  Coastwise  . . . 334,  890 

Steamers,  Flxcursion  . . 334, 890 

Steamers,  Lake  ....  334, 890 

Steamers,  (i)eean  ....  334,  890 

Steamers,  River  ....  334,  S90 


Steam  Fitting 

Steam  Heating 

Steel  Engraving  . . . . 

Stenography  

Stereopticons 

Stereotypes 

Stone 

Stoves,  Coal 

Stoves,  Gas 

Stoves,  Oil 

Straw 

Street-Cars 

Success  in  Unsuccess  . . 


• 334 

320.  «SS 


254 

334 
599 
5'S 

335 


335-  846 
335-  846 
335i  846 


335 

606 


. . 691 


Tailors 335,  886 

Tailoring 335.887 

Tea 335.858 

Teaching 336 

Technics 544 

Technical  Terms 544 

Ten-Cent  Goods 335 

Testing  Advertising 273. 

Theatrical 336, 835 

Tin 336 

Title  Type 917 

Tobacco 336 

Toys 337 

Trade  Diction.ary 970 

Trade-Marks 241 

Trade  Papers 414 

Trades  Specifically 301 

Transportation 890 

Transportation,  Water  ....  890 

Trimmings 337 

Type 91 1 

Type,  Roman 91 1 

Type,  Italic 916 

Type  Fancies J015 

Type,  Gothic 917 

Type,  Old  English 917 

Type,  Ornamental 918 

Type,  Rubber 918 

Type,  Slope 916 

Type,  Title 917 

Type,  \'ariatior.s  of  Roman  . . 914 

Type,  Wood 918 

Typewriting 334 


Ibibiased 6 

Ibidertaking 338 

Ibiprofital.le  Originality  . . . 747 

LJseless  Mediums 443 


Variations  of  Type 914 

\'ariety  .Stores 338 

Vehicles 888 


W^agon  Advertising  . 

Wagons 

Wants 

\Vatcr  Transportation 
W'eeklies,  tlreat  . . 

Weeklies,  Local  . . 

Wheelwrighting  . . 

Windows 

Women 

Wood 

WMod  Engraving  . . 

Wood  Type  . . . . 

Word  at  the  Start  . . 

Words  of  Others  . . 

Wrappers 


338. 889 
. 766 

• 7S7 

. S90 

■ 378 

• 396 

• 3.18 


266 

720 

338 

244 

91S 


3 

547 

699 


Your  Workers 


894 


History  of  Publicit} 


“Everything  begins  with  the  beginning” 


T 


ERE  are  about  twenty-two  tliousand  periodical  publications  in  North 
\.merica. 

All  but  a few  dozen  of  them  print  advertisements. 

The  annual  grand  total  of  the  number  of  copies  issued  by  these  pub- 
ications  exceeds  thiry-five  hundreds  of  millions. 

ne  hundred  advertisements  in  each  periodical  there  may  be  two  mill- 
ions of  separate  advertisements  in  every  collective  North  American  issue,  and  an 
aggregate  number  exceeding  three  hundred  and  fifty  thousands  of  millions  of  impres- 
sions of  advertisements  during  a year. 

Assuming  that  two  hundred  and  fifty  clipped  advertisements  would  make  the 
thickness  of  an  inch,  a year’s  advertising,  placed  sheet  upon  sheet,  would  erect  a pile 
nearly  one  hundred  and  seventeen  millions  of  feet  high. 

Place  each  copy  of  the  advertisements  appearing  in  all  of  the  publications  during 
one  year  end  to  end,  and  there  would  be  an  announcement  ribbon  one  hundred  and 
eleven  thousand  miles  long. 

American  progressiveness  results  in  a volume  of  American  advertising  not  propor- 
tionately approached  by  an}'  other  civilized  nation,  but  it  may  be  assumed  tliat  the 
figures  given  in  this  department  need  only  to  be  multiplied  by  four  to  correctly  rep- 
resent the  world. 

There  are  one  hundred  thousand  printing  offices  in  North  America,  and  as  all 
printed  matter  is  advertising,  the  output  of  catalogues,  booklets,  circulars,  and  other 
printed  articles  will  probably  double  the  advertising  figures  given  in  the  other 
paragraphs. 

A conservative  estimate  says  that  the  North  American  business  men  annually  ex- 
pend over  one  hundred  and  fifty  millions  of  dollars  in  newspaper  and  magazine  ad- 

vertisino-, 

O 

Probably  one  hundred  and  fifty  millions  of  dollars  a year  is  not  in  excess  of  the 
amount  expended  in  North  America  for  every  class  of  printed  matter. 

The  grand  total  of  North  American  advertising,  including  printing,  cannot  be  far 
from  three  hundreds  of  millions  of  dollars  per  year. 

It  is  impossible  to  intelligently  estimate  the  cost  of  spreading  printer’s  ink  all  over 
the  face  of  the  civilized  world,  but  if  the  cost  of  printing  books  and  other  publications 


If  there  are 


29 


30 


FOWLER’S  PUBLICITY 


irrespective  of  advertising  and  of  lithography,  be  considered,  and  added  to  the  ad- 
vertising and  printing  total,  the  aggregate  cannot  be  far  from  two  thousands  of  mill- 
ions of  dollars  annually. 

A statistician  with  plenty  of  time  on  his  hands,  has  calculated  that  the  aggregate 
annual  circulation  of  all  the  papers  in  the  world  exceeds  twelve  thousands  of  millions 
copies.  To  give  a comprehensive  idea  of  its  magnitude  this  man  of  figures  states 
that  these  papers  require  over  three  quarters  of  a million  tons  of  paper,  and  that  if 
they  were  spread  out  they  would  cover  an  area  ol  ten  thousand  five  hundred  square 
miles.  Calculating  further,  he  finds  that  if  the  papers  were  piled  one  upon  another, 
they  would  reach  an  altitude  of  five  hundred  miles.  This  figurer,  by  assuming  that 
the  average  man  gives  fifteen  minutes  a day  to  the  study  of  his  paper,  discovers  that  the 
people  of  the  world  collectively  occupy  the  equivalent  of  three  hundred  thousand 
years  annually  reading  their  papers. 

These  figures  which  the  writer  may  not  feel  like  accepting  can  never  be  substanti- 
ated, and  yet  they  may  not  be  far  removed  from  the  never-to-be-discovered  truth. 

This  industr}^  probabl}^  not  approached  by  any  other,  and  the  art  creative  of  all 
arts,  and  the  fountain  head  of  business  stimulation,  deserves  more  recognition  than  it 
receives, and  may  require  another  epoch  of  civilization  for  the  collection  of  its  just  dues. 

The  original  source  of  the  initial  seed  of  publicity  died  so  mau}^  years  ago,  and  left 
so  poor  a record  of  itself,  that  no  man  knows  exactly  what  it  was  or  where  it  came 
from,  or  the  place  of  its  planting. 

The  infant  of  business  must  have  played  with  the  earliest  advertisement. 

Thousands  of  years  before  the  crudest  forms  of  writing  were  known,  and  when 
human  language  had  hardly  risen  above  animal  dialect,  somebody  must  have  ofiered 
something  to  sell,  and  suggested  that  somebody  take  it  from  him  for  some  kind  of  a 
consideration. 

At  this  time  advertising  began. 

In  prehistoric  days,  when  word  of  mouth  was  the  only  method  of  communication, 
some  savage  must  have  stood  upon  a rock,  or  upon  something  else,  that  folks  might 
the  better  see  him,  and  there,  in  his  own  peculiar  way  announced  some  past,  present, 
or  coming  event,  or  have  attempted  the  auctioneering  of  some  article  he  raised, 
bought,  or  stole. 

Advertising,  as  the  writer  sees  it,  is  a presentation  of  anything  by  any  medium  ol 
connection. 

It  travels  by  paper  and  press,  by  paint  and  brush,  by  pen  and  pencil,  by  wire,  by 
spoken  words,  and  by  ever^’thing  that  can  transmit  sound  or  character. 

The  first  beckoning  motion  of  the  first  being  of  life  was  the  first  advertisement,  for 
advertising  is  but  announcing,  and  there  cannot  be  action  without  announcement. 

The  word  “ advertise ’’ appears  but  twice  in  the  Bible;  in  Numbers  XXIV:  14, 
and  in  Ruth  IV:  4. 

The  word  “ publish  ” is  written  fully  one  hundred  times  in  Hol}^  Writ,  and  is  used 
in  about  the  same  sense  as  “advertise”  is  used  to-day. 


HISTORY  OF  PURLICITV 


31 


The  Department  entitled,  “ Biblieal  Publieity,'’  well  presents  the  importanee  ^iven 
to  advertising'  by  the  earl)-  builders  of  eivilization. 

Biblieal  writers  did  not  use  the  word  “advertising’’  more  beeause  they  did  not 
eall  many  of  the  things  whieh  were  advertising  by  that  title. 

An  historian  who  is  not  certain  about  it  thinks  that  the  first  newspaper  appeared  in 
England  in  the  days  of  Qiieen  Elizabeth  and  during  the  Spanish  Armada  panic. 

This  newspaper,  which  may  not  have  appeared  at  all,  may  have  been  published  once, 
and  may  have  lasted  for  some  time,  is  said  to  have  been  named  The  English  Mercurie. 

This  same  doubting  historian  claims  that  this  publication  was  printed  in  London 
in  1583,  by  the  Court  printer,  Christopher  Barker,  and  some  other  uncertain  authoriU’ 
states  that  in  1588,  instead  of  1583,  this  alleged  publication  contained  three  or  four 
advertisements  of  books.  Mr.  Watts  of  the  British  Museum  appears  to  have  proven 
that  the  copies  of  this  iournal  on  file  in  his  museum  are  but  well-executed  forgeries. 
At  any  rate  the  appearance  of  the  type,  paper,  and  style  indicates  that  they  could  not 
have  been  printed  over  two  hundred  and  fifty  years  ago. 

Authorities  are  united  in  acknowledging  that  the  first  regular  newspaper  receiving 
advertisements  was  published  in  London  in  1622  and  was  known  as  The  Weekly 
News.  This  paper  contained  fragmentary  scraps  of  foreign  intelligence  and  three  or 
four  advertisements. 

Oliver  Cromwell  gave  to  Scotland  her  first  newspaper  in  1653. 

The  pioneer  American  newspaper.  The  Boston  News  Letter,  was  born  in  the  year 
1704.  It  contained  but  a few  advertisements. 

Nearly  two  hundred  years  ago  the  first  daily  newspaper  was  printed.  It  was  called 
The  Courant,  and  was  published  in  London.  At  that  time  there  were  only  two  or 
three  other  newspapers  in  existence,  and  they  were  issued  weekly. 

It  is  quite  remarkable  that  the  first  daily  newspaper  contained  no  local  news. 

The  population  of  the  United  States  in  1830  was  about  twenty-three  and  a half 
millions  and  supported  eight  hundred  newspapers,  fifty  of  which  were  dailies.  All 
of  these  publications  had  a joint  annual  circulation  of  about  sixty-four  millions. 

Fifteen  3"ears  later,  in  1845,  the  number  of  periodicals  in  the  United  States  was 
about  sixteen  hundred. 

The  merchants  of  the  American  metropolis,  naturally  assumed  to  be  the  most  pro- 
gressive city  in  the  Union,  at  the  start  apparently'  had  little  respect  for  the  advantages 
of  advertising.  In  the  issue  of  the  New  York  Gazette  of  March  28th,  1726,  there  were 
only  three  or  four  inches  of  advertisements,  one  advertisement  announcing  the  sale 
of  a large  farm  in  New  Jersey,  another  a bake-house  to  let,  and  another  a publisher’s 
announcement. 

The  New  York  papers  during  the  first  quarter  of  the  present  century'  contained 
very  few  advertisements,  but  in  1830  the  advertising  patronage  increased  until  it  was 
not  remarkable  to  see  a full  column  of  advertisements  in  a single  issue. 

A large  proportion  of  the  early'  American  advertising  was  for  the  ofi'ering  of  re- 
wards for  runaway  slaves,  and  for  real  estate  notices. 


FOWLER’S  PUBLICITY 


It  is  said  that  the  hrst  hotel  advertisement  appeared  in  a New  York  paper  in  1733. 

Durins*-  the  second  quarter  of  the  present  century  retail  advertisements  became 
somewhat  common  and  there  is  a record  of  a patent  medicine  advertisement  appear- 
ing as  early  as  1733. 

In  1790  display  advertisements  were  not  uncommon,  but  the  use  of  illustrations  was 
largely  confined  to  the  headings  of  marine  announcements. 

Perhaps  the  first  appearance  of  the  term  “advertisements,”  occurred  in  the  London 
Gazette  in  April,  1666,  the  line  reading  “An  Advertisement  from  the  Hearth  Office 
in  London,  and  addressed  to  the  farmers  concerning  the  Hearth  Tax.” 

In  the  fifty-second  issue  of  the  London  Gazette,  dated  IMay  10-14,  1666,  probably 
appeared  the  first  use  of  the  word  “ ad\’ertisement  ” as  a heading. 

The  advertisement  read  as  follows  : 

“An  Advertisement — Being  dail}' prcst  to  the  Publication  of  Books, 
Medicines,  and  other  things  not  properly  the  business  of  a Paper  of  In- 
telligence, This  is  to  notifie,  once  for  all,  that  we  will  not  charge  the 
Gazette  with  Advertisements,  unless  they  be  matters  of  State ; but  that 
a Paper  of  Advertisements  will  be  forthwith  printed  apart,  and  recom- 
mended to  the  Publick  by  another  hand.” 

Subsequently  the  announcement  columns  were  headed  “Advertisements,”  and  this 
custom  has  continued. 

So  far  as  known  the  only  book  containing  advertisements  exclusively,  and  sold, 
was  a pamphlet  under  date  July  23rd,  1796,  and  entitled  “ Packwood's  Whim,”  an  ad- 
■\  ertising  book  containing  the  announcements  of  a maker  of  razor  strops. 

Probably  the  beginning  of  extensive  advertising  was  during  the  reign  of  Charles 
II,  for  although  advertising  was  by  no  means  general  then,  it  is  evident  that  at  that 
time  the  seeds  of  universal  publicity  were  sown  and  fertilized. 

In  the  early  }'ears  of  advertising  men  of  letters  and  art  contributed  towards  the  en- 
couragement of  good  publicity,  and  histoiy  is  repeating  itself  to-day  in' allowing  the 
advertiser  to  employ  the  genius  of  the  world  in  the  preparation  of  advertising  matter. 

It  is  said  that  Thackeray  immortalized  the  advertisements  of  a famous  blacking  which 
were  painted  upon  the  pyramids. 

There  is  reason  to  believe  that  George  Cruikshank  drew  one  of  the  tirst  advertis- 
ing pictures,  and  that  his  first  attempt  was  that  wondrous  picture  ot'an  astonished  cat 
seeing  herself  in  the  polished  surface  of  a marvellously  blacked  Hessian  boot. 

Two  of  the  greatest  artists  in  the  world  have  brushed  a toilet  soap  into  immortality, 
and  one  English  manufacturer  is  said  to  have  jiaid  one  hundred  thousand  dollars  for  a 
single  picture. 

Turning  backwards  for  a moment,  it  is  ob\  ious  that  with  the  introduction  ot  a written 
language,  signboards  and  painting  iqion  rocks,  fences,  and  house  sides  must  have  lur- 
nished  the  original  written  advertisements. 

No  authentic  data  luu  e been  discovered  to  delinitel}'  mark  the  periotl  of  the  iirst 


HISTORY  OF  PUBLICITY 


33 


written  advertisement,  but  as  writin<j^  was  used  to  tell  somebody  something,  and  as 
advertisements  are  announeements,  it  is  evident  that  written  advertisements  followed  so 
eloselv  upon  the  invention  of  written  language  as  to  appear  to  have  been  simultaneous. 

Durino-  the  age  of  symbols,  before  there  was  a written  alphabet,  symbolical  adver- 
tising made  its  appearance. 

The  records  of  the  ancient  Greeks  and  Romans  speak  in  no  uncertain  terms  of  hewn 
characters,  which  must  have  been  announcements  of  some  kind,  and  therefore  had  a 
right  to  be  classified  as  advertisements. 

Many  articles  have  appeared  in  the  scientific,  historical,  and  literaiy  publications, 
concerning  the  origin  of  advertising,  and  the  alleged  history  of  publicity.  These 
articles  are  ingenious,  entertaining,  and  apparently  conscientious.  They  show  the 
deepest  study  and  research,  3’et  they  throw  no  real  light  upon  the  darkness  surround- 
ing the  creation  of  advertising.  They  are  but  studied  and  literar}’  efi'orts  to  unravel  a 
never-to-be-explained  mystery.  They  try  to  begin  at  the  beginning.  They  say  a 
little  which  may  mean  less,  and  then  jump  into  the  fifteenth  and  sixteenth  centuries, 
and  relieve  themselves  by  plunging  into  an  essa^^  of  deep  and  miry  advertising  lore  and 
history,  illustrated  with  old  prints  too  old  to  be  decently  resurrected. 

In  these  days  of  energy,  push,  and  business  development,  there  is  much  more  excuse 
for  looking  forward  than  for  looking  backward. 

The  business  of  to-da}'  is  in  the  present  and  future. 

Present  trade  may  be  founded  upon  the  past,  but  it  draws  its  nourishment  and  life 
from  the  present,  and  reckons  its  longevity  by  the  prospects  of  the  future. 

The  advertising  of  the  present  has  a volume  of  a hundred  times  greater  diameter 
than  the  recorded  publicity  of  1850.  To-da}’’s  advertising  is  more  than  double  that  of 
hardly  a dozen  years  ago.  The  bulk  of  the  present  advertising  expenditure  is  more 
than  thirty-three  per  cent,  greater  than  that  of  half  a dozen  years  ago. 

The  well-grown  boys  of  to-da}^  can  almost  remember  the  times  when  the  magazine 
contained  hardl}"  more  than  a dozen  advertising  pages,  and  when  the  daily  papers 
confined  their  advertising  columns  to  a few  announcements  of  local  firms  clumsily  put 
together,  interesting  to  nobody  and  sometimes  not  read  by  the  advertisers  themselves. 

It  is  only  a few  years  since  progressive  advertising  consisted  of  bombastic  herald- 
ings  of  impossible  sales,  where  lying  adjectives  and  untrue  exclamations  attempted  to 
make  people  bu}^  the  goods  they  did  not  want.  These  advertisements  were  a disgrace 
to  business  and  enough  to  make  the  marble  face  of  the  Goddess  of  Civilization  blush 
with  shame.  This  styde  may  never  die,  for  the  liars  still  live  and  for  some  time  to 
come  there  will  be  plenty  of  men  who  believe  that  the  best  way  to  get  business  is 
through  the  poorest  way  of  telling  people  about  it. 

Truthfulness,  backed  by  popular  judgment  demanded  a change  and  got  it. 

Man}"  of  the  so-called  high-grade  advertisements  up  to  about  two  years  ago,  the 
exaggerated  style  excepted,  consisted  of  idiotic  art  and  senseless  literature,  both  as 
nauseating  to  the  simple  mind  of  sense  as  were  the  old  style  advertisements  outrages 
upon  decency. 


34 


FOWLER’S  PUBLICITY 


The  world  in  advertising  as  well  as  in  other  things  makes  its  reforms  by  practicing 
extremes. 

It  is  quite  natural  that  the  reaction  should  produce  silliness,  and  that  curved  and 
recurved  sentences,  no  matter  what  they  said,  were  considered  in  better  taste  than  the 
straight,  blunt  words  of  fact. 

The  sense  of  the  people  has  injected  sense  into  the  dollar  makers. 

The  present  advertiser  uses  advertising  as  he  does  any  other  medium,  and  frames  it 
with  the  same  judgment  that  he  uses  in  the  framing  of  his  house,  and  curbs  it  only 
when  it  needs  curbing,  never  forgetting  that  as  the  straight  line  is  the  shortest  distance 
between  two  points,  so  is  the  short  line  the  shortest  distance  between  advertiser  and 
reader. 

The  great  painters  of  to-day,  who  a few  years  ago  gave  their  talents  to  the  painting 
of  nature  and  allegory,  now  offer  their  assistance  to  the  advertiser  that  they  may  help 
him  tell  the  world  what  he  wants  the  world  to  know. 

The  greatest  writers  of  business  and  of  literature  and  of  art  and  of  science  assist  in 
the  preparation  of  publicity  matter,  and  the  public  by  them  is  being  educated  into  a 
knowledge  of  things  material. 

Almost  any  man  can  write  literature  if  he  is  backed  with  education  and  a dictionary. 

It  does  not  take  a great  writer  to  produce  the  words  the  people  want  to  read. 

To  make  people  read  what  they  think  they  do  not  want  to  read  requires  a mind 
born  in  intelligence,  educated  in  experience,  and  fitted  to  do  all  things  well. 

There  is  more  gray  matter  used  in  the  preparation  of  the  advertising  pages  of  the 
magazines  and  newspapers,  than  is  expended  in  producing  much  ot  the  literature  and 
news  of  the  world. 

The  man  who  knows  how  to  advertise  has  not  been  born. 

The  man  who  thinks  he  knows  how  to  advertise  is  born  at  the  rate  ol  one  hundred 
a minute. 

The  inventor  of  a system  of  advertising  of  guaranteed  success  will  rest  under 
a sky-scraping  monument  in  the  same  field  with  the  men  who  discovered  the  compo- 
sition of  electricity,  and  connected  the  planets  with  a circuit  railroad. 


Probable  Proverbs 


“Some  things  that  seem  unwilling  to  lose  themselves  ” 


T has  been  said  that  the  writer  of  this  book  has  written  or  prepared 
and  suggested  more  advertising  matter  than  has  anybody  else. 

Some  folks,  and  they  were  not  to  blame  for  being  the  writer’s  friends, 
have  claimed  rightly  or  otherwise,  that  the  writer  occasionally  wrote 
axiomatic  expressions  that  seemed  to  be  worthy  of  preservation,  and 
which  may  not  be  out  of  place  in  one  of  the  departments  of  a book  like  this. 

The  writer  has  tried  to  scrape  together  from  hies  and  scrapbooks  some  of  his  short 
paragraphs  which  hatterers  have  called  ‘‘  Fowlerisms,”  — those  short  lines  of  advertis- 
ing that  have  passed  through  the  crucible  of  public  opinion  and  have  not  shown  their 
burnt  side  to  the  people. 


The  man  who  can’t  use  advertising  in  his  business  has  no  business  to  be  in  busi- 
ness and  generally  isn’t. 

Advertising  is  the  salesman’s  ally. 

Advertising  is  the  preliminary  workman. 

Advertising  is  the  oxygenic  accessory  before  the  sale. 

He  who  says  advertising  doesn’t  pay,  finds  that  business  doesn’t  pay. 

The  silent  voice  of  advertising  rings  inside  the  pocketbook. 

Everyone  has  heard  of  successful  men  who  do  not  advertise  and  of  men  who  drew 
fortunes  through  the  lottery,  but  few  have  ever  seen  them. 

Many  a man  thinks  he  doesn’t  advertise,  and  credits  something  else  with  his  suc- 
cess. He  fools  himself,  for  half  of  the  something  else  which  he  thinks  isn’t  advertis- 
ing may  be  advertising. 

Because  advertising  hasn’t  paid  isn’t  reason  why  it  shouldn’t  pay. 

Some  seed  doesn’t  bring  harvest,  but  you  can’t  harvest  without  seed. 

Seed  must  be  made  to  grow. 

Advertising  must  be  made  to  pay. 

Better  spend  more  money  in  good  advertising  and  sell  many  goods  than  spend  a 
little  money  and  sell  little. 


35. 


36 


FOWLER’S  PUBLICITY 


You  lose  money  if  you  advertise  too  much,  and  3'ou  lose  money  if  3-011  advertise 
too  little. 

When  3-0U  advertise  too  much  3-011  increase  3-our  sales  and  waste  a part  of  3-our 
11101103-. 

When  3^011  advertise  too  little  3-011  decrease  3’our  sales  and  lose  a part  of  3-our 
1110003-. 

Profit  is  in  advertising  just  enough. 

Better  have  too  much  of  a good  thing  than  too  little  of  it. 

You  can  lose  11101103-  in  advertising.  You  can  lose  11101103-  in  an3-thing  else.  There 
is  nothing  that  can’t  be  made  to  lose  11101103-. 

Some  advertising  doesn’t  pa3-.  There  is  no  reason  wh3-  it  should. 

Some  food  doesn’t  digest.  Would  3-011  give  up  eating  on  account  of  indigestion  ? 

To  get  the  good  of  food  3-011  must  adapt  it  to  3^our  s3-steni. 

To  get  the  good  of  advertising  3-011  must  adapt  it  to  3-our  business. 

If  3-0U  gave  the  same  slipshod  attention  to  3-our  bu3-ing  and  selling  as  3-011  some- 
times do  to  3-our  advertising,  3-our  famil3-  would  be  on  the  town. 

Half  the  advertising  that  doesn’t  pa3-  is  the  advertising  that  nobod3-  tries  to  make 

pay. 

Until  some  great  business  man  builds  up  a great  business  without  advertising,  the 
world  must  believe  that  advertising  is  a part  of  the  structure  of  the  building-of- 
profit. 

The  advertiser  ma3-  not  be  welcome  within  the  self-made  portals  of  the  local  aris- 
tocrac3-.  He  nia3-  be  called  a tradesman  and  folks  diseased  with  dignit3-  ma3-  call 
him  undignified,  but  his  advertising  forces  his  name  and  business  into  ever3-  covered 
nook  and  fortified  corner,  and  he  must  be  known  among  those  who  sa3-  the3-  don’t  care 
to  know  him  because  the3-  have  got  to  know  him. 

There’s  no  stratum  of  societ3-  unreached  and  uninrtueiiced  113-  advertising. 

The  bluest  blue-blooded  descendant  of  the  deepest  blue-blooded  faniil  v who  prides 
himself  upon  his  impregnabilit3^  to  common  things  is  afiected  113- publicit3- and  proves 
that  he  is  b3-  sa3-ing  that  he  isn’t. 

He  who  doesn’t  read  advertisements  is  blind. 

He  who  doesn’t  hear  advertisements  is  deaf. 

He  who  isn’t  reached  b3-  advertising  is  blind  and  deaf. 

He  who  sa3's  he  doesn’t  read  advertisements  and  can  read  is  a liar. 

The  woman  who  doesn’t  read  advertisements  isn’t  a woman. 

Advertising  is  seed  sowing.  It  will  grow  if  it  is  given  a chance  to  grow. 

Scattering  seed  will  not  raise  close  grass,  and  scattering  advertising  will  not  help 
to  bring  continuous  profit. 

Advertising  ought  not  to  sell  goods  dircctl3'  and  generalh'  doesn’t. 

The  burden  of  advertising  is  to  make  it  easier  for  the  salesman,  and  to  bring  the 
bu3'er  into  a receptive  mood  for  In^’ing. 

Advertising  connects  buyer  with  seller. 


PROBABLE  PROVERILS 


37 


- Advertising  brings  people  to  the  store.  It  does  not  make  them  buy.  It  has  one 
mission  and  will  not  overstep  its  mission. 

If  advertising  would  sell  goods  there  would  be  no  need  of  salesmen,  and  business 
would  be  like  the  bill  of  fare  in  the  restaurant,  with  waiters,  not  coaxers  of  trade. 

That  whieh  brings  the  public  into  a buying  condition  is  as  important  as  that  which 
consummates  the  sale,  and  there  has  never  been  discovered  a preliminary  agent  to 
take  the  place  of  advertising. 

The  unsuccessful  merchant  claims  his  advertising  doesn’t  pay,  and  his  experience 
seemingly  speaks  reasonable  truth.  Plis  advertising  didn’t  pay  because  he  didn’t 
make  it  pay.  As  well  might  the  farmer  complain  that  his  poor  seed  brought  a poor 
harvest.  The  fault  was  in  the  farmer  and  in  the  seed,  and  not  in  the  principles  of 
agriculture. 

Your  harvest  is  reckoned  by  what  you  plant  and  by  how  you  plant  it. 

Part  of  advertising  doesn’t  pay.  Part  of  our  food  does  us  harm. 

From  a business  point  of  view  it  is  as  foolish  not  to  advertise  as  it  is  from  a human 
point  of  view  not  to  eat. 

In  the  harmony  of  our  food  is  the  nourishment  of  it. 

In  the  harmony  of  our  advertising  is  the  profit  of  it. 

Advertising  is  experimental  and  so  is  everything  else  in  business.  If  it  were  not 
so,  all  of  us  would  be  rich  in  a week. 

^p^dvertising  is  not  a business  side  issue.  It  is  a part  of  business  necessity. 

Advertise  what  you  sell,  not  yourself,  unless  you  are  for  sale. 

People  don’t  want  to  buy  you  and  they  may  want  to  buy  your  goods. 

If  one  half  of  the  advertisement  is  for  the  firm  name,  nine  tenths  of  that  half  may 
be  wasted. 

Spasmodic  advertising  is  as  silly  as  spasmodic  eating. 

To  expect  a single  advertisement  to  pay  is  as  foolish  as  to  hope  to  grow  fat  on  the 
effect  of  one  dinner. 

Persistency  in  advertising  is  as  necessary  as  persistency  in  business. 

The  substance  of  a year’s  advertising  can’t  be  fired  at  one  loading  without  blowing 
up  the  business. 

The  advertiser  of  to-day  who  is  not  the  advertiser  of  to-morrow  may  be  out  of 
business  day  after  to-morrow. 

He  who  expects  his  advertising  to  bring  immediate  returns  deceives  himself  as 
badly  as  does  he  who  attempts  to  make  his  corn  grow  faster  by  pulling  at  the  shoots. 

The  indirect  benefits  of  advertising  overshadow  the  direct. 

Continuous  advertising  stands  for  continuous  prosperity. 

When  you  economize  it  isn’t  good  business  to  advertise  it  by  cutting  your  advertising. 

Appearance  of  success  means  success. 

When  you  cut  your  advertising  you  tell  outsiders  that  there  is  something  the  mat- 
ter with  the  inside  of  your  business. 

’Tis  not  so  much  how  much  you  say,  ’tis  how  you  say  what  you  say. 


38 


FOWLER’S  PUBLICITY 


You  waste  your  milk  if  you  try  to  put  a gallon  into  a quart  measure. 

You  spoil  advertising  if  3'ou  crowd  it  out  of  shape. 

If  advertising  is  an^^  good,  and  all  good  business  men  say  it  is  good,  the  good  of  it 
is  in  a good  deal  of  it. 

The  law  of  averages  is  safer  to  follow  than  the  rule  of  exceptions. 

What  you  individually  think  may  not  be  correct. 

What  the  majority  think  stands  some  chance  of  correctness. 

Plenty  of  advertising  pays  proportionately  better  than  too  little  of  it. 

It’s  pretty  hard  to  sell  a dollar’s  worth  of  goods  with  a cent’s  worth  of  publicity. 

People  are  suspicious  of  the  one-time  advertiser.  If  he  had  the  sense  to  start  why 
should  he  have  the  nonsense  to  stop? 

Stopping  an  advertisement  breaks  the  profitable  connection  and  it  costs  more  to 
connect  it  again  than  the  expense  of  keeping  it  connected. 

There  is  a great  big  dift'erence  between  econom}’  and  annihilation. 

There  are  exceptions  to  all  rules.  It  doesn’t  pay  to  advertise  ice  skates  in  August 
nor  rowboats  in  Januaiy,  but  it  does  pay  to  advertise  everything  that  sells  all  the 
time  or  a good  part  of  the  time  in  good  times  and  in  dull  times. 

Advertising  before  season  is  often  as  profitable  as  advertising  in  season. 

The  non-advertising  merchant  invites  the  dull  times  and  the  advertising  merchant 
drives  them  away. 

When  times  are  good  and  folks  are  willing  to  spend  money,  advertising  suggests 
that  they  spend  more  mone3% 

When  times  are  bad  and  folks  don’t  want  to  spend  mone3',  advertising  should  create 
desire  for  and  recognition  of  necessities. 

“Times  are  dull  and  business  is  duller,”  growls  the  business  bear.  Unnaturall3’  in 
fact,  3'et  naturall3"  as  he  sees  it,  he  overstudies  economics  until  he  worries  himself 
into  a transient  attack  of  business  parsimon3’. 

When  the  bu3'er  practices  frugality  the  unbusinesslike  business  man  hacks  down 
expenses  with  the  broadaxe  of  ignorance.  Better  it  would  be  for  him  if  he  cut  ex- 
penses with  a fine-tooth  saw,  for  the  unassisted  arm  ma3^  swing  the  axe  while  the 
sense  will  wield  the  tool  of  intellect. 

Good  business  logic  never  chops  an3’thing.  It  cuts  it. 

The  intelligent  business  man  leads,  not  follows,  his  customers. 

In  quiet  times  folks  recognize  necessities,  but  half  of  them  don’t  feel  that  the3' really' 
need  them  until  somebod3^  tells  them,  and  the  telling  friend  is  the  well-worded  adver- 
tisement always  telling  what  people  want  to  be  told. 

You  might  as  well  stop  feeding  the  horse  because  the  weather  is  unsuitable  for 
using  him,  as  to  stop  advertising  because  people  think  the  times  are  not  adapted  to 
bu3nng  him. 

As  y oil  would  feed  3’our  horse  with  oats  so  feed  3-our  customers  with  advertising. 

Because  3'ou  have  nothing  new  to  advertise  is  no  I'eason  wh3'  3’()u  shouldn't  advertise, 
for  old  things  with  new  advertising  seem  as  fresh  as  new  things  without  advertising. 


PROBABLE  PROVERBS 


39 


Whcn'folks  want  to  buy  any  fool  can  sell  them. 

When  folks  don’t  want  to  buy  advertising  must  help  to  make  them  buy. 

There  may  not  be  a dull  season  in  a live  store. 

An  ounce  of  advertising  before  the  trade  goes  may  be  better  than  a pound  of  ad- 
vertising after  it  has  gone. 

In  good  times  take  advertising. 

In  dull  times  take  advertising. 

The  health  of  trade  must  take  advertising. 

The  sicker  the  business  the  bigger  the  advertising  dose. 

A seller  can’t  have  a better  introduction  than  the  introduction  of  advertising. 

The  house  that’s  known  is  the  house  that  advertises,  and  the  house  that  advertises 
will  sell  more  goods,  all  things  including  drummers  and  salesmen  being  equal,  than 
the  house  that  is  never  seen  in  print. 

Advertising  should  precede  the  salesman,  accompany  him,  and  follow  him. 

The  more  you’re  known,  if  you’re  known  favorably,  the  more  you’ll  sell. 

Don’t  discharge  advertising  if  it  refuses  to  be  more  than  a master  of  ceremonies 
and  to  pleasantly  introduce  you  to  the  buyers. 

Printer’s  ink  is  the  nucleus  in  the  firmament  of  profit.  The  blacker  it  is  the  brighter 
it  seems  to  be. 

Advertising  is  casting  business  bread  upon  the  business  waters  that  it  may  return 
in  business  profit,  — perhaps  not  every  time,  but  in  the  philosophy  of  the  mercantile 
sea  the  tide  of  profit  as  often  flows  as  it  ebbs,  and  advertising  is  the  only  oil  that  can 
smooth  the  breaking  of  a panicky  wave. 

Not  how  much  you  can  make  but  how  much  more  you  can  make  is  the  yell  of 
prosperity’s  college. 

Advertising  should  make  money  for  you,  and  if  3'ou’re  making  money  it  should 
make  more  money  for  }'ou. 

Invest  a part  of  3’our  capital  in  advertising.  Invest  a part  of  3’our  profit  in  more 
advertising.  Invest  a part  of  3’our  extra  profit  in  much  advertising. 

Opie  mixed  brains  with  his  paints  and  painted  nature. 

Successful  business  men  mix  brains  with  their  advertising  and  make  mone3\ 

The  cells  of  3’our  spinal  marrow  teach  you  how  to  saw  wood,  but  3’ou’ve  got  to 
go  higher  than  the  spine  to  find  the  seat  of  profitable  publicit3\ 

“ What’s  the  use  of  advertising  when  my  business  is  the  onl3’  one  of  its  class  in 
town  ? ” sa3’s  the  old-fashioned  conservative  objector,  who  runs  b3'  the  water  that 
has  passed,  and  the  alwa3’s  present  Me  Too  ” thinks  his  trade  so  settled  that  the 
wind  could  not  I'ock  it  out  of  place. 

The  mercur3^  of  competition  ma3^  be  frozen  in  the  local  barometer,  but  ever3’  mail 
brings  the  advertisements  of  out-of-town  houses,  which  with  the  express  as  an  accom- 
plice and  the  mail  as  an  all3%  draw  trade  from  every  town  and  hamlet. 

There’s  no  trade  too  settled  to  ignore  advertising. 

There’s  no  monopol3'  too  strong  to  def3’  competition. 


40 


FOWLER’S  PUBLICITY 


If  competition  isn’t  in  town  it  may  be  in  the  next  town,  and  an  enterprising  trolley 
may  connect  them. 

Advertising  is  a trade-holder  as  well  as  a trade-maker. 

It  is  not  whether  or  not  to  advertise,  but  how  to  advertise. 

“ We  are  advertised  by  our  loving  friends,”  and  “ Our  customers  are  our  best  ad- 
vertisements,” sound  well  and  smell  of  poetry,  but  no  man’s  tongue,  nor  no  woman’s 
tongue  perpetually  on  the  wag  can  take  the  place  of  printer’s  ink. 

You  have  something  to  sell.  There  is  somebody  who  ought  to  have  it.  Connect 
your  something  with  that  somebody  and  there  may  be  a trade. 

The  world  over  the  experience  of  every  man  of  success  says  that  advertising  is 
the  only  medium  which  will  assist  and  do  the  preliminary  work  of  bringing  the  pro- 
spective buyer  into  the  store,  or  getting  him  into  a mood  for  buying. 

The  advertisement  which  suits  you  and  suits  your  wife  and  your  minister  and  your 
doctor  and  your  lawyer  and  your  secretary  and  the  members  of  your  club  may  not 
suit  the  public. 

The  advertising  suit  that  the  public  wants  is  the  suit  that  fits  the  public. 

Not  what  you  think  but  what  others  think  creates  trade. 

Don’t  write  your  own  advertisements  if  you  can  find  somebody  else  to  write  them 
for  you. 

A good  business  man  ought  to  know  too  much  to  prepare  his  advertising. 

Nobody  can  know  too  much  about  the  making  and  the  selling,  but  many  a man 
knows  too  much  about  them  to  properly  tell  the  people  what  the  people  want  to 
know  about  them. 

The  advertisement  writer  is  a man  of  composite  qualities  and  he  stands  with  one 
hand  on  the  outside  and  the  other  hand  on  the  inside  and  bumps  the  two  together. 

All  things  being  equal,  the  larger  the  advertisement  the  more  it  will  be  read,  but 
an  attractive  small  advertisement  is  better  than  a poorly  written  one  of  three  times 
its  size. 

The  good  of  advertising  is  in  the  harmonious  combination  of  quality  and  quantity. 

Some  men  invest  their  money  with  a string  to  it.  When  the  money  rolls  around 
the  corner  in  search  of  fertile  ground  they  jerk  it  back  unto  themselves. 

There  are  a sort  of  sufficient-unto-the-da}^  people  who  do  not  believe  in  the  busi- 
ness doctrine  of  looking  out  for  to-morrow  and  the  day  after.  Their  business  methods 
might  run  a peanut  stand  with  a law  requiring  peanut  eating.  This  business  curios- 
ity holds  his  cracked  slate  in  his  lap,  and  with  a split  pencil  figures  that  the  direct 
sales  are  less  within  the  circle  of  the  life  of  the  advertisement  than  is  the  cost  of  the 
advertisement.  Upon  the  rickety  tablet  of  his  mind  appears  a loss  of  profit.  lie 
enters  his  gloomy  closet,  mathematizcs  again,  and  concludes  that  advertising  comes 
altogether  too  high. 

The  inconsistencies  of  human  nature,  in  all  the  nakedness  of  their  frailty,  are  shown 
in  the  lack  of  judgment  of  otherwise  good  business  men  who  attend  to  everything 
well  except  advertising  and  expect  poor  advertising  to  do  good  work. 


PROBABLIi:  PROVERBS 


41 


The  man  witli  something  to  sell  can  no  more  atVord  to  be  out  of  advertising  than 
he  can  atlbrd  to  be  out  of  his  store  or  out  of  his  head. 

The  good  of  all  good  is  in  so  handling  the  good  that  the  good  of  it  docs  good. 

Poor  advertising  pays  poorly. 

(jood  advertising  pa3  s well. 

Better  hit  the  pocketbook  of  one  man  than  the  feet  of  a dozen  men. 

Give  advertising  a chance. 

A few  words  inside  of  a man  are  worth  many  words  outside  of  him. 

Simplicity  is  art  because  the  ignorant  can  understand  it  and  the  intelligent  can 
appreciate  it. 

Don’t  give  people  more  than  they  want. 

Don’t  print  more  than  people  will  read. 

There  can’t  be  dollars  in  senseless  originality. 

If  the  writers  of  the  Bible,  Shakespeare,  Robinson  Crusoe,  and  Pilgrim’s  Progress 
could  get  along  with  words  of  simplicity  there  can’t  be  excuse  for  over-tine  writing  in 
advertisement  construction. 

Over-originality  may  be  as  bad  as  too  much  conventionalism. 

That  which  the  people  can  understand  is  far  better  than  that  which  }^ou  only  un- 
derstand. 

Tell  3^our  story  and  when  you’re  through  telling  it,  stop. 

Write  your  advertisements  from  the  customer’s  standpoint.  You  can’t  make  him 
appreciate  3’our  side  of  it. 

Brevity  is  the  soul  of  publicity. 

If  folks  don’t  know  3’ou  have  it,  what’s  the  good  of  having  it.^ 

The  known  poor  is  more  salable  than  the  unknown  good. 

If  you  don’t  take  pains  to  tell  people  what  you  have,  why  should  they  take  pains  to 
look  it  up  ? 

Folks  must  be  asked. 

Advertising  is  the  only  asker  that  never  objectionably  asks. 

Conglomerate  bait  won’t  catch  hsh. 

The  bait  the  fish  snaps  at  is  the  bait  the  fish  likes. 

Bait  for  what  3’ou  would  catch. 

It  is  easy  to  push  one  point  into  a customer.  The  forcing  of  man3"  points  is  like 
running  a harrow  which  scratches  and  does  not  penetrate. 

The  bigger  the  rolling  snowball  the  more  snow  sticks  to  it.  The  larger  the  ad- 
vertisement, the  more  trade  it  draws. 

All  the  men  who  fail  do  not  advertise,  but  few  who  advertise  fail. 

Folks  will  not  buy  of  the  unsuccessful  merchant,  nor  will  they  trade  at  the  dull 
store. 

Folks  would  rather  be  jammed  in  the  crowd  in  the  store  that  is  crowded  than  buy 
in  the  store  of  vacancy. 

It’s  the  business  of  business  to  talk  business  when  there  isn’t  an3"  business. 


42 


FOWLER’S  PUBLICITY 


Trade  isn’t  worth  having  if  it  isn’t  worth  going  after. 

The  lazy  merchant  wants  advertising  to  do  all  the  work. 

Advertising  is  the  active  man’s  friend  and  the  lazy  man’s  enemy. 

In  good  goods,  good  stores,  good  clerks,  and  good  advertising  is  good  profit. 

Part  of  art,  beauty,  harmony,  and  those  things  which  make  this  life  brighter,  is  de- 
pendent upon  the  appearance  as  well  as  upon  the  substance. 

The  inside  of  most  everything  is  purchased  by  the  appearance  of  the  outside  of  it. 

The  method  of  serving  is  as  important  as  the  quality  of  the  served. 

In  good  goods,  good  appearances,  and  good  surroundings  is  the  trinity  of  success. 

The  poor  well  served  may  taste  as  well  as  the  good  thrown  together. 

First  impressions  begin  lasting  impressions. 

So  long  as  the  inside  is  inside  of  the  outside,  the  looks  of  the  outside  must  mirror 
the  value  of  the  inside. 

The  apples  in  the  barrel  should  be  evenly  distributed  but  all  the  poor  apples 
shouldn’t  be  on  top. 

A business  is  judged  by  the  advertising  of  it. 

What  the  people  don’t  see  must  be  reckoned  by  what  they  do  see. 

What  is,  is,  and  what  will  be,  will  be,  and  he  who  succeeds  in  business  must 
balance  every  part  of  his  business  that  each  part  may  attend  to  its  own  business  and 
assist  the  other  parts  in  minding  their  business. 


Great  Successes 


“ Weighty  words  by  weighty  men  ” 


E writer  asked  the  representative  successes  of  the  world  to  tell  how 
bey  made  advertising  pay,  or  what  they  consider  constitutes  success- 
al  advertising. 

Within  are  chapters  of  fact,  not  theory,  for  each  one  tells  what  he 
as  done  and  how  he  has  done  it,  and  gives  to  the  world  at  large  a true 
sketch  of  the  method  ofhis  most  important  life-work. 

These  men  advertised,  and  are  still  advertising. 

Every  one  of  them  has  been,  or  is,  a pronounced  success. 

Each  one  acknowledges  that  advertising  helped  to  make  his  success. 

These  authoritative  words  come  from  the  representatives  of  every  class  of  legiti- 
mate and  profitable  trade,  presenting  the  successful  advertising  methods  from  every 
department  of  business,  from  the  great  international  and  general  advertiser  to  the  ex- 
tensive retail  advertiser,  and  from  the  conservative  merchant  and  manufacturer  who 
confine  their  advertising  to  the  trade  papers  or  to  printed  matter,  to  some  of  the 
professional  giants  of  profitable  accomplishment. 

This  department  presents  in  the  individual  and  composite  opinions  a series  of 
pictures  reflecting  the  methods  of  success  of  men  of  mark  and  mone}'. 

Woman  has  not  been  forgotten,  and  within  these  pages  is  much  about  what  she 
knows  about  business  and  advertising^. 

o 


This  department  presents  the  opinion,  advice,  and  experience  of  men  representing  a 
combined  capital  investment  estimated  at  six  thousands  of  millions  of  dollars  and  a 
gross  annual  income  estimated  at  three  thousands  of  millions  of  dollars. 

The  reader  will  not  agree  with  all  that  is  said,  and  each  writer  differs  from 
many  of  the  others,  but  good  or  bad  as  their  methods  may  seem  to  be,  they  have 
either  brought  business,  or  have  not  been  able  to  kill  business,  for  in  every  case 
business  came. 

It  may  be  true  that  some  of  the  methods  are  opposed  to  the  correct  principles  of 
advertising  and  business,  and  that  success  was  due  to  other  causes,  but  in  the  aggre- 
gate the  opinions  of  these  men  must  be  right,  or  their  individual  and  collective  suc- 
cess could  not  have  been  possible. 

Comparatively  few  of  these  representative  men  had  ever  before  expressed  a definite 
opinion,  and  the  writer  would  have  to  be  a good  deal  more  modest  than  he  is  if  he 


43 


44 


FOWLER’S  PUBLICITY 


did  not  leel  proud  of  this  voluntary  and  unmistakable  cooperation  from  the  suc- 
cesses of  the  world. 

The  majority  of  the  articles  were  written  by  some  member  or  officer  of  the  com- 
pany, and  the  few  written  by  advertising  managers  or  other  employes  were  prepared 
in  accordance  with  the  house-policy.  None  of  them  reflect  biased  individual  opinion, 
for  all  of  them  tell  the  story  from  the  successful  business  side,  and  rise  far  above  the 
narrowness  of  personal  prejudice. 

These  articles  are  all  presented  as  they  were  written,  subject  only  to  proof  reader’s 
corrections,  and  no  attempt  has  been  made  to  change  the  style  of  construction  or  punc- 
tuation, or  to  adapt  it  to  the  reading  plan  of  the  book. 

In  every  case  the  full  identity  of  the  writer  and  house  has  been  preserved. 

All  of  these  great  successes  are  proud  of  their  accomplishments,  and  many  of  them 
have  taken  occasion  to  speak  enthusiastically  of  their  success  in  business  and  of  the 
quality  of  the  goods  they  make  and  sell.  This  is  their  right,  and  they  would  be  un- 
true to  themselves  and  to  their  business  if  they  did  not  emphatically  express  them- 
selves. 

Perhaps  a few  of  them  considered  this  opportunity  a good  occasion  for  the  adver- 
tising of  their  wares,  and  partially  adapted  their  expressions  to  this  end,  but  they  paid 
neither  the  writer  nor  the  publisher  anything  for  this  privilege,  and  it  would  have 
been  ungentlemanly  and  unfair  to  have  cut  out  these  words  of  just  self-commendation. 

Many  of  the  writers  have  written  of  the  evolution  of  their  business,  and  have  traced 
their  success  step  by  step,  and  a few  of  them  have  written  more  about  business 
than  about  advertising.  This  was  their  privilege,  and  adds  value  to  the  general  com- 
pleteness of  the  department. 

Some  of  the  writers  have  said  that  they  do  not  know  how  the}'  made  their  advertis- 
ing pay,  and  have  told  why  they  did  not  know,  and  these  articles,  because  of  their 
negative  quality  have  the  strongest  affirmative  value. 

All  of  the  articles  were  written  especially  for  this  book,  and  arc  protected  by  the 
general  copyright. 

A few  of  the  articles  were  written  by  the  writer  of  this  book,  because  the  houses 
represented  had  been  his  clients,  but  all  of  these  represent  the  method  of  success 
from  the  standpoint  of  each  business  house,  and  not  the  personal  ideas  of  the  writer. 

That  no  preference  may  be  shown,  the  order  of  articles  is  promiscuous. 

At  the  close  of  this  department  appears  a double  index  presenting  both  the  tirm 
and  individual  members’  names. 


GREA'l'  SUCCESSES 


45 


4'hc  order  of  tlio  articles  is  intentionally  promiscuous  to  avoid  the  appearance  of 
preference.  The  Index  is  alphabetically  arranged. 


A.  & F.  Fears 

London,  Hiifjland,  “ I’cars’  Soap.”  H)  Tlioinas 
J.  Harratt. 

You  ask  me  what,  in  my  opinion,  consti- 
tutes successful  advertising. 

I suppose  tlie  natural  reply  is  “that  which 
pavs,”  and  this,  generally  speaking,  must 
have  for  its  basis  something  which  the  world 
wants,  and  which  satisfies  it  when  it  gets  it. 

It  should  yield  a good  gross  profit  to 
admit  of  bold  advertisement,  arid  should, 
nevertheless,  be  cheap  to  the  consumer. 

This  is  not  an  anomaly  because  the  busi- 
ness which  should  result  enables  one  to  buy 
all  the  elements  of  production  cheaper,  and 
this  same  power  is  extended  to  the  advertising 
expenses. 

The.  largest  buyer  of  publicity  naturally 
obtains  the  lowest  price,  and  cheap  publicity 
is  an  essential  to  success. 

Obviously,  other  things  being  equal,  he  who 
can  attract  the  attention  of  the  greatest  num- 
ber of  people  at  the  cheapest  rate  will  be  fore- 
most in  the  race.  This,  then,  is  the  business 
of  the  advertiser.  The  way  in  which  each 
arrives  at  this  result  depends  very  largely 
upon  individual  character  and  disposition. 

You  ask  me  to  enumerate  some  of  my  own 
methods. 

I suppose  some  of  these  are  dependent  upon 
having  long  years  ago  endeavored  to  elevate 
the  tone  and  character  of  advertisino-,  for 
which  there  was  then  more  scope  than  to-day, 
because  all  advertising  is  now  so  very  much 
better  done  than  it  was  a quarter  of  a century 
ago. 

The  cheapest  advertising  is  that  no  doubt, 
which  the  public  is  kind  enough  to  do  gratui- 
tously by  “ catching  on,”  as  you  expressively 
call  it  on  your  side  of  the  water. 

“You  Dirty  Boy,”  “He  won’t  be  happy 
till  he  gets  it,”  and  “ Good  morning,  have  you 


used  Pears’  Soap,”  are  illustrations  of  these. 
These  successful  essays  have  to  compensate 
for  unsuccessful  ones,  which  have  only  a 
passing,  and  not  a permanent  interest. 

The  daily  newspaper,  the  family  magazine, 
and  mural  advertising  would  appear  to  be  the 
most  popular  and  successful  media. 

To  deal  in  other  than  generalities  would  in- 
volve the  writing  of  a big  book,  and  not  a 
brief  letter. 

I believe  that  a really  good  article  in  general 
use,  having  intrinsic  merits,  and  if  possible, 
special  merits,  that  is  largely,  well,  cheaply, 
and  intelligently  advertised,  should  pay  a good 
percentage  upon  the  investment.  How,  when, 
and  where  such  advertising  is  done  would 
largely  depend  upon  the  individuality  of  the 
advertiser,  as  I have  already  said ; but  as  to 
the  methods,  and  in  what  proportion  they 
prove  profitable,  I do  not  think  any  large  ad- 
vertiser can  speak. 

It  should  be  remembered  that  it  is  always 
daytime  somewhere  in  the  world,  and  stores 
are  always  open  somewhere,  and  the  large 
advertiser  is  getting  sales  during  twenty-four 
hours  every  day. 

As  to  the  relative  value  of  different  media 
or  methods,  I do  not  think  anyone  could 
truthfully  tell  you  much. 

The  advertiser  must  exercise  the  greatest 
care  in  all  his  efforts,  and  judge  by  the  result 
of  their  totality. 

I,  at  least,  have  spent  upwards  of  a million 
sterling  and  am  not  able  to  designate  the  best 
method. 

Doliber-Goodale  Company 

Boston,  Mass.,  “ Mellin’s  Food.”  By  Thomas 
Doliber,  President  and  Treasurer. 

You  have  asked  me  to  answer  the  question, 
“Flow  I made  my  advertising  pa}'?”  I do 
not  know,  and  I will  tell  vou  why  I cannot  tell. 


46 


FOWLER’S  PUBLICITY 


When  I first  became  acquainted  with  Mel- 
lin’s  Food,  it  was  on  the  occasion  of  a mother 
coming  with  her  almost  dying  baby  and  say- 
ing that  she  had  used  Mellin’s  Food  in  Eng- 
land, but  she  had  used  all  she  had  brought 
over  and  must  have  more  immediately. 
“ Cable  for  it,”  said  she,  and  I did  so.  I was 
impressed  with  her  earnestness ; I investi- 
gated; I found  that  Mellin’s  Food  really  had 
merit ; and  I became  interested  in  it.  I 
thought  it  over  thoroughly,  and  I made  up  my 
mind  that  I would  investigate  further.  Just 
what  I would  do  I could  not.  I must  first 
consult  my  senior  partner,  who  was  a hundred 
miles  away  on  his  vacation.  Should  I wait 
until  he  returned?  No,  I had  made  up  my 
mind,  and  why  wait?  I took  the  train  the 
next  morning  and  went  to  see  him,  not  know- 
ing how  soon  he  would  return.  He  returned 
that  very  morning.  Finding  I had  missed 
him,  I took  the  train  back,  and  went  immedi- 
ately to  his  house,  and  at  night  talked  the 
matter  over  with  him,  and  told  him  what  I 
felt  I must  do.  He  did  not  share  my  enthusi- 
asm, but  my  own  enthusiasm  was  not  chilled 
by  his  lack  of  it.  This  was  more  than  twenty 
years  ago. 

The  result  of  this  interview  necessitated  a 
journey  abroad,  which  I immediately  under- 
took for  the  purpose  of  introducing  Mellin’s 
Food  in  America.  There  have  been  many 
obstacles  and  privations  and  drawbacks,  but 
in  all  the  time  that  I have  been  connected 
with  this  enterprise,  I never  lost  my  courage 
but  once,  and  that  was  for  only  a few  hours, 
when  the  machineiy,  from  which  much  was 
expected,  and  which  had  been  set  up  at  a 
large  expenditure  of  time  and  money  and 
thought,  was  found  to  be  ineffectual,  and  had 
to  be  pulled  to  pieces  and  made  over.  I 
never  had  any  doubt  of  ultimate  success  — 
in  fact  I might  better  say  that  I never 
thought  of  success.  I put  my  hand  to  the 
plough,  and  I believe  I can  say  I have  never 
looked  back,  and  from  the  beginning,  down 
to  the  present  moment,  there  has  never  been 


any  cessation  of  the  energy  in  pushing  it 
forward. 

It  required  an  outlay  of  more  than  $25,000 
before  the  first  bottle  of  Mellin’s  Food  was 
made,  and  to  me  at  that  time  it  was  a lartie 
sum. 

All  the  money  I had,  and  all  I could  get 
hold  of,  went  into  Mellin’s  Food.  I gave  up 
a comfortable  residence  in  the  city  and  moved 
to  a small  house  in  the  suburbs.  Once  — I 
say  it  with  a blush  — I offered  to  transfer  the 
life  insurance  policy,  which  had  been  made 
for  the  benefit  of  my  family,  to  an  ad\'ertising 
agent  as  security  for  further  newspaper  adver- 
tising. 

As  for  the  kind  of  advertising  that  has  done 
the  most  good,  if  I knew  what  it  was,  I would 
be  glad  to  tell  it,  but  I do  not  know.  I have 
not  forgotten  that  the  very  first  effort  I made 
to  advertise  Mellin’s  Food  was  in  the  form  of 
a small  three  or  four  line  reading  notice  which 
I put  into  the  Boston  Transcript.  That  notice 
was  read  by  a lady  visiting  at  the  White 
Mountains.  She  at  once  wrote  to  ask  me 
if  I knew,  of  my  own  knowledge,  whether 
this  was  a good  article  : not  what  the  manu- 
facturer said  about  it,  but  could  I personallv 
say  that  I knew  it  was  good.  I replied  that  I 
could,  of  my  own  knowledge,  say  that  it  was 
a good  article.  She  had  a very  sick  cliild. 
The  Mellin’s  Food  was  sent  to  her,  and  she 
administered  it  to  the  child,  and  the  child  im- 
mediately began  to  recover.  She  called  for 
more  IMellin’s  Food  ; she  wrote  a most  warm 
and  appreciative  letter.  I asked  her  if  I 
might  have  permission  to  publish  it ; she  gave 
the  permission,  and  I published  it.  She  was 
a lady  prominent  in  societv  in  I’liiladelphia, 
and  the  publication  of  her  letter  did  a great 
deal  of  good. 

One  day  I called  upon  Mr.  Niles,  the 
advertising  agent,  and  told  him  that  1 had 
seen  a most  interesting  letter  which  IMiss 
Gilder  had  written  from  New  York.  She  was 
then  writing  the  Brunswick  letters  for  the 
Boston  Satuixlav  JA’cning  Cia/ette.  She  used, 


(iRlC AT  S UCCIASSES 


47 


in  that  letter,  a most  apt  expression,  one  that  I 
have  often  made  use  of  since,  that  Mellin’s 
Food  was  already  well  known,  but  that  “ there 
were  always  new  babies  and  new  invalids  ” to 
whom  it  must  be  made  known.  Mr.  Niles 
said  sarcastically,  “ I suppose  you  are  going 
to  file  this  letter  away  and  do  nothing  with 
it?” 

I said,  “No,  I am  going  to  put  it  into 
every  prominent  paper  in  every  large  city  in 
the  United  States,”  and  I did  so,  and  the  re- 
sult was  distinctly  felt. 

I have  said  that  I could  not  tell  what  par- 
ticular thing  has  helped,  or  has  helped  the 
most.  There  has  never  been  a moment,  sleep- 
ing or  waking,  since  I started  this  enterprise, 
that  I have  not  thought  or  dreamed  of  some 
way  to  increase  it,  and  make  it  better  known. 
I have  often  waked  up  in  the  night  with  an 
idea,  and  I would  lie  awake  and  develop  that 
idea  in  my  mind.  I soon  found  that  that  plan 
was  endangering  my  health.  Then  I would 
have  a block  of  paper  and  a pencil,  and  a 
candle  and  matches  in  a chair  at  my  bedside. 
If  I waked  in  the  night,  as  I often  did,  with 
an  idea  that  was  useful  about  the  business,  I 
would  immediately  get  up  and  note  it  down. 
This  would  enable  me  to  crystallize  that  idea 
and  keep  it  where  it  would  be  safe,  and  I 
could  then  go  back  to  bed  and  go  to  sleep. 

What  has  done  it?  It  has  been  newspaper 
advertising ; it  has  been  the  giving  away  of 
samples ; it  has  been  personallv  visiting  sick 
children ; it  has  been  corresponding  with 
despairing  mothers  ; it  has  been  issuing  cir- 
culars of  advice  ; and  it  has  been  everv  other 
means  that  I have  been  able  to  think  of ; but 
what  particular  one  has  done  it,  I do  not 
know. 

It  has  been  done  from  affection ; I may 
truly  say  it  has  been  done  with  love.  I dearly 
love  children,  and  it  has  been,  and  is,  one  of 
the  joys  of  my  life  that  my  business  has  been 
one  to  minister  to  the  comfort  and  happiness 
of  children.  That  it  has  done  so,  I know 
partly  from  the  letters  that  have  come  to  me. 


They  have  been  a source  of  delight  and  pleas- 
ure. They  have  come  unsolicited  ; they  have 
come  in  large  numbers  from  the  medical  pro- 
fession ; they  have  come  from  all  ranks  of 
society,  and  from  all  callings.  The  Empress 
of  Germany  consulted  her  Cabinet,  and  with 
their  advice  and  consent,  in  the  gratitude  of 
her  heart,  she  caused  a letter  to  be  written 
stating  that  her  sons,  the  Royal  Princes  of 
Germany,  had  been  successfully  reared  on 
Mellin’s  Food.  This  was  impressive ; I ap- 
preciated it,  and  I appreciate  as  well  the  illit- 
erate letter  from  the  mother  in  humble  cir- 
cumstances, to  whom  her  little  boy  is  as  dear 
as  the  German  Princes  are  to  the  Empress, 
and  to  whom  the  writing  of  a letter  is  a 
mighty  effort,  but  she  strikes  it  red  hot  from 
the  anvil  of  her  heart  because  she  must  express 
her  gratitude,  and  because  the  maternal  in- 
stinct is  strong  and  she  feels  she  must  help 
other  mothers  who  may  be  in  a like  per- 
plexity. 

Once  a well-known  Episcopal  clergyman 
of  Massachusetts,  whose  testimony  is  unim- 
peachable, wrote  me  that  he  always  kept  in 
his  study,  ready  at  hand,  a bottle  of  Mellin’s 
Food;  that  he  never  was  called  to  baptize  a 
dying  child  without  taking  along  with  him  a 
bottle  of  Mellin’s  Food;  that  he  always  ad- 
ministered it  to  the  child,  and  it  had  been  the 
means  in  his  hands  of  saving  the  lives  of 
many  children. 

What  methods  I have  adopted  I hardly 
know  myself.  I know  that  I will  not  be 
bound  by  tradition ; I know  that  I will  not 
attempt  to  be  consistent ; I will  not  do  a thing 
to-day  because  I did  it  yesterday.  In  fact, 
I may  say  that  inconsistency  is  one  of  my  — 
what  shall  I say,  virtues  or  vices? 

I will  not  do  myself  that  which  I can  find 
some  other  person  who  can  do  as  well  as  I 
can,  and  when  I have  deputized  all  that  can 
be  deputized,  there  is  still  left  an  enormous 
amount  which  cannot  be  deputized  and  must 
be  done  by  me  personallv. 

I have  spent  many  thousands  of  dollars  in 


48 


FOWLER’S  PUBLICITY 


advertising  Mellin’s  Food ; a good  deal  of  it 
may  have  been  spent  unwisely.  I have  done 
a few  bold  things,  but  whether  judiciously  or 
not,  I do  not  know.  But  I will  say  modestly 
that  I have  set  a step  which  some  others  have 
seen  fit  to  follow.  I trust  I have  learned 
something  about  advertising.  But  how  I have 
made  my  advertising  pay,  where  I have  spent 
the  money  most  judiciously,  I wish  I could  tell 
you,  but  I cannot. 

I suppose  you  know  my  definition  of  adver- 
tising. It  is  “ The  making  of  a favorable 
impression.”  All  the  advertising  of  Mellin’s 
Food  has  been  done  with  the  idea  of  making 
a favorable  impression. 

When  you  wish  to  advertise  a chewing 
gum,  or  a child’s  toy,  or  a book,  or  a hook 
and  eye,  or  many  other  things,  which  I could 
mention,  you  can,  if  you  wish,  write  a funny 
advertisement.  But  not  so  in  advertising  an 
infant’s  food.  Do  you  think  a mother  is 
drawn  towards  a food  for  her  baby  by  a ridic- 
ulous advertisement,  or  by  an  advertisement 
which  makes  fun  of  the  sorrows  of  childhood, 
or  makes  fun  of  the  baby,  the  sacred  thing  of 
the  household  ? Never.  It  must  be  digni- 
fied, it  must  be  proper,  it  must  be  interesting, 
it  must  be  to  the  point.  The  pictures  of  the 
healthy,  happy  babies  that  have  been  made  so 
by  the  use  of  the  article  advertised,  is  a kind 
of  advertising  that  makes  a favorable  impres- 
sion, and  it  has  made  a favorable  impression 
for  Mellin’s  Food. 

The  advertising  of  an  infant’s  food  is,  from 
the  very  nature  of  things,  largely  an  advertis- 
insr  for  the  future.  The  mother  reads  the  ad- 

o 

vertisement  to-day  and  hides  it  in  her  heart 
for  future  use. 

I was  once  asked  my  advice  as  to  the  best 
manner  of  advertising  a disinfectant,  because 
I “ had  done  a good  deal  of  advertising.” 
The  enquirer  supposed  that  advertising  was 
simply  advertising,  that  it  was  arranging  dis- 
play type  and  screwing  the  newspapers  down 
to  their  lowest  rates,  not  realizing  that  it  con- 
sisted in  studying  your  own  article  and  learn- 


ing how  to  tell  your  friends  about  that  article. 
I said  that  I knew  nothing  about  a disin- 
fectant. That  he  must  study  that  subject  from 
its  own  standpoint.  Did  a disinfectant  enter 
the  house  by  the  front  door,  or  the  side  door, 
or  the  kitchen  door  ? Was  the  public  read}' 
for  a disinfectant?  Was  not  the  first  thing  to 
educate  the  public  to  require  a disinfectant  ? 
All  these,  and  many  other  things  must  be 
studied. 

I am  not  competent  to  give  rules  for  others, 
but  from  my  own  experience  I have  deduced 
a few  things  which  seem  useful  to  me,  and 
they  may  be  worth  mentioning.  They  are 
these : 

Seize  the  opportunity. 

Make  the  favorable  impression. 

Make  the  lasting  impression. 

Advertise  your  advertising. 

When  you  have  a message  to  utter,  do  not 
tell  it  unless  you  believe  — no,  unless  you 
know,  that  it  is  absolutely  true.  When  you 
know  that  and  when  you  feel  that,  then 

Tell  it  faithfully  ; 

Tell  it  simply  ; 

Tell  it  positively  ; 

Tell  it  as  concisely  as  you  can,  but 

Tell  it  fully ; 

Tell  it  in  large  type  ; 

Tell  it  fearlessly  ; but  above  all 

Tell  it  truthfully. 

If  your  message  is  addressed  to  women, 
and  you  seek  their  conlidence,  and  want  their 
respect, 

Tell  it  with  boldness,  but  with  delicacy. 

Remember  that  the  Public  is  (fs  your  best 
friend  ; 

Remember  that  the  Pulilic  /s  your  best 
friend  ; 

Remember  that  the  Public  is  as  knowing 
as  the  smartest  member  of  it. 

If  you  have  all  these  things  in  your  heart, 
then 

TELL  IT  UNCEASINGLY. 

The  annual  sale  of  Mellin’s  lYod,  reckoned 
by  the  number  of  bottles,  has  reacheil  into 


GREAT  SUCCESSES 


49 


the  millions.  So  far  as  it  has  become  known, 
it  has  won  the  conlidence  of  the  medical  pro- 
fession, and  the  public.  1 have  confidence 
that  some  day  it  will  be  a success,  and  that  it 
will  he  used  by  a majority  of  the  babies  of 
North  America.  When  that  day  comes,  if 
1 can  answer  your  question,  I will  try  to  do 
so — how  I made  my  advertising  pay. 

Standard  Manufacturing  Company 

Pittsburg,  Penn.,  Porcelain  Enauiel  Bath-Tubs 
and  Plumbing  Goods.  By  0.  F.  Grant,  Man- 
ager. 

Tiik  entire  production  of  porcelain-lined 
baths  in  the  United  States  in  the  3'ear  1889 
did  not  amount  to  more  than  ten  per  cent,  of 
the  number  produced  in  1895,  and  it  is  not 
remarkable  that  the  demand  for  an  article  so 
splendidly  adapted  to  the  purpose  for  which 
it  is  intended  amounts  to  onl)^  about  five 
per  cent,  of  the  annual  consumption  of  baths 
of  all  descriptions,  when  the  circumstances 
attending  its  introduction  are  taken  into 

o 

account.  The  natural  increase  in  the  con- 
sumption of  porcelain-lined  baths  was  retarded 
by  the  prejudice  of  the  trade  against  their 
use,  which  was  based  partly^  on  the  fact  that 
the  first  attempts  at  their  manufacture  were 
not  successful  in  producing  a lasting  article, 
but  was  more  largely  due  to  the  radical  de- 
parture from  time-honored  standards  which 
their  adoption  would  necessitate.  This,  how- 
ever, only  explains  why  the  natural  growth 
of  a number  of  j^ears  had  brought  the  demand 
to  so  small  an  amount,  the  principal  reason 
being,  that  no  effort  in  the  wa}'  of  popular 
advertising  had  been  made  to  acquaint  the 
public  with  its  merits  or  to  even  inform  it  that 
such  an  article  was  manufactured. 

In  the  spring  of  1890  we  began,  in  a small 
wa}',  to  feel  the  public  pulse  through  one  or 
two  of  the  magazines.  The  result  was  highl}' 
satisfactory  as  the  demand  began  to  grow  im- 
mediately' and  continued  to  increase  more 
rapidly  than  we  were  able  to  increase  the 


supply',  and  we  began  to  fall  behind  our 
orders.  We  continued  our  advertising,  how- 
ever, and  bent  eveiy  energy'  toward  meeting 
the  demand  promptly',  but  we  had  been  either 
fortunate  in  commencing  our  adv'ertising  at 
the  opportune  moment,  or  were  fortunate  in 
sending  out  advertisements  which  were  con- 
vincing, as  the  demand  continued  to  grow 
until  we  found  ourselves  fairly^  “ snowed 
under,”  and,  production  having  reached  the 
capacity  of  our  plant,  we  were  compelled 
to  build  entirely  new  works,  suited  both  in 
size  and  equipment  to  meet  the  growing 
demand. 

The  difficulty'  of  getting  porcelain-lined 
baths,  owing  to  the  demand  being  larger  than 
the  supply',  caused  others  to  attempt  their 
manufacture,  and  while  their  product  was 
very'  inferior,  they'  were  y'et  able  to  work  it 
off,  ow'ing  largely'  to  the  fact  that  the  public 
was  not  able  to  judge  of  the  quality'  of  an 
article  with  which  it  was  not  familiar,  and, 
havinff  concluded  that  the  enameled  bath  was 

o 

what  it  wanted,  was  satisfied  to  take  anything 
offered  rather  than  use  the  old  style. 

Recognizing  at  the  start  that  in  order  to 
offset  the  prejudice  of  the  trade,  and  to  over- 
come any'  doubt  in  the  mind  of  the  customer 
as  to  the  lasting  qualities  of  our  goods,  it 
would  be  necessary'  for  us  to  assure  the  buy'er 
of  the  honesty'  of  our  statements,  we  guaran- 
teed our  goods,  and  are  to-day'  the  only  mak- 
ers in  the  world  who  make  but  one  quality 
and  warrant  every  tub  turned  out ; that  this 
fact  is  appreciated,  by' both  trade  and  public  is 
evinced  by'  the  “just  as  good”  cry  of  both 
the  makers  and  sellers  of  the  imitation  article, 
and  our  goods  are  to-day'  Standard  in  quality', 
as  well  as  in  name. 

The  fact  that  outside  of  the  cities  and  towns 
having  public  water  supply  we  could  not  hope 
to  find  many'  customers,  coupled  with  the  pe- 
culiar nature  of  the  goods,  made  the  prob- 
lem of  advertising  a somewhat  more  difficult 

o 

one  than  it  would  have  been  for  an  article  of 
more  general  consumption,  and  largely'  re- 


50 


fowlp:r’s  publicity 


duced  the  number  of  mediums  available  for 
our  use,  and  we,  therefore,  confined  ourselves 
to  a few  of  the  best  magazines  ; and  our  later 
experience  has  justified  our  earlier  judgment, 
as  we  have  never  departed  from  the  class  of 
publications  first  employed  with  satisfactory 
results. 

Those  periodicals  which  go  into  and  are 
read  by  the  whole  household,  we  have  found 
to  be  the  best,  and  we  attribute  this  to  the  fact 
that  while  our  announcement  may  not  meet 
the  eye  of  the  purchasing  power,  some  other 
member  who  is  equally  interested  in  the  home 
will  see  it,  and  bring  it  before  the  “ Powers 
that  be.” 

To  write  an  advertisement  that  would  not 
only  catch  the  eye  but  convince  the  reader, 
we  found  to  be  the  hardest  task  of  all,  and  the 
further  we  went  the  more  difficult  the  problem 
became.  We  were  often  puzzled  to  know 
just  what  to  send  out,  and  were  often  surprised 
to  find  that  what  we  considered  only  passable 
brought  the  best  returns. 

The  general  adoption  of  porcelain-lined 
baths  brought  about  a revolution  in  bath-room 
furnishment,  and  their  advent  was  followed 
by  the  adoption  of  other  apparatus  of  improved 
pattern  and  sanitary  excellence,  so  that  the 
modern  bath-room  with  its  open-work  sanitary 
plumbing  displays  a greater  advance  than  any 
other  part  of  the  dwelling  of  to-day. 

That  the  present  excellence  in  bath-room 
equipment  is  largely  due  to  the  impetus  given 
it  by  the  adoption  of  the  porcelain-lined  bath 
is  generally  admitted.  This  being  granted, 
and  the  claim  that  the  general  use  of  the  por- 
celain-lined bath  was  brought  about  l)y  adver- 
tising being  also  admitted,  when  we  consider 
that  the  demand  for  this  class  of  goods  in- 
creased ten-fold  in  a little  over  five  years, 
and  compare  the  general  ecpiipment  of  the 
bath-room  of  to-day  with  the  best  known 
less  than  a decade  ago,  is  it  not  in  keeping 
with  the  facts  to  say  that  it  is  a marked  ex- 
anqile  of  the  beneiits  derived  from  printer’s 
ink  ? 


Union  Pacific  Railway  System 

By  E.  L.  Lomax,  General  Passenger  and  Ticket 
Agent. 

The  Union  Pacitic  advertising  has  been 
made  to  pay  : 

1.  By  taking  the  public  into  our  confidence 
and  making  them  thoroughly  familiar  with 
what  we  had  to  offer : First,  through  the 
newspapers  ; and  second,  by  circulars,  fold- 
ers, and  pamphlets. 

2.  By  always  appearing  the  same  to  the 
public  by  the  use  of  a trade-mark,  and  by 
catchy  phrases  always  the  same — making 
the  familiar  dress  larger  or  smaller  as  the 

o 

case  might  be  — but  always  the  same  dress, 
until  the  public  came  to  look  upon  our  adver- 
tisements as  they  would  iqion  an  old  friend  — 
so  that  no  matter  how  far  removed  from  Union 
Pacific  territory  the  newspaper  or  publication 
was,  or  what  class  of  people  it  was  intended 
to  reach,  just  one  of  the  familiar  Union  Pa- 
cific advertisements  would  at  once  make  the 
public  feel  at  home  with  the  publication. 

3.  By  understating,  rather  than  overstating, 
the  merits  of  the  Union  Pacific  line,  and  thus 
avoiding  misunderstandings  and  apologies  to 
the  public. 

4.  B}^  advertising  in  good  mediums. 

5.  By  making  advertisements  short,  but 
having  plentv  of  them  — always  bearing  in 
mind  that  brevitv  is  tlie  soul  of  wit. 

A.  Shuman  & Company 

Boston,  Mass.,  Wholesale  and  Ketail  Clothiers  and 
Outfitters.  By  Hon.  A.  Shnnian. 

We  make  advertising  pay  by  rendering  a 
clear  statement  of  facts,  entirely  free  from 
exaggeration ; selling  only  good  gootls  that 
possess  intrinsic  value,  and  invariably  giv- 
ing the  juiblic  merchandise  exactly  as  ad- 
vertised. 

The  confidence  tluis  estalilished  in  tlie 
minds  of  tlie  jmblic  makes  our  advertising 

PffiV- 


(;rkat  successes 


51 


Briiismead  Biano  Works 

London,  Kn«land,  Pianoforte  Makers  to  the  Prinee 
and  Prineess  of  Wales,  the  Kin<j  of  Porlnsal 
and  the  lun^  of  Havana.  Hv  John  Hrinsniead 
& Sons. 

Wii  consider  tliat  careful  advertising^  during 
the  past  20  years  has  niateriallv  helped  to  de- 
velop our  business. 

Advertising  is,  as  Macaulay  said,  as  neces- 
sary to  business  as  steam  is  to  machinery. 
The  first  necessity  is  a specialty  that  is  worth 
advertising  ; make  it  known  to  the  world  as 
widelv  as  possible.  The  firm  of  John  Brins- 
mead  & Sons  largely  owes  its  success  to  the 
specialties  that  have  been  patented  by  it  dur- 
ing the  past  35  years,  that  is  to  say,  the  piano- 
forte mechanism  known  as  the  perfect  check 
repeater  action,  the  Castanet  sounding  board, 
the  sound  board  compensator,  the  new  string 
adjustment  and  complete  metal  frame,  the 
tone  sustaining  pedal,  the  string  compensator, 
and  numerous  other  improvements  that  have 
quite  revolutionized  the  English  pianoforte. 
These  specialties  have  been  advertised  at  the 
International  E.xhibitions  of  London,  Paris, 
Philadelphia,  Amsterdam,  Brussells,  Sydney, 
^Melbourne,  Adelaide,  Calcutta,  South  Africa, 
Dunedin,  Hobart,  Brisbane,  Jamaica,  Barce- 
lona, Western  Australia,  Antwerpt,  Naples, 
Cork,  Edinburgh.  The  numerous  gold  medals 
that  have  been  gained  by  the  firm  are  the  best 
advertisements  that  have  ever  fallen  to  the  lot 
of  John  Brinsmead  & Sons,  and  the  fact  that 
Mr.  John  Brinsmead  was  decorated  with  the 
Legion  of  Honor  of  France,  and  also  with  the 
ribbon  of  the  Royal  Portugal  Order  of  Villa 
Vicoza,  made  the  Brinsmead  pianos  increase 
in  popularity  by  leaps  and  bounds. 

The  firm  of  John  Brinsmead  & Sons  prided 
itself  on  allowing  the  excellence  of  its  pianos 
to  be  its  only  advertisement  during  the  first  25 
years  of  its  existence,  but  after  the  Interna- 
tional Exhibition  of  1862,  circulars  and  cata- 
logues were  distributed  with  marked  success, 
and  occasional  advertisements  in  the  leading 

o 


magazines  opened  up  new  business  at  home 
and  abroad.  The  publicity  given  to  the  first- 
class  medals  that  were  awarded  the  firm  rap- 
idly developed  it,  till  its  name  became  a 
household  word  in  Great  Britain  and  the 
(Jolonies. 

John  Brinsmead  & Sons  think  that  to  adver- 
tise a useless  or  inferior  article  is  an  utter 
waste  of  money,  but  to  give  publicity  to  a 
superior  article  that  Is  in  general  requisition 
invariably  yields  good  results. 

To  advertise  in  a wrong  medium  is  value- 
less,  and  much  time  and  money  have  thus 
been  wasted. 

To  advertise  to  an  excessive  amount  is  also 
a waste  of  power. 

Enough  powder  should  be  used  to  send  the 
bullet  home,  but  no  more. 

Gen.  Edward  F.  Jones 

Binghamton,  X.  Y.,  “ Scales.” 

In  reply  to  your  request  as  to  “ How  I 
made  my  advertising  pay,”  I would  sa}'  that 
It  was 

By  Advei'tising. 

Starin  Transportation  Lines 

.\ew  York,  X\  Y.,  for  Passenger,  Freight,  and  E-x- 
cursion  Service,  Starin’s  Shipbuilding  Works, 
Stal  in’s  Summer  Resorts.  By  John  H.  Starin, 
President. 

Advertising  Is  the  life  of  trade,  especially 
in  those  lines  which  wish  to  attract  the  atten- 
tion of  the  general  public.  During  each  season 
about  1,700,000  people  visit  Glen  Island;  to 
secure  their  attention  we  spend  in  the  neigh- 
borhood of  $50,000  for  advertising.  We  be- 
lieve this  to  be  a very  judicious  investment ; if 
it  were  not  made  there  is  no  doubt  that  our 
business  would  fall  off  very  largely  — so 
largely  that  we  are  not  at  all  anxious  to  tiy 
the  experiment. 

No  man  desiring  success  in  business  can 
secure  it  without  advertisinix. 

o 


52 


FOWLER’S  PUBLICITY 


Carson,  Piric,  Scott  & Company 

Chicago,  111.,  Dry  Goods  and  Department  Store. 
By  Manager  Tilton. 

We  can  sum  up  the  whole  question  of  “ How 
we  made  advertising  pay,”  into  this  : 

We  key  all  advertisements,  record  all  re- 
turns, and  made  our  advertising  pay  by  drop- 
ping all  of  it  that  didn’t. 

Incidentally  we  used  “Acids”  as  follows: 

Attraction. 

We  offered  what  was  wanted  and  tried  to 
offer  it  a little  differently  and  better  — for 
quicker  is  better  in  the  mail-order  business, — 
so  we  adopted  a motto  “ The  quickest  Mail- 
Order  House  in  the  world.” 

Concentration. 

As  we  chose  to  sell  the  better  grade  of 
goods,  we  naturally  offered  them  to  the  best 
people  thro’  the  highest  class  (and  highest 
priced  ) mediums.  Thus  we  printed  our  motto 
on  full  pages  in  the  best  women’s  publica- 
tions. 

I ELUSTRATION. 

We  illustrated  every  advertisement  with  pic- 
tures which  we  tried  to  make  look  like  the 
goods  themselves. 

De.SCRII’TION. 

And  tried  to  accompany  each  drawing  with 
as  accurate  a description  of  the  merchandise 
as  every-day  English  is  capable  of. 

SaTISF-VCTION. 

We  perfected  a system  of  careful  order- 
filling, and  tried  to  surprise  by  promptness, 
completing  a transaction  by  making  our  cus- 
tomer repeat  tbe  motto  that  first  attracted  her 
to  us  — “The  quickest  Mail-Order  house  in 
the  world  ” ! 

We  believe  these  “Acids”  will  act  as  a 
trade  tonic,  remove  sluggish  stocks,  and  tlior- 
oughly  cleanse  the  store-system. 


National  Union  Bank 

New  York,  N.  Y.  By  Joseph  C.  Hendricks,  Presi- 
dent. 

Publicity  is  a fine  art  in  itself.  It  needs 
to  be  studied  with  care  and  pursued  with  cau- 
tion. The  money  wasted  in  trying  to  get  it 
would  run  a great  universiU.  The  business 
use  of  proper  means  to  obtain  it  calls  for  the 
best  intelligence.  Tbe  chief  of  a concern 
gives  the  topic  his  best  thought.  The  value 
of  advertising  is  well-known.  It  needs  no 
propaganda.  The  question  is  of  ways  and 
means.  These  must  be  adapted  to  the  busi- 
ness in  hand.  The  refiex  effect  of  injudicious 
advertising  is  as  costly  sometimes  as  the  effect 
of  no  effort  at  all. 

No  general  rule  is  practicable.  Sense, 
talent,  taste,  instinct — these  must  play  around 
each  individual  case.  The  shot  must  be  fired 
so  as  to  hit.  Frequently  a trashy  advertise- 
ment suggests  trashy  goods.  There  are  some 
people  who  are  always  ready  to  be  caught 
with  chaff  and  humbug,  but  men  who  aim  at 
high  and  lasting  success  do  not  stop  to  con- 
sider them.  Success  lies  in  giving  to  people 
what  they  want,  and  in  making  it  as  easy 
as  possible  for  them  to  get  what  you  have  to 
offer. 

Charles  Broadway  Roiiss 

New  York,  N.  Y.,  “Auction  Dry  Goods,”  “Seller 
of  Bverytliing.” 

I Bii/r  iq-)  my  bisnes  by  circular,  begining 
with  a smal  sheet  printed  on  one  side  and 
isued  direct  to  tbe  customer  whos  name  I got 
from  tbe  Comercial  Agency  Boo.x.  In  six 
months,  I printed  this  same  single  sheet  on 
both  sides,  in  a year,  four  pages.  It  is  now 
sixty-four  pages,  and  we  send  out  from  So,ooo 
to  100,000  copies  evry  month. 

We  advertised  our  goods  at  jirices  whicli 
we  hav  alwavs  considered  belo  competition 
and  we  now  hav  between  twelve  and  fifteen 
tliousand  customers. 


c; R K\T  S UCCICSSKS 


53 


EvStcv  ()r<j[an  Company 

liratllcboro,  ^ 1.  Hy  Hoii.  jiiliiis  J.  listev,  Treas- 
urer. 

L\  our  ach'crtisin^  it  is  a very  ditlicult  mat- 
ter to  trace  any  of  our  mediums  or  advertise- 
ments, and  attribute  any  sales  directly  to 
them.  We  have  made  several  attempts  to  do 
this,  but  never  with  any  satisfaction  to  our- 
selves, and  we  have  rather  come  to  the  con- 
clusion that  the  best  method  of  advertising 
for  us  to  pursue  is  to  keep  the  name  of 
“ Estey  ” prominently  before  the  public,  so 
that  whenever  anv  one  thinks  of  an  organ  or 
of  a piano,  he  will  associate  the  name  of 
“Estey”  with  it ; and  then  to  give  our  cus- 
tomers such  a quality  of  work  as  shall  make 
every  purchaser  a staunch  friend. 

Nearly  fifty  3'ears  of  experience  have  proven 
to  us  that  this  course  is  the  wisest  one. 

In  selectincr  the  mediums  for  our  advertis- 

O 

ing  we  always  make  an  effort  to  take  such 
publications  as  we  are  quite  sure  will  go  into 
the  hands  of  the  people  who  are  most  likel}' 
to  become  customers. 

In  the  preparation  of  the  copy  for  our  ad- 
vertisements, the  study  has  always  been  to 
make  them  as  concise  as  possible,  and  as  I 
said  before,  to  emphasize  the  name  “ Este}\” 

I do  not  see  how  I can  make  our  experience 
any  more  clear  bv  multiplication  of  words. 

Thomas  Cook  & Son 

London,  England  ; Paris,  France ; New  York, 
N.  Y.,  Tourists’  Agents  and  Bankers.  By 
the  Manager. 

The  fact  that  the  business  of  Thomas  Cook 
& Son  as  tourist  agents  is  unique  — there  be- 
ing practically  no  competition  — makes  the 
advertising  of  it  a comparatively  simple  matter. 
The  principle  upon  which  the  firm  has  acted 
during  the  55  3'ears  of  its  existence  is  per- 
sistence, — keeping  constantly  at  it ; the  name 
and  business  of  the  firm  has  been  kept  before 
the  public  until  it  has  become,  in  Europe,  the 


East,  America,  and  tliroughout  the  globe,  a 
“ household  word.” 

The  medium  that  has  been  found  the  most 
profitable,  and  which  indeed  the  firm  uses 
almost  exclusively  in  America  and  elsewhere, 
is  the  daily  newspaper.  Better  results  have 
been  obtained  from  advertisements  in  daily 
papers,  metropolitan  and  provincial,  than  from 
an^"  other  means  of  obtaining  publicity  ex- 
perimented with  — posters,  advertising  in  cars, 
mailing  or  otherwise  distributing  circulars  or 
printed  matter,  etc.  All  have  been  carefully 
tested,  and  the  results  obtained  from  advertis- 
ing in  dailies  have  been  so  much  superior,  that 
the  firm  but  seldom  uses  any  other  medium. 

The  style  of  advertisement  used  is  also  one 
of  extreme  simplicity',  the  absence  of  competi- 
tion above  referred  to  rendering  catch-phrases, 
cuts,  or  very  large  amounts  of  space  unneces- 
saiy.  Linder  the  familiar  heading  of  “Cook’s 
Tours,”  are  plainly  but  carefully'  and  accu- 
ratety  set  forth  the  details  of  the  particular 
business  being  advertised  at  the  time,  sufficient 
display'  and  variety  of  type  being  used  to  make 
the  advertisement  sightly  and  intelligible. 

While  the  firm  naturally  considers  the  ser- 
vices they'  render  to  the  travelling  public  the 
chief  factor  in  promoting  the  remarkable  in- 
crease in  their  business,  from  the  small  begin- 
ning in  1841  to  the  present  time,  when  nearly 
every'  principal  city  throughout  the  world  has 
a Cook’s  Office,  they  recognize  the  immense 
advantage,  or  rather,  the  necessity,  of  con- 
stant and  widespread  advertising. 

Yarmouth  Steamship  Company 

Yarmouth,  Nova  Scotia.  By  L.  E.  Baker,  Presi- 
dent. 

The  Yarmouth  Steamship  Company  be- 
lieves in  printer’s  ink  and  in  keeping  its  busi- 
ness constantly  before  the  public. 

We  make  a point  of  having  the  best  of 
everything.  We  have  the  best  steamers.  One 
of  them,  the  S.  S.  “ Boston,”  the  fastest  of 
her  size  in  the  world,  is  245  feet  keel  and 


54 


FOWLER'S  PUBLICITY 


4500  horse  power,  witli  bilge  keels  and  triple 
expansion  engines.  We  had  the  first  triple 
expansion  engine  and  bilge  keel  steamer 
owned  in  Canada. 

Owing  to  our  geographical  position  we  have 
the  shortest  and  most  direct  route  from  Nova 
Scotia  to  Boston.  We  make  the  run  (240 
miles)  in  about  sixteen  hours. 

There  are  no  better  ships  sailing  out  of 
Canada  or  the  United  States.  No  other  line 
has  made  the  record  for  regularity  made  by 
these  ships.  They  were  built  by  the  best 
builders  in  Scotland. 

We  inaugurated  the  Press  Excursions  from 
Boston  to  Nova  Scotia,  and  have  followed 
them  up  for  some  3'ears,  and  our  illustrated 
Guide  Book,  of  which  we  issue  about  10,000 
annualR"  has  been  a wonderful  agent  in 
bringing  Americans  to  our  lovelv  Province. 

Our  coal,  gold,  iron,  fish,  lumber,  fruit 
(about  400,000  barrels  this  3'ear  for  export), 
and  lobsters  (about  150,000  live  lobsters  hav- 
ing been  shipped  on  one  trip  from  here  bv 
S.  S.  “Yarmouth”)  make  us  the  finest  and 
richest  Province  in  the  Dominion ; and  we 
have  the  third  best  hotel  in  British  North 
America,  the  Grand  Hotel,  which  has  about 
one  hundred  rooms. 

Our  town  has  01113^  7000  inhabitants.  We 
are  more  Americanized  than  anv  other  town 
in  the  Province  ; but  we  are  strictl3'  103'al  to 
our  Flag  and  Qpieen. 

The  thermometer  here  rarely  registers  be- 
low zero  in  winter,  and  not  over  65°  to  80°  in 
summer.  We  have  no  hay  fever  or  malaria. 

The  townspeople  have  fine  gardens  ; well 
laid  out  grounds  ; beautiful  hawthorn  hedges  ; 
and  fine  churches,  schoolhouses,  and  resi- 
dences. 

Yarmouthians  boasted  ten  3'ears  ago  tliat 
they  owned  more  wooden  ships  to  each  in- 
habitant than  any  other  town  of  the  same  size 
in  the  habitable  globe. 

We  believe  that  if  you  get  the  best  of  aiiv- 
thing  and  advertise  it,  keep  it  before  tlie  jiub- 
lic  early  and  late,  look  after  it  carefull3'  and 


employ  sober,  reliable,  and  polite  officers  in 
whom  the  public  has  confidence,  and  who 
take  an  interest  in  the  business  and  work  to 
make  it  a success,  vou  will  succeed. 

We  have  the  sportsman’s  paradise  with 
moose,  bear,  duck,  woodcock,  partridge, 
plover,  salmon,  and  trout. 

We  set  apart  a large  sum  annuall3'  for 
advertising,  and  b3'  keeping  our  Steamship 
Line,  our  hotels,  climate,  fishing,  hunting,  our 
Laud  of  Evangeline  (of  which  Longfellow 
wrote  so  beautifulh',  but  never  saw),  and 
Halifax  with  its  fortifications,  its  arm3',  navy, 
and  its  fine  harbour  before  the  public,  have 
made  it  pa3'. 

The  Yarmouth  Steamship  Company  would 
never  have  been  a success  without  constant 
advertising ; and  thousands  of  Americans 
would  never  have  known  the  beauties  of  our 
land  had  they  not  seen  our  Guide  Book  called 
“ Beautiful  Nova  Scotia,”  which  is  sent  all 
over  the  Ihiited  States  and  Canada. 

]M3^  advice  is  to  use  printer’s  ink,  treat  the 
press  men  well,  and  keep  3'our  business  before 
the  world. 

N.  K.  Fairbank  Company 

Chicago,  111.,  Laid,  “ Cottoleiie,”  “ Copco  Soap,” 
“ Gold  Dust  Washing  Powder.”  Ify  H.  C.  Dan- 
nard.  Second  Vice-President. 

I MAY,  perhaps,  value  hard  work  and  per- 
sonal effort  in  sales  management  more  highl3' 
than  some  others  mav. 

We  have  most  assuredl3'  made  our  adver- 
tising pay. 

We  have  aimed,  generalR'  speaking,  to  do 
enoimli  advertisin<r,  whenever  we  did  anv, 
preferring  to  err  on  the  side  of  doing  too 
much  rather  than  too  little. 

But  we  have  proceeded  upon  the  uniform 
theoiy  that  it  was  of  at  least  eipial  impor- 
tance to  create  and  maintain  a sullicient  staff 
of  competent,  faithful,  persevering,  reliable, 
creditable,  well-instructed,  and  thoroughl3'  dis- 
ciplined traveling  salesmen. 


(;  R r: AT  s iicc  i as s ks 


55 


Chicai>'(),  Milwaukee  & St.  Paul 
Railroad 

Cliiai.no,  111.  Hy  Gcorj'c  H.  Ilc.-ilfonl,  ('.encral 
Passeufjer  .Xfjeiit. 

Wii.VTEVKR  medium  will  aUraet  attention 
and  interest  the  public  is  mv  idea  of  success- 
ful publicity. 

A railway  company  can  properly  use  any- 
thing in  the  way  of  an  advertisement,  from 
its  name  on  a tooth-pick  to  a trade-mark 
painted  on  the  pyramids  of  Egypt. 

Nothing  is  too  small  or  too  great  if  it 
succeeds  in  arresting  the  public  eye. 

Newspapers,  booklets,  maps,  time-tables, 
and  magazine  articles,  are,  to  my  mind,  the 
best  mediums  for  reaching  the  first-class  pas- 
sen<iers  desirino;  to  travel  over  a first-class 
road,  viz : The  Chicago,  ^Milwaukee  & St. 
Paul  Railway. 

Studebaker  P)rothers  Manufactur- 
ing Company 

South  Bend,  Ind.,  Carriages  and  Wagons.  By 
Clem.  Studebaker,  President. 

We  w'ill  confess  to  you  that  we  would  much 
rather  sit  at  the  feet  of  Gamaliel  to  learn  than 
to  assume  the  role  of  a teacher  in  attempting 
to  educate  the  public  on  what  constitutes  suc- 
cessful publicity. 

We  look  upon  advertising  as  one  of  the 
most  abstruse  of  the  Sciences. 

Success  in  any  given  direction  is  composed 
of  such  a variety  of  elements,  and  it  is  so 
hard  to  determine  which  of  these  elements 
has  a given  degree  of  importance,  that  the 
precise  value  of  any  particular  form  of  ad- 
vertising presents  to  us  a mystery  difficult 
to  solve. 

One  of  the  advertisers  puts  it  neatly  in  say- 
ing “ We  are  advertised  by  our  friends.”  So, 
in  the  widest  sense,  whatever  we  do  to  make 
friends  may  be  called  advertisincr. 

« c5 


Doubtless  the  basis  of  the  most  enduring 
advertising  that  a manufacturer  can  establish 
is  the  friendliness  created  for  him  with  the 
public  who  has  bought  his  goods  and  found 
them  satisfactory. 

If  he  deceives  with  reference  to  his  goods, 
the  public  will  resent  it,  and  w'ill  turn  away 
from  his  invitations  to  buy,  no  matter  how 
skillfully  or  attractively  these  invitations  may 
he  presented. 

P.  Lorillard  Company 

Jersey  City,  X.  J.,  Tobaeeo.  By  Ellsworth  F. 

Bullard. 

It  being  self-evident  that  no  matter  how 
meritorious  an  article  may  be  in  itself,  it  must 
be  brought  to  the  attention  of  its  possible  user 
before  he  can  become  awai'e  of  its  superiority, 
no  argument  is  necessary  to  demonstrate  the 
fact  that  publicity  is  absolutely  essential  to  the 
success  of  any  article  seeking  recognition  by 
the  public  at  large. 

“ Successful  publicity”  is  that  kind  of  pub- 
licity which  produces  results  which  justify  ex- 
penditures. 

The  methods  which  should  be  used  to  bring 
about  the  desired  “ successful  publicity”  de- 
pend, in  a large  measure,  upon  the  nature  of 
the  article,  the  class  to  whom  it  appeals,  and 
the  existing  trade  conditions  under  which  the 
campaign  for  “ successful  publicity”  is  inau- 
gurated. If  the  article  be  practically  un- 
known, certain  well-knowm  methods,  should 
be  adopted  looking  to  its  rapid  introduction  ; 
but  until  it  has  become  established,  to  a certain 
extent,  as  a standard  article,  it  certainly  would 
be  a lack  of  judgment  to  advertise  it  through 
what  may  be  termed  “ permanent”  mediums. 

Competition  in  all  lines  of  trade  in  these 
days  of  progress  and  activity  is  so  keen  that 
it  behooves  every  aspirant  for  commercial  favor 
to  keep  his  product  ev’er  fresh  in  the  minds  of 
his  possible  patrons.  Renewed  interest  must 
be  created,  and  trade  stimulated  by  every 
legitimate  method. 


56 


FOWLER’S  PUBLICITY 


One  of  our  newspaper  agencies  has  aptly 
remarked  that  “ keeping  everlastingly  at  it 
brings  success.”  Our  experience  and  obser- 
vation impels  us  to  add  that  nothing  short  of 
this  “keeping  everlastingly  at  it  ” will  bring 
that  degree  of  success  to  the  advertiser  for 
which  he  is  striving. 

No  campaign  looking  to  the  introduction 
and  sale  of  any  article  should  be  inaugurated 
until  the  matter  has  had  the  most  careful  con- 
sideration. Certain  methods  can  he  success- 
fully used  under  certain  conditions  which 
would  not  be  desirable  or  prove  efficacious  if 
used  under  certain  other  conditions.  Indeed 
it  would  seem  that  it  is  not  possible  to  lay 
down  any  positive  “rule  of  procedure”  to 
cover  all  cases  ; but  special  treatment  should 
be  prescribed  for  individual  cases  only  after  a 
careful  dia<xnosis  of  the  entire  trade  conditions 
then  existing  has  been  made.  In  any  event, 
however,  unless  the  advertiser  is  prepared  to 
stand  by  his  guns  and  make  an  aggressive 
and  persistent  fight,  it  is  better  for  him  to 
cease  before  he  begins.  The  popularity  of  an 
article  must  be  maintained : trade  must  be 
stimulated  and  ever-increasing  interest  created 
if  success  is  to  be  fully  attained. 

Generally  speaking,  I know  of  no  better 
combination  to  attain  “successful  publicity” 
than  the  public  press  and  display  signs.  The 
signs  popularize  the  article  ; the  press  is  the 
medium  through  which  to  present  the  argu- 
ment in  its  behalf. 

Old  Colony  Steamboat  Company 

“Fall  River  Line,”  New  York,  N.  Y.,  and  Boston, 
Mass.  By  0.  H.  Taylor,  General  Passenger 
Agent. 

You  have,  in  your  usual  straight-from-the- 
shoulder  style,  assigned  to  me  a task  of  more 
than  ordinary  magnitude  in  asking  for  a reply 
to  the  question,  “ I low  I made  my  advertising 
pay,”  for  I must  confess  that  never  before 
have  I attempted  an  analysis  of  the  matter, 
and  find  it  difficult  to  do  so  now,  without. 


perhaps,  unduly  intruding  the  individuality  of 
the  Line  which  I have  the  honor  to  serve. 

Multitudes  of  travelers  representing  all 
parts  of  the  earth,  annually  give  evidence  of 
the  popularity  of  the  Fall  River  Line  and  its 
route,  by  favoring  it  with  their  patronage;  and 
that  unceasing  and  progressive  advertising  on 
well-defined  lines  has  been  a potent  factor  in 
developing  a business  that  could  not  other- 
wise have  reached  its  present  proportions,  is 
to  my  mind  unquestionable. 

Faith,  Persistency,  and  Courage  in  adver- 
tising along  well-defined  lines,  have  been  with 
us  a foundation  doctrine  for  years. 

Faith  in  the  merits  of  our  enterprise  and  in 
the  results  of  this  course  ; Persistency  in  the 
application  of  that  faith  ; and  Courage  to  main- 
tain both.  “We  have  goods  to  sell,”  how- 
ever, have  always  had  them,  and  can  give 
more  of  “Value  received”  with  each  year 
that  passes,  for  we  shall  keep  unceasingly 
within  the  moving  procession  of  advertisers. 

Faith,  Persistency,  Courage  — This  is  how 
“ I made  advertising  pav.” 

Knickerbocker  Trust  Company 

New  York,  N.  Y.  By  J.  Henry  Townsend,  Assist- 
ant Secretary. 

In  undertaking  to  write  a letter  on  the  broad 
subject  of  advertising,  let  me  say  at  the  outset 
that  we  find  it  so  difficult  to  determine  with 
any  certainty  which  mediums  pay  and  which 
do  not,  that  the  most  we  can  do  is  to  say  what 
we  think  constitutes  successful  publicity. 

In  a linancial  institution  this  subject  must, 
of  course,  he  handled  with  great  care,  as  too 
much  advertising,  or  anything  that  appears  to 
he  in  the  least  undignified,  has  a worse  effect 
upon  the  public  mind  than  no  advertising  at 
all,  and  whatever  is  done  must  he  done  with 
absolute  good  taste  and  a show  of  modesty. 

'The  object  to  he  attained  in  advertising,  so 
far  as  concerns  an  institution  like  onrs,  is  to 
make  its  name  familiar  to  the  people  who  are 
possible  clients,  conxincing  them,  of  course. 


(;RK:Vr  SUCCESSES 


57 


by  a statement  of  our  condition,  tliat  our  insti- 
tution is  absolutely  sound  and  merits  their 
trust  and  good-will. 

So  much  depends  upon  conlidence  in  the 
management  of  a linancial  institution,  that  it 
is  thought  best  to  publish  a list  of  olhcers  and 
directors,  so  that  the  public  may  judge  for 
itself  whether  or  not  they  are  men  to  whom  it 
desires  to  entrust  its  money  or  financial  affairs. 

Our  principal  advertising  must  be  in  the 
large  city  dailies  all  over  the  United  States, 
and  in  one  or  two  of  the  very  best  financial 
papers  in  this  city ; nevertheless,  we  find  that 
inserting  a card  in  religious  papers  and  in 
papers  devoted  to  special  interest,  is  very  often 
useful ; but,  on  the  other  hand,  we  consider 
that  we  derive  absolutely  no  benefit  from  such 
mediums  as  magazines,  illustrated  papers, 
country  papei's,  agricultural  papers,  or  litho- 
graphic cards. 

Benefit  is  often  derived  from  a card  inserted 
in  the  program  of  some  very  popular  show 
attended  by  the  class  of  people  from  whom 
business  in  our  line  is  to  be  expected,  as  for 
instance,  in  the  catalogue  of  the  Horse  Show. 

In  choosing  the  proper  mediums  through 
which  to  reach  those  whose  patronage  we  de- 
sire to  obtain,  the  circulation  of  the  papers  used 
must  be  carefully  looked  into,  and  not  only 
the  size  of  its  daily  circulation,  but  the  char- 
acter of  its  readers  must  be  considered  in 
order  that  no  money  shall  be  wasted  in  placing 
ourselves  before  those  whom  we  know  at  once 
have  nothing  to  offer  us. 

In  regard  to  special  lines  of  publicity,  we 
find  it  necessary  to  have  a neat  pamphlet  of 
some  sort  treating  more  fully  the  kind  of 
business  done  by  our  company,  with  hints,  or 
rules,  for  the  transaction  of  business  with  us. 
Such  a book  should  be  small,  neatly  gotten 
up  with  handsome  type,  perhaps  illustrated 
with  views  of  the  interior  and  exterior  of  the 
offices,  and  will  always  accomplish  better 
results  when  free  from  advertisements  of  other 
concerns. 

We  find  it  necessary  also  to  have  informa- 


tion in  a still  more  concise  form,  printed  on  a 
single  sheet,  folded  once,  suitable  for  enclos- 
ing in  letters,  etc. 

The  form  of  the  card  should  seldom  be 
varied  and  it  is  well  to  have  the  name  of  the 
company  set  up  in  some  type  or  manner 
peculiar  to  itself,  so  that  wherever  it  meets  the 
eye  it  is  immediately  recognized,  the  idea 
being  that  the  same  statement  appearing  be- 
fore a person,  year  in  and  year  out,  will  have 
a better  effect  on  the  business  we  solicit  than 
varvin<T  the  size  and  wording  of  the  card. 
Familiarity  with  our  name,  coupled  with  the 
knowledge  that  we  are  worthy  of  confidence, 
does  more  good  than  a detailed  statement  of 
what  we  can  or  will  do. 

It  must  always  be  borne  in  mind  that  too 
little  advertising  is  to  be  preferred  to  too  much 
display,  that  simplicity  above  all  things  is 
desirable,  and  that  a straightforward,  plain 
statement  of  facts  is  always  best. 

We  do  not  consider  frequent  change  of 
mediums  a good  thing  for  the  reason  above 
stated,  for  we  believe  the  constant  presenting 
of  the  name  of  the  company  to  a person,  mak- 
ing it  a household  word  with  him,  will  do 
more  good  than  presenting  it  for  a week, 
or  a month,  or  six  months,  and  then  having 
him  lose  sight  of  it  for  the  same  length  of 
time. 

As  to  position,  — it  is  sometimes  worth  more 
to  have  an  advertisement  next  to,  or  facing 
reading  matter,  but  not  away  from  those  of 
institutions  of  like  character;  although,  in 
financial  papers  where  a person  would  be  apt 
to  look  in  choosing  a Trust  Company,  it  would 
be  overlooked  on  account  of  being  in  the 
midst  of  other  matter. 

In  our  business  there  is  no  time  of  year 
which  can  be  considered  as  out-of-season  for 
presenting  ourselves  to  the  public.  In  dull 
times  more  personal  applications  for  business, 
in  the  way  of  calls  or  personal  letters,  or  a 
combination  of  the  two,  with  special  business 
in  view,  must  be  resorted  to,  as  a great  deal 
is  to  be  gained  in  watching  for  opportunities 


FOWLER’S  PUBLICITY 


S8 

and  making  personal  application  to  the  right 
person,  or  jiersons,  at  the  right  time. 

In  conclusion,  we  are  constrained  to  say 
that  the  very  best  advertisement  is  the  method 
in  which  business  is  conducted  and  the  repu- 
tation obtained  among  clients  for  unvarying 
adherence  to  sound  principles  ; and  it  should 
never  be  forgotten  that  courtesy  to  clients  is 
a great  element  of  success. 

Daniel  Green  & Company 

New  York,  N.  Y.,  “ Alfred  DoRe  Felt  Slippers  and 
Shoes.”  By  the  Manager. 

With  a rock-founded  faith  in  the  merits  of 
onr  goods,  and  the  belief  that  success  could 
not  pass  us  by,  we  began  advertising  ten 
years  ago,  taking  great  care  to  intrust  the 
placing  of  it  to  a thoroughly  dependable  linn, 
and  to  secure  for  a writer  an  efficient  and 
resourceful  gentleman. 

Many  thousands  were  spent  before  they  were 
made,  and  trying  moments  were  not  wanting, 
but  persevering  faith,  grit,  and  brains  won  the 
light  for  the  Alfred  Dolge  felt  footwear. 

Cluett,  Coon  & Company 

Albany  and  New  York,  N.  Y.,  Collars  and  Cuffs. 
By  the  Manager. 

We’ve  been  forty-six  years  in  the  business 
of  manufacturing  collars,  cuffs,  and  shirts, 
and  we  may  perhaps  say  that  we  made  our 
printer’s  ink  advertising  pay  when  we  began 
to  buy  in  big  amounts,  by  first  giving  years  of 
intelligent  effort  to  the  character  of  our  pro- 
ductions. 

We  labored  to  make  goods  which  we  be- 
lieved in,  and  made  it  a point  never  to  put 
any  of  our  trade-marks  on  any  goods  which 
were  not  readily  marketable  on  a basis  of  in- 
trinsic value. 

In  our  judgment  this  is  the  foundation  of 
any,  and  all,  good  advertising,  for  as  a result 
tlie  dealers  and  consuming  public  believe  in 
them,  too. 


We  were  then  in  shape  to  “ spread  out” 
to  buy  lots  of  printer's  ink ; to  help  the 
dealers,  and  ourselves,  bv  creating  a still 
larger  public  demand. 

Some  one  has  said,  “ Truth  is  always  the 
strongest  argument,”  and  we  are  spending 
large  amounts  in  printer’s  ink,  in  simply  tell- 
ing the  truth  about  our  goods  to  people  all 
over  the  United  States,  employing  such  me- 
diums and  methods  as  seem  best  adapted  to 
our  purpose. 

Tlie  whole  thing  is  simply  a universal  ap- 
plication of  honesty  intelligently  manipulated 
from  A to  Z. 

Eastman  Kodak  Company 

Rochester,  N.  Y.,  “The  Kodak  Camera.”  By 
L.  B.  Jones,  Manager. 

We  have  not  many  theories  reg^arding  ad- 
vertising.  We  simply  give  small  doses  of 
facts  in  plain  English  and  plain  type,  and  use 
those  mediums  which  we  believe  will  reach 
the  class  of  people  most  likely  to  purchase  our 
goods. 

Our  advertisements  nsuallv  contain  a picture 
of  one  of  our  cameras,  and  in  such  publica- 
tions as  can  print  half-tones  to  good  advantage, 
we  frequently  use  a picture  made  witli  one 
of  our  cameras.  Occasionally  our  advertise- 
ments contain  both  a picture  of  the  camera 
and  one  made  with  it. 

We,  of  course,  supply  the  trade  liberally 
with  catalogues  and  pamphlets  for  distribution 
among  possible  customers,  as  well  as  tasty 
show-cards  and  enormous  quantities  of  sample 
photographs  made  with  our  instruments. 

When  we  begin  using  a medium,  we  stick 
to  it,  and  rarely  skip  an  issue,  using  extra 
large  space,  however,  at  certain  seasons  of  the 
V’ear.  We  change  copy  once  a month  regu- 
larly. No  “ cojiy  ” has  appeared  two  months 
in  succession  in  the  magazines  in  several 
years,  and  rarely  more  than  four  times  in 
succession  in  a weekly  pidilication.  We  use 
no  dailies. 


GREAT  SUCCESSES 


59 


Old  National  Bank  of  Evansville 

Evansville,  liid.  Ily  Henry  Reis,  Cashier. 

I.\  reply  to  your  request  for  my  opinion  as 
to  “ wliat  constitutes  successful  publicity,” 
permit  me  to  say,  that  my  observation  points 
to  the  fact  that  success  and  prosperity  in  the 
activities  of  life,  whether  in  trade  and  com- 
merce, in  the  legal  and  medical  professions, 
in  the  pulpit,  or  in  the  field  of  politics,  depend 
in  a very  large  degree  upon  publicity.  The 
most  eminent  characters  in  literature,  in  sci- 
ence, in  professional  life,  and  in  commerce 
are  known  by  publicity,  and  without  this 
publicity  many  would  have  remained  in  ob- 
scurity. The  same  principle  applies  more 
especially  to  business  pursuits  of  every  de- 
scription, and  success  and  prosperity  are  im- 
possible without  publicity. 

This  bank.  The  Old  National  Bank,  the 
third  in  succession  to  the  Old  State  Bank  of 
Indiana,  chartered  in  1834,  pred- 

ecessors, made  free  use  of  printer’s  ink  by 
advertising  in  the  local  press,  in  magazines, 
periodicals,  — both  monthly  and  weekly,  — 
illustrated  editions  of  newspapers,  advertising 
sheets  and  circulars,  and  always  with  profit, 
direct  and  indirect.  The  public  must  be  di- 
rected by  such  methods,  or  similar  agencies, 
to  the  banks,  commercial  and  mercantile 
houses,  and  other  enterprises  dependent  upon 
the  patronage  of  the  business  public  for  prof- 
its, success,  and  prosperity.  Liberal  adver- 
tising, in  any  of  the  forms  stated,  indicates 
active  management.  Progressive  and  aggres- 
sive methods  of  business,  extending  favorable 
facilities  to  clients,  offering  fresh  and  clean 
goods  in  the  line  of  the  trade  at  the  current 
prices,  and  always  as  required  by  the  fashions 
of  the  day,  will  pay  and  secure  satisfactory 
results.  The  old  system  of  waiting  for  clients 
and  trade  will,  in  our  day,  lead  to  stagnation, 
failure,  and  bankruptcy. 

We  favor  advertising  in  every  form  as  the 
way  to  prosperity,  and  without  it  we  become 
fogy  and  obscure  in  the  activities  of  life. 


E.  1).  Eddy  Company 

Montreal,  Toronto,  and  Hull,  Canada,  Matches, 
Paper,  Wood-Hoards,  Indurated  Fibre  Ware. 
By  Alexander  Burnett,  Manas’er. 

I 1)0  not  think  the  quality  of  display  has 
been  snfliciently  impressed  upon  advertisers, 
especially  upon  those  who  use  modest  spaces. 
Many  a meritorious  advertisement  would  have 
been  read  by  more  people  had  it  been  dis- 
creetly conspicuous,  for  it  is  no  news  that  the 
advertisement  must  seek  the  eye,  and  not 
vice  versa.  Many  a readable  gem  lies  buried 
under  an  avalanche  of  poster  type  and  rules, 
whereas  if  some  attention  had  been  paid  to 
the  setting,  even  at  the  cost  of  altering  or 
shortening  the  advertisement,  the  result  would, 
in  most  cases,  have  justified  the  act. 

The  possibilities  of  display  with  rules  alone 
are  simply  unlimited.  Wonderfully  striking 
displays  can  thus  be  made  without  disfiguring 
the  page.  Rules  of  various  widths  add  to 
the  effectiveness  by  contrast  to  each  other, 
and  by  shading. 

Of  course  all  this  refers  to  advertisements 
that  do  not  enumerate  many  prices  and  that 
contain  few  words  — few,  but  well-chosen  and 
strong.  An  original  phrase,  a terse  and  tell- 
ing sentence,  are  often  quite  enough  to  fill 
your  space,  which,  no  matter  how  small, 
should  have  not  a huddled,  but  a comfortable 
and  roomy  appearance. 

Display,  in  this  sense,  means  a striking 
contrast.  If  the  page  is  mostly  in  displav 
type,  use  none  at  all : get  up  a plain  and  neat 
advertisement.  Stud}"  the  sheet  and  vou  will 
find  some  way  to  show  up  above  the  others. 

Don’t  be  afraid  to  give  instructions,  or  to 
consult  the  compositor.  He  generally  takes 
a pride  in  constructing  a conspicuous  adver- 
tisement, and  is  always  on  the  alert  to  learn 
of  new  ideas  ; it  is  his  trade. 

Don’t  play  to  an  empty  house : get  the 
people  in.  Talk  to  people  through  your  adver- 
tisement. Catch  your  prospective  customer’s 
eve,  then  work  on  his  economic  sympathies. 


6o 


]^t:)Wler’s  publicity 


Walter  M.  Lowney  Company 

Hoston,  Mass.,  Maker  of  Chocolate  Honbons.  By  John 
P.  Reynolds,  Manager. 

We  are  very  young  advertisers,  but  liave 
been  fairly  successful  at  it. 

For  a long  time  I have  been  impressed  with 
the  fact  that  advertising,  like  art  in  all  its 
various  forms,  namely,  sculpture,  painting, 
and  architecture,  has  been  making  great 
advances.  People  have  become  educated  to 
something  very  fine.  The  natural  conclusion 
from  this  is  that  where  advertising  is  made  up 
of  illustrations,  it  is  so  akin  to  art  that  it  must 
be  very  high-class  if  it  would  absolutely  com- 
mand attention,  and  arrest  the  eye  of  the 
casual  observer.  It  must  be  so  far  and  away 
above  anything  that  the  reader  has  seen  be- 
fore, or  so  new  and  novel,  still  high-class, 
that  he  cannot  fail  to  look  at  it.  And  it  is 
also  very  important  in  my  opinion,  that  it 
should  be  changed  from  time  to  time,  for  very 
much  the  same  reason.  That  is,  the  wdiole 
thing  has  advanced  so  that  even  though  your 
advertisement  may  be  very  beautiful  after  it 
has  become  thoroughly  well-known,  if  it  is 
“ the  same  old  thing  every  time,”  it  is  sur- 
rounded by  so  many  other  very  beautiful  ones 
that  it  is  very  apt  to  be  overlooked. 

I think,  therefore,  that  I should  put  copy 
with  as  few  words  of  explanation  as  will  barelv 
cover  w'hat  is  to  be  said,  and  as  fine  an  illustra- 
tion as  can  be  got,  as  the  most  important  things  ; 
and  then  frequent  changes  of  advertisements, 
as  in  the  case  of  Pears’  soap  ; and  then,  with 
the  same  line  of  thought  in  mind,  it  would 
naturally  follow  that  you  must  go  into  high- 
class  mediums  or  else  high-class  advertise- 
ments will  not  amount  to  very  much.  The 
greatest  amount  of  refinement,  the  greatest 
number  of  really  perfect  and  high-class  draw- 
ings, the  most  perfect  type  work,  that  can  be 
got  into  an  advertisement  are  bound  to  impress 
the  public  with  the  idea  that  it  is  very  beautiful, 
that  the  advertiser  therefore  must  be  himself 
very  high-class,  and  his  goods  very  high-class. 


or  he  could  not  and  would  not  put  out  such 
beautiful  advertisements ; and  with  the  wav 
everything  is  going  in  these  days,  more  good 
will  result  from  getting  that  idea  into  people’s 
heads,  in  my  opinion,  than  any  other  one 
thing.  To  be  known  by  the  public  because 
you  have  shown  them  that  everything  3'ou  do 
is  of  the  very  highest  grade,  is  with  the 
American  people  equivalent  to  receiving  their 
orders,  for  other  things  being  equal,  they  will 
have  the  best. 

Would  you  rather  be  introduced  to  the 
President  of  the  United  States  by  some  seedy 
old  scrub,  or  by  a neat,  refined,  and  polished 
gentleman?  We  prefer  to  be  introduced  by 
the  best  advertisement  monev  will  buy. 

Charles  Le  Bilian  & Company 

.New  York,  N.  V.,  Makers  of  Umbrellas  and  Canes. 

Ify  Charles  he  Bihan. 

How  I made  advertising  pav  will  certainly 
prove  interesting  to  those  who  chance  to 
peruse  these  lines.  When  I opened  in  1889, 
my  Barclay  Street  store,  bought  from  the  late 
Robert  Ray  Hamilton,  I was  greatly  handi- 
capped in  my  attempt  to  become  a successful 
business  man  by  an  absolute  lack  of  capital, 
and  for  the  first  six  months  I bought  and  sold 
umbrellas  supplied  to  me  by  one  of  the  most 
reliable  wholesale  houses. 

In  the  meantime,  being  a great  believer  in 
advertising,  I commenced  to  make  the  public 
acquainted  with  my  name  by  the  liberal  dis- 
tribution of  circulars  (with  samples  of  silk 
attached),  more  than  500,000  of  which  were 
printed  and  given  away  in  the  street  between 
the  months  of  June,  1889,  and  December  of 
the  same  year.  It  did  not  take  me  long  to  see 
the  result  of  my  work  in  that  line,  and  my 
trade  in  a few  months  grew  so  that  I felt 
warranted,  in  the  early  part  of  1890,  in  com- 
mencing manufacturing,  in  order  to  be  able  to 
supply  the  public  with  more  ]U'om|itness. 

My  next  move  in  the  advertising  line  was 
to  take  s]iaces  in  most  of  the  surface  car  lines. 


(;rkat  succicssks 


particularly  Second, Third,  and  Sixth  Avenues, 
Bleecker  Street  and  all  of  the  Fourteenth 
Steet  lines;  also  in  the  llnion  and  Fulton 
Street  elevated  lines  of  Brooklyn.  Besides,  I 
placed  inv  card  in  almost  every  theatre  pro- 
ofram.  This  svstem  of  advertisiim  I have 
carefully  adhered  to,  up  to  this  time,  with  very 
gratifying  results. 

I also  began  to  have  my  name  and  goods 
displaved  on  billboards  in  all  principal  local- 
ities, mostly  around  Central  Park,  and  on 
avenues  generally  used  for  driving. 

I had  hardly  been  established  one  3'ear, 
when  I felt  my  name  was  getting  popular  all 
over  New  ATrk  and  surroundings,  as  the 
coming  umbrella  man  of  fame. 

Of  course,  I did  not  rely  solel\^  on  my  ad- 
vertising to  attain  success,  and  from  the  start 
I paid  personal  dail}'  attention  to  my  business. 
The  buying  of  goods  used  for  manufacturing 
I always  attended  to,  and  by  stud^’ing  the 
public  taste  I succeeded  most  of  the  time  in 
making  selections  of  styles  that  met  with 
public  approval,  and  sold  promptly".  After 
being  in  business  seven  years,  I have  not  on 
hand  any  unsalable  stock.  The  cleanliness 
and  the  tasteful  interior  and  exterior  arrange- 
ment of  ni}^  store  have  often  been  favorabh" 
commented  on  b\"  my  customers.  I have  also 
a facility  for  making  friends,  which  has  un- 
doubtedly greatly  helped  to  command  public 
recognition,  and  in  my  long  experience  in  ad- 
vertising, I have  always  made  it  a point  to 
treat  all  agents  with  invariable  courtes\',  while 
most  of  1113^  3'earl3^  contracts  are  signed 
directh'  with  the  heads  of  the  various  adver- 
tising concerns. 

In  Februaity,  1891,  I took  a $6,ooo-a-3'ear 
space  in  the  cars  of  the  Manhattan  Elevated 
Road,  — a space  near  the  door,  which  I con- 
sidered worth  three  or  four  times  as  much  as 
the  others,  on  account  of  its  larger  size  and 
better  location.  The  pluck  and  nerve  dis- 
pla3’ed  in  signing  a contract  of  such  impor- 
tance for  advertising  a retail  umbrella  store 
were  much  commented  on  at  the  time.  I did 


61 

not  regret  the  move,  however,  and  the  full 
power  of  proper,  judicious,  appropriate  adver- 
tising was  then  revealed  to  me,  for  in  less 
than  a month  the  volume  of  mv  business  had 
more  than  trebled,  my  daily  receipts  jumping 
at  once  to  wonderful  proportions. 

So  handsome  were  the  immediate  results 
that,  while  pa3dng  cash  for  1113^  merchandise 
and  advertising  bills,  I was  able  to  accumulate 
enough  to  open,  in  Ma3',  1892,  two  new  stores 
in  Fourteenth  Street,  one  on  the  West  Side, 
opposite  Mac3'’s,  the  other  on  the  East  Side, 
near  the  Third  Avenue  elevated  station. 

I have  often  been  asked  why  I have  not 
made  a more  extensive  use  of  newspapers  to 
further  1113^  business.  The  reason  is  very 
simple.  While  I believe  them  to  be  the  best 
mediums  in  man3'  cases,  m3"  limited  business 
hardl3"  warrants  me  in  taking  space  in  all  the 
newspapers,  which  would  be  necessaiw,  as  I 
could  not  expect  to  reach  all  the  public  with- 
out doing  so.  A very  small-sized  card  in, 
say  one  dozen,  of  the  best-read  papers  would 
have  cost  me  a great  amount  of  0101103",  and 
would  hardly  have  been  noticed,  while  1113^ 
Manhattan  Elevated  advertising,  conjointl3r 
with  surface  cars,  billboards,  and  theatre 
programs,  created  at  once  a strong,  inefface- 
able impression  on  the  mind  of  the  public. 

I never  have  any  bargains  to  offer.  M3" 
onl3"  object  is  to  have  the  word  “ Le  Bihan  ” 
so  connected  with  the  word  “Umbrella”  in 
ever3"bod3"’s  mind,  that  as  a matter  of  course 
aityone  in  need  of  an  umbrella  will  neces- 
sarily think  of  me,  whenever  the  subject  of 
umbrellas  is  mentioned. 

Magazines  I have  seldom  used.  Their 
space  commands  a heavy  price,  while  most  of 
their  circulation  is  an  outside  one.  Selling 
umbrellas  bv  mail  I have  found  almost  im- 
possible, and  it  would  be  of  no  use  to  me  to 
pa3"  for,  sa3"  100,000  circulation,  when  hardU" 
10,000  of  these  readers  could  get  in  contact 
with  me. 

M3"  idea,  sometimes  criticised,  of  using  1113" 
portrait  in  connection  with  advertising,  has 


62 


FOWLER’S  PUBLICITY 


proven  a good  one,  as  people  who  have  seen 
me  before  entering  my  store  recognize  me  at 
once,  and  are  pleased  to  get  acquainted  with 
any  one  who  has  commanded  public  attention 
in  any  line  of  business.  Besides,  it  has  given 
me  a strong,  durable  personality,  or  rather 
individuality. 

The  yearly  amount  now  spent  in  adver- 
tising amounts  to  about  $9,000,  in  dull,  as 
well  as  in  good,  prosperous  times.  I always 
discount  all  my  bills,  and  have  therefore 
acquired  a very  enviable  credit.  My  name 
is  generally  found  in  such  programs  as 
those  of  the  “ Horse  Show,”  the  “ Food 
Exposition,”  the  “ American  Institute  Fair,” 
and  in  any  athletic  contest  catalogue  or  pro- 
gram that  is  published,  as  I consider  such 
publications  reach  well-to-do  people,  who  can 
afford  to  carry  a “ Le  Bihan  Fin-de-Siecle  ” 
umbrella. 

The  words  “ Fin  de  Siecle  ” have  been 
used  as  a trade-mark  for  over  three  years. 

Hook  & Hastings  Company 

Boston,  Mass.,  Church  Organs.  By  Charles  S. 

Plumer,  Secretary. 

It  is  not  an  easy  matter  to  make  a state- 
ment as  to  “ How  we  made  advertising  pay,” 
because  we  do  not  feel  sure  that  we  have  ever 
made  advertising  pay. 

Our  business  is  a peculiar  one  in  that  it  is 
impossible  to  make  any  sale  of  our  goods  until 
the  need  is  felt  by  the  Church  people,  and  it  is 
ec^ually  impossible  to  develop  this  need  among 
the  people.  It  must  grow  of  itself.  You  will 
therefore  see  that  it  is  a very  discouraging 
business  to  advertise,  and  3'et  for  years  we 
have  used  the  various  religious  papers,  our 
object  being  to  keep  our  name  before  the 
Church-going  people,  so  that  when  they'  felt 
the  need  of  an  organ  they  would  be  familiar 
with  our  name,  and  write  to  us.  As  already 
stated,  we  are  undecided  whether  or  not  this 
advertising  has  paid  ns,  but  we  will  confess 
that  we  do  not  dare  to  remove  our  card  from 


the  eye  of  Church-goers,  because  we  depend 
upon  hearing  from  them  direct  when  in  need 
of  our  wares. 

All  of  our  business  comes  to  us  by  corre- 
spondence, without  ail}'  agents,  and  it  is  an 
open  c^uestion  whether  our  advertising  brings 
us  this  business,  or  whether  it  is  due  to  the 
many'  organs  we  have  distributed  over  the 
country. 

Our  plan  of  advertising  is  to  cover  the 
country'  generally'  in  all  denominations.  We 
change  our  list  from  y'ear  to  y'ear,  and  also 
change  the  make-up  of  our  little  advertise- 
ment. 

Walter  A.  Wood  Mowing  c\:  Reap- 
ing Machine  Company 

Hoosick  Falls,  N.  Y.  By  J.  M.  Carpenter,  Man- 
ager. 

Barnum  is  quoted  as  saying,  that  “ the 
people  like  to  be  humbugged,”  but  this  cannot 
be  said  of  the  farmers  of  the  yvorld,  yvhom  it 
has  been  my'  pleasure  to  reach,  and  yvho  knoyv 
a <iood  thing  yvhen  they'  see  it  — a class  yvhose 
sound  practical  sense  and  good  judgment  must 
be  met  in  the  most  simple  and  practical  yvay  ; 
hence  yvhat  success  has  attended  the  yvriter's 
efforts  has  been  conhned  to  a simple,  clear, 
and  truthful  exposition  of  the  product  of  this 
company',  in  the  most  durable  ady'ertising 
methods  knoyvn  to  the  craft. 

In  the  early  history*  of  harvesting  machines, 
very'  little  effort  yvas  required  to  sell  them,  a 
held  exhibition,  now  and  then,  demonstrating 
their  necessity,  and  causing  prejudice  to  melt 
away* ; at  the  same  time  creating  a demand  for 
machines  far  beyond  the  capacity*  of  manu- 
facturers to  produce,  and  entailing  repeated 
enlargements  of  factories,  year  alter  year. 

Since  then  conqietition  has  brought  the  ad- 
vertiser to  tlie  front,  and  the  business  of  sell- 
ing has  become  an  art  in  which  he  takes  an 
inqiortant  part. 

Old  methods  have  had  to  lie  discarded,  new 


(; R K;Vr  SUCCICSS ES 


ones  adopted,  and  the  l^rain  made  to  do  tlie 
almost  impossible. 

“ Anything  to  attract  attention  in  order  to 
make  sales”  is  the  watchword,  and  novelties 
of  every  shape  and  character  to  catch  the 
eye  have  been  produced,  and  the  end  is  not 
yet. 

In  the  writer's  opinion,  a new  era  is  about 
to  dawn  ; much  of  the  dross  of  present  methods 
will  disappear,  and  there  will  rise  to  take  its 
place,  a cleaner  and  better  system,  absorbed 
almost  wholly  in  the  wide-awake  newspapers 
and  periodicals  of  the  future. 

The  average  farmer  of  to-day  is  a reader 
and  thinker,  governed  much  by  what  is  pre- 
sented in  a plain,  practical  way  and  appeals 
to  his  native  sense,  knowing  well  that  in  order 
to  compute  successfully  in  the  markets  of  the 
world,  he  must  take  advantage  of  experience 
of  others. 

R.  H.  White  Company 

Boston,  Mass.,  Dry  Goods  and  Department  Store. 

By  George  H.  Flint,  Manager. 

To  make  advertising  pay,  you  must  gain 
the  confidence  of  your  readers.  This  means 
that  goods  must  always  be  exactly  as  repre- 
sented in  your  advertisement.  Never,  under 
any  conditions,  should  values  be  exaggerated. 
If  you  gain  the  good-will  of  a customer  by 
giving  him  a bargain  exactly  as  represented 
in  your  advertisement,  you  are  almost  always 
sure  to  gain  the  regular  trade  of  that  cus- 
tomer. Confidence  begets  business.  This 
point  is  one  of  the  most  essential  things  in 
building  up  a regular  trade. 

The  language  to  be  used  in  an  advertise- 
ment, according  to  my  ideas,  must  not  be 
high-flown.  Facts  should  be  stated  just  as 
clearly  as  possible.  No  words  should  be  used 
that  will  at  all  mislead  the  reader.  Make 
every  line  a telling  one. 

In  setting  up  your  advertisement,  do  not 
use  too  many  kinds  of  type.  The  article  you 
have  to  sell  and  the  price  at  which  vou  sell  it 


63 

should  he  the  two  prominent  things  in  your 
advertisement. 

Another  thing;  don’t  think  because  your 
first  advertisement  meets  with  no  success,  that 
you  should  drop  it.  Keep  yourself  continually 
before  tbe  public  and  soon  the  public  will 
begin  to  patronize  you,  provided  of  course, 
you  give  them  what  you  advertise. 

If  you  can,  in  3'our  business,  use  a certain 
trade-mark,  — either  a cut  or  a sentence,  — I 
think  it  will  always  bring  good  results,  and 
your  store  will  always  be  thought  of  whenever 
the  reader  notices  ^mur  so-called  trade-mark. 

These  few  sentences  embody',  to  my  mind, 
the  most  important  ideas  of  advertising. 

Siegel,  Cooper  & Company 

Chicago,  111.,  and  New  York,  N.  Y.,  Department 
Stores.  By  Charles  F.  Jones,  Manager. 

Successful  publicity  is  that  publicity  which 
produces  more  business  — tbe  result  aimed 
for  by  all  mercbants.  Publicity  which  will 
produce  more  business  is  successful  publicity 
for  them.  Immediate  business  is  sometimes 
gained  at  the  expense  of  future  business,  and 
future  business  is  sometimes  gained  at  the 
expense  of  immediate  business. 

Therefore,  successful  publicity  cannot  al- 
wa^'s  be  judged  by  either  the  present  or  the 
future,  for  to  tell  how  much  more  business  one 
has  gained  or  will  gain  by  advertising  re- 
quires the  careful  consideration,  not  only  of 
present,  but  of  past  experience  and  future 
prospect. 

In  this,  tbe  latter  part  of  the  19th  century, 
every  man  advertises  something  in  some  way, 
and  the  difficulty  is  that  the  ways  which  many 
of  us  use  are  not  good  ways  to  accomplish 
the  result  sought.  No  man  is  to-day  trying 
to  hide  the  light  of  his  business  under  a 
bushel.  Many  are  doing  it  through  igno- 
rance or  carelessness,  but  no  one  is  doing  it 
througb  preference.  The  day  has  long  since 
passed  when  any  business  man  can  say’’  that  he 
does  not  believe  in  advertising.  All  those 


64 


FOWLER’S  PUBLICITY 


who  formerly  made  this  assertion  have  long 
ago  retired  from  active  trade. 

The  only  thing  that  the  merchant  of  to-day 
can  say  against  advertising  is  that  he  does 
not  believe  in  some  particular  kind  of  adver- 
tising, for  he  must  acknowledge  that  there  are 
kinds  of  advertising  which  are  unquestionablv 
profitable.  The  difficulty  with  some  men  to- 
day is,  that  they  do  not  believe  in  the  kind  of 
advertising  that  they  ought  to  believe  in,  and 
therefore  do  not  get  the  returns  from  adver- 
tising that  the  man  who  has  considered  the 
subject  more  carefully  is  able  to  get. 

Successful  advertising  is  to-day  done  on  a 
very  narrow  margin.  That  is,  there  are  a 
thousand  pitfalls  surrounding  eveiy  business 
announcement.  The  successful  business  man 
of  to-day  is  the  one  that  uses  liberally  all 
legitimate  means  of  making  known  to  the 
public  the  good  things  which  he  has  to  offer. 

The  most  successful  man  is  the  one  who 
has  the  greatest  abhorrence  of  fake  and 
scheme  advertising,  but  who  believes  most 
thoroughly  in  legitimate  and  honest  publicity. 

I do  not  believe  that  any  man  ever  suc- 
ceeded permanently  in  business  by  mislead- 
ing advertisements  or  by  advertising  unworthy 
goods. 

My  definition  of  good  retail  advertising  is  : 
The  announcement  of  reliable  merchandise 
offered  for  sale  at  reasonable  prices,  through 
an  attractive  advertisement,  placed  in  a me- 
dium w'hich  reaches  the  people  who  are  likely 
to  want  the  goods  advertised. 

The  successful  advertiser  must  have  his 
announcements  right  in  four  particulars:  He 
must  advertise  the  right  goods  at  the  right 
prices  by  means  of  the  right  advertisement 
placed  in  the  right  advertising  medium.  Such 
an  advertisement  alwa3^s  declares  a dividend 
upon  the  money  invested.  But  each  of  these 
four  things  makes  such  a complicated  study, 
that  it  is  only  after  ^auirs  of  experience  that 
any  man  can  ever  hope  to  decide  when  and 
where  they  e.xist,  and  then  even  the  best 
students  are  mistaken.  These  four  right 


things  are  so  firml}^  bound  together  that  the 
absence  of  any  one  of  them  is  liable  to  jeop- 
ardize the  value  of  the  other  three.  The 
absence  of  any  two  of  them  in  nearl}^  all 
cases  makes  the  effort  to  secure  publicity  an 
unsuccessful  one  ; and  that  is  why  full\r  one 
half  of  the  money  spent  to-day  in  advertising 
does  not  return  to  the  expender  a cent  of 
profit,  and  in  man}'  cases,  not  even  the  prin- 
cipal. 

Advertising  is  a complex  subject,  to  which 
only  general  rules  can  apply.  The  occasion 
and  other  attendant  circumstances  call  for 
actual  study  in  each  instance,  and  it  is  only 
the  experienced  student  who  can  hope  to  avoid 
disaster  in  the  majority  of  cases. 

Heaven  help  the  man  who  in  the  present  day 
attempts  to  advertise  without  careful  thought ; 
it  will  pay  him  a thousand  per  cent,  better  first 
to  devote  his  time  to  studying  the  subject,  or 
to  employ  some  one  who  has  studied  it  from 
actual  contact. 

Grand  Union  Hotel 

New  York,  N.  Y.  l^v  Simeon  Ford,  Proprietor. 

I AM  asked  to  answer  the  question,  “ How 
I made  advertising  pay.” 

I am  not  sure  that  I made  it  pay,  although  I 
think  I have.  Unhappily  the  privilege  of 
seizing  our  guests  by  the  throat  and  demand- 
ing of  them  whether  they  came  in  response  to 
an  advertisement,  or  simply  blew  in,  is  denied 
us.  It  is  true  that  we  have  advertised  and 
that  our  business  has  grown,  but  so  has  the 
business  of  other  hotels  which  have  not  ad- 
vertised. 

A hotel  is  self-advertised,  or,  rather,  it  is 
advertised  by  “ its  loving  friends.”  The  great 
army  of  travelers  and  salesmen  make  a con- 
tinuous circulating  advertising  medium  for  or 
against  a hotel.  If  a man  uses  Pears’  soap, 
he  takes  no  pains  to  disseminate  the  fact,  but 
if  he  puts  iqi  at  a hotel  and  likes  it  or  dislikes 
it,  he  proclaims  his  views  irom  the  house-top. 

A few  years  ago  it  was  easy  to  advertise  a 


(iRKAT  SUCCESSES 


65 


hotel  witliout  buying  space.  The  Palmer 
House  at  Chicago  let  a lew  huuclrecl  sih'er 
dollars  into  the  marble  lloor  ot’  its  barbershop, 
and  that  barber  shop  was,  for  years,  the  Eighth 
Wonder  of  the  World.  Its  glories  have  been 
described  in  every  newspaper  in  the  land. 

’’I'he  Hoffman  House  bar  is  better  known 
thronghont  the  country  than  the  Metropolitan 
Mnsenm,  and  a stranger  could  llnd  his  way 
there  from  any  of  the  Jersey  ferries  by  follow- 
ing the  well-defined  trail  of  hayseed. 

But  nowadays  it  is  not  so  easy  to  get 
talked  about  since  all  the  new  hotels  are  so 
gorgeous. 

Yet  the  Waldorf  is  the  best-known  hotel  in 
the  United  States,  and  Mr.  Boldt  neyer  paid  a 
cent  for  advertising.  His  hotel  is  so  fine  that 
it  is  one  of  the  sights  of  the  city,  and  its 
praises  are  in  every  man’s  (and  woman’s) 
mouth.  But  every  landlord  can’t  have  a Wal- 
dorf, and  competition  has  grown  so  keen  and 
hotels  have  so  multiplied,  that  it  seems  to  me 
the  landlord  who  is  going  to  survive  is  the 
one  who  will  run  his  house  better  than  the 
average,  and  then  let  the  public  know  about 
it  through  the  medium  of  skillfully  contrived 
and  skillfully  placed  advertisements. 

But  when  he  succeeds  in  luring  the  public 
into  his  hotel,  he  must  fulfil  the  promises 
made  in  his  advertisements  to  the  letter.  It  is 
poor  business  management  to  advertise  “ An 
unsurpassed  cuisine  ” and  then  compel  your 
guests  to  choose  between  sudden  death  and 
slow  starvation  ; or  to  advertise  your  hotel  as 
being  “ one  minute’s  walk  from  the  depot,” 
when  it  is  really  ’way  off  in  the  ne.xt  county. 

I think  every  landlord  should  strive  to  have 
something  out  of  the  ordinary  about  his  hotel. 

He  should  give  the  largest  cut  of  pie,  or  the 
most  towels,  or  be  the  nearest  to  the  depot,  or 
have  the  biggest,  or  the  smallest,  or  the  dear- 
est, or  the  cheapest  hotel  — but  he  must  have 
some  feature  in  which  he  excels  all  others, 
and  then  he  should  everlastingly  harp  upon  it. 
The  simple  announcement  of  the  name  and 
location  of  his  hotel  won’t  induce  folks  to 


tumble  over  eacli  other  in  their  efforts  to  get  in. 
He’s  got  to  give  them  some  reason  for  coming. 

The  features  of  our  hotel  which  I have 
always  dwelt  upon,  are  its  being  just  across 
the  street  from  the  depot,  its  moderate  ju-ices, 
and  the  fact  that  we  take  ba(rtra<rc  to  and 
from  the  depot  without  charge.  These  are 
reasons  calculated,  in  my  opinion,  to  make  a 
man  rise  up  and  leave  a comfortable  home, 
kind  friends,  and  solicitous  creditors,  and 
come  to  our  hotel  in  spite  of  himself. 

I have,  for  a number  of  years,  published  a 
guide  to  New  York,  which  I advertise  and 
distribute  freely.  It  is  so  written  that  the 
reader  comes  to  the  conclusion  that  in  order 
to  get  to  any  point  of  interest  he  must  start 
from  our  hotel.  I have  also  injected  into  this 
guide,  from  time  to  time,  flattering  allusions 
to  our  hotel,  calculated  to  impress  the  reader 
with  the  notion  that  to  stop  at  any  other  hotel 
in  New  A"ork,  would  be  a serious  error.  I 
think  this  guide  has  been  a very  valuable 
advertisement. 

Recently,  during  a lucid  interval,  it  dawned 
upon  me  that  there  were  bright  people  who 
could  put  my  views  in  better  and  more  at- 
tractive shape  than  I had  been  doing,  so  I 
went  to  a firm  of  advertisement  builders,  and 
you  have  some  samples  in  Department  7,  of 
the  manner  in  which  they  have  pounded  these 
truths  into  a reluctant  public. 

Gormully  & Jeffery  Manufacturing 
Company 

Chicago,  111.,  “ Rambler  Bicycles.”  By  0.  G. 

Formhals,  Manager. 

We  beg  to  jot  down  a few  answers  to  3'our 
querj',  “ How  we  made  advertising  pa^u” 

Bjr  advertising  onlv  in  high-class  mediums. 

preference  to  mediums  of  large 
circulation,  quality  of  circulation  considered, 
of  course. 

By  catering  to  a clientage  of  possible  and 
probable  purchasers. 


66 


FOWLER’S  PUBLICITY 


By  appealing  in  the  composition  of  our 
advertisements  to  people  of  good  taste. 

By  changing  advertisements  often,  and  deal- 
ing with  one  proposition  at  a time. 

B}"  striving  to  make  our  advertisements 
attractive  and  business-like. 

By  avoiding  advertising  schemes  of  all 
kinds. 

By  supplementing  our  advertising  efforts 
with  a courteous  reception  and  intelligence  in 
our  salesroom. 

By  advertising  in  season  and  out,  without 
cessation. 

By  keeping  posted  and  grasping  certain 
advertising  opportunities  at  the  flood  tide. 

By  being  up  with  the  times  both  in  adver- 
tising methods  and  wares  advertised. 

By  considering  the  quality  of  space,  and 
the  proper  use  of  it,  of  more  importance  than 
quantity. 

By  being  strictly  truthful  in  announce- 
ments and  exact  in  the  fulfilment  of  promises 
made. 

By  avoiding  facetiousness,  and  by  building 
and  placing  our  advertisements  in  such  a 
way  and  in  such  mediums  as  would  impress 
upon  the  readers  the  fact  that,  “It  is  good 
form  to  ride  Ramblers  and  that  Ramblers  are 
used  by  people  of  good  taste.” 

Canada  Atlantic  Railway 

Ottawa,  Ontario.  By  C.  J.  Smith,  Ociieral  Freijfht 
and  Passenger  Agent. 

Too  much  attention  cannot  be  given  to  this 
important  branch  of  the  service.  It  is  an 
investment  and  should  be  invested  so  as  to 
bring  in  a proper  return. 

Generally  speaking,  the  department  in 
charge  of  advertising  is  limited  to  a certain 
expenditure,  consequently  the  matter  should 
not  be  left  to  a spasmodic  consideration,  but 
the  question  should  be  taken  up  and  thor- 
oughly studied  in  all  its  detail,  and  a policy 
of  advertising  inaugurated,  so  to  speak. 

Without  a policy,  the  advertising  matter 


must  be  of  that  haphazard  kind  which  is  not 
conducive  to  success. 

As  to  the  class  of  advertising,  the  channels 
for  getting  it  before  the  public  all  depend 
upon  your  resources.  The}'  are  numerous 
and  can  be  studied  to  advantage. 

The  successful  advertiser  is  the  one  who 
knows  or  has  found  out  how  to  advertise. 
Study  the  question,  take  an  interest  in  it. 

If  you  lack  originalitv,  watch  the  cor- 
porations whose  advertisements  appeal  to 
von. 

You  are  of  the  public,  and  if  thev  strike 
you  favorablv,  vou  may  be  sure  thev  appeal 
to  others. 

Cleveland,  Cincinnati,  Chicago  & 
St.  Louis  Railway 

“ Big  Four  Route,”  Cincinnati,  Ohio.  By  1).  B. 

Martin,  General  Passenger  and  Ticket  Agent. 

We  might  say,  in  a general  way,  that  suc- 
cessful publicity  depends  upon  bringing  the 
true  points  of  excellence  or  superiority  of  the 
article  advertised  to  the  attention  of  probable 
and  possible  patrons  by  judicious  and  legiti- 
mate methods,  in  a pleasing  manner. 

The  question  of  methods  must  necessarily 
be  solved  bv  each  line  of  business  for  itself. 
In  railroad  service  it  has  been  found  necessary 
to  take  advantage  of  numerous  devices,  such 
as  posters,  newspaper  advertising,  etc.,  in 
addition  to  a very  large  amount  of  personal 
solicitation  from  city  and  traveling  rejiresenta- 
tives  of  the  road.  As  railroad  advertising  is 
probably  designed  to  reach  a more  varied 
class  of  patronage  than  almost  any  other  kind 
of  advertising,  methods  of  accomplishing  tliis 
are  necessarily  largely  divershied,  and  one 
of  the  lirst  retpiisites  of  success,  to-day, 
is  the  faculty  of  approaching  a certain  class 
of  peojile  with  a certain  article,  at  the  time 
and  in  tlie  manner  best  calcnlated  to  win 
friendship  and  patronage  ; for  to  a yast  lund 
of  information  on  general  subjects,  the  sue- 


(iRKAT  Sl’CCKSSKS 


67 


cessl'ul  aclvLM’liser  must  add  a witlc  knowlcdjre 
of  Immaii  nature. 

Sunmiing  the  matter  up,  there  must  first  he  a 
necessity  or  desire  for  a particular  article,  then 
the  article  designed  to  supply  the  want,  and 
lastly  a man  well  posted  as  to  the  need,  the  arti- 
cle and  the  consumer  to  bring  these  together. 
Whether  the  introduction  is  performed  through 
the  medium  of  printer's  ink,  correspondence,  or 
personal  solicitation,  is  a matter  to  be  governed 
by  the  circumstances  in  each  particular  case. 

We  do  not  claim  to  be  expert  advertisers, 
although  we  may  say  that  the  name  of  the 
“ Rig  Four  Route,”  with  its  accompanying 
trade-mark,  is  not  unknown  in  the  land. 

Right  Reverend  C.  K.  Nelson 

Bishop  of  Georgia,  Atlanta,  Ga. 

Upon  the  subject  of  advertising  for  the 
Church,  I have  an  opinion  based  upon  some 
observation  and  experience. 

It  must  not  be  overlooked  that  the  Church 
has  a legitimate  business  side,  one  feature  of 
which  is  to  reach  men,  to  be  known  to  them 
as  a real,  readv,  and  prompt  influence  for  all 
good.  One  way  of  proving  effective  in  this 
line  is  to  give  suitable  publicity  to  the  Church 
— her  Clergy,  her  services,  the  variety  and 
successes  of  her  work,  and,  when  it  may  be 
necessary,  to  claim  a certain  share  of  the 
sympathy  of  the  public. 

I am  well  aware  that  in  each  of  these 
directions,  the  advertisement  of  religion  or 
religious  connections  is  sometimes  very  much 
over-done.  But  there  is  a wide  difference 
between  the  reticence  of  those  people  — rather 
old-fashioned,  I should  say  — who  have  an 
idea  that  the  publishing  of  the  Church  is  con- 
trary to  the  spirit  of  the  words  of  the  Founder 
of  our  religion,  “ Let  not  thy  left  hand  know 
what  thy  right  hand  doeth,”  and  another  class 
which  indulges  in  the  vulgarity  of  advertising 
the  efforts  and  works  of  religion  in  the  man- 
ner employed  by  opera  troupes  and  other  dis- 
tinctly secular  institutions. 


The  custom  used  to  be  to  put  tlie  name  and 
address  of  the  sexton  on  the  outside  wall  of 
the  church.  We  are  new  enough  to  consider 
it  cpiite  as  important  to  let  the  people  know 
who  the  pastor  of  souls  is  and  where  he  dwells, 
as  well  as  the  man  who  is  to  take  care  of  their 
mortal  remains.  The  publication  of  notices 
of  the  Church  should,  in  the  judgment  of  the 
writer,  embrace  the  location  of  the  buildings, 
the  hours  of  services,  tlie  particularizing  of 
the  time  of  meetings  of  Guilds  and  societies 
in  which  increase  of  membership  is  a thing  to 
be  desired  ; name  and  address  of  the  Clergv, 
and  on  some  occasions  a description  in  clean 
English  of  particular  services. 

Where  a mission  is  to  be  held  or  a special 
course  of  services,  the  preacher  might  make 
known  any  special  sermons,  but  my  consent 
does  not  go  with  the  weekly  sensational 
topics,  least  of  all  with  the  very  recent  mode 
of  advertising  by  some  of  the  denominations, 
which  leaves  a very  positive  impression  that 
the  concerted  music  is  the  most  important 
thing,  unless  it  be  the  collection  which  is  sup- 
posed to  follow. 

We  admit  that  there  are  and  should  be 
legitimate  attractions,  and  that  the  Church 
should  hold  out  a light  by  which  men  may 
see  the  way  into  the  Church  and  walk  by  it. 
But  it  is  clearlv  a degradation  of  proper  pub- 
licity so  to  advertise  the  offices  of  religion  as 
to  give  the  people  the  idea  that  we  are  run- 
ning a concert-hall  for  Sunday  goers. 

Rev.  R.  S.  Storrs,  D.D. 

Brooklyn,  \.  Y.,  The  Church  of  the  Pilgrims. 

My  experience  in  the  matter  of  Church 
advertising  has  been  very  limited,  and  I have 
never  given  especial  thought  to  the  general 
subject. 

For  several  years  “ The  Church  of  the 
Pilgrims,”  in  Brooklvn,  of  which  I am  pastor, 
has  been  in  the  habit  of  giving  brief  announce- 
ments, in  the  Saturday  evening  papers  of  the 
city,  of  the  hours  of  public  worship  on  the 


68 


FOWLER’S  PUBLICITY 


following  vSunday,  occasionally,  but  rarely, 
adding  mention  of  anything  special  in  the 
services  in  which  the  public  may  he  supposed 
to  have  interest. 

Something  of  this  sort  seems  to  be  proper, 
almost  necessary,  for  a changeful  population 
scattered  over  as  wide  an  area  as  that  of 
Brooklyn,  for  the  many  strangers  transiently 
in  the  citv,  and  for  a Church  located  at  a 
distance  from  existing  centres  of  population. 

The  arrangement  has  worked  well  with  us, 
and  will  no  doubt  be  maintained. 

But  the  Church  is  primarily  a Household- 
Church,  aud  nothing  in  the  wav  of  sensa- 
tional advertising  would  be  in  our  line. 

Syracuse  Cycle  Company 

Syracuse,  Y.,  “Syracuse  Bicycles.”  By  John 
C.  Bowe,  President. 

“ Individuality  ” is  the  best  word  to  ex- 
plain our  system.  While,  of  course,  we  em- 
ploy the  newspapers  and  periodicals  to  a large 
extent,  and  in  fact  are  liberal  with  printer's 
ink  and  the  sign-painter’s  brush,  yet  accord- 
ing to  our  way  of  thinking,  these  do  not  en- 
tirely cover  the  ground.  We  need  not  dwell 
on  the  virtues  of  newspaper  advertising,  but 
wish  to  say  that  we  pay  particular  attention 
to  our  display  advertisements,  alway'S  giving 
complete  and  full  directions  as  to  style  of  tvpe 
and  border  and  insisting  upon  having  a proof 
furnished.  To  insure  satisfaction  and  good 
results,  these  minor  details  must  be  considered. 

Do  not  let  your  advertising  become  stale. 
For  each  issue  have  new  matter,  and  withal 
have  your  advertisements  different  from  those 
of  your  competitors.  Some  of  our  friends  will 
ask  what  is  meant  by  individuality  in  connec- 
tion with  this  article,  as  the  methods  we  em- 
ploy are,  as  given  here,  not  unlike  those  of 
many  other  large  advertisers.  Pardon  us  for 
referring  directly  to  ourselves.  We  shall 
illustrate  our  meaning  as  follows  : 

The  North  American  Indian  is  a prominent 
feature  used  in  advertising  Syracuse  Bicycles. 


We  have  surrounded  ourselves  with  a mythi- 
cal tribe  known  as  “ Sycamores.”  Many 
riders  of  our  bicyxles,  particularly  the  racing 
element,  are  pleased  to  call  themselves  Syca- 
mores. We  issue  a weekly  paper  called  “ War 
Paint,”  which  has  a large  circulation,  and 
keeps  interest  at  fever  heat  among  the  tribe. 
Each  week  there  appears  in  “War  Paint”  a 
Sycamore  legend,  written  in  the  jingling 
metre  of  Longfellow’s  “ Hiawatha.”  A close 
observer  of  our  magazine  advertisements  will 
have  noticed  that  the  Indian  plays  a prominent 
part  in  them,  as  also  in  our  poster  and  sign 
work.  Visitors  at  the  National  Cycle  Shows, 
held  each  year  at  New  York  and  Chicago, 
will  bear  us  out  in  the  statement  that  we  are 
“ Good  Injuns.” 

Nor  is  this  the  only  wav  in  which  our  adver- 
tising is  individualized.  We  have  used  the 
e.xpression,  “ Crimson  Rims,”  so  largel}"  that 
we  will  venture  the  statement  that  we  are  as 
well  known  as  “ Crimson  Rimmers  ” as 
“ Sycamores.”  We  use  some  catch  phrases, 
which,  when  heard,  suggest  our  wheels.  For 
instance:  “ Thev  spin  to  win,”  “Choose  a 
beauty,”  “ Win  a buyer,”  “ Buy  a seller,” 
“Sell  a winner,”  “Crimson  Rims  breed 
champions,”  “ There  is  but  one  Crimson  Rim 
— it  is  the  Syracuse.” 

Probablv  one  of  our  best  strokes  of  adver- 
tising was  the  presentation  of  a Svracuse 
Bicycle  to  His  Excellency  Li  Hung  Chang, 
Viceroy  of  China.  This  was  done  at  Wash- 
ington, D.  C.,  during  his  recent  visit  to  this 
countrv.  iManv  of  the  metropolitan  dailies 
published  the  fact,  some  giving  prominent 
headings  to  the  storv,  and  some  illustrating  it 
with  cartoons.  The  United  Press  Associa- 
tion rejiorted  it  over  its  wires,  and  at  the  time 
the  affair  created  a decided  sensation  in  the 
cycling  world. 

We  trust  we  have  expressed  ourselves  clearly 
as  to  “ How  we  made  advertising  ]>ay,”  aud 
that  our  readers  will  appreciate  that  there  is 
an  individualitv  in  the  methods  eupiloved  to 
bring  Svracuse  Bicvcles  before  the  public. 


(iRlCAT  SUCCKSSKS 


69 


We  are  linn  believers  in  advertisint^.  In  the 
Inislle  and  bustle  of  the  competition  of  these 
days,  advertising  is  the  battle  royal  of  ambi- 
tion anti  enterprise. 

Julius  Saul 

Albany,  N.  Y.,  Outfitter  for  Man,  Woman,  and 
Child  from  Head  to  Foot. 

I KNOW  of  no  better  manner  in  which  to 
relate  “How  I made  advertising  pay  ” than 
to  go  back  to  the  days  of  ’56,  when  armed 
with  the  riches  of  a solitary'  live-dollar  gold 
piece,  I first  set  foot  on  the  soil  of  this  great 
and  glorious  country',  and  trace  the  outlines 
of  the  history  of  a business  house,  during  the 
past  forty  years. 

A short  period  of  time  found  me  located  at 
Catskill,  N.  Y.,  yvhere  for  two  years  I yy'orked 
for  a merchant  tailor,  frequently  more  than 
sixteen  hours  a day,  at  an  average  yvage  of  $16 
per  month.  While  acknoyvledging  my  very  sat- 
isfactory service  he  decided  that  he  could  not 
pay  me  more  than  $15  tt  month.  I submitted 
for  a time,  but  hnally  started  a tailoring  busi- 
ness of  my'  oyvn  in  the  same  village  yvith  $200 
that  I had  saved  in  the  meanwhile.  In  due 
time  I thrived  satisfactorily',  much  to  the 
chagrin  of  my  former  employer,  then  my' 
competitor.  And  I believe  that  I yvas  pecul- 
iarly' fortunate  in  receiy'in^  the  first  advertis- 
ing  of  my  merchandise,  business  principles, 
and  business  success,  at  the  hands  of  my  most 
enviously  clamorous  competitor : fortunate, 
because  a similar  amount  of  publicity  has 
time  and  again  since  then  cost  me  thousands 
of  dollars ; and  because  this  experience  led 
to  a further  development  of  the  then  some- 
yvhat  embryonic  notion  that  it  pays  to  adver- 
tise a good  thing  judiciously. 

After  nine  years  of  business  building  in 
Catskill,  and  yvith  $25,000  to  my  credit,  I 
located  in  Troy,  N.  Y.,  in  1867.  Here  I 
believe  I scored  my  greatest  advertising  suc- 
cess, by  establishing  the  pioneer  one-price 
clothing  business  of  that  section.  People  said 


it  could  not  be  done  yvitb  clothing  ; customers 
yvould  remark  that  they  “ never  heard  of  such 
a thing  as  one  price  in  a clothing  store,”  to 
yvhich  I yvould  reply  that  they  heard  it  now. 

It  yvas  tyvo  years  before  I gathered  together 
a suHicient  number  of  patrons  to  make  my 
business  a paying  investment;  but  “Time, 
the  great  friend  of  truth,”  together  yvith 
“ square  dealing,”  good  values,  live  adver- 
tising, industry,  economy,  and  “constancy  to 
purpose,”  yvon  the  day,  and  placed  my  busi- 
ness upon  a firm  basis.  And  a constant  in- 
crease of  receipts  for  many  years  afteryvard, 
exploded  the  theory  that  “ the  American  peo- 
ple yvant  to  be  humbugged,”  and  proved  the 
truth  of  saydng  that  “ you  can’t  fool  all  of  the 
people  all  of  the  time.” 

Having  gained  the  confidence  of  the  public, 
I never  once  abused  it,  and  in  1879  I erected 
yvhat  yvas  then  considered  the  finest  business 
edifice  in  Troy.  During  the  year  ’84,  I 
opened  a branch  store  in  the  city  of  Albany, 
N.  Y.,  yvhich  proved  another  successful  ven- 
ture. This  yvas  for  the  sale  of  men’s  clothing 
exclusively,  until  ’89,  yvhen  I purchased  one 
of  the  largest  business  properties  in  that  city, 
and  have  since  been  developing  a specialty,  — 
the  sale  of  clothing  and  outfitting  of  men, 
women,  and  children  from  “ head  to  foot,” 
thereby  making  my  Albany  enterprise  the 
main  yvorks. 

This  specialty  includes  every'thing  needed 
from  “ head  to  foot,”  by  man,yvoman,  or  child  ; 
and  embraces  a field  broad  enough  to  admit 
of  fully  utilizing  my  present  property. 

So  much  for  business  history',  and  noyv  for 
a feyv  facts  about  the  modern  advertising 
problem. 

Advertising  can  be  made  to  pay,  not  by 
those  yvho  blindly  rush  into  it  yvithout  suffi- 
cient knoyvledge,  but  by  one  yvho  understands 
its  application.  In  this  age  ady'ertising  has 
become  a necessity,  by  virtue  of  its  existence 
and  groyvth.  It  is  the  life  of  a business  and 
without  it  business  yvill  crumble  and  decay. 
It  is  a stubborn  fact  that  refuses  to  be  ignored. 


FOWLER'S  PUBLICITY 


70 

and  is  to  be  conquered  only  by  one  who 
analyzes  and  examines  the  comparative  phi- 
losophy of  all  advertising  science  ; to  whom 
the  knowledge  of  a “Fowler’s  Publicity,”  and 
other  works  of  a similar  character,  is  quite  as 
necessary  as  a Lockhart’s  life  of  Sir  Walter 
Scott  to  a litterateur,  or  Doctor  Koch’s  latest 
discoveries  to  a bacteriologist. 

The  student  of  the  advertising  problem, 
knows  that  gifts,  hand-bills,  picture  cards, 
fake  schemes,  and  painted  rocks  of  beauteous 
nature  have  been  relegated  to  regions  desolate 
with  the  ruins  of  money  squandered.  He 
knows  that  we  are  now  in  the  throes  of  a sign- 
hoard  advertising  age,  that  must  shortl}^  give 
way  to  the  monarch  of  all  advertising  ages, 
that  of  printer’s  inks.  The  student  of  adver- 
tising knows  that  the  present  advertising  age 
is  the  newspaper  age,  that  the  greatest  return 
from  a given  expenditure  accrues  from  judi- 
cious newspaper  advertising,  and  that  it  is 
probably  the  only  kind  of  advertising  that 
the  advertiser  cannot  afford  to  ignore,  — the 
medium  that  commands  the  greatest  publicity 
for  the  smallest  expenditure. 

Large  numbers  of  advertisers  fail  to  make 
advertising  pay  them  because  their  advertis- 
ing circuit  is  not  complete,  they  lack  proper 
battery  connections  where  the  merchandise 
advertised  is  offered  on  sale.  Merchandise 
and  store  conditions  are  more  important  than 
store  announcements.  The  confidence  of  the 
public,  reliable  mercbandise,  truthful  state- 
ments, good  store  management,  up-to-date 
stocks,  attractive  windows,  and  satisfaction  to 
customers,  make  far  better  advertising  ammu- 
nition than  the  loudest  newspaper  announce- 
ments. I believe  that  some  of  the  important 
causes  of  advertising  failures  are  undesirable 
merchandise,  unattractive  merchandise,  un- 
seasonable merchandise,  “ off  days  ” with 
the  purchasing  public,  spasmodic  advertising, 
lack  of  public  confidence  in  tbe  advertiser’s 
statement,  and  disproportionate  advertise- 
ments. 

I know  of  no  Idunders  that  plav  as  much 


havoc  as  disproportionate  advertisements.  I 
will  illustrate  : A advertises  his  business  once 
a week,  using  a four-half-column  space,  in- 
stead of  using  one  half-column  space  four 
times  a week.  B has  just  come  to  town  to 
open  a new  store.  Ilis  advertisements  are 
half  the  size  of  the  entire  newspaper,  day 
after  day  for  say  three  weeks,  and  proclaim  in 
silverv  verbiage  that  he  is  the  leading  fool  of 
the  town  ; his  socks  the  biggest,  his  store  the 
largest,  his  prices  the  lowest.  No  type  is  too 
large  for  his  announcements ; no  bluster  too 
great.  When  the  public  is  fatigued  and  dis- 
gusted with  being  trodden  upon,  pulled  to 
pieces,  relieved  of  its  watches  and  other  minor 
bits  of  surplus  wealth  while  trving  to  get 
through  the  crush  and  rush  in  front  of  the 
man’s  store, — which,  by  the  way,  is  at  least 
as  large  as  the  “Old  Curiosity  Shop,”  — 
things  settle  down  to  normal  conditions  ; the 
merchant’s  trade  grows  better  and  better  until 
finally  it  is  “out  of  sight,”  — along  with  the 
merchant,  while  nothing  remains  but  unpaid 
advertising  bills,  and  the  man  who  asks  “ Does 
advertising  pay  ? ” 

For  one  month  C uses  alternately  a half 
page  and  an  entire  page  to  tell  the  public 
about  his  wonderful  business.  When  the 
advertising  bills  appear,  he  retires  to  “ innoc- 
uous desuetude”  for  tlie  next  six  months,  in 
order  to  average  expense  accounts,  and  claims 
that  advertising  doesn’t  pav. 

I)  advertises  his  business  in  a single  quar- 
ter-column space  every  Monday,  Tuesday, 
Wednesday,  and  Thursday,  but  uses  a two- 
column  space  every  Friday  to  tell  the  jmblic 
about  special  cuts  or  greatl}"  reduced  prices 
for  the  next  dav,  with  the  residt  that  a great 
number  of  his  patrons  naturally  wait  for  re- 
duction dav,  which  necessitates  D’s  selling 
too  much  merchaiulise  at  a close  margin  of 
profit,  or  humbugging  the  public  with  tjue.s- 
tionable  price  reductions  — which  chokes  the 
natural  channels  of  trade  to  form  unnatural 
ones. 

I‘l  has  four  full  columns  in  the  paper  in 


(JKKAT  SUCCICSSICS 


wliicli  he  tells  the  public  that  he  sells  I>.  O.  1>. 
pins  at  two  cents  a' paper,  and  Cherry  toothache 
drops  at  half  price  ; and  all  this  because  he 
runs  a dry  goods  department  store,  and  is 
ipiite  sure  his  expenses  are  less  than  those  of 
regular  si^ecialty  stores. 

Then  F prints  an  advertisement  across  top 
of  the  Jiage,  about  one-cpiarter  of  a column 
deep,  to  tell  his  friends  and  patrons  that,  in 
the  future,  he  will  give  a bottle  of  Cherry 
toothache  drops  with  each  two-cent  stamp 
sold  — for  he  finds  that  he  can  do  it,  not 
having  the  great  expense  of  a dry  goods 
store. 

G puts  enough  matter  in  his  half-column 
advertisement  to  fill  one  three  times  its  size. 

And  finally  II,  in  a double  half-column 
says  he’s  “ too  busy  to  write  advertisements,” 
— as  if  the  public  cared  I And  to  make  the 
announcement  still  more  convincing,  he  has 
scattered  a half  dozen  local  notices  to  the 
same  effect  throughout  the  paper. 

Can  any  one  wonder,  that,  with  such  speci- 
mens of  advertising  genius  in  the  world,  there 
should  be  some  question  as  to  wdiether  adver- 
tising pays?  What  w'ould  be  thought  of  a 
landscape  painter  who  painted  the  trees  in  his 
picture  entirely  too  small  in  order  to  save 
enough  room  for  a very  large  barn?  Of  a 
sculptor  who  couldn't  carve  a face  with  life-like 
features  because  the  marble  block  was  only  a 
foot  square?  It  is  this  disregard  of  proportion 
that  degenerates  all  art.  It  is  the  bugaboo 
of  the  novice,  especiallv  in  the  art  of  adver- 
tising. 

Though  I believe  every  man  to  be  his  own 
advertising  expert,  yet  there  are  certain  gen- 
eral rules  and  principles.  To  attain  the  great- 
est success  in  retail  advertising  the  following 
points  must  be  considered  : 

First,  advertisements  must  appeal  to  the  e^'e, 
or  they  will  miss  fire. 

Second,  advertisements  must  be  worth  read- 
ing, or  they  will  not  be  read. 

Third,  advertisements  must  be  well  located, 
or  they  mav  be  skipped. 


I'ourth,  advertisements  must  be  j^leasing,  or 
tliey  may  offend. 

Fifth,  advertisements  must  he  truthful,  or 
they’ll  work  harm. 

Sixth,  advertisements  must  be  placed  in 
mediums  consistent  with  the  character  and 
quality  of  the  merchandise  advertised. 

Seventh,  advertisements  must  be  placed  only 
in  those  mediums  with  a circulation  warrant- 
ing the  rates  charged. 

Eighth,  advertisements  must  be  continuous, 
and  frequently  changed,  for  the  value  of  ad- 
vertising lies  in  its  continuity. 

Ninth,  the  size  of  advertisements  must, 
at  all  times,  be  consistent  with  the  size  of 
the  house  advertising,  and  w'ith  the  actual 
importance  or  value  of  the  announcement 
made. 

Tenth,  advertising  space  must  be  bought 
for  the  lowest  price. 

Eleventh,  advertisements  must  be  backed 
up  with  progressive  ideas,  and  the  fundamen- 
tal principles  of  business  success. 

Twelfth,  the  house  that  advertises  must  be 
popular,  and  the  advertiser  must  have  the  con- 
fidence of  the  people. 

Advertising  that  embraces  the  points  men- 
tioned can,  if  persistently  followed  up,  be 
guaranteed  to  pay.  “ What  is  w'orth  doing  is 
worth  doing  well,”  is  an  adage  decidedly  per- 
tinent to  the  art  of  advertising.  Advertisers 
will  do  well  to  remember  that  this  is  a critical 
age,  and  one  of  great  expectations  on  the  part 
of  the  public.  Mediocre  business  ability  or 
crude  advertising  contrivances  can  no  longer 
hold  a man-netic  sway  over  the  steel  coffers  of 
a purchasing  public,  for  we  live  in  an  age  of 
mental  development,  of  ingenuity,  and  of  busi- 
ness science  ; an  age  that  is  close  bordering  on 
the  still  more  critical  time  when  the  greater 
number  of  men  and  women  will  be  college 
graduates ; when  the  competitor  and  cus- 
tomer must  pro\’e  a more  absorbing  stud}" ; 
when  only  by  tbe  most  intelligent  applica- 
tion of  tbe  science  of  business  will  the  fittest 
survive. 


72 


FOWLER’S  PUBLICITY 


Rev.  Russell  H.  Conwcll,  D.D. 

Philadelphia,  Pa.,  The  Temple  Graee  Baptist 
Church,  The  Temple  College,  The  Samaritan 
Hospital. 

My  opinion  with  reference  to  advertising  the 
Church  and  its  woi'k  is  contained  in  the  di- 
rection of  the  Saviour,  “ So  let  your  light  shine 
before  men  that  they  may  see  3'our  good  works 
and  glorify  ^mur  Father  which  is  in  Heaven  ; ” 
hence  every  legitimate  means  ought  to  be  used 
by  Christian  laborers  to  make  known  to  the 
world  the  advantages  and  progress  of  Chris- 
tian enterprises  of  eveiy  kind.  But  religion 
being  a sacred  and  modest  matter  associated 
with  ever^'thing  that  is  lovely  and  hoh^  the 
method  of  advertising  should  be  greatly  in- 
fluenced by  these  ideas  and  the  beautiful  asso- 
ciations connected  with  them. 

Best  & Company 

New  York,  X.  Y.,  “ Lilliputian  Bazar.”  By  the 
Manager. 

If  we  have  made  advertising  pay,  we 
believe  it  was  by  adopting  a trade-mark  that 
made  a comparatively  small  advertisement 
conspicuous ; by  selecting  mediums  that,  as 
far  as  we  could  ascertain,  reached  the  class 
of  people  who  would  be  likely  to  use  our  kind 
of  goods,  and  by  advertising  persistently  that 
we  had  the  best  place  to  clothe  children,  and 
proving  to  those  who  were  induced  to  come 
and  see  that  we  told  the  truth. 

Enos  Richardson  & Company 

New  York,  N.  Y.,  Makers  of  Gold  Jewelry,  “ Bene- 
dict Collar  Button.”  By  F.  II.  Kicliardson. 

We  made  advertising  pa}’  by  creating  a 
demand  for  the  article  among  tlie  consuming 
public,  and  compelling  tlie  dealers  to  carry  it 
in  stock  to  supply  that  demand,  even  against 
their  own  wishes. 

It  is  always  more  or  less  dilhcult  to  intro- 
duce any  new  article,  but  we,  iu  atldition  to 


the  usual  difficulties,  were  handicapped  by 
several  others,  a^he  retail  dealers  in  our  line 
of  business  are  possibly  more  jealous  of  each 
other  than  in  any  other  trade.  The  article 
we  wished  to  introduce  was  comparatively 
high-priced,  and  could  not  be  sold  in  compe- 
tition with  the  cheap  ones  on  the  market;  and, 
unfortunately  for  us,  bore  the  name  of  a 
prominent  retail  dealer.  We  at  once  met  the 
united  opposition  of  the  whole  trade,  princi- 
pally through  fear  of  advertising  the  com- 
petitor whose  name  the  article  bore.  We 
could  not  place  the  goods  and  then  create  a 
demand  for  them.  We  had  to  make  the  de- 
mand first,  and  compel  the  dealer  to  keep 
them.  While  we  undoubtedly  lost  many  sales 
in  the  beginning  because  people  were  not 
able  to  find  the  article  advertised,  we  soon 
compelled  the  dealer  to  keep  it  in  stock. 
How  well  we  have  succeeded  in  our  endeav- 
ors can  best  be  told  by  an  e.xtract  from  an 
order  from  a prominent  wholesale  house  in 
which  they  “ regret  the  disagreeable  neces- 
sity of  being  obliged  to  carry  them  in  stock.” 

Forbes  & Wallace 

Springfield,  JIass.,  Dry  Goods.  By  A.  B.  W allace. 

You  ask  how  we  make  advertising  pay. 
We  have  been  a good  many  years  at  it,  and 
are  still  looking  out,  anxious  to  learn. 

Without  doubt  the  following  is  part,  at 
least,  of  the  secret  of  successful  advertising. 

The  kind  that  pays  is  the  kind  that  tells 
the  truth  about  what  is  advertised,  and  in  as 
few  words  as  possible.  Never  exaggerate. 
The  tendency  is  to  over-state.  It  is  much 
better  to  have  the  public  come  and  find  the 
article  better  than  advertised.  Wlien  a man 
or  woman  is  hired  to  do  nothing  else  but  ad- 
vertise, he  or  she  seems  to  think  it  necessary 
to  give  an  essay  on  almost  every  item,  — which 
is  a mistake.  Only  one  wlio  is  familiar  with 
that  which  is  being  brought  before  the  piddic 
can  make  a (rood  advertiser. 

I’osition  in  a newspaper  is  worth  something. 


(; R KA^'  SUCCESSES 


73 


espt'cially  to  tliose  who  use  onl}"  one  or  two 
columns.  And  the  type  should  be  different 
from  the  ordinary  rut,  — something  to  make 
reading  plain  and  attractive. 

Other  methods  of  advertising  which  are 
fully  as  effective  and  as  good  as  newspapers 
are  attractive  window  displays.  Some  de- 
partment men  would  rather  have  a window 
display  than  a column  in  the  newspaper. 

To  make  an  advertisement  a success,  the 
department  man  must  know  all  about  the 
goods  advertised,  and  be  ready  when  the 
customer  calls.  How  flat  and  stupid  to  ad- 
vertise the  goods  when  the  department  man 
knows  nothing  about  them  ! Slips  from  the 
newspapers  containing  the  advertisement  ought 
to  be  cut  out  and  brought  to  the  notice  of  the 
salesmen  in  the  department. 

Never  deceive  the  people  ; give  them  better 
than  you  advertise ; teach  them  to  believe 
what  you  say ; and  your  advertising  will  be 
successful. 

New  England  Conservatory  of  Music 

Boston,  Mass.  By  Frank  \V.  Hale,  General 
Manager. 

It  is  no  easy  task  to  state  in  a few  words 
“ How  I made  advertising  pay — if  I have. 
I am,  however,  disposed  to  attribute  what- 
ever success  has  been  gained  in  this  line  to 
the  careful  selection  of  mediums,  and  also  to 
the  selection  of  the  material  for  and  the  form 
of  the  advertisement. 

While  carefully  placed  and  judicious  ad- 
vertising undoubtedly  pays  well,  I am  con- 
vinced that  indiscriminate  advertising  does 
not  pay  the  advertiser.  I also  believe  the 
present  cost  of  ordinary  advertising  is  far 
too  high,  at  least  for  the  average  of  business 
interests. 

It  is  undoubtedly  one  of  the  easiest  ways  in 
the  world  to  lose  money,  and  advertising,  like 
any  other  business,  demands  most  careful 
thought  and  watchful  attention.  On  the  other 
hand,  my  own  experience  goes  to  show  that 


there  is  no  more  direct  and  jirofitable  invest- 
ment than  the  placing  of  a business  before  the 
peoi:)le  by  advertising  in  a suitable  way,  pro- 
vided there  is  suflicient  merit  in  the  business 
itself  to  warrant  the  outlay. 

Shepard  & Company 

Providence,  R.  I.,  Dry  Goods,  Fiirnitiire,  Shoes. 
By  H.  E.  Taylor,  Manager. 

We  commenced  business  sixteen  years  ago 
with  the  determination  to  persistently  and 
truthfully  present  to  the  purchasing  public  all 
the  facts  regarding  our  business  that  would  be 
a source  of  benefit  to  them,  and  have  been 
rewarded  by  a substantial  appreciation  of  our 
efforts. 

“ Hiding  one’s  light  under  a bushel  ” means 
in  these  days  of  tierce  competition,  ultimate 
failure,  as  the  more  enterprising  up-to-date 
merchant  who  is  constantly  and  without  mis- 
representation notifying  the  public  of  his 
ability  and  willingness  to  supply  their  needs 
at  less  cost  than  his  competitor,  and  proves 
it,  generally  secures  constant  and  increasing 
patronage.  Moreover,  we  always  insist  that 
no  goods  shall  be  offered  for  sale  without 
giving  correct  information  as  to  their  exact 
condition.  We  have  never  countenanced 
misrepresentation  of  facts,  the  result  being 
that  w^e  have  the  entire  confidence  of  the 
public,  which,  to  summarize  matters,  is  the 
foundation  of  successful  business. 

We  are  firm  believers  in  the  judicious  use 
of  printer’s  ink  and  attribute  a large  part  of 
our  steady  growth  to  this  method  of  reaching 
the  public  quickly. 

Meriden  Brittania  Company 

Meriden,  Conn.,  Maker  of  Silver  Ware.  By  the 
Manager. 

We  believe  the  best  results  can  be  obtained 
by  using  the  higher  class  periodicals,  maga- 
zines, etc.,  and  by  placing  our  advertisements 
through  reliable  agencies. 


74 


FOWLER’S  PUBLICITY 


George  Waterston  & Sons 

London, England,  and  Edinburgh,  Scotland,  Makers 
of  Scaling  Wax  and  Stationer}.  By  the  Man- 
ager. 

We  do  not  consider  ourselves  authorities  on 
advertising,  as  all  we  have  done  in  that  way 
has  been  on  such  a small  scale  that  we  have 
never  formulated  our  ideas. 

Dealing  as  we  do,  not  with  the  public,  but 
with  the  trade,  we  have  had  to  a great  extent 
to  confine  ourselves  to  trade  journals,  and  we 
have  not  found  that  our  success  there  has  been 
very  great.  We  have  found  much  greater 
success  iu  preparing  expensive  price-lists,  and 
sending  them  direct  to  those  we  think  likely 
to  be  interested  in  our  goods. 

Brainerd  & Armstrong  Company 

New  London,  Conn.,  Makers  of  Spool  Silk.  By 
B.  Armstrong,  President  and  Treasurer. 

In  answering  your  question,  “ I low  I made 
advertising  pay,”  I would  say  I apprehend 
that  there  is  more  than  one  way  to  advertise, 
— that  there  are  advertising  opportunities 
which  the  advertising  agent  can  help  the 
manufacturer  to  grasp,  and  advertising  oppor- 
tunities which  every  manufacturer  must  grasp 
for  himself. 

The  manufacturer  is  in  a large  measure  the 
arbiter  of  his  own  destiny,  and  the  success  of 
his  advertising  ventures  rests  largely  upon 
himself.  His  first  advertisement  is  the  first 
bo.x  of  goods  which  he  places  on  the  market. 
It  is  also  his  most  important  advertising  ven- 
ture. This  is  an  advertisement  which  must 
succeed  on  its  merits  or  fail  through  its  defects. 
If  the  box  happens  to  contain  spool  silks, 
every  spool  is  an  advertisement  upon  which 
some  lady  in  all  probahility  will  pass  favorable 
or  adverse  judgment ; length  will  be  measured, 
strength  tested,  knots  counted,  and  a critical 
judgment  reached.  This  is  the  history  of  the 
first  spool  and  will  he  the  history  of  every 
spool  produced.  The  judgment  is  usually 


final.  It  is  “stone  cold”  to  an  Aubrey 
Beardsley  poster  ; the  largest  circulating  me- 
diums will  not  reach  it,  and  agate  lines  will  be 
wasted  in  vain  to  change  it.  The  magazine, 
newspaper,  or  circular  advertising  which  is 
intended  to  change  well-grounded  opinion  will 
most  certainly  never  pay.  I,  therefore,  believe 
that  one  of  the  ways  iu  which  I have  made 
advertising  pay,  was  the  use  of  publications 
of  recognized  standing  and  circulation  to 
attract  attention  and  gain  the  first  order  for 
my  silks,  and  then  by  conscientiously  pro- 
ducing an  article  which  has  always  adver- 
tised itself  and  continually  moulded  opinion 
in  its  own  favor  after  the  first  trial  has 
been  made.  I distinctly  remember  our  first 
venture  in  advertising,  which  was  made  in 
1868,  about  one  year  after  our  start  in 
business. 

We  were  desirous  of  introducing  our  spool 
silks  (known  to  the  trade  as  100  3'ards,  50 
3'ards,  and  10  3'ards)  into  one  of  the  largest 
Eastern  cities,  where  the3'  were  almost  un- 
known. We  placed  advertisements  in  the  dail3' 
papers,  Sunday  school  and  church  pamph- 
lets of  all  kinds  ; printed  some  signs  in  and 
about  the  cit3' ; took  space  on  the  wrapping 
paper  of  dr3^  goods  merchants ; distributed 
advertising  cards  freel3^  'were  then  all 

the  rage),  and  our  representatives  visited  the 
merchants,  showing  up  the  goods  as  occasion 
permitted.  The  result  was  that  our  goods  soon 
obtained  a popularit3^  in  that  market  which 
enabled  us  to  sell  to  nearU'  everv  merchant  in 
the  cit3'  who  handled  spool  silks  of  any  kind. 
This  was,  perhaps,  the  reason  we  all  came  to 
feel  that  advertisin<x  mi<xht  be  a <jood  thin<r, 
and  that  we  might  give  it  more  attention  to 
advantage.  It  is  possible,  as  it  is  quite  prob- 
able, that  we  might  have  become  quite  as 
strong  in  the  cit3'  in  question  through  the  easilv 
apparent  siq)eriorit3^  of  our  goods,  the  price  at 
which  we  offered  the  goods,  and  the  efforts  of 
our  corps  of  salesmen.  However,  from  that 
time  on  we  made  it  our  ]K)lic3'  to  expend  a 
certain  amount  annuallv  in  trade  journals. 


(JRICA'r  Sl'CCKSSKS 


I'aniily  and  fashion  magazines,  local  [programs, 
and  a certain  few  daily  papers. 

The  growth  and  prosperity  of  our  business 
is  in  a large  measure  due  to  the  fact  that  ddie 
Hrainerd  & Armstrong  Company  was  the 
pioneers  of  the  wash  embroidery  silk  move- 
ment in  tins  country.  It  was  some  dozen 
years  ago  that  we  made  a number  of  remark- 
able discoveries  which  enabled  us  to  dye  our 
silks  so  that  they  would  stand  washing  in  hot 
soap-suds.  A few  of  the  shades  which  were 
then  being  produced  in  the  old-fashioned  man- 
ner, would  stand  a mild  and  careful  rinsing 
in  hike-warm  water.  Our  newly-discovered 
method  enabled  us  to  produce  our  colored 
“ Asiatic-Dye  ” wash  silks  which  would  stand 
washing  at  212°  without  loss  of  color  or  injury 
to  the  most  delicate  fabrics.  The  introduction 
of  these  goods  opened  a new"  field  to  our  ad- 
vertising department. 

There  is  no  more  promising  time  for  a con- 
cern to  advertise  than  when  it  has  made  some 
advance  in  the  arts.  The  modern  world  is  on 
the  lookout  for  progress.  The  very  fact  that 
a concern  has  made  an  advance  will  prepossess 
people  in  its  favor.  A business  enterprise, 
like  an  individual,  is  more  conspicuous  in  an 
unoccupied  field  than  when  swallowed  up  in 
the  common  throng.  We  advertised  our  new" 
discovery.  In  order  to  acquaint  ladies  and 
dealers  W"ith  this  advancement  in  the  art  of 
silk  dyeing,  w"e  used  the  leading  art  and  fanc}" 
work  journals  in  addition  to  our  regular  list ; 
we  employed  the  daily  papers  to  challenge 
other  silk  manufacturers  to  a competitive  test 
of  shades  ; we  offered  premiums  for  work  done 
with  the  new  wash  silks  ; we  employed  sign- 
boards along  the  most  travelled  railway  routes  ; 
we  made  liberal  use  of  circulars  to  advise 
the  trade  telling  of  the  importance  of  the  dis- 
covery and  the  merits  of  the  new"  goods.  We 
beg  an  to  receive  letters  of  thanks  from  ladies 
who  had  used  our  new  “ Asiatic-Dve  ” w"ash 
silks  and  found  that  w"ashing  and  ironing  in- 
creased their  lustre  and  beaut}".  The  interest 
in  embroidery  w'ork  took  new"  life.  Orders 


75 

came  in  greater  volume.  In  a few  years  we 
had  to  build  an  important  extension  to  our  mill 
and  a little  later  W'e  took  possession  of  our 
jiresent  fine  mill  structure  w'bich  has  been  in- 
creased from  time  to  time  to  meet  every  in- 
coming wave  of  prosperity. 

The  Hrainerd  & Armstrong  Company  has 
originated  and  advertised  other  advances  in 
the  silk  business.  It  is  not  three  years  ago 
since  w'e  hit  upon  an  ingenious  w"ay  of  putting 
up  our  w'ash  silks*  in  paper  holders  in  such 
a manner  that  embroiderers  are  saved  tbe 
trouble  of  unwinding  tbe  skein  and  rewinding 
it  again  on  cardboard  as  w"as  customarily  done 
w'ith  tbe  old-fashioned  skeins  to  prevent  them 
from' roughing  and  snarling.  Since  then  our 
advertising  has  been  largely  to  demonstrate 
the  advantage  which  dealers  and  consumers 
enjoy  in  purchasing  our  “ Asiatic-Dye  ” wash 
silks  put  up  in  this  manner.  It  has  also  been 
our  aim  to  show  ladies  how"  to  use  our  w"ash 
embroidery  silks  to  the  best  advantage,  for 
w"bat  purpose  each  of  our  different  threads  is 
best  adapted,  what  colors  should  be  used  to 
produce  certain  desirable  effects,  and  how  to 
make  the  stitches  most  used  by  tbe  finest  em- 
broiderers. 

It  is  a good  plan  not  to  attempt  to  write  a 
man’s  biography  until  he  has  been  dead  a cer- 
tain number  of  years.  The  contracts  for  our 
latest  advertising  investment  have  not  yet  ex- 
pired, and  W'e  feel  tbe  same  reluctance  to  pro- 
nounce a linal  w'ord  at  this  time  upon  the 
value  of  our  street-car  advertising  as  w"e  would 
to  write  tbe  biography  of  a living  man.  We 
undertook  this  line  of  advertising  w'ith  con- 
siderable enthusiasm.  We  were  show'u  the 
cards  of  many  successful  houses  and  assured 
that  they  ascribed  their  success  largely  to 
street-car  advertising.  We  decided  to  try  it 
and  W’e  w’ere  governed  as  to  all  details  by  the 
agency  through  which  w'e  placed  the  business. 
The  trial  was  made  at  a time  w'hen  w'e  had 
something  to  offer  w'hich  appealed  to  the  pub- 
lic W'hen  offered  through  our  regular  adver- 
tising channels,  and  was  made  under  the  very 


76 


FOWLER’S  PUBLICITY 


best  conditions.  We  are  still  on  the  lookout 
for  returns. 

I have  mentioned  some  of  the  ways  in 
which  we  have  advertised  with  satisfactory 
results.  I realize,  however,  that  I have  not 
given  a direct  answer  to  your  question.  The 
most  definite  thing  that  I can  say  is  that  The 
Brainerd  & Armstrong  Company  has  exploited 
the  many  fields  open  to  the  advertiser  with  the 
single  idea  of  leading  ladies  to  test  its  silks  ; 
we  have  I'elied  upon  the  merits  of  the  goods 
themselves  as  the  advertising  medium  to  win 
enduring  and  friendly  allegiance. 

I believe  that  this  conviction  that  the  effi- 
ciency of  our  advertising  depended  as  much  on 
the  manufacture  of  our  goods  as  on  the  “ man- 
ufacture ” of  our  advertisements,  has  been  the 
greatest  element  of  our  success.  We  are 
sometimes  astonished  at  its  very  magnitude, 
so  many  are  the  letters  of  commendation 
which  come  to  us  from  our  lady  patrons  and 
so  often  do  they  come  from  unexpected 
sources  and  remote  quarters  of  the  globe. 

It  is  said  of  James  1.  of  England  that  he 
became  so  expert  upon  questions  of  orthodox}' 
that,  after  having  tortured  religious  offenders 
in  boiling  caldrons,  he  could  tell  by  tasting 
the  water  the  quality  of  each  one’s  religious 
belief,  and  would  say,  “ This  one  was  a 
Catholic,”  and  again,  “ This  one  was  a 
heretic.”  I wish  I might  answer  the  question 
which  you  ask  with  as  much  accuracy  and 
assurance.  It  would  certainly  afford  me  much 
satisfaction  myself  to  know  just  “ IIow  I made 
advertising  pay,”  and  what  proportion  of  our 
success  is  due  to  advertising,  and  what  pro- 
portion to  other  causes. 

1. 1\  Frink 

New  York,  N.  Y.,  Chiircli  anti  l’ul)lic  Hiiililiiif' 
Lighting.  I5y  (leorge  Frink  Spencer,  Manager. 

We  attribute  our  success  in  advertising  to 
the  fact  that  we  have  the  best  light  made  for 
lighting  churches  and  public  buildings,  to 
selecting  the  best  mediums  in  which  to  adver- 


tise, and  to  havin<j  faith  in  advertisin<£  and 
sticking  to  it  without  watchinff  the  returns  too 
closely,  — as  a farmer  cannot  have  a good 
crop  of  turnips  if  he  pulls  them  up  too  often 
to  see  how  they  are  getting  along. 

Davidson  Rubber  Company 

Boston,  Mass.,  Makers  of  Surgical,  Druggists', 
and  Stationers’  Knbber  hoods.  By  W.  N. 
Lockwood,  Treasurer. 

We  will  try  to  give  our  ideas  on  successful 
advertising  as  applied  to  our  business.  We 
hesitate  to  take  a broader  field  as  we  are 
amply  satisfied  if  we  can  work  out  our  own 
salvation  without  pretending  to  advise  others 
how  to  make  their  advertising  pay. 

In  the  first  place  we  consider  the  amount 
of  monev  available  for  our  advertising,  which 
is  largely  of  our  patent  health  nipple  No.  48. 
Then  we  try  to  cover  as  much  territory'  as 
possible  in  mediums  that  are  read  bv  the 
people  of  moderate  incomes,  who  are  apt  to 
be  interested  in  getting  the  best  article  they 
can  for  their  monev,  and  who  will  take  a little 
trouble  to  get  yvhat  they  want.  The  wealthy- 
classes,  as  a rule,  have  so  many  other  inter- 
ests that  they  yvill  generally  take  their  trades- 
man's opinion  in  buying  an  article,  or  else 
they-  give  their  orders  in  general  terms  to 
servants  yvithout  bothering  about  any  special 
directions.  We  have  found  that  by''  using 
comparatively  feyv  family-  papers  and  maga- 
zines, yve  can  reach  more  homes  at  a cheaper 
rate  than  by  using  a number  of  smaller  publi- 
cations yvhose  a<g<ire<jiiffi  circulation  may-  be 
greater,  but  yvhich  carry-  the  same  advertise- 
ment to  the  same  person  several  times  in  a 
month,  thereby-  curtailing,  in  a great  measure, 
the  territory'  covered.  N\'e  may-  sav  that  yve 
are  great  believers  in  advertisements  along- 
side of  tlie  reading  matter.  (Jiven  an  attrac- 
tive advertisement,  it  is  almost  sure  to  be  read 
in  such  a case,  and  our  aim  is  to  interest  tlie 
reader  yvith  onr  advertisement,  if  we  can  only 
get  him  to  read  it. 


(iRICA^r  SUCCESSES 


77 


In  up  our  advc'rtisenunUs,  we  lie- 

licve  thorouo'hly  in  being  brief.  We  try  to 
state  as  tersely  as  possible  the  advantages  that 
onr  article  has  over  others,  without  confusing 
tlie  points  we  wish  to  make  by  too  much  em- 
bellishment of  language.  In  illustrations  we 
think  the  picture  should  he  one  that  is  perti- 
nent to  the  article  advertised.  We  don't  believe 
in  fancv  pictures  for  such  articles  as  we  are  ad- 
vertising at  any  rate.  We  think  that  an  illustra- 
tion should  he  such  that  the  reader,  on  recall- 
ing it  to  his  memory  would  have  the  shape  and 
appearance  of  the  article  itself  suggested  to 
him  by  his  recollection  of  the  illustration. 
We  believe  thoroughly  that,  if  it  is  practicable, 
it  is  a very  good  idea  to  send  a sample  on 
request,  either  for  a small  sum  or  free.  We 
don’t  believe  in  sending  out  samples  indiscrim- 
inatel}'.  If  a person  takes  the  trouble  to 
write  for  a sample  he  will  tiy  it,  and  after 
that,  if  the  article  has  intrinsic  merit,  you  have 
a customer,  whereas,  as  a rule,  unsolicited 
samples  are  treated  with  suspicion  or  thrown 
awav.  The  mind  of  the  recipient  has  not 
been  prepared  to  investigate  the  advantages 
of  the  article  as  it  is  when  he  has  become  in- 
terested in  an  article  by  seeing  it  advertised. 

The  field  under  discussion  is  a broad  one, 
and  there  is  practically  no  limit  to  the  space  that 
could  be  used  In  advancing  different  views. 

Appel  Clothing  Company 

Denver,  Col.  By  W.  D.  Eisenlonl,  Manager. 

We  ascribe  the  success  of  our  advertising 
to  several  things  which  we  will  endeavor  to 
explain. 

It  has  always  been  our  policy  to  advertise  in 
all  the  leading  daily  papers  of  the  city.  We 
advertise  in  the  morning  papers  every  day  in 
the  week,  and  in  both  of  the  evening  papers 
every  day,  except  Saturday  and  Sunday. 
These  evening  papers  do  not  publish  Sunday 
morning  editions,  and  to  our  mind,  money 
spent  in  the  Saturday  evening  papers  is  simply 
money  thrown  away,  because,  although  the 


advertisements  are  undoubtedly  read,  they  are 
entirely  forgotten  by  Monday,  and  are,  there- 
fore, of  no  value  whatever  to  the  advertiser. 

We  have  never  permitted  it  to  be  said  that 
any  competitor  of  ours  had  better,  bigger, 
or  more  striking  advertisements  than  our  own. 
d’o  this  end,  we  spend  annually  more  money 
on  advertising  than  any  other  one  advertiser 
in  the  City  of  Denver. 

In  writing  our  advertisements,  we  strive  to 
attain  two  thincrs  : First,  to  catch  the  eve ; 
and,  second,  to  hold  the  attention  of  the 
I’eader.  We  believe  we  have  succeeded. 
Our  business  is  increasing  regularly  eveiy 
year,  and  is  due,  without  question,  to  our 
judicious  advertising.  To  prove  this,  we  have 
only  to  quote  from  the  editorial  columns  of 
the  Denv'er  Times,  of  Februarv  8th  : 

Judicious,  well-managed  and  per- 
sistent advertising  pays.  One  of 
The  Times’  heaviest  advertisers  was 
obliged  to  close  the  store  yesterday, 
between  the  hours  of  1 2 and  i 
o’clock,  in  order  to  handle  the  large 
number  of  purchasers.  The  public 
places  great  confidence  in  the  repre- 
sentations of  The  Times  advertisers, 
and  in  the  present  instance,  the  ad- 
vertisement brought  more  trade  than 
even  the  big  store  was  prepared  to 
handle. 

As  a rule,  we  find  that  circulars  do  not  pay, 
but  to  this  rule,  as  to  all  others,  there  is  an 
exception.  Every  morning  we  send  a circu- 
lar to  the  ladies  registering  the  day  before 
at  the  various  hotels,  inviting  them  to  call  at 
our  store  and  look  over  our  line  of  goods. 
In  nearly  every  case  the  ladies  addressed  re- 
spond, and  we  sell  a great  deal  on  this  account 
alone  ; but  we  do  not  think  that  any  other 
method  of  circular  advertising  pays.  Formerly 
we  sent  these  circulars  to  every  one  registering 
the  day  before  at  the  hotels,  but  we  found 
that  the  men  paid  no  attention  to  them,  so  we 
send  them  only  to  the  ladies  now.  Outside 
of  this,  we  advertise  only  in  the  four  daily 
newspapers,  and  four  weekly  papers,  one  of 


78 


FOWLER’S  PUBLICITY 


which  is  piihlished  in  German  and  another 
in  Swedish. 

We  use  a great  many  cuts  in  our  advertise- 
ments, and  believe  tliat  tliey  assist  greatly  in 
attracting  attention  to  the  advertisement. 

Imperial  (Iranum  Company 

New  London,  Conn.,  and  New  York,  N.  Y.  Bj 
Jolni  E.  Heaton,  Secretary  and  Treasurer. 

Axsw^ering  your  very  interesting  question, 
“ How  I made  my  advertising  pay,”  our  story 
is  a very  short  and  uncomplicated  one. 

By  having  a reliable  article  to  advertise, 
and  after  placing  it  on  the  market  and  begin- 
ning to  advertise  : by  making  our  advertise- 
ments as  attractive  as  we  could  ; by  trying  to 
adapt  them  to  the  various  mediums  used,  and 
by  advertising  continuously,  changing  the 
mediums  from  year  to  year,  hut  constantly 
increasing  the  total  amount  spent  each  year 
as  our  sales  increased  ; and  by  being  walling, 
during  times  of  great  trade  depression,  to  see 
our  entire  gross  profits,  and  sometimes  more 
than  this,  go  out  in  advertising,  being  sure 
that  we  would  reap  the  benefit  as  “good 
times  ” returned. 

American  Cereal  Company 

Chicago,  111.,  “ Oiiakcr  Oats.”  By  E.  B.  Mower, 
Manager. 

“ How  we  made  advertising  pay  ” is  indeed 
a question  which  challenges  attention,  hut  one 
extremely  difficult  to  answer.  The  develop- 
ment of  our  business  has  extench'd  over  so 
many  years,  and  grown  so  comple.x  in  its 
various  departments,  that  it  is  well-nigh  im- 
possible to  pick  up  the  single  thread  of  adver- 
tising and  trace  it  hack  through  the  intricate 
woof  and  web  of  our  multiform  experience. 

“ Advertising  pays.”  This  is  a trite  saying, 
hut  sidiject  to  cpialification.  We  would  sub- 
stitute, “ Good  advertising  jiays,”  but  what 
constitutes  good  advertising  is  a matter  of  in- 
dividual opinion.  Our  e.xperience  has  carried 


us  through  nearly  all  forms  of  publicity  pro- 
motion, and  while  some  have  proved  worthless, 
many  have  demonstrated  their  value.  We 
do  not  believe  that  either  the  free  sample, 
the  cooking  demonstration,  the  billboard,  the 
street-car,  the  booklet  and  picture-card,  the 
retail  store  display,  the  daily  paper,  nor  the 
publication  of  general  circulation  alone,  can 
lay  valid  claim  to  an  e.xclusive  advantage  over 
all  others.  Our  e.xperience  would  suggest 
that  all  these,  and  perhaps  many  other  means, 
are  necessary  to  the  attainment  of  profitable 
publicity. 

We  doubt  if  our  e.xperience,  told  in  detail, 
would  be  of  particular  value  to  one  of  inex- 
perience, for  while  human  nature  remains 
about  the  same,  there  has  been  a marked  rev- 
olution in  advertising  methods  within  the  past 
ten  years,  nor  has  the  change  been  entirely 
to  the  advantage  of  the  advertiser.  To  main- 
tain a relative  prominence  in  these  days  de- 
mands an  outlay  tremendously  in  advance  of 
that  required  in  3'ears  gone  by,  while  to  intro- 
duce a new  article  has  come  to  mean  an  im- 
mense expenditure  calculated  to  dismay  any 
hut  the  boldest.  Advertising  is  not  so  much 
a battle  of  brains  alone  as  it  once  was,  hut 
has  become  very  largely  a conflict  of  dollars, 
with  the  chances  in  favor  of  the  longer  purse. 
We  do  not  mean  to  discount  ability  ; brains 
are  quite  as  necessary  to  profitable  advertising 
as  ever,  hut  while  advertising  genius  in  the 
past  may  have  carried  a poorly  financed  con- 
cern to  success,  in  these  days  of  relentless 
competition  and  large  expenditure,  the  adver- 
tiser, however  shrewd,  but  with  limited  capi- 
tal, is  very  much  like  a great  general  in 
modern  battle  without  heavy  guns  and  well 
eqnijiped  commissary.  A glance  at  the  enor- 
mous poster  display,  the  immense  yolnme 
of  street-car  and  other  sign  advertising,  will 
demonstrate  the  necessity  for  a long  purse  and 
a sanguine  temperament,  on  the  part  of  the 
wonld-he  advertiser.  'The  heavy  advertising 
done  by  local  advertisers  in  the  daily  jutpers 
forces  the  general  advertiser  to  prodigal  dis- 


c;  RICAT  SUCCICSSKS 


79 


play  it'  lie  hopes  to  attract  attention,  while  the 
innnense  volume  of  ina<fazine  and  other  peri- 
odical advertisini;  compels  extraordinary  ef- 
fort if  one  hopes  to  escape  mediocrity  and 
failure  in  that  direction. 

To  sum  up,  we  are  of  the  opinion  that  ad- 
vertising is  a thing  that  has  to  be  re-learned 
continnally,  and  that  while  experience  defends 
one  somewhat  against  mistakes,  it  does  not 
qualif}'  for  a royal  road  to  future  success. 

E.  C.  Stearns  & Company 

S3  raciisc,  N.  Y.,  “ Stearns  Hicyclcs.”  By  G.  H.  E. 

Hawkins,  Manafier. 

It's  a mighty  important  thing  for  an  adver- 
tiser to  know  whether  or  not  his  advertising 
pays,  and  be  able  to  cull  out  and  drop  from 
his  list  such  mediums  or  channels  of  publicity 
as  do  not  prove  their  worth.  Advertising 
should  be  considered  as  an  investment  and 
not  as  an  expense.  Any  medium  or  method 
which  does  not  pay  for  itself  and  yield  a 
profit,  even  though  it  may  produce  certain 
results,  is  a failure  and  should  be  discon- 
tinued. On  his  ability  to  discover  these  me- 
diums and  determine  which  have  proved  real 
investments  and  which  have  not,  depends  the 
success  or  failure  of  the  national  advertiser. 

It  has  been  said  that  all  advertising  pays 
somebody ; if  not  the  advertiser,  then  the 
publisher.  All  advertising  does  not  pay,  and 
only  that  kind  of  advertising  which  pays  the 
advertiser  is  the  one  which  eventually  pays 
the  publisher.  Something  cannot  regularly 
be  obtained  for  nothing,  and  merit  is  an 
essential  feature  of  any  successful  medium. 

x\ll  the  writer's  experience  has  been  along 
the  line  of  bicycle  advertising,  and  though  he 
is  only  competent  to  judge  of  how  to  make 
that  advertising  pay,  it  is  his  belief  that  in 
most  instances  the  same  methods  will  produce 
like  results  for  almost  anv  advertisable  article. 

I will  enumerate  some  rules  which  experi- 
ence has  shown  to  be  of  inestimable  worth  in 
an  advertising  policy. 


Buy  wiselv  and  closelv,  weighing  carefully 
the  merits  of  all  ]>ublications  or  methods  be- 
fore using  them. 

xAvoid  for  the  most  part  scheme  advertising. 

Give  exceeding  care  to  the  preparation  of 
copy.  xYdvertising  is  simply  talking  to  a 
large  number  of  people  at  one  time  ; be 
careful,  therefore,  in  your  choice  of  lan- 
guage and  do  not  use  phrases  or  expressions 
which  would  not  be  trite  and  permissible  in 
conversation. 

Endeavor  to  originate  striking,  attractive 
borders  or  illustrations  to  first  catch  the  eye, 
and  then  retain  it  by  sensible,  convincing 
matter. 

Do  not  crowd  tbe  space.  Terse,  bright 
matter,  well  displayed,  attracts  attention.  An 
advertisement  may,  however,  be  too  brief; 
simply  tell  your  story  clearly,  convincingly, 
yet  with  the  least  expenditure  of  W'ords. 

Employ  a varied  class  of  announcements. 
One  style  of  announcement  may  strike  a man 
very  forcibly,  whereas  to  attract  and  interest 
his  wife  in  the  same  article  will  require  far 
different  measures.  There  are  “ Many  men 
of  many  minds,”  and  to  reach  them  requires 
many  advertisements  of  many  kinds. 

Secure  good  positions  and  benefit  by  the 
increased  prominence  they  insure. 

Avoid  all  semblance  of  imitation.  Better  a 
fair  advertisement  where  originality  is,  than  a 
striking  announcement  which  reeks  of  imita- 
tion. Originality  and  personality  are  com- 
plement factors  in  advertising  success. 

Don’t  place  an  advertisement  in  a regular 
publication  for  one  issue  only  ; the  effect  of 
advertising  is  cumulative.  One  announce- 
ment emphasizes  another  ; each  does  its  little 
bit  of  missionarv  work  until  tbe  convert  is 
won.  Continuity  breeds  success. 

Incorporate  some  phrase,  border  or  name 
in  each  advertisement ; constant  use  of  one 
feature  gives  distinctive  individuality. 

Never  attack  or  refer  in  any  manner  to  a 
rival  advertiser.  Spend  your  good  money  in 
advertising  your  own  good  self. 


8o 


FOWLER’S  PUBLICITY 


I lave  some  method  of  tracing  results.  Study 
and  compare  the  results  from  the  various  ex- 
penditures in  one  campaign  before  entering 
another. 

Use  for  the  most  part  only  publications  of  a 
standard  and  established  character. 

A satisfied  customer  is  worth  a’  full-page 
advertisement. 

In  marketing  any  new  article  if  one  con- 
templates the  expenditure  of  ten  thousand 
dollars  in  advertising,  it  is  better  to  place  half 
of  it  at  the  start,  using  the  other  live  thousand 
as  a reserve  fund.  The  first  money  spent  in 
introducing  an  article  rarely  returns  as  soon 
as  expected,  the  results  onlv  coming  with  the 
second  campaign. 

Better  a small  advertisement  run  continu- 
ously than  a large  one  infrequently  inserted. 
Many  tenacious  toots  may  attract  more  atten- 
tion than  one  ear-piercing  blast. 

Philadelphia  & Reading  Railroad 

Philadelphia,  Penn.  By  C.  G.  Hancock,  General 
Passenger  Agent. 

Any  one  who  is  at  all  conversant  with  or 
who  has  had  any  experience  in  advertising 
will  recognize  that  it  is  a most  dillicult  matter 
to  say  in  just  what  manner  advertising  pays. 
That  it  does  pay,  however,  is  a fact  that  has 
been  demonstrated  beyond  any  doubt. 

In  our  case,  I think  the  question  can  be 
answered  by  saying  that  at  times  it  is  desirable 
to  bring  certain  information  before  different 
classes  of  people,  and  knowing  from  experi- 
ence the  character  and  circulation  of  the 

various  mediums  which  we  desire  to  use  to 

* 

reach  any  special  class,  we  know  in  each  case 
which  journal  to  use. 

I think  the  most  successful  way  to  adver- 
tise is  to  learn  the  size  of  the  circulation 
of  the  different  journals  which  you  propose 
using,  and  to  study  the  character  of  their 
clientele,  for  the  reason  that  there  are  times 
when  yon  desire  to  reach  special  classes  of 
people. 


Plymouth  Clothing  House 

Minneapolis  and  St.  Paul,  Minn.  By  H.  J. 
Burton,  President. 

We  consider  that  newspapers  offer  the  most 
reliable  means  of  publishing  the  merchandise 
news  of  the  Plymouth  Clothing  House.  While 
the  actual  cost  is  high,  the  percentage  of  cost 
to  total  sales  is  low. 

Emerson  quotes  Michael  Angelo  as  saying, 
“ Stop  the  brag  and  advertising  and  be  some- 
thing of  worth  and  value.”  In  cities  of  moder- 
ate size  like  St.  Paul  and  Minneapolis,  it  is 
dangerous  to  do  much  general  boasting,  and 
we  try  to  keep  our  advertising  specific  and 
controlled  : unless  the  offering  is  so  good,  so 
new,  or  so  timely  as  to  cry  aloud  for  publicity, 
we  can’t  afford  to  pay  for  advertising  it. 

Our  merchandise  is  in  the  hands  of  six 
managers  each  of  whom  writes  the  advertise- 
ments for  his  own  division,  accuracy  and 
brevity  of  statement  being  constantly  kept  in 
mind.  This  leaves  the  president  of  our  com- 
pany little  to  do  except  in  the  way  of  editing  or 
revision,  which  is  done  in  consultation  with 
the  others.  It  is  very  seldom  that  we  are 
satisfied  with  any  of  our  advertisements  when 
we  read  them  in  the  newspapers. 

Merchant  & Company 

Philadelphia,  Peini.,  Tin  and  Teine  Plates  and 
Metal.  By  Charles  Merchant,  President. 

It  gives  me  pleasure  to  reply  to  your  en- 
quirv,  “How  1 made  advertising  pay.’’  It  is 
necessary  to  sav,  however,  that  my  advertise- 
ments have  not  been  as  large  as  many  of  those 
of  whom  you  have  made  empiiry,  because  of 
the  limited  number  of  people  my  advertise- 
ments appeal  to. 

The  specialties  we  have  advertised  are  onr 
high  grade  roofing  plates,  our  metal  Spanish 
tiles,  and  our  Star  ventilators.  These  articles 
are  all  the  best  of  their  kind,  hence  are  only 
used  bv  a minority  of  the  people  who  believe, 
like  myself,  that  the  best  is  the  cheapest. 


srccKssics 


Si 


In  (.'onvorsation  with  Joscpli  Jetterson,  1 
siioke  to  liim  regardinir  tlie  pleasure  he  had 
given  to  tliousands  of  people,  and  his  reply 
was  “This  pleasure  cannot  be  given  to  the 
public  unless  the  actor  feels  the  same  pleasure 
himself,”  and  entirely  agreeing  with  him  in 
this,  I do  not  believe  that  anyone  can  success- 
fully enter  the  business  of  selling  the  very  best 
and  highest  quality  of  material  unless  he  is  a 
personal  believer  in  the  tact  that  the  best  is 
never  too  good,  and  is  the  cheapest  in  the 
end. 

I have  always  carried  this  view  in  my  per- 
sonal dealings,  whether  building  a house  or 
buying  a horse  ; hence  my  advertisements  of 
high  grade  specialties  have  been  founded  on 
a sincere  belief  on  my  part  that  the  buyer 
would  save  money  in  the  end  by  pursuing  the 
same  course.  And  mv  advertisements  have 
really  been  a part,  so  to  speak,  of  my  own 
belief. 

My  experience  in  advertising  has  shown  me 
that  there  are  many  persons  who  do  not  in- 
vestigate as  they  should  when  the  facts  are 
presented  to  them  in  their  proper  light,  and 
are  apt  to  believe  that  all  the  advertiser  desires 
is  to  sell,  and  that  he  does  not  care  whether 
the  goods  offered  give  satisfaction  or  not,  and 
they  disregard  the  standing  of  the  house  and 
will  purchase  the  cheaper  article,  regardless  of 
the  character  of  the  house.  Buyers  should 
remember  that  no  reputable  house  desires  to 
make  sales  without  retainin<r  the  confidence 
of  the  bu3fer. 

We  have  never  spared  any  expense  in  our 
printing,  emplo\fing  the  veiy  best  talent  we 
could  obtain,  and  personally  reviewing  all  the 
matter.  Some  of  our  advertisements,  such  as 
our  “ Brownie  Book  ” — the  “ World’s  Fair,” 
and  our  latest  work,  “Overhead,”  have  been 
so  attractive  and  in  such  taste  as  not  only  to 
be  called  for  ly  those  who  happen  to  see  a 
cop3'  in  the  hands  of  others,  but  requests  have 
been  made  for  these  books  from  all  parts  of 
the  world.  It  was  our  idea  in  distributing 
these  special  books  to  have  the  very  best,  on 


a par  with  the  character  of  the  goods  repre- 
sented, which  command  the  highest  market 
prices  in  the  Ihiited  States  simply"  because 
they  are  the  very  best  procurable. 

As  to  our  representations,  etc.,  from  the  da}' 
the  first  line  of  advertising  was  put  forth  by 
this  house  we  have  firml}'  believed  in  never 
making  a statement  of  an}'  kind  that  was  in 
any  way  evasive,  but  in  stating  facts  such  as 
we  believe  them  to  be,  and  of  which  we  could 
produce  proof,  if  necessary,  to  sustain  our 
statements.  This  rule  has  never  been  deviated 
from  in  any  manner  in  the  many  years  we 
have  been  in  business,  as  we  have  always  be- 
lieved that  good  goods  follow  the  integrity  of 
the  house,  and  that  no  advertisement  deceptive 
injts  character  — never  mind  how  well-written 
— but  will  in  the  end  cause  the  house  more 
loss  than  profit.  No  ability  is  of  service  in  an 
advertisement  that  is  evasive  or  deceptive  in 
its  character,  never  mind  how  diplomatically 
worded,  and  while  there  are  many  deceived 
once  by  such  an  advertisement,  it  cannot  stand 
the  test  of  time. 

The  object  of  advertising,  as  I understand 
it,  is  not  only  to  secure  a customer,  but  to 
keep  him  by  having  your  goods  being  as  rep- 
resented in  every  particular. 

It  seems  to  be  the  idea  of  the  press  and 
many  advertisers  that  the  expenditure  of  large 
sums  in  advertising  means  trade  and  a fortune. 
Nothing  can  be  more  incorrect,  in  my  mind, 
than  such  an  idea.  If  an  advertisement  is 
simply  to  bring  a customer  to  your  door,  the 
work  is  done,  and  the  advertisement  ends 
there  ; but  the  balance  must  be  done  by  your- 
self. 

Stewart  Hartshorn  Company 

New  York,  \.  Y.,  Shade  Rollers.  By  Stewart 
Hartshorn,  President. 

We  have  made  our  advertising  pay  bv 
selecting  it  and  buying  it  just  as  carefully 
as  we  would  select  and  buy  the  lumber  for 
our  shade  rollers.  We  want  no  crooked  sticks 


82 


FOWLER’S  PUBLICITY 


in  our  rollers.  We  will  not  have  our  adver- 
tisement in  a weak-kneed  medium. 

The  growth  of  the  magazines  and  papers  of 
the  day  is  carefully  watched.  Those  that 
receive  popular  endorsement  get  their  share 
of  our  advertising. 

We  sell  our  goods  the  year  round.  We 
advertise  the  year  round.  We  make  shade 
rollers  only.  We  advertise  shade  rollers  only. 
We  believe  all  that  our  advertisements  state. 
The  public  believe  us.  Result,  satisfaction 
all  around. 

S.  Fitton  & Son 

Macclesfield  and  London,  England,  Hovis  Flour 
Mills,  “ Hovis  Flour,  Bread,  and  Biscuits.”  By 
the  Manager. 

The  question,  “ How  we  made  advertising 
pay,”  may  seem  to  the  ordinary  individual  a 
simple  one,  and  looked  at  from  an  abstract 
point  of  view  such  is  the  case  ; but  when  we 
come  to  analyzing  the  subject,  the  question 
becomes  rather  a diflicult  one.  Our  individ- 
ual answer  to  this  important  question  is  that 
we  look  only  at  two  points,  namely,  the  me- 
diums through  which  we  advertise,  and  the 
article  advertised.  One  rules  the  other ; for 
if  the  article  advertised  does  not  meet  with  the 
universal  approval  of  the  public,  then  the  ad- 
vertising, instead  of  bringing  in  large  returns 
for  money  expended,  results  in  total  loss.  We 
can  simply  say  that  our  success  is  solely  due 
to  the  fact  that  we  study  the  mediums  for  our 
advertisements,  and  that  the  article  advertised 
speaks  for  itself. 

When  first  we  commenced  advertising,  our 
main  object  was  to  reach  the  ladies,  for  it  is  a 
well-known  fact  that  “ the  hand  that  rocks  the 
cradle  rules  the  world.”  And  who  but  the 
mother  rocks  the  child  to  sleep?  Who  but  a 
mother  knows  best  what  is  good  for  lier  child? 

To  attain  this  object  it  was  necessaiy,  in  our 
humble  opinion,  to  advertise  largely  in  the 
higher  class  publications,  and  more  particu- 
larly in  those  reaching  the  ladies. 


Looking  at  it  from  another  standpoint,  we 
maintain  that  there  is  art  in  advertising.  Noth- 
ing is  so  displeasing  to  the  eye  as  a badly 
arranged  and  overcrowded  advertisement,  es- 
pecially in  magazines  ; and  it  has  alwavs  been 
our  endeavor  to  please  the  eye  as  well  as  the 
appetite  of  the  people.  And  to  reach  people 
who  cannot  afford  the  luxury  of  a newspaper, 
we  issue  artistically  designed  show-cards, 
finger  plates  for  the  shop  doors,  and  mirrors, 
on  all  of  which  we  advertise  our  speciality. 
WA  also  keep  the  plant  and  staff  for  the  print- 
ing of  handbills,  etc.,  and  keep  a special 
staff  of  men  for  the  purpose  of  painting  vans 
and  fixing  opaline  letters  on  the  shop  fronts  of 
our  customers. 

In  concluding  our  answer  to  this  question, 
we  must  again  assert  that  no  good  results  can 
be  obtained  from  advertising  unless  the  article 
advertised  is  appreciated  by  the  public,  and 
we  regard  our  success  as  largely  due  to  the 
article  advertised  being  so  much  superior  to 
that  of  any  competitor  in  the  market.  This 
may  seem  a sweeping  assertion  to  make,  but 
until  the  “ Hovis  ” loving  public  changes  its 
tastes,  we  must  adhere  to  our  opinion. 

Morse  Brothers 

Canton,  Mass.,  “ Risinin  Sun  Stove  Polish."  By 
Hon.  Elijah  A.  Morse. 

Your  inquiry,  “ How  I made  my  advertis- 
ing  pay,”  is  equivalent  to  asking  what  is  the 
best  form  of  advertising,  and  that  is  a dillicult 
question  for  general  advertisers  like  our  house 
to  answer. 

I began  this  husiness  in  a very  small  wa}', 
when  a school  boy,  forty  years  ago.  The 
product  has  grown  from  a carpet  hag  full,  was 
made  in  a little  hand  mold  and  dried  on  a 
stove,  to  a product  of  Rising  Sun  and  Sun 
Paste  Stove  Polish  amounting  to  ten  tons  per 
day,  and  the  goods  are  sold  in  every  civilized 
country  on  the  face  of  the  earth. 

Tlie  factory  has  grown  from  a little  build- 
ing, ten  by  twelve,  to  one  covering  four  acres. 


(;reat  successes 


«3 


There  is  no  question  but  tliis  success  is  due 
to  jiulicious  advertising. 

Millions  are  thrown  away  every  year  in  in- 
iudicious  adyertising.  What  kind  of  adver- 
tising pat’s  best?  We  have  tried,  and  still 
pursue  all  kinds,  — sign  luunting,  newspaper 
advertising,  advertising  in  street  cars,  and 
elegant  and  expensive  lithography. 

As  before  stated,  no  general  advertiser  can 
tell  from  which  source  he  receives  the  most 
benefit;  but  I incline  to  think  that  newspaper 
advertising,  especially  if  accompanied  by  cuts 
and  illustrations  of  the  goods,  is  the  most  ju- 
dicious and  effective.  Our  house  has,  at  this 
writing,  an  advertisement  in  four  thousand 
newspapers  in  the  United  States,  all  of  which 
contain  a picture  or  illustration  of  the  Rising 
Sun  and  Sun  Paste  Stove  Polish. 

We  have  two  men  travelin^c,  visitinij  the 
stores,  and  putting  up  advertising  cards.  We 
have  men  all  the  time  painting  signs  in  leased 
and  secured  positions,  and,  at  this  writing, 
we  have  an  illustrated  card  in  nearly  all  the 
street  cars  of  the  United  States. 

It  is  certainly  a waste  of  money  to  put  ad- 
vertisements in  the  great  blanket  daily  news- 
papers, unaccompanied  by  cuts  or  illustrations 
of  the  goods.  A picture  is  a great  educator. 

One  word  in  defence  of  advertisers  : The 
impression  seems  to  prevail  that  advertised 
goods  cost  more  than  those  not  advertised. 
The  very  opposite  of  this  is  true.  Why? 
Because  the  larger  the  quantity  of  goods  pro- 
duced, the  cheaper  they  can  be  produced.  It 
stands  to  reason  that  a great  soap  house,  like 
that  of  Babbitt  or  Curtis  Davis  & Co.,  which 
advertises  extensively  and  has  an  enormous 
demand  for  its  goods,  can  stir  up  a hundred 
tons  of  soap  at  a batch,  not  only  of  more  uni- 
form and  better  quality,  but  at  a lower  price 
than  a small  manufacturer  who  doesn't  adver- 
tise. 

Once  more,  I hold  that  an  advertiser  is  a 
public  benefactor.  Let  me  illustrate.  You 
want  to  buy  a sewing  machine  ; you  are  ig- 
norant of  the  points  of  e.xcellence  of  the  dif- 


ferent manufacturers.  You  read  their  adver- 
tisements, and  you  learn  which  one  meets 
your  wants  and  is  the  most  desirable  for  you. 
Advertisements  area  vast  source  of  education. 
They  disseminate  information  about  the  merits 
and  uses  of  the  ten  thousand  thousand  articles 
of  necessity  and  lu.xurv  that  go  to  prolong  life, 
increase  comfort,  and  adorn  and  embellish 
civilized  life. 

Barnum  is  authority  for  the  statement  that 
it  doesn't  pay  to  advertise  poor  goods,  — that 
the  goods  must  have  such  merit  as  to  win  a 
second  sale,  so  it  is  pretty  safe  to  say  that 
extensively  advertised  goods  have  merit,  and 
will  sell  themselves  when  introduced.  And  I 
affirm  that  science,  art,  education,  religion, 
and  civilization  are  set  forward  by  great  ad- 
vertisers. 

Abram  & Straus 

Brooklyn,  X.  Y.,  Dry  Goods  and  Department 
Store.  By  Xathaniel  Leipziger. 

To  conduct  a successful  adv’ertising  cam- 
paign for  a retail  establisbment  requires  more 
than  mere  newspaper  announcement.  The 
first  requirement  is  a store  conveniently  lo- 
cated ; then  the  merchandise  in  it,  and  the 
management  of  it  must  be  in  perfect  harmony 
with  the  published  statements. 

The  advertising  of  the  firm  whose  publicity 
department  I manage,  pays  them  because  the 
store  new's  which  I present  daily  to  the  public, 
is  backed  up  with  worthy  goods,  and  store 
management  that  is  in  full  accord  with  the 
advertisements. 

In  preparing  my  announcements  for  the 
papers  I state  clearly,  concisely,  and  truth- 
fully the  facts  of  the  sale.  I write  as  inter- 
estingly’ as  I can  of  the  v’alues  we  have  to  offer, 
and  I describe  each  article  as  accurately  as 
possible.  In  many’  cases  the  description  is  sup- 
plemented by  attractive  original  illustrations  ; 
and  prices  are  invariably  quoted. 

“Funniness”  and  “smart”  savings  are 
carefully’  avoided.  People  don't  read  adver- 


FOWLER’S  PUIU.ICITY 


S4 

tiseinents  for  amusement,  but  to  get  posted  on 
wliat's  being  offered,  or  to  find  out  where  they 
can  get  some  wanted  thing,  and  what  it  will 
cost  them.  The  nearer  you  can  come  toward 
giving  the  public  just  the  information  it  wants, 
no  more  and  no  less,  the  greater  will  he  the 
success  of  the  advertisement. 

Llind  headlines  or  so-called  “catchy” 
phrases,  should  also  be  rejected.  The  head- 
lines of  an  advertisement  should  present  to 
the  reader  a brief  synopsis  of  the  important 
features  of  the  announcement.  For  instance, 
if  $3.00  a yard  silks  are  to  be  sold  at  ^^1.98  a 
yard,  no  better  or  more  attractiee  heading 
could  he  used  than  the  statement  of  that  fact, 
viz:  53.00  silks  at  a yard.  There's  the  story 
at  a glance,  and  whoever's  interested  in  silk 
buying  will  he  anxious  to  find  out  all  about 
the  noods,  and  will  eagerly  read  whateyer 
description  of  them  is  given. 

Of  course  the  silk  should  he  worth  three 
dollars  a yard,  if  you  say  it  is.  Advertisers 
should  never  forget  that  honesty  is  the  best 
adyertising  policy.  The  public  is  quick  to 
detect  the  false  notes  in  an  advertisement. 
Exaggeration  and  mis-statement  can  bring,  at 
the  most,  hut  an  ephemeral  success.  The 
truth  alone  about  your  goods  and  about  your 
store,  can  win  the  confidence  of  the  public 
and  gain  the  permanent  patronage  of  3'our 
customers. 

Regarding  the  amount  of  new'spaper  space 
to  be  used,  — I never  decide  upon  any  set 
number  of  lines,  hut  alwavs  take  as  much 
space  as  I need  to  tell  my  story  clearly.  I try 
to  he  as  brief  as  possible,  hut  not  too  brief. 
It  is  a mistake  to  sacritice  clearness  to  brevity. 
Attractive  display  is,  of  course,  desirable,  hut 
too  many  advertisers  overlook  the  fact  that  it 
is  what  you  say  more  than  how  you  say  it,  or 
how  it  looks,  that  does  the  work. 

In  conjunction  with  the  newspaper  an- 
nouncements, a leaflet  relating  to  one  or  more 
articles  or  departments,  is  put  into  every  pack- 
age and  letter  that  leaves  the  store. 

I have  tested  this  method  of  distriljution 


very  thoroughly,  and  find  it  brings  good  re- 
sults. 

The  daily  papers  and  the  leaflets  mentioned, 
together  wuth  a limited  number  of  fence  signs 
and  a couple  of  spaces  in  the  elevated  cars, 
comprise  our  whole  means  of  reaching  the 
public  by  direct  advertising.  By  always  doing 
exactly  as  we  say  we  will,  and  giving  the 
best  possible  values  in  reliable  merchandise 
we  have  succeeded,  in  steadily  increasing  the 
volume  of  our  business. 

Prudential  Insurance  Company  of 
America 

Newark,  X.  J.  By  John  F.  Drydeii,  President. 

At  first,  as  the  plan  of  life  insurance  pre- 
sented by  The  Prudential  — the  weekly  pay- 
ment plan  — was  entirely  new  to  America,  it 
was  necessary  to  use  all  sorts  of  newspaper 
and  ordinary  advertising  to  make  known  the 
character  and  leadino-  features  of  the  new 

o 

system.  It  was  found  that  regular  reading 
notices  descriptive  of  the  practical  operations 
of  the  company  — accounts  showing  the  actual 
workings  of  the  new  plan  of  industrial  insur- 
ance and  its  benefits  to  the  masses,  were  most 
helpful  in  the  work  of  publishing  the  Pruden- 
tial's propaganda,  so  to  speak.  But  from  first 
to  last,  all  along  the  infant  period  of  experi- 
mentation as  well  as  during  the  20  years  or 
more  of  established  and  ever-increasing  suc- 
cess and  prosperit\’,  the  main  reliance  of  the 
company  has  been  its  own  literature,  presented 
in  a variety  of  forms,  followed  up  by  the  per- 
sonal efforts  of  its  canvassers  to  secure  policy- 
holders.  At  the  present  time,  the  company 
publishes  two  regular  periodicals.  The  Pru- 
dential and  The  Prudential  Review,  the  former 
hi-monthlv  and  the  latter  quarterly,  which  are 
factors  in  the  work  of  spreading  abroad  the  com- 
pany’s ways  and  workings,  and  such  matters 
and  arguments  as  it  is  desired  to  lay  helore 
policy-holders  and  the  general  jiuhlic.  d'he 
Prudential  is  devoted  to  the  interests  of  the 


succksshs 


iiulustrial  aiuKriu*  I'riulonlial  Review  to  tliose 
of  the  ordinary  or  old  line  life  insurance  branch. 
'The  space  in  each  is  about  evenlv  divided 
between  insurance  aiul  general  literature.  Of 
'Fhe  Prudential,  an  eigbt-page  royal  octavo 
illustrated  family  paper,  as  many  as  20,000,- 
000  copies  have  been  issued  in  a year;  and 
of  The  Prudential  Review,  a sixteen-page 
octavo,  finely  printed  and  richly  illustrated  — 
as  many  as  300,000  annually.  There  is,  be- 
sides, a four-page  paper  the  same  size  as  The 
Prudential  which  is  designed  for  and  addressed 
especially  to  the  field  staff  of  the  company, 
the  superintendents,  assistant  superintendents, 
and  agents,  numbering  in  all  about  10,000 
persons.  This  is  the  weekly  Record,  the 
regular  medium  of  general  communication 
between  the  company  and  its  representatives 
scattered  over  20  states  of  the  Union  from 
Boston  to  Denver.  The  weekly  Record  has 
an  average  circulation  of  12,000  weekly. 
Altogether,  there  is  sent  out  by  the  Pruden- 
tial Company  an  average  of  about  one  ton  of 
printed  matter  per  day,  more  than  half  of 
which  would  come  under  the  head  of  adv'er- 
tising  matter.  This  forms  no  unimportant 
part  of  the  agent’s  canvassing  equipment. 

During  the  present  year,  with  the  double 
view  of  (i)  making  its  name  and  character 
as  an  all-around  standard  life  insurance  com- 
pany better  known  in  certain  circles,  and  (2) 
of  helping  its  agents  in  the  work  of  canvass- 
ing, the  company  has  gone  extensively  into 
advertising  in  the  high-class  weeklies  and  the 
monthly  magazines. 

As  to  what  benefit  the  compaii}'  is  receiving 
from  this  course  of  publicity,  it  is  impossible, 
as  yet,  to  determine,  if  indeed  it  ever  can  be 
told  accurately  ; for  in  life  insurance,  insurers 
almost  universally  wait  to  be  soimht  out  and 
enrolled  rather  than  seek  out  and  secure  pro- 
tection of  their  own  accord.  At  all  events,  it 
is  too  soon  to  say  what  good,  if  any,  this 
magazine  and  periodical  advertising,  the  sub- 
ject-matter of  which  is  all  arranged  and  pre- 
sented according  to  the  most  approved  and 


«5 

attracli\’e  methods  of  language  and  illustra- 
tion combined,  is  doing  the  company.  Any 
estimate  would  be  purely  conjectural. 

This  company  is  a lirm  and  devout  believer 
in  the  power  of  printer's  ink  as  a great  aid  to 
business  increase,  but  its  own  experience  dur- 
ing 20  completed  years  shows  that  the  great- 
est benelit  derived  by  it  thereby  has  been 
where  it  has  used  its  own  writers,  its  own 
presses,  and  its  own  agencies  to  arrange,  for- 
mulate, and  distribute  its  matter  among  the 
American  masses. 

Thomas  Davidson  Manufacturini^ 
Company 

.Montreal,  Canada,  japanned  Tin  Ware,  Wire 
Goods,  Lithographic  Boxes.  By  James  David- 
son, President. 

Business-directory  and  casual  advertising 
may  be  beneficial,  but  I have  not  found  them 
so.  A well-written,  short  advertisement  is  of 
more  value  than  a long  and  tedious  one.  A 
man  who  can  put  advertisements  in  a wa}'  to 
get  twice  as  many  people  to  read  them  as 
when  written  by  the  advertiser  himself,  earns 
his  pay,  because  he  increases  the  value  of 
the  advertisement  four-fold ; twice  as  many 
read  it,  and  each  person  that  does  read  it  is 
twice  as  likely  to  let  the  advertiser  hear  from 
him. 

Advertising  in  a good  trade  paper  not  only 
secures  trade  direct  to  a wholesale  house,  but 
is  the  backbone  of  travelling  men.  They  have 
an  immense  advantage  over  their  opponents 
representing  a house  that  does  not  advertise. 
To  a new  customer  the  introduction  is  more 
than  half  made  ; articles  advertised  long  pre- 
viously are  asked  for  by  old  friends,  and  fresh 
ones  are  already  half  sold. 

There  is  no  use  in  advertising  without  think- 
ing of  the  end  to  be  attained.  From  a whole- 
sale point  of  view  I believe  in  the  trade  papers 
first,  and  in  creating  a demand  from  consumers 
of  specialties  in  the  good  daily  papers. 


86 


FOWLER’S  PUBLICITY 


Maison  de  Contiance 

Paris,  France,  “ An  Petit  Matelot.”  By  A. 

Boiiehet,  Manager. 

Fonclee  il  y a plus  d'tin  siecle  (en  1790)  la 
Maison  clu  “Petit  Matelot”  ouvrit  tine  bou- 
tique fort  exigue  au  coin  du  quai  d'Anjou  et  de 
la  rue  des  Deu.x  Pouts,  en  face  le  Pont  Marie, 
dans  rile  Saint  Louis.  A cette  epoque,  le 
quartier  se  trouvait  en  plein  centre  du  Vieu.x 
Paris  et  la  Maison  du  “ Petit  Matelot”  s’etait 
installee  dans  un  endroit  tres  favorable  au 
genre  de  commerce  qu’elle  voulait  exploiter. 
Tout  autour  de  Pile  Saint  Louis  et  dans  File 
Louviers,  juscju’au  Pont  d’Austerlitz,  se  trou- 
vaient  amarees  tine  quantite  innombrables  de 
chalands,  de  peniches  occupant  tout  un  monde 
de  travailleurs.  Tons  ces  matelots  d’eau 
douce,  que  le  fondateur  dela  Maison  du  Petit 
Matelot  voulait  amener  chez  lui,  susciterent 
I'idee  de  prendre  pour  enseigne  ; “ Au  Petit 
Matelot.”  Les  debuts  furent  modestes,  mais 
I’idee  etait  bonne  et  les  draps  et  les  molletons 
que  Ton  employait  pour  vareuses  et  pour  vete- 
ments  repondaient  a un  besoin  que  nul  jtisqu’- 
alors  n’avait  devine.  Le  succes  ne  se  lit  pas 
attendu  etbientotil  fallut  ouvrir  une  deuxieme 
boutique,  puis  prendre  le  premier  etage. 
Qiielques  annees  plus  tard,  enhardi  par  ses 
succes,  le  Directeur  de  la  Maison  du  “ Petit 
Matelot  ” fonda  un  comptoir  d’articles  pour 
les  canotiers.  Les  vareuses,  les  maillots,  les 
casquettes,  les  pavilions  et  tons  les  accessoires 
co’ncernant  rhabillement  du  canotier  s'y  trou- 
vaient  a profusion.  Aussi  toute  I’elite  de  la 
population  parisienne,  qui,  seule,  alors  se 
livrait  a ce  genre  de  sport  vint-elle  en  foule 
s’equiper  “ Au  Petit  Matelot.”  Pen  a pen, 
Paris  subit  des  transformations,  des  embel- 
lissements  qui,  favorables  aux  uns  furent  la 
mine  pour  d’autres.  Beaucoup  de  maisons 
sombrerent  quand  sur  leurs  debris  s’eleverent 
les  immenses  bazars  que  nous  voyons  aujour- 
d’hui.  Parmi  toute  cette  melee,  la  Maison  du 
“ Petit  Matelot”  continua  sa  marche  en  avant 
et  vit  toujours  ses  efforts  couronnes  de  succes. 


C'est  elle  qui  fit  les  premiers  costumes  de 
chasse  et  qui  eut  avec  ce  nouveau  genre 
d’habillement  si  confortable  et  si  bien  com- 
pris  la  faveur  de  tons  ceux  qui  etaient  les  dis- 
ciples de  St.  Hubert.  Aussitot  qu’un  nouveau 
sport  semblait  prendre  pied  en  France  la  Mai- 
son du  Petit  Matelot  n’avait  pour  incessante 
preoccupation  de  s’inspirer  du  progres  et 
d’appliquer  ses  decouvertes.  La  reputation 
du  Petit  Matelot  est  universelle.  La  maison 
du  Petit  Matelot  est  parmi  les  grandes  maisons 
la  sciilc  qui  soit  restee  une  vraie  maison  de 
specialites  ; la  scale  qui  n’adjoigne  pas  a tout 
ce  c|ui  constitue  et  contribue  a rhabillement 
ces  mille  articles  absolument  etran^ers  a la 
toilette  de  I’homme,  de  la  femme  et  de  I’en- 
fant.  Considerablement  agrandie  et  proprie- 
taire  des  immeubles  qu’elle  occupe  mainte- 
nant  la  Maison  du  Petit  Matelot  est  dans  une 
situation  unique,  qui  lui  permet  de  remplir 
loyalement  son  programme  adopte  et  rigour- 
eusement  suivi  depuis  si  longtemps. 

Voila  I’histoire  de  I’origine  et  de  I’accroisse- 
ment  de  la  maison  du  Petit  Matelot,  ou  I’on  pent 
trouver  a I’heure  presente  tons  les  vetements 
et  accessoires  pour  tons  les  sports  : Aviron, 
Saut,  Course  a pied,  Boxe  frangaise.  Bicycle, 
Natation,  Marche,  Equitation,  Tir,  Escrime 
et  Jeux  de  plein  air. 

(Translation. ) 

It  is  more  than  a century  (1790)  since  the 
Maison  du  Petit  Matelot  opened  a diminutive 
shop  at  the  corner  of  the  C^iuiv  d'Anjou  and 
the  Rue  des  Deux  Pouts,  opposite  the  Pont 
Marie  on  I'lle  St.  Louis.  Tliat  quarter  was 
then  in  the  centre  of  old  Paris,  and  was  most 
favorably  located  for  the  sale  of  the  goods 
handled  by  the  Maison  du  Petit  Matelot.  All 
around  I’lle  St.  I.,ouis  and  on  I'lle  Louviers 
as  far  as  the  Pont  d'Austerlitz,  were  numbers 
of  customers,  the  occupants  of  innumerable 
small  boats.  These  fresh-water  sailors,  whose 
trade  the  founder  of  our  house  desired  to 
secure,  suggested  the  name,  — “ At  the  Little 
Sailor.” 


GREAT  SUCCESSES 


87 


Tlie  beginnings  were  modest,  but  the  idea 
was  good,  and  the  cloths  and  other  materials 
used  lor  blouses  and  clothing  responded  to  a 
need  which  had  been  divined  by  no  one.  The 
success  was  unexpected  and  necessitated  the 
opening  of  a second  shop  which  took  the 
second  lloor.  Several  3'ears  later,  emboldened 
by  previous  successes,  the  Director  founded  a 
factory  for  the  manufacture  of  articles  for  boat- 
men. Blouses,  bathing  suits,  caps,  tents,  and 
all  the  accessories  of  a boatman’s  costume  were 
shown  in  profusion.  And  the  elite  of  Paris 
who  wished  to  clothe  themselves  for  any  kind 
of  sport  flocked  to  the  Maison  du  Petit  Matelot. 

Little  by  little,  Paris  underwent  transfor- 
mations which,  while  they  benefited  some, 
brought  ruin  to  mau}^  of  its  inhabitants. 
Numbers  of  the  houses  overturned  in  these 
changes  arose  from  the  debris  as  the  im- 
mense bazaars  which  we  know  to-day.  But 
The  Little  Sailor  continued  to  move  forward, 
all  its  efforts  crowned  with  success.  It  was 
our  house  that  made  the  first  hunting  cos- 
tumes and  won  the  favor  of  the  disciples  of 
St.  Hubert  for  this  new  and  comfortable  habit. 
And  when  any  new  sport  appeared  to  take  root 
in  France,  it  was  The  Little  Sailor  which  in- 
spired its  progress  and  applied  its  discoveries. 

The  reputation  of  the  Maison  du  Petit 
IMatelot  is  universal.  It  is  the  only  real  spe- 
cialty house  in  Paris,  — the  only  one  which  has 
not  added  to  its  stock  a thousand  things  utterly 
foreign  to  the  dress  of  men,  women  and  chil- 
dren. 

Considerably  enlarged  and  owning  the  build- 
ing it  now  occupies,  The  Little  Sailor  is  in  a 
unique  position  which  makes  it  possible  to 
rigorously  follow  the  program  adopted  man}' 
years  ago. 

Such  is  the  history  of  the  origin  and  growth 
of  the  Maison  du  Petit  Matelot  where  one  can 
find  to-day  the  costumes  and  accessories  for 
all  the  sports : rowing,  jumping,  running, 
cycling,  French  boxing,  swimming,  walking, 
riding,  shooting,  fencing,  and  all  the  open  air 
games. 


j.  An^us  MacDonald 

Foniierl)'  Advertising  Manager,  Hlooniingdale 
Brothers,  Department  Store,  New  York  ; Jordan, 
Marsh  & Co.,  Dry  Goods,  Boston,  Mass.  ; Den- 
ver  Dry  Goods  Coini)any,  Denver,  Col. 

To  sit  down  and  do  justice  to  an  article 
upon  the  subject  of  department  store  adver- 
tising is  no  easy  task.  The  subject  is  so  com- 
prehensive that  in  the  limits  of  this  paper  I 
can  do  no  more  than  make  a few  deductions 
from  considerable  experience  — deductions 
that  may  contain  a few  points  of  value  to  the 
reader. 

At  the  first  blush  it  would  seem  as  if  the 
advertising  of  a department  store  was  nothing 
more  than  the  mere  arrangement  and  placing 
of  a certain  number  of  items  in  the  local 
papers  from  day  to  day ; but  when  one  takes 
into  consideration  the  number  of  departments 
to  be  kept  before  the  gaze  of  the  local  public, 
the  amount  of  money  to  be  spent  and  the  com- 
parative value  of  the  many  mediums,  the  ques- 
tion rapidly  resolves  itself  into  a very  abstruse 
one. 

If  you  pickup  a New  York  daily  and  study 
the  advertisements  of  Macy,  Bloomingdale, 
Hilton,  Hughes  and  Company,  Hearn,  or  any 
of  the  local  advertisers,  the  first  considera- 
tion likely  to  enter  your  mind  is  the  language 
and  argument  employed  in  that  announcement. 
“ Are  the  arguments  convincing?  ’’you  ask,  as 
you  are  scanning  the  advertisement  with  a criti- 
cal eye.  “ Is  the  typographical  arrangement 
good  ? ” “ Are  his  illustrations  in  good  taste?  ” 
“ Has  he  secured  a good  position  for  his  ad- 
vertisement ? ” If  these  questions  can  be 
answered  in  the  affirmative,  then  the  usual 
conclusion  is  that  the  advertisement  is  good, — 
that  according  to  all  rules  that  govern  good 
advertising  it  ought  to  bring  in  trade. 

But  there  is  another  point,  and  a very  im- 
portant point  too.  Unless  you  have  a thor- 
ough knowledge  of  the  inside  workings  of  the 
advertising  department  of  the  modern  retail 
establishment  you  are  sure  to  overlook  that 


88 


FOWLER'S  PI:BLICITY 


one  point,  wliich,  in  the  opinion  of  the  experi- 
enced dejKirtinent  store  advertiser,  is  the  most 
important  of  all.  Here  is  the  point: 

Are  the  departments  rightly  represented? 

Some  departments  have  greater  monev- 
making  possibilities  than  others  : have  thev  a 
representation  in  proportion  to  their  monev- 
making  powmrs? 

Ladies’  and  children's  garments,  dress 
goods,  silks,  men’s  and  boys’  clothing,  and 
the  more  material  departments  have  greater 
money-making  powers  than  laces,  small 
wares,  millineiy,  and  groceries,  and  it  takes 
some  little  time  for  the  novice  to  discover  the 
weighty  departments  in  the  store.  And  after 
he  has  mastered  this  lesson,  he  frequently 
linds  that  Mr.  Ribbon  Man,  Mr.  Lace  Man, 
or  Mr.  Notion  Man,  has  a “ snap  ” which 
oimht  to  be  well  advertised  to  the  exclusion  of 

0 

dress  goods,  cloaks,  or  clothing  for  the  time 
being.  Daily  there  come  to  the  surface  in 
the  average  department  store  strong  bargain 
opportunities  that  should  be  instantly  pre- 
sented to  the  public  view,  and  which  are  val- 
uable not  only  from  the  fact  that  these  adver- 
tised opportunities  draw  quick  trade  and  make 
the  store  popular,  but  also  that  considerable 
profit  can  be  secured  in  verv  short  order. 

Thus  it  is  that  the  advertising  man  should 
have  a fine  sense  of  proportion  as  well  as  a 
quick  mental  grasp  in  order  to  make  the  best 
use  of  daily  opportunities. 

1 have  found  it  a verv  excellent  idea  to  have 
the  daily  advertisement  open  with  a strong, 
well-displayed  talk  about  some  speciall}" 
“ good  thing.”  One  day  it  would  be  ladies’ 
suits,  — a special  drive  of  500  or  so  at  fj>7.77  : 
the  next  day  the  advertisement  opened  up  with 
a tale  of  towels  going  at  a price  that  ought  to 
clean  up  the  lot  in  short  order  ; the  third  day 
spoke  of  a carload  of  bicycles  at  a sweepinglv 
low  figure ; the  fourth  day  woidd  speak  of 
hosiery,  and  so  on  through  the  weeks. 
Should  the  whole  advertisement  be  three 
columns  wide,  the  most  inqiortant  article 
would  receive  the  jilace  of  honor  at  the  toji, 


with  the  benefit  of  a three-column  displav  : 
should  it  be  two  columns,  it  would  have  a 
double-column  displav,  etc.  The  other  de- 
partments would  follow  below,  usuallv  in 
single-column  order. 

Frequently  there  would  be  no  speciallv 
strong  article  to  offer.  In  such  a case  I took 
what  I considered  the  strongest  department 
and  gave  it  a representation  at  the  top.  Occa- 
sionally, as  a matter  of  variety,  instead  of 
opening  the  advertisement  with  some  par- 
ticular department,  1 would  commence  with 
a general  heading  which  embraced  all  de- 
partments. 

As  to  language.  That  is  principally  a 
matter  of  individual  opinion.  I believe  in  a 
pleasant,  easv,  pithy  st^'le  that  gets  to  the 
point  in  short  order,  with  bits  of  originalitv  to 
light  up  the  road.  The  descriptions  should 
be  as  brief  as  consistent  with  comprehensive- 
ness. I believe  women  want  as  full  descrip- 
tions as  thev  can  get  of  goods  in  which  thev 
are  interested.  In  speaking  to  men,  be  verv, 
very  brief. 

As  to  typographical  effect.  In  the  whole 
course  of  mv  experience,  I have  never  learned 
that  big  black  type  brought  more  trade  than  the 
smaller  and  neater  two,  three,  and  four  line 
display  with  small  pica  or  similar  size  body 
tvpe.  And  vet  so  many  department  managers 
want  bold,  black  seven  and  more  line  tvpe  for 
displav,  and  huge  black  tvpe  for  body  ! The 
latter  is  more  striking,  but  if  a person  is  going 
to  read  vour  advertisements,  is  it  not  more 
easy  and  jdeasant  to  read  the  t3’pe  to  which 
he  is  most  accustomed?  Our  books,  maga- 
zines, weeklies,  and  dailies,  are  printed  in 
agate,  nonpareil,  brevier,  or  pica; — in  these 
Uqies  we  read  almost  eveiy  line  of  literature  : 
the}’  represent  the  tvpe  to  which  our  eyes  are 
accustomed.  I believe  that  the  ju’oper  bar- 
gains, rightlv  written  up,  can  be  amply  dis- 
]daved  in  the  advertisement  showing  disphi}' 
heads  of  1 )e  Vinne,  I lowlaiul,  Jensen,  or 
Block,  of  three  and  four  lines,  and  body  in  pica, 
nonjiareil,  or  brevier.  Each  department  shonld 


(;ri-:at  successes 


liiive  a siih-lu'ading',  with  the  items  in  uniform 
type  and  the  prices  in  small  display  at  the 
ends.  Hv  having  all  departments  set  in  uni- 
form style  you  have  a neat  effect. 

As  to  illustrations.  Use  cuts  and  plenty  of 
them.  A cut  tells  the  story  cpuck  as  a wink  ; 
a cut  with  the  description  and  price  is  a dozen 
times  as  effective  as  the  mere  description  and 
price.  A great  number  of  papers  charge 
extra  for  cuts.  I consider  such  a charge  an 
outrage,  and  an  obstacle  to  enterprise,  but  it 
is  sometimes  better  to  use  the  cut  and  pay  the 
extra  charge.  Outline  cuts,  cut  deep,  should 
be  used  for  newspaper  work  only.  If  you 
want  to  throw'  any  shading  in  the  illustration 
a woodcut  should  be  used.  But  the  less  shad- 
ing used  in  the  average  newspaper,  the  better, 
as  with  the  rapid  press-w'ork  and  poor  paper 
shaded  cuts  are  liable  to  blur. 

As  tg  mediums.  If  tbe  reader  of  these  lines 
is  interested  in  tbe  advertising  of  a department 
store,  he  doubtless  bas  very  strong  ideas  on  the 
subject  alreadv.  Pick  up  a paper ; if  it  has  a 
healthy,  well-fed  look,  if  its  news  and  editorial 
columns  are  up-to-date,  with  an  abundance  of 
good  matter,  if  its  advertising  columns  are 
well  patronized,  then  it  is  a safe  conclusion 
that  such  a paper  amounts  to  something,  and 
if  it  circulates  in  your  vicinity  y'ou  ought  to 
use  it.  To  further  demonstrate  its  value,  try 
test  advertisements  ; advertise  certain  articles 
in  that  paper  on  certain  days,  and  compare 
results  with  similar  tests  in  other  papers. 

In  conclusion,  I would  suggest  the  follow- 
ing rules  deduced  from  considerable  experi- 
ence, for  the  benefit  of  budding  department 
store  advertisers  : 

Always  maintain  ^-our  individuality,  not  only 
in  the  management  of  your  departments,  but 
also  in  your  advertisements. 

Cultivate  heads  of  departments.  Make 
them  believe  you  are  their  friend,  sympathize 
with  them  in  their  troubles,  and  exult  with 
them  when  by  some  clever  stroke  of  work 
they  secure  “a  bargain  snap”  that  you  can 
exploit  to  their  advantage  as  well  as  your  own. 


S9 

By  keeping  in  close  touch  with  them  von 
gather  better  “ shn’ies.” 

Keep  a cool  head.  Give  an  audience  to  all 
with  as  little  delay  as  possible ; newspaper 
men  will  appreciate  this  courtesy.  Be  jirompt 
and  decisive  and  keep  your  eyes  and  ears 
open  for  new  ideas.  They  frecpiently  come 
from  the  most  unexpected  sources.  Let  pro- 
gramme advertising  severely  alone.  Billboard 
advertising  is  occasionally  valuable.  Write 
occasional  reading  notices  about  happenings 
in  your  store  and  have  your  papers  print  them. 
Look  o\'er  the  advertisements  in  the  Chicago, 
Philadelphia,  and  New  York  papers.  Read 
the  publications  published  in  the  interest  of 
advertisers,  and  remember  that  the  whole 
problem  is  a constant  study  that  vour  lifetime 
will  never  solve. 

A.  G.  Spalding  & Brothers 

Chicago,  111.,  and  New  York,  X.  V.,  Bicycles, 
Boats,  Uniforms,  Athletic  hoods.  By  J.  W. 
Spalding. 

“ How  I made  advertising  pay?” 

This,  to  a fair-minded  business  man,  and 
particularly  to  the  business  man  who  has  for 
3'ears  been  what  might  be  considered  a per- 
sistent advertiser,  is  a very  hard  question  to 
answer. 

Twenty  years  ago,  A.  G.  Spalding  & Brothers 
first  started  in  the  base-ball  business  — started 
as  dealers  in  base-balls  and  base-ball  supplies 
exclusively.  Owing  to  our  close  connection 
with  the  game  at  that  time,  and  our  knowledge 
of  the  sport,  we  had  very  little  trouble  indeed 
in  rapidly'  commanding  a pre-eminent  position, 
our  main  object  being  to  produce  an  article 
that  could  not  be  duplicated  or  subjected  to 
any  kind  of  criticism.  We  believed  then,  as 
we  believe  now,  that  the  articles  and  different 
products  of  our  own  factorv  bearing  the  trade- 
mark “ Spalding,”  which  is  a guarantee,  are 
the  best  advertisements  we  can  have.  The 
Spalding  League  ball,  the  officially-adopted 
ball  of  the  National  Base  Ball  League,  is 


90 


FOWLER’S  PUBLICITY 


known  tlironghout  the  entire  world,  — -that  is, 
tlie  sport-loving  world.  Wherever  base-ball 
is  played,  tlie  Spalding  League  ball  is  in  use 
and  is  the  adopted  ball.  We  have  been  suc- 
cessful in  producing  the  best  that  can  be  pro- 
duced in  sporting  implements  and  athletic 
goods,  and  I confidently  believe  that  the  quality 
of  our  uoods  is  the  best  advertisement  we  em- 

o 

ploy.  In  our  opinion  a satisfied  customer  is 
the  best  advertisement  we  can  have. 

The  sporting  goods  business  is  somewhat 
different  from  any  other  business,  for  what- 
ever article  is  produced  is  used,  to  a certain 
extent,  in  a public  way  ; for  sport,  either  ama- 
teur or  professional,  in  a great  many  cases  is 
carried  on  for  the  benefit  of  the  public  as  well 
as  the  players,  and  they  at  once  know  just 
wdiat  implements  and  apparatus  are  being 
used.  We  endeavor  as  far  as  possible  to  have 
every  article  we  make  a lasting  advertisement 
for  the  firm.  In  this  we  are  successful,  and 
much  of  the  success  of  A.  G.  Spalding  & 
Brothers,  and  the  commanding  position  they 
occupy  in  the  athletic  world  to-day  is  due,  we 
think,  primarily  to  the  quality  of  the  goods  we 
send  broadcast  throughout  the  world. 

Of  course  we  have  other  means  of  adver- 
tising and  in  our  20  years  of  business  we  have 
used  every  conceivable  kind  of  advertising 
scheme.  We  have  used  the  magazines,  the 
daily  papers,  country  papers,  listed  papers, 
religious  papers,  agricultural  papers,  large 
city  dailies,  trade  papers,  and  medical  papers  ; 
we  have  had  posters,  catalogues,  circulars, 
lithographs,  card  hangers,  hangers  of  all  de- 
scriptions, calendars,  novelties,  racing  teams, 
railroad-car,  cable-car,  and  fence  advertise- 
ments, — in  fact,  I doubt  if  there  is  any  one 
kind  of  advertising  that  A.  G.  Spalding  & 
Brothers  have  not  used  in  the  past  20  years. 

From  these  various  methods  it  will  be  a 
pretty  hard  thing  to  pick  out  those  that  can  be 
considered  the  most  profitable.  Of  course 
there  are  certain  kinds  of  advertising  we  are 
partial  to,  but  it  does  not  follow  that  these  are 
the  best,  for  in  my  many  years  in  business,  I 


don’t  think  I have  been  able  to  arrive  at  what 
I would  consider  the  best  kind  of  advertising. 

A large  proportion  of  A.  G.  Spalding  & 
Brothers’  business  is  wholesale  and  is  done 
throuffh  thousands  of  ajients  throimhout  the 
country.  Owing  to  the  fact  that  we  are  the 
recognized  leaders  in  the  athletic  goods  busi- 
ness, the  placing  of  local  agents  is  quite  easy, 
because  an  agent  in  a small  town  realizes  the 
fact  that  if  he  has  a Spalding  Agency,  he 
has  a valuable  agenc}',  and  is  perfectly  willing 
to  advertise  that  fact  and  spend  a proportion 
of  his  income  in  letting  the  people  in  his  par- 
ticular territory  know  that  he  represents  A.  G. 
Spalding  & Brothers.  Then,  so  far  as  our 
retail  stores  are  concerned,  in  every  city  w'here 
we  have  a retail  store,  we  use  the  daily  papers, 
and  for  years  past  we  have  found  that  daily 
paper  advertising  is  valuable  advertising.  For 
some  time  past  we  have  pursued  a policy 
which  might  be  called  an  exclusively  daily 
paper  policy,  dropping  out  of  everything  else. 
We  rather  like  it,  for  it  shows  results  that 
mio[ht  be  termed  instantaneous  results.  We 
are  pretty  certain  of  that,  because  in  our  New 
York  store  two  years  ago  we  had  on  our  hands 
one  thousand  bicycles,  the  make  of  another 
manufacturer.  We  wanted  to  dispose  of  them 
and  advertised  liberally.  We  advertised  a 
fixed  price  in  the  daily  papers,  advertised 
largely  day  in  and  day  out,  for  at  least  ten 
days.  The  result  was  that  in  tliat  short  space 
of  time  we  sold  the  entire  thousand  bicycles 
or  thereabouts.  We  were  doing  good  adver- 
tising and  it  showed  results  instantaneously. 
Of  course  it  would  be  different  with  any  other 
kind  of  advertising.  The  weeklies  and  out-of- 
town  papers  would  not  show  results  as  quickly 
as  the  daily  papers. 

In  1894,  just  three  3'ears  ago,  we  decided 
to  manufacture  our  own  bicycles.  We  located 
a factory  at  Chicopee  Falls,  Mass.,  and  com- 
menced to  manufacture  the  “Spalding”  bi- 
cycle. We  wanted  an  absolutel}'  high-grade 
leader,  a bicycle  that  was  the  equal  of  any- 
thing sold  in  the  market  at  the  same  price. 


c;  R 1-:  AT  SUCCESS  ICS 


Ol  course  lor  years  and  years  prior  to  our 
openinjf  up  of  our  bicycle  factory  we  liandled 
and  sold  bicycles.  In  1894  we  placed  our 
tirst  high-grade  machine — -The  Spalding  — 
before  the  public. 

On  May  30th,  1894,  A.  II.  Barnet,  a New 
Jersey  local  rider  mounted  on  a Spalding 
bicycle,  won  the  great  Iryington-Milhurn 
Road  Race.  It  is  a race  looked  upon  as  a 
good  thing  to  win.  The  Spalding  bicycle 
won  it  and  we  at  once  seized  the  chance  to  lay 
before  the  public  the  fact  that  the  Spalding 
bicycle  was  a fast  bicycle  ; that  it  was  a strong 
bicycle  in  being  able  to  go  through  such  a 
hard  race  without  mishap,  and  that  to  a novice 
it  meant  a great  deal  to  ride  the  Spalding 
bicycle,  which  possessed  all  the  qualifications 
for  <rood  strong  road  racing.  The  winning 
of  that  race  did  not  amount  to  so  very  much 
in  itself,  but  the  way  we  handled  that  win, 
did  the  Spalding  bicycle  more  good  than  any 
other  kind  of  advertising  we  did  that  year. 
AVe  heralded  the  event  abroad.  Lithographs 
and  posters  of  the  winner  were  sent  to  all 
sections  of  the  country  and  again  the  cry  went 
up  “ Spalding’s  luck,”  but  from  that  day  to 
this  the  Spalding  bicycle  bas  been  the  favorite 
at  road  racing,  ti*ack  racing,  and  at  coasting, 
and  we  never  lost  sight  of  the  fact  that  any- 
thing important  accomplished  by  the  Spalding 
bicycle  should  be  brought  before  the  public  at 
large  in  more  ways  than  one.  Of  course  it 
does  not  necessarily  follow  that  if  the  Spalding 
bicycle  had  not  won  the  Irvington-Milburn 
Road  Race  in  1894,  it  would  not  be  a positive 
leader  to-day,  but  I believe,  arid  a great  many 
are  of  the  same  opinion,  that  the  win  in  1894, 
in  the  first  year  of  its  existence  on  the  track 
did  a great  deal  towards  making  the  Spal- 
ding bicycle  a popular  wheel  with  the  racing 
men. 

I have  tried  to  think  what  I should  consider 
the  best  advertisement  we  ever  produced.  To 
be  candid  with  you,  I think  they  have  all 
been  pretty  good.  We  have  handled  our 
advertising,  I fancy,  in  a very  conservative. 


91 

business-like,  and  careful  way,  and  one 
advertisement  seems  to  us  to  be  as  good  as 
the  other.  They  all  show  results.  One  of 
the  most  striking  of  our  advertisements  of 
late  has  been  that  of  the  Christy  anatomical 
saddle.  We  felt  that  the  Christy  saddle  was 
anatomically  correct  and  we  endeavored  to 
show  to  the  public,  by  the  use  of  the  pel- 
vic bones,  just  how  a rider  sat  on  the  old 
style  suspension  saddle,  and  how  he  sits  on 
the  new  Christy.  The  portrayal  of  these 
pelvic  bones  was  a bit  weird,  so  to  speak,  and 
in  many  cases  we  have  had  business  men 
come  in  and  criticise  the  advertisement  for  the 
simple  reason  that  the  bones  attracted  the 
attention  and  looked  unnatural,  but  nev'erthe- 
less  it  proved  a good  advertisement,  because 
there  was  nothing  objectionable  in  it,  and  it 
showed  cyclists  at  a glance  just  how  the  body 
rests  on  the  old  and  the  new  saddle.  We 
considered  that  one  of  the  best  advertisements 
we  ever  put  out. 

R.  Simpson  Company,  Limited 

Toronto,  Ont,  Dry  Goods  and  Department  Store. 

By  J.  S.  Robertson. 

“ How  I made  my  advertising  pay?” 

By  giving  much  thought  unto  it. 

There  is  truth  in  the  saying  that  “ The  man 
who  is  his  own  lawyer  has  a fool  for  a client.” 
This  philosophy  can  be,  in  many  cases,  ap- 
plied to  the  business  man,  who,  amidst  the 
responsibilities  and  worries  of  a large  busi- 
ness, attempts  to  manage  his  own  advertis- 
ing. It  is  better  for  him  to  engage  an  adver- 
tising specialist  to  look  after  this  matter,  as  he 
would  a lawyer  to  attend  to  the  legal  end  of 
his  business.  This,  at  least,  is  the  policy  of 
the  Robert  Simpson  Company,  Limited,  To- 
ronto. 

Someone  has  said  that  goods  well  bought 
are  half  sold,  and  shrewd  merchants  recog- 
nize the  importance  of  this  truism.  But  it  is 
one  thing  to  buy  goods,  and  buy  these  well, 
and  something  else  to  sell  the  goods.  Only 


92 


FOWLER’S  I’UBLICITY 


intelligent  publicity  will  successfully  attain 
this  end.  The  Robert  Simpson  Company, 
Limited,  are  shrewd  buyers  ; they  are  equally 
shrewd  in  their  adyertising. 

It  costs  money  to  adyertise  — large  money. 
The  shrewd  advertiser  will  buy  advertising 
space  with  the  same  care  and  judgment  that 
he  buys  stocks  to  sell.  lie  will  bu}'’  such 
space  as  is  valuable  to  him  in  his  particular 
business.  Desirous  of  reachin^^  tlie  great 
retail  buying  public,  the  Robert  Simpson 
Company,  Limited,  buy  space  in  those  papers 
that  reach  the  great  mass  of  consumers  — 
hence  the  larger  proportion  of  their  advertis- 
ing is  done  through  the  great  city  dailies. 

Advertisements  are  changed  daily,  the  same 
advertisement  never  appearing  a second  time 
in  the  same  paper,  and  on  this  account  the 
daily  paper  serves  a purpose  which  a weekly 
or  monthly  does  not.  This  is  no  reflection  on 
the  value  of  publications  less  frequent  than 
once  a day,  but  simply  indicates  that  for  this 
particular  business,  where  there  is  daily  store 
news  to  give  to  the  public,  there  is  an  advan- 
tage in  the  one  case  that  does  not  exist  in  the 
other. 

The  medium,  or  mediums,  selected,  the 
matter  must  be  considered.  The  public  has 
reached  a point  where  it  reads  advertisements 
as  it  reads  the  news  of  the  day,  but  to  be  so 
read  these  must  be  prepared  with  equal  care, 
skill,  and  intelligence.  No  one  has  use  in 
these  days  for  a newspaper  characterized  by 
dullness  — nor  is  there  room  for  the  dull  ad- 
vertisement. The  Robert  Simpson  Company, 
Limited,  has  no  use  for  sensational  advertis- 
ing, but  it  aims  to  be  interesting. 

But  advertising  must  be  truthful.  One  soon 
learns  to  discount  the  statements  in  a news- 
paper that  leans  to  unreliability.  And  the 
advertisements  that  have  no  backing  in  the 
goods  advertised  soon  come  to  naught.  While, 
as  Barnum  has  said,  “'The  jieople  like  to  be 
humbugged,”  it  is  ecpially  true,  to  slightly 
paraphrase  the  utterance  of  another  great 
American,  Abraham  Lincoln,  that  too  much 


fooling  of  the  people  soon  downs  the  fooler. 
The  Robert  Simpson  Company,  Limited,  be- 
lieves in  doing  what  it  says  it  will  do. 

In  a word,  the  advertising  of  the  Robert 
Simpson  Company,  Limited,  has  been  made 
to  pay  by  applying  to  its  management  the 
same  care,  judgment,  and  business  common- 
sense  that  have  been  applied  for  twenty-five 
years  to  the  general  management  of  this  great 
Canadian  department  store.  The  advertising 
is  made  a department  of  the  business,  and  all 
possible  thought  and  care  given  to  the  me- 
dium, the  manner,  and  the  matter. 

Deering  Harvester  Company 

Chicago,  111.  H)'  K.  Roy  Shuman,  Manager. 

There’s  a vast  difference  between  success- 
ful publicity  and  notoriety.  Some  advertisers 
forget  this,  particularly  the  fresh,  young  “ ad- 
smiths.”  Successful  publicity,  in  my  opinion, 
is  that  which  creates  both  a lasting  and  a 
favorable  impression.  Some  advertisements 
leave  a bad  taste  in  the  month.  People  re- 
member bad  tastes  quite  as  long  as  they  do 
good  ones,  but  they  don't  appeal  to  the  pocket- 
book  as  the  good  tastes  do. 

For  instance,  the  manufacturers  of  a wheaten 
breakfast  food  issued  a lithograph  showing  a 
disgusting  view  of  the  interior  of  a stomach, 
supposed  to  have  been  diseased  by  a diet  of 
oats.  The  nauseating  picture  appeared  also 
on  every  box  of  food.  For  my  part,  even  if 
this  kind  of  advertising  left  the  impression  that 
oats  was  a dangerous  food,  it  would  certainly 
not  lead  me  to  buy  that  particular  kind  of 
wheaten  food.  llow  different  is  the  effect  of 
that  pretty  jingle  : 

“ Suppose,  from  hither  unto  yon 
Were  pipes  of  brazen  strength 
And  Hire’s  rootl)ecr,  from  there  to  here 
Kan  thro’  their  luscious  length.” 

Successful  publicity  is  more  than  phiying 
on  words.  It  must  convey  ;i  sensible  idett. 
But  it  should  convey  lliat  idea  in  an  ;ittracti\  e 
:ind  striking  form.  11  it  can  do  this  by  means 


GRKAM^  SGCCICSSKS 


93 


ol'  an  appropriate  picture,  all  the  better.  ’’Jhike 
the  '•  Wool  Soap  Ihihie.s,'’  for  instance,  which 
to  iny  mind  is  little  short  of  an  inspiration. 

In  the  harvester  business,  successful  pub- 
licity consists,  to  a considerable  extent,  in  the 
incnlcation  of  mechanical  ideas.  Harvesting 
machines  are  all  bnilt  on  the  same  general 
lines.  It  is  only  by  emphasizing  the  minor 
details  that  attention  can  be  permanently  llxed 
on  one  particnlar  machine.  The  Deering  I lar- 
vester  Company  makes  its  machines  with 
roller  bearings,  and  ball  bearings  in  their  gears 
and  shafts.  For  three  years  my  mission  has 
been  to  spread  the  news  to  eyery  farmer  that 
“ Roller  Bearings  Make  Light  Draft,”  or 
“These  little  rollers  save  one  horse,”  or 

“ Roll,  and  the  world  rolls  with  you, 

Scrape,  and  you  scrape  alone,”  etc. 

Deering  publicity  has  been  successful  pub- 
licity in  so  far  as  it  has  conyinced  the  farmer 
of  the  value  of  roller  and  ball  bearings  and 
other  distinctive  features  of  Deering  machines. 

It  has  been  accomplished  through  the  media 
of  catalogues,  the  monthly  Deering  Farm  Jour- 
nal, circulars,  signs,  and  through  the  agricul- 
tural and  religious  press. 

Our  own  publications  comprise  annually 
several  million  copies,  and  consume  hundreds 
of  thousands  of  pounds  of  paper.  They  cost 
money,  but  they  pav,  because  we  can  by  this 
means  talk  directly  to  the  veiy  fanners  who 
are  probable  purchasers  of  machines,  without 
wasting  our  ammunition  on  thousands  who  are 
not  interested. 

The  Deering  Harvester  Works  is  the  largest 
plant  of  the  kind  in  the  world.  In  less  than 
20  years  it  has  risen  from  a small  shop  in  an 
inland  town  to  a 51-acre  plant  in  Chicago, 
employing  4500  people,  and  manufacturing 
one  complete  harvesting  machine  and  30  miles 
of  binder  twine  every  minute.  And  this  vast 
enterprise  has  heen  built  up  on  the  cardinal 
principle  of  giving  a sensible  reason  for  every 
claim  of  superiority,  and  of  performing  in  the 
field  what  we  promise  in  our  printed  matter. 

With  us,  successful  publicity  has  consisted. 


as  much  as  anything,  in  a frank,  straight- 
forward talk  to  the  people,  just  as  our  succes.s- 
ful  salesmen  are  the  ones  who  sell  our  goods 
on  their  merits,  without  misrepresentations. 
Such  a salesman  increases  his  trade  each  year 
he  remains  in  any  given  locality.  He  gets 
the  farmer's  trade,  not  once  only,  but  continu- 
ally. It  is  the  same  with  advertising. 

The  kind  of  publicity  that  can  best  lay 
claim  to  being  successful  is  the  kind  that  wins 
life-long  customers,  and  no  publicity  can  be 
permanently  successful  that  is  not  backed  by 
honest  goods. 

\"an  Camp  Packing  Company 

Indianapolis,  Ind.,  “Boston  Baked  Beans,”  “To- 
mato Catchup.”  By  the  Manas'cr. 

There  are  two  kinds  of  publicity.  The 
one  we’  have  in  view  is  successful  publicity, 
and  with  this  object  w^e  have  spent  a great 
many  thousands  of  dollars  in  advertising  from 
which  we  have  not,  as  yet,  been  able  to  cal- 
culate the  exact  pecuniary  returns.  WT  have 
some  ideas  on  the  subject  of  advertising, 
which  we  are  endeavoring  to  follow  as  closely 
as  our  appropriation  and  the  available  mediums 
will  permit. 

The  first  thing  necessary  to  secure  success- 
ful publicity  is  something  of  merit  to  offer. 
We  think  nothing  better  illustrates  the  power 
of  advertising  than  the  facility  with  which 
nostrums  and  worthless  articles  attain  pub- 
licity ; and  the  fact  that  the  same  worthless 
articles  disappear  from  public  view  with  equal 
facility  proves  the  assertion  that  successful, 
or  in  other  words,  lasting  publicity  depends 
on  merit.  Unless  a specialty  can  be  launched 
with  ample  capital  behind  it,  the  manufacturer 
cannot  begin  expensive  advertising  with  the 
introduction  of  his  wares.  He  must,  there- 
fore, seek  a method  of  introduction  which  will 
pay  its  own  way.  The  house  to  house  can- 
vass was  good,  but  has  attained  its  meridian 
and  declined.  Store  demonstration  has  lost 
its  novelty  in  the  cities  and  therefore  lost  its 


94 


FOWLER’S  PUBLICITY 


value.  Some  manufacturers  rely  upon  sales- 
men to  load  the  trade.  We  have,  by  sad  ex- 
perience on  other  goods  besides  our  present 
specialties,  learned  that  the  only  result  of  this 
method  is  to  disgust  the  dealer  who  shortly 
denounces  the  unadvertised  goods  as  stickers, 
closes  out  his  stock  at  cut  prices,  — to  the 
everlasting  demoralization  of  the  trade  on  that 
particular  specialty,  — and  promptly  discour- 
affes  the  salesman  on  the  occasion  of  his  next 
visit. 

Granted  that  the  manufacturer  has  success- 
fully introduced  his  goods  and  obtained  the 
proper  amount  of  advertising  from  his  intro- 
ductory method,  the  next  problem  is  to  educate 
the  people  up  to  the  point  where  they  will  call 
for  the  goods  the  second  time,  and  continue  to 
call  for  them.  The  only  present  solution  of 
this  problem,  in  our  estimation,  is  plenty  of 
printer's  ink.  We  find  ourselves  confronted 
with  a vast  array  of  advertising  methods, 
some  cheap,  many  expensive.  The  expensive 
methods  have  the  stamp  of  approval  by  adver- 
tisers who  are  successful  in  their  business. 
It  is  safe,  at  this  stage,  to  follow  the  methods 
most  favored  by  leading  firms  already  in  the 
field.  Street  cars  are  fairly  good  and  are  sup- 
posed to  reach  a large  number  of  people. 
This  is  true,  but  they  reach  the  same  people 
every  day,  and  the  cards,  unless  repeatedly 
changed  at  short  intervals,  become  so  familiar 
to  the  patrons  of  the  street  cars  that  they  pass 
unnoticed.  You  have  only  to  observe  the 
familiar  faces  of  the  people  you  meet  every 
day  in  the  street  cars  to  recognize  the  truth  of 
our  assertion  that  outside  of  a very  few  peo- 
ple, your  advertisement  is  presented  to  the 
same  persons  over  and  over  again.  We  think 
a great  deal  of  our  magazine  advertising.  We 
are  in  all  the  best  and  standard  magazines 
and  shall  continue  there.  We  think  news- 
paper advertising  good  if  purchased  in  the 
proper  quantities  and  in  the  right  places. 
Small  aclvertisements  are  worthless  because 
they  are  buried  in  a mass  of  local  stuff  whicb 
completely  overshadows  anything  less  than 


six  inch  double-column  display  on  first  page, 
or  in  full  position.  Lack  of  space  prevents 
our  dwelling  on  many  other  equally  valuable 
adjuncts  to  successful  publicity. 

Novelties  are  good  but  must  be  cheap,  on 
account  of  their  evanescent  character.  A 
good  advertisement  in  a poor  medium  is  better 
than  a poor  advertisement  in  a good  medium. 
It  is  well  to  be  particular  in  the  selection  of 
matter.  The  public  is  now  looking  for  pic- 
tured advertisements,  but  we  feel  that  we  can- 
not be  too  particular  about  giving  too  much 
picture  and  too  little  advertisement.  Make 
your  pictures  part  of  the  story,  if  not  all 
of  it. 

We  have  been  asked  if  we  expected  to  stop 
advertising  and  go  on  doing  business.  We 
think  not.  We  think  it  will  be  necessarv  to 
continue  advertising,  and  look  for  our  busi- 
ness to  grow  up  to  the  point  where  it  can 
profitably  support  more  advertising  than  we 
are  now  doing. 

Ladd  & Coffin 

New  York,  N.  Y.,  “ Lun(lboi  j''s  Pei  fiimerv." 

\Y.  S.  Douglass,  Manager. 

“ IIow'  I made  advertising  pay  ” is  hardlv 
an  appropriate  headline  for  my  advertising 
experiences,  for  I firmlv  believe  that  the  high 
quality  and  attractiveness  of  Lundborg’s  Per- 
fumes, and  the  liberal  emplovment  of  effec- 
tive salesmen  have  made  my  efforts  in  the 
periodicals  a success. 

Buy  positions  in  the  mediums  that  go  to  the 
consumers  you  are  after,  paying  the  lowest 
possible  prices;  but  take  notbing  you  do  not 
want  because  it  is  cheap.  Fill  your  space 
with  bright,  new  matter,  that  is  different  from 
anything  ever  published,  getting  some  one 
else  to  write  it  if  you  have  no  new'  ideas ; 
then  make  every  department  of  the  business 
jnit  forth  its  best  efforts,  and  if  your  article  is 
sometbing  that  the  people  can  use,  ami  you 
do  all  the  above  things  better  than  the  other 
fellow,  it  will  sell. 


( ; Ric.vr  succicssKS 


95 


Morris,  Fcild,  Roi^lm's  Company 

Howiiianvillc,  Out.,  Maker  of  I’ianos.  H3  U.  B. 

■Viidrew,  SiiperiiiteiKlent. 

Mv  experieMice  would  indicate  that  to  ad- 
vertise pianos  snccessl'nlly,  tlie  matter  of  the 
advertisement  should  alwavs  be  dignified,  ear- 
nest, honest,  and  convincing.  It  should  al- 
wavs be  in  good,  every-day  Knglish,  as  brief 
as  the  argument  will  allow  without  injury  to 
the  storv.  Superlatives  should  be  sparingly 
used  and  four-syllabled  adjectives  avoided 
where  simple  words  will  convey  the  meaning 
as  forcibly.  Special  features  in  the  instru- 
ments should  be  strongly  dwelt  upon  in  an 
interest-creating,  comment-exciting  manner, 
stating  modestly  and  truthfully  all  that  can  be 
asserted  in  favor  of  the  particular  feature  dwelt 
on.  Trade  and  technical  terms  should  be 
avoided  except  when  addressing  the  dealers, 
and  it  is  important  to  remember  that  what  is 
said  is  of  no  greater  importance  than  how  it  is 
said. 

The  artistic  and  attractive  features  of  a 
piano  advertisement  are  very  important.  The 
setting  should  always  be  in  clean,  clear-cut 
type  sufficiently  large  to  be  easily  read,  and 
when  illustrations  or  fancy  borders  are  used 
they  should  be  as  artistic  in  design  and  as  fine 
in  e.xecution  as  the  nature  of  the  medium  will 
permit.  Better  have  no  border  and  no  illus- 
tration, than  inartistic  or  displeasing  ones. 
The  effect  must  be  pleasing  to  be  successful. 
There  should  be  an  identity  about  a piano 
firm’s  advertisements,  which,  apart  from  the 
name,  will  always  characterize  them.  This 
identity  may  be  emphasized  by  a trade- 
mark, a special  initial,  a fac-simile  signature 
or  other  design,  but  it  should  always  be 
chaste,  pleasing,  and  exclusively  the  firm’s 
own.  Always  use  plenty  of  space.  Suit 
the  attractive  features  to  the  medium,  as  out- 
line cuts  for  the  daily  papers,  and  half- 
tones and  fine  engravings  for  the  calendared 
paper  of  the  magazines,  catalogues,  and  cir- 
culars. 


d’he  mediums  of  publicity  shouhj  be  the  best 
of  their  kind  in  their  resiieclive  localities  of 
circulation,  d’he  best  dailies,  the  best  week- 
lies, high-class  magazines,  trade  papers,  — 
in  short,  seek  to  get  the  best  place  iii  the 
home  reading  matter  of  the  intelligent  and 
cultured  public.  The  mediums  need  not  be 
many,  but  to  be  prolitable  should  be  such 
as  home-lovers  read  and  the  advertisement 
should  appear  with  frequent  changes  in  every 
issue,  or  as  nearly  so  as  circumstances  will 
permit. 

Other  means  of  profitable  piano  publicity 
lie  in  the  direction  of  helps  and  reminders  for 
the  trade.  These  must  be  always  attractive, 
on  good  paper,  with  clear  cuts  and  superior 
press  work.  Trade  circulars  should  be  fre- 
quent and  interesting,  calling  attention  to  new 
designs,  recent  inventions  or  special  features  ; 
giving  ideas,  talking-points,  and  testimonials  ; 
suggesting  methods  of  local  advertising,  win- 
dow-displays, exhibitions,  and  recitals,  and 
should  always  be  couched  in  such  language 
as  the  most  sensitive  will  construe  as  helpful. 
Posters  are  of  doubtful  value  in  the  piano 
business.  Fine  lithographs  are  appreciated 
by  the  dealers  and  are  helpful  in  a moderate 
way  only.  Pictorial  advertising  cards  and 
novelties  are  almost  worthless.  All  may  be 
used  to  some  advantage  in  conjunction  with 
displays  of  pianos  at  state,  county,  or  other 
exhibitions,  but  the  percentage  of  known  bene- 
fits from  these  mediums  is  so  small  that  they 
are  a doubtful  investment  for  profit.  Booklets, 
neatly  printed,  pretty  and  bristling  with  good 
points  well  put,  or  with  lists  of  satisfied  pur- 
chasers, give  good  returus  if  judiciously  dis- 
tributed. A well-executed,  generous-sized 
calendar  makes  a good,  effective,  and  profit- 
able medium  for  piano  advertising.  Direct- 
ory and  hotel-register  advertisements  are  but 
charity  schemes,  and  are  practically  useless 
for  piano  advertising,  and  with  the  exception 
of  bringing  into  prominence  the  name  of  the 
piano  used  at  high-class  musical  entertain- 
ments, program  advertisements  are  valueless. 


96 


FOWJ.ER’S  PUBLICITY 


Piano  catalogues  are  essential  and  should 
have  all  the  good  qualities  recommended 
for  other  advertising  mediums,  toj^ether  with 
attractive,  appropriate  covers.  In  these, 
in  addition  to  the  illustrations  and  descrip- 
tions, an  introduction  shoidd  deal  briefly 
hut  pointedly  and  convincingly  with  the 
facts  regarding  the  solidity  of  the  firm,  its 
ability  to  make  reliable  goods,  its  facilities 
for  manufacture  and  shipping,  and  the  worth 
of  its  guarantee.  The  description  of  the 
piano  should  be  in  as  full  detail  as  the 
avoidance  of  technical  terms  will  permit.  If 
a firm  cannot  afford,  at  its  inception,  to  get 
out  such  a catalogue  as  is  described,  leaf- 
lets with  fine  cuts  on  good  paper,  and  with 
full  descriptions,  to  be  followed  later  by 
booklets,  make  a good  substitute  and,  in 
fact,  are  a good  adjunct  to  the  complete 
catalogue. 

Advertising  is  both  an  art  and  a science, 
more  especially  when  applied  to  pianos,  and 
there  can  be  no  cast-iron  rules  made  for  it  in 
this  age  of  progress,  invention,  and  discovery, 
but  a few  general  principles  may  always 
govern  it.  Dignity,  earnestness,  and  truth- 
fulness should  always  characterize  the  treat- 
ment of  the  subject ; identity,  frequent  change 
of  design  and  artistic  attractiveness  should 
always  characterize  the  display ; continuity 
should  always  characterize  the  times  of  its 
appearance ; refinement  and  popularity  with 
home-lovers  should  alwavs  characterize  the 
mediums  of  display  for  the  public. 

Where  all  of  these  points  cannot  be  main- 
tained and  the  outlay  is  necessarily  small,  let 
simple  elegance  in  matter,  paper,  and  pres.s- 
work  characterize  that  little,  and  success  will 
soon  enlarge  the  borders.  Where  the  manu- 
facturer or  dealer  cannot  himself,  or  by  the  aid 
of  his  men,  produce  good  copy,  get  others 
whose  business  it  is  to  produce  it,  but  always 
insist  on  the  high  quality  of  it. 

The  general  principles  outlined  must  be 
followed  bv  those  who  desire  to  attain  a suc- 
cessful and  profitable  piano  publicity. 


Williams  & Carleton  Company 

Hartford,  Conn.,  Wholesale  Druggists.  By  Samuel 
P.  Williams,  Assistant  Treasurer. 

With  us  there  is  but  one  answer  to  the 
question,  “ Does  advertising  pay?  ” — and  that 
answer  is  decidedly  in  the  affirmative.  The 
fact  is  generally  conceded  ; but  as  to  the  most 
profitable  method  to  be  followed  in  placing 
advertising  matter  there  is  much  difference  of 
opinion  : it  is  a problem  which  each  manu- 
facturer must  solve  for  himself.  It  requires 
a nice  discrimination  to  properly  place  adyer- 
tising  and  we  haye  always  recognized  the 
w'isdom  of  taking  counsel  with  those  whose 
experience  and  business  make  them  authori- 
ties on  the  adyertising  question.  There  is  no 
doubt  that  a fortune  awaits  eyery  one  of  us 
who  places  to  the  yery  best  adyantage  each 
announcement  to  the  public. 

We  must  have  a tremendous  yoice  with 
which  to  proclaim  to  the  world  the  excellence 
of  our  wares  ; nor  will  once  around  suffice,  the 
effect  beinir  all  lost  unless  the  first  effort  be 

o 

followed  up  with  many  more.  As  manufac- 
turers and  dispensers  of  a glorious  summer 
beyerage,  Williams’  Root  Beer,  we  haye,  so 
far,  relied  upon  the  lungs  of  the  great  daily 
press  to  do  our  “ hollering  ” for  us  and  haye 
nothing  but  commendation  for  the  character 
of  the  service  rendered. 

Of  course  we  have  tried  other  methods  and 
still  continue  to  employ  them  in  a small  way, 
but  we  are  confident  that  desultory  advertising 
is  fruitless,  and  our  final  resort  has  been  to  the 
columns  of  the  press,  whatever  other  substi- 
tute may  have  been  invoked  at  times.  It 
requires  study  and  good  judgment  to  decide 
on  a taki  ng  fo  rm  of  advertisement,  but  that  is 
most  important,  whatever  vehicle  we  use  to 
disseminate  it. 

We  have  always  felt  the  necessity  of  being 
honest  and  reliable  in  what  we  say,  making 
no  assertions  which  we  cannot  fullil.  And 
we  are  also  aware  that  it  is  vasllv  better  to 
ha\  e the  retail  dc'alers  lor  us  than  against  us, — 


G RIi: A^r  S UCCESS  ICS 


97 


\villin<^  to  put  out  our  goods  if  we  succeed  in 
making  a call.  'The  good-will  of  this  large 
element  can  hardly  be  overestimated.  To 
this  end  we  have  endeavored  always  to  deserve 
their  friendship  and  favor  by  being  impartial 
and  emploving  honorable  dealings  only.  We 
consider  it  cheaply  bought  assistance,  which 
in  the  long  run  pays  handsome  returns.  And 
what  \ye  have  here  put  last  is  in  reality  always 
the  first  and  prime  requisite  — a quality  of 
goods  which  is  as  good  as  the  best,  the  “ once 
tried  always  used”  variety,  which  makes 
friends  w'herever  it  goes  and  thus  in  some 
degree  works  out  its  own  salvation. 

Macniven  & Cameron 

Waverley  Works,  Edinburgh,  Scotland,  Wholesale 
Stationers  and  Steel  Pen  Makers.  By  the 
Manager. 

The  following  observations  are  not  intended 
as  a formal  exposition  of  the  art  of  advertis- 
ing, but  are  merely  a few  stray  thoughts  on 
the  subject,  supplementary  to  what  your  other 
correspondents  may  have  to  say. 

The  enormous  development  of  advertising 
during  recent  years  has  been  an  astonishment 
even  to  those  most  conversant  with  its  growth  ; 
and  the  enormous  sums  now  spent  annually 
by  many  well  known  firms  would  be  an  amaze- 
ment to  the  uninitiated.  Houses  that  40  or  50 
years  ago  spent  from  £500  sterling  to  £1000 
sterling  in  that  way  annually,  must  now  launch 
perhaps  ten  times  their  former  outlay,  if  they 
would  maintain  their  footing  in  the  world’s 
markets.  Nor  have  they  cause  to  regret  the 
altered  conditions,  which,  if  judiciously  re- 
sponded to,  yield  the  advertiser  a correspond- 
ing benetit. 

Successful  advertising  must  be  regarded 
from  two  standpoints  : first,  that  of  the  article 
itself,  whose  sale  it  is  desired  to  create,  or  to 
increase ; second,  the  various  modes  of  an- 
nouncing its  existence  in  the  market,  and  of 
persuading  the  public  that  to  purchase  it  is  a 
benefit  to  themselves. 


As  to  the  article  itself,  except  with  such 
things  as  patent  medicines,  etc.,  the  commer- 
cial value  of  which  is  practically  unascertain- 
able  by  tbe  general  public,  folks  will  not  make 
more  than  an  e.xperimental  purchase  unless 
they  believe  they  are  getting  fair  value  for 
their  money.  To  put  twopence  worth  of  pins 
into  a showy  wrapper  and  puff  them  at  a 
shilling,  or  as  the  writer  has  seen,  to  adver- 
tise a two-penny  copying  pencil  as  a most 
convenient  marking  ink  pencil  for  linen,  at  a 
shilling,  may  deceive  for  a few  weeks,  but 
ends  only  in  disappointment,  indignation,  and 
contempt. 

It  is  also  self-evident  that  it  would  be  merely 
throwing  away  money  to  advertise  extensively 
and  expensively  any  article  the  use  of  which 
is  limited  to  a small  section  of  the  community. 
In  both  these  respects  the  proprietors  of  the 
Waverley  Series  of  Pens  claim  a right  to  suc- 
cess ; the  article  was  needed,  is  fair  value  for 
its  price,  and  is  in  universal  demand  all  over 
the  civilized  world.  The  world-wide  popular- 
ity of  these  modern  implements  of  civilization 
proves  that  the  well-known  couplet  contains 
no  idle  boast : 

“ They  come  as  a boon  and  a blessing  to  men. 

The  Pickwick,  the  Owl,  and  the  Waverley  Pen.” 

There  were  of  course  further  and  accessory 
circumstances.  The  special  structure  of  the 
pens,  with  their  fine  finish  and  elasticity,  and 
their  turned-up  tips,  made  them  a magnificent 
change  from  the  too  frequent  rigidity  and 
roughness  of  the  old  steel  pens,  which  often 
procured  for  them  from  votaries  of  the  old 
goose  quill,  the  scornful  epithet,  “iron  pens.” 
But  not  only  because  of  the  unprecedented 
smoothness  with  which  they  traveled  across 
the  paper,  and  the  unequaled  speed  and  ease 
with  which  they  did  their  work,  did  they 
“catch  on”  to  public  favor:  tbe  mode  in 
which  they  were  offered  to  the  public,  namely, 
in  handy  little  boxes,  was  at  once  appreciated 
as  a vast  improvement  on  the  old  style  of  a 
huge  boxful  at  a time. 

But  undoubtedly  it  was  by  the  extensive 


98 


FOWLER’S  PUBLICITY 


publicity  given  to  the  pens  through  the  vari- 
ous inodes  of  advertising  that  their  merits  and 
attractiveness  laid  hold  of  the  public.  Our 
experience  has  taught  us  that  for  the  suc- 
cessful introduction  of  a really  useful  arti- 
cle, whatever  may  be  done  in  subsequent 
years,  the  first  announcements  should  be  of 
the  most  lavish  description,  and  should  be 
sustained  until  a broad  and  steady  flow  of 
sales  has  been  achieved.  All  the  modes  of 
publicity  should  be  resorted  to,  — newspapers 
and  magazines,  large  posters  and  smaller 
show-cards,  and  the  more  modern  metal 
enamelled  plates. 

The  display  should  be  made  ubiquitous  and 
continuous  in  every  city  and  town  of  conse- 
quence, at  every  railway  station  and  street 
corner,  in  the  daily  newspapers  and  the 
weekly  iournals. 

When  the  article  has  been  fairly  taken  up 
by  the  public,  the  amount  of  advertising  may 
then  be  reduced  considerably,  but  should 
never  be  less  than  suffices  to  keep  interest  and 
sales  going.  Any  abatement  in  the  public  de- 
mand must  be  taken  as  the  siffnal  for  “ a 

O 

renewal  of  friendly  hostilities.”  Care  should 
of  course  be  taken  that  simultaneously  with 
the  advertising  a sufficient,  not  necessaril}^  a 
large  stock,  of  the  goods  is  placed  among  the 
trade  in  those  quarters  which  will  be  affected 
by  the  advertising. 

We  have  not  much  faith  in  a bill  in  the 
magazines  unless  it  holds  the  first  place.  Nor 
do  we  regard  advertisements  in  directories 
and  similar  annuals  in  much  higher  ]i<fht  than 

O O 

as  respectable  interments.  Plenty  of  show- 
card display,  a good  position  in  the  maga- 
zines, and  a smart,  short  paragraph  adver- 
tisement in  the  newspapers  seem  to  work  best 
for  us. 

In  the  composition  of  our  advertising  bills 
and  magazine  advertisements  which  have  done 
good  service  for  our  Waverley  Series  of  Pens, 
we  have  got  accustomed  to  compare  the  vari- 
ous elements  to  the  three  departments  of 
army  service.  The  big  guns  of  tlie  artillery 


are  paralleled  by  pictorial  illustrations ; the 
cavalry  by  the  bolder  type  statements ; and 
the  infantry  by  the  small  type  comment.  Our 
advertisements  can  scarcely  be  made  too  bold 
and  clear;  they  must  lay  hold  of  the  reader 
even  while  he  runs  ; though  to  those  leisurely 
souls  with  whom  time  is  not  a scarcity,  the 
small  type  details  are  usually  acceptable,  and 
convincing. 

The  literary  character  of  an  advertisement 
will  depend  on  the  nature  of  the  article  adver- 
tised, but  still  more  on  the  character  of  the 
class  addressed.  Happily  the  Waverley  Series 
of  Pens  and  the  people  who  use  them  are  such 
that  we  are  completely  spared  the  necessity  of 
resorting  to  even  the  shadow  of  “bunkum” 
or  “blarney.”  A short,  straight  business-like 
statement  is  better  appreciated  than  any  elabo- 
rated recommendations. 

The  cheapest  class  of  advertisements  is  by 
no  means  the  best  bargain.  A newspaper 
that  really  possesses  a large  circulation  and 
powerful  influence,  very  properly  also  com- 
mands a good  price  for  its  services  to  adver- 
tisers. 

“According  to  your  faith  be  it  unto  you” 
holds  good  in  this  business  of  advertising  : 
here  also  “the  liberal  soul  shall  be  made 
fat,”  if  his  generous  use  of  newspaper,  maga- 
zine, and  billboard  publicity  is  judicious. 

California  Furniture  Manufactur- 
ing Company 

San  Francisco,  Cal.,  Carpets,  Fiiniiture,  Drapery, 
Upholstering.  HyJ.  Frank  Mullen,  Mana;;er. 

You  ask  “what  constitutes  successful  pub- 
licity.” 1 don’t  like  that  word  “publicity':” 
it  is  too  “ stuck  iqi  ” for  me.  “ Advertising  ” 
is  a better  word. 

1 will  tell  you  what  constitutes  successful 
advertising,  so  far  as  1 know.  Retail  adver- 
tising is  the  only  kind  I know  much  about. 
All  my  time  is  given  up  to  a single  store.  1 
know  a good  deal  about  the  kind  of  advertis- 


GREAT  SUCCESSES 


99 


in^  that  has  gaiiK'd  for  tliat  store  a large  trade. 
I will  describe  it. 

Eirst,  Honesty.  The  lirst  thing  I was 
taught  was  to  be  honest  — to  tell  the  truth. 
It  was  instilled  into  me  so  deeply  that  T have 
never  gotten  over  it.  Honest}'  applied  to  adver- 
tising means,  in  the  main,  telling  the  truth. 
You  deal  with  people  through  your  pen,  and 
can't  be  dishonest  except  by  lying  : don't  lie. 
Don’t  “ stretch  ” the  truth,  • — not  even  a little 
bit.  It  pays  sometimes  to  say  things  that  do 
not  do  your  goods  credit,  just  to  get  people 
to  believe  you.  Give  your  readers  some- 
thing easy  to  believe ; get  them  in  the  habit 
of  believing  you  ; pretty  soon  they  will  believe 
anything  you  tell  them.  Don’t  deceive  them. 
The  truth  is  sometimes  hard  to  believe. 

Second,  Interest.  Don’t  think,  because  you 
have  enough  interest  in  your  store  to  wade 
through  a column  or  so  of  dry  facts  about 
what  you  have  to  sell,  that  other  people  will 
do  the  same.  They  won’t.  Short  advertise- 
ments are  better  than  long  ones ; but  if  your 
subject  demands  a lengthy  talk,  make  it  read- 
able. Talk  in  your  advertisements  the  same 
as  you  would  talk  to  a customer  in  your  store. 
It’s  hard  work  to  get  up  even  a lukewarm 
interest  in  a list  of  things  you  have  to  sell, 
“ seasoned  ” with  a comma  between  each 
item,  and  a conjunction  between  the  last  two. 

Third,  Manners  — two  kinds,  (a)  Adver- 
tising manners  : you  have  no  way  of  knowing 
the  kind  of  people  you  are  talking  with,  and 
had  better  be  courteous.  Good  advertising 
manners  tell  people  how  welcome  they  are  at 
your  store,  looking  or  buying.  (Be  sure  you 
mean  it  though.)  (b)  Store  manners.  Ad- 
vertising manners  don’t  mean  much  unless 
backed  up  by  store  manners.  Be  courteous 
to  everyone,  whether  he  is  well-dressed  or 
not.  If  callers  say,  “ I just  came  in  to  look 
around,”  bid  them  welcome  by  both  words 
and  looks.  Don’t  snub  them  by  frowning  or 
refusing  a word  of  welcome.  Some  people 
would  rather  be  slapped  in  the  face  than 
snubbed.  I mention  store  manners  because 


they  have  such  a direct  bearing  on  advertis- 
ing. The  effect  of  the  best  advertisement  in 
the  world  can  be  undone  in  two  seconds  by  a 
discourteous  clerk. 

Fourth,  Persistence.  “ Keep  everlastingly 
at  it.”  I can’t  say  more  on  this  point  than 
these  few  words.  It  pays  ; it  is  the  only  kind 
that  ever  did,  or  does,  or  ever  will  pay. 
“ Keep  everlastingly  at  it.” 

Fifth,  Little  Things  — some  not  so  little  after 
all  : 

Windows  : make  them  speak  for  the  store. 

Clean  Store  : clean  store,  clean  goods  ; dirty 
store,  dirty  goods. 

Neat  Clerks : they  count  more  than  you 
think  for. 

Frankness : if  what  you  have  to  sell  is 
good,  say  so  ; if  not  the  best,  say  so  ; if  really 
below^  par,  say  so. 

Generosity  : do  your  customers  a good  turn 
now  and  then,  even  though  it  cost  you  a 
little. 

Good  Goods  : you  can’t  build  up  or  keep 
up  a business  on  any  other  kind. 

Not  any  one  of  these  things  I have  men- 
tioned will  make  advertising  successful. 
Money  spent  in  newspaper  advertising  is 
wasted  unless  people  find  your  store  all  that 
the  advertisement  would  make  them  believe  it 
is. 

Now,  I have  told  you  what  has  made  our 
advertising  a success.  That  is  all  I know 
about  “ publicity.” 

Charles  H.  Dodd  & Company 

Portland,  Ore.,  Importers  of  Agricultural  Imple- 
nients,  Hardware,  Iron,  and  Steel.  By  the 
Manager. 

I HAVE  been  in  business  over  forty  years 
and  I find  the  cjuestion  of  publicity  in  business 
of  vital  interest.  I do  not  care  what  you  may 
have  to  sell,  what  you  desire  to  buy,  what 
you  desire  to  consume  or  produce,  the  first 
thing  to  be  considered,  from  a business  point 
of  view,  is  publicity.  Perhaps  I may  be  too 


lOO 


FOWLER’S  PUBLICITY 


optimistic,  but  I take  it  that  tlie  community  as 
a whole  desires  3’our  success,  especial!}'  if 
success  can  be  brought  about  by  fair  and 
honorable  dealing,  and  by  conducting  3'our 
affairs  with  such  a reasonable  miiiiilinff  of 

O O 

publiciU  and  privacy  as  you  and  the  people 
can  see  is  right  and  correct.  So  far  as  the 
public  good  is  concerned,  the  greatest  pub- 
licity is  desirable  ; and  so  far  as  the  individual 
interest  of  the  patrons  is  concerned,  the  great- 
est privacy  is  important. 

There  are  a great  man}^  wavs  b\^  which  to 
attain  this  publicity.  If  a man  of  large  mind, 
clear  ideas  and  that  peculiar  faculty  for  reach- 
ing out  which  many  men  have,  is  at  the  head 
of  a business,  he  brings  with  him  a large 
publicity,  as  he  cannot  move  in  aii}^  wa}' with- 
out drawing  attention  to  himself,  and  if  to 
himself,  then  to  his  means  of  making  daily 
bread.  If  he  has  large  ideas,  that  fact  alone 
makes  him  a helper  in  building  up  the  State 
and  the  community  in  which  he  lives.  lie 
cannot  narrow  himself  down  to  one  thing. 
While  he  may  be  very  earnest  and  energetic 
in  the  one  principal  line  in  which  he  makes 
his  dail}'  bread,  his  influence  will  pervade  the 
community  and  become  not  onp'  an  individual 
but  a public  force.  He  will  carry  the  same 
atmosphere  into  his  business,  and  according  to 
the  grade  and  character  of  it,  will  he  patron- 
ize the  newspapers  and  in  eveiy  wa}'  use 
printer’s  ink. 

In  mv  experience  in  advertising  ( I am  a 
dealer  in  hardware  and  agricultural  imple- 
ments) I have  found  the  county  papers  as 
valuable  as  any  mode  of  advertising  I have 
used,  so  far  as  newspapers  pure  and  simple 
are  concerned.  My  experience  has  been  that 
the  great  newspapers  are  not  successful  in  m\' 
line  of  trade.  The  large  newspapers,  those 
which  are  the  dealers  in  political  thoughts  and 
the  directors  of  political  action,  have  their 
different  and  separate  uses,  but  as  I under- 
stand it,  each  man  is  to  speak  for  his  own  busi- 
ness in  your  book  on  publicity  ; hence  I talk 
for  mine. 


I must  get  close  to  the  farmer  and  the 
agriculturist,  the  sheep-raiser  and  the  cattle- 
grower,  and  to  do  this  I must  strike  at  the 
little  county  seats  where  the  little  county  papers 
are  published  and  use  them,  their  friendship, 
and  their  influence  in  every  way  practicable. 
The  county  weeklies  are,  in  mv  opinion,  b}" 
far  the  best  for  m3'  line  of  trade. 

The  number  of  county  dailies  and  weeklies 
I can  use  depends  entirety  on  the  condition  of 
national  prosperity.  It  is  useless  to  talk  of 
individual  prosperity  if  the  nation  is  not  pros- 
perous ; it  is  useless  for  the  farmer  to  talk  of 
being  prosperous  unless  he  can  get  a rea- 
sonable compensation  for  the  produce  of  his 
farm,  and  the  price  of  the  produce  of  that 
farm  depends  upon  national  prosperity  ; conse- 
quentl}'  the  implement  dealer  and  the  hard- 
ware man  must  depend  upon  national  prosperity 
for  a demand  for  his  wares,  for  the  bu3^er  of 
these  wares  is  the  farmer.  In  the  matter  of 
“construction  hardware”  the  same  rule  ap- 
plies. If  there  is  no  construction  in  the  cities 
and  towns  there  can  be  no  construction  ma- 
terial sold,  and  all  the  advertising  in  the  world 
cannot  create  a demand  if  there  is  no  demand 
in  the  countrv  in  which  the  business  man  tries 
to  create  it. 

Does  an  advertisement  of  given  size  in  every 
issue  pay  better  than  an  advertisement  twice 
as  large  in  eveiy  other  issue  ? I think  there 
are  times  in  the  3’ear  when  advertising  does 
not  pa}"  at  all,  but  at  the  time  advertising  will 
pay  I believe  it  is  wise  to  advertise  liberal!}' 
and  to  change  the  advertisement  as  often  as 
practicable.  A standing  advertisement  is  of 
little  value. 

In  the  matter  of  getting  3’our  mone}^  back, 
— mistakes  in  advertising  are  made  more  fre- 
quentl}'  than  an}'  other  mistakes.  A great 
deal  of  advertisin<r  is  done  and  the  money 
never  comes  back ; and  very  often  a very 
little  advertisement  will  bring  a great  deal 
of  money  ; hence  the  matter  of  advertising,  or 
publicity,  is  a matter  of  good  judgment.  Ad- 
vertising without  judgment,  in  a haphazard 


GREAT  SUCCESSES 


lOI 


fashion,  is,  in  niv  opinion,  an  unwise  thing. 
Some  do  it,  believing  that  they  will  hit  some- 
where, and  I think  we  have  all  seen  a good 
deal  of  this  ; but  I believe  that  after  all  pub- 
licity is  matter  of  good  judgment,  and  if  a 
wide  publicity  can  be  had  at  a reasonable  cost, 
it  is  the  proper  thing  to  get. 

We  have  advertised  a great  deal ; some  of 
our  advertising  has  been  successful — much 
of  it  has  not,  and  veiy  often  the  more  expen- 
sive it  has  been,  the  less  it  has  returned  to 
us. 

I lind  that  letter  writing  is  one  of  the  best 
means  of  advertising.  The  modern  typewriter 
makes  this  class  of  advertising  possible,  as  the 
nearer  you  can  get  to  the  man  whom  you  de- 
sire to  do  business  with,  the  better,  — and 
there  is  nothing  closer  than  a personal  letter. 

W.  Atlee  Burpee  & Company 

Philadelphia,  Penn.,  “ Burpee’s  Seeds.”  By  W. 

Atlee  Burpee. 

You  ask  “ How  I made  advertising  pay”  in 
the  seed  business,  just  as  you  ask  the  same 
question  of  men  successful  in  other  lines. 
Your  question  being  so  personal,  I have  con- 
cluded that  my  answer  should  be  in  the  nature 
of  a business  autobiography. 

Our  business  was  established  in  1876,  but 
for  some  years  previous  the  writer  had  been 
interested  in  the  breeding  and  sale  of  thorough- 
bred stock  and  seed  corn.  Although  not  un- 
known to  the  farming  public,  as  I had  been  a 
regular  correspondent  of  several  papers,  it 
may  be  interesting  to  note  that  the  first  year’s 
business  showed  a net  loss  of  $3,500,  without 
allowance  either  for  interest  or  personal  salary. 
The  second  year’s  business  barely  paid  ex- 
penses, while  the  third  year  showed  a profit 
of  $2,700.  Since  then,  with  the  exception  of 
several  years  of  great  agricultural  depression, 
our  trade  has  increased  steadily,  until  now  it 
is  the  largest  of  its  kind  in  the  world. 

Confidence  is  of  slow  growth,  but  the  con- 
fidence of  planters  is  essential  in  selling  seeds. 


(Jf  other  merchandise  the  ]nirchaser  can  judge 
somewhat  by  the  sample  but  no  one  can  see 
any  difference  in  the  seed,  for  instance,  of 
cauliflower  worth  $25  per  pound,  of  cabbage 
worth  $2.50,  or  of  turnip  worth  25  cents.  The 
vitality  of  the  seed  can  be  easily  tested,  but 
the  planter  cannot  know  until  the  crop  is 
grown  whether  the  variety  is  true  to  name 
and  of  first-class  strain.  That  Burpee’s  seeds 
might  become  widely  known  we  originated  the 
plan,  which  has  been  copied  so  largely,  of 
advertising  ten  packets  of  choice  vegetables 
or  flowers  for  the  nominal  sum  of  25  cents. 
We  sold  thousands  of  these  collections  and 
many  of  the  purchasers  were  thus  induced  to 
order  other  seeds  at  regular  prices  the  follow- 
ing year. 

In  1881  we  introduced  the  Cuban  G^iieen — - 
a watermelon  superior  to  others  then  in  culti- 
vation. We  advertised  this  quite  largely  and 
the  second  3’-ear  (1882)  included  a packet  in 
our  cheap  collection  of  seeds  for  trial,  of  which 
we  sold  more  than  60,000.  This  novelty,  with 
Burpee’s  Surehead  cabbage  and  the  Bay  View 
muskmelon,  both  introduced  in  1877,  made  a 
trio  of  vegetables  that  were  unequalled  and 
which  helped  greatly  the  growth  of  our  busi- 
ness. 

B3'  traveling  each  summer  among  seed 
growers  in  America  or  Europe,  we  learned  to 
know  the  best  sources  of  suppl}"  and  also  new 
varieties  as  they  were  developed.  We  have 
been  careful  to  introduce  only  such  novelties 
as  show  some  real  improvement  over  standard 
varieties.  Our  field  trials  (exclusive  of  vital- 
ity tests)  at  Fordhook  Farm,  have  numbered 
more  than  six  thousand  samples  in  a season. 

Other  seedsmen  have  criticised  us  for  the 
expense  of  making  such  thorough  comparative 
trials  each  3’ear.  We  admit  that  all  profit 
from  seed  crops  grown  on  the  farm  is  more 
than  consumed  in  conducting  the  trial  f^rounds. 

O & 

Fordhook  pa\'s,  however,  in  the  knowledge  it 
gives  us,  and  indirectly  also  in  the  advertising 
we  receive  as  owners  of  “ The  Model  Seed 
Farm  of  America.”  Editors  of  agricultural 


102 


FOWLER’S  PUBLICITY 


papers,  as  well  as  directors  of  State  Experi- 
ment Stations,  write  frequently  for  information 
and  in  this  way  we  get  considerable  “ free  ad- 
vertising.” We  are  thus  enabled  also  to  state 
that  we  warrant  our  seeds  to  be  first-class  and 
true-to-name  — “ because  other  seeds  just  like 
them  have  been  grown  at  Fordhook.” 

In  1890  we  secured  advertising  of  unusual 
value  by  the  introduction  of  Burpee’s  bush 
lima  — the  only  bush  form  of  true  large  lima 
bean.  This  we  sold  at  a price  unheard-of  be- 
fore, 75  cents  for  a packet  of  four  beans.  Even 
at  this  price,  which  was  meant  to  be  largely 
prohibitive,  we  received  many  orders  and 
doubtless  the  public  thought  that  we  had  made 
a large  amount  of  money.  The  expenses  of 
introduction,  however,  absorbed  all  profit  un- 
til the  variety  had  become  generally  known. 
Meanwhile  other  growers  had  obtained  the 
seed  but  the  fact  that  they  are  offered  promi- 
nently in  every  catalogue  as  Burpee’s  bush 
lima  gives  us  advertising  that  is  worth  more 
than  large  direct  profits. 

It  is  a remarkable  coincidence  that  now  in 
1896  we  should  introduce  also  the  first  dwarf 
sweet  pea,  Cupid,  which  grows  only  five 
inches  high.  Last  summer  we  exhibited  pot 
plants  before  the  Royal  Horticultural  Society 
of  London  and  the  Societe  Nationale  d’llorti- 
culture  of  Paris,  where  we  received  the  highest 
awards  of  merit.  Now  in  the  first  year  of  its 
introduction  Cupid  is  catalogued  by  nearly  all 
seedsmen  in  America,  Europe,  Australia,  and 
even  in  India  and  Africa.  The  sales  of  Cupid 
at  wholesale  have  been  enormous  and  show  a 
considerable  profit  this  3'ear.  Such  a result, 
however,  is  possible  onl}^  because  during  the 
past  twenty  years  we  have  gained  the  confi- 
dence, not  only  of  American  planters,  but  also 
of  seedsmen  tbrougbout  the  world. 

While  we  continue  our  original  plan  of  sell- 
ing an  “ introduction”  collection  of  seeds  at  a 
nominal  price  yet  much  of  our  advertising  now 
is  an  announcement  of  The  Farm  Annual.  In 
each  advertisement  we  state  that  the  price  is 
ten  cents  (less  than  cost),  but  that  it  will  be 


mailed  free  to  intending  purchasers.  We  are 
the  only  seedsmen  who  take  this  position,  the 
others  who  issue  expensive  catalogues  upon 
which  a price  is  named  making  no  free  offer. 
We  believe  that  the  masses  of  the  American 
people  are  honest  and  that  when  they  ask  for 
our  catalogue  free  the^^  intend  to  purchase 
seeds,  provided  varieties  and  prices  are  satis- 
factoiy.  It  is  worthy  of  note  that  we  receive 
many  letters  enclosing  ten  cents  from  parties 
who  state  frankly  that  they  want  The  Farm 
Annual  only  for  information,  as  they  have  no 
garden  at  present. 

We  do  not  expect  a direct  profit  from  news- 
paper advertising.  Our  records  over  a period 
of  years  show  that  each  answer  costs  from  25 
to  27  cents.  Practicall}"  we  give  away  the 
seeds  we  advertise,  but  are  willing  to  do  so  in 
order  to  secure  thorough  trials.  An  important 
factor  is  the  moral  influence  w'hich  advertising 
exerts  upon  our  several  hundred  thousand  reg- 
ular customers.  If  our  advertisements  did  not 
appear  in  the  leading  papers  and  magazines 
some  of  our  customers  would  not  be  reminded 
of  the  fact  that  they  had  received  The  Farm 
Annual,  which  ma}"  have  been  laid  aside  and 
forgotten.  Advertising  is  as  necessaiy  an 
annual  e.xpenditure  as  the  payment  of  taxes  or 
rent.  Some  small  seedsmen  argue  that,  be- 
cause they  conduct  their  business  in  the  coun- 
try and  advertise  but  little,  they  can  sell  good 
seeds  for  less  money.  Such  a claim  is  as 
senseless  as  it  would  be  for  a small  shop- 
keeper, with  little  capital,  to  sa^"  that  because 
be  does  not  have  the  expense  of  a great  city 
store  he  can  sell  goods  cheaper. 

Much  money  is  wasted  ly'  injudicious  ad- 
vertising. Mediums  vaiy  great!}’  in  value. 
Some  ]')apers  which  paid  ten  years  ago  are 
now  quite  unproductive  of  prolitable  results. 
We  never  purchase  lists  of  names  to  which 
to  send  our  catalogues.  I'rom  our  own  mail- 
ing lists  we  drop  the  names  of  customers  who 
have  not  boimht  within  two  vears,  on  the  theorv 
that  if  they  are  in  want  of  seeds  again,  they  will 
see  our  advertisement,  and  write  for  catalogue. 


GREAT  SUCCESSES 


103 


Some  seedsmen  keep  names  on  tlieir  mailing 
lists  lor  lour  or  live  years,  thus  wasting  cata- 
logues, amounting  to  considerable  money, 
which  could  be  invested  more  ju-ofitably  in 
newspaper  advertising. 

We  dislike  sensational  advertising  but  ap- 
preciate an  expressive  headline.  Our  motto 
is  “ Burpee’s  Seeds  Grow  and  Are  the  Best  that 
Grow.”  This  is  free  from  the  vulgarity  of 

such  a claim  as  “ ’s  Seeds  are  the  Best,” 

— stating  simply  that  our  seeds  are  the  best 
that  it  is  possible  to  produce. 

Now  that  some  papers  and  magazines  de- 
cline to  insert  advertisements  of  a fraudulent 
or  grossly  exaggerated  character  the  confi- 
dence of  readers  in  such  mediums  is  increas- 
ing. Intelligent  buyers  realize  that  a good 
thing  is  worth  advertising,  and  thus  making 
more  sales  instead  of  increasing  advertising 
actually  reduces  the  cost  of  the  goods.  It  is 
appropriate  to  quote  the  well-considered  ad- 
vice of  that  shrewd  Philadelphian,  Ben  Frank- 
lin, “ iNIy  son,  deal  with  men  who  advertise.” 

It  is  some  years  since  we  first  wrote  “It  is 
an  admitted  fact  that  we  supply  seeds  direct 
to  many  more  planters  than  do  any  other 
seedsmen,”  and  yet  recently  several  houses 
have  made  similar  claims,  without  foundation 
in  fact.  However,  we  seldom  notice  any  state- 
ments made  by  competitors  which  may  be 
false,  whether  intentionally  or  not. 

No  one  house  should  attempt  to  cater  to  all 
classes  of  trade.  There  are,  of  course,  igno- 
rant buyers  who  want  either  “ Something  for 
nothing,”  or  who  are  so  gullible  as  to  be  mis- 
led by  extravagant  descriptions  and  prepos- 
terous claims.  Again,  it  would  seem  as  if 
there  were  some  people  who,  as  Barnum  said, 
“ love  to  be  humbugged.” 

After  having  written  the  above  I find  that 
the  central  thought  is  expressed  admirably 
by  the  Farm  News:  “It  costs  an  immense 
amount  of  money  to  advertise  extensively ; no 
business  concern  could  or  would  long  keep  it 
up  unless  it  pays,  and  no  advertisement  can 
pay  the  adv'ertiser  unless  it  also  pays  the 


reader.  Value  for  value  is  the  rule  that  must 
finally  obtain  in  all  transactions ; you  ma}’ 
fool  the  people  now  and  then,  but  it  is  the 
man  who  gives  full  value  for  what  he  receives 
who  wins  permanent  prosperity.” 

Joseph  Dixon  Crucible  Company 

Jersey  City,  N.  J.,  Lead  Pencils,  Stove  Polish, 
Graphite,  Black  Lead.  By  George  E.  Long, 
Secretary. 

You  ask  us  “ how  we  made  advertising 
pay.”  If  you  had  asked  us  to  reply  to  the 
cj^uestion,  “ How  I got  a good  mess  of  fish,” 
we  would  say  that  we  chose  a day  that  seemed 
favorable  for  fishing  ; went  out  to  what  was 
supposed  to  be  pretty  good  fishing  ground  ; 
sometimes  sat  in  one  end  of  the  boat,  and 
sometimes  shifted  around  to  the  other  end ; 
spit  on  our  bait  occasionally ; and  angled  for 
all  we  were  worth,  dropping  our  bait  pretty 
close  to  the  bottom,  or  with  a good  clearance 
from  the  bottom,  according  to  the  ground  and 
the  fish  to  catch.  We  also  kept  our  eye  on 
the  old  and  well-known  experts  in  fishing, 
and  tried  their  kind  of  bait,  and  methods,  and 
paid  mighty  little  attention  to  the  3'oungsters 
who  were  known  to  bring  home  big  3'arns  and 
few  fish. 

It  is  very  much  after  this  manner  that  we 
have  made  our  advertising  pa}q  onl}',  it  may 
not  be  just  right  to  classify  advertising  under 
the  head  of  fishing.  It  may  hurt  some  peo- 
ple’s feelings.  Nevertheless,  we  think  it  will 
be  admitted  that  the  attention  of  the  public 
is  certainly  something  to  bfe  caught,  and  we 
must  equip  ourselves  according!}'. 

After  our  fish  have  been  caught  they  may 
be  lost,  stolen,  or  spoiled  in  the  cooking,  and 
we  are  then  sans  fish  and  sans  dinner. 

So,  after  the  attention  of  the  public  has 
been  caught  by  an  attractive  advertisement, 
there  must  be  something  to  induce  the  public 
to  come  to  you,  or  to  educate  the  public  up  to 
tbe  belief  that  you,  and  you  onl}',  have  what 
it  needs.  If  the  business  is  of  tbe  nature  of  that 


FOWLER’S  PUBLICITY 


104 

of  the  Dixon  Company,  the  advertisement  must 
be  not  only  attractive,  but  wmrded  with  sense, 
reason,  and  solid  truth.  That  is  the  method 
we  have  tried  to  pursue,  and  while  we  may 
have  made  many  errors  and  mistakes  in  times, 
places,  mediums,  and  styles  of  advertisements, 
we  have,  on  all  occasions,  stuck  to  the  truth, 
and  have  stood  ready  to  prove  it  with  facts 
and  testimonials. 

The  results  have  been  dividends,  and  a sur- 
plus, and  a largely  increased  plant  and  busi- 
ness. 

Milburii  Wagon  Company 

Toledo,  Ohio.  By  F.  D.  Suydatu,  President. 

You  invite  us  to  give  our  opinion  as  to  what 
constitutes  successful  publicity.  I do  not 
think  we  are  the  proper  pei'sons  to  answer  this 
question,  as  it  is  one  that  has  puzzled  us  a 
good  many  years.  There  is  no  doubt  that 
everything  in  the  way  of  publicity  is  of  some 
benefit  to  the  manufacturer  of  an  article  which 
he  desires  to  sell  generally  throughout  the 
country.  The  more  familiar  people  become 
with  its  name,  the  more  successful  the  manu- 
facturer will  be  in  pushing  its  sale.  Some 
articles  will  bear  an  enormous  amount  of  ad- 
vertisin(£  and  others  will  not.  Articles  like 
patent  medicines,  which  are  suitable  for  al- 
most every  man,  woman  or  child  in  the 
country  who  is  ailing,  usually  afford  a very 
large  profit,  and  the  manufacturer  can  afford 
to  spend  a large  amount  of  money  in  advertis- 
ing. Articles  of  prime  necessity,  not  covered 
by  letters  patent, 'hre  usually  sold  upon  smaller 
margins,  and  then  it  becomes  a question  with 
the  manufacturer  how  much  advertising  he 
can  successfully  and  economically  afford  to 
do. 

Take,  for  instance,  our  own  business.  We 
have  been  en<iaffed  in  the  manufacture  of 
farm  wagons  for  so  many  years  that  in  one 
way  and  another  our  name  has  become  almost 
like  a household  word.  Still  we  are  com- 
pelled to  canvass  among  the  dealers  to  whom 


we  sell  by  employing  commercial  travelers, 
and  I have  arrived  at  the  conclusion  that  this 
is  about  all  the  publicity  we  can  now  afford  to 
give.  I should  have  said  that  it  is  a matter 
of  necessity  and  a matter  of  custom  for  manu- 
facturers of  this  line  of  goods  to  furnish  their 
agents  advertising  matter  for  distribution  to 
their  prospective  customers.  This  we  must 
conform  to,  and  we  spend  in  this  way  from 
$3,000  to  $5,000  annually.  My  own  impres- 
sion is  that  a large  part  of  the  advertising  re- 
sorted to  by  manufacturers  of  this  class  of 
goods  is  money  thrown  away.  It  should  be 
confined  to  the  channels  of  the  particular 
trade  in  which  the  manufacturer  is  engaged. 
The  New  York  dailies  which  charge  high 
rates  for  advertising  could  hardly  be  success- 
fully used  in  advertising  goods  that  are  con- 
sumed entirely  by  farmers  and  sold  almost 
exclusively  through  the  smaller  towns. 

This,  in  a nutshell,  is  my  view  of  the  sub- 
ject. 

Fowler  Cycle  Manufacturing  Com- 
pany 

Chicago,  111.,  “ Fowler  Bicycle.”  By  Frank  T. 

Fowler,  President. 

What  constitutes  successful  publicity? 

First,  having  an  article  of  merit  to  sell. 

Second,  having  a full  knowledge  of  its  points 
of  superiority  over  those  of  its  competitors. 

Third,  knowing  the  quality  of  the  mediums 
in  which  you  advertise. 

Fourth,  never  running  the  same  advertise- 
ment twice. 

Fifth,  being  strictly  original. 

Sixth,  making  advertisements  of  such  a na- 
ture that  I'eaders  look  for  them  in  every  issue. 

Result  — Success,  Satisfaction. 

In  my  case,  three  years’  use  of  the  above 
medicine  made  the  number  of  my  employees 
grow  from  22  men  to  a total  of  50C^.  Doctors 
don’t  usually  take  their  own  medicines,  but 
I do. 


GREAT  SUCCESSES 


Hy^^eia  Hotel 

01(1  Point  Comfort,  Va.  By  P.  II.  Pike,  Manatter. 

As  advertising  is  a very  important  part  of 
our  business,  1 take  it  into  iny  own  hands.  I 
write  and  arrange  most  of  our  advertisements, 
but  do  not  place  tliem.  The  best  results  are 
generally  obtained  from  newspaper  and  maga- 
zine advertisiim.  We  use  almost  every  high- 
class,  clean  publication  east  of  the  Rocky 
Mountains.  Of  course,  as  ours  is  an  all-the- 
year  hotel,  we  have  to  change  the  held  with 
the  different  seasons.  During  the  summer 
our  advertising  consists  largely  of  a general 
announcement  of  our  summer  attractions  and 
rates,  in  the  Virginia,  Kentucky,  Ohio,  Geor- 
gia, Tennessee,  and  Missouri  papers. 

The  hotel  trade  papers  and  the  society  and 
religious  papers  are  used  to  a certain  extent 
all  the  year.  We  get  a good  deal  of  adver- 
tising in  summer  from  the  railroads,  as  they 
publish  handsome  matter  and  circulate  it  thor- 
oughly, telling  of  excursions  to  Old  Point 
Comfort,  and  of  special  rates  to  summer 
guests. 

We  mention  rates  in  our  summer  advertis- 
ing, for  the  business  man  of  the  South  and 
West  must  be  told  exactly  in  dollars  and 
cents  how  much  he  must  pay  per  day,  week 
or,  month,  before  he  will  come  or  send  his 
family  to  any  resort. 

The  Northern  pleasure-seeker  is  not  quite 
so  particular  about  rates.  lie  is  more  solici- 
tous about  the  healthfulness  of  the  place,  the 
cuisine,  music,  society,  sports,  etc.  If  you 
can  show  him  that  these  things  are  on  hand 
he  will  come  and  stay,  regardless  of  the  rates. 
He  goes  where  he  can  rest  and  regain  his 
health. 

Success  has  been  due  to  judicious,  persistent, 
and  truthful  advertising,  more  than  to  anything 
else.  The  Hygeia  Hotel  was  built  on  a small 
scale  but  never  amounted  to  much  until  fifteen 
years  ago,  when  we  began  spending  a lot  of 
money  to  tell  the  people  of  the  United  States 
about  it.  About  every  three  years  during  this 


105 

time  we  have  had  to  build  additions  to  care  for 
our  patrons,  until  now  we  accommodate  nearly 
a tbousand  people.  We  have  spent  as  high 
as  .f 1 5, 000  annually,  but  being  well-known 
we  do  not  expend  more  than  half  that  sum 
now. 

Of  course,  we  send  out  entirely  new  adver- 
tising circulars  to  names  found  on  our  registers 
from  season  to  season.  We  keep  a record  of 
every  booklet  that  is  mailed,  and  generally 
hear  from  a large  percentage  of  the  people  we 
mail  to.  Once  or  twice  a year  we  giv'e  sou- 
venirs to  our  guests,  and  mail  them  to  former 
guests.  This  is  rather  expensive,  but  I believe 
it  pays. 

Every  dollar  we  spend  in  advertising  is  in- 
vested in  teaching  the  people  to  go  away  on 
annual  vacations.  There  was  a time  when 
only  a few  people  went  to  Florida  or  Cali- 
fornia in  winter.  Now  the  Eastern  citizen 
takes  his  winter  vacation  as  regularly  as  he 
goes  to  the  country  or  to  the  shore  in  summer. 
I believe  tbe  day  is  coming  when  homes  will 
be  done  away  with,  and  families  which  can 
afford  it  will  move  from  one  resort  to  another 
throughout  the  year. 

New  Haven  Steamboat  Company 

New  York,  N.  Y.,  and  New  Haven,  Conn.  By  E.  F. 

DeYoung,  Treasurer  and  General  Manager. 

It  has  become  recognized  as  a principle  by 
businessmen  in  general,  that  liberal  and  judi- 
cious advertising  pays.  IVIen  who  have  built 
large  fortunes  by  following  this  principle  are 
too  numerous  to  mention.  The  man  who  has 
something  good  should  let  the  fact  be  known, 
for  he  who  keeps  it  to  himself  is  foolish  and 
shortsighted  and  indulges  in  the  most  expen- 
sive selfishness. 

I represent  the  oldest  steamboat  line  in  ex- 
istence, a line  whose  history  is  full  of  interest- 
ing and  notable  happenings,  — for  the  first 
steamboat  that  ran  through  Long  Island  Sound 
from  New  York  ran  into  New  Haven.  The 
City  of  New  Haven  has  grown  and  prospered 


io6 


FOWLER’S  PUBLICITY 


since  then,  and  the  New  Haven  Steamboat 
Company,  as  one  of  her  institutions,  has  grown 
from  an  infant  industry  to  the  proud  place  of 
one  of  the  great  Sound  lines  from  the  Metro- 
polis. 

New  Haven,  one  of  the  busiest  manufactur- 
ing cities  of  New  England,  which  was  in  “ ye 
early  steamboat  days  ” but  a quaint  little  vil- 
lage, now  has  the  fastest  coastwise  steamer  in 
the  world  running  into  her  harbor, — a steamer 
owned  by  this  company. 

Were  we  to  trust  to  the  age  and  well-known 
character  of  the  line  to  secure  patronage,  I am 
very  much  of  the  opinion  we  should  soon  fade 
from  view,  and  be  out  of  sight  and  out  of  mind 
as  far  as  the  public  is  concerned.  We  enjoy 
many  advantages,  and  have  many  good  things 
commending  us  to  the  traveling  public,  all  of 
which  would  go  for  naught  if  the  public  were 
in  ignorance  thereof. 

We  find  that  advertising  pays. 

We  have  just  closed  a very  prosperous  sum- 
mer season,  largely  attributable  to  our  special 
Sunday  trips.  We  had  the  most  attractive 
trip  out  of  New  York  — appointments  Ai, 
service  unsurpassed,  music  charming,  — and 
did  we  keep  quiet  about  it?  I think  not.  We 
had  a good  thing  for  the  public,  we  knew  it, 
and  we  were  not  a bit  selfish  about  it ; and  as 
a result  the  problem  of  selling  the  tickets 
changed  very  early  in  the  season  to  the  problem 
of  collecting  them.  This  difficulty,  of  course, 
experience  easily  overcame.  I merely  men- 
tion this  instance  to  show  what  printer’s  ink 
will  do  if  used  in  the  right  way. 

True  enough  it  costs  money  to  advertise, 
but  in  my  private  opinion  it  sometimes  costs  a 
great  deal  more  money  to  keep  quiet. 

Wanamaker  & Brown 

Philadelphia,  Penn.,  “Oak  Hall  Retail  Clothing 
House.’’  Hy  William  H.  Wanamaker. 

Ix  answer  to  your  question,  “ How  we  made 
advertising  pay,”  we  would  say  : By  telling 
the  news  in  short  detail  if  the  facts  are  right. 


United  States  Hotel 
Broadway  Central  Hotel 

Boston,  Mass.,  and  New  York,  N.  Y.  By  Tilly 
Haynes,  Proprietor. 

This  is  a very  good  reading  of  an  old 
maxim  : 

“ Early  to  bed  and  early  to  rise. 

Attend  to  business  and  advertise.” 

In  this  age  of  push  and  “ get  there,”  the  old 
methods  are  out  of  date.  There  must  be 
something  new  that  will  catch  the  eye  — some- 
thing that  the  public  will  see,  and  clever  men 
are  to-day  making  a business  of  this  sort  of 
thing.  Why  not?  Advertising  is  a profes- 
sion. All  men  are  not  qualified  to  do  it,  and 
so  the  practical  advertiser  must  be  called  in. 
He  will  have  new  ideas  and  will  save  you  time 
and  do  it  better. 

The  next  thing  to  good  advertising  is  to  see 
to  it  that  when  the  customer  comes  he  is  well 
treated,  so  that  he  will  come  again,  and  bring 
his  friend.  That  has  always  been  the  policy 
of  the  Broadway  Central  and  United  States 
Hotels. 

Chicago,  Rock  Island  & Pacific 
Railroad 

Chicaso,  111.  By  Jno.  Sebastian,  General  Passen- 
ger and  Ticket  Agent. 

I PRESUME  most  general  passenger  agents 
entertain  different  ideas  as  to  what  method  is 
proper  to  secure  satisfactory  results  in  adver- 
tising. 

Tliere  can  be  no  doubt  that  the  most  favor- 
able results  are  secured  from  advertising,  if 
properly  handled. 

If  a company  finds  that  the  people  want 
certain  things,  it  should  never  lose  the  oppor- 
tunity of  giving  them  all  the  inlormation  possi- 
ble by  setting  forth  its  advantages. 

We  have  within  the  past  few  years  adver- 
tised very  extensively  certain  specialties,  which 


GREAT  SUCCJASSES 


we  know  Imve  been  developed  very  larfjjely 
by  judicious  advertising. 

A simple  auuouuceiueut  of  the  fact  that  you 
have,  for  instance,  the  best  line  to  certain 
points,  and  advertisements  of  that  character, 
are  not  of  much  benefit  unless  kept  continually 
before  the  people.  I believe  one  of  my  com- 
petitors has  used  an  advertisement  of  this  kind 
to  some  advantage,  because  it  has  been  run 
long  enough  for  people  to  become  familiar 
with  it.  I believe,  therefore,  that  this  partic- 
ular kind  of  advertising  can  only  be  made 
profitable  by  long-time  arrangements  for  pub- 
lication. 

The  best  results  obtained  liy  us  from  adver- 
tisin<x  have  been  throimh  hi^ih-class  mediums, 
and  a good  selection  of  these  publications  is 
far  preferable  to  and  less  expensive  than  pro- 
miscuous advertising. 

My  theory,  therefore,  you  will  observe,  is, 

First,  take  advantage  of  any  good  thing 
which  you  may  have  to  advertise,  and  spend 
money  liberally  in  getting  it  before  the  peo- 
ple. 

Second,  choose  publications  which  are 
widely  distributed,  and  which  give  proper 
returns  for  the  money  expended  in  advertise- 
ments. 

We  believe  the  best  results  can  be  obtained 
by  handling  adyertisin^  in  this  manner. 

► O O 

Stewart,  Howe  & May  Company 

New  York,  X.  Y.,  “ S.  H.  & M.  Bias  Yelveteen  Skirt 
Binding.”  By  G.  S.  Curtis,  Secretary. 

I CAN  only  say  briefly  that  our  adyertising 
has  paid  because  we  haye,  in  the  first  place, 
a good  article  which  we  can  offer  at  a fair 
price; -and  a distinctiye  trade-mark,  which  we 
haye  identified  with  all  of  our  adyertising  in 
the  most  pointed  manner.  We  haye  published 
short,  pithy  adyertiseinents  in  newspapers, 
fashion  journals,  and  other  publications  which 
are  read  by  women  (for  whose  exclusive  use 
our  article  is  adapted)  ; and  we  have  followed 
the  same  plan  in  all  of  our  street-car  advertis- 


107 

ing,  taking  pains  to  run  several  different 
designs  at  the  same  time,  and  changing  cards 
frecpiently.  Another  feature  of  our  general 
plan  has  been  that  we  have  so  selected  our 
mediums,  both  in  journals  and  street-cars,  that 
we  have  covered  the  entire  country  effectively, 
making  “ S.  II.  & M.”  so  conspicuous  that 
no  person,  whether  interested  in  skirt  bindings 
or  not,  has  failed  to  see  it. 

Michigan  Stove  Company 

Chicago,  111.,  “Garland  Stoves  and  Ranges.”  By 
Frederic  \Y.  Gardner,  Eastern  Manager. 

You  have  asked  me  to  answer  a very  diffi- 
cult question,  but  I think  I can  safely  say  the 
following: 

First,  I believe  in  advertising,  and  am  con- 
stantly studying  new  and  improved  methods 
of  bringing  our  products  to  the  eyes  of  con- 
sumers. 

Second,  I treat  the  subject  as  a student  in- 
stead of  as  an  expert,  and  find  that  every  day 
of  my  life  I acquire  some  knowledge  which  I 
did  not  have  the  day  before. 

Third,  believing  in  advertising,  I give  it  my 
first  attention,  and  consider  it  of  ten  times  the 
importance  of  any  other  feature  of  my  busi- 
ness, so  give  it  ten  times  as  much  thought  and 
attention  as  I do  any  other  department  of  the 
business. 

Fourth,  our  advertising  has  been  made  to 
pay  from  the  fact  that  in  our  branch  of  busi- 
ness almost  every  other  manufacturer  in  the 
United  States  has  imitated  our  trade-mark  and 
methods  to  such  an  extent  that  we  are  made 
to  appear  before  consumers  as  the  makers  of 
the  original  and  best  goods,  while  most  of  the 
others  appear  to  be  only  imitators,  and  of 
course  tbe  more  they  advertise  their  wares  the 
better  it  is  for  us. 

Fifth,  we  do  not  confine  ourselves  to  any 
one  method,  but  are  seeking  at  all  times  to 
place  new  and  attractive  novelties  in  the  hands 
of  our  ascents  for  distribution  to  consumers. 

Last,  but  by  no  means  least,  is  the  fact  that 


io8 


FOWLER’S  PUBLICITY 


we  coniine  ourselves  strictly  to  the  truth, 
avoiding  exaggeration  of  any  kind,  and  that 
our  advertising  is  backed  by  goods  of  the 
highest  and  best  quality  possible  to  produce. 
Hence,  the  goods  themselves  are  as  much  of 
an  advertisement  as  our  methods  of  brin<rin(j 
them  before  the  public. 

I do  not  believe  that  advertising  can  be 
made  to  pay  unless  the  article  advertised  is 
all,  and  a little  more,  than  it  is  represented  to 
be. 

I do  not  allow  an3mne  to  do  m^^  thinking 
for  me,  and  being  a close  student  of  eveiy 
style  of  advertising  in  vogue,  I select  from  the 
many  methods  in  use  those  which  I think  are 
best  adapted  to  our  business,  without  showing 
any  partiality  whatever  in  favor  of  any  par- 
ticular customer  or  section,  and  have  in  that 
way  been  able  to  obtain  full  returns  for  every 
peniy  expended. 

No  department  of  our  business  is  conducted 
upon  stricter  or  more  iron-clad  rules  than  our 
advertising  department,  and  it  is  by  the  strict 
adherence  to  these  rules  that  we  have  been 
able  to  make  “ Garland  ” stoves  and  ranges 
the  “ World  Leaders,”  as  well  as  “ The 
World’s  Best.” 

New  York  Central  & Hudson  River 
Railroad 

New  York,  N.  Y.  By  George  H.  Daniels,  General 
Passenger  Agent. 

Business  men  in  these  da^^s  of  the  “ Em- 
pire State  Express,’’  the  “ Campania,”  and  the 
“ St.  Louis,”  are  too  busy  to  either  write  or 
read  long  articles. 

I have  made  the  advertising  department  of 
the  New  York  Central  pay,  lirst,  by  having 
the  best  possible  transportation  facilities  to 
announce  ; and  then  placing  them  before  the 
public  in  the  most  attractive  manner  that  I 
could,  through  the  best  newspapers  and  maga- 
zines of  the  country,  and  by  timely  books  and 
illustrations  from  the  best  printing  houses. 


Armour  Institute  of  Technology 

Chicago,  III.  By  Rev.  F.  \Y.  Gunsaulus,  D.D., 
President. 

I THINK  that  tlie  Church  has  oftentimes 
missed  its  opportunity,  either  by  the  wrong 
sort  of  advertising,  or  by  not  advertising  at 
all.  I believe  notices  of  the  services  put  in 
the  newspapers  are  valuable,  and  almost  in- 
dispensable. I think,  however,  that  aity  sort 
of  sensational  notice  is  likely  to  bring  the 
Church  itself  under  criticism,  and  justlv. 

To  enter  into  competition  with  the  theatre, 
race-course,  and  patent  medicine  business  is 
certainly'  undignified,  and  is  calculated  to  give 
a wrong  impression  of  the  Church’s  point  of 
view  and  method. 

The  best  advertisement  for  a church  is  a 
warm-hearted  and  thoroughlv  earnest  member- 
ship, led  by  a true  and  worthv'  minister. 

Heywood  Boot  & Shoe  Company 

^Yorcester,  Mass.  By  Frank  E.  Heywood,  Yice- 
President  and  Treasurer. 

The  Heywood  Boot  and  Shoe  Company  is 
not  an  advertiser  for  the  consumer.  Our 
work,  like  that  of  thousands  of  wholesalers 
and  manufacturers,  is  confined  to  trade  papers. 
We  made  advertising  in  them  pay  b}' 

Telling  a new  story  in  eveiy  number. 

By  telling  it  in  few  words. 

By  giving  it  an  attractive  but  plain  setting- 

By  talking  about  live  issues. 

By  telling  onl}'  the  truth. 

The  customer  obtained  by  an  overstatement 
or  misstatement  of  facts  is  not  worth  getting. 
For,  if  3’ou  can  fool  him  successfully,  others 
can  too  ; and  his  business  career  will  be  so 
weak  and  so  short  that  he  will  be  worth 
veiy  little  to  you  as  a customer.  Or,  if 
he  is  well-informed,  he  will  detect  the  mis- 
representation, quit  3'ou,  and  be  harder  to 
get  back  than  if  he  had  never  known  yon  at 
all. 

This  is  sliort,  — like  our  advertisements. 


GREAT  SUCCESSES 


E.  Catesby  & Son 

London,  I'n^land,  “ Mire  System  I'nrnisliers.” 
My  William  U.  Catesby. 

The  business  wliich  I write  tlie  advertise- 
ments for  is  that  of  supplying  furniture,  car- 
pets, and  linoleum  on  credit.  Competition  is 
verv  keen  in  London,  but  the  results  of  our 
advertisements  have  been  e.xtremely  good. 
During  so-called  slack  seasons,  I use  more 
space  than  usual,  hence  the  firm  seldom  has  a 
quiet  time.  I change  my  advertisements  in 
every  issue  of  the  papers,  daily  or  weekly, 
and  use  cuts  whenever  possible,  as  I find 
that  the  results  from  illustrated  advertisements 
(more  especially  where  applications  for  pat- 
terns are  desired),  are  much  more  satisfac- 
tory . 

In  addition  to  changing  advertisements,  it 
is  necessarv  to  have  smartly  written  pamphlets 
and  catalogues  (these  I change  frequently) 
and  even  the  window  tickets  are  brought  up 
to  date,  illustrations  also  being  on  these. 

I avoid  exaggerated  statements  in  all  my 
advertisements,  so  that  a customer  who  deals 
with  my  firm  finds  that  he  alway^s  has  a little 
more  than  he  expected. 

Rev.  Henry  M.  Ladd,  D.D. 

Cleveland,  Ohio,  Euclid  .\veniie  Congregational 
Church. 

Advertising  is  unquestionably  the  soul  of 
business.  In  one  form  or  another  it  is  everv- 
where  essential  to  success.  What  is  true  in 
the  world  of  secular  business  is  true  also  in 
the  Lord’s  business.  In  secular  affairs  the 
man  who  has  something  which  he  has  reason 
to  believe  other  people  want,  must  in  some 
way  let  them  know  that  he  has  that  com- 
modity. There  are  a thousand  wavs  in  which 
this  can  be  done,  and  publicity  and  persua- 
siveness be  so  deftly  and  engagingly  inter- 
blended,  that  customers  are  made  almost 
against  their  will.  The  Church  has  slowly 
been  learning  lessons  of  wisdom  from  the 


109 

children  of  this  world.  Printer’s  ink  is  a 
growing  factor  in  Church  life  and  activity. 
Bright  men  in  the  ministry,  and  out  of  it, 
Sunday  school  superintendents,  and  Y.  P.  S. 
C.  E.  officers  have  learned  the  great  advan- 
tage and  winning  power  of  a judicious  use 
of  advertising.  There  are  various  forms  in 
which  this  can  wisely  be  done.  A large  use 
can  be  made,  in  all  cities,  at  least,  of  the 
Saturday  papers  for  the  announcement  of 
services,  the  preacher’s  name  and  topic,  and 
the  time  and  place  of  meeting.  I do  not  be- 
lieve in  sensational  topics,  but  I do  believe  in 
headlines,  large  type,  and  appropriate  dis- 
play. If  the  Church  is  ever  to  reach  the  un- 
churched, it  must  not  only  reach  out  to  them, 
but  by  a gentle  persuasiveness,  “ compel  them 
to  come  in.”  So  also  I believe  in  the  useful- 
ness of  hotel  advertising,  and  the  distribution 
of  cards  of  invitation,  and  the  publication  of 
regular  church  bulletins,  and  the  reports  of 
sermons  in  the  papers  on  Monday  morning, 
and  of  church  events  all  throimh  the  week. 
The  live  church  is  bound  to  make  its  presence 
known  throughout  the  whole  community,  pro- 
claiming its  presence  and  enticing  the  people 
to  come  under  its  saving  and  sanctifying  influ- 
ence. It  is  not  necessary  to  beat  a drum,  or 
blow  a trumpet,  or  stand  the  minister  on  his 
head,  or  hire  a singer  that  can  be  heard  a 
mile,  in  order  to  do  this.  There  are  dignified 
and  legitimate  ways  of  drawing  the  attention 
of  the  public  toward  the  Church  without  mak- 
ing the  religion  of  Jesus  Christ  a by-word  and 
a reproach.  But  the  Church  is  in  the  world 
on  the  Master’s  business,  and  it  is  recreant  to 
its  duty  if  it  does  not  push  that  business,  and 
fulfill  its  mission.  The  day  is  coming  when 
our  churches  will  understand,  as  they  do  not 
now,  the  fine  art  of  publicity. 

International  Fur  Store 

London,  England.  By  P.  S.  Jay,  Manager. 

We  made  our  advertising  pay  by  stating 
facts  and  keeping  faith  with  the  public. 


no 


FOWLER’S  PUBLICITY 


A.  A.  Vantine  & Company 

New  York,  N.  Y.,  Japanese,  Chinese,  Persian, 
Turkish,  Egyptian,  India  Goods.  By  I'.  James 
Gibson,  Manager. 

In  reply  to  your  question  “ How  we  make 
our  advertising  pay,”  we  have  to  say  that  we 
make  it  pay  by  : 

I.  Being  in  earnest. 

II.  Keeping  everlastingly  at  it. 

III.  Having  an  individual  style  of  our  own. 

IV.  Telling  the  truth  in  such  a way  that 
it  is  seen  to  be  the  truth. 

V.  Using  plain,  simple,  telling  Anglo- 
Saxon  words,  that  everyone  knows  the  mean- 
ing of. 

VI.  Avoiding  the  use  of  long,  involved 
sentences. 

VH.  Changing  advertisements  each  issue. 

VHI.  Advertising  one  thing  at  a time,  or 
one  line  of  goods  at  a time,  in  an  advertise- 
ment or  section  of  an  advertisement. 

IX.  Appealing  to  people’s  reason  and  com- 
mon sense. 

X.  Telling  the  prices,  and  giving  full  in- 
formation generally. 

XL  Remembering  that  there  are  expert 
readers  of  advertisements,  as  well  as  expert 
writers. 

XII.  Adapting  the  advertisement  to  the 
readers  of  the  medium  advertised  in. 

Chesebrough  Manufacturing  Com- 
pany 

New  York,  N.  Y.,  “Yaseline,”  “ EuxorOil.”  By 
Robert  A.  Chesebrough,  President. 

How  to  make  advertising  pay  is  a large 
and  momentous  question  and  cannot  be  easily 
answered  in  a few  paragraphs,  for  the  reason 
that  what  might  be  advantageous  advertising 
to  introduce  one  thing  would  utterly  fail  with 
another.  Articles  in  which  there  is  a large 
margin  of  profit  and  which  are  bought  by 
wealthy  people,  require  entirely  different 


treatment  from  articles  which  are  in  general 
use  with  the  masses  of  the  people,  and  which 
sell  at  very  low  prices  with  a bare  margin  of 
profit.  As  to  the  first,  the  magazines  and 
daily  newspapers  are  good  mediums ; as  to 
the  second,  the  little  village  local  paper  which 
circulates  in  every  small  town  and  village, 
would,  in  my  judgment,  be  preferable. 

Thomas  J.  Lipton 

London,  England;  Colombo,  Ceylon  ; Calcutta,  In- 
dia. Upton’s  Tea,  Coffee,  and  Cocoa. 

The  most  important  elements  in  successful 
advertising  are,  I consider,  (i)  to  have  some- 
thing worth  advertising,  and  (2)  to  let  the 
people  know  that  you  have  it.  I have  always 
made  it  a point  to  offer  to  the  public  the  very 
best  value  it  could  get  for  its  money  in  my  line 
of  business.  This,  I consider,  a fundamental 
principle  in  the  success  of  a business.  The 
public  is  the  judge  (and  it  is  a good  one,  too) 
and  while  it  may  be  drawn  in  at  first  by  bold, 
striking  advertisements,  depend  upon  it,  if  you 
expect  to  receive  and  hold  that  support  for 
which  you  ask,  you  must  gain  confidence  bv 
the  sterling  value  in  the  goods  3'ou  sell ; and 
once  having  obtained  its  patronage  and  its  con- 
fidence, business  will  steadily  flow  in,  and  con- 
tinue increasing  b}^  the  aid  of  judicious  and 
effective  advertising.  I am  convinced  that 
business  conducted  on  any  other  principle, 
eyen  though  it  is  supported  by  the  most  lavish 
advertising  possible  to  conceive,  while  it  may 
flourish  for  a time,  in  the  end  is  soon  cut  off : 
failure  inevitably'  follows. 

There  is  no  better  medium,  in  my  opinion, 
for  bringing  3'our  goods  under  the  notice  of 
the  public,  than  newspapers,  which  are  read 
nowadays  by'  almost  eyer^'  person,  and  which 
circulate  far  and  wide.  Good,  bold  advertise- 
ments in  the  best  newspapers,  and  in  promi- 
nent jiositions  so  as  to  attract  the  attention  of 
readers,  can  hardly  fail  to  be  noticeil  by  them, 
and  to  have  a beneficial  effect  on  the  adver- 
tiser’s business,  as  it  is  by  that  means  that 


GREAT  SUCCESSES 


1 1 1 


thousands  of  people  who  would  never  know 
anything  of  the  advertiser  or  the  nature  of  his 
business  are  made  acquainted  with  both. 

I believe  in  advertising  in  the  best  news- 
papers. No  doubt  the  advertisements  are 
more  costly,  but  my  e.xperience  is  they  are 
worth  the  e.xtra  outlay'.  Nor  is  it  of  any  use 
to  advertise  sparingly  and  spasmodically'.  Just 
as  it  is  the  continued  application  of  the  treat- 
ment prescribed  that  benefits  the  patients,  so 
it  is  with  advertising  — it  is  continual  and  ef- 
fective advertising  which  will  reward  the  ad- 
vertiser. Do  not  let  y'our  light  hide  under  a 
bushel ; keep  your  business  well  before  the 
public.  By'  these  means,  and  seeing  that  the 
goods  supplied  to  the  public  are  of  the  finest 
quality^  at  the  lowest  price  it  is  possible  to 
charge,  combined  with  personal  and  close  at- 
tention to  the  minutest  detail  of  everything 
likely  to  affect  my  business,  do  I attribute  in 
great  part  the  success  which  has  attended  my 
efforts. 

J.  F.  Pease  Furnace  Company. 

Syracuse,  N.  Y.  By  E.  C.  Moses,  Manager. 

Whatever  measure  of  success  we  have 
attained  is  due  to  these  facts : 

First,  we  manufacture  apparatus  of  a strictly 
high  grade,  with  unique  and  meritorious  fea- 
tures. 

Second,  in  selecting  our  mediums  we  choose 
those  which  have  a select  circulation,  the  large- 
ness of  it  not  being  considered  as  important  as 
its  character.  We  have  received  the  best  re- 
sults from  periodicals  which  command  $2  to 
$5  per  annum  from  their  subscribers. 

Third,  in  writing  our  advertisements,  we 
confine  our  statements  to  the  plain,  unvarnished 
truth.  We  invariably  use  electrotypes  to  at- 
tract attention  to  the  advertisement. 

Fourth,  we  have  never  used  less  than  quar- 
ter-page spaces  in  the  monthlyMuagazines,  and 
in  the  trade  papers  we  use  large  spaces,  sel- 
dom less  than  half-page,  and  very  frequently 
full-page  advertisements.  We  believe  in 


liberal  advertising  in  all  trade  papers  in  which 
the  editorial  matter  commands  the  respect  and 
admiration  of  their  readers. 

Fifth,  we  have  avoided  placing  any  adver- 
tising through  doctors,  attorneys,  business- 
writers,  ad-smiths,  idea-makers,  thought-coop- 
ers, ink  spreaders,  or  publicity'-agents,  and  yet 
our  business  has  been  veiy  successful. 

Si.xth,  when  we  have  a large  amount  of 
general  advertising  to  place  we  believe  in  em- 
ploying reputable  advertising  agencies. 

Russia  Cement  Company 

Gloucester,  Mass.,  “ Le  Page’s  Liquid  Glue.” 

By  Reuben  Brooks,  Secretary. 

I MADE  advertising  pay  by  having  a good 
article  that  everybody  wants.  This  I regard 
as  almost  absolutely  essential  to  permanent 
success.  It  is  true  that  temporary  success 
mayr  sometimes  be  achieved  by  pushing  a 
worthless  article,  but  such  a business  is  always 
extremely  hazardous,  as  at  anytime  the  whole 
venture  is  liable  to  collapse.  But  if  an  article 
has  real  merit  of  such  character  that  every- 
body^ can  see  and  appreciate  it,  as  a general 
rule  it  will  pay  to  make  the  public  familar 
with  that  fact. 

As  to  the  best  means  of  doing  this,  no  cast 
iron  rule  can  be  given.  Much  depends  upon 
the  nature  of  the  article,  and  the  class  of  con- 
sumers who  are  to  be  appealed  to. 

In  this  case  the  article  chosen  was  a liquid 
glue  having  the  very  decided  merits  of  great 
strength,  and  convenience  for  ready  use.  As 
it  was  adapted  for  general  use  every'where, 
the  advertising  had  to  be  widely^  spread  over 
the  whole  country  as  rapidly  as  possible. 
The  most  practical  means  of  doing  this 
economically  seemed  to  be  through  news- 
paper advertising,  though  other  means  w'ere 
employed  to  some  extent.  To  do  this  effec- 
tively', however,  it  is  alway's  desirable  that  the 
article  should  have  some  distinctive  name 
which  can  be  easily  fixed  in  people’s  minds, 
so  that  when  they  think  of  such  an  article,  they 


II2 


FOWLER’S  PUBLICITY 


will  always  associate  it  with  that  name.  In 
other  words,  a practical  trade-mark  must  be 
selected,  which  everybody  will  use  when  they 
speak  of  the  articles.  The  name  chosen  in 
this  instance  was  the  word  “ Le  Page’s,” 
which,  like  the  word  “ Pears’  ” on  soap,  has 
now  become  accepted  by  the  public  as  a 
guara'utee  of  the  superior  merit  of  the  goods. 

After  selecting  the  name,  the  next  point 
was  to  make  the  public  so  familiar  with  that 
name  that  it  would  alwa^'s  associate  it  with 
the  article. 

This  was  done  at  first  by  running  one-inch 
advertisements  in  a large  number  of  news- 
papers, so  as  to  cover  as  much  territory  as 
possible,  in  which  special  care  was  taken  to 
bring  out  the  word  “ Le  Page’s”  so  promi- 
nently that  it  could  not  fail  to  attract  attention, 
and  to  supplement  this  with  a few  words  in 
smaller  type,  that  would  convince  the  reader 
of  the  genuine  merit  of  the  article.  At  that 
time,  the  present  artistic  style  of  advertising 
was  not  in  vogue.  Now  other  and  more 
elaborate  styles  of  advertising  are  adopted  in 
which  the  highest  skill  of  both  brush  and  pen 
are  often  profitably  emplo3^ed,  but  the  essen- 
tial principles  of  success  in  all  kinds  of  legiti- 
mate advertising  still  remain  the  same,  and 
may,  perhaps,  be  concisely  stated  thus : 

First,  have  a good  thing  that  everybody 
wants. 

Second,  tell  everybody  about  it  so  that  he 
will  believe  and  remember  it. 

Third,  stick  to  it  like  “ Le  Page’s  Glue.” 

Derby  Desk  Company 

Boston,  Mass.,  and  New  York,  N.  Y.  By  Frederick 
M.  Kilmer,  Treasurer. 

I THINK  I can  answer  your  question,  “ I low 
I made  advertising  pay,”  by  simply  stating  in 
as  few  and  plain  words  as  I could  in  my  ad- 
vertisements that  we  are  trying  to  make  the 
Derby  desks  the  best  business  desks  in  the 
world  ; that  we  will  not  sacrifice  quality  to 
cater  to  dull  times  and  low-priced  markets.  I 


have  always  made  it  a point,  also,  to  purchase 
the  best  possible  locations  in  the  mediums,  in 
newspapers  always  using  the  first  page,  and 
preferred  positions  in  magazines,  etc. 

I probably  could  amplify  this  matter  but 
the  above  is  the  foundation  of  my  advertising 
ideas.  I do  not  pretend  to  know  much  about 
it  an^xva}',  but  I do  know  that  I have  obtained 
a fair  degree  of  publicity  and  success  in  ad- 
vertising the  Derby  desks  by  the  methods 
above  outlined. 

Packer  Manufacturing  Company 

New  York,  N.  Y.,  “ Packer’s  Tar  Soap.”  By 
Edward  A.  Olds,  Proprietor. 

Years  ago,  when  employed  in  the  import- 
ing and  wholesale  business,  I was  not  a suc- 
cess in  selling  goods  of  inferior  quality. 

Before  becoming  interested  in  Packer’s  Tar 
Soap,  I had  been  convinced  of  its  exceptional 
merits.  Before  any  considerable  attempt  was 
made  to  advertise  it,  I had  become  satisfied 
that  it  met  certain  requirements  better  than 
any  similar  preparation  on  the  market,  and 
would  not  only  justify  advertising,  but  would, 
on  trial,  advertise  itself.  Nothing  like  start- 
ing ricrht. 

O O 

In  my  advertisements  I stated  candidly  the 
qualities  of  my  product,  and  the  advantages 
of  using  it.  The  people  believed  me  and  told 
their  friends.  (Another  case  of  being  adver- 
tised Iw  “ loving  friends.”) 

I regard  these  points  as  essential : products 
of  merit,  candid  statements  of  their  advan- 
tages, apt  and  attractive  illustrations  and  typog- 
raphy, mediums  to  fit  articles  advertised,  and 
finally  : 

A True  Story 

I remember  one  day  in  1865,  a druggist 
from  up  the  state  was  sitting  at  the  desk  of 
Amos  Torrey,  one  of  the  firm  of  Demas 
Barnes  & Company  of  this  city,  ordering  some 
proprietary  medicines,  when  Dr.  J.  C.  Ayer 
came  in,  and  was  pointed  out  to  him.  lie 
asked  for  an  introduction  to  the  Doctor,  and 


(iRE.Vr  SUCCESSES 


in  the  course  of  the  lirief  conversation,  asked 
liiin  how  he  could  tell  what  advertising  was 
prolitable.  Dr.  Ayer  answered  : “ Years  ago 
we  used  to  think  we  knew  all  about  it,  but 
now  with  larger  expenditures,  and  greater 
experience,  we  know  very  little  about  it.  We 
accept  general  residts.” 

Steiiinii^  Cycle  Works 

Chicago,  111.,  “Sterliinj;  nicyclcs.”  Hy  H.  E. 

Raymond,  Vice-President. 

It  is  a deplorable  fact  that  large  advertisers 
find  it  dilficult  to  determine  to  which  line  of 
advertising  to  attribute  their  business  success. 
Necessarily^  covering  a wide  field  of  general 
advertising  ventures,  engaging  in  recognized 
standard  mediums,  and  in  special  features, 
just  which  of  these  to  single  out  as  bringing 
the  best  returns,  is  a problem  which  most  busi- 
ness men  would  give  a good  deal  to  solve  in  a 
manner  carrying  the  conviction  of  certainty 
with  it. 

Failing  this,  however,  one  falls  back  on 
the  positive  knowledge  that  advertising  pays ; 
that  advertising  is  never  absent  from  tbe  suc- 
cessful man’s  thoughts,  no  matter  how  vigilant 
or  valuable  an  advertising  department  he 
maintains  to  attend  to  this  work  for  him.  The 
words  “ advertisement  ” and  “ success  ” should 
have  been  born  at  the  same  time,  for  they  are 
twin  brothers.  One  can  hardly  exist  where 
the  other  is  lacking. 

It  is  none  the  less  true  that  advertising  only 
coaxes  the  fickle  jade,  Fortune,  to  a man’s 
doorstep  ; the  man  himself  must  invite  her  in, 
and,  by  his  ability  to  bold,  control,  and  con- 
duct his  business,  will  the  limits  of  his  success 
be  measured. 

I am  of  the  opinion  that  nothing  is  well 
done  that  is  done  cheaply.  This  is  especially 
true  of  advertising.  In  selecting  advertising 
mediums,  the  best  only  will  answer.  In  se- 
lecting space,  what  are  known  as  “ prepared 
positions  ” must  be  had.  In  specialties,  select 
high-grade  ideas  only,  workmanship  the  best. 


J '3 

colors  striking  but  barmonious,  with  accurate 
attention  to  details.  Abcjve  all,  never  soil 
white  paper  by  attacks  on  yonr  competitors. 
Yon  pay  for  your  space  to  advertise  your 
goods,  not  theirs.  Be  clean  and  above-board 
in  all  your  advertising  efforts,  and  persistent 
merit  in  this  direction  will  compel  recognition. 

Advertising  managers  are  in  a way  born 
and  not  made.  They  must  combine  the  ego- 
tism of  faith  in  their  own  ability,  with  a readi- 
ness to  admit  the  merit  of  an  idea  suggested 
to  them  by  another.  The  youngest  office  boy 
may  suggest  the  germ  of  thought  in  a crude 
form.  It  remains  for  the  advertising  manager, 
with  his  superior  ability,  to  develop  and  make 
much  of  it.  I encourage  all  in  my  employ  to 
give  our  advertising  department  the  benefit  of 
their  slightest  thought  in  such  matters.  This 
detracts  nothing  from  the  importance  of  the 
advertising  manager,  for  he  is  the  key-note 
of  the  whole  problem, — “ The  man  who  writes 
the  advertisements.”  Without  him  your  efforts 
are  in  vain.  A story  I once  heard  illustrates 
this  : “A  man  once  stood  at  the  rear  of  a 
mule.  The  animal  raised  his  hind  legs,  as 
mules  will  sometimes  do,  kicking  the  man  in 
the  face.  ‘ What  a deplorable  occurrence,’ 
said  one  onlooker  to  another,  ‘ the  injury  will 
probably  disfigure  him  for  life.’  ‘ Yes,’  the 
other  replied,  ‘ he  will  never  be  quite  as  hand- 
some in  future,  but  just  think  what  a heap 
more  sense  he  will  have.’  ” Thus  it  is  with 
advertising  : Do  not  stand  in  the  rear  of  the 
public.  Keep  always  before  their  eyes,  or 
you  will  be  knocked  down.  Sense  will  come 
too  late,  and  you  will  regret  that  you  did  not 
keep  the  pen  and  brain  of  some  man  busy  in 
your  behalf  wfith  the  public. 

Advertising  is  improved  opportunity.  Op- 
portunity is  knocking  at  every  business  man’s 
door.  Open  it  wide.  Never  in  business  his- 
tory have  more  bright  men  been  employed  in 
the  advertising  field  ; never  has  business,  prop- 
erly conducted,  needed  them  more. 

Finally,  you  ask  “ How  have  we  made  ad- 
vertising pay,”  and  I answer  : First,  by  adver- 


FOWLER’S  PUBLICITY 


114 

tising.  Second,  by  giving  our  patrons  just 
the  kind  of  goods  we  advertised — a little 
better,  if  possible.  We  have  been  large  adver- 
tisers in  every  field.  To  nominate  here  a 
distinctly  profitable  one,  over  all  others,  would 
be  to  give  an  answer  to  a most  troublesome 
question  — an  answer  which  I am,  in  common 
with  all  business  men,  seeking. 

Swift  and  Company 

Chicago,  111.,  Dressed  Beef  and  Pork  Packers, 
“ Cotosuet.”  By  Claude  C.  Hopkins,  Manager. 

I MAKE  advertising  pay  by  quickly  know- 
ing when  it  doesn’t  pay.  I strive  to  remove 
the  guess-work.  I keep  my  hand  close  on 
the  pulse  of  the  trade  where  I advertise.  I 
am  in  a position  to  promptly  correct  my  mis- 
takes. 

I leave  nothing  to  uncertainty  which  I can 
make  certain.  Carelessness  is  unbusinesslike 
in  advertising  as  well  as  in  storekeeping. 
Knowledge  is  all-important. 

I keep  accounts.  I know  pretty  accurately 
what  I have  accomplished  and  what  I haven’t. 
I am  able  to  act  accordingly.  I sift  the  good 
from  the  bad  by  knowing  the  effects.  There 
has  been  enough  of  bad  in  my  advertising  to 
wreck  it  without  this  knowledge.  I measure 
one  result  by  another. 

I undertake  no  important  scheme  without 
testing  it.  I am  usually  on  the  ground  when 
I test  it.  Where  the  scheme  is  lacking,  I 
perfect  it.  If  it  is  unprofitable,  I quit  it.  I 
have  tested  an  expensive  advertising  scheme 
in  ten  cities  personally  before  I had  perfected  it 
enough  to  get  the  maximum  of  results  out  of  it. 

I do  not  demand  that  a scheme  show  im- 
mediate profit.  I do  insist  that  the  evident 
advertising  effect  aj^rees  well  with  the  cost. 

O O 

I must  be  convinced  that  the  result,  if  properly 
followed  up,  will  ultimately  prove  profitable. 
That  is  a matter  of  judgment  and  experience, 
of  course. 

Qyiick  results  are  imperative  in  my  work. 
I advertise  a perishable  article.  When  I take 


up  a city  with  advertising,  our  salesmen  load 
up  the  trade.  This  stock  must  be  moved 
quickly'.  I cannot  wait  for  results. 

I open  with  some  advertising  plan  which  is 
dignified  but  sensational.  Then  I never  let 
up  on  that  town.  In  addition  to  newspaper 
advertising  I make  the  town  alive  with  pla- 
cards. I do  enough  to  make  an  impression. 
If  the  trade  prospers,  this  constant  advertising 
is  enough.  If  trade  grows  dull,  I put  in 
another  sensational  scheme.  But  I must  con- 
stantly know  the  results  there  to  gauge  this. 
Where  I cannot  know  them  bv  towns,  I can 
at  least  know  them  by  sections. 

I try  to  make  each  dollar  spent  buv  a dol- 
lar’s worth  of  publicity.  I make  each  new 
force  add  to  the  old  force  instead  of  acting 
independently.  Making  all  advertising  force 
bear  together  is  important. 

I never  intentionally  stop  short  of  success. 
If  one  section  needs  more  force  than  another, 
I give  it.  Till  I succeed  there  I count  all 
money  expended  as  lost  if  I stop.  I deal  with 
small  sections  separately  in  my  business.  I 
apply  no  general  plan  to  all.  Conditions  and 
results  determine  the  force  that  I use  in  each. 

So  much  for  the  business  part  of  advertis- 
ing. That  is  the  more  important  part,  in  my 
opinion.  Mere  ability  is  secondary  to  both 
knowledge  and  experience.  Now  for  the 
ethical  part  of  it. 

In  writing  advertisements  I study  to  make 
them  rinpr.  Rather  than  sacrilice  sense  to 

c5 

attraction,  I make  good  sense  attractive.  I 
strike  at  the  vulnerable  points  in  human 
nature  so  far  as  I can  lind  them.  I consider 
advertising  as  dramatic  salesmanship.  I 
dramatize  a salesman’s  arguments  — perhaps 
you  can  study  out  what  tluit  means.  Adver- 
tising must  be  better  than  ordinary  argument, 
just  as  a plav  must  be  stronger  than  ordinary 
life. 

I try  to  do  everything  in  advertising  differ- 
ent from  other  jieople.  Distinctiveness  is 
advertising  in  itself. 

1 aim  to  advertise  so  as  to  interest  jieople. 


(iRKAT  SUCCICSSKS 


Plain  fads  may  compel  attention,  but  facts 
can  be  made  so  interestin<:f  as  to  invite  it. 

To  accomplish  all  this  1 steep  myself  in 
advertisiim.  1 read  adxertisiim,  write  adver- 
tising,  think  of  advertising  night  and  day.  1 
know  of  no  other  way  for  evolving  successful 
plans.  Good  advertising  means  constant  in- 
vention. Practical  advertising  ideas  occur 
only  to  the  mind  which  is  schooled  in  adver- 
tising, and  which  constantly  turns  to  advertis- 
ing. A man,  also,  must  keep  posted  on  the 
best  that  other  men  are  doing. 

In  this  wav  I make  advertising  pay.  In 
the  same  way  I would  hope  to  make  any  other 
business  pay.  I treat  advertising  as  a busi- 
ness, not  a chance.  I apply  all  the  principles 
of  business  to  it. 

C.  R.  Hamblv,  1).  1).  S. 

Tiffin,  Ohio.  Member  of  the  I).  I).  S.  Society ; 
The  Garretsonian  Dental  Society,  etc.  Author 
of  “The  .American  Dental  Instructor,”  etc. 

Dent.\l  advertising  ma}"  be  made  to  pay  in 
two  ways,  each  of  which  demands  the  use  of 
printed  matter  for  its  accomplishment.  Ad- 
vertising may  be  made  to  pay  by  departing 
from  the  present  manner  in  which  dental  an- 
nouncements appear  in  the  columns  of  the 
daily  papers,  and  substituting  therefor  an- 
nouncements, which,  instead  of  containing 
pictures  of  the  advertiser  or  specimens  of  den- 
tal work,  give  some  cogent,  straightforward 
argument  e.xpounding  the  necessity  for  proper 
attention  to  the  natural  ortjans  of  mastication. 
When  artificial  teeth  are  advertised,  concise 
statements  relating  thereto  are  easily  made 
without  the  use  of  unsightly  cuts  ; when  a cut 
is  used,  nothing  better  can  he  used  than  the 
picture  of  a pretty  woman. 

Funnyisms,  slang  e.xpressions  of  the  street, 
or  lack  of  dignity  are  not  permissible.  Poetry 
should  never  be  used. 

Artistic  display  and  high-class  typographi- 
cal composition  would  be  productive  of  a sav- 
ing of  space,  which  would  in  no  way  detract 


115 

from  the  drawing  power  of  tlu^  advertisement 
hut  would  instead  add  materially  thereto.  Ad- 
vertising demtists  use  too  much  space  and  too 
little  argument.  Short,  pithy  statements,  — 
one  idea  in  an  advertisement,  — strong  borders, 
and  frecpient  change  would  vastly  improve  the 
appearance  as  well  as  the  results  of  this  class 
of  advertising. 

From  one  half  to  two  thirds  of  the  adver- 
tisement should  he  given  to  the  heading  — if 
this  is  done,  the  advertisement  will  he  seen  by 
more  people  than  if  a cut  or  design  of  any  kind 
is  used. 

In  the  advertisements  of  dentists  in  any  of 
the  metropolitan  dailies,  we  note  at  once  that 
altogether  too  much  space  is  used  in  propor- 
tion to  the  volume  of  business  done  — an 
amount  of  space  which,  in  fact,  is  equal  to 
that  used  by  many  large  firms  doing  vastly 
more  business  than  any  dental  establishment. 
The  space  used  in  most  instances  is  from  six 
to  ten  inches,  single  column.  This  is  alto- 
gether too  much.  Three  inches  single  col- 
umn, or  two  inches  double  column  is  all  that 
should  be  used  ; properly  set  and  properly  dis- 
played either  of  these  could  not  fail  to  be 
more  productive  than  the  six  or  eight  inch 
single  column,  with  its  half  a dozen  headings, 
and  pictures  of  the  advertiser  and  artificial 
teeth.  The  usual  dental  advertisement  is  a 
jumble  of  type,  dental  cuts,  and  prices.  It 
should  be  an  instructive,  sensible  argument, 
and  should  indicate  that  the  advertiser  is  a 
person  of  skill  and  judgment,  rather  than  of 
cheap  business  methods. 

The  advertising  should  not  end  here,  but 
the  patron  should  be  made  'the  recipient  of 
printed  matter  through  the  mail,  in  which 
printed  matter  should  be  presented  such  state- 
ments as  may  be  most  appropriate.  Thus,  for 
instance,  an  individual  for  whom  bridgework 
is  to  be  inserted  or  has  been  inserted,  should 
be  presented  with  a popular  treatise  on  the 
advantages  of  bridgew'ork.  The  patron  is  in 
this  way  converted  into  an  active  advertise- 
ment of  bridgework. 


FOWLER’S  PUBLICITY 


1 16 

Only  the  more  intelligent  class  of  people 
employ  the  dentist,  and  it  is  to  this  class  of 
people  that  dentists  should  particularly  address 
themselves.  The  announcements  should  be 
of  a character  to  appeal  to  intelligent  people, 
and  they  should  be  divested  of  the  commercial 
tone  which  usually  attaches  to  them.  Com- 
mercialism robs  a profession  of  its  dignity. 

There  are,  in  the  United  States,  twenty-five 
thousand  dentists,  many  of  whom  are  des- 
perately idle  ; 3’et  there  is  work  enough  undone 
to  constantly  employ  fifty  thousand.  Onh^ 
one  fourth  of  the  population  of  this  country  is 
in  the  habit  of  seeking  dental  service,  and  of 
this  portion  many  have  no  other  work  per- 
formed than  the  removal  of  offending  teeth. 

What  is  needed  is  a systematic  manner  of 
instructing  those  who  are  accustomed  to  dental 
service  in  the  great  importance  which  attaches 
to  a proper  appreciation  of  the  necessity  for 
retaining  the  natural  teeth,  and  to  their  re- 
placement, when  lost,  by  the  most  approved 
forms  of  artificial  substitution  ; and  of  so  edu- 
cating the  masses,  which  include  the  three 
quarters  of  the  population  that  are  not  under 
dental  care,  that  they  may  become  a part  of 
the  dentists’  constituency. 

The  dentists  do  not  appear  to  fully  realize 
what  can  be  done  for  their  profession  by  in- 
stilling in  the  minds  of  the  intelligent  persons 
that  are  not  yet  aware  of  the  great  strides 
which  dentistry  has  taken,  the  facts  as  to  its 
honorable  position  among  the  liberal  profes- 
sions. Dentists  do  not  give  to  their  constitu- 
ents appropriate  information  concerning  their 
ability  to  serve  the  public.  The  public  is  not 
well-informed  as  to  the  possibilities  in  dental 
work  and  the  ease  and  comparative  freedom 
from  pain  with  which  the  modern  dentist  is 
enabled  to  perform  his  work.  Dentists  do  not 
sufficiently  understand  the  word  “ ]:)ublicity,” 
as  distingiushed  from  “ advertising.”  They 
do  not  understand  that  modest  merit  is  all  very 
well,  but  if  it  be  too  modest  the  merit  goes  for 
naught,  and  that  the  kind  of  merit  that  vaunts 
itself  occasionally  is  the  kind  that  gets  there. 


Most  of  the  good  advertising  which  is  done 
nowadays  for  advertising  dentists,  is  prepared 
for  them  by  advertisement  writers.  There  is 
none  of  this  advertising  appearing  in  any  of 
the  daily  papers  of  the  large  cities.  It  ap- 
pears only  in  cities  having  a population  of 
250,000  and  under.  We  have  learned  this 
by  observing  the  clippings  of  the  two  most 
prominent  newspaper  clipping  bureaus.  Most 
of  the  bad  advertising  appears  in  the  columns 
of  the  metropolitan  dailies. 

Ethical  dentists  consider  advertising  unpro- 
fessional because,  they  say,  it  advertises  the 
man,  while  advertising  as  practiced  by  the 
business  man,  advertises  the  goods. 

The  ethical  dentist  condqcts  his  practice 
on  conservative  lines,  does  high-grade  work 
only,  for  high-grade  people,  and  secures  for 
his  work  high  fees.  This  line  of  practice  is 
the  most  laudable,  the  most  desirable,  and  the 
most  thoroughly  professional,  because  the 
commercial  instinct  ranks  second  to  profes- 
sional ambition.  High-class  practitioners, 
even  in  the  largest  cities,  are  not  in  the  habit 
of  serving  professionally  more  than  from  300 
to  400  people  annually,  3'et  the\'  are  accus- 
tomed to  performing  for  this  number  the  very 
highest  exhibitions  of  dental  art  to  which  the 
specialty  has  attained,  and  are  thus  repaid  for 
the  comparative!}^  small  number  of  persons 
for  whom  they  work. 

Reputation,  attained  by  superior  skill  and  a 
high  order  of  professional  attainment,  enables 
one  dentist  to  attract  a veiy  desirable  clientele. 
To  successful^  retain  such  a clientele  de- 
mands eternal  vigilance  and  the  ahilit\’  to 
successfully  kee[)  pace  with  all  that  is  repre- 
sentative in  a rapid!}'  advancing  science.  To 
do  this  demands  the  employment  of  some 
medium  by  which  the  dentist  may  keep  in 
touch  with  his  clients,  and  by  so  doing  keep 
them  conyersant  with  the  advance  of  dental 
science,  and  of  the  part  which  he,  their 
dentist,  is  playing  in  that  adyance.  This 
demands  the  use  of  ju'inter’s  ink.  Many 
shrewd  dentists  are  in  the  habit  of  conforming 


(; R EAT  SUCCKSSIAS 


to  the  requirements  herein  outlined  hut  they 
do  not  do  so  hy  use  of  printed  matter  tliat  is 
worth  more  tlnin  tlie  merest  casual  notice. 

Whatever  printed  matter  they  present  to 
their  clients  should  be  not  only  worth  read- 
ing, hut  worth  keeping.  It  should  be  so 
printed  and  hound  that  it  can  be  used  for 
reference.  When  an  important  or  timely 
article  is  contributed  to  the  literature  of  his 
profession,  he  should  send  reprints  of  the 
same  to  his  clients,  that  the}'  may  have  a 
sample  of  his  quality,  and  as  an  indication  of 
his  position  as  a progressive  practitioner. 

All  the  stationery,  bill  and  note-heads,  pro- 
fessional and  appointment  cards  should  be  of 
the  very  best  quality,  and  artistically  printed. 
Engraving  should  be  preferred  in  every  in- 
stance where  its  employment  is  practicable. 

There  is  no  better  advertisement  for  a den- 
tist than  to  be  really  well  dressed  at  all  times, 
and  to  have  an  office  completely  equipped  with 
up-to-date  paraphernalia. 

Day  & Martin,  Limited 

London  and  Liverpool,  England,  Makers  of  Black- 
ing. By  J.  Dear,  Manager. 

We  made  our  advertising  pay  by  advertis- 
ing. We  began  to  advertise  when  we  began 
to  do  business. 

Our  first  advertising  was  the  painting  of 
black  letters  on  a whitewashed  background 
on  the  dead  walls  of  the  English  cities. 

Since  Day  & Martin’s  Blacking  was  first 
made  it  has  been  said  in  public  print  that  we 
have  expended  in  advertising  for  our  blacking 
and  other  similar  articles,  a sum  sufficient  to 
pay  the  national  debt.  We  neither  affirm  nor 
deny  this  statement,  but  are  willing  to  admit 
that  our  advertising  pure  and  simple  has  cost 
us  many  hundred  thousands  of  pounds. 

We  have  through  bill-posting,  wall  paint- 
ing, newspaper,  and  other  periodical  adver- 
tising, introduced  our  blacking  into  every 
civilized  country. 

It  was  our  idea  to  make  “ Dav  & Martin  ” 


117 

stand  for  “ Blacking.”  To  make  it  synony- 
mous with  the  compound.  To  make  people 
think  of  Day  & Martin  when  they  saw  the 
word  “ Blacking,”  and  to  make  “ Day  & 
Martin”  always  stand  for  “ Blacking.” 

We  have  made  our  advertisements  very 
brief,  and  have  almost  invariably  used  illus- 
trations of  our  bottles,  it  being  our  opinion  that 
the  bottle  has  an  identity  of  its  own,  and  that 
that  identity  should  be  increased  to  the  great- 
est possible  extent. 

We  do  our  own  printing,  and  calculate  to 
use  the  same  styles  of  labels  and  other  printed 
matter  year  in  and  year  out,  it  being  our  im- 
pression that  the  form  of  a good  thing  should 
never  be  changed  unless  decided  improvement 
is  needed,  and  that  it  pays  to  sell  the  same 
blacking,  in  the  same  bottle,  with  the  same 
label,  in  order  that  each  condition  by  its  own 
identity  shall  assist  the  identity  of  the  other 
condition. 

We  do  our  business  entirely  through  whole- 
sale dealers,  and  not  through  agents. 

Our  advertising  is  simply  intended  to  keep 
our  name  before  the  public,  and  to  convince 
the  public  of  the  quality  of  our  blacking. 

We  do  not,  in  our  advertising,  admit  the 
existence  of  competition ; we  neither  speak 
for  nor  against  other  blacking  manufacturers. 
We  sell  only  our  own  blacking,  and  it  is  our 
business  to  tell  about  that  which  we  make  our- 
selves, and  not  to  bother  ourselves  about  other 
people’s  blacking. 

Although  our  blacking  is  tbe  oldest  on  the 
market  and  is  known  all  over  the  world,  we 
find  it  necessary,  or  at  least  we  think  it  is 
desirable  to  continue  the  advertising  of  it,  for 
we  propose  to  do  as  much  business  with  the 
coining  generation  as  we  did  with  the  past. 

We  believe  that  advertising  is  an  educa- 
tional medium,  as  well  as  a method  of  pro- 
ducing direct  sales. 

We  believe  that  the  man  who  has  something 
to  sell  should  advertise  it,  first,  to  make  people 
buy  it ; second,  to  make  people  keep  buying 
it. 


ii8 


FOWLER’S  PUBLICITY 


C.  Dorllinger  & Sons 

New  York,  N.  Y.,  “ Dorilinger’s  American  Cut 
Glass.”  By  William  F.  Dorflinger. 

From  1852,  the  year  we  started  in  business, 
until  1888,  the  glass  we  manufactured  was 
sold  to  certain  dealers,  and  we  were  not  known 
to  the  public  at  all.  It  is  true  that  we  had 
some  reputation  for  a class  of  druggists’  ware, 
and  our  name  was  identified  with  a line  of 
high-grade  shelf  and  show  bottles,  but  in  the 
cut  glass  business  we  were  rarely  heard  of, 
and  “ we  sneezed  when  the  dealers  took 
snuff,”  so  to  speak. 

For  many  years  we  manufactured  a high- 
grade  of  cut  glass,  and  a great  deal  of  it  was 
sold  as  English  ware.  There  were  no  marks 
on  it  in  the  way  of  labels,  and  it  is  a well- 
known  fact  that  some  dealers  sold  English 
table  ware  made  in  Brooklyn,  while  a rank  lot 
of  stuff  imported  from  Germany  and  Bohemia 
was  modestly  called  American  or  domestic 
glass.  In  1888  we  declared  our  independence, 
and  gave  notice  that  thereafter  our  ware  should 
be  known  as  our  ware.  YVe  put  labels  on 
each  piece,  and  we  began  to  advertise  Dor- 
fiinger’s  American  Cut  Glass.  Some  of  the 
dealers  protested,  others  threatened,  and  some 
said  nothing  but  took  the  labels  off  when  they 
got  the  goods  home.  We  antagonized  quite 
a few  firms  that  had  been  dealing  with  us,  and 
would  have  liked  to  continue  dealing  with  us 
and — making  their  own  prices. 

The  effect  of  the  advertising,  however,  was 
to  bring  to  us  new  customers,  people  who  had 
never  heard  of  us  hut  who  were  glad  to  get 
glass  direct  from  a manufacturer.  They  did 
not  object  to  the  trade-mark  labels,  they  were 
rather  glad,  in  fact,  to  have  them  on,  to  show 
that  they  were  selling  the  glass  that  was  ad- 
vertised. In  course  of  time,  the  ohjection  to 
the  branding  of  the  ware  died  out,  and  we 
know  of  but  one  or  two  cases  now  in  which 
the  labels  are  removed,  and  the  reason  in  these 
cases  is  that  the  firms  desire  to  sell  the  glass 
as  their  own  and  not  as  some  maker’s. 


The  result  of  our  advertising  has  been  that  our 
name  is  known  from  ocean  to  ocean.  W e have 
been  fortunate  in  being  able  to  keep  up,  and 
even  improve  the  quality  of  our  ware,  so  that 
whoever  is  induced  to  huy  it  does  not  regret  it. 
Dealers  to-day,  all  over  the  United  States,  buy 
our  ware,  not  only  because  it  is  as  good  as  or 
better  than  they  can  get  elsewhere,  hut  because 
it  sells  itself.  If  they  show  a piece  as  Dor- 
flinger’s  Cut  Glass,  the  buyer  assumes  famil- 
iarity with  it,  whether  he  should  or  not,  because 
the  name  is  familiar  to  him. 

Our  advertising,  followed  as  it  was  by  that 
of  other  American  manufacturers,  has  drawn 
attention  to  the  peculiar  excellence  of  Ameri- 
can cut  glass,  and  to-day  very  little,  if  an}', 
richly  cut  glass  is  imported.  Dealers  who,  a 
few  years  ago,  would  have  denied  possession  of 
domestic  cut  glass,  now  hold  it  up  to  the  light 
and  praise  its  beauties.  The  fact  is  that  the 
best  cut  glass  in  the  world  is  made  in  this 
country,  if  for  no  other  reason  than  that  we 
have  the  best  and  purest  form  of  silica  right 
at  our  doors,  and  it  only  needed  “ calling  a 
spade  a spade  ” to  establish  the  fact  that  we 
had  at  home  better  glass  than  could  be  brought 
from  abroad. 

Holmes  & Edwards  Silver  Com- 
pany 

Bridgeport,  Conn.,  Maker  of  Silverware.  By  the 
Manas’er. 

Successful  publicity  brings  definite  re- 
turns : Dollars  and  cents. 

Advertising  must  be  : 

1.  Continued  — A man  or  advertisement  is 
soon  forgotten.  To  be  forgotten  commercially 
is  death.  Constant  dripping  wears  away  stony 
forgetfulness,  and  keeps  impressible  the  un- 
mindful. “ Bringing  to  remembrance  ” is  the 
idea.  Advertising  is  cumulative. 

2.  Definite  — One  thing  at  a time.  Some- 
one has  said,  “Aim  at  a target.  Aim  a little 
higher.  Better  miss  a target  aiming  high. 


(iREAT  SUCCESSES 


tlian  aim  at  nothinff  and  liil  it  every  time.” 
Let  language  he  simple  and  condensed  in 
form. 

3.  Clean  — Let  him  who  runs  read.  No 
one  should  read  a second  time.  Ideas  are 
conveyed  to  brain  cells  hy  lightning  Hashes. 
We  know  hy  what  we  see  clearly. 

4.  Attractive  — Attractiveness  is  the  “ Frank- 
lin's key  ” that  catches  the  lightning  flashes. 
The  eve  is  the  transmitter  conveving  the  favor- 
able impression.  The  brain  is  the  storage 
batteiy  which  operates  the  purse-strings  at 
proper  intervals.  Illustrations  are  windows, 
letting  in  light.  Adapt  illustrations,  as  you 
would  windows  to  a dwelling  or  factory. 
Avoid  too  much  light. 

5.  Recognized  by  salient  points  — These 
may  differ  according  to  the  articles  advertised. 
At  any  rate,  keep  the  name  of  the  article 
prominently  displayed  ; also  the  name  of  the 
advertiser  and  where  he  is  to  be  found  ; and 
possibly  the  price  and  attending  trade-marks 
or  peculiarity  of  design  or  dress. 

Adopt  mediums  best  suited  to  the  article  to 
be  presented,  and  classes  to  be  reached. 

Don’t  advertise  refrigerators  in  Greenland, 
or  fur  robes  in  the  Equator. 

Secure  some  reliable  advertising  agent  to 
advise  you.  Trust  him  as  you  w'ould  your 
doctor  or  lawver. 

American  Hair-Cloth  Company 

Pawtucket,  K.  I.  By  Charles  E.  Pervear,  Agent. 

Our  hair-cloth  has  taken  the  forefront  for 
interlinings,  stiffenings,  and  facings  because 
of  its  unusual  merits  already  known  to  a great 
many  persons,  but  which  we  have  more  fully 
introduced  to  thousands  of  jobbers,  retail- 
ers, merchant-tailors,  dressmakers,  and  ladies, 
through  the  medium  of  those  magazines  and 
papers  which  we  thought  would  be  most 
largely  circulated  among  each  class. 

We  have  taken  pains  to  set  forth  the  genu- 
ineness of  our  goods,  of  what  they  are  made, 
their  durability  and  general  fitness  for  their 


119 

particular  purpose  ; and  we  consider  that  we 
acted  wisely  in  so  doing,  for  many  persons 
were  unaware  of  what  real  hair-cloth  was 
made  and  had  been  buying  different  materials 
called  hair-cloth,  which  were,  in  fact,  imita- 
tions, and  hair-cloth  in  name  only.  We  are 
of  the  opinion  that  advertising  opened  a good 
many  eyes  and  brought  people  to  the  realiz- 
ing sense  that  they  must  be  more  particular  to 
see  that  they  received  just  such  material  as 
they  had  intended  to  buy. 

While  we  have  always  spoken  of  the  merits 
of  our  goods,  we  have  made  it  a rule  to  let 
the  demerits  of  other  goods  speak  for  them- 
selves. 

Londonderry  Lithia  Spring  Water 
Company 

Nashua,  N.  H.  By  C.  S.  Collins,  M.  D.,  Presi- 
dent. 

A^ou  ask  how  I have  made  advertising  pay. 
This  is  a question  which  could  only  be  an- 
swered by  accounting  for  myself  during  every 
waking  moment  of  the  past  eight  years. 
During  all  this  time  I have  applied  myself 
soul  and  body  to  the  work  of  convincing  the 
people  that  I have  something  which  they 
should  not  only  know  of,  but  believe  in.  I 
have  succeeded  to  some  extent,  but  am  just  as 
earnest  in  my  work  as  when  I wrote  the  first 
advertisement  of  “ Londonderry  ” for  the  old 
Boston  Traveller. 

I do  not  deem  it  improper  to  say  that  during 
the  existence  of  this  corporation,  I have  con- 
ceived and  written  every  advertisement  which 
has  seen  the  light.  This,  of  course,  does  not 
mean  that  I have  done  the  artistic  work. 

That  it  has  paid  to  write  and  publish  these 
advertisements  is  admitted.  How  and  why 
it  has  paid  are  difficult  questions.  In  the  first 
place,  I have  tried  to  he  honest  with  the 
people  ; if  I claimed  to  cure  any  disorder,  the 
claim  was  backed  by  reasons,  and  the  full 
basis  of  the  claim  was  given.  It  is  all  very 


120 


FOWLER’S  PUBLICITY 


easy  to  flash  a meteor  upon  the  public  gaze, 
but  the  public  is  not  a fool.  In  the  two  hun- 
dred years  it  has  used  this  water,  it  has  come 
to  pretty  definite  notions  of  its  value. 

If  I claim  impossible  powers  for  it,  the  pub- 
lic will  soon  discover  it  and  discredit  my  next 
statement — -which  may  be  true. 

Every  successful  advertiser  must  have 
enough  merit  behind  his  goods  to  convince 
people  that  he  is  not  selling  a humbug. 
Beautiful  pictures  and  high-sounding  claims 
will  pay  for  a day,  but  in  the  end  there  is  a 
day  of  reckoning. 

In  the  second  place,  I have  carefully  se- 
lected my  mediums.  It  may  be  well  to  state 
that  each  year  has  found  me  drifting  out  of 
write-ups,  billboards,  church  fairs,  theatre 
programs,  etc.,  into  a higher  and  higher  class 
of  publications.  This  discrimination  is  the 
result  of  the  most  careful  and  painstaking 
study  and  experiment. 

The  man  who  sells  a twenty-five  cent  arti- 
cle ma}^  have  had  a different  experience,  but 
the  only  door  open  to  the  rich  whom  we  must 
always  reach,  is  through  the  high-class  maga- 
zines, the  weekly  illustrated  sheets,  and  the 
daily  papers.  It  is  from  these  alone  that  we 
hope  for  profitable  returns. 

Every  large  city  in  America  has  one  or 
more  daily  papers  which  go  to  the  best  fami- 
lies ; in  these  we  never  fail  to  make  adver- 
tising pay,  and  this  is  the  proof  of  the  above 
statement. 

We  could  go  into  the  details  regarding  size 
of  advertisements,  sRle  of  composition,  etc., 
hut  everybody  sees  our  advertisements  and 
knows  our  style.  We  have  no  money  to  lose 
on  small,  stingy  advertisements. 

We  have  a story  which  the  public  should 
read  : it  must  be  large  enough  to  attract  the 
eye,  easy  to  comprehend,  convincing,  and 
truthful.  With  a good  position,  a good  paper 
or  magazine  does  the  rest. 

The  man  who  advertises  boldly,  persistently, 
judiciously,  and  honestly,  will  not  he  found 
wearing  his  summer  clothes  in  January. 


Murphy  Varnish  Company 

Newark,  N.  J.  Hy  Hon.  Franklin  Murphy,  Presi- 
dent. 

I AM  requested  to  tell  “ I low  I made  adver- 
tising pay.”  As  I undertake  to  answer  this 
question  I find  another  presents  itself — ■ “ Have 
I made  advertising  pay?”  I confess  that  if  I 
was  required  to  furnish  proof  that  general  ad- 
vertising in  newspapers  and  magazines  has 
paid  the  company  whose  advertising  I have 
directed,  it  would  be  difficult  to  do  so.  If 
there  is  any  business  farther  away  from  the 
general  public  than  the  varnish  business,  it 
has  not  been  brought  to  my  attention  up  to 
this  time.  The  customers  for  varnish  are  rail- 
way people,  carriage  builders,  piano  manu- 
facturers, cabinet  makers,  house  painters, 
decorators,  etc.,  and  they  number,  all  told, 
less  than  one  per  cent  of  the  population. 

The  general  public  knows  very  little  about 
varnish  and  cares  very  little  about  it.  It  is 
not  often  that  a customer  for  a carriage  or  a 
piano  or  a piece  of  furniture  inquires  whose 
varnish  has  been  used  on  these  articles.  It  is 
difficult  to  establish  a reputation  for  varnish 
with  the  general  public  that  will  have  any 
effect  on  varnish  buyers,  when  the  varnish 
buyers  know  that  the  general  public  can’t  by 
any  possibility  understand  the  difference  be- 
tween one  varnish  and  another.  This  condi- 
tion of  things  is  so  generally  recognized  hy  the 
varnish  trade  that  no  attempt  has  heretofore 
been  made  by  any  varnish  manufacturer  to 
advertise  his  products  iu  a general  way. 

It  did  not  take  long  for  the  IMurphy  Varnish 
Company  to  learn  that  newspaper  advertising 
was  practically  useless,  and  after  a careful 
experiment  (extending  over  a field  sufficiently 
large  to  give  an  intelligent  result)  efforts  in 
that  direction  were  abandoned. 

Advertising  in  the  magazines  has  been  con- 
tinued now  for  some  years,  and  without  being 
able  definitely  to  measure  the  results,  I am 
under  the  inqu'ession  that  it  has  iq'ion  the 
whole  been  profitable.  I cannot  say  that  the 


GREAT  SUCCESSES 


I2I 


percentage  of  increase  in  our  sales  has  been 
irreater  than  it  was  before  we  began  advertis- 
ing,  nor  can  I sav  upon  the  otlier  liand  tliat 
the  increase  would  have  been  what  it  has  been 
in  recent  years  if  the  advertising  bad  not  been 
done.  The  impression  I speak  of  amounts 
practically  to  a personal  conviction  ; but  the 
conviction  in  this  instance  is  not  the  only  one 
that  cannot  be  sustained  by  tangible  proofs. 
There  is  no  doubt  that  the  advertising  has 
made  the  concern  known  to  the  general  public 
as  it  could  not  have  been  known  in  any  other 
way  and  this  has  been  of  service  to  our  sales- 
men in  their  work. 

Whatever  of  value  it  has  bad  may,  I think, 
be  attributed  first,  to  the  careful  selection  of 
mediums,  and  second,  to  the  somewhat  exxep- 
tional  care  taken  in  the  preparation  of  cop3^ 
We  have  bad  an  unusual  article  to  advertise ; 
we  have  felt  that  it  must  be  talked  about  in  a 
somewhat  unusual  way.  The  copy,  when 
prepared,  is  subjected  to  strict  but  friendly 
criticism  and  is  then  set  up  in  our  own  print- 
ing office,  care  being  taken  in  the  selection  of 
type,  in  punctuation  and  paragraphing,  and 
printed  copy  is  sent  from  the  office  which  is 
required  to  be  strictly  followed.  The  work 
perhaps  might  have  been  better  done — it 
could  not  have  been  done  with  more  patience 
or  care. 

What  I have  said,  of  course,  refers  to  news- 
paper and  magazine  advertising.  In  view  of 
the  comparatively  small  number  of  varnish 
buyers  it  was  found  profitable  in  the  early 
da^'s  of  the  business  to  reach  our  customers, 
or  intended  customers,  by  all  sorts  of  what 
may  be  called  fanc}^  advertising.  Show-cards, 
pamphlets,  circulars,  bric-a-brac  of  all  kinds, 
were  used  freely.  This  advertising  paid  be- 
yond a question.  It  was  used  to  accomplish 
a certain  purpose,  and  was  then  discontinued. 

I regret  that  I am  not  able  to  speak  in  a 
more  confident  manner  of  our  success  with 
newspaper  and  magazine  advertising.  If  I 
do  not  do  so,  however,  it  is  not  because  my 
faith  is  not  greater  than  my  experience.  Var- 


nish, while  a manufactured  product  in  itself, 
is  raw  material  to  the  man  who  buys  it,  and 
consumers,  as  1 have  already"  stated,  are  com- 
paratively few.  ' But  of  the  jiositive  advantage 
of  liberal  advertising  of  all  kinds  of  business 
that  appeal  for  patronage  to  the  general  pub- 
lic, there  is  no  more  doubt  in  my  mind  than 
there  is  of  the  rise  and  fall  of  the  tides.  Nor 
is  there  any  doubt  as  to  the  method  to  be  pur- 
sued to  insure  success. 

In  the  nature  of  things  a manufacturer  or  a 
store-keeper  cannot  be  a master  of  the  science 
of  advertising  any  more  than  a professor  of 
advertising  can  hope  to  be  a master  of  the 
intricacies  of  modern  business  methods.  No 
man  can  hope  to  succeed  in  advertising  who 
does  not  bring  to  his  assistance  the  resources 
and  experience  of  those  who  make  advertis- 
ing a profession.  The  selection  of  the  medi- 
ums, the  preparation  of  the  copy,  and  its 
presentation  to  the  public,  are  all  departments 
of  an  art  that  has  grown  to  be  a science  — a 
science  which  must  be  availed  of  by  the  ad- 
vertiser if  he  expects  the  largest  results. 

The  Globe  Company 

Cincinnati,  Ohio,  “Business  Furniture.”  By  J.  E. 

Blaine,  Treasurer. 

In  the  advertising  of  The  Globe  Compan}^ 
simple  and  common  sense  methods  have  been 
used  ; possibly  very  much  the  same  as  have 
been  used  by  others  who  will  send  you 
letters. 

It  is  assumed,  as  appears  by  the  wording 
of  }mur'enquiry,  that  The  Globe  Company  has 
made  advertising  pay,  and  its  liberal  patron- 
age for  man^"  years  of  the  highest  priced  ad- 
vertising mediums  is  sufficient  evidence  as  to 
the  correctness  of  your  assumption  ; to  this 
evidence,  however,  is  added  the  testimony  of 
its  officers  that  The  Globe  Company  has  at- 
tained a publicity,  in  not  only  this,  but  in  all 
the  countries  of  the  globe,  that  could  not  have 
been  acquired  except  through  a s}^stem  of 
liberal  and  judicious  advertising. 


12  2 


FOWLER’S  PUBLICITY 


In  the  selection  of  the  papers  and  periodi- 
cals in  which  this  Company’s  advertisements 
have  appeared,  sound  business  judgment  has 
been  used  and  a preference  always  given,  re- 
gardless of  cost,  to  those  mediums  whose 
quality,  irrespective  of  quantity  (a  very  im- 
portant consideration  in  these  days  of  great 
circulations),  commended  them  as  reaching 
the  class  of  people  that  would  be  probable 
buyers  of  its  goods. 

In  contracting  for  space,  the  publisher  has 
not  had  imposed  on  him  the  task  of  preparing 
advertising  matter:  the  transaction  has  been 
treated  as  one  through  which,  for  a contract 
price.  The  Globe  Company  acquired  for  its 
own  use  and  to  the  full  extent  of  the  journals 
circulation,  a specified  amount  of  space  in 
each  issue  ; only  this  and  nothing  more.  The 
preparation  of  the  matter,  the  timeliness  of  its 
appearance,  and  the  attractiveness  of  the  fin- 
ished advertisement,  — - essentials  in  securing 
good  results,  — have  had  the  thought  and 
consideration  that  could  not  be  intelligently 
given  by  the  publisher,  or  any  other  than 
one  thoroughly  familiar  wfith  Globe  goods 
and  the  class  of  people  for  w'hom  they  are 
intended. 

All  advertisements,  therefore,  however  small, 
have  been  written,  put  in  type  and  fully  com- 
pleted, even  to  the  approving  of  the  electro- 
type in  The  Globe  Company’s  advertising  bu- 
reau, and  only  the  finished  electrotype  sent  to 
the  publisher;  the  descriptive  matter  has  been 
made  brief  and  dignified  ; the  motto  “ Globe 
goods  are  the  standard  for  high  quality  ” has 
been  given  prominence,  and  all  slang  and 
catch-phrases  avoided ; plain  but  handsome 
type  has  very  generally  been  used,  supple- 
mented occasionally  by  engraved  lettering  and 
the  free  use  of  illustrations  of  the  articles  ad- 
vertised, the  display  being  made  as  attractive 
as  the  character  and  size  of  the  advertisement 
would  permit. 

Only  through  an  oversight  has  an  adver- 
tisement been  permitted  to  appear  in  the  same 
journal  more  than  twice,  and  for  the  second 


time,  if  at  all,  in  not  less  than  six  months 
after  its  first  appearance. 

Intermittent,  spasmodic,  and  scattering  ad- 
vertising has  found  no  favor  with  The  Globe 
Company.  After  deciding  to  use  a journal, 
steady  effort  has  been  made  to  secure  the  best 
results,  advertisements  have  appeared  regu- 
larly in  each  issue  and  the  cumulative  theory 
fully  tested  through  a period  of  at  least  twelve 
months. 

In  addition  to  its  journal  advertising.  The 
Globe  Company  has  used  the  United  States 
mails  very  freely  in  distributing  each  month, 
among  classes  that  promised  to  be  possible 
buyers  of  its  goods,  large  numbers  of  circulars, 
booklets,  and  other  advertisincr  matter  ^rotten 
up  in  a most  attractive  form.  In  preparing 
this  matter  anything  and  any  kind  of  paper 
have  not  been  considered  “ good  enough.” 
A first  quality  paper  generally  in  popular 
tints,  has  been  used  and  the  reading  matter, 
illustrations,  and  timeliness  of  its  distribution 
have  had  the  same  careful  attention  in  eveiy 
respect  that  has  been  given  the  preparation  of 
advertising  matter  for  the  highest  priced  peri- 
odical. We  take  a pardonable  pride  in  the 
knowledge  that  during  the  past  year  many 
large  advertisers  have  asked  permission  to  fol- 
low the  st3de  used  by  The  Globe  Company  in 
the  preparation  of  its  circulars. 

Advertisements  bring  to  The  Globe  Com- 
pany not  only  orders  for  goods  but  requests 
for  catalogues  and  enquiries  respecting  speci- 
fied articles  ; and  frequently  a sale  is  consum- 
mated onl)'  at  the  expense  of  an  extended  cor- 
respondence. Immediately  upon  receipt  of 
these  requests  and  enquiries  they  are  referred 
to  correspondence  bureaus  where  the}^  are 
given  prompt  attention,  indexed,  and  filed  for 
future  reference. 

These  bureaus  are  in  charge  of  men  of  af- 
fairs ; men  familiar  with  all  the  products  of 
The  Globe  Company  and  thoroughly  compe- 
tent to  handle  the  ciueslions  constantly  arising. 
Through  their  intelligent  efforts,  the  enquiries 
secured  through  adyertising  are  followed  up 


C;RK/Vr  SUCCKSSKS 


ill  a way  that  appears  to  tliein  most  expedient 
and  <>enerallv  leads  to  a successful  and  satis- 
factory  couclusiou. 

Courtesy  and  dignity  have  characterized  all 
personal  intercourse  and  correspondence  with 
prospective  buvers  ; misrepresentations  either 
as  to  quality  or  price  have  been  strictly  avoided ; 
fair  and  liberal  dealing  has  been  the  uniform 
policy,  and  the  addition  of  a new  name  to  The 
Globe  Company’s  long  list  of  customers  has 
invariably  resulted  in  its  further  publicity 
through  the  testimony  of  the  new  customer 
that  “ Globe  goods  are  the  standard  for  high 
quality.” 

Palmer’s  Theatre 

New'  York,  N.  Y.  By  A.  M.  Palmer,  Proprietor. 

A MANAGER  ill  the  concluct  of  his  business, 
must  consider  advertising,  but  his  relations  to 
the  public  are  so  different  from  those  of  the 
tradesman  in  general  that,  while  it  is  not  the 
least  important  consideration,  it  is  more  a 
statement  of  results  than  a cause  of  results. 
He  has  months  of  labor,  care,  and  expense  to 
insure  a success  ; he  can  then  only  announce 
what  he  has  in  readiness,  taking  care  that  his 
promises  are  facts,  and,  after  production,  it  is 
his  good  fortune  if  he  can  print  words  of  public 
approbation.  The  public  can  never  be  de- 
ceived by  a theatrical  advertisement. 

It  is  certain  that  in  the  commercial  world 
the  advertisement  often  constitutes  almost  the 
entire  stock  in  trade  — whether  it  be  a patent 
medicine,  a mythical  gold  mine,  or  a great 
shop.  The  deaf  are  appealed  to  by  means  of 
toys  of  no  value  whatever  that  promise  to  re- 
store the  hearing ; rheumatics  are  offered  a 
hundred  nostrums,  etc.,  etc.  •,  without  the  adroit 
advertising  they  would  gain  not  even  a tempo- 
rary recofrnition.  If  the  scheme  or  article  that 

w o 

is  offered  is  transparently  valueless,  great  sums 
may  be  spent  in  advertising  without  the  return 
of  a single  cent.  It  is  a case  of  advertising 
nothing.  This  is  impossible  to  the  theatrical 
manager,  — if  he  is  a man  of  judgment. 


I 23 

There  is  a degree  of  publicity  about  the 
theatre  that  is  not  enjoyed  hy  any  other  busi- 
ness. If  a man  buys  a coat  it  is  an  individual 
matter;  if  he  sees  a play  he  shares  it  with 
many  others,  and  it  is  a natural  part  of  his 
enjoyment  to  communicate  to  others  what  he 
has  seen.  The  best  plays  are  written  by  men 
who  are  already  known,  and  may  come  from 
the  capitals  abroad  with  the  stamp  of  success, 
be  acted  b}'  actors  of  great  celebrity,  etc. 
Thus,  there  are  enormous  elements  of  pub- 
licity in  theatrical  ventures.  It  needs  only  a 
suggestion  to  make  this  clear. 

Publicit}' ! It  is  as  much  as  a manager 
can  do  to  keep  his  plans  from  being  divulged 
long  before  he  is  ready  to  make  his  announce- 
ments. There  are  other  sources  through 
which  theatrical  news  reaches  the  public  than 
the  regular  advertising  column,  but  properly 
speaking,  they  are  beyond  his  control,  and  to 
a certain  extent  they  should  be ; that  is  to 
say,  he  can  only  ask  that  such  news,  which 
the  public  is  anxious  to  read,  be  confined  to 
facts.  When  it  comes  to  advertising  proper, 
the  principle  that  has  always  governed  me  is 
to  give  the  facts  with  all  required  fulness.  In 
a large  city  like  New  York,  the  problem  is 
one  of  expense,  which  cannot  be  dispropor- 
tioned  to  the  business.  So  much  money  can 
be  used  for  advertising,  and  no  more.  The 
schedule  of  advertising,  amount  of  space  in 
each  paper,  etc.,  are  determined  and  so  re- 
main with  little  or  no  change.  I speak  only 
of  the  theatrical  column.  I do  not  believe  in 
trick  advertising.  Of  course  good  taste  and 
judgment  are  required  to  so  arrange  the  let- 
tering of  the  advertisement  in  its  limited  space 
as  to  make  it  prominent  or  telling.  The  word- 
ing is  also  important,  and  it  requires  some 
experience  to  write,  in  its  most  effective  form, 
a good  advertisement. 

All  things  considered  the  manager  is  the 
most  liberal  advertiser.  He  cannot  choose 
his  time,  he  must  be  constant ; whether  he 
makes  money  or  loses  money,  he  pavs  a cer- 
tain percentage  of  the  assumed  profits  of  his 


FOWLER’S  PUBLICITY 


124 

business  to  the  Press.  I assuredly  think  that 
he  meets  his  obligation  to  the  Press,  from 
every  point  of  view,  whether  business  or 
courtesy  may  be  urged. 

Excessive  advertising  may  easily  injure  the 
business  of  a play.  There  are  some  plays 
so  filled  with  detail,  — spectacular  pieces  for 
example,  — that  more  than  ordinary  space  is 
required  to  present  the  facts.  The  form  of 
advertisement  long  in  use  in  the  London 
Times  and  other  London  papers,  I have 
always  regarded  as  admirable.  If  the  adver- 
tisement is  a long  one,  the  simple  facts  are 
repeated  in  duplicated  lines  arranged  in  at- 
tractive form.  One  London  manaijer  some 
years  ago  adopted  the  method  of  using  his 
space  for  what  he  chose  to  write  concern- 
ing his  production,  — in  combatting  criticism, 
etc.  ; that  is,  stating  his  side  of  the  case.  I 
am  sure  that  the  best  way  is  to  leave  all  that 
to  the  regular  course  of  criticism  and  public 
opinion. 

Finally,  I may  say  that  of  all  methods  of 
reaching  the  public  the  newspapers  are  by  far 
the  best  — but  to  that  expense  must  be  added 
what  is  technically  known  as  “ paper.” 

Windsor  Hotel 

Denver,  Col.  ByJ.  A.  Wiggin,  Manager. 

I TAKE  pleasure  in  giving  you  a brief  syn- 
opsis of  what  I think  constitutes  successful 
publicity  in  regard  to  hotel  advertising. 

My  idea  is  to  select  absolutely  the  best  pub- 
lications, and  insert  a neat  and  attractive  ad- 
vertisement calling  attention  to  the  advantages 
of  the  line  of  business  advertised.  My  ex- 
perience in  advertising  hotels  is  that  magazine 
advertising  is  veiy  effective  although  a little 
expensive  for  any  but  a first-class  hotel  lo- 
cated in  a large  city.  For  ordinary  houses, 
the  daily  papers  and  country  press  answer 
the  purpose  admirably.  This  should  be  sup- 
plemented by  well-written  and  well-printed 
booklets  embellished  with  attractive  illustra- 
tions. 


For  the  Windsor  we  have  also  derived  bene- 
fit from  an  edition  of  “ Call  sheets  ” which  we 
have  issued,  and  distributed  all  over  the  coun- 
try to  be  placed  on  hotel  counters  and  used 
by  guests  desiring  to  be  called  at  any  time 
in  the  morning.  We  have  also  been  well  ad- 
vertised through  the  medium  of  ’phone  pads, 
which  we  have  given  wide  distribution  among 
business  houses,  hotels,  and  other  establish- 
ments for  use  on  telephones. 

Pope  Manufacturing  Company 

Hartford,  Conn.,  Boston,  Mass.,  New  York,  N.  Y., 
“ Columbia  Bicycles.”  By  Colonel  Albert  X. 
Pope,  President,  and  Founder  of  American 
Bicycle  Industries. 

The  value  of  advertising  is  universally  con- 
ceded, and  yet  it  is  well  known  that  a great 
deal  of  the  money  expended  in  this  line  of 
work  is  ineffective.  The  point  is,  how  shall 
we  advertise  so  as  to  reap  the  greatest  benefit. 

The  arrangement  of  matter  should  be  such 
as  to  attract  attention,  and  so  terse  as  to  hold 
one’s  interest  long  enough  to  impress  upon  the 
mind  the  name  of  the  article,  its  use,  and  its 
cardinal  qualities. 

Some  advertising  agents  owe  their  success 
to  the  use  of  rugged  and  oftentimes  incorrect 
English,  but  I do  not  like  that  kind.  They 
seek  only  for  such  expressions  as  will  catch 
the  eye  by  their  unique  appearance  and  awaken 
a desire  to  examine  the  matter  more  closely. 

Advertising  statements  should  be  honest : it 
is  a mistake  to  claim  better  qualities  than  the 
customer  will  find  on  inspection.  The  major- 
ity of  people  prefer  to  buy  of  those  who  can 
be  relied  upon.  It  would  add  greatly  to  the 
value  of  advertising  if  the  public  could  feel 
sure  that  statements  were  facts,  nor  would 
this  condition  interfere  at  all  with  the  free  ex- 
ercise of  ingenuity  in  attracting  attention. 

The  subject  matter  having  been  decided 
upon,  the  next  inqiortant  consideration  is 
through  what  channels  we  can  reach  the 
greatest  possible  number  of  buvers.  In  some 


G R K AT  SUCCESSES 


125 


branches  of  trade  the  effectiveness  of  any  one 
line  of  advertising  can  he  fairly  well  estimated 
hv  keeping  an  account  of  the  business  secured 
through  each  publication.  In  other  trades  it  is 
practically  impossible  to  delinitely  determine 
even  the  approximate  value  of  some  publica- 
tions which  have  the  reputation  of  being  the 
best  mediums. 

A little  experimenting  is  of  great  assistance 
in  testing  such  a point  as  this,  and  each  ad- 
vertiser must  learn  this  for  himself.  If  you 
want  to  get  the  best  results,  always  tell  the 
truth.  If  one  has  not  had  much  e.xperience 
in  placing  goods  before  the  public,  he  should 
by  all  means  consult  one  who  has,  and  who 
makes  it  his  profession. 

Judicious  advertising  pays. 

Michigan  Central  Railroad 

Chicago,  111.  By  0.  W.  Ruggles,  General  Passen- 
ger and  Ticket  Agent. 

I THINK  that  my  experience  in  advertising 
does  not  differ  materially  from  that  of  any 
other  general  passenger  agent  who  has  seen 
an  equal  length  of  service  with  an  important 
line.  I cannot  claim  to  he  an  expert  in  this 
line  as  a specialty,  it  being  of  necessity  but 
one  of  very  many  important  subjects  which  the 
general  passenger  agent  of  a railroad  company 
must  consider,  and  to  which,  therefore,  he 
can  give  but  a fraction  of  his  time. 

Certain  leading  principles  early  forced  them- 
selves upon  my  mind  and  have  been  followed 
by  me  ever  since.  These  may  be  briefly 
summed  up  in  the  clear  and  forcible  presenta- 
tion to  the  public  of  the  strongest  and  most 
salient  claims  .upon  its  patronage,  and,  in  prin- 
ciple, do  not  differ  materially  from  the  rules 
that  must  govern  a retail  dealer  in  dry  goods 
or  other  commodities.  It  is  easier,  however, 
and  involves  much  less  expenditure,  for  the 
retail  dealer  to  change  and  vary  his  stock 
than  for  a railroad  company  to  do  so.  It  is 
of  greater  importance  consequently,  that  the 
railroad  company  seeking  patronage  of  the 


pul)lic  as  against  competing  lines,  shall  have 
first-class  and  attractive  wares  to  offer,  and  in 
that  respect  I have  doubtless  a very  great  ad- 
vantage. We  are  able,  therefore,  to  present 
the  Michigan  Central  very  strongly  to  the 
public  as  “A  first-class  line  for  first-class 
travel,”  as  we  appeal  especially  to  the  best 
class  of  the  traveling  public.  We  can  claim 
superiority  in  the  important  points  of  construc- 
tion, equipment  and  the  details  of  administra- 
tive management,  in  the  excellence  of  our 
dining-car  service,  the  completeness  of  our 
extensive  through-car  service,  the  beauty  and 
convenience  of  our  stations,  and  the  thou- 
sand and  one  little  things  that  contribute  so 
largely  to  the  comfort  and  the  safety  of  the 
passenger. 

As  a scenic  line,  we  are  fortunate  in  having 
one  remarkable  attraction,  — the  Michigan 
Central  is  the  only  line  running  directly  by 
and  in  full  view  of  Niagara  Falls,  the  most 
stupendous  and  magnificent  natural  wonder 
of  its  kind  in  the  world.  In  our  advertising 
we  endeavor  to  present  these  points  thoroughly 
and  clearly,  and  to  refrain  from  unnecessary 
and  obscuring  detail.  To  effect  this,  our  rule 
is  to  present  one  salient  point  in  a single  adver- 
tisement, and  to  make  that  one  point  as  strong 
and  effective  as  possible. 

Recognizing  the  importance  of  catching  the 
eye  at  once  by  some  distinctive  and  represent- 
ative mark  that  the  public  would  come  to 
recognize  as  belonging  peculiarly  to  the 
Michigan  Central,  I adopted  some  fourteen 
years  ago  a peculiar  style  of  lettering,  which 
we  have  ever  since  adhered  to  as  our  special 
trade-mark.  This  idea  was  subsequently 
amplified  by  the  adoption  of  a design  which 
is,  I believe,  the  only  railroad  trade-mark  in 
this  country  conforming  to  the  rules  of  heraldry 
and  preserving  the  true  heraldic  form.  This 
we  make  use  of  in  an  infinite  variety  of  ways, 
and  I believe,  with  great  effectiveness. 

The  general  character  of  the  advertising  of 
a railroad  comes  to  be  accepted  by  the  public 
as  indicative  of  the  general  character  of  the 


126 


FOWLER’S  PUBLICITY 


road  itself.  We  have,  therefore,  laid  great 
stress  upon  the  importance  of  good  taste  and 
elegance  in  the  arrangement,  form  and  style 
of  our  advertising  matter.  Claiming  superi- 
ority in  all  essential  qualities,  I have  held  it 
important  that  our  advertising  matter  should 
possess  the  same  characteristics.  In  issuing 
pictures  of  Niagara  Falls  and  of  our  fast 
trains,  books,  pamphlets,  and  circulars,  I have 
always  insisted  upon  the  most  thoroughly  ar- 
tistic designs  and  the  best  possible  workman- 
ship, with  the  desire  that  the  public  should 
learn  that,  as  the  Michigan  Central  requires 
nothing  less  than  the  best  in  its  advertising 
matter,  it  also  requires  nothing  less  than  the 
best  for  the  most  complete  satisfaction  of  its 
patrons. 

The  same  care  is  given  to  the  mediums  of 
advertising.  I well  recollect  the  early  days 
of  my  railroad  service  when  the  chief  railroad 
advertising  was  in  the  form  of  half-sheet  cards, 
posters,  and  hangers  which  were  tacked  upon 
every  blank  wall,  station  building,  and  tele- 
graph pole  from  one  end  of  the  country  to  the 
other,  and  in  time-table  folders,  cheaply  and 
badly  printed,  illustrated  sometimes  with  coarse 
cuts  and  so  badly  arranged  that  the  most  ex- 
perienced passenger  had  great  difficulty  in 
tracing  his  way  from  the  starting  point  to 
destination.  This  has  all  changed.  The 
half-sheet  card  and  poster,  I am  happy  to 
say,  have  disappeared,  and  greater  reliance  is 
placed  upon  the  newspaper  press.  The  max- 
im that  “ the  best  is  the  cheapest,’’  which  I 
have  applied  to  railroad  service,  I apply  also 
to  advertising,  and  have,  therefore,  always 
preferred  to  use  the  best  and  highest  class 
journals  and  periodicals  in  order  to  reach  the 
best  class  of  the  traveling  public.  I have  little 
faith  in  special  publications,  special  editions, 
pamphlets,  souvenirs,  and  other  ephemeral 
issues.  And  the  folder  has  developed  into  an 
attractive  publication  in  which  the  fullness  of 
information  and  convenience  of  arrangement 
is  supplemented  by  the  best  illustrations,  well 
engraved  and  linely  printed. 


Warner  Brothers  Company 

New  York,  N.  Y.,  “Dr.  Warner’s  Corsets,”  “Se- 
curity Hose  Supporter.”  By  Dr.  Lucien  C. 
Warner. 

I COMMENCED  my  career  as  an  advertiser 
with  very  positive  opinions.  After  twentv- 
four  years  of  experience  my  views  are  much 
less  fixed,  and  I express  mvself  with  great 
diffidence.  I am  confident  a great  deal  of 
money  is  wasted  in  advertising,  and  I feel  I 
have  contributed  my  full  share.  On  the  other 
hand,  in  very  many  lines  of  business  adver- 
tising is  absolutely  essential  to  success,  and  in 
spite  of  mistakes  and  money  misapplied,  in 
the  aggregate  brings  large  returns. 

I have  found  that  the  first  essential  to  suc- 
cessful advertising  is  to  have  what  the  public 
really  wants.  It  is  a popular  fallacy  to  sup- 
pose that  advertising  will  sell  anything.  If  it 
is  something  which  the  public  desires  and  is 
presented  in  an  attractive  manner,  advertising 
will  sell  the  article  once  to  a certain  number 
of  buyers.  If  the  article  gives  satisfaction, 
these  purchasers  become  the  best  advertise- 
ments and  through  their  friends  a permanent 
trade  is  established.  New  advertising  con- 
tinues to  add  new  friends,  and  to  hold  the  in- 
terest of  old  friends  ; and  so  the  business  may 
be  extended  until  it  readies  large  proportions. 
If,  on  the  other  hand,  the  article  does  not  give 
satisfaction,  no  amount  of  advertising  will  re- 
tain the  custom  of  the  first  purchaser.  Sales 
may  be  kept  up  for  a time  by  the  new  custom- 
ers, but  without  renewals  from  the  old  ones, 
there  will  not  in  most  cases  be  enough  to 
sustain  the  business,  and  in  a little  time  the 
enterprise  will  meet  the  failure  which  it  de- 
serves. 

Another  condition  of  success  is,  that  there 
shall  be  a good  margin  of  profit  wliich  can  be 
set  aside  for  advertising  purposes.  On  some 
articles,  thirty  or  forty  per  cent,  of  tlie  gross 
sales  is  devoted  to  advertising,  but  on  staple 
goods  this  is,  of  course,  impossible.  No  new 
business  should  be  started,  even  on  staple 


(JRKAT  SUCCESwSKS 


127 


j]foocls,  without  setting  aside  at  least  from  six 
to  ten  per  cent,  for  advertising.  I liave,  how- 
ever, had  to  content  myself  with  a much 
smaller  amount,  and  for  the  past  ten  years,  I 
have  allowed  only  two  per  cent,  of  the  gross 
sales  for  advertising.  This  makes  it  neces- 
sary to  consider  very  carefully  where  the 
money  can  he  used  to  do  the  most  good. 
Rather  more  than  one  half  of  this  amount  I 
have  alwavs  used  in  the  newspapers,  the  rest 
being  divided  between  circulars,  show-cards, 
posters,  show-ligures,  booklets,  etc. 

In  newspaper  advertising,  and  in  fact  in  all 
advertising,  I have  ahvays  sought  first  for 
novelty.  The  one  who  first  uses  a particular 
catch  phrase,  or  a particular  style  of  display, 
has  ten  times  the  advantage  of  the  imitator, 
who  repeats  this  idea  in  his  advertisements  a 
few  weeks  or  months  later.  As  to  the  advis- 
ability of  a frequent  change  of  advertisement, 
I am  less  confident.  A thoroughly  unique 
and  distinct  style  of  cut  or  display,  gains  a 
certain  amount  of  force  by  repetition,  and  if 
it  is  a good  hit,  it  pays  to  repeat  it  until  the 
public  has  had  time  to  thofoughly  take  it  in. 
Good  hits  are  not  so  abundant  that  an  adver- 
tiser can  afford  to  throw  one  aside  after  a single 
insertion.  Take,  for  instance,  that  most  happy 
hit,  “ You  press  the  button  and  we  do  the 
rest.”  It  might  have  passed  unnoticed  with  a 
single  insertion,  but  with  many  repetitions  it 
becomes  thoroughly  fixed  in  speech  and  in 
literature  ; so,  too,  a real  hit  in  a cut  will  bear 
many  repetitions.  This,  however,  is  not  in- 
consistent with  changes  in  other  parts  of  the 
advertisement,  so  as  to  keep  something  fresh 
constantly  before  the  public. 

In  preparing  copy  of  advertisements,  I have 
always  sought  to  emphasize  two  or  three  of 
the  leading  merits  of  the  article  advertised, 
and  to  state  these  merits  in  as  clear  and  con- 
cise language  as  possible.  To  say  that  a 
dress  stay  is  the  best  in  the  market,  is  com- 
mon-place and  produces  no  effect ; you  need 
to  tell  why  it  is  best.  When  you  say  that  it 
cannot  rust,  corrode,  or  break,  you  have  men- 


tioned something  which  can  be  appreciated. 
To  say  tliat  a hose  supporter  is  superior  to  all 
others,  makes  no  inqiression  on  the  reader, 
but  to  say  that  no  metal  comes  in  contact  with 
the  llesh,  and  that  the  fastener  cannot  slip  or 
tear  the  stocking,  is  to  give  an  idea  of  excel- 
lence that  will  make  an  impression  on  the 
reader. 

The  style  of  type  should  be  that  which  most 
quickly  catches  the  eye  and  is  most  easily 
read.  I have  always  been  opposed  to  long, 
minute  descriptions  in  fine  type,  although  I 
know  some  successful  advertisers  use  this  style 
of  copy. 

Different  articles  require  different  styles  of 
treatment  in  advertising.  Flashy  sensational 
goods  appeal  to  the  same  kind  of  purchaser, 
and  will  bear  flashy  treatment,  but  goods 
which  appeal  to  substantial  purchasers  should 
be  advertised  in  a dignified  manner. 

There  is  great  diversity  of  views  as  to  the 
advisability  of  using  cuts,  but  my  preference 
is,  on  the  wdiole,  in  favor  of  cuts  when  the 
article  is’ such  as  to  lend  itself  readily  to  illus- 
tration. With  a cut,  the  eye  takes  in  the  sub- 
ject-matter of  the  advertisement  at  a glance, 
and  is  ready  for  the  few  extra  words  which 
describe  its  chief  merits. 

As  to  publications,  much  must  depend  upon 
the  nature  of  the  article  advertised,  and  the 
constituents  whom  it  is  desired  to  reach.  A 
paid  circulation  is  much  more  valuable  than 
a gratuitous  circulation,  as  papers  which  cost 
little  are  prized  but  little.  Still,  if  you  wish  to 
reach  only  ladies,  a paper  given  away  to  ladies 
may  be  more  valuable  than  one  with  a paid 
circulation,  in  which  the  ladies  form  but  a small 
proportion  of  the  readers.  I have  always  used 
weekly  and  monthly  publications  much  more 
than  dailies.  I have  probably  used  the  relig- 
ious papers  more  than  any  other  single  class. 

Good  press-work  always  counts  for  much 
w'ith  me.  I feel  disgusted  w'ith  a paper  when 
I see  the  cuts  black  and  daub}",  and  the  type 
w"ork  spotted  and  almost  illegible,  and  I alwavs 
tbink  that  the  readers  of  such  a paper  will 


128 


FOWLER’S  PUBLICITY 


have  tills  feeling  towards  the  advertisements 
which  they  see  in  it.  In  this  age  of  good 
printing,  no  paper  is  worthy  of  the  patronage 
of  advertisers  which  does  not  use  good  paper 
and  do  good  press-work.  The  age  and  gen- 
eral character  of  the  paper  also  counts  much 
in  its  favor.  Those  who  have  taken  a paper 
for  many  years  and  who  have  come  to  admire 
it  and  rely  upon  its  statements,  are  much  more 
likely  to  read  its  advertisements  with  approval, 
than  are  the  readers  of  advertisements  in  a 
flashy  or  ephemeral  sheet. 

Advertising,  however  good,  cannot  alone 
make  a business  successful.  There  must  be 
good  business  management  and  good  wares 
to  go  with  the  advertising.  Good  advertising 
may  furnish  one  fourth  of  the  elements  that 
are  necessary  for  success,  but  tbe  other  three 
fourths  must  be  found  in  wise,  judicious,  en- 
terprising, and  far-seeing  business  manage- 
ment. 

Smith  & Anthony  Company 

Boston,  Mass.,  Maker  of  Ranges,  Stoves,  Fur- 
naces, Plnrnbing  Materials,  Hot  Water,  and 
Steam  Heaters.  By  J.  K.  Prescott,  Secretary. 

I HAVE  found  that  the  first  requisite  of  suc- 
cessful advertising  in  the  stove  business  was 
merit  in  the  thing  advertised.  That  secured 
as  a starting  point,  the  field  was  properly 
opened  for  the  impress  of  the  advertiser’s 
genius. 

My  experience  in  advertising  the  Hub  line 
of  ranches  and  heaters  has  convinced  me  of 

o 

the  value  of  publicity.  The  bulk  and  weight 
of  these  goods  precludes  the  idea  of  their  wide 
distribution,  and  our  efforts  have  therefore 
been  put  into  impressing  the  home  trade. 
Certain  articles,  however,  like  portable  fire- 
places and  grates  which  are  of  general  use 
and  easily  transported,  I have  advertised  suc- 
cessfully in  the  magazines  and  monthlies  of 
wide  circulation. 

In  making  the  advertising  of  the  Smith  & 
Anthony  Company  pay,  I had  two  important 


factors  to  favor  me ; first,  the  merit  of  the 
Hub  line  of  goods ; second,  a trade-mark 
and  name  which  were  worth  everything  for 
advertising  purposes. 

The  name  “ Hub”  is  clear,  short,  and  ex- 
pressive. It  is  full  of  significance,  especially 
in  New  England.  Whether  used  on  a fence 
or  on  a magazine  page,  it  would  stand  out  in 
bold,  aggressive  characters.  With  this  name 
I could  cover  twice  the  space  that  could  be 
covered  by  a six-letter  name,  thus  getting  the 
full  value  of  a small  space,  even  if  at  a dis- 
tance. 

No  concern  in  New  England  uses  the  name 
“ Hub  ” as  a trade-mark  so  prominently  as 
we  do,  and  by  keeping  it  before  the  public, 
on  fences,  signboards,  and  in  the  papers,  we 
have  acquired  a recognized  title  to  it,  and 
even  when  it  is  used  on  other  kinds  of  goods, 
the  mind  instinctively  associates  it  with  the 
Hub  Ranges  and  Heaters. 

I believe  for  our  line  of  business,  keeping 
the  name  of  the  goods  and  of  the  house  be- 
fore the  public  is  about  all  that  counts.  In- 
formation about  the  goods  does  not  amount  to 
very  much,  ^^ory  few  people  will  pay  any 
attention  to  points  about  ranges  or  heaters 
until  they  talk  with  the  salesman.  Their 
knowledge  of  the  house,  or  what  some  neigh- 
bor has  said  is  the  determining  factor. 

Another  prerequisite  for  successful  advertis- 
ing is  a previous  reputation  for  doing  good 
advertisin<£.  This  <juarantees  a hearinof  and 
the  advertisement  is  read  because  of  previous 
good  things  said  by  the  advertiser. 

While  modest  in  our  advertising  expendi- 
ture, our  house  has  a reputation  for  doing  a 
large  amount  of  advertising,  and  what  we 
have  done  has  been  favorablv  commented  on. 
Every  fresh  appeal  is  thus  made  to  a recep- 
tive, and  to  a certain  degree,  an  expectant 
audience. 

This  rapport  between  the  jmblic  and  the 
advertiser  is  a verv  important  element  in  suc- 
cessful advertising.  It  is  to  this  feeling 
among  the  trade  in  the  territory  covered  hy 


GREAT  SUCCESSES 


129 


iis  that  I attribute  not  a little  of  the  success 
that  has  atteuclecl  our  efforts. 

Brielly  siuuiuarized  the  couditious  that  make 
for  tjood  advertisiu<x  iu  the  stove  trade  are  : 

First,  au  article  of  unquestioned  merit. 

Second,  a strong,  e.xpressive  name  for  it. 

Third,  an  advertisement  that  is  up  to  the 
expectation  of  the  reader,  and  sustains  the 
writer’s  reputation. 

One  of  the  most  successful  advertising 
methods  brought  out  by  us  in  our  heater  de- 
partment was  an  elaborate  book  with  illustra- 
tions of  houses  we  had  heated.  We  were  the 
first  advertisers  in  our  line  to  do  this.  The 
book  was  a great  hit,  and  one  of  the  best 
pieces  of  publicity  we  ever  tried.  It  was  the 
forerunner  of  the  lavishly  illustrated  cata- 
logues that  other  heater  manufacturers  are  now 
issuing  in  such  profusion. 

Another  device  was  the  use  of  prepared  ad- 
vertisements. These  were  carefully  written 
in  a series  of  six,  and  proofs  of  them  sent  to 
our  agents,  with  suggestions  for  their  use. 
The  wide-awake  agents  (and  these  are  the 
only  ones  worth  trying  to  impress)  invariably 
used  these  at  their  own  expense,  and  gave  us 
credit  for  push. 

Willoughby,  Hill  & Company 

Chicago,  111.,  General  Outfitters.  By  George  A. 

Moncur,  Vice-President  and  General  Manager. 

Ix  reply  to  your  question,  “ I low  I made 
my  advertising  pay,”  we  beg  to  say  : 

First,  by  being  aggressive  in  advertising. 

Second,  by  advertising  only  in  such  me- 
diums as  were  adapted  to  reach  the  clientage 
we  were  after. 

Third,  by  always  telling  the  truth. 

Fourth,  by  making  the  advertisement  attrac- 
tive in  display  and  easily  and  quickly  read. 

Fifth,  by  giving  the  customer  a better  article 
than  he  expected,  — creating  table  talk. 

Combining  these  vital  principles  with  a 
thorough  knowledge  of  our  business,  we  in- 
creased our  sales  in  ’95  over ’94,  26.2  per  cent. 


Rockwell  & Rtipel  Company 

Cliieago,  111.,  Typewriter  Kilthons,  Letter  Books, 
Carbon  paper.  By  Irvin  E.  Rockwell. 

Once  there  was  a man  seated  in  his  easy 
chair,  quietly  reading  his  morning  newspaper. 
So  thoroughly  occupied  had  his  mind  become 
with  the  issues  of  tlie  day  as  they  were  being 
discussed  through  interviews,  etc.,  that  he  did 
not  notice  a common  house  fly  as  it  perched 
on  the  end  of  his  nose.  lie  was  only  con- 
scious of  an  irritation,  and  automatically 
brushed  it  away.  Further  interest  consumed 
every  particle  of  his  mental  energy  as  the 
opposition  in  the  monetary  question  devel- 
oped in  the  discussion  before  him,  and  the 
tempting,  polished  protuberance  attracted  the 
fly  once  more.  With  a slight  show  of  annoy- 
ance at  having  his  line  of  argument  disturbed, 
he  brushed  the  fly  away.  Not  more  than  a 
minute  or  two  passed  ; his  preoccupation  con- 
tinuing the  fly  persisted,  and  with  more  appar- 
ent perturbation  was  again  chased  away. 
Once  again,  after  a little  longer  lapse  of 
time,  the  operation  was  repeated.  This  time 
the  gentleman  became  thoroughly  aroused  to 
the  situation,  jumped  to  his  feet,  with  his  left 
hand  pushed  the  paper  away  from  him,  and 
with  his  right  struck  viciously  at  the  fly ; he 
had,  as  a matter  of  fact,  just  come  to  a full 
realization  that  the  annoyance  he  had  been 
experiencing  for  the  last  fifteen  or  twenty 
minutes  had  been  caused  by  a common  house 
fly.  It  didn’t  take  a very  long  stretch  of 
reasoning  for  him  to  make  this  observation 
when  his  mind,  heretofore  fully  preoccupied, 
had  finally,  by  persistent  and  continued  dis- 
turbances, come  to  an  actual  realization  that 
the  fly  was  on  hand. 

This  story  is  not  original  with  me.  The 
telling  of  it  was  not  copyrighted,  and  it  fits 
the  situation  to  such  an  extent  that  it  meets 
my  hearty  endorsement.  It  is  applicable  not 
only  in  our  line  of  business,  in  which  we  are 
undertaking  to  call  the  attention  of  the  blessed 
public  to  the  superior  merits  of  Rockwell’s 


130 


FOWLER’S  PUBLICITY 


Rival  letter  filing  cabinets  ; the  Rival  Ameri- 
can impression  books;  that  great  “Auto- 
matic Thought  Box,”  (Smith’s.  Office  Tick- 
ler), and  the  peculiar  and  certain  superiority 
of  Little’s  product  in  a line  of  goods  which, 
ten  years  ago,  was  nearly  unheard  of,  — 
inked  ribbons  for  typewriters,  and  carbon 
papers  used  in  duplicating  and  manifold ‘work, 
which  are  being  sold  all  over  the  world  wher- 
ever the  languages  are  written ; but  it  also 
applies  to  every  branch  of  industry  in  which 
product  is  evolved,  and  where  distinct  meth- 
ods are  desired  for  attracting  and  securing 
purchasers. 

It  also  reaffirms  the  old  adaore  which  has 

o 

been  before  our  eyes  so  often  and  is  the  trade- 
mark of  the  great  concern  which  uses  it, 
“ Keeping  everlastingly  at  it  brings  success.” 
So  I hold  that  while  the  preparation  of  adver- 
tising matter  and  the  placing  of  it  before  the 
public  in  an  artistic  and  distinct  manner  are 
important,  and  that  in  the  distribution  of  it 
specialists  and  artists  may  be  profitably  em- 
plo3'ed,  and  new'spapers  and  magazines  of 
wide  circulation  may  be  used,  I hold  also  that 
successful  results  ma}"  be  accomplished  b\^ 
the  layman  who  will  persistently  imitate  the 
fly ; and  that,  in  fact,  homely  phraseology 
and  simple  announcements,  will  come  as  a 
sort  of  mental  soothing  syrup  after  the  ava- 
lanche of  studied,  attractive  specialties  and 
superfiuous  verbiage  which  is  now  being 
offered  to  the  purchasing  public. 

Boston  Woven  Hose  and  Rubber 
Company 

Boston,  Mass.,  “ Vim  Tires,”  Rubber  (loods.  By 
the  Mana^fer. 

The  Boston  Woven  Hose  & Rubber  Com- 
pany, maker  of  the  Vim  single  tube  bic^'cle 
tire,  has  made  its  advertising  pay,  if  the  re- 
sults obtained  have  come  from  any  one  special 
method  or  plan  of  advertising,  by  “ bunch- 
ing  ” big  advertisements  a few  times  in  the  year. 


rather  than  dribbling  along  more  frequently" 
with  smaller  advertisements. 

For  instance,  at  the  opening  of  the  riding 
season  the  company  puts  out  a two-page  solid 
reader  in  the  big  magazines  and  follows  this 
up  in  successive  months  with  page  displays. 
The  same  principle  is  followed  in  the  daily 
newspapers,  commencing  with  San  Francisco, 
where  the  riding  season  opens  earlier  than  in 
the  East.  Stretching  straight  across  the  coun- 
tiy,  where  the  company  has  branch  houses 
and  in  some  few  places  where  the  number  of 
riders  warrants  the  outlav,  half-page  adver- 
tisements are  placed  in  the  biggest  news- 
papers. This  newspaper  scheme  will  be 
repeated  four  or  five  times  in  the  course  of  the 
summer  so  that  from  the  beginning  to  the  end 
of  the  season  there  will  be  no  week  in  which 
some  portion  of  the  country-  is  not  being  struck, 
and  struck  heavily-. 

The  great  success  of  the  company-'s  work 
has  been  due  to  the  fact  that  their  large  ad- 
vertisements have  been  in  all  cases  followed 
up  by-  looking  for  the  results,  — in  fact,  going 
out  for  them  instead  of  waiting  for  them  to 
come. 

The  most  potent  argument  that  can  be  ad- 
vanced for  this  sy-stem  is  that  it  impresses  the 
reader  with  an  idea  of  the  worth  of  the  goods 
through  a train  of  reasoning  which  starts  from 
his  realization  that  a concern  advertising  in 
this  way-  is  not  only-  successful,  but  justly-  so. 

The  magazine  and  newspaper  work  is  sup- 
plemented by  those  minor  expedients  which 
the  nature  of  the  business  itself  suggests.  In 
this  line  comes,  possibly,  the  employment  of 
a racing  team.  This  team  must  then  be  fol- 
lowed up  where  it  appears  with  effective  and 
timely-  advertising.  An  instance  of  this  sort 
was  that  at  Springfield  in  ’95  when  Walter 
Saimer  won  three  great  races  on  Vim  tires. 
Slips  had  been  printed  with  the  words,  “ San- 
ger did  it  on  Vim  tires,”  and  messenger  boys 
stationed  at  convenient  spots  were  instructed 
to  distribute  them.  The  result  was  that  be- 
fore Sanger  had  crossed  the  tape  all  the  llyers 


(; R RAT  SUCCESSES 


were  dodging  through  the  air  in  every  direc- 
tion and  inside  of  two  minutes  alter  the  race 
was  linished,  every  jierson  in  the  crowd  con- 
sisting of  20,000  race  enthusiasts  knew  that 
Saimer  won  on  \’im  tires. 

o 

Otlier  luediiuus  of  this  nature  are  the  liangers 
of  various  sorts,  and  especially  the  hacking 
up  of  the  agents  and  dealers  using  Vim  tires 
with  a plentiful  supph'  of  good  literature. 

Never  forgetting  that  everybody  does  not 
know  the  merits  of  Vim  tires  has  spurred  us 
on  to  “ proselyte  the  nations.” 

Mariani  & Compaiiv 

Paris,  France,  and  New  York,  N.  Y.,  " Mariani 
\Yine  of  Cocoa.”  By  J.  N.  Jaros,  American 
Manager. 

L\  my  opinion,  to  insure  success  in  adver- 
tising, different  methods  must  be  employed 
according  to  the  article  one  seeks  to  bring  be- 
fore the  public. 

In  order  to  secure  success  in  advertising, 
the  following  three  questions  are  the  first  to  be 
carefully  considered  ; 

1.  Is  there  a widespread  demand  for  the 
article  ? 

2.  Is  the  article  possessed  of  paramount 
merit  ? 

3.  Can  the  consumption  be  sufficienth"  large, 
and  the  profits  sufficiently  liberal,  to  stand  the 
advertising  tariff? 

If  the  answers  to  these  questions  are  in  the 
affirmative,  the  next  subjects  to  be  deliberated 
upon  are  the  sections  of  territory  in  which, 
and  the  classes  of  the  general  public  among 
which  the  demand  for  the  goods  in  question 
will  most  largely  exist.  To  estimate  this  with 
accuracy  is  less  easy  than  might  appear  at  first 
glance,  and  upon  the  determination  of  these 
questions  of  territory  and  patronage  depend 
the  methods  and  mediums  to  be  employed. 

The  phenomenal  success  of  Vin  Mariani  I 
attribute  largely  to  the  extraordinary  and  in- 
herent merits  of  the  article  itself.  To  find  a 
parallel  for  this  would  be  difficult. 


131 

With  regard  to  the  methods  we  employ  in 
advertising  Vin  Mariani,  we  select  the  very 
best  space  in  the  very  best  mediums  through- 
out the  country.  We  never  count  the  cost, 
jirovided  the  medium  is  worth  the  price  asked, 
but  if  the  price  demanded  be  higher  than  the 
medium  is  really  worth,  we  unhesitatingly 
expunge  it  from  the  list.  We  do  not  re- 
gard any  existing  medium  as  indispensable. 
To  make  a contract  with  a medium  that 
asks  more  money  than  can  possibly  be  re- 
covered by  its  use,  is  bad  business  and  bad 
advertising. 

I believe  in  good  cuts,  because  they  give  a 
certain  character  and  individuality  to  the  ad- 
vertising which  is  otherwise  not  very  readily 
attainable.  In  an  ordinary  four-inch-column 
advertisement  there  should  be  as  few  words  as 
one  can  possibly  use  and  cover  the  points  the 
advertiser  seeks  to  bring  forward.  White 
space  is  often  the  silence  which  is  golden  as 
compared  with  the  silver  of  too  many  words 
in  an  overcrowded  advertisement.  I believe 
in  being  next  to  reading  matter.  I believe 
that  position  is  half  the  battle. 

Old  Dominion  Steamship  Company 

New  York,  N.  Y.,  to  Old  Point  Comfort,  Norfolk, 
and  Richmond,  Va.  By  W.  L.  Guillaudeti, 
Vice-President  and  TralEc  Manager. 

The  purposes  underlying  the  advertising  of 
the  Old  Dominion  Line  may  be  briefly  sum- 
marized as  follows  : 

First, — To  give  publicity,  in  convenient 
form  and  through  suitable  mediums,  to  the  time 
schedules  and  sailings  of  the  vessels  for  the 

o 

benefit  of  the  traveling  and  shipping  commu- 
nities which  use  the  line  in  its  various  ramifi- 
cations. 

Second,  — but  first  in  importance  from  an 
advertising  standpoint,  — To  so  present  the 
attractions  of  the  line  as  to  create  a desire  in 
the  minds  of  the  readers  to  enjoy  them. 

To  accomplish  this  latter  result  a careful 
study  of  the  class  of  readers  to  whom  the 


132 


FOWLER’S  PURLICITY 


appeal  can  most  successful!}"  he  made,  is  nec- 
essary ; then 

(a)  The  selection  of  the  medium  hy  which 
the}"  may  be  reached. 

(b)  The  preparation  of  the  form  in  which 
the  matter  is  presented. 

In  this  part  of  the  work  (a  and  h)  my  ex- 
perience justifies  the  employment  of  specialists 
as  advertisers. 

Hance  Brothers  & White 

Philadelphia,  Penn.,  Manufacturing  Pharmaceu- 
tists and  Chemists,  “Frog  in  Your  Throat,” 
“ Chert)  Ripe.”  By  A.  M.  Hance. 

To  consign  goods  to  retailers  is  a frequent 
way  of  introducing  a new  article  : but  it  is  un- 
business-like and  not  substantial. 

In  some  businesses,  in  which  there  is  much 
competition,  it  is  about  the  only  course  open 
to  individuals  desirous  of  putting  something 
on  the  market,  and  who  have  neither  capital 
nor  credit.  Such  goods,  however,  are  found 
only  in  the  poorest  retail  shops. 

A consigned  article  is  not  worth  much  to  the 
seller,  and  not  having  bought  the  goods  out- 
right, he  does  not  take  the  same  interest  in 
pushing  them.  While  from  an  advertising 
standpoint  it  may  perhaps  seem  good  policy 
to  thus  get  the  goods  into  the  hands  of  the  re- 
tailer, I consider  it  better  to  secure  the  adver- 
tising that  comes  from  the  retailer’s  greater 
interest  in  the  goods  after  he  has  bought  them. 

Still,  there  are  many  husinesses  that  I know 
nothing  about  in  which  goods  mav  be  very 
generally  consigned,  and  in  which  it  may  he 
considered  a good  thing  to  do  ; hut  I don’t  be- 
lieve in  it. 

There  is  a great  deal  of  opposition  to  new 
<roods  and  even  when  a trade  is  started  in 

o 

them,  the  retailer  will  try  to  sell  his  own  prep- 
arations or  something  cheaper  that  is  “ just  as 
good.”  Advertising,  therefore,  should  he  con- 
ducted with  a view  to  lessening  this  tendency 
to  substitution  as  much  as  possible.  The  re- 
cent advertisiim  of  the  Charles  E.  Hires  Com- 

O 


pany  is  a notable  example  of  educating  the 
public  up  to  insisting  on  having  what  it  calls 
for.  In  these  days  of  common  school  educa- 
tion on  a big  scale,  everybody  is  able  to  make 
up  his  mind  as  to  what  he  wants  when  in  a 
store,  and  it  is  taking  a paltry  view  of  a cus- 
tomei'’s  knowledge  when  a salesman  substi- 
tutes something  “ just  as  good”  or  “ our  own 
make.”  “ We  give  you  what  you  ask  for” 
should  be  the  motto  of  every  storekeeper ; in 
itself  it  is  an  excellent  advertisement. 

“ Cutting  ” bv  druggists  has  come  from 
their  seeing  no  other  way  to  draw  trade  to 
their  stores.  If  they  had  known  more  about 
advertising  it  is  doubtful  if  cutting  would  ever 
have  occurred.  But  the  extensive  advertisino- 

O 

of  patent  medicine  houses  in  the  past,  while 
allowing  a very  liberal  profit  to  the  retail 
dealer,  was  the  prime  cause  of  drawing  so 
manv  into  the  drug  business  that  it  was  over- 
done. 

People  get  tired  of  styles  of  advertising,  and 
many  things  that  start  as  novelties  are  soon 
run  into  the  ground.  In  newspaper  advertis- 
ing this  is  particularlv  true  of  the  conversa- 
tional style.  In  magazine  advertising,  where 
the  paper  and  press-work  admit  of  a different 
style  of  printing,  half-tone  work  is  being  over- 
done ; and  among  other  kinds  of  advertising, 
the  poster  is  now  about  played  out,  or  soon 
will  be. 

There  is  no  lack  of  originality  in  advertis- 
ing; in  the  case  of  a new  article  of  merit  the 
hour  of  need  generallv  iinds  some  mind  that 
can  briim  to  hear  on  it  the  dvnamic  force  of 
oritrinal  advertisiim.  But  creative  minds  are 
always  in  the  minority,  while  cupidity  is  as 
universal  as  human  nature  ; and  so  it  is  that 
originality  in  advertising,  like  originality  in 
anything  else,  pays  the  penalty  of  being  imi- 
tated. Notice  how  it  is  that  no  sooner  has 
ori;xinal  advertisiim  brought  to  the  front  some 
article  of  genuine  worth,  than  imitators  like  a 
swarm  of  locusts  immediatelv  appear,  copying 
not  onlv  the  article  itself,  hut  the  special  style 
of  advertising  used  hy  the  originators. 


(iRKA^r  SUCCKSSKS 


133 


I have  ill  niiiul  the  De  Long  liook  and  eye. 
The  imitators  have  been  Inisy,  both  with  the 
hook  and  witli  the  peculiar  phraseology  used 
in  advertising  it.  The  same  thing  has  been 
true  in  the  case  of  the  Kodak,  and  in  bicycle 
advertising.  While,  to  be  sure,  more  talent 
than  usual  has  been  enlisted  in  the  work  of 
bicycle  advertising,  yet  the  pace  was  un- 
doubtedly set  by  tbe  Pope  Manufacturing 
Company,  and  they  have  kept  it  up,  too.  The 
Ladies’  I lome  Journal,  also,  has  received  the 
tlattery  of  imitation,  while  in  the  drug  business, 
I know'  of  nothing  that  has  roused  such  a host 
of  imitative  parasites  as  “ Frog  in  your 
Throat?  ” has  done. 

It  doesn’t  do  to  ignore  these  imitators,  and 
the  advertising  should  in  some  way  or  other 
be  directed  so  as  to  lessen  this  competition. 
But  the  tendency  is  a very  hard  one  to  coun- 
teract. 

There  are  different  channels  of  advertising 

o 

opening  up  all  the  time,  and  they  are  chang- 
ing just  as  papers  change  in  circulation  and  in 
value. 

Newspaper  advertising  is  overestimated. 
This  may  be  on  account  of  its  age  or  on 
account  of  its  having  been  so  much  advocated 
and  pushed  by  advertising  agents.  To  judge 
from  articles  on  advertising,  one  would  think 
that  a hundred  years  ago  the  newspaper  was 
the  only  means  used.  I have  never  had  time 
to  study  the  history  of  it ; I don’t  know  that 
much  could  be  found  out  by  a great  deal  of 
study ; but  I believe  that  a hundred  years  ago 
there  were  many  ways  of  judicious  advertis- 
ing that  we  know  nothing  of  to-day.  Still, 
there  is  no  doubt  that  to-day  there  are  a great 
many  media  that  did  not  exist  before,  and 
many  that  have  been  mightily  developed  into 
advertising  forces.  All  of  them  have  their 
respective  exponents,  each  claiming  that  his 
own  favorite  method  — bill-posting,  litho- 
graphic work,  magazines,  newspapers,  stere- 
opticons,  etc. — is  better  than  any  other.  One 
consequence  is  that  the  advertiser  who  is  just 
beginning,  finds  it  hard  to  know  what  to  use 


and  how  to  use  it.  There  is  nobody  so  well 
versed  in  all  advertising  methods  as  to  be  able 
to  give  sucb  advice  as  will  certainly  pay  the 
advertiser,  though  many  persons  pretend  that 
they  can  do  this.  One  must  pick  out  the  dif- 
ferent ways,  and  size  them  up  to  suit  his  own 
special  needs. 

In  business,  as  in  life,  “ a good  name  is 
better  than  great  riches,”  and  this  suggests  an 
important  element  in  advertising  that  is  too 
much  neglected  in  this  country.  People  may 
say  that  this  is  too  new  a country,  that  things 
are  changing  too  fast,  etc.  Nevertheless  there 
is  another  change  gradually  going  on  that 
is  making  the  older  parts  of  our  country  more 
like  the  older  and  more  settled  nations,  such 
as  England,  France,  and  Germany.  There, 
the  antiquity  of  a house  that  is  up  to  date 
in  other  respects,  goods,  salesmanship,  etc., 
gets  a good  deal  of  new  trade  on  account 
of  its  ancient  standing.  It  is  natural  and 
right  that  this  should  be  so,  and  the  members 
of  such  a house  wisely  make  the  most  they 
can  of  “ honorable  old  age  ” as  a powerful 
advertisement. 

There  are  now  many  firms  in  this  country 
that  are  in  a position  to  use  the  advertising 
dynamics  of  their  long  standing  with  telling 
effect.  But  the  opportunity  is  almost  univer- 
sally neglected.  There  can  be  no  doubt  as 
to  tbe  immense  advantage  in  the  advertising 
world,  as  in  the  financial  world,  of  old  and 
honorable  standing,  and  the  time  will  come 
in  this  country  when  firms  that  are  known 
to  be  old  and  reputable,  will  on  that  very 
account  attract  more  trade  than  the  new 
houses  which  may  spring  up.  And  I re- 
peat, it  is  right  that  this  should  be  so,  for 
certainly  a record  of  untarnished  credit,  etc., 
is  a thing  that  can't  be  bought,  except  by 
buying  out  the  “ good  will,”  and  when  a bus- 
iness is  backed  up  by  a good  old  name,  the 
latter  will  go  a long  way  towards  achieving 
greater  success  if  the  fact  is  properly  adver- 
tised. Were  this  done  much  would  be  accom- 
plished towards  keeping  down  the  unstable 


134 


FOWLER’S  PUBLICITY 


scum  which  is  sucli  an  atlliction  in  tlic  world 
of  commerce. 

I have  seen  the  value  of  an  old  and  estab- 
lished reputation  in  the  case  of  our  own  house. 
When  we  placed  “Frog  in  your  Throat?” 
and  the  rest  of  our  line  of  ten-cent  family 
medicines  on  the  market,  though  the  change 
was  almost  revolutionary  and  provoked  some 
opposition,  no  doubt  was  ever  cast  on  the 
quality  of  the  remedies,  because  of  the  very 
fact  that  nearly  half  a century  of  unblem- 
ished reputation  stood  behind  them.  In  this 
way  we  reaped  the  fruit  of  what  I have 
called  the  advertising  dynamics  of  ancient 
standing. 

The  business  of  advertising  has  been  so 
profitable  that  too  many  have  been  drawn  into 
it,  and  the  result  is  confusing  to  anyone  start- 
ing out  to  advertise.  Newspapers  are  better 
than  anything  else  for  certain  lines,  but  it 
would  be  absurd  to  stop  at  newspapers  when 
the  business  will  admit  of  other  media. 
Everything  ought  to  be  carefully  considered 
and  outlined  ; and  while  advertising  in  certain 
media  has  been  overdone,  there  will  still  be 
new  channels  opening  up  with  new  methods. 
But  some  people  can  only  see  the  advantage 
in  a few  kinds  of  advertising  and  ignore  or 
denounce  all  others. 

Advertising  is  a study  ; and  in  every  busi- 
ness it  should  be  made  a part  of  the  system 
and  grow  with  it.  In  too  many  cases  it  is 
several  years  behind  the  times.  But  in  busi- 
ness the  man  who  has  it  “ in  him  ” is  going  to 
succeed,  and  the  measure  of  his  success  will 
depend  upon  himself  though  he  may  be  ham- 
pered by  surroundings  that  he  cannot  shake 
off.  In  these  days  of  rapid  development  suc- 
cess comes  quicker;  and  there  are  many  busi- 
nesses that  could  go  ahead  faster  were  they 
not  held  back  by  old  fogy  ideas  that  act  as  a 
drag.  The  greatest  successes  are  tliose  in 
which  one  individual  is  the  “ all  in  all,”  where 
one  head  has  it  all  its  own  way.  Into  such 
work  a man  is  able  to  put  his  whole  individu- 
ality and  push. 


Many  large  businesses  have  grown  without 
much  apparent  advertising.  The  subject, 
however,  must  undoubtedly  have  been  con- 
sidered, and  some  other  methods  pursued 
that  have  been  duly  decided  on  as  likely 
to  produce  greater  returns.  Some  large 
concerns  that  have  dealt  in  staples  have 
been  able  to  do  better  for  themselves  by 
absorbing  others  of  their  kind,  than  if  all 
had  started  in  to  advertise  their  own  partic- 
ular product.  Sugar  is  sugar,  and  petroleum 
is  petroleum. 

We  all  hear  about  the  larjje  amounts  of 
money  wasted  in  advertising.  When  a house 
gets  to  spending  a quarter  of  a million  or  more 
in  a year,  it  ought  to  know  how  to  do  it. 
That  is  why  the  advertising  department  should 
be  a part  of  the  business,  and  by  knowing 
how  to  place  or  buy  or  do  advertising,  half 
the  amount  of  money  can  often  be  made  to 
go  as  far,  or  the  whole  appropriation  made  to 
go  twice  as  far  as  it  would  do  with  less  skill- 
ful use. 

In  short  I would  say  that  in  general  the 
larger  part  of  the  money  spent  in  advertising 
by  an  average  business  house  up  to  a certain 
time  in  its  career  goes  only  to  show  what  to 
avoid  ; in  other  words  a business  should  find 
out  what  not  to  do  in  order  to  know  what  to 
do.  “ Experentia  docet”  as  applied  to  adver- 
tising, can  be  freely  translated,  “ Experience 
does  it.” 

In  general,  advertising  has  come  to  be  an 
absolute  necessity  in  most  walks  of  life. 
Many  houses  spend  thousands  and  thousands 
of  dollars  in  advertising,  and  do  it  well,  and 
vet  the  business  just  about  affords  a living. 
The  vital  problem  of  getting  a living  out  of 
the  business  that  a man  has  been  trained  to 
and  brought  iqi  in,  and  is  giving  his  whole  life 
to,  is  coming  to  be  to  “know  how”  to  get 
more  out  of  it  than  his  competitors  ; and  with 
other  things  equal  in  competition,  this  is  going 
to  turn  on  his  ability  as  an  advertiser.  1 may 
say  that  this  is  the  condition  most  of  us  are 
forced  to  lace  to-day. 


GREAT  SUCCESSES 


135 


Tarrant  e'c  Company 

New  York,  N.  Y.,  “Tarrant's  Seltzer  Aperient,” 
“ HolTs  Malt  Kxtract.”  Hy  William  A.  Ilocke- 
ineyer,  Mana"er. 

Tiik  man  wlio  does  not  regard  advertising 
as  a line  art  will  never  succeed  in  it. 

“ If  you  would  catch  trout  you  must  put 
your  heart  on  the  hook.” 

A poor  advertisement  costs  as  much  as  a 
good  one  without  accomplishing  the  desired 
results. 

If  the  advertisement  is  to  be  an  expensive 
and  permanent  one,  as  in  booklets,  etc.,  it 
should  possess  suHlcient  merit  from  both  an 
artistic  and  literary  standpoint,  to  guarantee 
its  preservation.  < 

One  advertisement  preserved  is  better  than 
a thousand  thrown  away. 

If  for  the  newspaper  or  magazine,  — which 
for  us  is  the  most  usual  and  profitable  form  of 
advertising,  — the  advertisement  should  be 
stere,  sententious,  and  epigrammatic,  couched 
in  the  best  of  English,  and  with  sufficient  blank 
space  to  rest  the  eye,  and  at  the  same  time, 
arrest  attention. 

Originality  is  a prerequisite  to  success  in 
advertising,  but  too  much  originality  is  worse 
than  none. 

So  far  as  possible  make  your  advertisement 
appeal  directly  to  the  class  of  people  you  most 
desire  to  reach,  and  avoid  attempting  to  catch 
everybody.  The  way  to  hit  the  mark  is  to 
aim  squarely  at  it. 

Be  not  too  wordy.  The  best  advertisements 
are  the  shortest  ones. 

Avoid  slang  and  common  catch-phrases. 
Polished  English  is  always  in  style. 

Make  your  sentences  short  and  consecutive, 
let  them  work  up  to  a climax.  When  you 
have  said  what  there  is  to  say,  stop. 

Do  not  sacrifice  your  future  interests  by 
attempting  to  force  a sale  of  material  which 
the  advertiser  does  not  want.  Figure  on  giv- 
ing  good  stock  and  fine  workmanship,  even  if 
you  do  not  get  all  the  orders. 


Merit  in  advertising,  as  in  everything  else, 
is  sure  to  be  recognized  in  the  long  run. 

Make  your  advertisement  prominent,  but  not 
obtrusive  — suggestive,  not  verbose.  Leave 
something  for  the  intelligence  of  the  reader  to 
supply. 

In  advertising,  one  does  well  only  what  one 
has  seen  or  suffered. 

John  H.  Pray,  Sons  & Company 

Boston,  Mass.,  Carpetings  and  Upholstery.  By 
the  Manager. 

We  do  not  feel  that  there  is  anything  spe- 
cially unusual  in  our  advertising  methods.  We 
use  the  Boston  daily  papers  rather  liberally, 
naming  goods  and  prices  in  most  cases.  We 
also  use  a few  suburban  papers  near  this 
city,  and  we  have  a small  space  in  the  princi- 
pal religious  weeklies  which  circulate  in  New 
England.  In  the  religious  papers  we  make 
special  reference  to  our  facilities  for  supply- 
ing church  carpets. 

As  for  the  construction  of  our  advertise- 
ments, we  use  correct  English,  simply  and 
directly  put. 

And  we  tell  the  truth. 

American  Wringer  Company 

New  York,  N.  Y.  By  J.  F.  Hemeuway,  Secretary. 

The  true  sportsman  seeks  with  growing 
zest  for  his  favorite  game,  exulting  over  his 
final  success  in  securing  it.  So  with  a suc- 
cessful advertiser.  His  pursuit  requires  the 
patience  of  a fisherman,  the  vigilance  of  a 
hunter,  and  the  perseverance  of  an  enthusiast 
who  will  not  acknowledge  defeat. 

In  general  the  considerations  are  various 
and  require  careful  study : wares,  clients, 
seasons,  sales,  price,  durability,  etc. 

In  my  line,  — clothes  wringers  and  clothes 
wringer  rolls  — the  key  of  success  lies  in  ad- 
vertising the  best  goods  at  a reasonable  price, 
and  furnishing  goods  just  as  advertised.  The 
cheap  grades  will  almost  sell  themselves  to 


136 


FOWLER’S  PUBLICITY 


those  customers  whose  chief  consideration 
is  the  price,  but  the  best  grades  give  far  better 
value,  more  durability,  and  greater  satisfac- 
tion in  use. 

In  advertising  our  goods,  it  is  well  to  be 
brief  and  to  the  point ; saying  too  much  is 
often  a detriment. 

Illustrations  help  to  secure  attention,  and 
this  once  secured,  the  wording  should  ex- 
cite interest  and  a desire  for  further  infor- 
mation. 

As  our  machines  are  of  very  general 
utility,  but  do  not  require  frequent  renewal, 
the  people  to  be  reached  embrace  many 
classes.  This  permits  the  use  of  a variety 
of  mediums,  preferably  those  of  general  cir- 
culation. To  suppose  that  eveiy  medium 
will  give  equally  good  returns  is  expecting 
too  much,  hence  careful  attention  to  results 
is  wise. 

Even  when  I find  a handsome  increase  in 
the  sales  I am  not  entirely  content,  until  I 
know  that  each  sale  helps  to  make  others ; 
and  thus  in  a measure  the  goods  advertise 
themselves. 

Arthur  Koppel 

Berlin,  Germany,  Maker  of  Narrow  Gauge  Kail- 
roads.  By  Max  Bruck,  Manager. 

To  the  advertiser  who  wishes  to  be  success- 
ful originality  seems  to  be  the  most  important 
point.  Me  must,  as  far  as  possible,  be  inde- 
pendent in  his  ideas  and  must  not  allow  him- 
self to  be  interfered  with.  It  is,  of  course,  an 
impossibility  to  do  successful  advertising  and 
not  adopt  other  people’s  ideas  to  a certain  ex- 
tent. It  is  therefore  most  necessary  for  the 
advertiser  to  procure  all  the  data ; he  must 
see  and  speak  with  the  newspaper  men  him- 
self, and  then  decide,  from  what  he  sees 
and  hears,  upon  his  way  of  acting.  This 
manner  of  acting  is  at  all  times  subject  to 
all  kinds  of  modifications.  Those  newspa- 
pers that  were  once  standard  may  be  to-day 
worthless,  and  vice  versa;  and  a branch  of 


industry  that  in  former  times  was  hardly 
worth  mentioning,  may  to-day  be  blooming 
and  thriving,  may  require  extensive  agitation, 
etc. 

We  must,  therefore,  combine  activity  with 
originality,  and  these  two  factors  must  go 
hand  in  hand  with  the  “ golden  opportu- 
nity.” 

In  order  to  take  advantage  of  all  the  means 
of  procuring  business,  it  seems  absolutely 
necessary  to  form  an  advertising  department, 
devoted  entirely  to  this  particular  branch. 
Here  in  Germany  we  are  in  our  infant  years 
in  regard  to  this.  Only  a few  of  the  larger 
firms  have  adopted  the  idea,  and  the  advertis- 
ing agencies,  of  which  we  have  plenty,  do  not 
offer  an  equivalent,  and  are,  after  all,  only 
the  soliciting  agents  for  our  advertisements, 
and  collecting  agencies  for  our  dues.  They 
do  not  have  sufficient  statistics  or  well-trained 
desiiiners- 

What  I am  going  to  say  may  be  rather  old 
to  Americans,  but  advertising  on  the  Conti- 
nent has  at  all  times  been  kept  within  certain 
boundaries  and  has  always  preserved  a cer- 
tain dignified  attitude. 

Let  us  begin  with  advertising  in  news- 
papers. First,  I make  use  of  the  newspaper 
almanac.  I request  the  more  important 
papers  to  send  me  copies  of  their  issues.  I 
read  them,  and  see  how  and  how  often  compet- 
itors advertise  in  these  papers.  If  I find  that 
friends  advertise  in  them,  I ask  what  results 
they  have  had.  I then  place  a small  adver- 
tisement to  begin  with  and  try  to  watch  the 
results.  I request  the  paper  to  give  my  ad- 
vertisement a favorable  and  conspicuous  place. 
From  that  time,  I watch  it  incessantly,  and  at 
the  proper  time  insert  a larger  advertisement 
with  a bright  catch-word  in  it.  I keep  a copy 
of  the  book,  and  try  to  be  posted  about  every- 
thing, — for  system,  catalogues,  and  statis- 
tics are  the  chief  reliance  of  the  adverti.s- 
ing  department,  as  well  as  of  any  other 
department. 

Let  us  now  consider  the  form  and  size  of 


(iRKAT  SUCCESSES 


137 


the  advertisement,  winch  should  be  short,  de- 
cisive, and  well-considered.  Shall  I always 
send  the  same  size  and  form  in  order  to  im- 
press it  upon  the  people’s  minds,  or  shall  1 
send  a different  style  to  give  the  people  some 
sort  of  a change?  This  depends  upon  the 
situation,  upon  the  paper,  and  upon  the  public. 
I should  say  that  on  the  one  hand,  it  may  be 
profitable  to  insert  the  same  advertisement  and 
thus  impress  it  firmly  and  lastingly  upon  the 
people's  minds,  but  on  the  other  hand,  no  op- 
portunity to  get  out  a new  style,  appropriate 
and  suitable  for  some  particular  occasion 
should  be  allowed  to  slip.  A very  striking 
way  is  to  refer  to  past  events  by  the  firm’s 
name,  names  of  animals,  etc.  For  instance, 
if  the  name  of  the  firm  is  Camel,  bring  out  a 
picture  of  a camel ; or  if  the  name  of  the  firm 
is  Samson,  get  a cut  of  the  biblical  Samson, 
etc.  Like  every  art,  advertising  has  its  pecu- 
liarities, but  for  all  that,  it  should  reflect  the 
attitude  and  standard  of  the  Arm  that  I belong 
to.  The  wording  of  the  advertisement  must 
be  clear,  simple,  and  to  the  point ; and  with 
the  progress  of  the  business,  this  branch  must 
keep  step  and  must  endeavor  to  find  new  ways 
and  means.  So  much  for  newspaper  adver- 
tising. 

o 

As  far  as  other  kinds  of  advertising  are 

o 

concerned,  I have  found  that  here  in  Germany 
the  scattering  of  illustrated  catalogues  broad- 
cast over  the  country  is  the  main  thing.  And 
it  is  here  we  learn  every  day,  with  pleasure, 
from  the  Americans,  who  are  far  ahead  of  us 
in  this  respect.  The  conditions  and  circum- 
stances are  simpler  and  more  traditional  with 
us.  We  insist,  however,  that  for  the  text  we 
must  have  the  best  writer,  and  for  the  illus- 
trations the  best  designer.  We  do,  as  a gen- 
eral rule,  too  much  calculating  and  try  to  be 
too  economical,  as  far  as  catalogues  are  con- 
cerned. If  I expend  thousands  for  the  word- 
ing, postage,  paper,  etc.,  surely  a few  more 
pennies  for  good  illustrations  are  well  invested. 
It  is  the  same  with  posters.  In  these  too,  we 
have  progressed  very  little,  although  we  have 


large  lithographing  and  colored  plate  estab- 
lishments, and  great  artists  ; but  what  is  tlie 
use  of  having  both  when  we  sorely  need,  and 
have  not,  their  combined  work?  We  start  to 
save  at  the  wroim  end.  We  have  a few  artists 

o 

in  Europe  who  have  devoted  all  their  knowl- 
edge and  talent  to  their  particular  line  of  art, 
and  have  already  created  revolutions  in  it.  I 
only  mention  the  names  of  two,  Cheret  and 
Grasset,  both  Frenchmen. 

The  display  of  advertisements  on  houses, 
roofs,  etc.,  offers  a great  field,  but  is  not  made 
use  of  to  any  extent,  partly  because  such  adver- 
tisements do  not  easily  catch  the  eye  of  the 
passer-by,  and  partly  because  too  many  diffi- 
culties are  experienced  in  the  hanging  up  of 
large  signs,  etc.,  as  the  permission  of  the  police 
must  be  first  granted.  So  far  as  the  former 
reason  is  concerned,  I think  that  too  little  has 
been  offered  to  the  public,  with  nothing  par- 
ticularly prominent.  We  lack  the  proper 
painters  for  the  reasons  mentioned  above. 

We  may  say  the  same  of  the  catalogues, 
posters,  etc.,  as  we  said  of  the  advertisements  : 
progress  slowly,  watch  the  results,  amend  or 
correct,  catch  everything  new,  and  be  always 
at  your  post.  Notwithstanding  all  this,  the 
results  the  advertising  department  attains  wall 
not  be  very  great,  unless  it  keeps  in  personal 
and  intimate  touch  with  the  salesmen  at  all 
times  and  aw'akens  their  interest  in  observa- 
tion and  communication.  If  they  W'ould  com- 
municate their  experiences  with  the  buyers  to 
us,  it  would  materially  help  us  to  prepare  the 
people  to  buy.  It  w'ould  pave  the  wa}’,  so  to 
speak.  And  one  thing  more.  Every  morn- 
ing let  us  start  work  over  again,  as  if  noth- 
ing had  been  done  the  day  before.  Never 
allow  yourself  to  refer,  either  in  mind  or  in 
words,  to  accomplished  facts.  We  must 
never  permit  ourselves  to  believe  that  w-e 
have  gained  the  victory,  but  ahvays  be  obsti- 
nate in  endeavor,  even  if  up  to  date  no  results 
have  materialized. 

Originafit}^  activity,  system,  and  obstinacy, 
— these  four  will  eventually  gain  success. 


138 


FOWLER’S  PUBLICITY 


J.  W.  Beardsley’s  Sons 

New  York,  N.  Y.,  “Shredded  Codfish,”  “Acme 
Smoked  Beef.”  By  the  Manager. 

We  made  our  advertising  pay  by  entrusting 
this  advertising  to  an  agent  who  conscientiously 
gives  us  his  best  thought  and  service,  and  by 
adopting  artistic  displa3's,  and  b}"  following 
this  advertising  up  constantly  with  effective 
missionary  work,  both  in  fields  new  in  our 
line  of  goods  and  in  those  in  which  they  have 
been  partially  introduced. 

The  mediums  that  we  are  using  comprise  a 
great  number  of  the  popular  magazines,  and 
this  class  of  mediums  appeals  to  us  as  being 
of  advantage  because  these  magazines  go  into 
the  homes,  and  the  general  readers  have  be- 
come accustomed  to  looking  over  the  adver- 
tising pages,  — a habit  which  has  grown 
rapidly  since  advertisers  have  adopted  artistic 
designs  to  display  their  advertisements.  That 
this  is  a fact,  is  evidenced  b}'  the  innumerable 
letters  we  receive  from  everj^  portion  of  the 
country. 

Charles  A.  Yogeler  Company 

Baltimore,  Md.,  “ St.  Jacob’s  Oil.”  By  L.  A. 
Saiidlass,  Manager. 

Your  publication  will  rightly'  assume  that 
advertising  is  the  foundation  of  success,  but 
where  all  kinds  of  methods  and  forms  have 
been  used,  — newspapers,  signs,  circulars, 
pamphlets,  and  novelties,  — it  would  be  diffi- 
cult, if  not  impossible,  to  name  the  particular 
line  of  work  that  has  most  contributed  to  that 
success. 

First  of  all,  I consider  the  newspapers  the 
best  mediums  for  our  business,  and  think  they 
have  contributed  largely^  to  our  success,  but 
the  selection  of  them  must  always  be  governed 
by  the  class  of  people  it  is  desired  to  reach. 
All  the  other  advertising  agencies  mentioned 
are  necessaiy  adjuncts  towards  success. 

I send  you  specimen  of  our  newspaper  dis- 
play advertisement  (which  will  be  reproduced 


in  your  book)  of  St.  Jacobs  Oil,  which  form 
is  most  used  b^"  us.  I hand  you  this,  not 
as  one  of  our  most  successful  advertisements, 
but  to  illustrate  a general  principle  of  adver- 
tising. This  principle  is  as  old  as  adver- 
tising itself,  and  is  summed  up  in  getting  at 
the  ma.ximum  of  effect  in  the  minimum  of 
space.  I am  inclined,  therefore,  to  believe 
that  displa}'ed  advertisements  are  the  most 
effective,  either  in  single  or  double  column 
form.  I prefer  the  latter  because  it  is  more 
obtrusive  and  more  easily  taken  in  b^"  a side- 
long glance. 

The  question  of  “ matter  ” is  of  such  scope 
as  not  to  be  within  the  bounds  of  a short  arti- 
cle like  this.  The  differences  in  the  wording 
and  style  of  advertisements  are  as  great  as  the 
difference  between  a patent  medicine  and  a 
bicycle.  Indeed,  the  advertisement  of  a patent 
medicine,  as  far  as  the  matter  to  be  used  is 
concerned,  is  almost  e.xclusive,  there  being  a 
natural  repugnance  to  the  use  of  all  medicines 
which  must  be  overcome  before  people  will 
bu}'.  Articles  of  utility,  luxury,  or  fancy,  in 
a large  degree  help  to  advertise  themselves, 
and  it  would  therefore  be  futile  to  attempt  to 
siiuffest  what  I think  best  as  to  “ matter,”  so  I 
return  to  form. 

Prominence  of  position  and  boldness  of 
appearance  would  seem  to  be  the  first  essen- 
tials in  this  line.  The  form  should  be  at  all 
times  novel  and  unique,  and  this  should  he 
wrought  out  in  the  least  space  possible,  in 
order  to  economize  in  the  expenditure  of  the 
laro;e  sums  which  are  annually  or  semi-annu- 
ally  disbursed  under  contract.  That  adver- 
tiser will  come  nearest  to  success  who  observes 
these  rules  and  learns  what  kind  of  matter 
will  best  serve  to  catch  his  class  of  custom. 

Rcy.  R.  S.  MacArthur,  1).  1). 

New  York,  N.  Y.,  Calvary  Baptist  Church. 

Without  doubt  all  the  interests  of  church 
work  are  subserved  by  properly  advertising 
tlie  church  services.  We,  perhaps,  have  tailed 


GKICAT  SUCCluSSlCS 


J39 


in  tlic  past,  hecanse  of  undue  liesitancy  in  that 
rooard,  luanv  pastors  and  other  cluirch  olli- 
cers,  fearing  lest  tliey  should  put  church  work 
merely  upon  a business  basis,  have  been  unduly 
conservative  in  the  matter  of  advertising  church 
services.  The  business  side  of  church  life 
can  never  profitably  be  neglected.  Good  taste 
and  wise  discrimination  must,  of  course,  be 
alwavs  shown  in  church  advertisements  ; and 
when  advertisements  are  made  in  harmony 
with  these  principles,  they  cannot  fail  to  be 
conducive  to  the  progress  of  all  forms  of 
church  life  and  work. 

Herendeeii  Manufacturing  Com- 
pany 

Geneva,  N.  Y.,  Furman  Hot  Water  and  Steam 
Boilers.  By  F.  A.  Herendeen,  Secretaiy. 

I  BELIEVE  I am  better  qualified  to  argue  the 
negative  side  of  this  question,  for  looking 
backwards  upon  the  advertising  we  have  done 
during  the  past  twelve  years,  I am  satisfied 
that  most  of  it  has  been  unprofitable,  and  the 
results  on  the  whole  unsatisfactory. 

However,  I cheerfully  give  you  a few 
thoughts  on  the  general  subject  of  advertis- 
ing. 

In  the  first  place  it  may  be  proper  to  state 
that  the  business  in  which  the  writer  is  en- 
gaged is  the  manufacture  and  the  selling  of 

O O C) 

certain  cast  iron  boilers  for  use  in  warming 
buildings  by  steam  or  hot  water  heat.  Now, 
at  the  start,  we  do  not,  and  never  have  relied 
upon  advertising  of  itself  to  sell  our  boilers, 
but  only  to  supply  us  with  the  names  of  per- 
sons, presumabl}'  interested,  that  may  event- 
ually become  customers. 

The  writer  views  newspaper  and  magazine 
advertising  as  divided  into  three  general 
classes,  viz : 

First,  advertisements  intended  to  sell  the 
article  advertised  directly  from  the  advertise- 
ment ; for  example,  advertisements  of  garden 
seeds,  etc. 


Second,  advertisements  intended  simply  to 
popularize  and  create  a retail  demand  for  the 
goods  advertised,  illustrated  by  the  various 
soap  and  baking  powder  and  food-product 
advertisements. 

Third,  advertisements  seeking  only  to  inter- 
est the  intending  purchaser  to  write  for  cata- 
logue, etc.,  the  sale  then  to  be  worked  up 
gradually  by  correspondence  or  personal  in- 
terviews. 

Our  boilers  come  under  this  last  class.  We 
therefore,  as  before  said,  demand  of  our  ad- 
vertisements simply  to  bring  us  into  communi- 
cation with  possible  customers.  The  chances 
of  making  a sale  then  depend  upon  : 

1 — Qi^iality  of  goods  offered. 

2 — Attractiveness,  and  convincing  way  in 
which  the  merits  of  the  goods  are  presented, 
as  by  circulars  or  personal  interviews,  and 

3 — Prices  asked. 

It  seems  to  be  a settled  fact  that  the  general 
public  is  always  desirous  of  buying  the  best 
goods  at  the  lowest  prices. 

Now,  heating  boilers  are  presumably  pur- 
chased and  used  by  well-to-do  people  who  are 
building  or  remodeling  their  homes.  Adver- 
tising therefore,  to  attract  such  customers 
would,  one  would  naturally  think,  be  best 
placed  in  the  high-class  magazines. 

(I  am  omitting  entirely  in  this  discussion  the 
question  of  seeking  the  steam  fitters’  trade  by 
means  of  advertising  in  the  so-called  trade 
papers. ) 

Well,  we  have  in  the  past  felt  that  magazine 
advertising  would  best  meet  our  requirements, 
and  accordingly  have  quite  faithfully  tried  it 
for  a number  of  years,  and  the  better  to  test 
the  relative  value  of  different  magazines  we 
have  used  in  our  advertisements  certain  keys, 
so  that  by  the  reply,  w^e  can  at  once  accurately 
determine  the  name  of  the  magazine  in  which 
the  writer  saw  our  advertisement. 

So  far  so  good.  We  received  in  the  aggre- 
gate several  thousand  inquiries  each  year,  and 
by  this  svstem  credited  them  to  the  proper 
medium  in  which  they  originated.  At  the 


140 


FOWLER’S  PUBLICITY 


end  of  each  year  we  traced  the  sales,  and  sur- 
prising as  it  may  seem,  certain  magazines  that 
furnish  tlie  fewest  names,  on  the  other  hand 
resulted  in  the  most  sales.  We  however  were 
forced  to  believe  that  a large  proportion  of  the 
inquiries  were  sent  merely  out  of  curiosity. 

Now  the  answer  to  .the  question,  “ Does 
advertising  pay  ? ” depends  exactly  upon  the 
mathematical  difference  between, 

1st  — The  profits  on  the  sales  that  finally 
result  from  the  advertising,  and 

2nd — -The  total  expense  of  said  advertis- 
ing. 

o 

If  your  profits  amount  to  $100,  and  the  ad- 
vertising costs  $90,  then  I say  yes,  advertis- 
ing pays.  If  the  figures  are  reversed,  then 
it  is  my  opinion  that  that  particular  form  of 
advertising  does  not  pay. 

Of  course  I am  aware  of  the  theory  of 
“ Casting  your  bread  upon  the  waters,”  etc., 
which  advertising  agents  never  fail  to  quote, 
but  as  far  as  the  boiler  business  goes,  if  the 
sale  is  not  effected  within  the  year,  or  at  the 
most  within  the  second  year,  the  chances  are 
it  will  never  be  made. 

Of  course  advertising,  when  the  term  is 
used  in  its  broad  sense,  is  absolutely  necessary 
to  every  business  ; our  salesmen,  the  circulars 
and  free  samples  we  send  out,  our  stores  and 
sign-boards,  are  a form  of  advertising  which 
all  business  men  must  use  more  or  less.  Rut 
for  ourselves,  and  judging  carefully  by  annual 
comparison  of  the  condition  of  our  business, 
we  have  about  reached  the  conclusion  that  we 
are  better  off  to  take  the  amount  of  money 
formerly  appropriated  for  newspaper  and 
magazine  advertising,  and  use  it  in  other 
boiler-selling  methods ; more  salesmen,  more 
frequent  distribution  of  boiler  literature,  etc. 
“ Results  onlv  count.”  “ The  proof  of  the 
pudding  is  in  the  eating.” 

In  1894  and  1895  we  did  a larger  business 
than  in  previous  years,  and  yet  during  these 
two  years,  and  especially  in  1895,  we  did 
substantially  no  general  or  popular  advertising 
whatever. 


I know  there  are  other  successful  boiler 
manufacturers  who  think  differently,  but  as 
for  ourselves,  until  publishers  adjust  their  ad- 
vertising rates  so  that  they  will  be  commen- 
surate with  the  benefit  derived  by  the  adver- 
tiser, we  feel  we  can  make  more  money  and 
be  better  off  by  staying  out. 

The  writer  believes  that  some  day  there 
will  be  various  classifications  of  advertisin<x 
space,  charged  for  in  proportion  to  the  benefit 
derived  by  the  advertiser. 

It  is  just  as  reasonable  to  assume  that  all 
horses  should  be  worth  the  same  money,  or 
that  the  railroad  companies  should  haul  all 
freight  at  the  same  price  per  hundred  pounds, 
as  that  all  advertising  space  in  the  same 
magazine  should  cost  alike  to  all  advertisers. 

For  instance,  how  much  would  it  benefit  a 
manufacturer  of  office  desks  to  advertise  them 
in  a distinctly  woman’s  paper?  How  much 
profit  would  there  be  left  to  him  on  desks 
sold  thereby,  after  paying  for  his  advertise- 
ment at  the  rate,  of  say,  $5  a line? 

And  yet  it  is  possible  to  conceive  that  this 
same  paper  might  he  profitable  to  some  ad- 
vertisers, even  should  space  cost  them  ^10  a 
line. 

William  G.  Bell  Company 

Boston,  Mass.,  Makers  of  Market  and  Grocers’ 
Fixtures.  By  William  G.  Bell,  President. 

The  question,  “ IIow  to  make  advertising 
pay,”  is  one  which  every  business  man  must 
take  time  to  answer  and  to  act  upon.  To 
brin^  one’s  name  and  one’s  ooods  before  the 
public  in  snch  a manner  as  to  imprint  them 
indelibly  on  the  minds  of  huvers  and  con- 
sumers, is  the  constant  aim  of  the  live  man- 
ufacturer, and  this  aim  has  become  the 
foundation  of  a real  art  — the  art  of  advertis- 
ing. 

It  is  natural  for  the  general  public  to  notice 
most  carefullv  and  remember  longest  anything 
attractive.  We,  therefore,  keeping  this  point 
in  mind,  have  for  some  years  been  sending 


(JRKAT  SUCCEwSSKS 


out  lilhof^raph  work  in  lar^e  (luantitics,  tliLs 
season  takin<^  the  form  of  a handsome  four- 
page  folder  representing  tlie  “ Four  Seasons,” 
which,  while  it  is  eagerly  seized  upon  for  its 
beauty,  hv  no  means  loses  sight  of  business, 
the  back  of  the  folder-being  covered  with  ad- 
vertising matter  as  “catchy”  and  bright  as 
we  are  able  to  make  it,  under  which  lies  a 
strata  of  solid  facts. 

That  one  must  persevere,  or  “ keep  ever- 
lastingly at  it,”  is  an  open  secret  in  successful 
advertising.  For  more  than  a quarter  of  a 
century  we  have  continuall}"  and  with  unfail- 
ing regularity  brought  our  spiced  seasoning 
before  the  public,  until  its  name  and  fame,  we 
mav  certainly  say  without  being  considered 
conceited,  is  world-wide. 

It  is  needless  to  say  that  one  must  have  faith 
in  one’s  goods,  and  must  have  a good  article 
to  advertise,  for  the  best  advertisements,  by 
the  most  clever  writers,  will  not  boom  for  any 
space  of  time  an  article  obviously  inferior  and 
below  the  accepted  standard. 

We  answer  “Yes  ” to  the  question, 

“ Does  your  advertising  pay  ” 

And  we’ll  keep  on  advertising 
While  we  have  a word  to  say. 

Chickering  & Sons 

Boston,  Mass.,  Makers  of  Pianos.  By  C.  H.  \V. 

Foster,  Treasurer. 

You  have  asked  us  to  answer  the  question, 
“ How  I made  advertising  pay?”  In  a con- 
densed form  we  would  state  it  thus  : 

We  keep  our  name  before  the  public  in  a 
small  way,  all  the  time,  in  places  where  it 
may  be  seen,  occasionally  in  a large  way,  in 
places  where  it  must  be  seen. 

With  our  name  we  mention  our  goods,  un- 
hesitatingly assert  that  they  are  the  best  made, 
and  show  by  our  medals  and  testimonials  that 
our  assertions  are  universally  approved  by 
experts,  musicians,  and  the  music  loving  pub- 
lic. We  then  continue  to  manufacture  our 
goods  in  accordance  with  our  assertions  and 
await  results. 


141 

L.  C.  Bliss  & Company 

Boston,  Mass.,  Makers  of  “ The  Regal  Shoe.” 

Wic  have  always  been  strong  believers  in 
advertising,  stronger  still  in  the  belief  that  an 
article  to  be  well  advertised  must  be  a thiim 

o 

that  the  public  will  take  kindly  to  after  once 
having  tried  it.  We  have  always  endeavored 
to  take  much  pains  in  conve3dng  facts  to 
the  buying  public,  and  only  facts  pertaining 
to  our  shoes.  We  have  been  careful  with  the 
details  necessary  in  the  making  of  the  shoe. 
We  depend  largely  upon  illustrations  in  our 
advertisements,  and  in  fact  give  more  detail 
and  space  to  this  particular  part  than  to  un- 
necessary argument,  believing  that  an  accu- 
rate representation  of  the  shoe  itself  will  tell 
the  story  more  concisely  than  the  usual  argu- 
ments applied  in  the  shoe  business. 

As  a rule,  we  prefer  to  use  half-tones  taken 
direct  from  the  photographs  of  the  shoes. 
With  this  we  have  lingered  on  the  fact  that 
we  are  the  only  shoe  manufacturers  in  the 
world  making  and  selling  direct  to  the  con- 
sumer  141  styles  of  shoes,  invariabl}’  at  one 
price.  We  have  never  made  a statement  in 
our  advertising  that  we  have  not  been  able  to 
back  up.  The  utmost  attention  has  been 
given  to  our  mail  order  business,  and  in  case 
of  any  dissatisfaction  on  the  part  of  the  binder, 
that  dissatisfaction  has  been  rectified. 

We  find  that  in  supporting  our  numerous 
stores  with  local  advertising,  the  returns  are 
quicker  and  more  satisfactoiy.  Whereas  we 
admit  that  mafjazine  advertising  has  brought 
to  us  big  returns,  and  has  done  a great  deal 
towards  making  for  us  new  friends  in  distant 
parts,  which  newspaper  advertising  would  not 
do,  we  find  it  an  expensive  luxury.  If  you 
have  studied  our  advertisements  there  is  no 
need  of  our  saying  more.  The  shoe  is 
shown  with  ample  white  space,  the  word 
‘‘Regal”  invariabl}^  in  prominence,  the 
price  ditto,  and  a brief  description  of  the 
shoe,  with  as  much  variety  of  style  and  cut 
as  possible. 


142 


FOWLER’S  PUBLICITY 


Chicago  Great  AYesterii  Railroad 

Chicago,  111.  By  F.  H.  Lord,  General  Passenger 
and  Ticket  Agent. 

You  ask  me  to  state  how  we  made  adver- 
tising pay.  Your  question  is  quite  perplex- 
ing, and,  in  my  opinion,  is  one  of  the  most 
serious  questions  we  have  to  deal  with.  The 
important  feature  in  advertising,  whether  it  be 
newspaper,  magazine,  display,  or  any  other 
form,  is  to  originate  something  that  will  be 
noticed  and  talked  about  by  the  public  in 
general. 

Bill-board  advertising  we  have  found  has 

o 

paid  us  for  the  reason  that  such  as  we  have 
causes  comment.  The  same  is  true  of  special 
work  gotten  out.  As  to  newspaper  advertis- 
ing, I am  greatly  in  favor  of  “ reading 
notices,”  short  and  to  the  point,  although  dis- 
play advertisements,  if  amply  large,  I have 
found  brought  returns.  The  masses,  how- 
ever, want  as  complete  information  in  as  con- 
cise a form  as  can  be  given  them,  hence  my 
faith  in  newspaper  “ reading  notices.”  My 
idea  is,  that  to  make  advertising  pay,  it  must 
be  brief,  attractive,  and  “ right  to  the  point.” 

Cleveland  Baking  Powder  Com- 
pany 

New  York,  N.  Y.  By  C.  0.  Gates,  Treasurer. 

You  ask  us  to  answer  the  question  “ How 
we  made  our  advertising  pay?”  in  just  the 
same  way  we  should  answer  a friend  who 
might  ask  the  same  question.  We  cannot  im- 
agine a friend  asking  such  a question.  Hun- 
dreds have  asked  “ Does  advertising  pay?”  or 
“How  in  the  world  does  advertising  pay?” 
but  it  strikes  us  that  no  one  but  an  expert  in 
the  business  would  have  thought  of  asking 
“ How  we  made  it  pay?” 

There  is  a vague  impression  that  somehow 
mere  advertisin<r  brin<£s  success.  In  that  con- 
elusion  you  evidently  do  not  concur.  We 
agree  with  you. 


Advertising  pa3^s  and  it  does  not  pay;  it  all 
depends.  A thousand  and  one  details  may 
affect  the  result,  and  it  is  not  practicable  to 
give  a clear  idea  of  the  way's  and  means  with- 
out giving  a pretty  minute  record  of  a business 
with  all  its  special  difficulties. 

Advertising  is  a sort  of  introduction.  If  it’s 
the  right  kind,  and  from  the  right  party  to  the 
right  party,  there  is  an  opportunity  to  make  a 
sale.  The  advertising,  or  introduction,  simply 
presents  the  opportunity  to  put  your  goods 
before  the  possible  buyer.  Success  in  mak- 
ing sales  is  the  result  of  multiplying  many' 
factors  together,  and  there  is  only'  one  fac- 
tor amonff  them  all  that  oimht  to  be  invari- 
able,  and  that  is  the  standard  quality  of  the 
article. 

Advertising  is  a factor,  an  important  one 
indeed,  but  still  only  one  factor. 

Really',  we  do  not  see  how  any'one  can  an- 
swer y'our  question  frankly  without  giving  a 
pretty  complete  history  of  his  business  for  a 
certain  time.  To  illustrate  : 

Here  are  two  towns  of  about  the  same  gen- 
eral character;  a river  between  them,  at  the 
outside  not  200  feet  wide.  To  all  intents  and 
purposes  these  towns  are  one,  yet  the  same 
article,  presented  to  the  citizens  of  the  two 
towns  in  the  same  way',  at  the  same  time,  hv 
the  same  salesmen,  advertised  in  the  same 
way',  ought  to  meet,  one  would  say,  the  same 
success. 

It  is  a puzzling  fact,  however,  that  one 
town  gives  y'ou,  say'  75  per  cent,  of  the  trade, 
while  the  other  town  gives  y'ou  but  10  or  15 
per  cent.  Apparently'  the  same  factors  multi- 
plied together  do  not  always  bring  the  same 
result. 

Tills  would  seem  to  illustrate  that  your  ques- 
tion cannot  be  fairlv  answered  without  going 
into  a world  of  detail.  Each  locality  has  its 
peculiarities  which  have  to  be  studied  and  met 
in  some  way',  and  unless  the  advertising  can 
approximately  meet  them,  it  may'  be  a very' 
serious  question  indeed  whether  one  can 
“ make  advertising  luiy'.” 


GREAT  SUCCESSES 


143 


Cudahy  Pharmaceutical  Company 

Omaha,  Neb.,  “ Rex  Hraiul  Extract  of  Beef,” 
“ Rex  Pepsin  Cliewiii"  (iimi,”  Pepsin  Products, 
etc.  The  Cudahy  Soap  Company.  By  Dr.  .\.  E. 
Dickinson,  Manager. 

When  I took  cliarge  of  tlie  business  of  The 
Cudaliy  Pliannaceutical  Company,  some  four 
years  ago,  I found  affairs  in  an  embryonic, 
as  well  as  a chaotic,  state.  Fortunately,  the 
country  was  at  the  full  tide  of  prosperity,  and 
I was  able  not  only  to  quickly  devise  plans  to 
market  the  products,  but  to  find  salesmen  who 
could  successfully  operate  thereunder,  so  that 
up  to  the  last  moment  of  the  political  frenzy 
of  the  campaign  of  1892,  it  was  not  how  to 
sell  goods,  hut  how  to  make  them  fast  enough 
to  meet  the  constantly  growing  demands. 
While  I had  feared  that  the  change  of  admin- 
istration would  be  destructive  to  business,  I 
never  anticipated  that  it  would  practically 
stifle  business  enterprise ; nor  did  I believe 
that  my  twenty-two  salesmen  would  neces- 
sarily be  reduced  to  three,  and  those  unprofit- 
able ; nor  that  all  advertising  must  be  stopped 
because  resultless  ; nor  that  instead  of  a natu- 
ral increase  of  business  from  past  Herculean 
efforts  the  volume  would  actually  shrink  one 
third. 

It  was  thus  that  with  the  opening  of  1893  I 
had  to  meet  entirely  new  conditions,  and  to 
devise  wholly  new  methods.  From  a mytho- 
logical view  it  seemed  to  me  that  I had  three 
new  and  formidable  opponents.  There  was 
the  god  of  “ One  Idea,”  whose  fetich  was 
most  powerful,  and  whose  worshippers  imag- 
ined that  the  measure  of  his  waistband  showed 
his  capacity  of  brain  power.  This  god  pro- 
posed to  increase  commerce  by  handing  our 
home  trade  over  to  our  competitors ; this 
policy  cut  down  the  duty  on  beef  extract  from 
25  cents  per  pound  specific  to  20  per  cent,  ad 
valorem,  a shrinkage  of  about  15  cents  per 
pound,  in  the  face  of  the  fact  that  South 
American  cattle  were  worth  ^2.50  per  head, 
against  American  of  $14  ; labor,  freights,  etc.. 


being  cnpudly  in  their  favor.  Then  the  demon 
of  Free  Silver  appeared  to  disturb  values  ; the 
demon  of  Hate  who  was  opposed  to  any  north- 
ern enterprise,  and  the  god  of  Anglophobia  wbo 
wanted  everything  brought  from  Europe.  In 
fact  the  number  of  minor  gods  and  demons  was 
seemingly  beyond  buman  calculation.  Added 
to  these  already  great  national  troubles,  the 
fertile  fields  of  Nebraska  felt  not  a drop  of 
rain  in  seven  months ; a simoon  swept  the 
state  for  three  days  with  its  hot  breath,  blast- 
ing almost  everything  that  had  yet  preserved 
life  ; and  as  if  the  sev'en  plagues  of  Egypt 
were  to  be  ours,  a labor  strike  quickly  closed 
the  large  packing  house  of  which  we  are  only 
an  adjunct,  and  we  heard  at  our  very  doors 
the  tramp  of  armed  men,  and  the  click  of  the 
musket,  and  looked  in  the  throat  of  the  noisy 
Gatling  ready  to  do  its  horrid  work.  Under 
these  conditions,  I was  called  upon  to  formu- 
late new  methods  and  devise  a successful 
business  policy.  When  a policy  fitted  to  these 
new  conditions  was  determined  on,  with  a 
shrunken  market,  and  an  equally  curtailed 
supply,  it  was  necessary  that  we  should  em- 
ploy less  salesmen  and  do  less  advertising ; 
and  now  I am  able  to  approach  the  topic  and 
to  explain  more  fully  “ How  I made  advertis- 
ing pay.” 

Fortunately  for  the  advertiser,  if  not  for  the 
publisher,  advei'tising  rates  had  been  materi- 
ally reduced  and  the  volume  of  advertising 
so  lessened  that  the  shrewd  advertiser  was 
enabled  not  only  to  secure  largely  reduced 
rates,  but  choice  locations.  I have  always 
favored  dealing  through  an  agency,  realizing 
the  force  of  the  lesfal  adarje,  that  “ he  who 
pleads  his  own  cause  has  a fool  for  a client ; ” 
but  even  though  the  agency  is  enabled  to 
secure  rates  and  spaces  beyond  the  reach  of 
the  advertiser  dealing  direct,  yet  supervision 
by  tbe  advertiser  is  vitally  essential.  With  a 
limited  supply,  and  a more  limited  market,  I 
paid  greater  attention  to  the  mediums  used  : 
thus,  while  the  Barbers’  Own  Journal  may  be 
the  ideal  medium  for  soap  and  shaving 


144 


FOWLER’S  PUBLICITY 


brushes,  it  would  not,  in  my  opinion,  reach 
the  class  who  would  most  largely  use  beef 
extract.  I sought  less  general  publicity  in 
journals  of  general  circulation  than  I did  in 
those  that  reached  the  choice  few  to  whom, 
in  my  opinion,  I could  most  successfully 
appeal. 

When  the  medium  was  selected,  the  ar- 
rantjement  of  a striking  advertisement  was 
the  next  important  feature.  The  advertiser 
can’t  always  be  a compositor,  and  the  aid  of  a 
good  artist,  who,  if  not  able  to  originate,  can 
at  least  faithfully  follow  out  the  ideas  of  his 
principal  is  essential.  And  I have  found  it 
most  difficult  to  secure  intelligent  co-operation, 
even  by  the  aid  of  a large  representative 
agency ; and  it  is  most  likely  that  for  a long 
period  one’s  representative  and  his  skilled 
assistants  cannot  comprehend  the  salient  or 
essential  points  of  his  business  policy,  and 
unless  the  advertiser  is  on  his  guard,  adver- 
tisements will  be  inserted  which,  though  they 
may  seem  creditable,  don’t  strike  home. 

I believe  like  Henry  Ward  Beecher,  in 
“ Burning  Words,”  and  when  such  words  are 
found,  in  pounding  away  with  sledge  hammer 
blows. 

My  advertisements,  therefore,  have  been 
largely  on  the  “one  idea”  plan.  Better,  in 
my  opinion,  to  permit  the  public  to  believe 
that  Rex  Brand  Beef  Extract  is  useful  for  no 
other  purpose  than  to  flavor  soups,  than  to 
confuse  it  with  a multitude  of  indefinite  claims, 
none  of  which  makes  a lasting  impression. 
Originality  is  a most  important  feature,  but 
a most  diffiicult  one.  The  public  demands 
novelties,  and  as  it  is  the  object  sought,  its 
wants  must  be  catered  to.  All  this  I tried  to 
accomplish,  and  in  a measure  at  least  I suc- 
ceeded. But  the  role  of  the  modern  adver- 
tiser is  not  an  easy  one.  He  must,  to  a great 
extent,  judge  for  himself  as  to  mediums  and 
methods,  or  his  money  will  go  as  water 
throimh  a skimmer.  But  with  all  his  skill 

o 

and  vigilance,  the  aid  of  a trained  expert  will 
be  necessary  at  eveiy  turn,  and  without  such 


aid  his  venture  will  result  in  disaster ; and  I 
am  frank  to  say  that  without  such  aid  I might 
never  “ have  made  advertising  pay.” 

If  I,  the  victim  of  political  frenzy,  a supply 
lessened  by  Nature’s  failure  to  furnish  rain 
and  scorched  by  the  hot  blasts  of  a simoon, 
with  a business  stopped  by  a labor  strike  from 
which  I emerged  at  the  muzzle  of  a Gatling 
and  the  point  of  a bayonet,  could  arise 
phoenix-like,  devise  new  plans  adapted  to 
new  conditions,  let  the  “ dead  past  bury  its 
dead,”  and  could  “ make  advertising  pay,” 
surely  others  may  emulate,  if  not  improve 
upon,  my  example. 

Ransomes,  Sims  & Jefferies,  Ltd. 

Ipswich  and  London,  England,  Portable  and  Trac- 
tion Engines.  ' 

We  beg  to  say  that  we  find  from  long  ex- 
perience that  our  best  advertisement  is  in  the 
quality  and  usefulness  of  the  goods  we  send 
out.  We  therefore  rely  almost  entirely  on  our 
manufactures,  and  not  so  much  on  other  forms 
of  advertisement. 

McIntoslLHuntiiigton  Company 

Cleveland,  Ohio,  Distributers  of  Hardware,  Bi- 
cycles, and  Cutlery.  By  H.  H.  Bishop,  Secre- 
tary. 

When  it  comes  to  answering  the  question, 
“How  we  made  advertising  pay?”  we  find 
that  the  first  thing  that  confronts  us  is  the 
c]uestion  in  our  own  minds  as  to  whether  or 
not  it  has  paid.  We  think  this  is  one  of  the 
most  difficult  questions  that  any  advertiser  has 
to  answer,  and  from  the  limited  experience 
we  have  had,  we  should  say  that  unless  there 
is  some  special  thing  for  which  there  is  a de- 
mand, to  be  advertised,  an  advertiser  is  more 
likely  to  be  shorn  of  his  money  than  to  receive 
the  benelits  that  he  expects. 

Our  house  has  experimented  with  advertis- 
ing at  different  times  and  in  different  ways. 
From  local  advertising  in  newsjiapers  for  our 


G R E Al’  S UCCKSS  ES 


reiiular  line,  which  consists  of  hardware, 

o 

house  fnrnisliing  goods,  and  a multitude  of 
other  articles,  we  have  always  felt  that  we 
have  never  received  the  returns  we  should 
have  received,  for  the  money  expended,  and 
have  attributed  it  largely  to  our  location,  which 
is  somewhat  outside  of  the  retail  centre.  Not- 
withstanding this  fact,  we  have  found  that  the 
most  ellicient  advertising  that  we  can  do  is  to 
displav  certain  articles  in  our  show  window's 
in  an  attractive  form.  This  is  almost  sure  to 
bring  inquiries  from  passers-by  that  will  result 
in  some  sales.  We  w'ould,  therefore,  express 
the  opinion  that  tasteful  and  varied  window 
dressing  is  one  of  the  most  efficient  means  of 

o 

advertising  that  a general  merchant  can  em- 
ploy. 

When  it  comes  to  advertising  a specialty 
like  the  bicycle,  an  entirely  different  principle 
seems  to  be  necessary.  The  demand  for  bi- 
cycles has  undoubtedly  been  created  by  lib- 
eral advertising,  both  through  the  medium 
of  printer’s  ink  and  the  vocal  organs  of  sat- 
isfied customers,  who  have  been  so  lavish 
in  their  praises  of  their  particular  mounts  that 
almost  everybody  has  become  imbued  w'ith 
the  fever. 

How  to  reach  the  riders  is  the  question  that 
agitates  the  mind  of  the  bicycle  dealers  and 
manufacturers.  We  believe  that  we  must  do 
tw'o  kinds  of  advertising  for  this,  the  first  to 
reach  the  general  public  and  to  e.xcite  an  in- 
terest in  the  particular  bicycle  that  we  have 
to  offer;  the  next  to  be  directed  to  the  trade. 
There  is  no  one  class  of  advertising  that  is 
complete  in  itself,  but  the  various  styles  round 
out  and  supplement  one  another. 

If  we  have  an  attractive  adv'ertisement  in 
some  magazine  of  large  circulation,  it  must 
of  necessity  convey  only  a limited  idea  of 
what  we  have  to  offer,  and  much  pains  must 
be  taken  in  the  preparation  of  our  catalogue, 
W'hich  goes  into  details  for  the  information  of 
the  prospective  customers.  The  catalogue, 
therefore,  is  a very  important  factor  in  adver- 
tising. Our  dealers  must  be  supplied  with 


145 

advertising  matter  that  is  suited  to  their  wants, 
such  as  booklets,  fence  signs,  catalogues,  etc. 
We  are  linn  believers  in  judicious  advertising, 
and  just  as  firm  disbelievers  in  the  wasting  of 
unnecessary  money  in  publicity. 

We  believe  that  an  advertiser  should  en- 
deavor to  attract  the  attention  of  the  people,  not 
so  much  by  the  use  of  a large  and  expensive 
space,  as  by  the  careful  preparation  of  an  ad- 
vertisement to  occupy  a moderate  space.  We 
are  also  strong  believers  in  the  use  of  pictorial 
advertisements,  believing  that  many  people 
w'ho  w'ill  not  stop  to  read  a lengthy  advertise- 
ment, will  stop  long  enough  to  take  in  some 
engraving,  even  if  it  is  not  very  artistic,  and 
will  also  take  time  enough  to  read  the  few 
lines  that  may  be  found  at  the  bottom  of  that 
engraving. 

Waukenhose  Company 

Boston,  Mass.  By  Walter  C.  Lewis,  Manager. 

I low'  do  I think  advertising  is  made  to  pay? 

This  question  covers  all  advertising  ; the  ex- 
ploiting of  humbugs,  tbe  prompting  of  legiti- 
mate enterprises,  tbe  catch-penny,  the  staple, 
the  educational,  the  sensational. 

In  my  opinion  advertising  to  be  most  suc- 
cessful requires  in  the  advertiser  : 

First,  the  commercial  instinct,  combined 
with  the  artistic  temperament. 

Second,  a talent  for  clear,  forcible  expres- 
sion. 

Third,  a special  knowledge  of  means  to 
ends. 

Fourth,  earnest  application  of  all  these. 

This  combination  wins,  however  the  condi- 
tions may  vary. 

Francis  H.  Leggett  & Company 

New  York,  N.  Y.,  Importing  and  Jobbing  Grocers. 

By  John  C.  Jnhring. 

We  have  made  advertising  pay  by  keeping 
everlastingly  at  it,  and  filling  orders  w'ith 
goods  exactly  as  represented. 


FOWLER’S  PUBLICITY 


146 

New  York  Military  Academy 

Cornwall-on-Hudson,  N.  Y.  By  S.  C.  Jones,  C.  E., 
Superintendent. 

The  educational  institutions  of  tliis  coun- 
try, regarded  as  business  enterprises,  may  be 
roughly  divided  into  two  classes  : First,  those 
endowed,  including  public  schools  supported 
by  taxation  and  managed  by  trustees  and 
salaried  officers ; and  second,  those  without 
endowments,  dependent  solely  on  receipts 
from  tuition  fees,  and  managed  by  their  own- 
ers. The  former  includes  the  great  universi- 
ties, technical  schools,  and  minor  colleges, 
which,  as  a rule,  do  not  advertise,  but  all  of 
which  receive  a large  amount  of  unsolicited  but 
valuable  free  advertising.  It  is  the  second 
class  which  needs  to,  and  does  advertise  liber- 
ally, and  which  I have  in  mind  in  what  follows. 

Nearly  every  one  of  these  schools  is,  by  its 
equipment,  methods  of  discipline,  or  traditions, 
limited  to  a definite  number  of  students,  be- 
yond which  there  is  no  desire  to  go.  This 
number  once  secure,  the  only  problem  before 
the  manager  of  the  institution  is  how  to  fill 
the  vacancies  sure  to  be  made  by  gradua- 
tion and  other  causes  at  the  end  of  the  school 
year.  In  a well-managed  school,  these  vacan- 
cies will  amount  to  from  25  to  35  per  cent, 
of  the  whole  number  in  attendance,  but  it  is 
safe  to  assume  that  new  students  amounting  to 
ten  per  cent,  of  the  whole  will  come  to  the 
institution  through  the  influence  of  relatives 
or  friends  already  there.  For  the  balance  he 
must  depend  upon  his  advertising. 

Until  quite  recently  school  advertisements 
were  noticeable  only  for  their  stereotyped 
form.  The  usual  space  was  half  an  inch,  and 
here  was  given  the  name  of  the  school,  its 
age,  location,  and  most  prominent  of  all,  the 
name  of  the  principal.  All  of  tlie  progressive 
schools  have  dropped  this  form,  and  are  now 
showing  originality  and  boldness  in  matter 
and  arrangement.  In  doing  so  they  have  had 
to  consider  the  following  points  peculiar  to  the 
business  : 


1st.  The  amount  of  new  business  to  be 
secured  being  limited,  the  advertisements  must 
secure  this  with  the  least  possible  expenditure. 

2nd.  The  students  will  almost  invariably 
come  from  educated  and  well-to-do  families. 
The  advertisements  must  therefore  be  placed 
in  mediums  reaching  this  class. 

3rd.  Students  are  seldom  secured  from  the 
advertisement  alone.  All  that  can  be  expected 
of  it  is  to  put  the  school  in  communication  with 
the  parent.  It  should  therefore  be  noticeable 
either  in  matter  or  arrangement,  so  that  in 
looking  over  the  long  lists  of  schools  iisuallv 
advertised,  the  parent  must  see  it  and  be 
enough  interested  to  send  for  a catalogue. 

qth.  The  school,  for  a period  of  from  three 
to  five  3^ears,  assumes  the  responsibilities  and 
cares  of  the  parent  for  each  of  its  students. 
The  health,  morals,  manners,  and  mental 
and  physical  improvement  of  each  is  in  its 
hands.  The  parents,  before  they  will  place 
their  children  in  a school,  must  be  convinced 
that  its  officers  feel  this  responsibility  and  are 
willing;  and  able  to  bear  it.  The  advertise- 
ment  must  give  this  impression  and  it  should 
be  followed  up  in  the  catalogue. 

5th.  The  advertiser  should  remember  that 
he  is  not  offering  the  public  a cheap  thing. 
A four  year  course  in  a good  school  means 
an  expenditure  of  from  $2,000  to  $4,000. 
The  advertisements,  catalogue,  and  all  printed 
matter  should  be  neat,  tasteful,  and  good. 

6th.  Nine  tenths  of  the  results  of  his  ad- 
vertising are  secured  durinji  the  months  of 
July,  August,  and  September. 

These  considerations  have  governed  me  in 
arranging  and  placing  my  advertising.  My 
school  is  comparatively  young,  and  has  not, 
as  so  many  schools  have,  a large,  loyal,  and 
widely  scattered  alumni  to  help  it.  I have 
therefore  advertised  throughout  the  year,  mak- 
ing the  advertisements  as  original  and  unique 
as  possible,  in  order  to  catch  the  eye  and  keep 
the  name  of  the  Academy  before  the  people. 

I have  found  that  the  high-grade  magazines, 
and  a very  few  of  tlie  best  religious  papers 


G RK A1'  S IJCCESS IvS 


have  paid  best,  and  liave  only  found  one  daily 
which  lias  paid  me.  Large  advertisements  in 
special  “Educational  Numbers,”  whole  pages 
in  supplements,  and  the  many  side  lines  of 
advertising  have  not  paid. 

I have  followed  up  my  advertising  by  the 
very  best  of  printed  matter,  and  a personal 
letter  is  sent  to  each  applicant  for  a catalogue, 
referring  him  to  friends  of  the  Academy  in  his 
neighborhood.  Above  all,  I have  given  the 
patrons  of  the  school  all  that  has  been  promised 
in  the  advertisements  or  catalogues,  in  the  firm 
belief  that  a good  school  is  its  own  best  adver- 
tisement. 

Rogers,  Peet  & Company 

New  York,  N.  Y.,  Clothiers  and  Men’s  Outfitters. 

By  the  Manager. 

When  we  began  retailing  twenty-one  years 
ago,  we  had  been  manufacturing  and  jobbing 
clothing  for  ten  or  twelve  years  but  were 
green  at  the  retail  business,  so  we  employed 
a manager  who  supervised  the  selling  and 
wrote  the  advertisements. 

He  followed  the  old  “ broadside  ” style  of 
newspaper  announcement,  putting  as  much 
sensation  and  as  many  dynamic  adjectives 
into  each  advertisement  as  the  space  used 
could  contain. 

After  three  or  four  years’  experience,  or 
rather  observation,  a member  of  the  firm  took 
hold  of  the  advertising.  Fortunately,  he  had 
no  pet  method  of  his  own,  but  w'as  ready  to 
adopt  whatever  plan  seemed  promising. 

About  that  time  a friend  introduced  a young 
Englishman  who  had  travelled  with  a theatri- 
cal company  as  a caricature  chalk  sketcher. 
His  outline  sketches  were  adopted  as  a head- 
ing to  our  advertisements ; and  thus  was 
started  in  1880  what  has  since  developed  into 
the  art  of  newspaper  illustration,  quite  aside 
from  advertising. 

As  for  the  style  of  letter-press  used,  no 
originality  is  claimed ; but  the  writer  freely 
admits  his  indebtedness  to  that  master  of  the 


T17 

art,  his  friimd  J.  E.  Powers,  wliose  original 
work  for  Jolui  Wanamaker  marked  the  begin- 
nin<i  of  an  evolution  in  advertising. 

In  those  early  years  we  tried  almost  every- 
thing there  was  to  try  in  the  way  of  advertis- 
ing, from  desecrating  the  face  of  nature  with 
monster  bill-boards  and  frescoing  the  sails  of 
harbor  lighters  with  our  name,  to  puzzles  and 
guessing  prizes.  To  meet  one  emergency  of 
business  depression  we  even  gave  aw'ay  forty 
thousand  Waterbury  watches. 

The  one  fact  that  mollifies  our  humiliation 
in  making  this  confession  is  that  we  never 
swindled  anybody  by  selling  poor  stuff  or  mark- 
ing  up  prices  while  using,  what  we  now  con- 
sider, illegitimate  means  of  influencing  trade. 
We  didn’t  make  others  pay  for  our  experience, 
but  bought  it  w'ith  our  own  monev. 

For  years  we  have  practically  abandoned 
all  other  advertising  mediums  but  tbe  press  ; 
and,  soliciting  chiefly  a local  trade,  we  con- 
fine ourselves  to  the  daily  papers.  We  think 
it  is  preferable  to  concentrate  advertising  in  a 
few  papers  every  day  rather  than  scatter  one’s 
shot  by  appearing  less  often  in  a wider  range 
of  mediums. 

This  applies  more  to  store  announcements, 
perhaps,  than  to  advertising  in  general,  al- 
though w'e  believe  the  principle  a correct  one 
for  all  advertisers. 

Again,  our  advertising  appeals  chiefly  to 
men.  Most  men  glance  at,  a paper,  take  in 
the  headlines  and  easy  reading,  and  skip  the 
rest.  An  advertisement  must  be  brief  to  be 
read.  It  must  also  be  sensible.  The  money 
wasted  in  printing  silly  lies  and  nonsense  is 
amazing. 

Finally  — we  have  made  our  advertising 
pay  by  backing  it  up  with  straightforward, 
liberal  store  methods.  Customers  who  come 
once  and  find  the  goods  are  not  as  advertised 
seldom  return.  But,  having  taught  people  to 
take  his  advertisements  literally,  a merchant 
can  reckon  on  the  return  of  his  investment  in 
printer’s  ink  more  surelv  than  a husbandman 
on  the  increase  from  the  seed  he  sow's. 


FOWLER’S  PUBLICITY 


148 

Pach  P)rothers 

Xcw  York,  N.  Y.,au(l  Eleven  Other  Cities,  Photog- 
raphers.  B)’  Ootthelf  Pach. 

The  amount  of  advertising  we  do,  though 
it  may  seem  much,  is  but  limited,  and  can  be 
summed  up  under  two  headings.  Those 
which  we  are  under  business  obligations 
obliged  to  give  for  which  we  pay  cash,  and 
those  which  we  give  to  editors  who  desire  to 
take  their  pay  in  trade. 

We  have  always  considered  our  business  a 
peculiar  one,  in  which  printer’s  ink  could  not 
benefit  us  very  much,  because  the  people  who 
want  pictures  taken  invariably  turn  to  those 
who  have  produced  good  work.  For  instance, 
we  believe  that  a man  who  wants  a good  pho- 
tograph taken  will  not  take  up  a paper  and 
look  for. a photographer,  but  he  will  turn  over 
in  his  mind  the  names  of  photographers  who 
have  produced  good  photographs  and  to  one 
of  them  he  wall  go  to  get  his  work  done. 

We  therefore  give  our  work  away  as  it 
were,  in  giving  the  editors  our  pictures,  and 
they  in  return  print  our  advertisement.  The 
photographs  these  people  get  please  them, 
they  talk  about  them  to  their  friends,  in  that 
way  we  become  known. 

We  invariably  use  a one-inch  advertisement. 
It  is  really  only  u sort  of  trade-mark,  which 
people  look  at  and  I imagine  people  say, 
“ Pach  is  still  at  the  old  stand  doing  good 
work.’’ 

We  do  a large  amount  of  contract  work  at 
colleges  like  Harvard,  Yale,  Columbia,  Prince- 
ton, W est  Point,  Vassar,  Welleslev',  Wesleyan, 
Williams,  and  others,  where  each  student 
takes  home  a certain  number  of  pictures.  Tliis 
runs  into  100,000  or  more  a year,  and  is  a 
great  advertisement  for  us,  for  the  jiarents  of 
all  these  youths  visit  New  York,  and  having 
seen  these  pictures,  bear  the  imprint  in  mind. 

Then  how  can  I conscientiously  say  adver- 
tising pays?  I have  never  given  it  a fair  trial, 
but  am  willing  to  have  it  proved.  But  how  is 
it  to  be  done?  Echo  answers,  “ How?  ” 


Thayer,  McNeil  & Hodgkins 

Boston,  Mass.,  Fashionable  Shoe  Retailers.  By 
the  Manager. 

Yes,  we  believe  in  advertising  because  ad- 
vertising has  been  one  of  the  strong  levers  by 
which  we  have  brought  our  business  up  to  the 
position  that  we  hold  to-day  among  the  retail 
shoe  houses  of  this  country.  But,  we  believe 
that  the  one  principle  that  has  guided  our  ad- 
vertising, namely,  the  most  judicious  care  that 
the  article  advertised  should  be  fully  up  to  the 
standard  of  our  description  in  the  papers,  and 
often  above  it,  has  been  a most  potent  factor 
in  our  success. 

Again  we  have  always  made  it  a point  to 
bring  tbe  newspaper  advertisement  and  the 
article  advertised  before  the  prospective  pur- 
chaser in  a direct  way  by  dressing  one  of  our 
windows,  and  liberally  and  prominently  dis- 
playing therein  a number  of  the  articles  talked 
about.  We  believe  that  the  effect  upon  the 
mind  of  the  purchaser  who  is  thus  brought  in 
contact  with  something  he  or  she  may  think 
of  buying  before  the  influence  of  the  salesman 
has  been  brought  to  bear  at  all,  is  a good 
one. 

Next  to  newspaper  advertising  we  believe 
thoroughlv  in  the  practice  of  enclosing  leaflets 
or  booklets  in  every  bundle  that  leaves  the 
store. 

We  are  certain  that  this  printed  matter  gets 
into  the  home,  and  that  is  a vital  point. 

Again  we  believe  that  in  nearly  every  case 
this  leaflet  is  read,  while  the  customer  is  in  a 
most  pleasant  state  of  mind,  — the  state  that 
naturally  follows  after  the  satisfactory  pur- 
chase of  an  article  of  necessity-  Hence  it  fol- 
lows that  a strong  impression  is  created  on 
the  mind  of  the  reader  at  a most  opportune 
moment. 

We  always  make  it  a point  to  see  tliat  every 
salesman  in  the  store  is  thoroughly  familiar 
with  the  text  of  the  advertising  matter  in  the 
newspaper.  We  believe  that  this  should  he 
Proofs  of  our  advertisements  are  always 


so. 


( ; R IC AT  SUCCESSES 


handed  about  ainon<^  the  salesmen  before  the 
advertisement  appears  in  the  papers. 

Above  all,  though,  we  believe  that  the  fact 
of  never  having  misrepresented  an  article  has 
inspired  conlidence  among  the  people  who 
read  our  advertisements  ; and  we  know  that 
this  confidence  is  at  the  base  of  our  business 
success. 

T.  Metcalf  Company 

boston,  Mass.,  Druggists.  By  Frank  A.  David- 
son, Manager. 

The  essential  point  that  must  lie  at  the  bot- 
tom of  all  success  is,  that  the  goods  you  have 
to  present  either  to  a profession  or  to  the  pub- 
lic, must  have  merit.  Without  this,  all  kinds 
of  advertising  will,  sooner  or  later,  come  to 
naught. 

One  may  create  a temporary  demand  for 
poor  goods,  but  sooner  or  later  the  end  comes 
with  disaster.  It  is  therefore  to  be  supposed 
from  the  above  that  the  old  house  of  Theo- 
dore Metcalf  Company  of  Boston  started 
out  to  create  a reputation  with  the  medi- 
cal profession  for  a high  grade  of  goods, 
and  then  began  to  advertise,  using  a reli- 
able advertising  agency  as  a sheet  anchor 
to  tie  up  to ; and  since  then  we  have  had 
occasion  to  employ  all  the  well-known  agen- 
cies. 

We  have  believed  in  black  and  white  attrac- 
tive typography  as  an  important  factor  and 
spend  a deal  of  time  in  procuring  the  very 
best  possible  display.  Another  point  that  we 
have  made  and  believe  in,  has  been  one  of 
the  best  in  advancing  our  interests,  — keep- 
ing our  advertisements  fully  within  the  bounds 
of  reason. 

Moderate  announcements,  without  extrava- 
gant claims,  couched  in  clear,  concise,  terse 
English  with  but  few  adjectives,  attractively 
displayed,  produce  for  us  the  best  possible 
results  and  have  achieved  for  our  house  an 
honorable  position  in  the  financial  and  mer- 
cantile world. 


Charles  H.  vSlack 

Chicago,  111.,  Importer  and  Wholesale  Grocer. 

Your  question  as  to  what  constitutes  suc- 
cessful advertising  suggests  a theme  teeming 
with  possibilities  too  great  to  be  even  lightly 
touched  upon  in  a short  letter. 

You  are  fortunate  in  occupying  a field,  the 
importance  of  which  has  but  just  begun  to  im- 
press itself  on  the  mind  of  the  average  busi- 
ness man,  and  your  work  will  be  one  of  value 
if  you  only  succeed  in  stirring  the  surface  of  a 
field  so  rich  with  future  possibilities.  The 
example  it  will  set  and  the  emulation  it  will 
encourage  will  lead  to  an  enlargement  of  the 
scope  and  methods  of  successful  advertising 
that  cannot  but  redound  to  3"our  honor  and 
profit. 

This  thought  suggests  a school  for  teaching 
the  art  of  advertisement-writing,  were  it  not 
that  experience  inclines  me  to  the  belief  that 
the  successful,  attractive,  catchy'  writer  is 
born,  not  made  ; that  the  originality  or  inspira- 
tion that  divides  the  fjenii-is  from  the  clever 
copjdst  is  not  to  be  acquired  by  rote  ; and 
that  a masterl}'  knowledge  of  his  subject, 
appealing  to  and  convincing  the  critical, 
comes  onl^^  by  long,  painstaking,  practical 
experience. 

The  man  who  makes,  the  man  who  distrib- 
utes what  the  maker  makes,  must  advertise. 
Not  to  do  so,  means  to  fall  behind  in  the 
rapid,  onward  march  of  modern  merchandiz- 
ing. 

He  must  advertise  to  make  business  to  hold 
it,  to  increase  it. 

My  belief,  confirmed  by  my  experience, 
^fields  first  place  to  leading  daily  papers  as 
mediums  for  reaching  the  intelligent,  discrim- 
inating buyer. 

If  these  are  persistently,  courageously  and 
intelligently  used  in  connection  with  reliable 
goods,  attractive  stores,  and  bright,  courteous 
salesmen  coupled  with  clean,  honest  business 
methods,  I feel  sure  the}"  cannot  fail  of  suc- 
cess. 


FOWLER’S  PUBLICITY 


150 

J.  H.  Johnston  & Company 

New  York,  N.  Y.,  Diamonds  and  jewelry.  By  j.  H. 
johnston. 

Abou7'  tlie  first  advertising  I ever  did  was 
to  put  clocks  on  the  Fulton  Ferry  boats  in 
i860.  I noticed  on  Sundays,  when  I went 
over  to  hear  Beecher,  that  everyone  stared  at 
himself  in  the  mirrors  that  a smart  looking- 
glass  and  frame  maker  had  put  on  the  boats, 
and  I at  once  thought  it  would  be  a good  idea 
to  put  some  clocks  in  the  cabins  for  the  same 
purpose.  So  I went  to  the  superintendent  and 
asked  the  privilege  and  got  it,  but  the  only 
good  place  for  the  clocks  was  right  in  front  of 
you  as  you  enter,  and  that  was  on  the  parti- 
tion between  the  cabin  and  the  paddle  box,  and 
in  the  winter  time  the  ice  was  pounded  against 
the  back  of  my  clocks  till  the  time  was  scared 
out  of  them.  Then  came  complaints  from 
watchless  passengers,  and  the  second  year 
wound  up  my  advertisement  on  the  ferry  boats. 
But  while  they  were  there  they  made  quite  a 
good  bit  of  talk,  and  my  name  and  address  on 
the  dials,  for  the  first  time,  familiarized  the 
public  with  my  name. 

One  day  in  1861,  while  they  were  still  there, 
I was  in  Barnum’s  museum,  and  saw  what  I 
considered  a tip-top  place  for  two  clocks. 
Upon  asking  for  iMr.  Barnum,  I was  shown 
into  his  little  office  on  the  second  lloor ; hand- 
ing him  my  business  card  I stated  my  errand, 
when  he  exclaimed,  “ Why  there  were  two 
men  in  here  last  week  from  Cortlandt  Street 
and  they  asked  the  same  privilege,  but  we 
couldn’t  find  a place  anywhere  for  a clock.” 
Said  I,  “ Well,  Mr.  Barnum,  if  I will  show 
you  the  best  place  in  your  whole  museum  for 
two  clocks,  may  I put  them  in?”  “Yes, 
young  man,  you  may,  but  I can’t  imagine  the 
place  you  say  you  have  found.” 

I asked  him  to  come  with  me  ; he  at  once 
followed,  and  I took  him  into  the  theatre,  or 
lecture  room,  as  he  called  it  to  satisfy  the 
qualms  of  the  pious  folk  of  that  day,  and 
pointed  out  the  spaces  under  the  private  boxes 


on  each  side  of  the  stage.  As  soon  as  he  saw 
them,  he  said,  “ Why,  young  man,  those  are 
the  best  places  in  the  whole  house  ; and  see 
here,  if  I let  you  have  them,  you’ll  put  up  nice 
clocks,  won’t  you?  ” I said,  “ The  nicest  that 
money  can  buy,  Mr.  Barnum,”  and  I did. 
The  whole  outside  of  the  frame  was  covered 
with  gold,  the  dials,  two  feet  in  diameter,  had 
my  name  and  address  on  in  good  shape,  and 
there  they  remained  until  the  day  the  museum 
was  burned,  when  my  clocks  went  down  with 
the  Anaconda,  The  Happy  Family,  the  Cherry 
Colored  Cat  (black),  and  the  Mermaid;  but 
better  than  my  advertisement  in  his  museum, 
more  valued  by  me  to-day,  was  the  acquaint- 
ance I made,  when  scarcely  more  than  a boy, 
with  the  greatest  showman  and  manager  of 
his  dav,  — a friendship  which  lasted  until  his 
death. 

During  the  war  we  were  so  busy  that  I paid 
little  attention  to  advertising.  Everything  that 
anybody  touched  doubled  in  value  before  he 
could  turn  around,  and  where  was  the  use  of 
advertising?  Turn  back  to  the  magazines  of 
that  day  and  compare  the  advertisements  with 
those  of  to-day. 

The  daily  papers,  too.  It  seemed  extrava- 
gant then,  when  A.  T.  Stewart  had  a column 
in  the  Tribune,  Sun,  or  Herald,  but  after  the 
war  came  shrinkage, — slirinkage  in  values, 
as  well  as  in  volume  of  business, — -and  so 
once  in  a while  I would  try  my  hand  at  ad- 
vertising. 

In  1867  Horace  Greeley  visited  me  at  my 
home  in  Mount  Vernon,  and  during  tlie  even- 
ing, I talked  with  him  on  the  advisability  of 
my  advertising  largely  ; and  he  then  displayed 
to  me  the  sincerity  of  his  character  and  his 
unique  unseliishness  by  remarking,  “ Do  you 
know,  I think  the  Sun  would  be  a good  paper 
for  you  to  advertise  in.” 

It  was  after  tlie  panic  of  ’73,  when  every 
merchant  was  at  his  wits’  end  and  business  at 
its  lowest  ebb,  that  I hit  upon  tlie  idea  that 
lias  done  most  to  make  me  well  known  as  an 
advertiser.  It  is  summed  up  in  the  following 


GRK.Vr  SUCCESSES 


acK  ortiscincnt,  which  I sent  first  to  the  Herald, 
and  wliich  revolutionized  iny  business  in  sixty 
days. 

“ Cash  paid  for  Duplicate  Wedding  Pres- 
ents, inscriptions  erased,  silver  refinished  good 
as  new,  and  sold  below  manufacturers  cost.” 
Silver  came  in  in  a flood.  I had  sold  just 
two  solid  silver  lea  sets  in  fourteen  years. 
In  six  weeks  I bought  ten  sets  and  sold  four. 
In  one  day  the  silver  we  Iwiight  would  have 
filled  three  barrels.  My  advertisement  was  a 
double  header,  or  rather,  it  cut  both  ways. 
It  brought  me  buyers,  as  well  as  sellers.  My 
store  was  thronged  with  people  wdio  had  a 
surplus  and  other  people  who  were  helping 
other  people  to  have  a surplus.  By  1875  I 
was  pretty  well  known.  I had  been  written 
up  gratis  by  the  sentimentalists  and  moralists, 
as  the  man  who  relieved  distressed  brides, 
overburdened  brides,  lucky  brides,  happy 
brides,  unhappy  brides.  I have  wondered 
when  the  Herald  offers  $10,000,  $5,000,  and 
$2,000,  for  the  best,  the  second  best,  and 
third  best  novels,  why  it  did  not  offer  $1,000 
for  the  shortest  romance.  If  it  had,  I should 
have  competed  and  will  leave  it  to  your  read- 
ers whether  I might  not  have  won  the  prize. 
Here  is  my  romance  in  154  words. 

One  day  I received  a letter  from  a great 
firm  of  lawyers  in  Wall  Street,  asking  me  to 
call  and  see  them.  The  next  day  I entered 
their  office  and  handed  my  card  to  the  mem- 
ber of  the  firm  who  had  written  me.  He  read 
my  name,  glanced  up  suddenly,  exclaiming, 
“Oh,  this  is  Mr.  Johnston,  is  it?”  I said 
“Yes,”  not  knowing  what  was  coming  next. 
Then  he  called  an  office  boy  and  said, 
“Joseph,  you  and  William  bring  that  trunk 
in  from  the  next  room.”  They  did  so,  and 
taking  a bunch  of  keys  from  his  pocket  he 
selected  one  and  opened  the  trunk,  which  was 
filled  with  silverware.  lie  then  said,  “ Mr. 
Johnston,  we  obtained  a divorce  for  a client 
of  ours  who  made  an  unhappy  marriage, 
and  as  she  had  no  cash  she  gave  us  her 
wedding  presents  to  pay  for  her  divorce,  and 


15^ 

we  want  you  lo  buy  them.”  And  1 bought 
them. 

In  this  same  year,  1875,  I made  a great 
hit,  which  made  me  known  in  the  jewelry 
trade  all  over  the  country. 

I designed  a picture,  which  I had  painted, 
and  then  chromoed.  I called  it  “ Taking 
Advantage  of  the  Situation.”  It  represented 
the  front  of  my  store  with  an  old  doctor,  a 
ne’er-do-well  of  the  neighborhood,  standing 
in  front,  leaning  forward  and  bolding  his  eye 
glasses  on  his  nose  with  one  hand,  gazing  at 
the  gems  in  the  window,  while  in  his  other 
hand  behind  his  back  was  a fresh  lighted 
cigar  with  a bootblack  stealing  a smoke  from 
it. 

My  name  was  on  the  awning  and  address 
underneath,  and  although  the  advertisement 
idea  was  in  it,  it  took  the  town  by  storm  and 
was  talked  of  far  and  wide.  I printed  5,000 
copies,  and  sold  all  but  a dozen  or  so  in  a 
little  over  a year,  and  besides  making  a good 
profit,  got  a gratis  advertisement  of  great 
value.  I sold  them  to  800  different  jewelers 
throughout  the  country,  printing  their  names 
in  place  of  mine,  and  so  localizing  the  adver- 
tisement for  them.  I received  orders  for  these 
chromos  from  every  state  and  territory  and 
from  nearly  every  country  in  Europe,  includ- 
ing China,  Japan,  the  Sandwich  Islands,  and 
even  Siam.  So  careful  was  I to  have  the 
picture  perfect  in  every  particular,  that  I took 
a large  show  case  to  the  artist’s  studio,  filled 
it  with  fine  goods  exactly  as  shown  in  our 
window,  then  posed  old  Doctor  Backus  and 
Whitey  the  bootblack  in  front  of  the  case 
exactly  as  they  appear  in  the  picture,  thus 
enabling  the  artist  to  make  a picture  correct 
in  drawing  and  color. 

One  day  in  1880,  the  thought  occurred  to 
me  that  in  every  household  in  the  land  old 
and  worn  out  jewelry  accumulated,  and  if  by 
any  means  a carefully  worded  advertisement 
could  be  written  which  would  suggest  to  the 
multitude  of  owners  of  old  jewelry  that  they 
could,  by  sending  their  holdings  to  us,  receive 


152 


FOWLER’S  PUBLICITY 


full  cash  value  for  them  or  exchange  them  for 
new  and  fashionable  goods,  it  would  be  a god- 
send to  them  and  a fair  means  of  increasing 

O 

our  business ; and  this  advertisement  of  ours, 
which  we  have  now  used  for  years,  was  writ- 
ten, rewritten,  and  hammered  over  more  than 
any  advertisement  we  have  ever  used. 

We  wanted  to  say  a good  deal  in  the  very 
shortest  space,  for  space  costs  money.  We 
wanted  to  avoid  the  pawnbroker  and  second- 
hand dealer  idea ; and  above  all,  we  must 
avoid  the  idea  that  ours  was  a place  where 
stolen  goods  could  be  disposed  of,  and  so  for 
a long  time  we  used  this  advertisement  almost 
exclusively  in  the  religious  papers.  We  have 
never  once  used  it  in  the  Police  Gazette,  or 
any  paper  of  its  kind,  — papers  that  are  sure 
to  be  read  by  professional  thieves. 

I went  to  police  headquarters,  and  taking 
Inspectors  Byrnes  and  Conlin  into  my  confi- 
dence, explained  that  we  desired  to  enlarge 
our  business,  but  not  at  the  expense  of  our 
good  name  of  forty  years  standing.  Inspector 
(now  Chief)  Conlin  said,  “ It’s  as  legitimate 
to  buy  old  jewelry  as  new,  and  no  one  who 
knows  you  will  ever  believe  you  would  know- 
ingly buy  a stolen  article.” 

So  we  fired  ahead,  gradually  using  all  the 
magazines,  and  now  in  this  year  of  grace, 
1896,  this  branch  of  business  has  grown  to 
enormous  proportions.  Family  jewels,  old 
gold  and  duplicate  wedding  presents  are  sent 
to  us  daily  from  Maine  to  California,  and  from 
Canada  to  the  Gulf. 

We  probably  buy  more  goods  direct  from 
the  home  owners  than  any  firm  in  existence. 
We  frequently  receive  from  banks  and  trust 
companies  jewels  of  great  value,  on  which 
loans  have  been  made  and  which  we  turn  into 
cash.  Banks  even  on  the  Pacific  coast  have 
sent  us  several  thousand  dollars’  worth  of 
goods  at  one  time,  which  we  turned  into  cash 
for  them  in  a few  days. 

We  have  found  the  magazines  of  great 
value  in  our  business,  and  consider  a page  ad- 
vertisement in  any  of  the  great  magazines  of 


more  value  than  the  same  space  would  be  in 
any  one  of  the  great  daily  papers,  though  for 
nearby  local  trade,  there  is  no  denying  the 
value  of  the  daily  press. 

We  regard  an  illustrated  advertisement  as 
very  much  more  valuable  than  a mere  state- 
ment of  facts,  no  matter  how  tersely  or  inter- 
estingly written. 

We  believe  absolute  truthfulness  is  the  es- 
sential basis  of  every  advertisement,  and  no 
business  will  grow  to  great  proportions  unless 
the  advertiser  more  than  fulfills  his  promises. 

As  showing  the  direct  effect  of  advertising, 
you  may  be  interested  in  knowing  that  in  one 
day  we  sent  750  registered  packages  through 
the  mail,  besides  the  hundreds  not  regis- 
tered, and  other  hundreds  that  were  sent  by 
express  and  by  our  own  messengers  in  the 
city,  — and  we  believe  that  advertising  is  in 
its  infancy. 

By  its  means  the  resident  of  the  remotest 
town  on  the  frontier  is  more  carefull}’  waited 
on  in  the  metropolis  than  is  a customer  who 
comes  in  and  happens  to  be  waited  on  by  a 
green  clerk,  for  you  must  know  that  during 
the  holiday  rush,  every  great  store  has  scores 
of  new  clerks  who  know  little  about  the  stock 
and  can  only  name  prices  and  do  up  goods  ; 
but  a mail  order  comes  in  and  is  turned  over 
at  once  to  the  most  competent  head  of  a de- 
partment, and  is  filled  with  more  care  than  an 
average  sale  is  made  in  the  store. 

A day  seldom  passes  that  we  do  not  receive 
from  one  to  a score  of  letters  thanking  us  for 
the  great  care  manifested  in  tilling  orders,  and 
such  letters  are  the  most  cheering  messages 
we  receive. 

Another  advantage  that  an  advertiser  has 
over  his  neighbor  who  does  not  believe  in 
printer’s  ink  is  this:  We  are  a nation  of 
travellers,  and  not  a day  passes  that  I am  not 
personally  called  to  the  front  to  meet  a cus- 
tomer who  lives  at  a distance,  and  on  coming 
to  the  city  drops  in  to  see  the  man  who  adver- 
tises ; and  when  he  goes  home,  he  carries  a 
good  impression  which  is  not  soon  forgotten. 


(iRKAT  SUCCKSSKS 


153 


Geor^^'  A.  ^lacbeth  Company 

I’ittsbiirj;,  Pcnii.,  “ Pearl  Glass  ” and  “ Pearl 
Top  ” Lamp  Cliinineys.  By  George  A.  Mae- 
belli,  President. 

Your  question,  “ How  I made  my  adver- 
tising pay,"  reminds  me  of  Henry  Ward 
Beecher's  formula  for  making  coffee,  which 
was  to  go  to  all  the  hotels  and  restaurants, 
and  then  make  it  the  way  they  did  not. 
Scarcely  one  advertiser  can  tell  another  how 
to  do.  We  never  copy.  Any  one  can  put 
inches  of  words  in  all  the  newspapers  in  crea- 
tion, if  he  does  not  break  up  too  quickly,  or, 
in  other  words,  if  he  has  money  enough,  and 
may  eventually  come  out  whole. 

You  often  get  your  impression  of  persons 
from  appearances,  clothes,  and  cut  of  the 
hair ; so,  also,  impressions  favorable  or  unfavor- 
able are  often  received  from  tbe  clothing  of 
ideas,  i.  e.,  words.  Our  plan  has  been  to  get 
a good  clothing  of  words  for  the  idea. 

The  idea  must  be  true  and  convey  an  im- 
pression of  seriousness  and  veracity.  The 
ne.xt  thing  is  to  place  the  matter  where  it  will 
be  read.  This  is  what  we  find  hard  to  do. 
It  takes  talent  to  do  it.  The  man  who  can 
write  a good  advertisement  can  write  a book, 
and  the  man  who  can  print  a good  one  can 
print  a book ; and  the  man  who  can  place  it 
where  it  can  be  seen  and  read  is  the  peer  of 
a senator. 

Barnard,  Sumner  & Putnam  Com- 
pany 

Worcester,  Mass.,  Dry  Goods.  By  John  E.  May- 
hew,  Manager. 

As  one  who  has  had  charge  of  large  inter- 
ests in  the  matter  of  advertising  for  some 
time,  permit  me  to  say  in  as  few  words  as  I 
can,  what  I consider  the  essentials  of  profitable 
advertising,  a statement  of  which  will  certainly 
be  a reply  to  the  question  propounded,  viz  : 
“ How  I made  advertising  pay.” 


First,  let  me  say  there  are  two  distinct  kinds 
of  results  in  a man’s  mind  — the  '"i’emporary 
and  the  Permanent. 

Of  the  merchant  that  belongs  to  the  no- 
madic  class  that  goes  from  place  to  place 
with  its  wares,  hires  a store  here  and  there 
for  piratical  purposes,  and  imposes  u])on  the 
credulity  of  the  ignorant,  I have  no  intimate 
e.xperience,  and  therefore  am  unable  to  say 
whether  he  fares  best  upon  large  or  small 
lies.  Certain  it  is  that  he  sometimes  reaps  a 
large  harvest  of  trade  and  frequently  succeeds 
in  diverting  legitimate  business  from  its  proper 
channels ; and  I presume  that  the  class  of 
advertising  be  does  may  be  said,  in  a certain 
sense,  to  pay  temporarily  and  “ verily  I say 
unto  you,  he  has  his  reward.”  But  such 
people  will  not  be  found  reading  the  pages  of 
this  book  for  points. 

I hold  the  first  essential  of  successful  adver- 
tising to  be  health  of  body  and  mind  (for  the 
person  who  does  the  work,  I mean).  A man 
should  be  of  sober  and  matured  manner  of 
life  — not  subject  to  e.xcitement,  not  a drinker 
or  smoker.  Such  habits,  while  they  quicken 
the  imagination  and  make  men  light-hearted 
up  to  a certain  point,  are  not  productive  of 
that  active  state  of  mind  and  the  wholesome 
thought  that  are  necessary  for  the  production 
of  good  advertisements.  Levity  is  not  by  any 
means  a good  quality  for  an  advertiser  to 
possess.  On  the  other  hand,  heaviness  of 
thought  and  extreme  burden  bearing  expres- 
sions are  perhaps  even  less  desirable.  What 
is  wanted  is  a happy  medium  between  these 
two  extremes.  The  even  condition,  mental 
as  well  as  bodily,  of  a man  of  natural  habits 
will,  if  he  has  also  knowledge  of  the  subjects 
he  treats  and  a good,  sound  appreciation  of 
what  is  good  or  bad  language,  enable  him  to 
write  most  forcible  and  effective  advertise- 
ments. 

My  experience  has  proved  conclusivelv  that 
truth  is  the  foundation  of  successful  perma- 
nent advertising.  Describe  goods  as  they  are 
and  positively  use  no  extravagant  statements. 


154 


FOWLER’S  PUBLICITY 


Customers  consult  my  advertisements  as  they 
do  a dictionary,  because  they  know  they  will 
not  be  misled. 

I try  to  make  use  of  good,  sound  English 
that  any  person  of  ordinary  capacity  can  un- 
derstand. I use  no  abstruse  terms  or  words 
which  are  difficult  of  comprehension  or  hard 
to  read.  I frequently  use  trite  and  proverbial 
phrases.  I have  found  C.  II.  Spurgeon’s 
book  entitled  “ The  Salt  Cellars,”  which  con- 
tains almost  every  proverb  and  apt  saying  in 
the  Entrlish  language,  of  infinite  service.  I 
seldom  use  the  thoughts  or  words  and  never 
the  entire  advertisements  of  others,  preferring 
my  own  to  express  my  own  ideas.  When  I 
first  began  advertising  work  I used  to  cut  out 
every  smart  advertisement  I saw,  and  keep  it 
for  copy  ; but  lately  I have  never  been  stranded 
by  lack  of  a style  in  which  to  talk  freely  when 
I have  anything  really  worth  talking  about. 

Many  advertisers  puzzle  their  brains  to  con- 
struct intricate  sentences,  and  introduce  high 
sounding  words  which,  though  they  please  the 
writer,  and  not  unfrequently  the  bosses,  fail 
of  the  mark  because  aimed  too  high.  Aim 
straight  at  your  target  with  an  unwavering  eye 
and  a steady  hand,  and  if  your  brains  are  like 
a Smith  & Wesson,  cleaned  and  oiled  and  in 
good  action,  3mu’ll  hit  the  bull’s-eye  every  time. 

My  advertisements  overrun  m}^  space,  and 
I have  to  try  hard  to  keep  within  limits,  but 
whether  I am  to  fill  half  a column  or  four 
columns  I always  have  to  cut  down.  I have 
been  told  by  scores  of  people,  that  the}"  read 
m}"  advertisements  because  of  the  pleasure 
(outside  of  business  altogether)  they  give. 

Without  a doubt  the  Sunday  papers  are  the 
most  profitable  mediums.  Buyers  are  the  best 
judges  of  this.  Our  buyers  would  rather  have 
a Sunday  advertisement  than  those  of  all  the 
other  days  of  the  week  put  together.  Four  or 
five  subjects  for  a Sunday  advertisement  are 
none  too  many.  Some  people  are  looking  for 
one  thing,  some  another,  but  do  not  aim  at 
more  than  one  subject  in  a small  advertisement. 
When  you  “ hit  up”  five  departments  in  your 


Sunday  advertisement,  use  a cut  if  ^mu  have 
one,  to  fix  the  eye ; for  instance,  a stocking 
will  catch  those  who  are  looking  for  hosiery. 
A Kodac,  a feather,  a group  of  handles,  a 
group  of  gloves,  — all  catch  the  searching  e^^e 
a deal  quicker  than  type.  Small  half-column 
cuts  are  always  better  than  large  ones;  even 
smaller  than  that  are  quite  as  good.  John 
Wanamaker’s  advertisements  are  perfection  in 
this  respect. 

I use  borders  frequenth",  but  I prefer  a blank 
white  space  to  render  an  advertisement  con- 
spicuous, rather  than  any  border  I ever  saw. 
The  house  I represent  makes  a magnificent 
display  or  “opening”  every  spring  and  fall 
and  is  well  satisfied  with  the  results.  We  also 
publish  a half-^'early  magazine  called  the 
“ Idle  Hour,”  of  which  I have  the  arrange- 
ment. Both  of  these  come  under  the  head  of 
advertising  and  are  worth  mentioning. 

As  a rule,  not  invariable  of  course,  my  ad- 
vertisements produce  highly  satisfactoiy  re- 
sults. The  weather,  the  condition  of  trade, 
the  class  of  goods  advertised,  and  above  all, 
the  prompt  response  of  the  department,  — 
buyer,  clerks,  and  all  interested, — the  time 
and  display,  the  personal  energy,  appropriate 
signs,  etc.,  etc.,  all  contribute  to  the  success 
of  the  advertisement. 

It  is  of  no  use  to  wait  till  the  season  is  over 
and  eveiybody  supplied  to  mark  down  sales. 
Do  it  while  some  of  the  people  are  eager  for 
goods.  A good  business  gauger  will  know 
the  moment  to  make  his  reduction,  jump  in, 
and  get  the  victoiy. 

John  C.  Paige 

Boston,  Mass.,  Insurance  Agency. 

I iiAyE  made  my  advertising  pay  ly'  con- 
sistently and  constantly"  advertising.  I have 
never  adopted  any'  undeviating  rule  concern- 
ing advertising.  I hav’c  tested  maiy"  mediums 
and  used  many  classes  of  advertising.  Some 
things  I hay'e  liked  so  yvell  that  I have  con- 
tinued them  year  after  year,  others  I have 


c; RK AT  SUCCKSSKS 


155 


considered  a mere  excursion  into  unknown 
and  unsatisfactory  parts. 

I have  striven  to  make  all  my  advertising 
attractive  and  to  remember  the  necessity  and 
advisability  of  making  every  advertisement 
one  which  would  be  looked  at.  I^y  this 
means,  even  if  I have  gone  into  bad  mediums 
and  used  bad  mediums,  I have  always  made 
the  advertisement  as  valuable  as  it  could  be 
made. 

I have  calculated,  as  far  as  possible,  the  art 
of  saying  very  little,  and  striven  to  the  end 
that  any  one  hereabouts  thinking  or  speaking 
about  insurance  would  immediately  call  to 
mind  John  C.  Paige,  20  Kilby  Street,  Boston, 
or  hearing  about  John  C.  Paige,  in  any  con- 
nection would  immediately  say,  “Insurance, 
20  Kilby  Street,  Boston.” 

I brought  to  my  business,  when  I estab- 
lished myself  in  Boston,  an  experience  in  and 
a knowledge  of  the  insurance  business.  That 
and  advertising,  with  attention  to  business, 
have  made  one  of  the  largest  concerns  of  the 
kind  in  the  world. 

In  brief,  I have  made  advertising  pay  by 
attending  to  it,  and  by  keeping  it  fresh  ; by 
knowing  considerable  about  the  subject  I was 
advertising,  and  by  attending  to  my  business. 

I have  made  advertising  pay  by  being  will- 
ing to  learn  about  advertising  ; by  reading  the 
best  journals  devoted  to  advertising  ; by  not 
being  tenacious  of  my  own  ideas  when  the 
carrying  out  of  my  ideas  did  not  seem  to  be 
producing  results  ; by  always  discontinuing  a 
medium  or  method  when  I could  not  find  out 
that  the  people  I was  trying  to  attract  were 
heeding  that  medium  or  method. 

For  my  business  I have  found  the  best 
medium  to  be  the  daily  newspapers,  and  I 
have  found  great  value  in  calendars,  blotters, 
circulars,  personally  addressed  and  signed 
letters,  a limited  class  of  weekly  newspapers, 
and  in  the  programs  of  the  best  theatres. 

I expect  to  continue  to  advertise  as  long  as 
I continue  in  the  business,  and  I expect  to 
change  my  mind  every  few  months  about 


things  connected  with  advertising.  1 do  not 
expect,  however,  to  ever  lind  anything  better 
as  an  advertising  medium  than  the  daily 
newspapers. 

William  G,  Johnston  & Company 

Pittsburg,  Pen II.,  Stationery  and  Office  Goods. 

Hy  Charles  H.  Clough,  Manager. 

As  correspondent,  buyer,  and  general  utility 
man  for  a business  closely  pressing  the  quarter 
million  line,  I do  not  have  time  for  discussing 
properly  the  deep,  wide  subject  of  advertising, 
and  always  court  publicity  under  difficulties,  by 
stealing  moments  from  other  important  duties. 

My  first  e.xperience  in  advertising  dates  back 
to  my  thirteenth  year,  when,  as  a sunburned 
farmer  boy  of  ordinary  ability,  I came  across 
some  particularly  delicious  watermelons  with 
peculiar  black-tipped  white  seeds,  which,  for 
fear  of  a licking,  I advertised  under  an  as- 
sumed name,  offering  a prize  for  the  largest 
melon  grown  from  my  seed. 

I constructed  a rude  label  printing-press, 
and  well  remember  that  my  first  attempt  at 
the  word  melon  resulted  in  “ noleM  ; ” the  next 
time  it  was  “ leMno,”  and  so  on,  with  varia- 
tions. 

My  scales,  like  my  seeds,  were  home-grown, 
and  balanced  in  such  a “ weigh,”  as  to  give 
economical  or  generous  quantity,  according  to 
the  pan  that  contained  the  seed. , 

But  I got  there,  and  the  first  season  realized 
the  magnificent  sum  of  $7.28. 

But  coming  down  to  the  present,  our  busi- 
ness includes  commercial  stationery,  printing, 
binding,  and  blank-book  manufacturing,  prin- 
cipally for  the  consumer,  and  is  comparatively 
local  in  character. 

We  are  firm  believers  in  first-class  goods, 
and  as  far  as  practicable,  sell  those  bearing 
our  imprint,  because  when  once  introduced, 
we  have  no  fear  of  the  ruinous  cutting  of  prices 
incident  to  selling  standard  brands  that  can  be 
supplied  by  any  competitor  or  department 
store. 


156 


FOWLER’S  PUBLICITY 


These  goods,  and  our  manufacturing  de- 
partments, are  advertised  almost  entirely  by 
circulars  mailed  under  one  cent  postage  to  the 
most  probable  customers  for  such  products. 

Our  mailing  list  is  compiled  with  great  care, 
and  includes  the  names  of  large  manufactur- 
ers, corporations,  banks,  trusts,  and  their  buy- 
ers, railroad  purchasing  agents,  and  special 
lists. 

These  are  addressed  monthly,  the  names 
being  printed  on  gummed  slips  perforated  like 
postage  stamps,  which  are  moistened  with  a 
sponge  and  applied  to  the  envelope  quite 
rapidly  without  the  use  of  mailing  machine. 

Different  colors  of  label  paper  are  used  to 
designate  certain  classes  of  individuals,  so 
that  if  an  envelope  is  returned  to  us,  we  can 
refer  instantly  to  the  proper  list  and  make  the 
needed  corrections. 

Additions  to  the  list  are  first  entered  alpha- 
betically in  an  indexed  book,  and  when  a suf- 
ficient number  has  accumulated  to  render 
addressing  with  the  pen  unduly  burdensome, 
they  are  typewritten  upon  gummed  paper, 
four  or  more  sets  being  manifolded  simultane- 
ously. 

We  use  a good  envelope,  generally  made  of 
a peculiar  paper,  or  in  some  odd  shape,  bear- 
ing a striking  picture  or  a catchy  legend, 
thereby  attracting  sufficient  attention  to  save 
it  from  the  waste  basket,  or  at  least  first  to 
elicit  the  remark,  “ Well,  there’s  another  of 
Johnston’s  advertising  schemes.” 

We  issue  a little  four  page  illustrated 
monthly,  “ The  Trade  Mark,”  which  is  origi- 
nal, full  of  cuts,  and  as  bright  and  attractive 
as  our  limited  time  and  staple  class  of  goods 
will  allow.  From  the  frequent  reproductions 
in  advertising  periodicals,  and  close  imitations 
by  others,  we  are  strongly  inclined  to  believe 
that  “ The  Trade  Mark  ” is  an  effective  pro- 
moter of  publicity. 

Accompanying  this  little  sheet  are  four  or 
five  small  circulars  or  slips,  always  illus- 
trated and  printed  in  colors  on  only  one  side 
of  the  paper,  as  we  believe  single  sheets  are 


not  generally  turned  over  after  the  perusal  of 
one  side.  And  yet  we  remember  on  one 
occasion  using  a slip  furnished  by  the  manu- 
facturer, one  side  illustrating  an  article  we 
were  pushing,  and  the  reverse  side  describing 
one  that  we  did  not  have,  and  did  not  consider 
salable.  Imagine  our  astonishment  at  re- 
ceiving ten  times  as  many  orders  for  the  latter 
as  the  former. 

Nearly  all  our  circulars  are  printed  upon 
fine  enamelled  book  paper,  and  we  seldom 
use  the  cheap,  poorly  printed,  “gratis”  ad- 
vertising matter  supplied  by  most  manufac- 
turers, lest  it  should  be  mistaken  for  our  own 
handiwork  ; and  further,  most  manufacturers 
try  to  tell  so  much  in  their  booklets,  that  our 
customers  would  rather  pay  extra  for  an  article 
than  spend  valuable  time  reading  a dozen 
pages  in  order  to  ascertain  where  or  how  they 
could  save  a penny.  For  this  reason  we  pre- 
fer to  edit  large  circulars  down  to  three  and 
one  half  inch  by  six  inch  slips,  bearing  a good 
cut,  and  briefly  setting  forth  the  salient  points 
of  the  article,  and  inviting  correspondence 
from  those  interested,  to  whom,  on  request, 
we  send  the  more  exhaustive  descriptive  mat- 
ter, which  if  furnished  in  the  first  instance, 
would  have  been  a heavy  expense  to  the 
manufacturer  without  bringing  adequate  re- 
turns ; besides  which,  an  undue  quantity  of 
advertising  matter  is  pretty  sure  to  discourage 
the  recipient  from  reading  any  of  it. 

We  are  reasonably  certain  that  our  little 
slips  will  be  read,  or,  at  least,  that  the  cuts 
will  he  seen  and  make  an  impression. 

We  usually  enclose  something  of  use,  value 
or  novelty,  and  believe  that  very  few  of  our 
envelopes  are  consigned  to  the  waste  basket 
without  lirst  being  examined  for  treasures  in 
the  form  of  sample  pens,  blotters,  competitive 
prize  offers,  etc.,  etc. 

Each  inquiry  receives  a prompt,  compre- 
hensive reply,  and  we  try  to  make  the  recipi- 
ent feel  that  we  appreciate  his  courtesy  in  even 
writing  to  us.  We  attach  a great  deal  of  im- 
]iortance  to  inducing  people  to  address  us,  as 


(;reat  successes 


157 


tlu'v  cannot  readily  forget  the  name  they  have 
written  twice,  if  we  do  onr  part  in  answering. 

Onr  salesmen  are  always  informed  as  to 
what  circnlars,  etc.,  we  have  mailed,  and  are 
readv  to  show  the  goods  we  advertise,  and 
effect  sales  while  the  customer's  interest  is  at 
white  heat.  This  is  important  as  we  do  not 
offer  bargains  as  much  as  we  talk  quality  at  a 
given  price. 

We  believe  in  trade-marks,  and  as  we  are 
located  on  the  corner  of  Penn  Avenue  and 
Ninth  Street,  a large  falcon  pen  (the  symbol 
of  stationery)  with  “9th”  thrust  through  it, 
makes  for  us  an  excellent  “ address  ” trade- 
mark, which  once  understood  is  not  likely  to 
be  forgotten. 

o 

We  use  this  svmbol  and  our  catch  phrase, 
“ If  it  is  a good  thing  we  have  it  ” on  all  our 
stationerv  and  advertising  matter,  to  good 
effect,  for  they  arouse  curiosity  and  attract 
attention.  A Canadian  stationer  wrote  us, 
“ I like  YOur  catch  phrase,  and  am  using  it 
mvself  in  all  the  street  cars  here.” 

When  we  distribute  blotters,  they  are  good 
ones,  usually  cut  in  the  form  of  a large  ink 
bottle,  or  mammoth  falcon  pen,  this  impress- 
ing the  recipient  with  quality  and  novelty. 

But  you  ask,  how  do  we  know  that  our 
methods  pay? 

Well,  it  is  an  established  fact  in  these  days 
that  advertising  in  some  form  is  absolutely 
necessary,  not  only  to  introduce  goods,  but  to 
keep  them  in  use. 

We  have  many  articles  of  merit,  some  pos- 
sessing more  value  and  at  a lower  price  than 
those  in  general  use,  but  bow  are  we  to  in- 
form the  dear  public  of  these  facts? 

We  must  keep  our  name  and  products  be- 
fore the  people  somehow.  Everybody  has 
colds ; therefore,  it  pays  to  advertise  cough 
cures  by  almost  every  known  method  of  pub- 
licit}^  Everybody  eats  bread,  and  you  could 
scarcely  fail  to  strike  a “staff  consumer” 
among  our  millions  of  general  readers,  an}^- 
where. 

But  with  a strictly  local,  manufacturing  in- 


dustry, ]u-oducing  and  offering  for  sale  goods 
limited  to  oihce  consumption,  we  argue  that 
addressing  our  carefully  prepared  list  of  live 
thousand  or  more  names  of  ofiice  men,  will 
do  us  more  good  than  to  place  our  name  and 
products  before  100,000  general  readers. 

We  believe,  for  ourselves,  in  the  carefully 
aimed  rifle  bullet,  rather  than  in  the  shot  gun 
policy,  which  might  be  the  very  thing  for  our 
neighbor  who  has  a trade  in  goods  of  more 
general  utility. 

In  advertising  5 to  25  cent  articles  of  sta- 
tionery, we  do  not  expect  to  realize  much 
actual  profit  on  the  goods  themselves,  but  we 
attract  numerous  customers  and  by  courtesy 
to  our  patrons  from  errand  boy  to  proprietor, 
we  make  fast  friends  for  the  future. 

Well,  yes,  we  rather  guess  it  pays. 

John  Piggott 

London,  England,  Tailor,  Hatter,  Hosier,  Shirt- 
maker,  Glover,  Bootmaker. 

In  dealing  with  the  question,  “ How  I made 
advertising  pay?  ” I look  back  over  about  25 
3'ears  of  advertising  to  the  time  when  as  an 
outfitter,  I issued  my  first  circular  in  the  great 
thoroughfare  of  Cheapside,  London. 

I believe,  and  have  proved  it  by  success, 
that  in  straining  every  nerve  and  leaving  no 
stone  unturned  to  make  it  apparent  to  the 
public  in  general,  and  to  intending  customers 
in  particular,  that  what  I said  was  true,  that 
my  style  was  truly  style,  my  quality  real 
quality,  mj^  materials  better,  and  at  a lower 
price  than  could  be  obtained  elsewhere. 

As  time  passed  on,  I steadily  kept  these 
principles  before  me,  continuall}'  issued  my 
price  list  and  had  a little  talk  with  my  cus- 
tomers in  its  pages  ; and,  with  ever-increasing 
success,  gradually  took  the  next  step  in  ad- 
vertising (which  for  some  ^^ears  was  confined 
to  my  price  list  only)  and  commenced  news- 
paper advertising.  This  perhaps,  was  due  to 
the  fact  that  my  competitors  endeavored  to 
take  my  trade  from  me  by  this  means,  rather 


FOWLER’S  PUBLICITY 


158 

than  to  any  fixed  intention  on  my  own  part  to 
advertise  in  newspapers. 

I also  registered  my  well-known  trade- 
marks, “My  Tailor,”  “My  Hatter,”  “My 
Bootmaker,”  “ My  Hosier.”  These  have 
found  their  way  in  print  all  over  the  world. 
I was  much  chaffed,  as  when  these  huge 
signs,  four  of  them  30  feet  by  4 feet,  and  one 
45  feet  by  4 feet,  were  put  up  in  Cheapside, 
enamelled  iron  signs  were  hardly  known. 

Upon  the  strength  of  trade  gathered,  my 
advertisements  became  more  confident,  and  I 
felt  entitled  to  remind  the  public  that  it  knew 
that  what  I put  in  print  would  find  corrobora- 
tion in  my  goods.  I did  not  believe  in  saying 
I could  do  it,  and  then  trying  to  do  it.  I first 
knew  I could  do  it,  then  said  I could,  and  the 
public  got  to  know  it,  too  ; and  in  my  adver- 
tisements I said  so. 

I began  to  realize  that  just  as  I wanted  cash, 
so  individuals  wanted  particular  goods ; not 
goods  at  hap-hazard,  but  goods  of  special 
character,  of  varying  types,  etc.  Thus,  the 
individual  wanting  goods  and  I wanting  cash, 
there  was  a personal  reciprocity  of  wants  ; and 
that  personal  element  I threw  into  the  scale ; 
and,  I believe  a personal  chat  about  wants 
through  the  press  a good  addition  to  all  that  is 
done  before. 

To  sum  up  : 

Know  that  you  can  do  a thing. 

Tell  people  you  can. 

Keep  your  promise. 

When  the  public  begins  to  know,  remind  it 
of  that  fact. 

Finally,  bring  personality  and  toucb  to  bear 
at  every  point. 

I).  McCarthy  & Co. 

Syracuse,  N.  Y.,  Dry  Good.s.  By  Helen  Hollister, 
MaiuiKer. 

The  science  of  advertising  is,  to  a certain 
extent,  deductive.  From  the  published  ex- 
perience of  experts,  from  the  best  specimens 
of  their  work,  and  from  the  various  periodicals 


devoted  to  the  subject,  one  can  extract  much 
that  is  helpful,  much  that  is  applicable  to  ad- 
vertising in  general. 

But  individual  success  in  tbe  advertising 
field  depends  largely  upon  local  demands  and 
conditions.  The  adv'ertiser  may  hope  to  edu- 
cate the  people,  as  far  as  his  style  of  address- 
ing them  is  concerned,  but  in  all  other  respects 
he  must  learn  of  them. 

I should  not  feel  entitled  to  tell  the  public 
“ How  I have  made  advertising  pay,”  nor 
indeed,  should  I be  sure  that  I had  made  it 
pay  at  all,  were  not  mv  methods  based  upon  a 
careful  diagnosis  of  Syracuse  peculiarities. 

My  experience  has  reduced  the  many  pos- 
sible ways  of  reaching  the  local  public  down 
to  one,  when  it  comes  to  the  really  profitable 
advertising  of  dry  goods,  i.  e.,  the  dailv papers. 

Again,  liberal  experimenting  has  proved  to 
me  that  the  evening  papers  give  best  results. 
The  reason  is  obvious  and  logical.  Syracuse 
is  essentially  a business  city,  the  majority  of 
its  population  working  for  a living,  with  leisure 
after  working  hours  only.  Hence,  the  even- 
ing papers  are  more  extensively  circulated  and 
more  carefully  read  than  are  those  of  the 
morning. 

In  the  two  evening  papers  having  the  largest 
circulation,  I have  a column  advertisement 
every  day,  always  in  the  same  location.  I 
wish  to  encourage  the  reading  public,  through 
force  of  habit,  to  turn  as  naturallv  to  D. 
McCarthy  & Company’s  advertisement  as  to 
the  weather  report,  or  the  editorial  page.  That 
this  permanence  of  position  has  increased  the 
value  of  the  advertisement  has  been  proved 
to  me  in  many  ways. 

The  morning  papers  I use  as  occasion  re- 
quires, according  to  their  relative  importance, 
ordinarily  confining  myself  to  a moderate 
space. 

However,  as  a certain  class  of  shoppers, 
through  some  jieculiar  mental  process,  seems 
to  connect  the  genuineness  of  a bargain  with 
the  size  of  the  advertisement  announcing  it,  I 
find  on  some  occasions  that  a half  or  whole  page 


(;rkat  successes 


159 


is  really  a necessity.  But  the  spasmodic  trade 
attracted  by  this  expensive  inode  of  advertis- 
iiu’',  is,  to  my  mind,  neither  so  desirable  nor  so 
prolitahle  as  is  the  steady  patronage  won  by  the 
every-day,  straightforward  advertisement  that 
has  something  to  tell  and  tells  it  brielly. 

I began  my  advertising  career  with  the 
feeling  that  I was  rather  handicapped  by  never 
having  served  an  apprenticeship  in  a printing 
ollice,  many  authorities  seeming  to  consider 
that  a necessary  preparation.  But  I have 
<rrown  to  realize  that  common  sense  and  good 
judgment  have  quite  as  much  to  do  with  the 
setting  up  of  an  advertisement  as  has  a com- 
posing room  education,  and  that  one  may 
easily  acquire  a certain  familiarity  with  terms 
and  type  names  without  knowing  how  to  run 
a printing-press. 

I have  great  faith  in  the  efficacy  of  cuts, 
and  use  them  freely,  always  demanding  that 
the  illustrations  be  truly  artistic  ; otherwise  I 
consider  that  they  fall  short  of  their  purpose. 

Women  are  the  advertisement  readers,  and 
being  a woman  myself,  I know  what  is  likely 
to  attract  the  feminine  e^^e.  An  outline  cut  of 
a sailor  hat  would  not  hold  my  attention  a 
moment,  but  were  the  sailor  hat  depicted  as 
adorning  the  head  of  a pretty  girl,  I should 
not  only  look  at  it,  but  read  about  it. 

So  much  for  the  outward  and  visible  way 
in  which  I have  made  advertising  profitable 
to  the  firm  I represent.  As  to  the  invisible 
part  — the  store  study  — every  manor  woman 
in  my  position  knows  that  therein  lies  more 
than  half  the  secret  of  success. 

This  is  the  largest  retail  dry  goods  house 
in  central  New  York,  and  to  keep  in  touch  with 
every  one  of  its  forty-five  departments  is  no 
light  task.  Every  spare  moment  must  be 
spent  in  interviewing  buyers,  in  ascertaining 
results,  in  making  the  acquaintance  of  new 
goods,  or  in  reviewing  the  praiseworthy  points 
of  old  ones,  • — in  so  thoroughly  saturating  my 
mind  with  the  subject  of  my  next  advertise- 
ment that  when  I come  to  write  it,  it  will 
almost  write  itself. 


Frost  Company 

boston,  Mass.,  “ luinipoise  Waist,”  “ Velvet  (hip 
Hose  Supporter,”  “ Hostoii  darter.”  by  (leorite 
A.  Frost,  President. 

Wf-  presume  we  have  made  advertising  pay, 
or  we  should  not  be  advertising  now.  We 
do  not  claim  to  know  anything  about  adver- 
tising ; in  fact,  we  think  we  know  very  little 
about  it,  — which,  however,  is  a common 
complaint,  we  believe,  among  advertisers. 

Our  early  experience  was  confined  to  run- 
ning; a home-made  advertisement  at  irregular 
intervals,  without  following  any  definite  sys- 
tem. Advertising  of  that  sort,  we  are  pretty 
well  convinced,  is  not  of  any  particular  bene- 
fit. It  was  not  until  several  years  ago  that 
we  made  any  feature  of  advertising,  and  at 
that  time  we  employed  an  expert  to  write  our 
advertisements,  which  were  placed  through 
the  best  agencies  ; and  by  supplementing  the 
magazine  and  periodical  advertising  by  putting 
out  attractive  catalogues,  booklets,  showcards, 
etc.,  we  obtained  results  which  appeared  to 
fully  warrant  the  expense  ; and  since  that  time 
we  have  spent  considerable  money  annually 
on  the  same  lines,  and  have  added  to  our 
corps  of  salesmen,  so  that  we  feel  that  we  are 
getting  the  fullest  sort  of  representation  before 
the  trade  and  the  public.  To  sum  up  briefly, 
we  have  made  advertising  pay  by  having  well- 
written  and  well-displayed  advertisements  in 
the  leading  weeklies  and  monthlies  ; by  dis- 
tributing to  consumers  a handsome  catalogue 
which  is  preserved  ; by  giving  booklets  to  our 
customers,  the  dealers,  which  they  in  their 
turn  distribute  to  their  customers  ; and  by  hav- 
ing a sufficient  number  of  salesmen  on  the 
road  to  cover  the  country  effectually  and  fre- 
quently. 

There  is  a wide  diversity  of  opinion  as  to 
the  best  methods  of  publicity.  It  is  probable 
that  no  rigid  rule  or  line  of  action  can  be  laid 
down  for  anyone.  Every  producer  of  a manu- 
factured article  which  he  is  anxious  to  get  to 
the  consumer  in  the  shortest  possible  time,  and 


i6o 


FOWLER’S  PUBLICITY 


at  the  least  expense,  has  got,  in  all  probability, 
to  buy  a good  deal  of  experience  before  be 
strikes  a paying  scheme.  It  is  here  that  the 
advertising  doctor  should  be  called  in.  Ilis 
prescriptions  should  be  accepted  wdth  confi- 
dence, and  if  his  field  of  observation  has  been 
large,  and  his  knowledge  is  practical,  there  is 
a very  strong  probability  that  he  will  be  a 
winning  card  to  his  client.  In  these  days  ad- 
vertising is  becoming  a science,  and  any  one 
who  is  contemplating  spending  considerable 
money  would  do  well  to  command  the  services 
of  an  expert,  as  we  think  the  chances  of  get- 
ting the  best  returns  for  the  expenditure  are 
better  than  if  the  business  man,  who  has 
plenty  of  other  things  to  attend  to  besides  the 
advertising,  should  attempt  to  do  it  all. 

People’s  Line  of  Hudson  River 
Steamers 

New  York  and  Albany,  N.  Y.,  “ Drew,”  “ Dean 
Richmond,”  “ .Ydirondack.”  By  M.  B.  Waters, 
General  Passenger  Agent. 

I RECOGNIZE  the  inestimable  value  of 
printer’s  ink  in  bringing  before  the  public  the 
advantages  of  transportation  by  the  line 
which  I represent. 

Get  your  business  before  the  public,  get  it 
talked  about,  get  into  public  print ; keep  at 
the  head  of  the  procession  so  that  you  can 
hear  the  band  play  and  keep  y'our  name  and 
business  before  the  people.  You  will  thus 
find  that  advertising  is  an  art  which  pays  and 
is  indeed  the  secret  of  prosperity.  By  adver- 
tising one’s  business  through  the  newspapers 
and  magazines,  one  is  sure  to  reach  the  public, 
and  hence  all  classes  of  business  should  seek 
the  best  method.  All  this  recjuires  untiring 
energy  and  industry. 

I low  many  instances  we  have  of  busi- 
ness men,  who,  from  the  smallest  beginnings, 
have  made  their  fortunes  through  advertising. 
While  it  would  be  impossible  to  mention  all, 
I might  refer  to  Wanamaker  in  Philadelphia, 


and  Macy  of  New  York;  Myers,  Whitney, 
Saul,  and  others  in  Albany  ; while  W.  H. 
Frear,  and  A.  M.  Church  command  attention 
in  Troy.  The  Prince  of  Advertisers  was  the 
famous  Barnum,  who  did  not  care  what  people 
said  about  him  if  they  only  kept  his  name  in 
the  papers  ; for  the  newspaper  moulds  public 
opinion,  and  hence  is  the  lever  which  moves 
the  world. 

In  the  present  day  of  progress  no  one  can 
afford  to  sit  down  and  wait  for  business  to 
come  to  him,  like  the  old  lady  who  got  her 
name  up  as  an  early  riser,  then  lay  abed  until 
noon.  A man  must  be  active  and  constantly 
on  the  alert  in  order  to  keep  in  touch  with  the 
times  and  the  public  and  he  must  bear  in 
mind  that  persistent  advertising  is  the  price  of 
success.  Indeed,  without  it  he  is  soon  for- 
gotten. If  vou  ask  who  is  the  most  success- 
ful business  man  of  the  present  day,  it  is  he 
who  uses  printer’s  ink  without  stint  and  thus 
spreads  his  business  before  the  world. 

It  is  an  old  saying  that  “ nothing  succeeds 
like  success,”  but  in  order  to  be  successful  a 
man  must  let  the  people  know  where  he  is, 
who  he  is,  and  what  he  has  to  offer.  Mark 
this  : he  who  passes  through  the  door  of  suc- 
cess will  find  it  labeled  “ Push,”  and  advertis- 
ing is  the  foundation  of  the  pushing  man.  I 
believe  in  printer’s  ink  because  I have  learned 
its  value  by  experience.  We  issue  unique, 
original,  and  attractive  leaflets,  acrostics,  and 
other  hits,  which  fix  attention  on  the  People’s 
Line  in  such  a way  that  this  Line  is  more 
popular  than  ever,  and  the  glories  of  the 
Hudson  River  are  better  known. 

I would  mention  the  fact  that  I fully  believe 
in  cuts  or  illustrations,  as  they  tell  many  a 
story  in  one’s  business  that  words  fail  to  ex- 
press, conveying  new  ideas  and  thoughts  to 
the  mind  of  the  reader  and  also  suggesting 
main'  things  to  the  intelligent  advertiser.  The 
aim  in  advertising  should  he  to  interest  the 
people  and  place  our  business  before  them  in 
such  a wav  that  they  will  become  interested. 
I often  find  many  good  ideas  in  looking  at 


GRICAT  SUCCESSES 


and  in  reading  well  written  and  illustrated 
advertisements. 

You  no  doubt  will  recall  to  mind  the  say- 
ing of  a Boss,  who,  when  asked  why  he  did 
not  stop  the  New  York  dailies  from  printing 
the  news  about  him  in  regard  to  his  fraudu- 
lent manner  of  robbing  the  city,  answered 
that  half  his  constituents  could  not  read  the 
Tribune  and  the  Times,  but  the  picture  papers 
they  could  all  read. 

Lives  of  great  men  oft  remind  us  that  by 
use  of  printer’s  ink,  we  can  die  and  leave  be- 
hind us  numerous  piles  of  golden  chink. 

Rev.  A.  Frederic  Dunnels 

Bath,  Maine,  Central  Congregational  Church.  . 

What  may  be  done  to  bring  the  largest 
number  of  persons  in  a given  community  un- 
der the  influence  of  religion?  This  is  essen- 
tially the  question  of  religious  advertising,  and 
should  be  put  by  the  building  committee  before 
they  lay  the  first  stone  in  the  foundation  of  the 
church  edifice. 

A lot  on  a main  street,  near  cars,  with  pleas- 
ing surroundings,  as  beautiful  a building  as 
may  be  erected  witbout  debt,  comfortable 
pews,  chapel  as  well  as  church  entrance  on 
the  street,  and  an  ascent  of  but  a few  steps  to 
the  main  audience  floor,  invite  attendance  and 
remove  an  array  of  excuses  for  absenteeism. 

To  the  church  bell,  with  value  proved  by 
immemorial  usage,  shpuld  be  added  the 
church  tablet,  even  in  a small  city.  Com- 
mercial travelers,  tourists,  visitors,  new  resi- 
dents strolling  by  a church  are  drawn  in  on 
finding  it  of  their  own  denomination,  or  be- 
cause they  have  heard  of  the  pastor,  or  because 
the  type  of  service  they  enjoy  is  to  be  held. 
The  mere  word  “ Central  ” on  a church  tab- 
let, has  been  known  to  win  attendants  because 
Central  was  the  name  of  the  church  they 
had  elsewhere  attended.  Trustees  and  parish 
committees  are  thus  responsible  for  much  of 
the  success  of  a church  in  reaching  the  com- 
munity. 


i6i 

d’he  congregation  is  an  advertising  medium. 
Changed  lives  are  a most  effective  advertise- 
ment. When  it  is  noticed  that  men  witli  tem- 
pers are  gaining  self-control,  trickey  business 
men  are  becoming  sensitive  to  moral  obliga- 
tions, crabbed  people  are  speaking  kindly, 
and  the  close  are  becoming  generous,  the 
church  where  they  attend  will  be  in  favor. 

When  church  goers  are  irregular,  or  run 
aw'ay  to  other  churches,  neighbors  suspect  that 
the  services  are  not  interesting. 

A reputation  for  coldness  will  keep  new 
comers  away  as  effectually  as  a stone  wall 
across  a church  porch. 

A congregation  that  speaks  well  of  its  min- 
ister advertises  a church. 

The  minister  himself  may  be  an  advertising 
medium.  A strong  man  is  a magnet.  Peo- 
ple come  to  hear  a speaker  who  has  something 
to  say. 

But  he  must  also  become  known.  The 
stay-at-home  pastor  misses  important  means 
of  increasing  his  congregation.  Non-church 
goers,  who  hear  a minister  outside  his  pulpit 
in  behalf  of  moral  or  other  public  interests,  will 
often  be  led  to  become  hearers  at  his  church  ; 
while  new  comers,  who  have  heard  a minister 
at  conventions  or  other  gatherings  in  their  for- 
mer homes,  seek  out  his  church  on  moving  to 
his  city,  rather  than  a stranger’s  congregation. 

Of  peculiar  value  at  the  present  time  is  the 
public  press.  A church  should  never  do  evil 
that  good  may  come.  Saturday’s  announce- 
ment of  catching  themes,  which  convey  a 
false  impression  of  what  will  really  be  heard  ; 
or  forms  of  invitation  that  suggest  a side  show 
at  a circus,  may  draw,  but  they  debase  the 
lofty  ideals  of  honesty  and  reverence  which  it 
is  the  very  business  of  the  church  to  create. 

But  newspapers  may  be  used  in  appropriate 
and  effective  ways.  In  spite  of  the  material 
tendencies  of  the  age,  men  are  thinking  of 
religious  matters,  and  to-morrow’s  pulpit  theme 
may  be  just  the  one  on  which  some  non- 
church goer  is  meditating.  Its  announcement 
in  Saturday’s  paper  may  bring  him  to  church. 


i62 


FOWLER’S  PUBLICITY 


Accounts  of  religious  meetings,  social  gath- 
erings, and  other  forms  of  church  activity,  in 
the  local  columns  of  a paper,  are  especially 
useful.  They  convey  the  impression  that  the 
church  is  alive,  which  is  in  itself  attractive. 
People  also  become  interested  in  a church 
when  they  know  what  it  is  doing.  Such  notes 
should  in  small  cities  be  in  the  weekly  as  well 
as  the  daily  papers,  as  many  in  such  commu- 
nities take  some  metropolitan  daily  and  only 
a weekly  in  their  own  town. 

No  degree  of  consecration  in  church  work 
relieves  from  the  obligation  to  give  that  work 
a wide  influence  by  faithful  advertising. 

J.  P.  McKinney 

Hartford,  Conn.,  Manager  of  the  Advertising  of 
“ Columbia  ” Bicycles. 

The  true  measure  of  a general’s  greatness 
is  found  in  the  record  of  his  victories.  In 
other  words,  success  proves  worth,  and  as  no 
other  bicycle  has  made  such  a record  of  suc- 
cess as  has  the  Columbia,  the  conclusion  is 
obvious  that,  in  the  main,  the  methods  of  the 
Pope  Manufacturing  Company  for  publicity 
are  the  best  methods  for  advertising  bicycles. 
Hence,  nothing  better  can  be  offered  than  a 
retrospective  glance  at  the  policy  adopted  by 
the  Pope  Manufacturing  Company,  which, 
under  the  direction  of  Colonel  Albert  A.  Pope, 
has  secured  for  Columbia  bicycles  the  favor 
and  loyalty  of  almost  countless  riders  in  all 
parts  of  the  civilized  world. 

To-day  bicycle  advertising  does  not  present 
the  same  difficulties  that  were  in  its  way 
twenty,  ten,  or  even  five  years  ago.  In  those 
days  it  was  not  only  requisite  to  advertise  the 
particular  make  of  wheel  to  the  public,  but  it 
was  also  even  more  necessary  to  educate  the 
public  to  the  advantages  of  Cycling,  for  which 
latter  purposes  the  most  expensive  media  had 
to  be  used  at  an  outlay  that  would  discourage 
almost  any  manufacturer  of  the  present  day. 
However,  the  difficulties  of  to-day  are  by  no 
means  few,  and  require  for  overcoming,  care- 


ful judgment,  experience,  and  intelligence  as 
great  as  are  to  be  found  employed  in  any  other 
manufacturing  or  commercial  industry. 

First  and  foremost,  in  advertising  a bicycle 
constant  attention  must  be  given  to  convincing 
the  public  of  the  sincerity  and  truthfulness  of 
all  statements  made,  and  no  advertising  can 
succeed  that  is  not  backed  up  by  the  equal 
treatment  of  all  patrons  in  the  wav  of  price 
and  quality  of  wheel  supplied. 

The  high-class  monthly  magazines,  reach- 
ing the  most  discriminating  and  well-to-do 
readers,  are  most  excellent  media  for  popular- 
izing a bicycle,  but  it  is  also  requisite  that  the 
space  ill  such  publicatimis  should  be  filled 
with  artistic  and  distinctive  designs  to  com- 
mand attention.  Illustrated  weeklies,  and 
other  publications  which  go  into  the  home, 
are  also  excellent  media  for  bicycle  advertis- 
ing, and  to  these  and  to  the  daily  press  may 
be  ascribed  a very  large  part  of  the  popularitv 
gained  for  any  wheel  through  the  use  of 
printer’s  ink.  For  all  publications,  except 
monthly  magazines,  and  possibly  illustrated 
weeklies,  advertisements  should  be  well  writ- 
ten and  well  displayed  w'ith  occasional  eye- 
catching cuts.  The  attention  of  the  reader 
having  been  obtained,  clean  cut  and  terse  sen- 
tences should  retain  his  interest,  and  convin- 
cing argument  and  conclusion  should  alwa3's 
be  found  in  everv  line  of  space  used.  A 
constant  change  of  copy  should  be  made  in 
all  newspaper  and  periodical  advertisements, 
and,  in  fact,  next  to  the  selection  of  proper 
media,  or  perhaps,  even  in  advance  of  it,  the 
successful  advertising  of  a bicycle  will  depend 
largelv"  iqion  the  preparation  of  the  copy  for 
the  advertisement. 

Two  main  thoughts  should  always  he  iu  the 
mind  of  the  bic^^cle  advertiser  ; one  to  popidar- 
ize  the  name  of  his  wheel,  the  other  to  offer 
convincing  statements  as  to  its  merits.  Tliere 
is  one  other  way  to  pojnfiarize  a bic}'cle,  viz  : 
to  make  the  best  possible  wheel  and  sell  it  at 
the  same  price  to  all  alike.  Such  a oue  is  the 
“ Columbia  Bicvcle,  Standard  of  the  World.” 


GREAT  SUCCESSES 


163 


Stolhverck  Brothers 

Cologne,  ('lennaiiy,  Makers  of  Cliocolate  and  Con- 
fectionery. By  (iebr.  Stollwerek. 

RuASO.NAni.K  advc'rtising  in  the  proper  pa- 
pers cannot  be  other  than  benelicial  to  any  busi- 
ness ; and  we  have,  in  the  coarse  of  years, 
noticed  this  benefit  in  onr  own  business. 

As  a <reneral  tliin<i  advertisements  after  the 
American  system,  such  as  have  been  fre- 
quently laid  before  ns  and  snch  as  we  find 
in  illustrated  and  political  newspapers,  would 
not  be  a success  in  Germany  as  we  lay"  more 
stress  upon  an  honest,  practical  advertisement 
than  upon  advertisements  in  the  socalled 
“ great  ” style. 

New  St.  Charles  Hotel 

New  Orleans,  La.  By  Andrew  K.  Blakely,  Mana- 
ger. 

I TAKE  it  as  the  elementary  and  basic  prin- 
ciple of  advertising,  that  advertising  is  good 
when  you  have  a good  thing  to  advertise  ; and 
bad  when  you  have  a bad  thing  to  advertise. 
In  the  former  case  publicity  is  given  to  the 
fact  that  it  is  e.xpedient  to  trade,  barter  or 
negotiate  with  you  ; in  the  latter  case,  publicity 
is  given  to  the  fact  that  it  is  inexpedient  to 
trade,  barter  or  negotiate  with  you.  In  other 
words,  advertising  a bad  thing  only  increases 
the  public  knowledge  that  it  is  a bad  thing. 

These  considerations  I hold  as  particularly' 
pertinent  in  Hotel  advertising.  My  greatest 
advertising  medium  is  my  guest.  Every 
guest  leaving  my  house  goes  forth  into  the 
world  on  a crusade,  for  or  against  me. 

Do  you  see  why  I lay  stress  upon  the  fact 
of  advertising  being  a good  thing  or  a bad 
thing  according  to  the  merit  or  demerit  of 
what  it  makes  public?  My  guests  must  be 
satisfied  ; they  must  leave  mv  house  without 
being  able  to  recall  anything  but  the  most 
courteous  and  unmarred  entertainment,  and 
then  they  are  more  potent  than  any  advertis- 
ing medium  I could  find. 


Ikunphlet,  newspaper  and  magazine  adver- 
tising 1 believe  excellent  as  what  I might  call 
.suggestive  advertising.  A man  in  New  York 
may  see  the  name,  St.  Charles  Hotel,  in  a 
local  paper  or  elsewhere,  and  note  my  as- 
sertions as  to  its  luxurious  appointments,  com- 
fortable accommodations,  and  our  mild  and 
salubrious  climate  surpassing  that  of  Florida 
and  California,  with  our  quaint  old  city  and 
its  historic  surroundings  ! He  will  bear  this 
in  mind,  but  he  will  make  all  possible  inquiries 
about  m\^  house  and  the  correctness  of  my  as- 
sertions from  some  one  who  has  been  there, 
and  so  leave  the  ultimate  destiny  and  effective- 
ness of  the  advertisement  in  the  hands  of  the 
gratified  or  dissatisfied  guest. 

The  successful  hotel  advertiser  must  con- 
vert his  guest  to  the  belief  that  his  house  is 
the  best  I This  done,  he  will  find  the  effec- 
tiveness of  any  advertising  increased  tenfold. 
Advertisements  go  placed  so  as  to  reach  those 
classes  that  are  likely  to  purchase  or  patronize- 
w'hat  you  advertise,  and  satisfied  customers 
will,  in  my  opinion,  bring  trade  to  nearly  every 
line  of  business. 

Charles  H.  Ayers 

New  Haven,  Conn.,  “Surety  Shoe  Store.” 

Alw.ws  being  a believer  in  adv'ertising  and 
thinking  my  methods  needed  a tonic,  I de- 
cided to  consult  an  expert  on  the  subject.  As 
I would  tell  a physician  all  about  my  physical 
troubles,  so  I told  the  advertising  man  every- 
thing about  my  advertising,  store  methods, 
etc.  I religiously  did  what  he  suggested,  the 
result  being  that  I was  more  strongly  con- 
vinced that  advertising  paid,  and  that  the  bet- 
ter the  quality,  the  more  the  returns.  I dis- 
carded cheap  circulars  and  all  cheap  methods, 
and  expended  mv  appropriation  almost  en- 
tirely on  the  daily  papers. 

I found  out  that  good  typography  was  a 
potent  factor  in  making  advertisements  stand 
out  prominently,  and  so  had  mine  skillfully 
set  up.  The  reading  matter  always  forcibly 


164 


FOWLER’S  PUBLICITY 


and  honestly  expressed  in  plain  sensible  words 
what  every  one  could  understand.  No  non- 
sense, — nothing  but  shoe-talk  describing  one 
kind  of  shoes  at  a time. 

What  I said  in  the  papers  I backed  up  in 
the  store,  never  advertising  anything  I did  not 
have. 

I displaA^ed  prominently  in  the  window  the 
kind  of  shoes  I advertised  in  the  papers,  as 
many  people  want  to  see  what  is  advertised 
and  dislike  making  inquiries  in  the  store. 

I found  window  advertising  a powerful 
medium  and  tried  to  dress  the  window  in 
reference  to  the  paper  advertisements.  I often 
displayed  only  one  grade  of  shoes  at  a time, 
and  noticed  that  during  that  period  and  the 
immediate  future,  I sold  more  of  that  kind 
than  usual. 

Unique  window  displa3's  brought  good  re- 
sults, but  in  making  them  I alwaj's  utilized 
such  things  as  would  have  a direct  bearing  on 
m}^  shoes  or  shoe  business,  and  be  in  harmony 
with  the  newspaper  advertisements  as  far  as 
possible. 

Wide-awake  newspapers  would  frequentl}" 
comment  upon  them,  thus  exciting  curiosity 
enough  to  bring  people  to  mj^  store.  Book- 
lets of  good  quality  brought  good  results,  as 
well  as  advertising  matter  put  into  the  bundles 
going  out  of  the  store. 

Joseph  Horne  & Company 

Pittsburg,  Penn.,  Dry  Goods.  Dy  T.  0.  Hays, 
Manager. 

“Mow  I made  advertising  pay”  must  be 
explained  in  as  many  different  ways  as  there 
are  different  individuals  to  explain  it.  No  two 
experiences  are  entirely  alike.  The  publicity 
manager  for  a department  house,  with  hun- 
dreds of  articles  to  be  brought  before  the 
public  in  such  way  as  to  convince  that  ’tis  to 
said  public’s  interest  to  patronize  that  house 
for  eveiy  possible  need,  from  pins  to  furniture, 
must  necessarily  adopt  methods  widely^  differ- 
ent from  those  of  the  special  writer  whose 


force  is  concentrated  upon  a single  item.  The 
success  of  the  former  must  be  measured  by 
the  aggregate  result  attained  ly  force  distrib- 
uted among  fifty  to  one  hundred  different 
departments  ; hence  the  difficulty  of  designat- 
ing aity  one  particular  line  of  action  to  which 
success  may  be  attributed. 

A system  of  methods  must  necessarily  be 
adopted  in  the  one  case,  while  the  special 
writer,  with  thought  and  ingenuity  concen- 
trated upon  one  particular  line,  be  it  pickles  or 
pills,  may  devise  ways  and  means  of  present- 
ing the  particular  article,  which,  when  formu- 
lated into  an  advertisement  may  contain  such 
originality  of  thought,  unique  phraseology  and 
construction,  that  it  will  strike  the  public  fancy 
with  such  force  as  to  at  once  become  a 
household  word  or  phrase.  Just  as  a bright 
“catch}'”  air  will  remain  with  us  after  the 
more  humdrum  portions  of  the  opera  are 
forgotten,  so  a single-sentence  advertisement 
framed  by  a special  writer  who  has  the  faculty 
for  presenting  an  idea  in  the  crisp,  terse  origi- 
nality of  a half  dozen  words,  will  remain  in 
the  mind,  be  repeated  over  and  over,  give  a 
suggestion  which  will  superinduce  thought, 
and  become  the  means  to  which  the  wonder- 
fully successful  sale  of  an  article  may  be 
directly'  traced.  I'or  example  : The  staving- 
hooked  quality,  which  is  the  point  of  excel- 
lence in  the  article,  is  more  forcefully'  heralded 
in  three  short  words,  than  it  could  be  iu  whole 
pages  of  comment,  and  “See  that  hump?” 
will  live  among  the  classics  in  advertising 
literature  so  long  as  hooks  and  eyms  are  used. 
Certainlv,  so  long  as  woman  is  tortured  with 
self-opening  hooks  and  ey'es  will  she  inquire 
when  buy'ing,  “ Have  they  that  hump?” 

The  specialist  in  the  advertising  field  has, 
then,  I repeat,  the  advantage  in  tracing  results; 
the  very'  familiarity  with  which  the  above 
and  kindred  expressions  such  as  “ It  lloats,” 
“ Children  crv  for  Castoria,”  and  hundreds  of 
others,  are  quoted  in  American  homes,  jtroves 
that  immense  results  are  directly'  traceable  to 
them. 


(iRE/Vr  SUCCESSES 


On  the  other  hand,  the  department  or  gen- 
eral retail  houses  must  gauge  their  success  by 
aggregate  resnlts  from  achertising  many  de- 
partments. Ilaj^pily  for  me,  the  methods 
adopted  in  the  beginning  of  my  experience  as 
an  advertisement  writer,  coincide,  in  the  main, 
with  the  policy  of  the  establishment  which  I 
now  serve  in  that  capacity.  Almost  a half 
century’s  uninterrupted  success  for  the  house 
ot  Jos.  Horne  & Co.  has  become  history,  both 
local  and  foreign.  The  natural  supposition  is 
that  the  advertising  has  been  no  small  factor 
in  securing  that  success  ; the  logical  conclu- 
sion, that  the  methods  used  must  possess  the 
elements  of  success ; consequently,  with  little 
or  no  difference  from  my  adopted  policy,  what- 
ever of  success  I may  have  had  was,  I con- 
clude, the  result  of  adhering  to  those  methods. 

The  whole  theory  of  successful  advertising, 
or  as  our  text  expresses  it,  “ How  to  make 
advertising  pay,”  may  be  formulated  into  less 
than  half  a dozen  rules,  which,  if  they  should 
not  bring  success  to  all  who  adopted,  never- 
theless, other  things  being  equal,  should  prove 
a strong  element  in  the  success  of  any  depart- 
ment house. 

1st.  Know  your  story  thoroughly,  then  tell 
it ; tell  it  in  the  fewest  words  possible,  — clear- 
cut,  keen  and  decisive.  Make  every  syllable 
count. 

2d.  Know  your  audience  and  adapt  your 
advertisement  to  the  class  for  whom  you  write. 
The  country  dailies  and  weeklies,  the  monthly 
journals  — home,  agricultural  and  scientific, 
the  great  city  dailies  and  weeklies,  not  to  men- 
tion church  papers  and  programs  ; county  fairs 
and  women’s  editions  galore  — all  require 
different  treatment,  and*  fortunate  is  the  ad- 
vertisement writer  possessed  with  versatility 
of  style  to  successfully  meet  all  the  require- 
ments of  his  lists.  Needless  to  say  that  the 
keen,  word-scintillating  production,  bristling 
with  pith  and  point  is  in  a fair  way  to  usurp 
the  old-style;  and  again,  that  veritable  word- 
painting  in  descriptive  writing  is  considered 
as  essential  by  the  up-to-date  writer,  as  are 


165 

the  delicate  touches  of  light  and  color  given 
the  canvas  by  a master  landscape  artist. 

No  less  true  is  it  that  one  must  possess  the 
power  of  discrimination  to  decide  upon  the 
particular  style  of  writing  adapted  to  the  sub- 
ject. 

In  modern  newspaper  advertising  a new 
era  has  dawned,  and  for  successful  work  in 
this  line,  intelligence  is  demanded  ; the  mere 
jumbling  of  words  without  regard  to  rules  of 
grammar  and  rhetoric  is  passe.  It  does  make 
a difference  as  to  when  and  where  the  per- 
sonal or  relative  pronoun  is  used,  and  as  to 
whether  or  not  certain  parts  of  speech  agree 
in  person,  number,  and  gender.  He  who 
would  keep  up  in  the  race  must  diverge  from 
the  old  beaten  track  ; must  present  the  subject 
of  buying  and  selling  in  a style  so  attractive 
that  people  will  involuntarily  stop  to  read  — 
not  a re-hash  of  old  stereotyped  sayings, 
whereby  the  dear,  appreciative  public  is  in- 
formed that  “ never  before  was  such  an 
opportunity  offered,”  that  “ to  miss  this  un- 
paralleled offering  is  to  miss  the  chance  of  a 
lifetime  ” ; and  just  as  the  reader  is  on  the 
verge  of  “ conversion  ” to  the  belief,  he  turns 
to  the  opposite  page  only  to  read  a similar 
declaration  from  Bombast  & Co.,  with  the 
additional  information  that  “ it  will  pay  you 
for  to  come.” 

3d.  Be  original.  A catchy  head-line,  the 
briefer  the  better,  often  a single  word  in  the 
proper  type  and  setting  will  rivet  one’s  atten- 
tion whether  he  will  or  not ; then  if  the  body 
of  the  advertisement  contains  facts  concerning 
merchandise,  stated  in  a way  to  interest,  - — • 
or,  in  other  words,  in  a new  or  novel  way,  it 
will  be  read. 

4th.  Do  not  exaggerate.  A most  impor- 
tant phase  of  the  newspaper  adv'ertisement  is 
that  nothing  be  misleading  ; represent  goods 
exactly  as  they  are,  that  patrons  may  come  to 
have  such  confidence  in  the  verity  of  your 
daily,  weekly  or  monthly  statement  that  it 
will  be  accepted  with  a faith  born  of  implicit 
confidence.  A woman  will  willingly  pay  a 


FOWLER’S  PUBLICITY 


1 66 

trille  more  per  yard  for  an  article  where  such 
confidence  exists,  rather  tlian  go  where  a cer- 
tain allowance  must  be  made  for  exaggerated 
statements  — where  a premium  is  placed  upon 
misrepresentation. 

The  Ananias  and  Sapphira  principle  stands 
no  show  in  successful  merchandising,  but 
soon  becomes  an  active  principle  against  the 
best  interests  of  business,  driving  away  rather 
than  securing  or  retaining  patronage. 

Bright  and  attractive  windows  prove  a most 
effective  method  of  advertising.  When  you 
can  interest  people  sufficiently  to  cause  them 
to  stop  just  without  the  doors  of  your  estab- 
lishment, almost  invariably  they  will  step 
within.  Once  inside  and  the  principal  forces 
of  mercantile  life  necessary  to  hold  trade 
brought  to  bear,  my  merchant  ma}"  count  upon 
a goodly  degree  of  success.  I claim  that  the 
advertising  of  an  establishment  does  not  en- 
tirely  consist  in  the  printed  announcements  of 
that  establishment,  but  that  every  influence  or 
force  brought  to  bear  toward  securing  and 
retaining  business  is  an  advertising  medium 
for  that  house. 

The  part  played  b}^  the  clerical  force  of  an 
establishment  in  building  up  and  holding  its 
trade,  thus  becoming  a factor  in  its  advertis- 
ing that  is  not  inconsiderable,  and  the  wise 
merchant  will  see  to  it  that  this  important 
force  of  the  commercial  machinery  is  all  that 
an  enlightened  age  demands. 

Intelligence,  integrity  and  tact  are  three 
essential  attributes  of  the  successful  salesman, 
which,  being  daily  brought  to  bear  upon 
every  transaction,  will  show  results  in  visible 
contrast  to  those  produced  by  the  opposite 
<jualities : ignorance,  faithlessness  and  stu- 
piditv.  Intelligence  and  integrity  will  invari- 
ably serve  the  best  interests  of  employer,  as 
patrons  will  receive  the  attention  due  them  by 
the  laws  of  common  politeness  and  civilit}', 
and  that  courtesy  will  be  heralded  by  cus- 
tomers to  friends  until  it  becomes  a common 

saying  : “ I go  to ’s  because  the  clerks 

are  so  civil.” 


Tact,  that  keen  discernment  of  the  relations 
of  matters  as  they  exist,  with  the  natural 
ability  to  turn  the  current  in  a direction  favor- 
able to  the  cause  espoused,  is  a quality  of  in- 
estimable value.  And  the  wide-awake  mer- 
chant will  recognize  and  rightly  estimate  the 
foregoing  principles,  and  be  willing  to  render 
just  recompense  for  good  service,  rather  than 
allow  it  to  be  replaced  bv  incompetency  be- 
cause of  the  demand  for  a few  extra  dollars 
per  month,  since  in  itself  it  becomes  a telling 
advertising  agency,  and  — ADVERTISING 
PAYS. 

J.  B.  Lewis  Company 

Boston,  Mass.,  Wholesalers  of  Boots  and  Shoes. 

ByJ.  B.  Lewis,  President. 

For  man}'  years  past  we  have  been  credited 
by  the  statistics  of  the  boot  and  shoe  authori- 
ties with  selling  the  largest  quantity  of  goods 
sold  by  any  manufacturer  to  the  retail  trade 
from  Boston,  which  is  the  heart  of  the  boot 
and  shoe  industry  of  the  country  ; and  if  this 
record,  coupled  with  38  years  of  uninterrupted 
success  in  the  shoe  business,  and  an  experi- 
ence as'  liberal  advertisers,  will  give  us  the 
privilege  of  telling  our  experience  in  advertis- 
ing, so  that  we  may  help  some  fellow-mer- 
chant, we  are  more  than  pleased  to  answer 
your  question. 

It  would  be  difficult  to  tell  just  what  medium 
pays  us  best.  Our  object  is  to  attract  a cus- 
tomer to  us,  and  then  by  meritorious  goods  and 
courteous  treatment,  hold  him.  We  never 
advertise  falsely.  We  want  a permanent 
patronage . 

Honesty  leads  to  sticcessful  publicity. 

To  reach  the  pinnacle  of  fame,  “ Success,” 
that  publicity  for  which  all  men  strive,  one 
should  follow  ill  the  path  of  that  noble  states- 
man, Abraham  Lincoln,  who  said  : “ I would 
rather  be  considered  an  honest  man  than  have 
the  wealth  of  Crmsus.” 

“ Ilonestv  is  alwavs  the  best  policy.” 

In  every  business  house,  the  honest  ettorts 


GREAT  SUCCESSES 


167 


ot  a lirni  to  please  its  customers  will  always 
he  crowned  with  success.  The  public  soon 
learns  who  among  the  trade  is  worthy  of  its 
conlidence  and  acts  accordingly.  Therefore 
we  sdy  it  pays  to  “ Deal  honestly  with  your 
customers.” 

In  your  advertising  do  not  deceive  the 
public  ; tell  it,  through  the  different  advertis- 
ing mediums,  just  what  you  have  for  sale,  in 
plain  every-day  United  States  talk  that  a 
child  can  understand.  Then  the  people  will 
sav,  “ Here’s  an  honest  man.  lie  tells  what 
he  has  for  sale  in  a few  words,  without  the 
usual  brass  band  accompaniment.” 

Live  up  to  ^mur  advertisements. 

A manufacturer  who  .gives  his  customer 
just  what  his  advertisement  says  he  will,  is 
looked  upon  as  a man  worthy  of  future  orders. 
Summed  up,  successful  publicity  consists  of 

Real  merit. 

Honest  manufactures. 

Persistent  advertising. 

Keystone  Watch  Case  Company 

Philadelphia,  Penn.  By  H.  L.  Roberts,  Secretary 
and  Treasurer. 

When  our  predecessors  bought  the  patents 
for  and  the  business  of  manufacturing  James 
“Boss”  gold  filled  watch  cases  in  1875,  the 
article  was  practically  unknown  and  the  busi- 
ness very  small,  only  employing  thirteen 
hands  and  turning  out  about  twenty-five  cases 
per  week.  Realizing  that  they  had  a good 
thing  and  that  a large  business  could  be 
worked  up  if  other  people  could  be  made  to 
know  what  a good  thing  it  was,  they  at  once 
began  in  a small  way,  but  persistently  and 
systematically,  to  tell  other  people  the  merits 
of  “ Boss  ” cases. 

The  jewelers  were  first  made  thoroughly 
acquainted  with  the  goods  and  interested  in 
the  sale  of  them  through  the  medium  of  mis- 
sionaries, advertising  in  the  trade  journals  and 
by  circulars,  signs,  etc. 

The  education  of  the  public  was  then  begun 


by  the  distribution  of  cheap  forms  of  adverti.s- 
ing  matter  (directly  and  through  the  jewel- 
ers), and  the  insertion  of  advertisements  in 
the  country  newspapers,  one  section  of  the 
country  being  thoroughly  worked  before  tak- 
ing up  another.  This  advertising  was  con- 
stantly increased,  and  extended  into  other 
lines,  taking  in  some  first-class  magazines 
and  some  few  weeklies  which  were  published 
in  the  larger  cities. 

The  business  steadily  grew  until  it  became 
the  largest  of  its  kind  in  the  world,  employing 
about  thirteen  hundred  people  with  an  output 
of  nearly  two  thousand  watch  cases  per  day. 

“ What  is  the  good  of  unknown  good  ” is, 
we  feel,  in  our  case  an  answered  query.  Our 
experience  indicates  that  no  business  can 
attain  a full  measure  of  success  unless  its  good 
be  thoroughly  made  known. 

Our  prescription  for  “ Successful  Publicity  ’’ 
is  : 

Have  a good  article. 

Have  abounding  faith  in  it. 

Transmit  that  faith  to  others  in  the  shortest, 
sharpest,  most  impressive  way,  using  the  me- 
diums which  may  be  best  suited  for  the  purpose 
under  the  conditions  ruling  at  the  time  ; and. 

Keep  everlastingly  at  it. 

Posner  Brothers 

Baltimore,  Md.,  Department  Store.  By  VV.  A. 

Lewis,  Manager. 

My  experience  has  been,  and  is,  that  profit- 
able publicity  depends  upon  a knowledge  of 
the  people,  reliance  upon  their  intelligence, 
and  respect  for  the  stability  of  facts.  It  does 
not  prosper  by  laborious  inventiveness,  nor 
studied  effects,  nor  hot-house-cultivated  inno- 
vations. Simplicity  being,  in  the  judgment  of 
the  most  intelligent,  the  principal  charm  in 
life,  I have  made  advertising  pay  best,  quick- 
est, and  most  by  a cautious  comprehension  of 
the  people,  and  simple,  energetic  application 
of  my  comprehension. 

I couldn’t  say  more  if  I wrote  a book. 


FOWLER’S  PUBLICITY 


1 68 

White  Sewing  Machine  Company 

Cleveland,  Ohio.  By  S.  A.  Burgess,  Manager. 

Responding  to  your  inquiry  as  to  what  con- 
stitutes successful  publicity,  we  would  say : 
have  a meritorious  article  to  sell,  and  then 
keep  it  constantly  before  the  public  in  an  at- 
tractive, curiosity-e.xciting  and  oftentimes  in- 
formation-ffivinff  manner. 

o o 

There  is  a vast  difference  of  opinion  as  to 
the  best  methods  of  advertising,  but  our  ex- 
perience leads  us  to  believe  that  no  one  method 
is  best  for  all  kinds  of  business.  It  is  often 
necessaiy  to  get  out  of  the  beaten  path  and 
give  the  public  something  novel  that  will  create 
favorable  comment  and  indelibly  impress  tbe 
firm’s  name  and  product  upon  the  mind  of  the 
recipient.  To  illustrate  : about  a year  ago  we 
sent  out  for  free  distribution  to  our  dealers  a 
large  number  of  skeleton  Mexican  magnolia 
leaves,  with  simply  the  words,  “ Compliments 
of  White  Sewing  Machine  Co.”  printed  there- 
on. In  an  accompanying  circular  we  ex- 
plained what  the  leaves  were,  where  they  came 
from,  and  how  made.  These,  being  judiciously 
distributed  in  twos  and  threes,  were  invariably 
tied  with  a piece  of  bright  ribbon  and  given  a 
prominent  place  in  the  home  ; and  as  human 
nature  is  about  tbe  same  the  world  over  in  so 
far  as  the  possession  of  something  unusual  and 
the  desire  to  show  it  is  concerned,  the  leaves 
would  be  shown  to  and  commented  upon  by  all 
visitors.  In  this  way  the  firm  name  and  product 
would  be  agreeably  impressed  upon  each  one. 

Very  often  a trifling  circumstance  turns  the 
scale  in  influencing  one  in  the  purchase  of  an 
article,  and  while  it  is  not  always  the  souvenir 
or  novelty  that  does  this,  we  know  they  ma- 
terially assist.  Successful  publicity  necessi- 
tates discrimination  in  the  kind  and  style  of 
matter  put  out.  The  argument  advanced 
must  be  gauged  to  the  capacity  of  the  receiver. 
An  elegantly  gotten  up  booklet,  couched  in 
dignified  language,  would  hardly  fit  in  some 
sections,  whereas,  in  others,  its  use  would  be 
correct  in  every  particular. 


We  believe  in  the  idea  of  giving  informa- 
tion about  one’s  product,  and  in  telling  where- 
in it  excels  other  articles  of  the  same  kind, 
but  we  do  not  deem  it  wise  to  do  so  in  all 
cases.  ^ 

The  advertising  of  sewing  machines  differs 
somewhat  from  that  of  other  articles.  We  use 
cards,  circulars,  booklets,  hangers,  posters, 
etc.  ; newspapers  largely  and  magazines  some- 
what ; and  supplement  all  by  displa3"s  of 
ornamental  machine  needlework  under  the  di- 
rection of  a skilled  operator,  who  gives  prac- 
tical demonstration  of  the  rano^e  of  work  which 
can  be  done  on  the  White  sewing  machine. 
This  last,  while  serving  in  a sense  as  a com- 
plement to  the  farmer,  is  in  itself,  to  our  mind, 
the  most  forceful  and  quick-returns  advertising 
we  do. 

We  aim  to  be  original  in  all  our  methods  of 
advertising  ; and  while  we  do  not  reach  our 
ideals  in  every  case,  we  feel  that  veiy  often 
our  productions  in  this  direction  are  new  and 
pointed.  Our  ideas  in  the  poster  line  are 
unique  in  more  wa^’s  than  one,  and  the  verses 
in  connection  with  the  illustrations  form  a 
happy  and  effective  combination. 

We  believe  we  are  the  first  sewing  machine 
compaiy  to  use  half-tone  illustrations  in  cata- 
logues, and  we  do  not  think  the  cuts  can  be 
improved  upon.  We  have  carried  the  half- 
tone idea  a little  further  in  the  production  of  a 
2q  X 36  poster.  That  is  the  largest  half-tone 
used  in  a commercial  way  that  has  come  to 
our  notice,  and  cannot  but  attract  attention 
and  influence  trade  in  behalf  of  the  White. 

We  trade  largel}"  on  the  reputation  which 
we  have  built  up  in  the  past,  and  we  point  to 
that  to  show  what  the  White  sewing  machine 
has  been,  is  now,  and  will  be  ; which  carries 
with  it  the  conviction  that  in  point  of  apjiear- 
ance,  lasting  and  practical  sewing  qualities, 
the  White  will  ever  be  in  the  front  of  the  sew- 
ing machine  procession. 

We  might  multijily  words,  but  we  think  the 
above  will  suflice  to  set  forth  our  ideas  as  to 
what  goes  to  make  up  successl'ul  advertising. 


G RE AT  SUCCESS ES 


169 


Gas  Engine  and  Power  Company 

Morris  llci^jlits,  N.  Y.,  Maker  of  Naphtha  and 
Kleetrie  Laiiiiclies.  Ity  John  ).  Aiiioit,  I’resi- 
dent. 

Wit  believe  we  have  made  our  advertisin'^ 

First,  by  selecting  with  our  best  care  and 
judgment  onlv  such  mediums  as  we  thought 
would  be  read  and  retained  by  the  class  of 
people  likely  to  buy  our  product. 

Second,  by  using  the  selected  mediums 
when  customers  would  be  considering  pur- 
chases in  our  line. 

Third,  by  attractive  illustration  and  concise 
form  of  copy,  and  sticking  to  the  legend,  “ The 
Only  Naphtha  Launch.” 

Fourth,  by  the  excellence  of  the  quality  of 
our  goods  making  them  advertise  themselves. 

Smith  & Murray 

Springfield,  Mass.,  Dry  Goods.  By  Alexander 
Leith,  Manager. 

The  paramount  point  is  truthfulness.  While 
this  may  be  conceded  by  almost  every  adver- 
tiser— still  there’s  a great  deal  of  advertising 
written  with  truth  as  a nucleus,  but  encircled 
with  statements  which,  if  not  untrue,  are  mis- 
leading. 

Think  of  the  number  of  perhaps  reputable 
stores  — at  least  so  considered — ^ that  will  ad- 
vertise, in  big  type,  a phenomenal  purchase 
of  silks  at  a trade  sale,  as  “ Unapproachable 
Bargains  ” — with  an  appended  list  of  quali- 
ties, widths,  and  prices. 

Enquire  into  the  correctness  of  this  notable 
purchase  and  you’ll  perhaps  find  that  this 
merchant  purchased  only  a few  pieces  of  silk 
at  the  sale,  but  has  converted  half  of  his  stock 
into  this  sale  at  so-called  bargain  prices. 

The  result — note  it  carefully  — is  that  cus- 
tomers come  for  expected  bargains,  examine 
the  goods,  and  find  one  or  two  good  values,  — 
but  readily  observe  that  they  are  mostly  silks 
that  have  been  on  sale  for  months  previous  to 


this  sale,  marked  down,  as  likely  as  not,  from 
a dollar  to  ninety-eight  cents  a yard.  Another 
advertising  scheme,  while  not  actually  false  in 
statement,  is  so  in  act. 

Three  articles  well  known  to  the  purchas- 
ing public  are  well  advertised  by  a Sixth 
Avenue  store  in  New  York.  Crowds  come 
— ^ enough  for  ten  to  fifteen  clerks  to  wait  on 
properly,  and  just  two  apparently  inexperi- 
enced help  to  do  the  work  of  fifteen  ! But 
the  crowd  jostles,  and  those  who  see  through 
the  scheme  of  not  selling  too  many  goods 
without  a profit,  do  the  “ kicking.” 

In  my  opinion,  these  methods  of  advertising 
may  at  first  seem  successful,  but  must  in  the 
end  prove  detrimental  to  the  best  interests  of 
the  business. 

I am  a firm  believer  in 

Newspaper  advertising  — meaning  repu- 
table papers : 

Getting  a location  that  is  likely  to  be  seen  ; 

Using  clear  type,  with  effective  cuts  of 
articles  designated  ; 

Telling  exactly  what  you  have,  without 
deception  as  to  quality  or  price.  Compari- 
sons of  prices  are  odious  — as  comparisons  of 
many  things  are. 

There  are  lots  of  articles  that  may  be  selling 
at  thirty-nine  cents  whose  former  value  was  a 
dollar,  but  to  the  average  customer  it  must 
seem  incredible.  In  such  cases  comparisons 
of  prices  are  hurtful. 

While  we  speak  of  a successful  method  of 
advertising,  we  must  not  forget  that  in  no 
branch  of  business  should  there  be  more 
diversification  of  methods  than  in  advertising. 

Dry  goods  have  a wider  range  than  any 
other  line  and  while  catchy  phrases  are  many 
times  successful,  in  some  cities  these  seem  to 
be  overdone,  and  a sort  of  re-action  towards  a 
more  honest  statement  of  facts  seems  to  spread. 

My  impression,  strengthened  by  a little 
experience  in  a fairly  fruitful  field  for  adver- 
tisers, is  that  a clear  statement  of  facts, 
briefly  written  in  a good  and  not  overcrowded 
space  is  the  best. 


FOWLER’S  PUBLICITY 


170 

Even  then  results  do  not  always  follow  be- 
cause of  a serious  mistake  that  often  occurs  — 
a lack  of  knowledge  on  the  part  of  clerks. 
When  asked  for  the  goods  advertised,  they 
are  often  ignorant  of  the  importance  of  the 
articles  mentioned  and  show  them  as  nothing 
out  of  the  common.  To  obtain  satisfactory 
results  I think  it  is  of  the  highest  importance 
to  have  clerks  thoroughly  posted,  not  only  on 
the  merits  of  goods  advertised  that  particular 
time  but  on  all  advertised  matter  in  connection 
with  the  business  ; otherwise  advertising  loses 
part  of  its  value. 

W.  M.  Whitney  & Company 

Albany,  N.  Y.,  Dry  Goods  and  Department  Store. 

By  W.  C.  Swart,  Manager. 

I FIND  the  work  of  telling  “ How  I made 
advertising  pay,”  a little  difficult;  and  to  tell 
it  in  writing  requires  that  I should  travel  back- 
ward through  many  years  to  hunt  up  schemes 
that  have  long  since  been  forgotten,  and  in 
the  general  round-up  it’s  perplexing  to  me  to 
formulate  ideas  with  any  such  degree  of  per- 
fection or  clearness  that  the  reader  may  un- 
derstand them. 

I should  say  that  my  success  is  partly,  any- 
way, due  to  the  fact  that  I like  the  work,  — 
not  only  advertising  but  reportorial  work, 
which  I have  followed  as  an  interviewer  for 
the  past  twenty^  years.  I believe  that  one 
must  work  for  himself  to  the  same  extent  he 
would  for  his  employers,  and  if  he  is  success- 
ful he  will  be  doubly  valuable  to  his  lirm. 

My  newspaper  work  gave  me  a good  chance 
to  study  human  nature  and  I lind  that  a valu- 
able aid  in  dealing  with  the  general  public  of 
Albany.  I have  been  with  this  house  going 
on  seven  years.  Previous  to  that  various 
persons  had  a hand  in  the  making  up  of  the 
daily  advertising.  Every  sort  of  medium  was 
employed,  such  as  programmes,  circulars, 
cook  books,  bills  of  fares,  fences,  and  barns, 
all  of  which,  besides  the  newspapers,  were 
very  expensive.  I cut  out  everything  hut  the 


daily  and  a few  weekly  papers.  No  one 
could  tell  me  the  results  of  such  promiscuous 
advertising,  not  even  members  of  the  firm, 
hence  I discontinued  that  portion  of  the  risk 
and  am  running  in  some  thirty  dailies,  with 
a change  of  advertisement  every  day,  and 
twelve  weekly  papers,  which  I use  for  read- 
ing notices,  giving  but  one  good  strong  sub- 
ject that  will  strike  a farmer  or  his  wife 
favorably. 

I don’t  believe  in  a whole  page  advertise- 
ment ; a quarter,  or  at  the  most  a half  page 
will  do  the  work  better  and  make  as  good  an 
impression ; neither  do  I think  it  necessary 
that  every  stock  in  a large  department  store 
should  be  advertised,  one  as  much  as  the 
other.  Pick  the  best  and  the  others  will  do 
as  well.  Charles  A.  Dana  of  the  Sun  once 
told  me  that  it  “ was  as  important  to  know 
what  to  keep  out  of  a paper  as  it  was  to  know 
what  to  put  in,”  and  I think  that  will  apply  to 
a department  store  of  this  size  with  its  fifty-five 
separate  departments. 

In  these  days  I don’t  believe  1 an  advertise- 
ment should  be  used  twice  — if  you  are  to 
be  considered  a live  store  — anymore  than 
the  same  editorial,  for  there’s  something  new 
every  day  to  write  about ; nor  do  I believe 
an  advertisement  is  of  much  account  without  a 
little,  at  least,  description  of  the  article  along 
with  price,  nor  do  I believe  at  all  in  the  phrase 
“50  cents,  worth  $1.”  It’s  worth  just  what 
you  can  get  for  it.  The  merchant  says  it’s 
worth  tfi,  but  the  customer  says  it’s  worth  50 
cents ; it’s  a dispute,  and  the  customer  can 
walk  out  of  the  store  leavinij  the  goods  be- 
hind.  Such  little  things  as  that  leave  had 
impressions,  and  no  advertisement  or  price 
card  should  be  written  that  will  give  a cus- 
tomer any  chance  to  doubt  or  dispute.  Make 
all  clear  sailing  and  set  your  price  at  a fair 
business  profit  and  stop  there.  “ 50  cents 
reduced  from  tpi  ” will  do  double  the  work, 
and  no  dispute  follows. 

I do  not  run  so  heavy  on  “ bargains  ” as 
some  other  stores  do,  as  that  is  a matter  that 


GREAT  SUCCESSJCS 


can  1)0  overdone  l)efore  you  know  it.  There’s 
enough  of  this  and  that  in  a large  house  that 
(»’oes  slow,  and  I save  such  things  fora  certain 
day  in  the  week,  when  I give  them  all  at  one 
time.  I lind  it  pays  well. 

Neither  do  I trust  entirely  to  the  buyers  of 
a stock  or  the  store  superintendent,  but  when 
I write  an  advertisement  on  a particular  stock, 
if  the  prices  have  been  changed  I see  that  the 
clerks  know  of  it  of  a certainty.  Then,  if  a 
sale  or  anything  extra  is  to  be  on  a floor 
where  the  elevator  is  used,  I look  after  the 
elevator  hoy  to  see  that  he  does  his  portion  of 
the  work  properly.  I even  look  after  our 
delivery  wagons  to  see  that  the  drivers  go 
slowly  when  people  are  crossing  streets.  We 
send  out  twelve  wagons  four  times  a day, 
hence  they  are  always  in  evidence  with  the 
name  of  Whitney  on  each  side.  I have  found 
that  all  such  little  matters  create  favorable  im- 
pressions about  this  store. 

Again,  I always  make  it  a practice  to  mingle 
with  the  crowds  with  my  hat  on  as  though  I were 
a customer,  in  order  to  catch  criticisms,  favor- 
able or  otherwise,  and  I find  this  of  immense 
benefit  to  me  in  forming  future  plans.  There 
are  hundreds  of  other  little  side  matters,  I 
could  speak  of.  In  fact  I could  write  all  day 
on  this  subject  as  it  never  grows  old,  and 
every  day  something  new  comes  up  requiring 
fresh  thought  and  planning. 

Is  there  a risk  to  advertising?  Certainly, 
but  very  little  if  you  know  when,  how,  and 
what  to  advertise. 

Monarch  Cycle  Manufacturing 
Company 

Chicago,  111.,  “ Monarch  Bicycles.”  By  T.  W. 

Crosby,  Manager. 

It  has  ever  been  the  policy  of  this  company 
to  increase  its  appropriation  for  advertising  in 
the  same  proportion  as  its  output  has  been  en- 
larged. The  greater  the  number  of  bicycles 
made,  the  more  extensively  do  we  advertise 


J71 

them,  and  therein  lies  one  of  the  chief  rea- 
sons for  our  great  success. 

In  1893  a trial  product  of  1200  machines 
was  placed  on  the  market  and  advertised  to 
the  extent  of  a few  thousand  dollars  in  country 
publications.  In  1893,  1200  Monarch  Bicy- 
cles were  sold.  The  next  year  5000  wheels 
were  built  and  marketed  by  the  aid  of  an 
advertising  appropriation  of  $20,000  spent 
among  country  weeklies  and  a few  magazines 
and  other  publications  of  a national  circulation. 
In  1895  over  $75,000  was  spent  in  Monarch 
advertising,  and  20,000  bicycles  were  sold. 
The  appropriation  was  spent  on  most  of  the 
standard  magazines,  illustrated  papers,  relig- 
ious papers,  fashion  papers,  trade  papers, 
large  dailies,  and  about  1500  countiy  weeklies. 

This  year  we  have  placed  advertising  con- 
tracts aggregating  $125,000  and  up  to  Sep- 
tember 1st,  we  have  sold  nearly  40,000  high 
grade  bicycles. 

Our  list  of  publications  includes  nearly 
every  high  class  magazine,  family  magazine, 
illustrated  weekly,  fashion  paper,  and  bicycle 
paper  published  in  this  country.  We  have 
also  used  religious  papers,  large  cky  dailies, 
and  papers  devoted  to  the  implement,  hard- 
ware, carriage,  and  other  trades  handling 
bicycles  quite  extensively.  We  bave  used 
about  2500  country  weeklies,  and  nearly  all 
of  the  foreign  bicycle  papers,  and  the  publica- 
tions devoted  to  export  trade.  To  a limited 
e.xtent  we  have  advertised  in  college  papers, 
medical  journals,  and  a few  other  class  publi- 
cations. 

About  $10,000  was  spent  on  our  cata- 
logues. 

We  bave  also  employed  a racing  team, 
costing  us  about  $10,000,  and  just  here  we 
might  state  that  it  is  one  of  the  best  means  of 
advertising  that  we  have  ever  employed.  Of 
course  there  are  a hundred  and  one  other  ways 
of  spending  money  in  advertising  bicycles. 
We  use  theatre  programs,  drop  curtains  in 
theatres,  balloon  ascensions,  billboards,  etc., 
ad  injinituin. 


172 


FOWLER’S  PUBLICITY 


We  believe  in  “ keeping  everlastingly  at 
it,”  and  for  that  reason  we  spend  most  of  onr 
money  in  publications  of  a large  and  general 
circulation. 

Advertising  is  so  deep  and  intricate  a study 
that  no  man,  no  matter  how  long  his  experi- 
ence, knows  even  the  half  of  it.  We  are 
constantly  gaining  in  knowledge  and  experi- 
ence and  continually  finding  out  where  we 
have  erred.  To  tell  what  constitutes  success- 
ful publicity  would  fill  a large  book.  In  this 
article  we  have  simply  told  where  we  have 
spent  our  money.  We  do  not  attempt  to  tell 
how  we  have  constructed  our  advertisements, 
what  we  have  said  in  them,  or  anything  about 
a hundred  and  one  details  of  profitable  adver- 
tising. 

We  can  only  add  that  truth  and  brevity  are 
cardinal  features  of  Monarch  advertisements, 
while  attractiveness  and  convincing  argument 
are  always  sought  after. 

Harrisburg  Boot  and  Shoe  Manu- 
facturing Company 

Harrisburg,  Penn.  Bj'John  F.  Stevenson. 

“How  we  make  advertising  pay  ” can  be 
briefly  told.  Learning  what  the  people  want, 
what  they  are  willing  to  pay,  and  then  pro- 
ceeding along  these  lines  to  manufacture  shoes, 
is  the  foundation  on  which  we  begin  building, 
using  truth  and  honesty  for  material  — potent 
factors,  which  have  contributed  largely  to  our 
success  in  advertising. 

We  do  not  believe  in  alluring  advertise- 
ments, brimful  of  extravagant  promises.  Sen- 
sible people  — and  they  are  the  kind  we  want 
for  customers- — ignore  such  composition  ; con- 
sequently, the  result  is  money  thrown  away. 
Occasionally  a sucker  bites,  but  it  is  better 
sometimes  to  pass  him  by,  else  the  book- 
keeper will  grow  weary  sending  statements  ; 
and  eventually,  the  account  wends  its  way  to 
a collection  agency,  to  be  heard  from  in  the 
words  of  Poe’s  Raven,  “ Nevermore.” 


We  deal  with  the  retailers,  who  as  a rule 
are  business  people  of  keen  intelligence,  and 
therefore,  discriminating  buyers.  The  persua- 
sive advertisement,  tinctured  with  sweetness, 
that  lures  a woman  from  the  family  fireside 
on  a stormy  day,  to  buy  something  she  doesn’t 
need,  simply  because  it  is  said  to  bJ^  cheap, 
has  no  effect  on  this  class.  They  must  be 
addressed  in  a business  way.  Advertising 
matter  must  have  a tone  that  begets  confidence 
by  its  sincerity,  — a tone  which  proves  that 
business  is  meant,  and  that  the  reader  is  going 
to  get  something,  perhaps  better,  but  certainly 
as  good  as  any  one  else  could  give  him  for 
his  money  ; in  any  event,  he  feels  sure  he  runs 
no  risk  in  dealing  with  an  honest  advertiser. 

Our  mediums  are  trade  journals,  catalogues, 
booklets,  personal  letters,  postals,  and  circu- 
lars. For  the  former,  our  advertisements  are 
written  in  a style  that  tends  to  create  interest, 
and  to  secure  a place  in  the  reader's  memory. 
In  response  to  an  inquiry,  we  send  a catalogue 
accompanied  by  a personal  letter,  following 
them  up,  until,  if  possible,  we  make  the  in- 
quirer’s acquaintance,  which  is  likely  to  prove 
profitable.  Booklets  we  use  to  stir  up  trade, 
sending  them  to  prospective  as  well  as  to  old 
customers.  Postals  we  use  for  distinctive 
purposes,  sending  them  out  at  regular  periods, 
callina:  attention  to  the  merits  of  a certain 
shoe.  We  use  circulars  when  we  have  odd 
lots  to  close  out,  and  with  these  we  always 
mail  other  matter. 

John  Heath  & Company 

Biriiiingliam,  England,  Makers  of  Pens,  " Ye  Old 
Court  Hand,”  “The  Pen  of  the  Future.’  By 
John  Heath. 

Advertising  outlay  must  be  regidated  by 
the  possibilities  of  the  article.  One  is  some- 
times amazed  at  the  enormous  sums  spent  on 
advertising  soap,  cocoa,  etc.  ; how  can  it  pay? 
But  then  comes  the  thought,  if  a person  buys 
any  of  these  articles,  it  is  used  up  in  a few 
days,  and  there  is  no  limit  to  extension  : but 


(;i<EAT  SUCCESSES 


173 


in  my  own  (racle,  if  a jicrson  hu3’.s  a box  of 
pens,  they  last  liini  perhaps  twelve  months. 
Yon  ini;fht  deluge  him  with  magazine  adver- 
tisements day  after  day,  hut  if  he  likes  the  pen 
he  has,  he  buys  no  more  till  all  are  gone,  and  if 
the  pen  suits  him  he. seldom  changes.  If  then, 
hv  a judicious  distribution  of  samples  in  the 
ollice  or  stud}',  you  can  show  a man  and  let 
him  actually  try  just  the  pen  to  suit  his  style, 
vou  have  “ got  him  ” for  all  time — hence,  as 
I believe,  the  success  of  my  sampling  plan. 

But  for  all  that,  I quite  admit  that  if  you 
have  to  make  a name,  in  the  earlier  part  of 
your  career  a judicious  outlay  (even  if  money 
is  sunk  for  the  time)  in  magazine  advertising 
is  a necessity,  and  indeed  if  you  do  not  spread 
your  good  by  employing  agents  or  travellers, 
but  depend  upon  orders  by  letters,  it  continues 
to  be  a necessity,  the  outlay  standing  to  the 
advertiser  in  the  same  relation  that  travellers’ 
expenses  and  charges  do  to  myself,  as  I em- 
ploy three  travellers  that  are  always  moving 
about,  besides  a costly  London  agency.  Pos- 
sibly a skilled  advertising  expert  w'ould  regret 
much  of  the  foregoing,  but  it  is  the  truth 
nevertheless. 

I have  done  very  little  newspaper  or  maga- 
zine advertising  for  some  years  past,  finding 
that  my  old  plan  of  sampling  answered  my 
purpose  best.  I send  samples  tbrough  various 
channels  all  over  the  world,  and  these,  coupled 
with  the  utmost  care  as  to  the  quality  of  the 
pens  issued  make  of  each  box  144  good  and 
effectual  advertisements  that  will  soon  produce 
satisfactory  results. 

New  Coates  House 

Kansas  City,  Mo.  By  J.  L.  Coates,  President  and 
Manager. 

The  answers  to  the  question,  “What  is 
successful  publicity  and  good  advertising?” 
will  no  doubt  be  as  varied  as  the  number  of 
pursuits  engaged  in  by  those  giving  their  views. 
I take  it,  successful  publicity  is  the  profitable 
acquiring  of  business  renown,  and  constantly 


maintaining  in  the  minds  of  tlie  peojfie  the 
prestige  one’s  business  enjoys  and  commands. 
Of  course,  one  may  advertise  ill-advisedly  bv 
advertising  to  no  purpose,  and,  therefore,  the 
manner  of  advertisiim  is  the  most  essential 

o 

feature  of  it.  Of  course,  the  time  and  place 
constitute  a very  important  factor;  in  other 
words,  the  right  manner,  the  right  time,  and 
the  right  place  at  the  lowest  possible  expen- 
diture, are  the  essential  points.  These,  of 
course,  vary  with  every  line  of  business. 

A Kansas  City  saloon  man  might  paint  his 
business  advertisement  upon  the  rocks  in  the 
garden  of  the  gods  and  receive  publicity  by 
so  doing,  but  woidd  probably  not  receive 
proper  profit  therefrom,  as  the  manner  and 
place  would  not  be  appropriate  for  the  busi- 
ness. On  the  other  hand  the  Coates  House 
might  erect  a monster  sign-board  upon  a high- 
way out  of  Jerusalem  City,  and  while  it  would 
be  publicity,  it,  also,  would  probably  not  bring 
proper  returns  for  the  outlay.  I,  therefoi'e, 
consider  that  in  the  hotel  business  the  proper 
policy  to  pursue  in  acquiring  successful  pub- 
licity is  the  establishing  and  maintaining  of 
the  highest  possible  grade  of  excellence  in 
all  the  hotel’s  departments,  consistent  with  the 
pretense  and  claims  of  the  hotel  for  excellence. 

The  manner  of  accomplishing  this  in  a 
first-class  and  high  grade  hotel,  in  my  opinion, 
is,  first,  the  establishing  of  the  highest  pos- 
sible and  most  liberal  management  of  the 
hotel  — consistent  with  its  rates — in  providing 
its  guests  with  everything  that  any  first-class 
hotel,  with  an  unexcelled  management,  could 
produce  for  the  benefit  of  its  guests.  This  I 
consider  the  fundamental  principle  of  success- 
ful advertising  on  the  part  of  a first-class 
hotel ; as  in  that  case,  each  and  every  guest 
who  takes  his  departure  in  satisfaction  at  the 
treatment  he  has  received  at  its  hands,  will 
necessarily  prove  a most  valuable  medium  of 
successful  publicity  on  behalf  of  the  hotel. 

In  addition  to  this,  certainly  the  next  essen- 
tial and  possibly  the  only  other  necessary 
one,  is  the  maintaining  in  the  minds  of  the 


174 


FOWLER’S  PUBLICITY 


traveling  public  who  may  not  have  as  yet 
been  patrons,  the  fact  of  the  existence  and  lo- 
cation of  the  hotel.  This  might  be  done,  for 
instance,  by  the  maintaining  of  huge  sign- 
boards or  cards  covering  all  the  principal  rail- 
roads leading  into  the  city ; and  a properly 
depicted  sign  upon  the  Bartholdi  statue,  the 
Rocks  of  Gibraltar,  or  upon  a street  corner  at 
Madison  Square  and  Broadway  would  help, 
and  w'ould  also  be  successful  advertising  ; al- 
though there  would,  of  course,  be  a question 
of  value,  even  if  permission  could  be  obtained, 
for  it  is  indeed  often  difficult  to  know  just  what 
returns  are  brought  by  advertisements  of  this 
kind,  or  in  fact  of  all  kinds,  as  it  is  impossible, 
as  a rule,  to  figure  out  the  exact  returns  which 
come  from  any  advertisement. 

In  conclusion  I would  say  that  successful 
publicity  in  the  hotel  business  is  the  acquiring 
of  a wide-spread  and  enviable  reputation  for 
excellence  and  liberal  management  in  a man- 
ner outlined  in  my  statements  above. 

Lehigh  Valley  Railroad 

Philadelphia,  Penn.  By  Charles  S.  Lee,  General 
Passenger  Agent. 

My  experience  has  been  that  the  true 
method  by  which  to  make  advertising  pay  is 
to  do  what  you  advertise.  The  selection  of 
mediums  through  which  the  attention  of  the 
public  is  to  be  directed  to  what  you  have  is 
largely  a matter  of  opinion,  and  e.xperience 
only  will  demonstrate  the  best  medium  for  use 
in  advertising  any  particular  thing. 

I think,  also,  many  advertisements  say  too 
much.  This  is  unfortunate  and  in  many  in- 
stances spoils  a good  thing.  My  business  life 
has  been  spent  with  railroads  and  I have  made 
it  a rule  to  find  out  first  what  the  public  de- 
sires in  the  way  of  comforts  and  conveniences, 
as  well  as  quick  time  and  good  service  ; ac- 
complish the  objects  desired,  and  then  put  the 
matter  before  the  public  in  as  few  words  as 
possible,  and  the  result  has  always  been  to 
my  entire  satisfaction. 


Bryson,  Graham  & Company 

Ottawa,  Canada.  Dry  Goods  and  Department 
Store.  By  W.  A.  Howard,  Manager. 

I VIEW  my  advertisements  as  but  letters  to 
the  public  and  in  framing  them  I keep  two 
things  in  view. 

First,  attract  attention.  Cuts,  in  my  opin- 
ion, are  the  best  aids  to  this  end.  Catchy 
headlines,  such  as  familiar  phrases,  often 
do  nicely,  and  public  questions  sometimes 
answer,  but  cuts,  when  suitable  and  tasty,  are 
best. 

I 

Second,  interest  the  readers.  Plain  lan- 
guage, telling  qualities,  showing  advantages 
we  possess,  and  proving  superiority,  I think 
best  attain  the  second  object. 

As  confidence  is  the  key-stone  of  commerce, 
I never  make  loud  assertions  that  are  likely 
to  be  construed  into  exaggerations  or  what 
would  be  worse,  falsehoods.  Fakes  of  all 
kinds,  whether  discount,  clearance,  or  what- 
not sales,  I never  advertise,  feeling  confident 
that  sensible  people  know  that  we  sell  goods 
for  gain. 

I consider  the  public  press  the  very  best 
advertising  medium,  and  change  m}"  advertise- 
ments each  day. 

The  front  page,  right  hand,  next  reading, 
is  my  spot.  One  half  double-column  gives 
much  better  chance  for  display  than  a single 
column. 

Programs,  circulars,  and  such  are  to  me 
perfect  frauds,  costing  money,  and  of  no  use. 
We  use  some  plain  and  some  fancy'  cards,  on 
the  days  of  excursions  to  the  city  and  during 
the  fairs.  Last  fair-time,  I used  a box  of 
wax  matches,  with  a clothing  advertisement, 
and  found  it  good. 

Window  dressing  is  second  only  to  the 
press  as  an  advertising  medium,  and  I have 
the  dresser  change  his  windows  to  correspond 
with  the  newspaper  advertisements. 

But  plain  truths,  plainly  told,  and  stood  hy 
when  buvers  call,  is,  to  me,  the  e]iitome  of 
successful  advertising. 


GREAT  SUCCESSES 


175 


R.  H.  WollT  & Company 

New  York,  N.  Y.,  Makers  of  Fine  Steel  and  Steel 

Wire,  “The  Woltl-Americaii  llijjh-Art  Cycle.” 

By  the  Manager. 

Good  advertising  is  tliat  which  attracts  and 
impresses.  It  you  liave  something  of  merit 
and  obtain  for  it  suHicient  publicity  to  secure 
the  attention  of  those  to  wliom  it  might  be  of 
value,  yon  liave  attained  your  object.  These 
principles  have  succeeded  in  our  bicycle  busi- 
ness. 

Resides  building  bicycles  we  conduct  an  ex- 
tensive steel  and  steel  wire  industry.  These 
lines  we  have  followed  for  almost  twenty-five 
years.  When  the  sport  of  cycling  was  in  its 
infancy,  we  supplied  material  for  cycles  to 
makers  of  the  best  machines  then  on  the  mar- 
ket. Consequent^,  when,  four  years  ago, 
we  began  to  make  bicycles  and  sell  them,  we 
did  not  venture  into  an  enterprise  the  details 
of  which  we  were  ignorant.  Our  intimate 
knowledge  of  steel  enabled  us  to  use  the  very 
finest  quality  of  material,  and  our  many  facil- 
ities permitted  us  to  devise  numerous  improve- 
ments on  the  types  of  cycles  then  in  vogue. 

We  have  always  thought  the  Wolff-Ameri- 
can  cycle  superior  to  any  other  line  of  cycles. 
Our  advertising  has  always  been  to  induce 
others  to  think  likewise.  We  disapprove  of 
sensationalism  in  advertising  and  think  it  is 
only  resorted  to  by  those  who  have  no  real  in- 
trinsic worth  in  the  articles  they  wish  to  sell. 
We  regulate  our  advertising  according  to  our 
output  and  confine  our  efforts  chiefiy  to  that 
territory  in  which  we  find  our  goods  the  least 
known.  There  is  no  better  advertiser,  in  our 
estimation,  than  a pleased  customer,  and  every 
rider  of  a Wolff-American  cycle  does  us  an 
immeasurable  amount  of  good  by  constantly 
referring  to  the  many  good  qualities  of  his 
mount.  To  appreciate  what  this  means  one 
must  be  a cyclist.  On  runs  and  tours  the  one 
topic  which  cements  a feeling  of  good  fellow- 
ship for  the  day  is  the  relative  merits  of  the 
wheels  ridden  by  the  participants  in  the  dis- 


cussion. Needless  to  say,  that  wheel  which 
is  most  enfluiisiastically  praised  on  such  occa- 
sions impresses  itself  on  the  minds  of  all  the 
riders  very  forcibly.  Wlien  thinking  of  pur- 
chasing tlieir  ne.xt  season’s  mount  these  im- 
pressions cut  no  small  figure  in  inlluencing  a 
choice. 

Onr  business  in  cycles  has  increased  in  sat- 
isfactoiy  proportions  every  year  since  its  in- 
ception, and  that  this  may  be  ascribed  to  the 
publicity  we  have  received,  there  is  hardly 
an}"  doubt. 

In  advertising  we  believe  in  brevity.  Read- 
ers will  glance  at  a brief  advertisement  saying 
little  but  meaning  much,  when  they  will  over- 
look a crowded  announcement  that  requires 
time  to  peruse.  The  average  person  has  little 
enough  time  to  devote  to  scanning  the  news 
columns  and  utterly  ignores  the  average  ad- 
vertisement. 

Our  advertising  is  confined  chiefly  to  pub- 
lications— magazines,  weekly  cycle  papers, 
daily  papers.  This  year  we  shall  also  do  a 
small  amount  of  poster  work,  but  rather  ex- 
pect to  obtain  the  best  results  from  the  press. 
Our  text  is  invariably  : The  Wolff-American 
is  as  good  a cycle  as  w"e  know  how  to  build 
and  we  think  we  do  know  how  to  build  a good 
cycle.  The  intelligent  majority  of  the  com- 
munity is  always  open  to  conviction. 

Florida  East  Coast  Hotel  System 

Comprising  “Ponce  De  Leon,”  “Alcazar,”  “Cor- 
dova,” St.  Augustine;  “Ormond,”  Ormond; 
“Royal  Poinciana,”  Palm  Beach;  “Palm 
Beach  Inn-by-the-Sea,”  “ Royal  Palm,”  Miami. 
By  C.  B.  Knott,  General  Superintendent. 

The  advertising  of  a hotel  is  not  materially 
different  from  the  advertising  of  any  other 
business.  Anywhere  a well-pleased  customer 
or  patron  is  one’s  best  advertising  medium. 

A hotel  man  should  keep  a good  house  first 
— give  his  best  attention  to  that  — and  then 
furnish  his  guests  with  plenty  of  interesting 
points  and  surroundings,  always  finding  new 


176 


FOWLER’S  PUBLICITY 


features  and  making  tliem  of  interest  by  pic- 
tures and  short  explanatory  reading  notices. 

We  have  not  been  extensive  newspaper  ad- 
vertisers, but  we  have  been  very  extensive 
publishers  of  pictorial  circulars,  in  which  we 
have  made  a point  of  always  giving  people 
something  new  in  every  new  issue,  until  we 
have  reached  a picture  book  of  forty  pages, 
eighty  half  pages,  and  fifty-nine  fine  half- 
tones. These  are  to  be  found  in  all  the  prin- 
cipal folder  racks,  and  with  all  ticket  agents 
in  the  country  that  have  any  connection  at  all 
with  south  bound  tourist  travel. 

This  folder  or  pamphlet  is  made  to  fold  the 
size  of  a railroad  time  table,  which  we  find 
the  most  convenient  form,  and  the  most  eco- 
nomical as  there  is  everywhere  a place  for  it. 

We  keep  a correct  record  of  all  our  patrons 
and  supply  each  with  whatever  new  literature 
we  issue.  In  other  words,  we  trv  to  prevent 
patrons  forgetting  us. 

Select  and  study  that  method  of  advertising 
which  will  make  those  wdio  have  never  seen 
the  place  wish  to  see  it,  and  those  who  have 
seen  it  recall  pleasantly  as  much  of  it  as  pos- 
sible and  realize  how  much  more  enticing  it 
becomes  season  after  season,  and  you  will 
never  want  for  patrons. 

Mayor,  Lane  & Company 

New  York,  N.  Y.,  Manufacturing  Plumbers,  Bath 
Apparatus.  By  Victor  A.  Harder,  Treasurer. 

As  every  one  knows,  to  keep  abreast  of  the 
times  one  must  advertise  in  seeking  business  ; 
for,  in  so  large  a country  as  ours,  business 
wall  not  come  unsought.  But  how?  The 
company  of  which  I am  the  president  en- 
deavored to  make  a study  of  human  nature, 
and  finally  decided  to  adopt  the  plan  of  get- 
ting at  human  nature  in  its  moments  of  leisure 

o 

as  well  as  good  humor  — to  advertise  in  mag- 
azines, weekly  papers,  and  various  periodicals. 

Our  usual  method  is  to  be  particular  in  get- 
ting up  an  attractive  notice  — generally  with 
some  illustration  to  catch  the  passing  glance. 


and  with  wording  such  as  to  stimulate  popular 
curiosity.  We  ask  the  reader  to  send  for 
illustrated  circular,  free  of  char<re. 

Upon  receipt  of  a letter  of  application  (and 
there  are  many  such  when  the  cost  is  noth- 
ing), we  send  the  writer  an  illustrated  circular 
and  a carefully  worded  letter,  sometimes  fol- 
lowed by  a second  letter,  further  explaining 
the  benefits  of  the  article  advertised.  Polite- 
ness pays.  The  result,  in  many  cases,  is  an 
order  by  return  mail. 

Politeness  pays,  yes ; but  politeness  pre- 
supposes an  object  as  w^ell  as  a subject,  and 
had  we  not  advertised  in  the  first  place  we 
should  have  had  no  object  toward  whom  to 
exercise  politeness,  and  no  customer  for  whom 
to  execute  an  order. 

Oehm’s  Acme  Hall 

Baltimore,  JId.,  Clothing.  By  Conard  C.  Dillon, 
Manager. 

Cities  and  communities  differ  just  as  much 
as  individuals  do,  and  must  be  handled  with 
like  care  and  discrimination.  Universal  pan- 
aceas are  no  longer  advocated,  and  no  hard 
and  fast  rule  for  advertising  can  be  set  down. 

Baltimore  is  considered  by  those  W'ho  claim 
to  know,  a very  difiicidt  city  to  move  bv  ad- 
vertising : Rogers,  Peet  & Co.,  Mabley  & 
Carew,  and  others,  by  abandoning  this  field, 
demonstrate  the  fact  more  forcibly  than  words 
can. 

To  tell  you  at  length  how  Oehm  & Co. 
succeed,  w'ould  take  up  too  much  of  vour 
space.  I may  say  brieily  that  absolute  truth 
in  all  public  statements  is  the  first,  last,  and 
all-the-time  consideration.  Then  again,  we 
are  very  large  manufacturers,  liaving  on  our 
pay  roll  at  date  of  w'ritiiig,  526  employees. 
We  are,  therefore,  able  to  manufacture  at 
lowest  price,  know  exactly  what  we  offer,  and 
can  at  any  time  give  real  bargains  without 
actual  loss.  Finally,  successful  publicity  for 
us  means  truth  telling  in  its  strictest  form,  and 
giving  the  public  good  value.  If  we  have  at 


GREAT  SUCCESSES 


177 


anv  time  found  it  dinicult,  it  is  because  the 
public  coulideuce  has  been  so  often  shaken 
bv  the  various  linns  that  have  endeavored  to 
introduce  new  methods  of  alleged  truth  telling 
that  abound  in  prevarication  and  ambiguity. 

I advocate  the  conversational  type  of  ad- 
vertisement, and  the  use  of  clear  cut  illustra- 
tions, refined,  and  to  the  point.  I see  to  it 
that  the  windows  always  contain  some  sample 
of  the  goods  advertised  that  day,  and  that  the 
departments  have  suflicient  stock  to  meet  all 
likely  demands.  I examine  the  articles  I ad- 
vertise before  attempting  description. 

The  department  managers  are  asked  to  put 
their  views  in  writing,  and  have  to  report  re- 
sults, using  the  prepared  forms. 

The  business,  at  time  of  writing,  is  larger 
than  it  ever  was,  and  the  future  outlook 
brijiht. 

Mabley  & Company 

Detroit,  Mich.,  Clothing,  Tailoring,  Hats,  Shoes. 

By  Donald  J.  McDonald,  Manager. 

For  the  last  quarter  of  a century  the  house 
with  which  I have  been  identified  has  prob- 
ably been  the  heaviest  advertiser  of  all  the 
retail  establishments  in  Michigan.  Probably 
a great  majority  of  the  good  people  of  the 
Wolverine  State  credit  its  success  largely  to 
advertising.  I can  say  this  without  egotism, 
because  the  house  was  firmly  planted  in  pros- 
perity and  many  of  its  most  successful  meth- 
ods for  securing  publicity  were  developed  be- 
fore the  writer  took  charge  of  this  branch  of 
the  company’s  business. 

From  time  to  time  employees  branched  out 
for  themselves.  They  all  pursued  the  same 
policy,  or  method  of  advertising,  as  the  parent 
house,  and  all  have  been  conspicuous  in  their 
respective  fields,  both  for  their  advertising 
and  their  success.  Hence  it  may  be  fair  to 
assume  that  a brief  summary  of  the  methods 
that  won  both  fame  and  fortune  for  these 
houses  may  serve  as  a practical  guide  for 
merchants  seeking  enlightenment  on  the  sub- 


ject of  advertising.  The  business  man  has 
been  Hooded  — especially  of  late  — with  in- 
numerable theories  on  tliis  subject.  What  he 
wants  is  practical  knowledge  — facts,  experi- 
ences of  others,  — something  tangible  that 
will  serve  as  definite  plans  and  specifications 
for  the  business  structure  he  is  striving  to 
build. 

In  securing  a location  in  Detroit  it  was 
found  necessary  to  purchase  what  woidd  now 
be  considered  a small  stock  of  clothing.  On 
the  opening  day  a portion  of  this  stock  was 
loaded  on  to  trucks,  and  preceded  by  a brass 
band  and  suitable  banners,  a parade  was  made 
through  the  principal  streets  of  the  city,  busy 
clerks  in  the  meantime  throwing  coats,  vests, 
and  pants  to  the  crowds  that  lined  their  way. 

This  was  supplemented  by  a like  distribu- 
tion from  the  top  of  the  store  building  and 
was  the  forerunner  of  many  other  like  sensa- 
tional bids  for  notoriety,  prominent  among 
which  were  free  band  concerts  from  front  of 
store  and  in  public  parks  ; pumpkin  pie  eat- 
ing contests  ; guessing  schemes  galore  ; pay- 
ing the  railroad  or  steamboat  fares  of  country 
customers  coming  to  the  city,  and  furnishing 
excursion  tickets  to  city  customers  going  out 
of  town  ; giving  stereopticon  shows  ; erecting 
mammoth  and  unique  signs  and  electrical 
effects  on  the  front  of  the  stores ; novel  per- 
formances and  elaborate  tableaux  in  the  show 
windows,  etc.  These  were  some  of  the  more 
conspicuous  methods  employed  to  create  talk 
— “chestnuts”  now,  but  strong  cards  when 
they  were  sprung.  They  made  the  name  of 
the  firm  known  to  every  man,  woman,  and 
child  within  a reasonable  trading  radius  of 
Detroit  in  a very  short  space  of  time  and 
paved  the  way  for  the  subsequent  cultivation 
of  the  field  in  a more  careful  and  direct  way. 

But  now,  Mabley  & Company,  established 
for  more  than  a quarter  of  a century,  have 
not  the  same  necessity  for  making  prominent 
the  firm  name  that  a new  concern  would  have  ; 
in  fact,  general  advertising  • — ■ schemes  calcu- 
lated to  extend  the  name  and  fame  of  the 


178 


FOWLER’S  PUBLICITY 


house  — do  not  appeal  to  us  with  the  same 
force  and  imperativeness  tliat  tliey  would  or 
should  to  a new  or  younger  firm.  We  do  not 
require  them  ; smaller,  experimental  establish- 
ments must  make  use  of  them.  Hence  while 
others  devote  part  of  their  time  and  expendi- 
ture to  general  advertising  — making  known 
their  name  and  the  character  of  their  house, 
— we  confine  our  attention  to  emphasizing 
the  merits  of  special  assortments,  lines  or 
articles  of  merchandise,  leaving  the  rapid 
repetition  of  the  name  in  such  announce- 
ments to  accomplish  all  that  general  advertis- 
ing would  do. 

Special  sales  or  bargains  are  in  strong 
favor  with  us;  some  might  say  “they  are 
our  hobby.”  We  believe  in  singling  out  some 
particular  department,  line  or  item,  and  as  its 
importance  warrants,  work  it  for  a month,  a 
week,  or  a day.  As  a rule  our  special  sales 
are  restricted  to  a week  ora  day.  We  seldom 
find  it  profitable  to  extend  a sale  beyond  the 
first  mentioned  period  unless  it  involves  the 
entire  stock  of  one  or  more  departments. 

We  frequently  find  it  profitable  to  sell  one 
particular  lot  or  article  of  a department  at 
cost,  or  even  at  less  than  cost,  because  in  so 
doing  we  not  alone  dispose  of  “ jobs  ” bought 
at  a price,  or  lots  that  have  been  slow  sellers, 
but  we  at  the  same  time  bring  customers  to 
the  store  for  merchandise  that  is  on  sale  in 
the  same  or  adjoining  departments  at  a fair 
average  profit.  Then,  again,  a customer 
who  has  taken  advantage  of  one  of  our  special 
sales  and  found  that  the  suit  of  clothes,  the 
pair  of  shoes,  or  the  hat  we  sold  him  at  10  per 
cent,  or  12%  per  cent,  off  regular  prices,  has 
given  him  better  service  than  he  ever  secured 
before  for  the  same  money,  is  very  apt,  when 
he  wants  something  in  one  of  our  other  lines, 
to  favor  us  with  his  patronage.  Thus  while 
our  special  sales  create  trade  in  tlie  channels 
we  most  desire  to  direct  to  it,  they  bring  cus- 
tomers to  other  branches  of  our  business  and 
bring  about  a vast  amount  of  word-of-moutli 
advertising  which  all  experts  will  concede  is 


the  most  valuable  advertising  a dealer  can 
secure.  Every  business  man,  I believe,  will 
acknowledge  that  if  by  sacrificing  the  profit 
on  one  line  he  can  provoke  an  active  trade  in 
a dozen  others,  he  will  be  successful  and  that 
such  a policy  of  business  and  advertising  is 
the  one  to  pursue.  In  making  known  the  ad- 
vantages we  have  to  offer  the  buying  public 
we  make  use  of  the  daily  newspapers  almost 
altogether.  A few  long  established  religious 
publications  and  Sunday  weeklies  are  the  ex- 
ceptions. 

Special  editions,  programmes,  hotel  regis- 
ters, albums,  guides,  and  kindred  schemes, 
we  invariably  “ turn  down.”  Bill  posting  we 
indulge  in  to  a limited  extent,  and  to  a moder- 
ate degree  we  make  use  of  sign  work  on  walls 
and  fences  located  on  main  thoroughfares  en- 
tering the  city,  it  being  our  aim  to  secure  one 
big,  prominent  location  rather  than  a dozen 
of  less  conspicuousness. 

In  our  newspaper  advertising  we  prefer  to 
pay  a premium  price  and  secure  the  best 
position  attainable  rather  than  take  the  run  of 
the  paper.  The  upper  right-hand  corner, 
outside,  is  the  rule  with  us.  Special  effort  is 
made,  by  the  use  of  cuts  and  special  job  room 
type,  to  have  our  announcements  unlike  any 
others  that  may  appear,  and  no  advertisement 
is  allowed  to  run  the  second  time. 

In  former  ^mars  we  indulged  iu  the  gift 
business  quite  extensively,  giving  articles  not 
only  to  customers  but  to  all  applicants  promis- 
cuously. The  value  of  these,  owing  to  the 
large  quantity  disposed  of,  was  necessarily 
restricted.  Experience  has  taught  us  that  it 
is  better  to  give  away  something  of  value  and 
restrict  the  output.  There’s  no  trouble  in  giv- 
ing away  an  unlimited  amount  of  stuff — ’tis 
human  nature  to  want  something  for  nothing 
— but  the  point  for  the  merchant  to  consider 
is  : will  the  giving  away  of  this  article  bring 
me  sufiicient  trade  that  I otherwise  would  not 
secure,  to  warrant  the  expenditure.  Our  list 
of  gifts  is  now  practically  restricted  to  base- 
hall  outfits,  sleds  and  skates  for  the  boys  in 


GRE.Vr  SUCCESSES 


179 


season,  dinner  pails  for  the  workingmen, 
vest-pocket  inemorandnm  hooks  for  clerks 
and  laborers,  and  pay  envelopes  for  the  use 
of  manufacturers.  This  last  item  we  consider 
specially  valuable  as  these  envelopes,  hearing 
our  advertisements,  reach  the  mechanic  and 
the  laborer  at  the  very  time  he  has  money  in 
hand  and  at  the  time  he  is  most  likely  to  con- 
template making  a purchase  for  himself  or 
family. 

Contributions  to  churches,  societies,  local 
organizations,  charity,  etc.,  we  divorce  en- 
tirely from  our  advertising  by  charging  it 
direct  to  “donation  account,”  and  having  the 
recipient  distinctly  understand  it.  Advertis- 
intr  with  us  is  considered  strictly  on  a business 
basis,  and  on  that  basis  the  great  majority  of 
church  and  club  prizes,  tickets,  etc.,  cannot 
come  in. 

It  is  scarcely  necessary  to  add  that  what  we 
advertised  in  the  newspapers  we  always  had 
in  the  store,  and  strictly  as  specified  in  every 
respect. 

Packard’s  Business  College 

New  York,  N.  Y.  By  S.  S.  Packard,  Principal. 

Many  years  ago  Mr.  Robert  Bonner  made 
a statement  that  struck  me  very  forcibly,  and 
that  has  often  recurred  to  me.  As  to  its 
soundness,  I had  my  doubts  at  the  time,  and 
in  some  sense  question  it  now.  It  was  to  the 
effect  that  nobody  really  knows  how  to  ad- 
vertise, and  that  the  most  acute  and  expe- 
rienced advertisers  are  always  experimenting 
and  are  never  able  to  forecast  with  any  cer- 
tainty the  result  of  any  particular  effort.  When 
this  statement  was  made,  Mr.  Bonner  was 
facile  princefs^  the  great  American  advertiser, 
so  acknowledged  and  so  self-recognized,  and 
the  New  York  Ledger  stood  before  the  world 
as  the  best  product  of  judicious  advertising. 
Mr.  Bonner  had  two  leading  ideas,  one  to 
attract  immediate  attention  through  novel  and 
taking  methods  ; and  the  other  to  meet  the 
expectation  he  excited,  fairly  and  squarely. 


Of  course  these  are  axioms  that  anybody  can 
repeat,  and  everybody  must  acknowledge  as 
conservative  and  sound  ; but  how  to  excite  ex- 
pectations, and  how  to  meet  them,  is  a more 
dilllcult  matter  and  one  of  prime  importance 
and  it  is  the  possible  failure  to  do  this,  even 
with  the  best  intentions,  that  caused  Mr.  Bon- 
ner to  express  the  sentiment  I have  referred  to. 

You  ask  me  to  “ simply  tell  in  your  (my) 
own  clear,  business-like  way  ” how  I make 
advertising  pay,  and  what  I consider  good 
advertising,  and  to  do  it  in  from  200  to  800 
words. 

First,  I am  not  at  all  sure  that  I ever  made 
“ advertising  pay,”  and  second,  I am  sure  as 
to  what  I consider  “ good  advertising.” 

You  will  permit  me,  of  course,  to  speak 
from  my  own  point  of  view,  and  so  I shall 
not  attempt  to  sell  “ Pearline  ” or  “ Sozodont,” 
or  even  to  run  “ the  biggest  store  on  earth.” 
I shall  simply  advertise  a school,  and  do  it 
here  and  now. 

The  school  I advertise  is  wholly  a private 
affair,  established  and  maintained  as  a busi- 
ness. I don’t  always  state  that  fact  in  my 
advertisements.  I rather  carry  the  idea  that 
its  main  purpose  and  impulse  is  to  benefit  the 
community,  and  that  making  money  out  of  it 
is  quite  a secondary  thought,  and  sometimes, 
in  my  sentimental  moods,  I bring  myself  to  be- 
lieve this  ; and  then  I wrap  myself  in  a mantle 
of  self-abnegation,  and  pose  as  a philanthro- 
pist. And  let  me  tell  you,  whether  you  be- 
lieve it  or  not,  the  more  I can  force  myself 
into  this  attitude,  the  better  I make  my  school, 
and  the  nearer  I come  to  meeting  the  demands 
of  self-inflation. 

I have  two  ways  of  advertising,  which  I 
will  call  the  direct  and  the  indirect,  both 
“ good”  according  to  my  point  of  view.  The 
direct  I accomplish  by  means  of  circulars  and 
new'spaper  advertisements.  My  circulars  are 
as  naked,  positive,  and  direct  as  I can  make 
them.  I have  sometimes  descended  to  attrac- 
tive pictures  and  sensational  type,  but  usually 
prefer  a small,  plain,  clearly  printed,  and  well 


78o 


FOWLER’S  PUBLICITY 


arranged  hand-book  of  convenient  size  to 
handle,  and  to  contain  not  over  thirty  pages 
of  reading  matter.  As  I desire  those  who  get 
it  to  read  it  through,  I simply  put  in  what  I 
think  they  wish  to  know,  and  what  I am  sure 
I want  them  to  know. 

As  to  my  newspaper  advertising,  it  is  pe- 
culiar, or  rather,  I am  peculiar.  In  the  first 
place,  I never  procure  nor  desire  “ reading 
notices,”  and  as  to  “ write-ups”  — I abominate 
them.  In  my  opinion  they  are  not  only  degrad- 
ing to  journalism,  but  are  a positive  injury  to 
the  written  up.  (Remember  I am  not  selling 
soap,  nor  running  a dry  goods  business.) 

If  I am  to  be  written  up,  I prefer  to  do  it 
myself,  and  pay  for  it,  and  have  it  put  where 
it  belongs,  in  the  advertising  columns.  This 
is  at  once  more  dignified,  and,  as  I believe, 
more  effective,  and  whether  you  believe  it  or 
not,  I wouldn’t  give  a chipped  penny  for  any 
kind  of  a puff  which  has  in  it  the  llavor  of 
favoritism,  superinduced  by  a paid  advertise- 
ment in  another  column.  I think  nothing 
provokes  me  more  than  to  read  a pretended 
editorial  “ opinion,”  and  to  discover  afterwards 
that  it  was  paid  for ; and  I judge  other  people 
by  myself. 

As  to  indirect  advertising,  who  shall  point 
out  the  infinite  methods?  The  main  thing  is 
to  induce  other  people  to  think  about  you  and 
talk  about  you.  If  it  be  a school  you  are  ad- 
vertising, so  satisfy  every  pupil,  so  fill  him 
with  enthusiasm  for  his  teachers  and  particu- 
larly for  his  own  progress,  that  he  cannot 
keep  quiet.  Always  have  something  new 
and  fresh  going  on.  Never  get  into  a rut. 
Encourage  the  active  boys  to  do  things  in  the 
name  and  under  the  patronage  of  the  school, 
such  as  promoting  clubs  of  various  kinds,  both 
for  athletic  contests,  and  for  intellectual  im- 
provement. Have  frequent  public  occasions 
to  which  the  newspapers  are  invited,  and  then 
be  sure  that  something  happens  worth  re- 
porting. Keep  the  name  of  the  school  con- 
stantly before  the  public,  in  such  a way  as 
will  make  the  boys  proud  of  it.  See  that 


when  they  speak  of  their  school  everybody 
will  say,  “ Oh,  yes,  I know.” 

Finally,  do  enough  advertising  in  the  regu- 
lar columns  of  the  daily  papers  to  entitle  you  to 
consideration  when  you  have  anything  to  offer 
worthy  of  note  ; for  however  much  the  edito- 
rial columns  are  “ divorced  from  the  counting 
room,”  you  find  that  you  have  a little  better 
standing  in  the  editorial  rooms  if  you  have  not 
forgotten  the  courtesy  you  ow'e,  as  a business 
man,  to  business  enterprises. 

William  Hengerer  Company 

Buffalo,  N.  Y.,  Dr)’  Goods  and  Carpets.  By  Edwin 
Rose. 

Mv  experience  with  advertising  has  been 
largely  connected  with  newspapers,  and  the 
fact  that  I believe  more  and  more  in  advertis- 
ing proves  that  results  have  been  satisfactory. 
Shoppers  expect  to  be  told  nowadays  what 
to  look  for,  and  well  written  store  news  has 
come  to  be  of  direct  interest  to  more  people 
than  almost  anything  else  the  newspapers 
print. 

In  addition  to  “ Well-Written”  I should  say 
“Well-Illustrated.”  Where  things  are  quick 
with  life  as  they  are  now,  many  people  are 
apt  to  judge  largely  by  impressions,  and  for 
that  reason  advertising  should  be  made  par- 
ticularly attractive.  In  no  way  can  one  re- 
lieve the  monotony  so  effectively  and  catch  the 
eye  as  quickly  as  through  illustrations. 

My  opinion  is  that  the  next  few  years  will 
see  a complete  revolution  in  the  illustrative 
feature  of  advertising,  and  that  the  very  best 
artists,  designers,  and  cartoonists  will  be  none 
too  <iood  for  the  class  of  work  that  will  he  in 
demand.  Attractive  prices  are  a necessary 
part  of  successful  advertising  — not  too  main', 
hut  such  clean-cut,  delinite  statements  as  give 
an  intelligent  chance  for  comparison.  Special 
buying  chances  come  to  the  surface  every  day, 
and  I always  make  it  a point  to  tell  of  them. 
My  biggest  success  has  come  along  that  line 
— holding  up  a few  special  prices  every  day 


GRl^AT  SUCCESSES 


for  shoppers  to  look  at,  and  always  telling  the 
truth  about  everything  we  have  to  sell. 

A wide-awake  business  is  new  every  day 
and  that’s  the  keynote  of  “ Keeping  everlast- 
ingly  at  it.”  In  no  other  way  can  one  reach 
the  public  as  quick  as  through  the  daily  papers 
and  from  no  other  similar  investment  are  re- 
turns as  satisfactory.  As  a matter  of  fact  a 
store  seldom  gets  big  and  stavs  big  without  a 
liberal  use  of  printer’s  ink.  The  enthusiasm 
is  in  talking  to  a hundred  thousand  people 
every  day  instead  of  depending  on  a merely 
local  constituency. 

That  advertising  does  pay  is  a foregone 
conclusion,  and  the  sum  total  of  my  experi- 
ence is  that  intelligent  newspaper  advertising 
pays  best. 

Beeman  Chemical  Company 

Cleveland,  Ohio.  By  E.  E.  Beeman,  President. 

As  a matter  of  fact  we  do  not  believe  that 
any  business,  especially  one  that  seeks  to 
secure  general  recognition  throughout  the 
country,  can  ever  succeed  except  by  a large 
outlay  of  money  through  the  medium  of  ad- 
vertising. This  has  been  amply  demonstrated 
by  the  great  advertisers  of  the  past  and  pres- 
ent, and  no  one  can  err  in  so  doing  provided 
the  article  to  be  so  brought  to  the  notice  of  the 
general  public  possesses  general  utility  and 
value.  How  to  advertise  is  yet  an  unsolved 
problem  in  many  respects,  and  even  the  best 
known  and  most  successful  advertisers  abso- 
lutely throw  away  thousands  of  dollars  on 
poor  methods,  without  being  aware  of  the 
fact. 

We  believe  the  interest  of  a new  article 
seeking  public  favor  and  general  use  is  best 
subserved  by  magazine  and  newspaper  dis- 
play. We  do  not  believe  in  “plunging”  — 
that  is,  in  taking  pages  in  a periodical  when  a 
four  to  six  inch  space  will  answer  nearly  as 
well.  Space  in  papers  and  magazines  of  the 
greatest  circulation  amply  pays  for  the  differ- 
ence in  price  per  line.  We  have  never  gone 


i8i 

into  newspapers,  however,  having  conllned 
ourselves  to  high  priced  magazines  and  jieri- 
odicals ; we  are  not,  therefore,  in  a position  to 
form  an  estimate  of  the  value  of  the  former. 
A growing  objection  to  many  popular  maga- 
zines is  the  mass  of  advertisements  they  are 
now  carrying,  small  advertisements  thereby 
being  often  overlooked  by  the  readers.  Nov- 
elties, as  a rule,  cost  more  than  they  bring 
back.  A well  devised  trade-mark  should 
never  be  neglected,  but  adhered  to  in  every 
advertisement.  No  matter  how  frequently  the 
wording  of  an  advertisement  is  changed,  we 
never,  under  any  circumstances,  ignore  the 
trade-mark.  The  public  becomes  familiar 
with  it,  and  in  this  day  of  imitators  it  insures 
the  sale  of  the  article  advertised,  and  prevents 
the  substitution  of  the  inferior  goods  of  un- 
principled manufacturers. 

The  free  use  of  bill-boards,  to  our  mind,  is 
one  of  the  best  methods  of  good  advertising, 
and  we  have  an  abiding  faith  in  them  where 
hrst-class  lithographs  are  displayed. 

We  are  believers  in  condensed  reading 
matter.  Many  a good  thing  fails  to  succeed  on 
account  of  the  advertisers’  desire  to  crow'd  too 
much  in  a small  space.  We  believe  in  using 
the  fewest  words  possible  and  in  the  plainest 
type ; fancy  lettering  simply  makes  puzzles 
which  the  public  will  not  stop  to  solve. 

Summing  up,  we  feel  sure  that  the  man 
who  hopes  to  succeed  without  advertising  to 
the  full  extent  of  his  requirements,  subjects 
himself  to  the  possibility  of  disappointment. 

Denver  & Rio  Grande  Railroad 

Denver,  Col.  By  S.  K.  Hooper,  General  Passen- 
ger and  Ticket  Agent. 

In  my  capacity  as  a general  passenger 
agent,  I have  been  endeavoring  for  the  past 
thirty  years  to  satisfy  myself  as  to  what  con- 
stitutes successful  publicity ; but  while  I have 
done  a great  amount  of  advertising  in  that 
time,  I do  not  consider  that  I have  yet  fully 
solved  the  problem.  In  fact,  with  all  my 


i82 


FOWLER'S  PUBLICITY 


experience,  I consider  myself  but  little  more 
than  a novice,  though  I presume  I have  prob- 
ably been  as  successful  as  the  average  ad- 
vertiser. 

I believe  that  every  person  who  spends 
money  in  advertising  should  so  spend  it  that 
he  will  receive  returns  for  the  money  ex- 
pended ; or,  in  other  words,  have  some  assur- 
ance that  the  advertising  matter  will  fall  into 
proper  hands.  When  you  find  that  the  public 
takes  to  any  particular  feature,  press  it,  no 
matter  how  much  you  like  or  dislike  it,  how 
expensive  or  how  cheap  it  is ; it  is  good 
advertisintr.  I have  found  it  best  to  confine 

o 

the  advertising  of  the  Denver  & Rio  Grande 
Railroad  almost  entirely  to  descriptive  books, 
pamphlets,  and  photographic  views,  endeavor- 
ing to  make  the  printed  matter  neat,  attractive 
and  profuse  with  illustrations,  and  in  every 
instance  avoiding  exacr^jerations  and  extrava- 
gance.  I believe  that  a large  circulation  of 
books  of  this  character  is  of  greater  advan- 
tage than  a smaller  circulation  of  extrava- 
gantly printed  publications.  To  secure  this 
circulation  and  get  the  returns  to  which  I 
refer,  I call  the  attention  of  the  public,  by 
means  of  cheap  local  notices  in  magazines 
and  newspapers,  to  the  fact  that  we  furnish 
such  books  and  pamphlets  free  upon  applica- 
tion. The  result  is  that  our  mail  applications 
are  veiy  numerous  and  w'e  are  enabled  to 
place  such  matter  with  people  who  are  suffi- 
ciently interested  to  make  requests,  which  is 
an  assurance  that  the  advertising  has  at  least 
fallen  into  desirable  hands  and  enables  us  to 
judge,  to  a certain  extent,  whether  or  not  it  is 
appreciated  by  the  public. 

I issue  in  this  way  ten  different  publications, 
aggregating  about  350,000  copies  per  annum. 
Of  this  number  about  200,000  are  sent  upon 
postal  application,  the  remaining  150,000  be- 
ing distributed  by  our  agents.  As  soon  as 
the  demand  for  one  of  these  publications 
diminishes  to  any  considerable  extent,  I dis- 
continue it  and  experiment  with  a new  one. 
Some  of  these  experimental  publications  have 


met  with  little  or  no  demand  and  have  been 
discontinued  after  the  first  edition,  while  I 
have  been  compelled  to  run  several  of  the 
older  ones  through  many  editions,  aggregat- 
ing for  each  book  nearly  a half  million  copies. 

These  books  are  generally  preserved  and 
read  by  a large  number  of  people.  I con- 
sider this  the  safest,  best,  and  most  practical 
method  of  advertising  for  the  Denv^er  & Rio 
Grande,  although  perhaps  the  same  method 
would  not  apply  to  a railroad  not  possessing 
similar  scenic  attractions  requiring  such  minute 
description. 

Photographs  and  attractive  pictures  of  any 
kind  that  can  find  places  on  the  walls  of 
hotels,  offiices  and  other  places  of  business, 
constitute,  in  my  opinion,  the  second  best 
method  of  advertising,  provided,  however, 
they  are  not  so  marred  with  advertising  as 
to  make  their  purpose  too  evident. 

I have  lonff  since  discontinued  the  fjeneral 
use  of  fliers,  half-sheet  cards,  posters,  and 
fence  advertising,  for  the  reason  that  there  is 
no  possible  way  to  determine  whether  or  not 
there  is  any  direct  return  from  it.  However, 
for  specific  purposes,  such  as  advertising  local 
excursions  or  low  rates  for  any  special  occa- 
sion of  which  the  public  is  already  advised  in 
a general  way,  I think  lliers,  posters,  and  win- 
dow cards  are  probably  a good  method  of  at- 
tracting attention.  I have  not  found,  however, 
that  this  method  of  advertising  has  been  the 
source  of  much  benefit  for  regular  business. 

I do  not  attach  much  importance  to  the 
value  of  the  stereotyped  disphy  advertisement 
in  newspapers  for  railroad  work,  but  I am 
convinced  from  personal  experience  that 
“ local  notices  ” in  the  daily  press  are  one 
of  the  best  possible  means  of  reaching  the 
public. 

I have  never  been  able  to  satisfy  myself 
that  what  are  usually  termed  “ novelties  ” in 
the  advertising  line  are  a success,  beyond, 
perhaps,  keeping  before  the  public  the  name 
of  the  railroad  or  the  article  advertised.  Of 
course  there  are  exceptions  to  this  rule,  but  I 


(;i<KAT  SUCCESSES 


183 


do  not  believe  lluit  advertising  with  “ novel- 
ties” -justilies  the  exjuMise  in  one  case  out  of 
ten . 

Above  everything  else,  I believe  that  ab- 
solute truthfulness  in  advertising  pays.  It  is 
said  that  the  American  people  like  to  he  hum- 
hugged,  hut  I doubt  this  very  much  as  apjdied 
to  the  misrepresentation  of  anything  in  an  ad- 
vertisement. I believe  it  is  a mistake,  in  rail- 
road advertising,  to  draw  a straight  line  from 
point  to  point  and  call  it  a map.  I think  that 
in  showing  the  line  of  a railroad  between  any 
two  points  it  should  he  drawn  as  accurately  as 
possible,  to  make  the  map  of  value,  and  the 
same  rule  will  apply  to  accuracy  in  advertis- 
ing of  every  other  character. 

If  I were  asked  to  express  in  the  fewest 
words  inv  opinion  as  to  advertising,  I should 
say : 

Be  original  always, — or  as  nearly  so  as 
possible. 

If  you  do  follow  the  same  line  as  others, 
make  3mur  advertising  the  best,  or  it  will  find 
its  wa\^  to  the  waste  basket. 

Illustrate  advertising  matter  wherever  pos- 
sible. Eveiybody  can  read  pictures  and  there 
is  no  class  that  overlooks  them. 

Rhj’-me  always  attracts  the  e^'e  in  adver- 
tising ; if  it  is  catch}',  everj^body  will  read  it ; 
if  ver}'  catch}',  people  will  preserve  it  and 
show  it  to  their  friends. 

All  advertising  should  be  valuable  for  the 
information  it  contains,  so  that  it  will  not  be 
thrown  aside  when  once  read. 

When  you  have  found  something  that  the 
public  appreciates,  push  it  along  and  push  it 
persistently. 

In  conclusion,  although  I have  experi- 
mented with  almost  every  method  known  to 
the  advertising  art,  I am  still  undecided  as  to 
what  is  really  the  best.  I am  continually  ex- 
perimenting in  order  to  keep  up  with  the  times, 
keeping  always  in  view  the  suggestions  that  I 
have  outlined  above  and  depending  upon  the 
public  to  decide  for  me  what  is  good  advertis- 
ing and  what  is  not. 


Ciimbel  Brothers 

Plula(lel[)hia,  Penn.,  Diy  Goods  and  Carpets. 

Hy  Henry  Ferris,  Manat'er. 

GiMiiiu.  Bro'I'iiers’  advertising  pays  for  two 
main  reasons  : 

1st,  Regularity. 

2d,  Accuracy. 

Tlie  immense  cumulative  effect  of  regu- 
larity in  advertising  can  hardly  he  appreci- 
ated. On  every  business  day  of  the  year, 
every  reader  of  every  large  daily  of  Philadel- 
phia, on  turning  a certain  page,  finds  Gimbel 
Brothers’  advertisement.  If  it  w’ere  the  worst 
advertising  in  the  world,  this  regularity  would 
probably  make  it  pay;  as  it  is,  it  pays  — well, 
quite  fairly,  to  speak  with  moderation. 

We  now  do  no  irregular  advertising  what- 
ever.  I do  not  say  that  special  publications, 
or  signs,  or  posters  will  not  pay;  but  I never 
could  make  them  pay  in  any  sort  of  compari- 
son with  regular  newspaper  advertising.  I 
mean  that  while  a thousand  dollars  spent  in 
newspaper  advertising  will  produce  a quite 
certain  and  calculable  amount  of  increased 
business,  a thousand  dollars  spent  in  other 
ways  does  not  produce  certain  and  calculable 
results  at  all. 

So  much  for  method,  — now  for  style. 

The  aim  always  kept  in  view  in  writing 
Gimbel  Brothers’  advertising  is  to  make  the 
reader  see  the  goods  as  they  are,  — not  worse, 
and  not  better ; for  if  they  are  made  to  look 
less  attractive  than  they  are,  people  do  not 
come  ; if  made  to  look  more  attractive  than 
they  are,  people  do  not  buy.  Nothing  so 
disgusts  a customer  as  finding  a thing  differ- 
ent from  what  she  expected.  Suppose  you 
neglect  to  mention  the  color  of  a child’s  cloak, 
and  she  therefoi'e  concludes  it  is  white  ; when 
she  comes  down  town  and  finds  it  blue,  she  is 
provoked.  If  you  had  said  blue,  she  might 
have  liked  it ; but  in  her  mind  it  was  white,  — 
and  she  is  disappointed.  You  have  not  only 
missed  that  sale,  but  left  a customer  with  a 
sense  of  vexation  and  injury. 


184 


FOWLER’S  PUBLICITY 


Of  course  I try  to  make  our  advertising 
interesting  but  in  my  experience  nothing  is 
so  interesting  to  buyers  as  facts  about  the 
goods.  Advertisements  wliose  first  aim  is  to 
be  interesting  do  not  commonly  prove  very 
successful  as  advertisements.  They  interest 
the  wrong  persons,  — that  is,  persons  who 
are  looking  for  clever  advertising,  not  persons 
who  are  looking  for  goods. 

As  for  making  advertising  interesting,  I 
doubt  whether  there  is  any  better  way  than 
talking  about  the  defects  of  goods.  It  seems 
to  stir  a certain  sense  of  humor  in  the  reader ; 
and  then  it  gives  confidence,  both  in  the  store 
and  in  the  advertising. 

In  a word,  Gimbel  Brothers’  advertising 
has  been  made  to  pay  as  it  does  by  telling 
every  day  a plain  story  about  goods  which  a 
good  many  people  are  likely  to  want  that  day. 
Part  of  the  effect  may  be  due  to  the  fact  that 
readers  think  the  advertising  interesting ; but 
most  of  it  is  due  to  the  “ every  day,”  and  most 
of  the  rest  to  the  “ plain  story.” 

Rev.  W.  C.  Bitting,  D.  D. 

New  York,  N.  Y.,  Mount  Morris  Baptist  Church. 

A CHURCH,  like  all  other  enterprises,  needs 
to  keep  itself  before  the  public.  This  is  all 
the  more  desirable  if  it  be  a true  church,  with 
a living  message  for  men,  and  the  heart  that 
really  wants  to  do  them  good.  In  proportion 
as  the  blessings  it  offers  are  sincerely  believed 
to  be  not  only  valuable,  but  essential  for  the 
best  life  of  individual  men,  or  the  communit}', 
it  should  make  an  effort  to  attract  people  to 
their  enjoyment. 

I therefore  believe  in  tbe  ri<fht  use  of  the 

o 

press  as  one  of  the  most  successful  agencies 
in  making  known  the  glad  tidings,  and  the 
existence  of  places  where  the  good  news  may 
be  heard. 

Advertising  is  one  of  the  lamp  stands  upon 
which  the  lamp  should  be  put. 

Too  many  churches  are  lights  under  the 
bushel,  now. 


Chas.  Allen  Reed 

New  York,  N.  Y.,  Manufacturing  Chemist,  and 
Maker  of  Calisaya  La  Rilla. 

So  thoroughly  do  I believe  in  the  efficacy 
of  good  advertising  that  I am  convinced  that 
it  can  and  does  frequently  make  a temporary 
success  of  a worthless  product. 

It  is  so  often  employed  in  this  way  as  to 
enormously  increase  the  expense  of  the  proper 
exploitation  of  legitimate  business,  and  this 
I believe  to  be  the  leading  cause  of  the  dis- 
satisfaction occasionally  expressed  by  some 
manufacturers  who  have  had  unsuccessful 
experiences  with  well  worded  and  carefully 
placed  announcements. 

It  is  difficult  to  prescribe  a remedy  for  this 
condition  which  makes  use  of  good  advertising 
to  work  its  own  downfall,  but  it  seems  to  me  to 
be  the  duty  of  the  advertising  manajrers  of  the 
leading  mediums  to  more  carefully  scrutinize 
what  is  brought  to  them  and  consult  specialists 
on  all  matters  not  within  their  own  positive 
knowledge. 

I consider  that  good  advertising  has  been 
done  when  the  readers  of  the  advertisement 
have  been  induced  to  write  for  further  infor- 
mation about  the  article  advertised. 

They  thus  give  the  advertiser  a practically 
unlimited  interview,  and  if,  in  spite  of  this, 
sales  are  not  effected,  the  fault  is  with  the 
advertiser  or  his  product  and  not  with  advertis- 
iim. 

o 

On  the  other  hand,  the  effort  to  tell  the 
whole  story  in  the  advertisement,  while  it  will 
occasionally  succeed,  is  enormously  expensive, 
does  not  stimulate  inquiry,  is  not  retained  in 
the  memory  of  the  reader,  and  in  general  may 
be  considered  poor  advertising. 

In  other  matters,  such  as  illustrations,  choice 
■of  mediums,  circulars,  posters,  frequency  of 
change  or  repetition,  I know  of  no  general 
rides  which  may  be  stated  to  cover  all  inter- 
ests. In  some  instances  good  precedents 
have  been  established  wbich  are  safe  to  follow 
and  these  may  be  found  in  some  of  the  journals 


CtREM'  successes 


devoted  to  the  subject  of  advertising,  and  by 
consultation  with  a f^ood  doctor  of  advertising 
(I  am  beginning  to  dislike  the  word  “ ex- 
pert” ) who,  like  a good  doctor  of  medicine, 
declines  to  prescribe  until  his  diagnosis  is 
thorough  and  complete,  made  so  by  repeated 
interviews  with  his  client,  and  unlike  the 
veterinary  who  is  compelled  to  treat  his  dumb 
subject  by  appearances  and  signs. 

The  time  has  not  long  gone  by  when  every 
advertiser  was  compelled  to  blaze  his  own 
path  alone,  but  the  experiences  of  the  past 
live  years  are  so  accessible  to  us  all,  and  so 
many  opportunities  for  expert  considtation  are 
at  hand,  that  the  abuse  of  advertising  as  in- 
dicated at  the  beginning  of  this  article  is  in 
some  degree  offset,  if  not  mitigated. 

Eastman  Business  College 

Poughkeepsie,  N.  Y.  By  Clement  C.  Gaines,  A.  B., 
B.  L,  M,  Accts.,  President. 

I AM  asked  to  tell  how  I made  advertising 
pay.  I like  the  way  in  which  this  question  is 
put.  If  answered  sincerely  it  will  draw  from 
experience  — the  only  valuable  source  from 
which  information  can  be  drawn. 

One  of  Mr.  Eastman’s  favorite  maxims  was 
“ Let  your  advertising  excite,  but  not  satisfy.” 
That  is,  let  it  be  so  expressed  as  to  retain  any 
interest  it  may  develop  until  the  advertiser’s 
purpose  is  accomplished.  If  to  this  be  added 
the  true  secret  of  economy  in  advertising  — 
that  is,  to  go  after  trade  where  there  is  some- 
thing to  get ; to  waste  no  powder  on  what  is 
out  of  range, — the  advertiser  is  likely  to  do 
his  work  to  some  profitable  purpose. 

The  principal  object  of  advertising  on  the 
part  of  the  school  is  to  bring  the  public  to  in- 
quire into  its  advantages.  As  a consequence 
I have  always  considered  that  advertising 
most  valuable  which  was  placed  in  those 
papers  published  largely  for  young  people. 
Not  for  children,  for  these  have  hardly  as  yet 
commenced  to  think  of  what  the  advertise- 
ments in  a paper  mean  ; but  to  those  of  suffi- 


cient age  to  have  commenced  to  think  of  what 
they  shall  do  in  the  world,  and  how  they  shall 
be  prepared  to  do  it  best. 

Advertising  may  be  placed  in  such  papers 
with  good  results  the  year  round.  Not  in  the 
cheaper  and  more  trashy  papers,  no  matter  how 
extensive  their  circulation  ; for  while  number- 
less inquiries  may  come  from  a properly  worded 
advertisement  in  a cheap  paper  with  a half 
million  circidation,  my  experience  goes  to 
show  that  where  attendance  on  a school  in- 
volves an  expenditure  of  several  hundred  dol- 
lars, the  inquiry  is  not  likely  to  be  followed 
by  a matriculation. 

To  reach  the  parents  I have  found  it  good 
policy  to  insert,  seasonably,  brief  but  effective 
notices  in  all  publications  where  schools  are 
regularly  advertised.  The  greater  magazines 
and  the  more  dignified  of  the  newspapers 
generally  publish  during  the  summer  and  early 
autumn  a column  or  two  of  school  advertising. 
The  school  that  would  make  itself  known 
must  “hang  out  its  shingle”  in  this  column 
early  in  the  season  and  keep  it  in  sight  until 
it  is  evident  that  the  game  is  bagged.  August, 
September,  and  October  are  the  most  impor- 
tant months  for  this  advertising,  but  it  would 
be  still  better  if  it  were  commenced  in  June 
and  continued  until  November,  or  even  until 
after  the  Christmas  numbers  of  the  magazines 
appear.  I have  always  believed  that  the 
higher  grade  magazines  and  journals  afford 
the  best  means  of  publicity  to  a school.  They 
are  read  by  the  more  substantial  and  culture- 
loving  people  who  believe  in  education,  both 
general  and  professional,  and  who  will  deny 
themselves  luxuries  and  even  some  of  the  com- 
forts of  life  in  order  that  it  may  be  had.  I 
have  advertised  in  these  every  year  for  many 
years,  and  although  I sometimes  fear  that 
results  are  meagre,  still  taking  one  year  with 
another,  I am  satisfied  that  it  pays. 

I may  conclude  what  I am  saying  on  this 
head  by  remarking  that  advertising  for  in- 
quiries is  like  sewing  seed.  When  the  in- 
quiries come  in,  that  is,  w'hen  the  seeds  sprout, 


i86 


FOWLER’S  PUBLICITY 


if  they  are  not  properly  nourished  and  culti- 
vated little  or  no  crop  will  be  realized ; the 
harvest  will  be  light.  The  real  art  of  the 
advertiser  consists  in  the  stimulation  given  to 
interest  aroused.  It  is  here  that  the  publica- 
tions of  the  school  and  correspondence  or  other 
personal  communications  with  its  representa- 
tives should  be  used  with  the  most  telling 
effect. 

I believe  in  the  personal  letter,  and  insist 
that  all  such  as  go  forth  from  our  office  be 
beautifully  written,  whether  executed  with  the 
pen  or  with  the  typewriter.  No  one  can  better 
afford  to  spend  time  in  cultivating  elegance 
and  symmetry  of  grammatical  expression, 
coupled  with  accuracy  and  brevity  in  setting 
forth  facts,  than  the  school  correspondent. 
Wherever  there  is  the  remotest  prospect  of 
results  the  case  should  be  carefully  watched, 
and  the  correspondence  kept  alive,  for  some- 
times the  patronage  comes  years  after  the  first 
inquiry  was  made. 

The  publications  of  a school  are  certainly 
next  to  personal  letters,  if  not  first,  in  effective- 
ness. These  should  not  only  be  handsome  in 
appearance,  but  interesting  and  inspiring  in 
matter. 

But  just  here  I may  add  that  no  school  will 
ever  win  even  a transient  success  by  misrep- 
resentation. Let  the  school  be  advertised, 
and  in  glowing  terms,  for  no  subject  is  more 
worthy  of  eloquence  than  that  boon  to  the 
human  race  known  as  a good  school ; but  this 
eloquence  is  a curse  rather  than  a blessing  if 
it  speaks  other  than  the  truth,  the  whole  truth, 
and  nothing  but  the  truth.  The  school  master 
draws  people  to  him  for  so  good  a purpose 
that  he  can  hardly  make  the  picture  too  llatter- 
ing,  yet  both  in  outline  and  in  coloring  it 
should  be  susceptible  of  prompt  recognition, 
or  the  disappointment  which  will  follow  will 
be  gall  and  bitterness. 

I have  thus  reviewed  in  a general  way  the 
fundamental  principles  which  I believe  to  lie 
at  the  basis  of  the  successful  advertising  of  a 
school.  I have  tried  to  follow  faithfully  in 


these  lines.  To  enter  into  matters  of  detail ; 
to  tell  of  numberless  experiments  and  obser- 
vations I have  made  might  he  profitable  to 
some,  but  would  protract  this  letter  beyond  the 
limits  assigned,  and  make  it  wearisome. 

Berkeley  School,  New  York,  N.  Y. 

By  John  S.  White,  LL.  D.,  Head  Master. 

The  highest  and  most  effective  method  of 
advertising  is  not  to  adv'ertise  at  all.  Any 
institution  or  business  which  can  assume  this 
position  is  sure  to  attain  all  the  reputation  to 
which  its  work  entitles  it,  but,  as  the  wise 
man  of  old  said,  “ Even  those  authors  who 
write  books  decrying  conceit  and  notoriety, 
never  fail  to  place  their  own  names  upon  the 
title  pages,”  so  there  must  be  some  way  to 
let  the  world  know  that  3'ou  do  not  adver- 
tise, and,  here,  it  seems  to  me,  is  to  be  found 
the  key  to  the  whole  matter.  While  patent 
medicines  and  “clap-trap”  articles  may',  in 
the  estimation  of  their  proprietors,  demand  a 
sensational  method  of  presentation  to  the  pub- 
lic, I do  not  believe  that  in  the  end  even  such 
articles  will  attain  genuine  appreciation  as 
quickl}^  as  by  an  honest  and  simple  descrip- 
tion of  their  merits.  A good  thing  is  bound 
to  win  success,  in  aii}'^  ev'ent.  As  to  the 
question  of  presenting  its  merits  to  the  pub- 
lic, or,  in  other  words,  what  constitutes  good 
advertising,  I should  say  the  gist  of  it  is  this : 
Tell  the  truth,  tell  it  clearly;  use  few  words, 
but  a good  deal  of  space  ; do  not  print  any- 
thing that  people  cannot  read  without  effort; 
avoid  all  “clap-trap”  and  exaggeration,  and 
he  willing  to  pa^"  for  the  best  location. 

E.  C.  Hazard  & Company 

New  York,  N.  Y.,  Wholesale  firoeers  and  Backers 
of  Canned  Bruits,  Meats,  and  Yej^ctablcs.  By 
Edward  C.  Hazard. 

As  the  direct  result  of  advertising  is  so  prob- 
lematical, it  is  difficult  for  me  to  state  clearly 
what  I think  “ constitutes  successful  public- 


(JREAT  SUCCESSES 


187 


ity."  Durinjf  iiiy  entire  l)usincss  career,  coin- 
inencinj^  1850,  1 have  been  inanniactiirini^, 
importing  and  introducing  specialties,  notably 
canned  and  package  food  products.  Tbe  for- 
mer have  since  come  into  universal  consump- 
tion the  world  over.  The  greater  number  of 
the  latter  were  combinations  that  were  new  to 
the  public  and  I was  obliged  to  popularize 
them  ; an  educational  process  in  which  I was 
assisted  by  the  friendly  co-operation  of  the 
retailers.  My  field  of  operation  at  the  start 
was  confined  to  this  and  the  adjacent  cities, 
and,  as  my  means  were  very  limited,  the  in- 
troduction was  effected  through  constant  per- 
sonal application.  My  aim  was  then,  and 
has  always  been,  to  offer  only  articles  of 
merit,  pure  and  wholesome  in  every  respect. 
This  has  been  my  motto  and  my  chief  reliance 
for  growing  business.  I learned  that  the 
public  was  satisfied  to  pay  a fair  price,  if  the 
goods  were  guaranteed  to  be  the  best,  and  my 
brands  became  a synonym  for  “ best.”  I 
adopted  a system  of  samples  sent  to  the  con- 
sumer through  the  retailer.  This  I have  fol- 
lowed with  excellent  success  to  the  present 
day,  and  believe  more  direct  results  can  be 
counted  through  this  medium  than  any  other 
my  firm  has  employed.  I have,  however, 
supplemented  this  work  by  newspaper,  maga- 
zine, elevated  railway,  horse  car,  and  stage 
advertising,  — all  valuable  allies.  In  m}^ 
opinion  no  business  is  so  well  or  energetically 
worked  that  its  growth  may  not  be  jeopardized 
by  resting  on  the  unaided  efforts  of  its  man- 
agers. 

Hall  & Ruckel 

New  York,  N.  Y.,  W holesale  Druggists  “ Sozo- 
dont,”  “Sozodernia  Soap,”  “Spalding  Glue.” 
By  Frederick  L.  Ferine,  Manager. 

I AM  asked  to  believe  that  advertising  is,  of 
necessity,  gambling.  The  uninformed  public 
and  a good  many  advertisers  think  it  is.  Even 
those  who  are  engaged  in  the  business  some- 
times give  way  weekly  to  this  heresy.  They 


say,  in  effect:  “ Look  at  the  business  world 
crowding  tbe  greater  Monte  Carlo,  where 
fortunes  are  staked  and  winners  and  losers 
rub  elbows ! They  show  me  the  fabulous 
sums  and  tbe  numberless  wrecks  in  evidence. 
They  declare  experts  in  the  business  don’t 
know  where  they’re  at  or  how  they’ll  come 
out  at  the  end  of  the  game.  If  it  is  so  with 
men  skilled  in  the  trade,  what  layman  can 
hope  to  succeed,  unless  by  some  accident  of 
fortune?  But  the  Press  is  great.  Gold  glit- 
ters, and  the  Play  goes  on  ! ” 

I propose  to  attack  this  heresy  before  point- 
ing out,  briefly,  what  are  the  fundamentals  of 
good  publicity  and  its  corollaiy,  success.  A 
false  view  of  the  business  is  insidious  in  its 
workings  and  sometimes  does  irreparable 
harm.  Our  point  of  view  must  be  right  be- 
fore we  try  our  perspective. 

The  adventitious  in  advertising  is  the  birth- 
mark of  this  heresy,  and  the  fool  advertiser 
its  champion.  Neither  “ the  left  hind  foot  of 
a rabbit”  nor  the  symbolic  “ key  to  success,” 
nor  any  other  “ fake  ” and  foolish  fancy  of 
our  funny  man,  is  the  true  guidon  of  good 
publicity.*  In  themselves  apparently  harm- 
less, and  launched  upon  suffering  communi- 
ties in  wdiat  seems  to  be  either  innocent  play- 
fulness or  imbecile  foolishness,  these  ear- 
marks of  the  ass  in  advertising  are  cumula- 
tive in  their  effect  upon  the  public  mind  and 
unquestionably  mischievous.  No  man  having 
the  real  interests  of  our  great  business  at 
heart  should  applaud  or  even  countenance 
that  sort  of  thing. 

Broadly,  not  speculation  in  any  vital  degree, 
but  sound,  fundamental  business  principles 
underlie  success  in  advertising,  as  in  any 
other  substantial  business.  I combat  with  all 
possible  vigor  every  contrary  notion.  Fruit 
doesn’t  grow  on  hat  trees,  nor  flowers  on  fog 
banks.  The  golden  fruit,  ^fielding  to  the 
wise  and  diligent  advertiser,  falls  into  the 
baskets  of  commerce  only  after  careful,  surely 
patient,  and  often  expensive  cultivation,  done 
with  a skill  and  full  knowledge  of  those 


i88 


FOWLER’S  PUBLICITY 


natural,  unvarying  laws  of  trade  without 
which  none  may  hope  to  succeed.  If  the 
crop  proves  scanty  or  a total  failure,  set  this 
down  as  true  ; Somebody  has  blundered  and 
either  ignored  or  violated  the  first  principles 
of  good  publicity. 

Bearing  in  mind,  then,  the  substantial  bases 
upon  which  the  whole  fabric  of  success  of  ad- 
vertising rests,  let  us  enquire  what  are  those  pro- 
cesses which  have  been  found  most  useful  in 
working  out  my  own  plans  for  good  publicity. 

Franklin  wrote,  “ Every  tub  should  stand 
on  its  own  bottom.”  My  plans  and  work  must 
have  their  own  individuality  and  end  best 
suited  to  the  special  conditions  affecting  them. 
Mr.  Rose  would  not  advertise  “Sozodont,” 
for  instance,  as  he  advertises  “ Scott’s  Emul- 
sion,” nor  would  I advertise  “ H-O  ” as 
“ Spalding’s  Glue”  or  any  other  of  our  pro- 
prietary articles  are  advertised.  The  author 
of  “ Fowler’s  Publicity  ” would,  doubtless,  spe- 
cialize his  advertising  of  Sozodont  to  suit  pre- 
cisely the  conditions  involved,  once  he  under- 
stood them  thoroughly.  This  is  only  plain, 
every-day  common-sense. 

I shall  not  attempt  to  give  here  details  for 
advertising  by  means  of  magazines,  news- 
papers, programs,  bulletins,  samples,  and  all 
the  other  agencies  employed,  but  will  confine 
myself  to  certain  important  features  which  I 
regard  as  essential  to  permanent  success. 

To  know  the  quality  and  use  of  facilities 
for  advertising,  to  know,  for  instance,  what 
space  to  buy  and  how  to  use  it  is  far  more 
important  than  the  question  of  price,  however 
desirable  it  may  be  to  buy  at  close  figures. 
I know  men  who  chuckle  over  a “beat”  in 
rates,  while  unaware  they  have  not  been  as 
smart  as  the  other  fellow  with  reference  to 
those  prime  requisites,  expert  discrimination 
in  qualities  and  determination  of  iises.  What 
avails  it  to  contract  for  ten  thousand  lines  of 
space,  five  hundred  bulletins,  and  a hundred 
thousand  samples  at  prices  which  beat  the 
other  fellow’s,  if  five  thousand  lines,  two 
hundred  bulletins,  and  forty  thousand  samples 


of  better  kind  and  somewhat  higher  price 
could  be  put  to  far  more  effective  use  rela- 
tively? And  yet  this  blunder  is  perpetrated 
by  men  who  are  supposed  to  know  their  busi- 
ness, some  of  them  men  of  reputation  either  as 
principals  or  managers.  If  we  are  to  “get 
there  ” we  must  first  have  the  horse : we 
should  not  be  so  foolish  as  to  “ put  the  cart 
before  the  horse.”  We  must  have  good  qualit}' 
— the  kind  that  pulls  — and  we  must  put  it  to 
the  best  possible  use. 

Having  determined  upon  qualities  and  prices 
together  with  some  plan  of  uses,  be  reason- 
ably liberal  with  your  artists,  engravers,  and 
all  others  who  can  in  any  way  contribute  to 
success  in  the  pictorial  or  other  uses  to  which 
you  will  put  your  purchased  facilities.  Be 
the  master  mind  in  everything,  but  rely  upon 
the  best  talent  at  command  for  the  develop- 
ment of  your  ideas.  Be  independent,  3’et 
observant,  and  above  all,  a leader.  Have 
faith  in  jmur  plans.  Let  them  he  comprehen- 
sive, with  a decent  perspective  and  a definite 
end.  Let  enterprise  be  tempered  by  pru- 
dence ; let  conservatism  be  fired  with  ardor. 

Observing  such  requirements  as  have  al- 
read)'  been  described  and  proceeding  also 
upon  those  other  fundamental  principles,  of 
laws,  governing  all  sound  business  enter- 
prises alike,  however  different  and  individual 
the  applications — - principles  which  the  intelli- 
gence of  my  readers  will  at  once  suggest  with- 
out discussion  here  — the  advertiser  cannot  fall 
into  errors  seriously  affecting  his  policy  and 
its  successful  issue.  lie  will  find  the  game  of 
advertising  a precise  science  of  transcendent 
interest  to  the  true  votarv  of  the  art  and  busi- 
ness of  making  money  by  good  publicity. 

J.  Curley  & Brother 

New  York,  N.  Y.,  Importers  of  Fine  Cutlery.  Hv 
the  Manager. 

In  regard  to  great  successes  and  how  to 
achieve  them  it  seems  to  us  the  lines  of  suc- 
cess are  so  plain  there  is  no  mistaking  them. 


G REAT  SUCCESSES 


189 


In  tlie  lirst  place,  one  oii^ht  to  understand  Ids 
business  in  every  detail,  so  that  if  any  one  no 
matter  who  asks  a cpiestion  it  will  be  properly 
answered.  On  the  principle  that  ignorance 
of  the  law  will  not  exempt  one  from  the  pen- 
alty, ignorance  of  one’s  business  will  bring  the 
same  resnlt. 

In  the  second  place,  in  most  businesses  we 
should  say  it  is  absolutely  necessary  for  one 
to  sell  goods  of  merit,  and  at  the  lowest  pos- 
sible prices  and  profits.  Selling  one  article 
below  cost  and  another  at  a very  much  higher 
rate  than  most  other  dealers,  to  make  up  the 
loss,  does  not  seem  honest  to  us. 

The  writer  has  only  one  man  (in  all  New 
York)  in  his  mind  who  made  money  in  high 
profits.  But  we  know  many  who  would  be 
willing  to. 

There  is  great  difference  of  opinion  as  to 
the  best  methods  for  communicating  with  the 
public  or  with  the  merchant. 

A.  T.  Stewart,  who  was  the  greatest  and 
most  successful  merchant  of  his  day,  believed 
in  the  newspaper  advertising  to  acquaint  the 
public  of  the  facts. 

We  agree  with  him  when  one  is  advertising 
for  the  ladies,  (God  bless  them)  but  when  one 
is  advertising  for  the  men  it  is  different.  How 
to  reach  them  is  a problem  we  have  been  try- 
ing to  solve  for  several  years.  If  one  had 
different  articles  from  day  to  day,  the  daily 
press,  in  our  opinion,  is  the  medium. 

But  where  one  sells  the  same  articles  from 
year  to  year,  and  where  in  some  cases  an 
article  lasts  a lifetime,  and  perhaps  takes  a 
quarter  of  a century  to  prove  its  worth,  it  is  a 
serious  problem  to  know  how  to  advertise. 
In  our  particular  business  if  a man  has  a set 
of  table  cutlery,  a pocket  knife,  or  a razor 
that  suits  him,  he  does  not  want  another, 
whereas  if  a lady  has  several  hundred  dresses, 
and  somebody  shows  her  a different  one,  she 
will  purchase  it. 

At  present  we  have  a razor  which  is  the 
onl}^  tool  in  the  world  that  permits  correct 
shaving  with  safety.  It  has  been  known  for 


centuries  that  the  right  way  to  shave  was  to 
move  the  razor  with  an  easy,  sliding  motion, 
just  as  a farmer  swings  his  scythe.  We  have 
been  the  first  to  give  the  public  such  a tool, 
and  although  we  have  been  sending  them  to 
China,  Japan,  India,  Australia,  New  Zealand, 
Samoa,  Honolulu,  and  from  Portland,  Oregon 
to  Portland,  Maine,  as  well  as  to  most  of  the 
South  American  countries  and  to  England, 
France  and  Germany,  we  are  not  yet  satisfied 
that  we  have  found  the  proper  medium  to  get 
it  on  a good  paying  basis.  We  mean,  of 
course,  where  “ Fortune  as  well  as  Fame  is 
perched  on  our  Banner.” 

At  present  we  are  sending  out  circulars 
throimh  the  mail.  We  have  found  this  work 

O 

more  or  less  profitable  for  our  business,  and 
propose  to  give  it  a fair  trial.  It  seems  to  be 
admitted  by  all  that  one  must  advertise  one 
way  or  another. 

E.  J.  Hussey  & Company 

New  York,  N.  Y.,  Makers  of  “ Pri-mo  Ladies’ 
Syringe,”  “Blount  Door-check  Spring,”  “Em- 
pire Door-holder,”  “Sliding  Ladders.”  By 
William  V.  Fowler,  Manager. 

I AM  a novice  in  many  respects,  and  at  the 
same  time  I’ve  had  some  valuable  experience 
in  marketing  goods  of  different  kinds,  each 
of  which  required  advertising  peculiar  to 
itself. 

After  leaving  the  hardware  business  (where 
I assisted  in  the  work  of  compiling  catalogues, 
etc.)  I became  a partner  in  the  concern  of 
E.  J.  Hussey  & Co.,  whose  business  is  car- 
ried on  under  the  title  of  “ Introducers  of 
Improvements.”  I assumed  full  charge  of  all 
matters  pertaining  to  advertising,  and  started 
out  by  introducing  the  Universal  adding 
machine.  These  goods  were  sold  through 
state  agents,  the  securing  of  which  w'as  a 
difficult  problem.  After  trying  various  means 
of  advertising  I found  that  the  best  results 
were  obtained  by  using  display  advertisements 
in  the  local  papers  in  the  different  cities  I 


190 


FOWLER’S  PUBLICITY 


visited.  I would  contract  for  space  ranging 
from  four  to  ten  inches  double  column,  ac- 
cording to  the  expense,  and  in  addition  to 
illustrating  the  machine  and  describing  its 
construction  and  use,  would  invite  those  look- 
ing for  business  to  call  at  the  hotel  for  partic- 
ulars. This  plan  of  campaign  invariablv 
brought  me  a customer,  so  I consider  it  was 
good  advertising.  After  finishing  the  work 
on  the  road  I spent  my  time  in  New  York  and 
vicinity  introducing  patented  articles  for  which 
we  were  local  headquarters.  To  market 
new  goods  in  limited  territory  required  care- 
ful consideration  of  the  articles  to  be  adver- 
tised, especially  as  newspaper  space  is  so 
expensive  in  this  city.  Not  being  able  to  use 
newspapers  for  the  above  reason,  I compiled 
booklets  of  the  various  articles  we  handled, 
and  mailed  these  to  selected  lists  of  names, 
afterwards  following  them  up  with  postal 
cards  or  other  circulars.  Although  this  plan 
necessitates  a great  deal  of  work  and  expense 
we  have  had  splendid  returns  from  it  and  can 
recommend  it  to  others  who  may  be  working 
in  a similar  field.  Among  the  goods  success- 
fully introduced  by  the  above  method  may  be 
mentioned  the  Blount  door  check  bicycle 
sliding  step  ladder.  Empire  door  holder,  etc. 

For  the  past  three  years  the  greater  part  of 
my  time  has  been  devoted  to  the  work  of 
marketing  the  Pri-mo  Ladies  Syringe,  which 
article  is  one  of  the  most  ditlicult  to  advertise 
of  any  I have  undertaken.  Its  field  of  useful- 
ness is  almost  unlimited  but  being  of  a medi- 
cal nature  we  began  our  work  by  calling  the 
attention  of  ph^^sicians  to  the  goods,  with  the 
idea  of  reaching  the  public  through  their 
prescriptions.  Advertising  in  the  medical 
journals  has  brought  us  good  returns  because 
we  could  describe  the  syringe  and  point  out 
its  merits,  but  when  we  tried  to  advertise  to 
the  public  direct,  through  magazines,  etc., 
we  “ struck  a snag  ” because  so  many  pub- 
lishers misjudged  the  article  and  stated  “ they 
could  not  advertise  goods  of  this  character.” 
The  Pri-mo  is  a strictly  high-class  article 


and  is  being  introduced  on  ethical  lines,  and 
as  we  had  confidence  in  the  goods  we  decided 
to  test  the  matter  of  educating  the  public  to 
the  advantages  of  the  article  even  if  we  did 
have  to  use  “blind”  advertisements.  We 
regret  to  say, that  this  experiment  was  not  as 
satisfactory  as  we  believe  it  would  have  been 
had  we  been  able  to  properly  illustrate  and 
describe  the  article. 

As  there  are  so  many  medical  journals  pub- 
lished and  it  is  not  possible  to  use  them  all  we 
have  concluded  that  the  quickest  way  to  get 
returns  is  to  take  one  city  or  state  at  a time 
and  mail  our  literature  direct  to  the  physicians 
therein,  following  this  up,  likewise,  with 
postal  cards,  etc.,  until  the  goods  are  thor- 
oughly familiar  to  each  and  every  doctor,  as 
we  believe  we  can  reach  the  public  through 
him  better  than  in  any  other  manner. 

Attractive  literature  is  essential  to  a plan  of 
this  kind  ; therefore,  in  addition  to  describing 
the  goods  in  a short,  crisp  style  I believe  in 
using  good  cuts,  good  paper,  and  good  print- 
ing, for  unless  all  of  these  conditions  are  car- 
ried out  the  result  will  not  be  satisfactory. 
Money  judiciously  spent  in  printed  matter 
cannot  help  bringing  returns. 

Richardson  & Delong  Bros. 

Philadelphia,  Penn.,  “ PeLong  Hook  and  Eye,” 
“Cupid  Hairpin.”  By  Charles  M.  Snyder. 

Opportunities  were  plentiful. 

Several  were  inviting. 

I selected  one  and  made  the  most  of  it. 

If  I stop  here  I shall  have  said  all,  hut  a 
few  details  may  be  illuminating. 

I believe  that  a strong  individuality  (and 
individuality  is  exclusiveness)  is  a powerful, 
if  not  the  most  powerful  factor  in  advertising. 

My  aim  was  to  find  some  medium  in  which 
most  forcibly  to  express  this  individuality, 
assuming  we  had  it. 

Advertising  in  the  magazines  appeared  to 
be  a race  with  nearly  two  hundred  eager  con- 
testants for  puhlicity. 


G REAT  S UCCESSr:S 


This  same  characterless  congestion  was  the 
obvious  feature  of  other  long-used  and  well- 
known  inediuins. 

A a'lance  over  their  various  advertisiim  de- 
partinents  gave  the  impression  of  a motley 
regiment  of  inconspicuous  privates,  which 
made  a splendid  background  for  a few  leaders 
who  had  the  advantages  of  large  space  and 
position. 

My  object  at  the  start  was  to  be  one  of  a 
limited  number,  and  later  we  were  eager  to  be 
The  One. 

One  day  a street  car  rack,  containing  from 
sixteen  to  twenty  expressionless  announce- 
ments, attracted  consideration. 

Then  I knew  that  I had  found  the  medium. 

Here  were  only  from  sixteen  to  twenty  ad- 
vertisers to  share  attention. 

As  a rule,  each  announcement  appeared 
like  the  others. 

My  attention  was  not  caught  by  any  partic- 
ular card ; and  each  was  allowed  to  remain  in 
the  racks  for  months  without  change. 

I thought  that  this  was  a decided  opportu- 
nity. 

I began  to  use  this  space  and  changed  my 
announcements  weekly. 

Thus,  good,  bad,  or  indifferent,  there  was 
at  least  something  new  for  the  public  to  ex- 
pect. 

I soon  had  evidence  that  this  feature  of 
change  was  effective. 

My  next  concern  was  to  hold  this  expectant 
attention. 

With  this  object  in  view,  I took  up  in  suc- 
cession all  the  incidents  of  street  car  experi- 
ence, as,  for  e.xample, 

FATAL  GRATITUDE. 

He  rose,  she  took  the  seat  and  said, 

“ I thank  you,”  and  the  man  fell  dead. 

But,  ere  he  turned  a lifeless  lump. 

He  murmured,  do  you 

See  that  HUMP.?  (Cut) 

Fortunately,  the  article  which  I had  to  ad- 
vertise could  be  unmistakably  shown  in  a good 
cut. 


I9I 

I could  have  left  this  standing  announce- 
ment in  the  cars  — 

See  that  HUMP.?  (Cut) 

The  UeLong  Hook  and  Eye. 

But  how  soon  would  the  public  weary  of 
that  process  ! 

Following  the  announcement  alluded  to,  1 
kept  a constant  weekly  succession. 

I give  a few  below  to  show  my  meaning. 

“ Conductor,”  yelled  a passenger. 

In  tones  that  made  him  jump, 

“ What  is  there  in  this  town  to  see?” 

And  this  conductor,  bless  him,  he 
Responded,  .See  that 

HUMP?  (Cut) 

The  man  who  takes  the  street  car  floor 
To  be  a public  cuspidor. 

Avenging  fate,  give  him  a thump. 

Till  he’s  obliged  to 

See  that 

HUMP.  (Cut) 

I soon  had  it  arranged  that  in  the  eighty 
cities  in  which  Richardson  & DeLong  Bros, 
did  street-car  advertising,  the  changes  should 
take  place  simultaneously,  and  I am  delighted 
to  say  that  this  attempt  was  a complete  suc- 
cess. 

This  has  been  the  main  advertising  of 
Richardson  & DeLong  Bros. 

However,  innumerable  auxiliaries  were 
used  — 

Booklets, 

Novelty  Work, 

Posters, 

Circulars,  etc. 

The  magazines  and  weeklies  have  been 
very  valuable. 

An  important  point  in  this  connection  lies 
in  the  fact  that  these  mediums  of  the  first 
class  are  not  destroyed. 

We  continue  to  get  inquiries  from  back 
numbers. 

As  a means  of  publicity,  it  seems  that  they 
cannot  be  omitted. 

With  the  advantages  of  position  and  space, 
their  value  is  unquestioned. 


FOWLER’S  PUBLICITY 


192 

Before  everything,  however,  for  the  present, 
at  least,  for  the  advertising  of  certain  articles 
concerning  which  it  is  not  necessary  to  go 
much  into  detail,  I have  faith  in  street  cars. 

Here  are  reasons  : 

You  have  only  to  share  attention  with  from 
sixteen  to  twenty  advertisers. 

Almost  any  space  in  a well  patronized  car 
is  “ position.” 

The  opportunity  for  strong  individual  work 
is  great. 

It  is  not  only  a relief  to  see  an  inviting  card 
in  the  street  cars,  hut  there  is  ample  time  to 
study  it. 

The  reader  is  generally  en  route  to  the 
dealer,  a point  which  gives  your  announce- 
ments the  right  emphasis  at  the  right  time. 

In  a word. 

The  features  of  whatever  success  the  De- 
Long  hook  and  eye  advertising  has  had  are 
these : 

A persistent  individuality, 

A constant  change  of  copy. 

The  association  of  the  article  advertised 
with  current  events, 

A changeless  and  omnipresent  catch  phrase. 

Simplicity, 

Brevity. 

L.  E.  Waterman  Company 

New  York,  N.  Y.,  “Waterman’s  Ideal  Fountain 
Pen.”  By  L.  E.  Waterman,  President. 

I UEGAN  the  advertising  of  the  Waterman 
Ideal  Fountain  Pen  with  a good  opinion  of 
advertising  and  expecting  good  results.  For- 
tunately, my  first  endeavors  were  with  the 
magazines  with  which  we  secured  good  re- 
sults, but  as  I extended  my  advertising  into 
other  channels  I soon  discovered  that  adver- 
tising fountain  pens  was  very  different  from 
advertising  staple  articles,  and  that  the  prej- 
udice against  fountain  pens  because  of  the 
many  poor  ones  that  had  been  made  and  sold, 
was  difTicnlt  to  overcome  by  means  of  adver- 
tisements. 


Experience  soon  satisfied  me  that  the  maga- 
zines are  our  best  mediums.  I suppose  it  is 
because  they  are  more  largely  read  by  men 
of  affairs,  who  are  able  to  risk  more  money 
on  another  experiment  when  our  advertise- 
ment has  invited  confidence  in  our  pen.  To 
secure  that  confidence  we  have  used  testimo- 
nials from  well  known  people ; have  made 
plain,  honest  statements  of  the  merits  of  our 
pens,  referring  to  any  and  every  user  of  our 
pens,  for  proof ; and  have  always  offered  to 
refund  the  money  if  the  pen  was  not  found 
satisfactory  in  every  respect. 

I have  constantly  changed  the  advertise- 
ments, in  order  that  the  person  who  was  not 
impressed  by  one  statement  might  be  by  an- 
other. But  over  and  above  all  I believe  that 
the  persistency  of  our  advertising  month  after 
month  in  the  good  mediums  has  eventually 
brought  conviction  to  many  people  who  would 
not  have  been  convinced  without  it. 

Although  I have  some  faculty  for  writing 
good  advertisements  I have  employed  adver- 
tising experts,  and  some  of  the  advertisements 
you  have  written  for  me  have  been  largely 
sought  for  reproduction  in  advertising  journals 
to  illustrate  good  advertising. 

We  give  the  same  attention  to  buying  ad- 
vertising that  we  give  to  buying  goods,  in 
order  to  secure  our  money’s  worth  in  quality 
and  quantity.  Could  I begin  again,  with  my 
present  fifteen  3'ears  experience,  I could  save 
money,  and  would  first  select  the  best  medi- 
ums, write  (or  secure)  the  most  practical  and 
pointed  advertisements  describing  our  goods 
and  their  merits,  and  persist  as  we  now  do  in 
keeping  our  advertisements  before  the  public 
through  the  selected  mediums. 

I believe  in  advertising.  It  is  one  wheel 
on  the  coach-and-four  that  we  drive,  but  it  is 
not  the  fifth  wheel. 

I believe  in  the  advertising  expert.  He  is 
the  indispensable  huh  of  the  advertising  wheel. 
I have  employed  a good  advertising  agent 
from  the  beginning,  llis  skill  and  experience 
in  selecting  good  mediums  and  placing  con- 


GRICAT  SUCCJ ASSES 


193 


tracts  economically  adds  strength  and  force 
to  inv  advertising  and  increases  its  value  in 
proportion  to  its  cost,  and  I have  the  repu- 
tation of  spending  much  more  than  I do 
for  it. 

I believe  in  the  advertisement  writer.  lie 
is  the  fellow  that  enlarges  the  wheel  and 
makes  it  roll  farther  with  each  revolution. 

I believe  in  continuous  advertising,  that  the 
wheel  may  always  be  rolling  forward  with  in- 
creasing speed  in  the  road  of  prosperity  that 
leads  to  the  goal  of  success. 

Franklin  Mills  Company 

Lockport,  N.  Y.,  Makers  of  “ Franklin  Entire 
Wheat  Flour  ” and  “ Wheatlet.”  By  Charles 
E.  Dickinson,  President  and  Treasurer. 

We  have  made  advertising  pay  by  first  hav- 
ing for  sale  an  article  of  really  exceptional 
merit  and  of  such  nature  as  would  insure  its 
being  wanted  when  its  qualities,  not  only 
through  our  representations  in  print  but 
through  the  crucial  test  of  actual  and  general 
use,  should  become  publicly  known. 

An  article  whose  intrinsic  excellence  “ blows 
its  own  horn  ” can  hardly  be  advertised  too 
much,  provided  that  the  mediums  chosen  are 
of  like  high  standard,  with  qualities  such  as 
to  assure  the  advertiser  that  they  will  reach  the 
homes  and  eyes  of  the  purchasing  public  and 
command  respect  and  confidence. 

We  are  firm  believers  in  the  extension  and 
judicious  use  of  printer’s  ink.  We  must  not, 
however,  expect  advertising  to  “do  it  all.” 
In  addition  to  the  jealous  guarding  of  the 
quality  of  the  goods,  that  every  user  may 
become  a praiser,  the  public  prints  should  be 
supplemented  by  active  auxiliary  work,  the 
particulars  of  which  will  depend  upon  the 
article  advertised. 

The  advertising,  however,  is,  so  far  as  the 
public  is  concerned,  the  beginning  or  “ enter- 
ing wedge,”  and  the  importance  of  intelli- 
gence and  persistence  in  the  use  of  it  has  not 
been  over  rated. 


iFolian  Company 

New  York,  N.  Y.,  “The  diolian.”  By  H.  B. 

Treinaiiie,  General  Mana|[»er. 

In  a broad  sense  advertising  may  be  classed 
under  two  general  heads  : 

Advertising  to  supply  a demand  ; and 

Advertising  to  create  a demand. 

We  have  had  to  create  a market  for  the 
.^olian.  To  do  this,  it  has  been  necessary 
first  of  all  to  overcome  a widespread  and 
deeply  rooted  prejudice  that  has  long  existed 
against  automatic  musical  instruments. 

Unreasoning  prejudice,  and  most  prejudice 
is  unreasoning,  is  extremely  difficult  to  re- 
move. In  prejudging  the  ^olian  the  average 
person  reasoned  about  like  this  : Mechanical 
music  is  bad  music.  The  ^olian  is  easy  to 
play,  therefore  mechanical.  Being  mechani- 
cal its  music  must  be  bad. 

This  conclusion  arrived  at,  most  people 
declined  to  accept  our  unsupported  word  to 
the  contrary,  and  would  not  take  the  trouble 
to  come  to  see  the  instrument  and  afford  us 
an  opportunity  to  prove  our  claims. 

The  first  step  we  took  toward  overcoming 
this  prejudice  was  to  obtain  the  endorsement 
of  prominent  musicians  for  the  ..diolian.  This 
proved  an  easy  task.  The  instrument  pos- 
sesses artistic  merit  that  the  cultured  musician 
is  quick  to  perceive  and  we  soon  obtained  a 
large  number  of  testimonial  letters  from  men 
and  women  who  stand  at  the  top  of  the  musi- 
cal profession.  Paderewski,  Seidl,  the  De 
Reszke  brothers.  Calve,  Melba,  Nordica,  Ar- 
diti,  and  over  two  hundred  others  have  testified 
to  the  fact  that  the  ^Rolian  is  not  a mechanical 
instrument  but  possesses  artistic  merit  of  a 
high  order. 

Following  on  the  same  line  of  action,  we 
next  endeavored  to  bring  the  yEolian  to  the 
attention  of  the  most  prominent  people  of  the 
world,  with  a view  to  selling  them  instruments. 
Again  we  were  successful,  and  to-day  our 
company  numbers  among  its  patrons  Pope 
Leo  XIII,  Queen  Victoria,  King  Alphonso  of 


194 


FOWLER’S  PUBLICITY 


Spain,  President  Diaz  of  Mexico,  Grand 
Duke  Alexander  of  Russia,  The  Duchess  of 
Devonshire,  and  many  hundreds  of  the  promi- 
nent citizens  of  our  own  country,  Grover 
Cleveland,  Andrew  Carnegie,  J.  Pierpont 
Morgan,  P.  D.  Armour,  A.  J.  Drexel,  Jr.,  etc. 

In  our  advertising  we  have  endeavored  to 
tell  the  simple  truth  about  the  yEolian  in  a 
plain,  straightforward  way.  We  have  em- 
phasized our  claims  for  the  instrument  by  the 
constant  use  of  the  endorsements  and  repeated 
1‘eference  to  our  patrons.  We  have  succeeded 
in  selling  Miolians,  some  of  which  cost  as 
much  as  $750.00  in  almost  all  the  countries  of 
the  world,  to  persons  who  had  never  seen  them 
and  whose  only  knowledge  of  them  was  ob- 
tained from  our  advertisements  and  circulars. 
We  believe  in  good  illustrations. 

Plain  readable  type,  and 
Well  printed  circulars  on  tirst-class  paper. 
We  believe  that  in  advertising  the  best  is  the 
cheapest.  In  considering  a desirable  medium 
the  question  with  us  is  not  can  we  afford  to 
use  it,  but  can  we  afford  not  to  use  it. 

Vacuum  Oil  Company 

Rochester,  X.  Y.  By  Edward  Prizer,  Manager. 

I DO  not  consider  that  my  opinion  can  be  of 
much  value,  as  we  are  not  entitled  to  classifi- 
cation as  general  advertisers.  We  advertise 
to  a limited  extent  by  pamphlets  varying  in 
size  from  primers  of  a few  leaves  to  pamphlets 
of  larger  size  and  more  serious  intention,  these 
pamphlets  being  designed  to  supplement  and 
intensify  the  efforts  of  our  representatives ; 
and  in  this  respect  they  have  proven  advan- 
tageous. Our  last  pamphlet  is  illustrated, 
which  is  a new  departure  for  us,  and,  from  in- 
dications, a wise  one.  We  prepare  all  our 
pamphlets  with  great  care  and  print  them  in 
the  best  possible  manner,  both  as  to  quality  of 
the  paper  and  typographical  work.  I consider 
good  advertising  that  which  creates  upon  the 
reader  a favorable  impression  and  leads  him 
to  consider  the  possible  advantage  to  him  in 


the  thing  advertised.  Effective  advertising, 
therefore,  requires  that  the  standpoint  of  the 
user  of  the  goods  should  never  be  lost  sight 
of,  but  in  point  of  fact  a great  deal,  if  not 
most,  of  the  advertising  is  prepared  wholly 
from  the  standpoint  of  the  seller.  Anxiety  to 
sell,  however,  never  established  a market; 
willingness  to  buy  is  what  creates  a trade. 

Good  advertising  is  difficult  to  prepare. 
Points  that  often  seem  very  strong  to  the  maker 
of  things  appear  weak  to  the  buyer  of  them  ; 
hence  the  value  of  professional  service  in  pre- 
paring advertising,  — some  one  who,  being 
unprejudiced,  is  enabled  to  see  matters  in  right 
perspective,  with  regard  to  the  standpoint  of 
both  the  buyer  and  seller.  I believe  in  the 
value  of  frankness  and  simplicity  of  expres- 
sion, and  understatement  rather  than  overstate- 
ment. Exaggeration  and  boastfulness  being 
common  traits  in  advertising  efforts,  their  op- 
posites are  conspicuous  because  of  their  rare- 
ness. 

I believe  further  that  honesty,  truthfulness, 
and  sincerity  after  all  are  the  fundamentals 
of  good  advertising  and  whoever  puts  the 
most  of  these  attributes  into  his  advertising 
will  have  the  largest  measure  of  success. 

Brown  Shoe  Company 

St.  Louis,  Mo.  By  C.  B.  Abrams,  Manager. 

This  subject  is  one  of  vast  importance, — 
is,  in  fact,  an  art  that  must  be  studied  thor- 
oughly and  with  care  to  produce  the  proper 
results.  I firmly  believe  in  honest  represen- 
tation and  constantly  bringing  our  trade-mark 
before  the  public  in  such  a way  that  the  firm 
will  soon  be  looked  upon  as  a strictly  first- 
class,  honest  house. 

There  are  so  many  methods  of  advertising 
that  unless  great  discretion  is  used  in  singling 
out  the  proper  medium  for  advertising  a cer- 
tain article,  the  money  spent  in  advertising 
is  literally  wasted.  Advertisements  must  be 
attractive  and  to  the  point.  I have  seen  some 
advertisements  that  were  very  well  gotten  up, 


(iREAT  SUCCESSES 


and  ju'rhaps  with  a great  deal  of  study,  but 
they  did  not  convey  anything  further  than 
what  appeared  on  the  face  of  them.  Such 
an  advertisement  is  a total  failure. 

If  an  advertisement  does  not  accomplish  the 
purpose  for  which  it  is  intended  by  creating  a 
demand  for  the  article  advertised,  it  is  utterly 
worthless,  and  the  less  of  this  advertising,  the 
better  for  the  linancial  condition  of  the  lirm. 
On  the  other  hand  advertising  that  is  done  in  the 
proper  direction,  is  sure  to  produce  the  proper 
results,  and  in  many  cases  can  accomplish  a 
creat  deal  more  than  half  a dozen  salesmen. 

O 

It  is  of  primary  importance  to  keep  in  close 
touch  with  the  public,  by  persistently  bringing 
before  its  notice  the  goods  you  wish  to  adver- 
tise ; and  never  make  a false  statement,  as 
this  would  have  a tendency  to  make  the  public 
distrust  your  goods  no  matter  how  good  they 
may  be.  It  is  true  that  there  are  no  laws  or 
regulations  laid  down  for  advertising,  and 
that  experience  in  this  line  quite  often  proves 
expensive.  The  best  way  to  insure  success  in 
this  art  is  to  advertise  prudently,  keep  the 
public  pleased,  and  keep  hammering  away 
with  untiring  energy  until  you  have  brought 
your  goods  into  prominence. 

Great  Northern  Railway 

Montana  Central  Railway,  Eastern  Railway  of 
Minnesota,  “ Pacific  Coast  Line,”  St.  Paul, 
Minn.  By  F.  I.  Whitney,  General  Passenger 
and  Ticket  Agent. 

“To  be  or  not  to  be  ” in  these  days  resolves 
itself  to  the  business  man  into  “ When  and 
how  to  advertise.”  The  “When”  is  easily 
answered  by  saying,  “ All  the  time.”  A rail- 
way has  all  seasons  for  its  own  ; its  trains  run 
week  days,  nights,  and  Sundays  and  it  must 
have  traffic  to  fill  its  freight  and  passenger 
cars.  To  do  this,  it  must  keep  itself  con- 
stantly before  the  public. 

How  to  do  this  effectively  is  a question  rail- 
way men  have  puzzled  their  minds  over  more 
than  over  any  other  single  proposition.  Ex- 


W5 

perts  are  consnlted  who  unanimously  agree  as 
to  “When”  but  differ  on  the  “ I low.”  The 
Great  Northern  Railway  has  more  to  consider 
than  merely  acting  as  a carrier  of  persons  and 
commodities.  It  runs  throimh  larfje  areas  of 
unoccupied  farming,  grazing,  lumbering,  and 
mining  country,  and  the  question  of  settling  it 
is  one  of  absorbing  importance. 

I low  to  reach  the  right  kind  of  people  in  the 
most  expeditious  and  inexpensive  way  is  the 
problem.  It  has  in  its  territory  as  fine  health, 
pleasure,  fishing,  hunting,  and  scenic  resorts 
as  any  on  the  continent.  A varied  class  is  to 
be  reached.  Books  and  booklets,  circulars 
and  flyers,  indeed  a deluge  of  artistic  things 
cover  the  counters  of  every  railway  office,  and 
the  mail  bags  are  burdened  with  them  to  lure 
the  readers  to  this  or  that  “ best  place.”  The 
magazine  pages  are  bejeweled  with  attractive 
displays,  detailing  in  a limited  manner  the 
same  information  that  the  books  do,  until  it 
seems  like  Hobson’s  choice  for  even  the  best 
posted  individuals  to  plan  an  excursion  or  pick 
out  a location. 

Notwithstanding  this  fierce  and  persistent 
competition,  I believe  it  necessary  to  be  in  the 
thick  of  the  fray.  I do  not  believe  in  extrava- 
gance in  either  expenditures  or  words.  Say 
what  you  have  to  say  in  a catchy  and  practical 
style,  and  keep  saying  it.  For  settlers  and 
investors  we  use  class  papers ; agricultural 
publications  for  farmers ; lumber  papers  for 
lumbermen;  for  hunters  and  fishermen,  sport- 
ing papers,  and  so  on ; but  for  the  general 
business,  I think  it  is  essential  to  make  the 
Great  Northern  Railway  and  its  territory  as 
familiar  to  the  public  — forgetful  and  confused 
as  it  is  in  face  of  the  variety  of  projects  and 
opportunities  constantly  forced  upon  its  atten- 
tion— -as  that  “Royal”  preparation  used  in 
the  household  is  to  most  housewives. 

To  do  this,  it  is  necessary  to  keep  3'ourself 
in  all  good  newspaper  and  magazine  mediums, 
and  as  already  said,  “ All  the  time.”  If  our 
line  has  not  fully  advertised  all  the  time,  it 
has  not  been  from  any  lack  of  a desire  to  do  it. 


196 


FOWLER’S  PUBLICITY 


Frank  Presbrey 

New  York,  N.  Y.,  Writer  of  Pamphlets  for  Trans- 
portation Companies. 

My  long  experience  in  preparing  descriptive 
matter,  and  illustrated  advertising  pamphlets 
for  transportation  companies  has  emphasized 
my  original  belief  ; namely  that  a plain  straight- 
forward story  descriptive  of  a journey  over 
the  route,  suitably  and  freely  supplemented  by 
handsome  illustrations,  brings  the  best  returns. 
This  matter  should  be  put  out  in  connection 
with  well  phrased  advertisements  of  suffi- 
cient size  to  allow  of  artistic  treatment  typo- 
graphically. The  best  mediums  for  such 
advertising,  if  it  is  for  trunk  lines  and 
steamship  companies,  are  the  standard  mag- 
azines and  weekly  papers  of  general  circu- 
lation. That  such  advertising  pays  is  beyond 
dispute. 

As  regards  pamphlets  I am  unalterably  of 
the  opinion  that  next  to  their  being  truthful 
they  should  be  artistic  and  handsomely  printed. 
The  issuing  of  a cheap  half-baked  pamphlet 
is  throwing  money  away.  Better  save  it.  I 
believe  advertisements  of  transportation  com- 
panies should  be  terse,  pointed,  and  concise. 
The  literature  should  be  sufficiently  complete, 
both  as  to  text  and  illustrations,  to  create  a 
desire  in  the  minds  of  the  readers  to  personally 
see  the  places  or  points  described. 

National  Bank  of  the  Republic 

Chicago,  111.  By  W.  T.  Fenton,  Cashier  and 
Second  Vice-President. 

I HAVE  wondered  why  I consented  to  write 
an  article  on  something  I know  nothing  about, 
but  since  people  believe  that  those  who  profess 
to  know  all  about  a subject  are  very  apt  to 
know  nothing  about  it,  I conclude  that  I can 
redeem  my  promise  without  violating  anyone’s 
confidence. 

My  ideas  on  the  subject  of  advertising  were 
clothed  with  words  by  Lord  Byron  when  he 
said  : 


“ Really  if  a man  won’t  let  us  know 
That  he’s  alive,  he's  dead,  or  should  be  so.” 

And  I have  no  doubt  that  he  was  thinking  of 
the  following  remark,  made  by  an  eminent 
German  philosopher,  whose  name  escapes  me 
at  this  moment : 

“ Flippity  flop  der  fogel  flies 
So  gaes  der  man  vot  advertise.” 

But  whether  Lord  Byron  was  thinking  or  not, 
makes  very  little  difference  for  he  uttered  a 
truism  that  modern  civilization  recognizes. 

I do  not  project  any  new  thought  when  I 
say  that  the  effect  of  an  advertisement  de- 
pends largely  upon  the  reader.  It  is  more 
uncertain  than  a letter  which  is  said  to  be  the 
most  uncertain  thing  in  the  world,  because  the 
effect  of  a letter  depends,  not  upon  the  writer, 
but  upon  the  receiver  and  upon  his  mood  at 
the  very  moment  he  receives  it. 

The  value  of  an  advertisement  is  ffreatlv 
diminished  by  the  fact  that  there  is  a waste  of 
vital  force  because  we  are  obliged  to  “ tire  all 
over  the  tree  ” when  the  game  is  reall}'  con- 
cealed in  a very  small  part  of  it. 

The  essential  thing  to  consider  in  the  first 
place,  is  how  to  reach  the  greatest  number  of 
people. 

If  a printed  advertisement  is  to  be  worth 
anything,  it  must  reach  those  who  read  ; it 
must  be  written  in  clear  and  forcible  language 
and  it  must  be  well  printed  upon  good  paper 
and  above  all,  it  must  be  dignified  in  tone, 
avoiding  a tendency  to  claim  everything.  The 
advertiser  who  claims  too  much  for  his  wares, 
is  worse  off  than  the  one  who  does  not  claim 
enough,  and  one  who  tells  only  half  the  story 
is  unfair  to  himself ; and  remembering  that  it 
costs  money  to  advertise,  he  must  be  economi- 
cal in  the  use  of  words. 

To  use  the  wrong  one  is  expensive.  For 
this  reason  the  professional  advertisement 
writer  has  come  to  be  a necessity,  because  he 
gives  his  thought  and  time  to  the  concentra- 
tion of  ideas  and  to  molding  them  into  words. 

The  modern  advertising  agent  is  to  the 
business  men  a sort  of  retained  attorney  and 


GREAT  SUCCESSES 


197 


vve  rind  it  prolitable  to  call  him  in  and  avail 
ourselves  of  his  knowledge  of  on?'  business. 

In  these  days  advertising  is  a profession,  and 
not  being  in  the  profession,  I do  not  claim  to  be 
an  expert,  but  I have  discovered  this  much, 
that  about  ninety  per  cent,  of  all  of  the  money 
expended  for  advertising  is  literally  wasted. 

Advertisements  in  special  editions  of  news- 
papers, (which  people  never  read),  in  city 
directories,  catalogues,  programmes,  etc.,  are, 
in  my  opinion,  worth  very  little.  I had  oc- 
casion a few  days  ago  when  I was  being 
pressed  by  a solicitor  to  put  an  advertisement 
in  the  city  directory,  to  make  inquiries  of  eight- 
een men  who  are  using  the  directory  daily  in 
this  office  and  not  one  of  them  could  tell  me 
whose  advertisement  was  on  the  outside  cover. 

What  is  the  lesson  ? 

Business  men  do  not  sit  down  in  the  even- 
ing to  read  the  city  directory,  or  the  handbill 
that  has  been  thrown  under  the  door,  or  the 
circular  that  has  reached  its  destination  by 
many  devious  ways,  but  rather  the  current 
magazine,  or  the  family  newspaper.  The  ad- 
vertising columns  of  the  average  metropolitan 
newspaper  contain  information  valuable  to  the 
business  man  and  the  man  who  does  not  read 
these  is  not  in  touch  with  his  surroundings. 
The  same  is  true  of  the  advertising  pages  of 
the  leading  magazines  which  not  only  contain 
much  information,  but  often  literary  gems ; 
and  since  it  is  the  desire  of  the  advertiser  to 
reach  the  business  public,  he  cannot  ignore 
these  two  avenues  and  must  give  them  first 
place  as  an  aid  to  his  success. 

The  J.  B.  Barnaby  Company 

Providence,  R.  I.,  and  Boston,  Mass.,  Clothiers 
and  Furnishers.  By  G.  W.  Stalker,  Manager. 

Successful  advertising  is  impossible  unless 
founded  upon  truth.  There  can  be  no  com- 
promise on  this  point.  Honeyed  phrases  and 
flowery  expressions  do  not  always  kill,  but  the 
printing  of  visionary  values  and  fanciful  stories 
of  inflated  worth  are  inevitably  fatal.  An  ad- 


vertisement is  either  true  or  it  is  not.  Trust 
the  people  to  quickly  discover  which.  Lin- 
coln’s famous  saying  is  quite  apt  here  : “ You 
can  fool  some  of  the  people  all  of  the  time  — 
all  of  the  people  some  of  the  time  — but  not 
all  of  tbe  people  all  of  the  time.”  To  gain 
and  maintain  the  confidence  of  the  public,  ( i ) 
print  true  statements;  (2)  offer  worthy  mer- 
chandise; (3)  tell  of  it  in  an  entertaining  and 
convincing  way;  and  (4)  have  the  goods 
ready  when  customers  call. 

The  importance  of  this  latter  suggestion 
cannot  be  overestimated.  Nothing  will  quicker 
destroy  the  worth  of  an  advertisement,  or  serve 
to  thoroughly  poison  the  confidence  of  readers, 
than  failure  to  produce  the  goods  when  cus- 
tomers call  for  them.  And  the  mischief  thus 
wrought  may  not  end  there ; the  announce- 
ments of  other  advertisers  would  certainly 
suffer  accordingly,  the  reason  being  obvious. 

Again,  successful  advertising  is  impossible 
without  the  use  of  the  press.  Prompt  results 
are  only  obtained  through  this  channel.  Much 
depends,  though,  on  the  mediums  selected. 
Generally,  the  most  expensive  are  preferable 
because  of  larger  and  better  circulation.  To 
illustrate  — better  a single  column  for  $100  in 
a paper  of  60,000  cirevdation,  than  four  col- 
umns for  $50  in  a paper  of  15,000  circulation. 

Concerning  location  and  display.  It  is  gen- 
erally conceded  that  the  top  of  the  column  is 
first  choice.  There  are  times,  however,  when 
this  exception  is  advisable  ; if  the  advertise- 
ment be,  say  four  columns  wide  and  about 
three  fourths  of  column  long,  to  have  reading 
matter  on  top  instead  of  under  is  a pleasing 
change  and  does  not  weaken  the  advertise- 
ment’s strength  or  effect.  The  claim  is  often 
allowed  that  the  adoption  of  an  exclusive  or 
individual  style  of  display  is  advisable,  but  this 
admission  does  not  destroy  the  value  of  en- 
tirely opposite  methods,  i.  e.,  the  freedom  to 
frame  an  advertisement  as  circumstances,  con- 
ditions and  the  occasion  dictate.  That  “ variety 
is  the  spice  of  life  ” is  as  true  of  advertising  as 
of  anything. 


FOWLER’S  PUBLICITY 


198 

Au  Bon  Marche 

Paris,  France.  Largest  General  Store  in  the 
World.  By  One  of  the  Managers. 

La  publicite  que  fait  notre  maison  revet 
nombre  de  formes,  toutes  aussi  interessantes 
les  lines  que  les  autres,  a nos  yeux.  Nous 
nous  rendons  compte  du  resultat  de  I’ensemble 
de  notre  publicite,  inais  nos  differents  genres  de 
reclame  eu  usage  se  produisant  simultanement, 
il  n’est  pas  possible  d’evaluer  le  rendement 
respectif  de  chaque  genre,  ni,  par  consequent, 
d’apprecier  quel  est  le  meilleur  d’entr’eux. 

Au  surplus,  le  texte  de  nos  annonces  se 
rapporte  toujours  a nos  mises  en  vente  excep- 
tionelles,  puisqu’elles  out  pour  but  d’en  rap- 
peler  la  date  a notre  clientele.  Notre  publi- 
cite est  plutot  uniforme  que  varied,  et  nous 
nous  contentons  de  faire  paraitre  une  annonce 
identique  dans  tons  les  journaux.  A cela 
nous  joignons  aussi  des  affiches  murales  dans 
le  meme  sens.  Celle  est  a peu  pres  notre 
maniere  de  faire  et  nous  ne  pensons  pas  qu’il  y 
ait  la  des  elements  suffisant  pour  apprecier  le 
plus  ou  moins  d’influence  sur  nos  operations 
commerciales. 

(Translation. ) 

The  advertising  done  by  our  house  takes  a 
number  of  forms,  all  equally  interesting  in 
our  eyes. 

We  keep  an  account  of  the  total  results, 
but  as  the  different  advertisements  appear 
simultaneously  it  is  not  possible  to  estimate 
the  value  of  each  kind,  nor,  consequently,  to 
say  which  is  the  most  valuable. 

Our  advertisements  always  announce  our 
special  offerings,  and  the  dates  of  sale. 

They  are  rather  uniform  than  varied. 

We  content  ourselves  with  the  same  an- 
nouncement in  all  the  papers. 

Besides  this,  we  use  some  billboards  making 
the  same  announcements. 

Such  is  our  manner  of  advertising,  and  we 
doubt  if  it  contains  elements  that  would  ap- 
preciably influence  our  business  operations. 


Asbury-Paine  Manufacturing  Com- 
pany 

Philadelphia,  Penn.,  and  Quaker  Novelty  Com- 
pany, Salem,  Ohio,  makers  of  “ Witch-Kloth,” 
and  “ Quaker  Crimped  Crust  Bread  Pan.”  By 
G.  H.  Paine,  First  Vice-President. 

We  aim  to  reach  the  consumers  through 
channels  they  have  confidence  in  and  to  get 
our  goods  as  near  to  them  as  possible.  A 
buyer  for  a dealer  rarely  buys  unless  he  is 
shown  the  article  and  told  by  word  of  mouth 
of  its  merits.  We  find  it  the  same  with  the 
consumer,  for  where  goods  well  advertised 
and  poorly  shown  did  not  sell,  the  same  goods 
well  shown,  and  no  better  advertised,  sold  up 
to  expectations  and  hopes. 

We  spend  our  money  to  get  the  good  show- 
ing and  to  advertise  the  place  of  the  showing. 
How  to  do  this  eveiy  one  knows.  We  con- 
sider a good  showing  to  be  a display  in  charge 
of  an  intelligent  person  at  a place  most  visited 
by  the  people  we  propose  to  reach. 

A careful  investigation  developed  the  fact 
that  not  five  per  cent,  of  our  circulars  reached 
the  consumers,  and  that  not  more  than  two  per 
cent,  of  our  hangers  were  used  — depending 
upon  the  dealer  to  use  them  — unless  we  su- 
pervised the  distribution  and  hanging  or  gave 
some  special  incentive,  other  than  the  profit 
in  the  goods,  to  get  it  done. 

First-class  magazines  and  farm  journals  pay 
us  the  best ; and  pay  splendidly  and  with  cer- 
tainty, if  the  goods  advertised  are  well  shown. 

Earl  & Wilson 

New  York,  N.  Y.  “ E.  & \V.”  Collars  ami  Cuffs. 
By  F.  II.  Wilson. 

Aee  of  our  advertisements  are  brief ; and 
our  writings  likewise. 

Our  advertising  pays  for  the  reason  that 
we  make  the  best  collars  and  cuffs  that  can 
be  produced,  because  we  tell  the  consumer 
that  we  make  them,  and  because  we  keep 


GREAT  SUCCESSES 


199 


before  him  the  fuel  that  our  trade  mark,  “ E.  & 
\V.”  on  either  of  above  mentioned  articles 
means  honesty. 

Given  a staple  article  such  as  we  manufac- 
ture and  no  amount  of  advertising  will  give  it 
a permanent  and  profitable  sale  unless  it  is 
backed  by  merit ; on  the  other  hand,  if  you 
do  not  make  it  known,  it  will  fail  however 
<rreat  the  merit. 

Delaware  and  Hudson  Canal  Rail- 
road 

Albany,  i\.  Y.  Hy  J.  W.  Burdick,  General  Pas- 
senger Agent. 

It  is  so  difficult  for  the  railroad  advertiser 
to  trace  direct  results  that  the  question  of  what 
constitutes  successful  publicity  is  not  an  easy 
one  to  answer.  The  advertiser  of  a proprie- 
tary article  can  answer  the  question  from  his 
standpoint,  but  his  experience  would  be  value- 
less to  an  advertiser  in  other  lines. 

In  the  effort  to  attract  tourist  or  pleasure 
travel,  it  is  necessary  to  appeal  to  the  well-to- 
do  and  cultivated  people.  This,  of  course, 
can  be  done  only  through  the  mediums  of  the 
higher  class,  and  it  would  be  of  more  value 
to  the  advertiser  to  reach  a hundred  persons 
on  Broadway  than  a thousand  people  on  the 
Bowery. 

We  do  not  so  much  expect  to  attract  travel 
directly  through  our  published  advertisements 
as  to  stimulate  inquiry.  If  we  can  arrest  the 
attention  of  the  inquisitive  traveller,  we  have 
accomplished  the  first  half  of  the  desired 
result.  We  hope  that  the  facts  we  place  be- 
fore him  in  detail  through  the  mails  will  ac- 
complish the  other  half. 

The  largest  number  of  inquiries  has  followed 
a costly  reading  notice  in  the  first-class  city 
dailies.  We  have  also  had  fair  results  from 
the  higher  class  of  magazine  advertising, 
which  have  been  more  noticeable  however 
formerly  than  in  late  years. 

In  our  experience  the  percentage  of  inquiry 


traced  to  a given  circulation  of  magazine  ad- 
vertising seven  or  eight  years  ago  was  much 
larger  than  is  the  case  in  these  days  of  ex- 
tremely diffusive  advertising.  Now,  owing 
to  the  constantly  growing  number  of  periodi- 
cals, a reader  hastily  looks  through  half  a 
dozen,  paying  perhaps  no  attention  whatever 
to  the  advertising  pages,  whereas  formerly 
one  or  two  magazines  a month  were  regarded 
as  a luxury,  and  were  carefully  read,  adver- 
tisements and  all. 

As  to  the  construction  of  an  adv'ertisement, 
it  should  be  as  epigrammatic  as  possible  and 
in  good  taste.  Coarseness  and  vulgarity,  no 
matter  how  striking,  repel. 

The  value  of  an  advertising  trade-mark  is 
now  universally  recognized. 

Displayed  in  appropriate  places,  the  artistic 
poster  is  effective,  and  is  growing  in  favor. 

The  public  is  becoming  more  keenly  dis- 
criminative as  between  fact  and  fancy,  and, 
other  things  being  equal,  the  announcement 
will  be  successful  in  the  ratio  of  its  truthful- 
ness. 

A serious  responsibility  attaches  to  an- 
nouncements of  “ The  best  in  the  world,”  etc., 
and  if  the  facts  do  not  bear  out  the  remark- 
able statement,  its  extravagance  will  be  quickly 
punctured. 

There  is  no  more  to  be  gained  by  lying  in 
an  advertisement  than  in  other  business  or 
personal  transactions. 

The  ability  to  a successful  achievement  in 
this  line  implies  not  only  a breadth  of  culture 
on  the  part  of  the  advertiser,  but  a sane 
understanding  of  human  nature  coupled  with 
business  shrewdness. 

Hon.  C.  C.  Warren 

Waterbury,  Vt.,  Maker  of  Highest  Grade  Harness 
Leather. 

My  advertising  has  paid.  I use  the  trade 
papers  to  a limited  extent,  because  they  reach 
my  customers.  I do  not  think  that  trade  pa- 
per advertising  brings  me  direct  returns,  but  I 


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FOWLER’S  PUBLICITY 


am  assured  that  it  is  worth  all  I pay  for  it, 
because  it  keeps  my  name  before  my  custom- 
ers, makes  them  feel  better  acquainted  with 
me,  and  adds  to  the  reputation  of  my  leather. 
Then,  I believe  in  contributing  something 
towards  the  encouragement  of  every  good 
thing,  particularly  when  I derive  benefits  from 
so  doing,  and  the  trade  paper  is  certainly  an 
institution  which  no  trade  can  get  along  with- 
out. The  principal  part  of  my  advertising  is 
done  by  circulars  and  other  printed  matter, 
sent  through  the  mail.  A part  of  this  matter  I 
prepare  myself,  but  the  greater  proportion  of 
it  I secure  by  employing  the  highest  grade 
and  the  highest  priced  business  writers.  I 
furnish  the  draft,  and  the  writer  does  the  rest. 
I do  not  believe  in  spending  nine  tenths  of 
the  money  for  the  printed  matter  and  postage, 
and  only  a small  part  of  it  in  the  preparation 
of  the  matter  which  costs  me  so  much  to  circu- 
late. My  printed  matter  is  very  simple,  and 
often  novel,  and  I seldom  send  out  the  same 
idea  twice.  I talk  quality,  and  furnish  docu- 
mentary proof  of  it.  I do  not  give  the  reader 
so  many  points  that  none  of  them  can  stick 
into  him.  I mail  my  printed  matter  at  regular 
intervals,  and  seldom  let  a lot  of  it  get  cold 
before  another  lot  reaches  the  same  party.  I 
do  not  believe  in  the  over-artistic,  or  in  the  es- 
thetic form  of  advertising,  for  I think  men 
who  work  for  a living  want  the  facts  and  noth- 
ing but  the  facts,  and  that  they  don’t  care 
anything  about  fine  writing  or  long  drawn  out 
argument.  I don’t  sell  my  leather  by  the 
solicitation  of  salesmen,  and  I can  truthfully 
state  that  my  entire  business  has  been  built 
up  by  making  the  best  leather  I know  how  to 
make. 

Manly  M.  Gillam 

New  York,  N.  Y.,  Late  Advertising  Manager  for 
John  Wanainaker,  Pliiladelphia,  Penn.,  In- 
ventor of  the  Gillam-Wananiaker  Style. 

Good  advertising  is  plain,  straightforward 
advertising  ; it  is  earnest,  honest  advertising  ; 


it  is  such  a telling  of  the  story  of  the  thing 
advertised  that  interested  attention  shall  be 
drawn  to  it.  Advertising  is  “ the  crier  on  his 
round,”  only  instead  of  being  but  one  of  him 
he  is  multiplied  to  any  extent  required,  with 
bell  ring  and  call  to  match,  and  a key  for 
every  door.  That’s  it  exactly.  You  can  send 
out  -a  troop  of  great,  burly  criers,  deep  voiced, 
coarse  voiced,  conspicuous  simply  because 
they  are  noisy,  and  attractive  only  to  those  who 
like  such  things ; or  a company  of  fairies, 
delicate,  dainty,  exquisite,  doing  the  work  of 
winning  with  such  grace  that  eveiyone  with 
fine  sensibilities  is  charmed. 

There’s  where  judgment  comes  in.  There’s 
where  experience  holds  a lamp  that  nothing 
else  can  buy.  Everything  from  matter  and 
medium  to  method,  type,  and  make-up  counts 
in  this  consummation. 

The  absurdity  of  some  advertising  is  pain- 
ful to  the  tender-hearted  observer.  Beating  a 
bass  drum  at  an  afternoon  tea  would  not  be 
more  incongruous.  Big  type  is  loud  type  ; it 
is  like  a shout  in  conversation.  If  all  the 
readers  of  a magazine  or  newspaper  were 
reached  at  once  in  a group,  there  might  be 
some  excuse  for  a scream  in  the  advertising. 
But  they  are  not.  As  a matter  of  fact  the 
advertiser  reaches  the  readers  one  at  a time  ; 
has  conferences  with  them  singflv.  There 
should  be  just  enough  variety  in  the  type-tone 
to  avoid  the  dullness  of  monotony. 

Every  advertiser  on  a page  — or  at  once  in 
the  field  of  vision  — is  trying  to  catch  the 
reader’s  eye.  The  “ Ilowd’y  ” or  “ Hi  there  ! ” 
or  the  pleasant  nod  must  be  in  sight  some- 
where — hence  the  catch  line.  It  is  the  salu- 
tation. It  is  the  wave  of  the  hand  or  the  ex- 
clamation to  attract  attention.  Just  as  the 
rowdy  will  be  slangy  as  well  as  loud  in  speech 
so  the  thick  skinned  advertiser  will  be  vulgar, 
familiar,  or  common  in  his  address.  lie  will 
attract  his  own  kind. 

If  a business  is  meant  to  appeal  to  peo- 
ple of  refinement  and  culture  its  advertising 
should  be  of  a quiet,  refined  tone.  That  doesn’t 


(iRKAT  SUCCESS KS 


201 


call  for  dullness  by  any  means.  It’s  just  like 
this : Suppose  yon  were  to  send  out  an  agent 
to  personally  meet  possible  patrons.  If  yon 
did  wisely  you’d  choose  a representative  who 
accorded  with  your  business.  You’d  hardly 
expect  an  ill-smelling,  ill-dressed,  and  alto- 
gether, questionable  character  to  be  welcomed 
in  any  respectable  home.  An  advertisement 
is  an  agent.  It  is  your  business,  or  a phase 
of  your  business  personified.  It  stands  for 
you  or  your  venture  to  every  one  who  reads 
it.  It  should  speak  as  you  would  speak. 

In  these  days  of  sharp  competition  only  the 
real  merits  of  a business  win  permanent  suc- 
cess. I think  there  can  be  no  good  advertis- 
ing that  does  not  tend  to  hold  up  those  merits. 

Attracting  attention  is  not  enough.  Any 
of  the  big  mercantile  houses  of  the  country, 
for  instance,  could  draw  crowds  with  a clown, 
or  with  some  one  throwing  liip-flaps  in  a win- 
dow. But  that  would  hurt  instead  of  help 
their  business. 

Clowning  or  flip-flapping  in  an  advertise- 
ment is  unwise,  unless  that  is  the  sort  of  a 
business  that  is  being  promoted.  A touch 
of  playfulness  I like  — not  much,  not  led  up 
to,  but  unexpected,  like  finding  a nickel  in  the 
vest  pocket  you  know  is  empty. 

If  I have  had  any  unusual  success  as  an 
advertiser  it  is  because  I have  been  very  much 
in  earnest  and  very  much  in  love  with  my 
work.  I hold  that  enthusiasm  is  the  most 
important  qualification  for  an  advertiser. 
Whether  it  is  preaching  a crusade  as  Peter 
the  Hermit  did,  or  firing  the  patriot  heart  as 
Patrick  Henry  did,  or  making  sentiment  as 
we  see  being  done  every  day  all  around  us, 
earnestness,  confidence,  certainty  are  main- 
springs in  that  man’s  or  that  woman’s  mental 
make  up  who  so  sways  the  masses.  They 
make  people  believe  because  they  themselves 
believe.  Their  enthusiasm  fires  the  enthusiasm 
of  others.  Give  me  an  enthusiastic  advertiser 
even  if  his  work  is  a little  jagged,  or  if  it 
limps  on  its  grammatical  feet  now  and  then. 

Enthusiastic  belief  tempered  with  judgment 


and  mellowed  by  experience  is  a large  part  of 
the  equipment  of  the  steadily  successful  adver- 
tiser. 

Fraiico-Americaii  Food  Company 

New  York,  N.  Y.,  “ French  Soiii),”  “ Blooker’s 
Dutch  Cocoa.”  Ify  0.  Biardot,  Treasurer. 

It  would  be  very  hard  for  me  to  say  how 
we  made  our  advertising  pay.  I suppose  by 
looking  after  it,  and  particularly,  by  having 
good  goods  to  back  it  up. 

We  cannot  say  that  we  have  used  one 
medium  more  than  another.  We  take  up 
different  fields  as  we  think  occasion  warrants, 
dying  every  time  we  can  to  do  something 
different  from  what  other  advertisers  do.  A 
medium  may  pay  one  year  and  bring  unsatis- 
factory results  the  next.  For  this  reason  it  is 
difficult  to  advocate  one  more  than  another. 

Richardson  Manufacturing  Com- 
pany 

Worcester,  Mass.,  “Worcester  Buckeye  Mower.” 
By  E.  P.  Curtis,  Secretary. 

The  Worcester  Buckeye  mowers,  rakes, 
and  tedders  are  sold  through  established  agen- 
cies located  in  the  best  farming  centers.  These 
agencies  are  obtained  by  correspondence  and 
by  our  traveling  representatives,  who  visit  the 
leading  towns  regularly.  The  work  of  our 
salesmen  is  supplemented  or  strengthened  by 
a reasonable  amount  of  advertising  in  some  of 
the  best  agricultural  papers,  by  the  circulation 
of  our  catalogue,  and  by  occasional  circulars 
and  typewritten  letters.  We  consider  our 
catalogue  our  principal  method  of  advertising, 
and  we  endeavor  to  procure  one  which  shall 
show  our  machine  in  action.  We  have  entirely 
done  away  with  mechanical  illustrations,  and 
depend  upon  reproductions  of  photographs 
showing  our  machines  doing  just  what  we  say 
they  will  do.  We  believe  that  the  farmer 
does  not  have  time  to  read  long  arguments, 


202 


FOWLER’S  PUBLICITY 


and  that  he  is  not  inclined  to  read  them,  and 
we  are  convinced  that  the  quickest  and  most 
effective  way  to  reach  him  is  through  his  eyes. 
Our  catalogue  is  three  quarters  picture  and 
one  quarter  text.  We  believe  in  making  a 
book  rather  than  a catalogue,  and  we  think 
that  our  catalogue  will  be  preserved  and  read 
even  by  those  who,  for  the  time  being,  may 
think  that  they  prefer  some  other  machine. 
We  circulate  our  catalogues  through  our 
agencies,  and  directly  by  mail,  but  the  bulk 
of  them  reach  the  farmer  throimh  the  regular 
agencies,  or  local  stores.  Our  agricultural 
paper  advertising  we  believe  pays  us,  because 
it  keeps  our  name  before  the  public  and  the 
appearance  of  it  acts  as  the  best  kind  of  an 
introduction  to  those  who  desire  to  become 
our  agents.  We  attribute  our  success  to  mak- 
ing the  best  machines  possible,  and  to  not 
being  afraid  to  tell  the  people  what  we  make ; 
and  we  tell  them  through  spoken  argument 
and  printed  matter. 

Hobron  Drug  Company 

Honolulu,  Hawaiian  Islands.  By  T.  W.  Hobron, 
President. 

A DRUG  store  to  be  successful  must  have 
a good  location.  We  have  the  best  location 
in  this  city,  and  would  probably  have  obtained 
a considerable  business  without  any  adver- 
tising. But  from  our  inception  we  have  been 
advertisers.  We  believe  in  it  fully;  we  think 
that  no  drimuist  in  a town  of  the  size  of  lion- 

c5  O 

olulu  can  afford  not  to  advertise.  If  he  wants 
to  be  at  the  top  he  has  got  to  place  himself 
there.  Advertising  will  do  it  quicker  than 
any  other  method,  provided  the  advertising  is 
of  the  right  sort  and  he  lives  up  to  his  ad- 
vertisements. 

We  are  now  using  the  three  daily  papers 
published  in  English.  We  use  the  native, 
Chinese,  Portuguese,  and  Japanese  papers,  but 
will  confine  this  article  to  our  work  in  the 
English  language.  We  have  a six-inch  space, 
single  column,  preferred  position  on  local  page 


next  to  locals.  We  think  that  this  is  the  best 
position.  Everyone  reads  the  locals.  It  is  a 
waste  of  money  to  take  space  and  be  changed 
around  anywhere  in  the  paper.  IMost  of  the 
time  you  would  have  difficulty  in  finding  your 
own  advertisements.  We  think  that  it  is  an 
advantage  to  have  the  same  position..  The 
people  begin  to  look  for  your  advertisements. 
When  there  is  any  mention  of  the  advertised 
article  in  the  locals,  they  will  look  instinctively 
to  your  space. 

We  have  a small  job  printing  outfit  and  set 
the  copy  in  our  own  office.  We  have  it  set 
exactly  as  we  want.  If  we  are  advertising  a 
blood  purifier  we  write  a series  of  advertise- 
ments on  this  preparation.  We  bring  out 
some  new  point  each  time,  if  we  can.  These 
appear  once  in  each  paper ; then  the  matter  is 
changed.  In  this  way  we  are  able  to  keep 
our  matter  fresh.  Where  there  is  a good  deal 
of  display  advei'tising  in  the  paper,  we  have 
our  matter  set  plain,  and  it  seems  to  stand  out 
because  of  its  plainness.  There  is  more 
chance  of  its  being  read.  We  do  not  make 
our  copy  as  long  as  we  used  to,  preferring  to 
give  extended  information  in  a circular  or 
booklet.  Our  advertising,  as  a rule,  is  devoted 
to  our  own  preparations.  We  sometimes  ad- 
vertise a preparation  for  which  we  are  the 
sole  agents,  but  no  preparation  over  which  we 
have  no  control.  We  prefer  to  build  up  a 
demand  for  our  own  preparations. 

Supplementing  our  newspaper  advertising 
we  use  circulars  and  booklets.  The  latter  are 
the  nicest  form  of  sending  out  information. 
They  are  convenient  for  putting  into  packages, 
to  <xive  to  customers  or  to  use  for  house  to 
house  distribution.  We  try  and  get  some 
kind  of  advertising  matter  in  each  package 
that  goes  out  of  the  store. 

Besides  the  newspapers,  circulars,  and 
booklets,  we  have  used  maps,  posters,  pro- 
grams, clocks,  street  cars,  rulers,  street  signs, 
cards,  time  tables,  score  cards,  etc.  One  of 
the  greatest  nuisances  that  a druggist  has  to 
contend  with  is  the  program  advertising.  We 


GREAT  SUCCESSES 


usoil  to  go  into  the  programs,  but  we  do  not 
have  any  use  lor  them  now.  They  are  a mild 
form  of  blackmail.  We  prefer  to  put  the 
same  money  into  booklets  or  circulars.  As  a 
rule  a program  lasts  but  one  night,  and  is  read 
by  a comparatiyely  small  number  .of  people. 
’W’  e manage  to  keep  out  of  all  the  “ adyertising 
schemes  ” brought  to  us  soliciting  our  patron- 
age. We  are  going  to  have  a line  record  in 
a few  years,  by  staying  out  of  all  “ schemes.” 
No  one  can  accuse  us  of  partiality.  We  re- 
fuse them  all.  In  a small  town  those  who 
come  in  soliciting  adyertisements  for  programs, 
etc.,  are  your  customers,  and  you  feel  that 
you  will  offend  them ; but  make  a firm  deter- 
mination to  stay  out  of  such  mediums,  and 
stick  to  it.  They  will  see  that  you  show  no 
partiality  and  they  will  come  back  to  you  again. 

We  belieye  in  using  cuts.  You  will  find 
that  a cut  of  a pretty  girl  or  an  attractive  child 
will  do  for  almost  everything.  They  seem  to 
add  tone  and  respectability. 

One  of  the  most  useful  and  economical  ad- 
juncts to  our  business  is  our  printing  press. 
With  this  we  are  able  to  do  far  more  circular 
and  booklet  advertising  than  we  otherwise 
could,  owing  to  the  cost  of  having  such  work 
done  outside.  We  find  that  we  are  able  to 
print  most  of  our  labels,  all  our  stationery, 
wrappers,  etc.,  far  cheaper  than  we  could 
have  the  same  done  at  an  outside  printing 
establishment.  We  are  just  completing  a five 
thousand  edition  of  a cook  book  of  over  sixty 
pages  and  cover,  which  was  set  up  and  printed 
in  our  office.  In  this  book  we  have  devoted 
one  page  to  recipes,  the  next  to  convincing  the 
people  of  the  merits  of  our  preparations,  so 
wherever  the  book  is  opened  our  advertise- 
ments will  have  an  equal  chance  with  the 
recipes. 

George  P.  Bent 

Chicago,  111.,  Maker  of  Crown  Pianos  and  Organs. 

I HAVE  made  advertising  pay  by  following 
two  mottoes,  employed  by  two  of  the  leading 


203 

advertising  agencies  of  tlie  country,  namely  : 
“ Keep  everlastingly  at  it,”  and  “ Advertise 
judiciously.”  It  is  an  easy  matter  to  “ keep 
everlastingly  at  it,”  but  it  is  a hard  matter  to 
“ advertise  judiciously.”  There  is,  however, 
a iireat  deal  of  merit  in  both  mottoes. 

I lirndy  believe  in  printer's  ink,  in  all  the 
many  forms  in  which  it  is  employed.  I use 
both  trade  and  general  papers,  high  class 
weeklies  and  magazines,  for  my  general 
advertising  and  then  for  the  special  and  par- 
ticular work,  use  fine  cataloiiues  and  other 
advertising  matter  of  that  sort,  which  is  sent 
to  the  trade  and  to  the  public  wbo  respond  to 
the  general  advertising. 

I believe  that  unless  the  advertising  is  at- 
tractive and  unique,  and  done  in  the  best 
possible  manner,  in  every  form  that  advertis- 
ing is  done,  a large  part  of  the  effects  or  re- 
sults desired  to  be  produced  by  that  advertis- 
ing will  be  lost.  I believe  in  the  best  paper 
and  in  the  best  ink  — excellence  in  every- 
thing that  pertains  to  the  engraver’s  or  print- 
er’s arts.  Good  advertising  consists  in  telling 
clearly,  truthfully  and  persistently,  the  exact 
facts  about  the  goods  advertised.  • 

When  the  advertising  is  judiciously  and 
persistently  done,  following  in  these  lines,  I 
believe  it  will  always  pay ; at  all  events  it  has 
always  paid  me. 

Arthur  E.  Pattison 

New  York,  X.  Y.,  Secretar}’,  Morse  & Rogers, 
Wholesale  Distributers  of  Boots,  Shoes,  and 
Rubbers,  X'ew  York,  N.  Y.,  and  late  Secretar)’ 
of  the  Pope  Manufacturing  Company,  Hartford, 
Conn. 

“ All  Gaul  ” was  “ divided  into  three  parts,” 
and  all  advertising  may  be  divided  into  three 
classes : periodical  advertising,  where  you 
buy  space  from  time  to  time  in  daily,  weekly, 
monthly,  or  other  publications,  and  fill  it  with 
general  or  special  statements  or  announce- 
ments, suited  to  varying  conditions  in  your 
business  ; Jixed  advertising,  consisting  of  your 


204 


FOWLER’S  PUBLICITY 


catalogue,  circulars,  posters  and  other  matter 
which  is  all  your  own,  and  is  constant  in  its 
character,  and  limited  only  by  the  amount  of 
paper,  special  press  work,  etc.,  you  feel  war- 
ranted in  paying  for ; and  free  advertising, 
which  comes  from  “working”  your  papers, 
or  doing  things  which  make  people  talk  about 
you,  without  any  particular  expense  to  you. 
This  last  division  is  what  brought  to  my  mind, 
for  some  reason  or  other,  the  classical  quotation 
with  which  I began.  A whole  book,  and  an 
interesting  one,  might  be  written  about  it  by 
some  of  the  specialists  in  the  art. 

Periodical  advertising  is  of  so  much  value 
and  essential  importance  that  particular  atten- 
tion should  always  be  given  to  it,  and  plenty 
of  advice  about  it  can  be  had  from  those  whose 
experience  has  been  gained  through  the  ex- 
pense of  much  time  and  money,  and  is  worthy 
of  the  most  respectful  attention.  One  point 
about  this  impresses  itself  especially  — the 
buying  of  your  space  is  only  half  the  battle  ; 
the  filling  of  it  with  matter  which  reads 
right  and  looks  right,  is  even  more  im- 
portant. 

But  the  catalogue  interests  me,  for  this  is 
what  tells  the  story  of  you  and  of  your  busi- 
ness. Of  you,  properly,  only  so  far  as  you 
are  a part  of  your  business ; of  the  business 
just  what  it  is  and  all  that  it  is  as  you  want  the 
public  to  know  it  and  to  use  it. 

Whether  you  publish  it  once  a year  or  once 
a month,  in  one  form  or  another,  the  catalogue 
is  the  grown-up  son  of  the  early  circular 
printed  on  one  side  of  a cheap  piece  of  paper, 
announcing  the  man,  his  place  of  business 
and  what  he  did  or  sold  there. 

To-day  that  circular  or  catalogue  is  a more 
or  less  elaborate  article.  Its  form,  size  and 
character  must  be  carefully  calculated  to  its 
particular  purpose,  to  the  class  of  goods  it 
presents,  and  equally  to  the  class  of  people 
who  are  or  whom  you  want  to  make  your  cus- 
tomers. In  this  just  as  much  as  in  buffing 
and  filling  space  in  publications,  you  should 
load  your  gun  according  to  your  game. 


Too  many  men  conclude  hurriedly  that  they 
want  a catalogue,  call  up  their  printer  on  the 
telephone,  send  him  in  a day  or  two  an  un- 
digested lot  of  “copy”  written  on  both  sides 
of  their  regular  letter  paper,  with  some  of 
their  daily  paper  advertisements  thrown  in,  — 
and  trust  to  luck. 

It  is  a good  deal  like  calling  up  your  car- 
penter and  telling  him  to  go  and  buy  you  a 
lot  and  build  you  a twelve  room  house  on  it, 
facing  south  if  it  comes  handy  and  don’t  cost 
any  more. 

Study  this  and  each  feature  of  your  adver- 
tising  just  as  you  study  every  other  point 
about  your  business ; with  a view  to  securing 
the  greatest  possible  effect  and  return  from 
every  minute  and  dollar  you  put  into  it. 

Don’t  say  too  much  about  yourself  — people 
don’t  like  it  in  the  long  run,  and  their  respect 
is  one  of  the  things  that  help  your  business  — 
but  just  enough  to  establish  your  identity,  and 
where  you  are  to  be  found,  and  what  you 
are  doing  there.  Comparative  statements 
showing  the  growth  of  3mur  business,  or  a 
brief  history  of  it,  may  be  interesting  and 
effective. 

The  great  purpose  of  the  catalogue  is  to 
show  what  you  have  to  sell,  and  this  should 
be  done  conscientious!}',  clearly  and  attrac- 
tively. The  statements  should  be  correct,  and 
as  complete  as  you  can  make  them  with  rea- 
sonable brevity,  and  each  point  ought  to  be 
as  distinct  as  you  would  make  it  if  you  were 
personally  explaining  your  goods  to  half  a 
dozen  individuals  whom  you  wish  to  secure  as 
buyers  of  these  goods  and  then  as  regular 
customers. 

The  story  need  not  and  often  should  not  be 
a consecutive  one  or  in  narrative  form.  It  is 
usually  better  to  break  it  iqi  with  effective 
catch  lines,  announcements  of  new  or  leading 
goods,  statements  of  your  regular  terms,  or 
methods  of  doing  business,  your  guarantees 
or  other  special  features,  and  with  illustrations 
and  diagrams  wherever  they  can  be  suitably 
worked  in.  The  majority  of  people  will  take 


(;reat  successes 


205 


ill  more  witli  tlie  help  ol'  u picture  or  explan- 
atory sketch  than  from  any  amount  of  dry 
description. 

Don't  crowd  your  catalo<^ue  too  full  — don’t 
try  to  say  too  much  — make  it  brief  and 
strikiiii^  and  interesting.  ^ cry  few  people 
haye  the  interest  in  or  the  patience  to  learn 
about  your  matters  that  you  haye  yourself  — 
and  you  must  consider  this  in  order  to  catch 
and  hold  their  attention. 

The  style  and  the  expense  of  your  catalogue 
must  depend  upon  the  special  conditions  of 
your  business  and  your  methods  of  handling 
it  — but  it  is  almost  as  easy  to  waste  money 
by  making  it  too  cheap  as  by  making  it  too 
showy  and  e.xpensiye.  Whateyer  its  size,  it 
should  carry  an  impression  of  dignity,  good 
taste,  reasonable  liberality  and  an  effort  to 
make  eyery  feature  a telling  one. 

Don’t  begrudge  the  time  3'ou  put  in  on  it : 
remember  that  it  is  in  a way  3’our  trayeling 
salesman  going  to  tell  3'our  story  to  a thousand 
or  a hundred  thousand  readers  and  to  bring 
them  to  3'ou. 

American  Writing  Machine  Com- 
pany 

Xew  York,  X.  Y.,  Maker  of  the  “ Caligraph  Type- 
writer.” By  John  McCarthy,  Secretary. 

I BELIEVE  that  a direct  and  simple  state- 
ment of  the  facts  carries  most  weight. 

There  is  practically^  no  limit  to  the  yariety' 
of  ways  in  ^yhich  the  excellencies  of  a good 
article  may  be  set  forth. 

As  to  what  constitutes  good  printing,  I con- 
sider the  form  of  an  advertisement  as  im- 
portant as  the  matter. 

The  name  of  the  article  advertised  should 
be  most  prominently  display^ed. 

The  main  idea  should  be  next  in  promi- 
nence. 

In  other  words,  to  borrow  an  expression 
from  the  artist  due  regard  must  be  had  to 
“ values.” 


American  Pin  Company 

Watcrhiiry,  Conn.,  Maker  of  “Puritan  Pius,” 
Brass  (loods.  By  (leorge  A.  Briggs,  Secretary 
and  Treasurer. 

We  have  made  advertising  pay,  and  then, 
again,  we  have  not  made  advertising  pay. 
Part  of  the  lime  our  advertising  seems  to  pays 
and  part  of  the  time  it  seems  to  us  that  it  does 
not  pays  but  we  are  convinced  that  the  bulk  of 
our  advertising  has  paid,  and  that  the  extent  of 
our  business  is  due  in  some  measure,  at  least, 
to  a liberal  use  of  printer’s  ink  in  several  of 
its  forms. 

We  have  used  the  trade  papers,  and  while 
the  returns  have  not  been  direct,  we  are  satis- 
hed  that  the  advertising  was  not  wasted. 

We  have  advertised  very  extensively'  in  the 
leading  magazines  and  other  general  perio- 
dicals, and  we  have  received  as  many^  as 
twenty'-five  thousand  replies  in  a few  months’ 
time. 

W e do  not  know  whether  this  advertising 
paid  us  or  not,  but  we  are  sure  that  it  familiar- 
ized the  public  with  the  name  of  the  Puritan 
Pin,  and  that  some  time  we  must  derive  benefit 
from  it. 

We  have  written  many'  letters  to  dealers 
and  ' to  customers,  and  in  that  way'  have 
created  profitable  inquiry'. 

We  offer  to  furnisb  electrotypes  free  to  any' 
of  our  dealers,  and  will  even  pay'  a part  of 
their  advertising  expenses. 

We  believe  in  liberality',  and  that  the  satis- 
fied customer  is  worth  a dozen  indifferent  ones. 

The  Puritan  Pin  is  the  most  expensive  pin 
made,  and  possesses  a strong  advertising 
feature  in  that  it  cannot  bend.  It  does  not 
come  in  competition  with  the  cheap  pins,  but 
occupies  a class  of  its  own,  and  is  to  the  pin 
business  what  Pears’  Soap  is  to  the  soap 
business. 

We  advertise  the  Puritan  Pin  as  a sort  of 
“leader”  for  our  business,  and  we  occasion- 
ally' advertise  our  brass  and  other  goods  in 
the  trade  papers,  and  by'  printed  matter. 


2o6 


FOWLER’S  PUBLICITY 


Advertising  must  have  paid  us,  because  our 
business  pays  us  and  we  have  always  adver- 
tised* and  shall  continue  to  advertise. 

Fostum  Cereal  Company,  Ltd. 

Hattie  Creek,  Mich.,  Maker  of  “ Postuin  Cereal  ” 
and  Health  Foods. 

Your  request  that  we  tell  you  what  we 
think  constitutes  good  advertising  looks  easy 
to  reply  to,  but  appearances  are  deceitful 
sometimes. 

First,  be  sure  you  have  an  article  of  un- 
doubted merit,  then  ascertain  that  a market 
can  be  made  for  it ; in  other  words,  that  it  is 
an  article  that  is  really  needed  by  the  public, 
then  talk  to  the  people  in  a plain,  common 
sense  manner  about  what  you  have  to  sell. 
Don’t  undertake  to  over-estimate  your  goods. 
Your  point  will  have  greater  weight  with  the 
public  if  you  state  the  facts  in  a simple,  con- 
vincing manner,  without  undertaking  to  un- 
duly urge  them  to  buy  this  or  do  that. 
Above  all  things,  tell  the  truth.  The  read- 
ing  public  are  not  fools,  and  they  are  ex- 
ceedingly quick  to  discern,  and  by  intuition, 
apparently,  uncover  the  liar,  and  to  his  dis- 
advantage. 

I do  not  recall  any  particular  advertisement 
of  ours  that  has  forced  itself  upon  our  notice 
as  being  especially  valuable.  We  use  a con- 
siderable amount  of  solid  matter,  and  are  a 
little  inclined  to  argue  the  case  with  the 
reader.  There  are  a number  of  advertise- 
ment writers  whose  ability  is  based  upon  pure 
artistic  talent. 

Marlin  Fire  Arms  Company 

New  Haven,  Conn.,  “Marlin  Kcpcatini^  Rifles  & 
Revolvers.’’  Hy  C.  F.  Small,  Manager. 

We  believe  that  our  advertising  has  fully 
paid  us  because  it  has  been  a gradual  and 
carefully  developed  growth.  We  have  not 
attempted  to  obtain  universal  pvd)licity  at 
once  and  we  have  not  attempted  to  obtain 


it  at  a rate  beyond  that  which  was  profit- 
able. 

Of  course  we  are  all  looking  for  the  same 
thing,  to  be  so  thoroughly  well  advertised  that 
the  mere  mention  of  an  article  akin  to  the 
goods  we  manufacture  calls  up  our  name,  but 
it  is  not  advisable  to  try  and  acquire  this  fame 
instantaneously,  for  the  expense  would  natu- 
rally be  out  of  all  proportion  to  any  business 
resources  and  then  the  advertisinjj  would  be 
short-lived  in  its  influence  unless  the  same 
pace  was  maintained. 

Everybody  will  admit  that  advertising  gains 
its  value  by  virtue  of  the  time  over  which  it 
has  extended,  assuming  that  a proper  amount 
of  advertising  is  placed  and  kept  continuously 
running.  In  this  way  the  same  publicity  can 
be  obtained  under  gradual  expense,  keeping 
the  same  in  proportion  to  business  returns, 
and  it  will  be  conceded  that  the  advertising 
thus  obtained  will  give  twice  the  returns  in 
proportion  to  the  expenditure,  as  compared 
with  advertising  of  a mushroom  character. 

W e have  pursued  the  policy  of  extending 
our  field  gradually ; each  year  testing  some 
different  class  of  publication  or  a new  style 
of  advertising,  and  as  there  would  be  only  the 
one  new  feature  we  had  a good  key  as  to 
the  returns  brought  in  from  our  additional 
source. 

Thus  in  the  course  of  several  years  we  have 
been  successful  in  investigating  many  differ- 
ent styles  and  varieties  of  publicity  until  we 
have  reached  the  point  where  we  are  now 
able  to  obtain  a fairly  definite  idea  as  to  the 
relative  values  of  various  classes  of  advertis- 
ing. Of  course  what  may  prove  a ^’ery  profit- 
able medium  for  one  business  will  not  for  us 
and  it  has  naturally  required  careful  attention 
to  keep  from  striving  after  a universal  fame 
more  rapidly  than  we  could  conscientiously 
acquire  it. 

We  have  realized  that  business  cannot  live 
without  advertising  while  at  the  same  time 
appreciating  the  fact  that  advertising  cannot 
live  without  business. 


GREAT  SUCCESSES 


207 


A.  0.  Kittredji^e 

New  York,  N.  Y.,  Hiisiiiess  Editor  and  Writer  on 
Hnsiness  and  Advertisinj'. 

liusiNKSs  men  from  tlie  beginning  have 
been  eager  to  use  their  general  business  facili- 
ties as  advertisements.  Goods  are  displayed 
in  show  windows,  and  fine  fronts  are  put  in 
huildings  occupied  for  business  purposes,  not 
because  the  business  requires  architectural 
display,  but  because  the  architectural  display 
will  advertise  the  business.  Factories  many 
times  are  given  an  imposing  appearance,  not 
because  the  work  that  is  done  in  them  re- 
quires stately  structures,  but  because  hand- 
some buildings  favorably  impress  the  public 
with  regard  to  the  enterprise  conducted  there- 
in. 

Business  men  are  prone  to  put  upon  their 
cards  and  upon  their  letter-heads,  and  in  their 
circulars  and  catalogues,  views  of  their  busi- 
ness buildings  and  of  their  factories,  because 
of  their  advertising  value.  The  cage,  it  is 
assumed,  in  some  degree  at  least,  indicates 
the  character  of  the  bird. 

The  business  systems  in  operation  in  the 
store  are  likewise  turned  to  advertising  uses. 
If  a store  railway  or  cash  carrier  plan  is  intro- 
duced in  place  of  cash  boys  or  cash  girls,  the 
new  method  is  at  once  announced  in  a way  to 
attract  public  attention  and  advertise  the  busi- 
ness. When  a large  new  safe  is  brought  into 
the  office  to  replace  the  old-fashioned,  out-of- 
date,  small  affair  that  has  answered  the  pur- 
pose during  the  early  years  of  the  enterprise, 
it  is  likewise  located  in  a manner  to  suitably 
advertise  the  business.  In  fact,  the  further  we 
pursue  the  inquiry,  the  more  we  discover  that 
business  men  delight  to  use  their  business 
facilities  for  advertising  their  business. 

Of  late,  with  the  dev'elopment  in  account- 
ing methods,  the  advertising  value  of  mere 
bookkeeping  is  coming  to  be  recognized. 
Bookkeeping,  however,  is  not  an  attractive 
term,  and  neither  in  the  past  has  the  book- 
keeper been  a popular  man,  nor  is  he  so  at 


present.  Therefore  the  terms  bookkeeper 
and  bookkeeping  do  not  appear  in  this  con- 
nection. With  the  ju’ogress  of  modern  ideas, 
however,  and  the  development  of  modern 
hnsiness  enterprises,  the  bookkeeper  as  he  is 
often  described  in  the  papers,  and  bookkeep- 
ing as  it  is  taught  in  the  schools  and  rellected 
by  the  text  books,  are  fast  passing  away. 
Instead  of  a bookkeeper  we  now  have  the 
“ accountant,”  with  his  staff  of  clerks,  or  the 
“ auditor,”  with  as  many  assistants  as  may  be 
necessary  to  periodically  check  up  the  work 
that  comes  under  his  supervision.  Modern 
business  systems  have  usurped  the  place 
formerly  occupied  by  prosy  bookkeeping,  and 
it  is  the  new  that  is  used  for  the  advertising. 
Cash  registers,  carbon  counter-checks,  sales- 
men’s orders  in  duplicate,  and  so  on  to  the  end 
of  a long  list,  have  taken  the  place  of  the  time- 
honored  blotter  and  day  book  and  journal ; 
and  each  of  these  has  been  found  to  have  a 
large  advertising  value.  The  old  has  passed 
away  and  all  has  become  new,  and  with  the 
new  has  come  the  opportunity  of  using  ac- 
counting facilities  as  advertisements. 

Nor  have  business  men  been  slow  in  acting 
in  this  direction.  The  use  of  accounting  and 
business  methods  for  advertising  purposes  is 
now  to  be  witnessed  on  every  hand.  Signs 
in  store-windows  are  frequently  encountered, 
of  this  kind:  “Come  in  and  examine  our 
business  system,”  or,  “ We  invite  you  to  in- 
spect our  new  plan  of  sales.”  In  the  news- 
papers, announcements  in  such  lines  as  these 
are  at  present  frequently  found  : “ Our  credit 
system  is  second  to  none.” 

x\  constant  increase  in  such  advertising  as 
this  may  be  expected.  Business,  with  respect 
to  the  manner  of  its  records,  is  at  present  in  a 
transition  state.  The  change  that  is  in  prog- 
ress, however,  is  being  very  rapidly  accom- 
plished. That  business  house  which  to-day 
hangs  to  the  accounting  methods  that  were 
current  twenty-live  years  ago,  is  at  the  same 
disadvantage  relatively  as  that  manufacturing 
concern  which  holds  to  the  equipment  of 


2o8 


FOWLER’S  PUBLICITY 


machinery  wliich  was  up-to-date  at  the  same 
period  and  has  ever  since  been  fading  behind. 
A good  system  of  accounting,  adapted  to  the 
needs  of  the  business,  is  found  to  be  just  as 
useful  as  a good  machine  that  has  been 
specially  designed  for  the  production  of  the 
article  of  manufacture  to  which  it  is  devoted. 
Business  men  long  since  learned  to  use  the 
most  modern  and  most  improved  machines  in 
their  factories,  and  of  late  they  are  fast  learn- 
ing in  the  same  way  to  use  the  best  possible 
accounting  and  business  systems  in  their 
offices.  As  they  introduce  new  machinery 
they  use  the  fact  for  advertising  purposes,  and 
very  frequently  they  have  displays  in  the 
trade  papers  of  their  manufacturing  facilities, 
for  the  good  effect  that  such  will  have  upon 
their  customers.  They  even  go  to  fairs  and 
expositions  and  set  up  and  conduct  small 
manufacturing  establishments  for  the  advertis- 
ing advantage  that  such  a display  gives  them. 
A little  later  we  may  expect,  that  in  the  same 
general  way  they  will  demonstrate  their  fit- 
ness to  live  in  the  world  of  competition  by  dis- 
playing in  public  more  or  less  of  their  business 
methods.  There  is  nothing  chimerical  about 
this.  In  fact  it  has  already  been  tried  to 
advantage  in  certain  directions,  and  therefore 
is  likely  to  be  more  and  more  employed  as 
the  years  roll  on. 

Lewando’s  French  Dyeing  and 
Cleansing  House 

Boston,  Mass.  By  W.  L.  Crosby,  Manager. 

The  first  and  most  .necessary  thing  is  to 
have  something  of  real  value  to  advertise. 

There  are  so  many  advertisements  before 
the  public,  which  when  answered  give  no  real 
return  for  the  investment  of  the  customer,  that 
it  seems  to  me  the  first  thing  should  be  to 
give  the  customer  as  much  or  more  than  is 
advertised. 

I think  that  newspaper  advertising  is  the 
most  essential  to  success,  but  the  advertise- 


ment must  be  well  placed,  attractive,  concise, 
and  in  a position  where  it  will  catch  the  eye 
of  the  person  who  is  reading  the  news  of  the 
paper. 

My  opinion  is  that  readers,  as  a general 
thing,  do  not  hunt  for  the  advertisements  in  a 
paper  for  the  pleasure  of  reading  them,  but  if 
an  advertisement  in  some  part  of  it  is  “ strik- 
ing,” that  will  catch  the  reader’s  eyes  and 
induce  him  to  read  the  rest  of  it. 

I feel  that  my  greatest  success  in  advertis- 
ing has  been  to  have  an  attractive  trade-mark, 
and  to  use  that  on  every  possible  occasion.  I 
have  found  that  our  trade-mark  is  well  known 
by  persons  in  all  parts  of  the  United  States. 
It  attracts  children,  which  is  always  a help  to 
advertisers. 

It  seems  most  important  to  advertise  one’s 
business  at  the  time  of  year  when  that  business 
is  the  most  prosperous. 

I know  that  many  firms  advertise  more 
when  business  is  dull,  but  it  is  my  experience 
when  business  is  good  that  it  is  an  indication 
that  your  wares  are  in  demand.  Our  business 
in  particular  comes  in  “ seasons  ” and  it  seems 
to  me  folly  to  advertise  when  business  is  dull. 
Of  course  this  may  not  apply  to  all  kinds  of 
business. 

The  front  pages  and  conspicuous  positions 
in  papers  and  magazines,  while  they  cost 
more,  are  of  much  greater  value  to  the  adver- 
tiser. Newspaper  proprietors  well  know  the 
value  of  position  and  charge  accordingly. 

Circular  advertising  is  a conundrum ! 
Sometimes  a circular  — especially'  when  ac- 
companied by'  some  little  souvenir  like  a 
stamp  or  court-plaster  case,  pencil,  calendar,  or 
some  useful  article  — will  bring  good  returns, 
but  it  is  a question  if  the  same  amount  of 
money  invested  in  newspaper  advertising 
would  not  be  more  profitable.  My'  judgment, 
of  course,  is  gained  from  my'  particular  hue 
of  business  aiul  may'  not  apply'  to  other  kinds, 
but  I think  manv  concerns  waste  dollars  every' 
y'ear  by'  unattractive,  ill-placed  advertise- 
ments. 


(;rkat  successes 


209 


I havi.'  tried  iiianv  dilTerent  ideas  in  settiii*^ 
u]i  advertisements  and  usintj  catch  lines,  cuts, 
etc.,  and  they  all  seem  to  appeal  to  the  differ- 
ent classes  of  persons. 

Our  business  being  almost  entirely  with  the 
wealthier  classes,  needs  concise,  clear,  attrac- 
tive advertising,  and  if  I may  use  the  term,  — 
aristocratic  advertising  ! 

All  advertisers  have  undoubtedly  made 
mistakes,  but  one  can  easily  profit  by  errors. 

I once  had  an  advertisement  in  the  form  of 
a personal  written  letter,  signed  by  a femi- 
nine name,  all  ready  to  send  out,  envelopes 
directed,  etc.,  but  a few  persons  who  received 
them  first  did  not  understand  the  kind  of 
advertising  and  were  offended,  so  I threw  the 
whole  lot  of  letters  into  the  waste  basket  and 
have  ever  since  steered  clear  of  any  such  pit- 
falls. 

Theater  programs  are  on  my  list,  but  I 
think  newspaper  advertising  the  best  of  all. 

By  advertising  and  good  work  I have 
placed  our  business  at  the  head  of  all  similar 
establishments  in  America.  “ Lewando’s  ” is 
a household  word. 

Oueen  & Company 

Philadelphia,  Penn.,  Makers  of  Optical,  Engineer- 
ing, Electrical,  and  Scientific  Instruments.  By 
J.  G.  Gray,  President. 

When  you  first  asked  for  an  article,  I 
cheerfully  consented,  partly,  perhaps,  in- 
fluenced by  the  feeling  that  the  date  of  ful- 
fillment was  a long  way  off ; but  when  your 
request  for  specific  performance  came,  the 
question  arose  in  my  mind,  “ Have  I made 
advertising  pay  ? ” and  I should  willingly  have 
evaded  the  responsibility  of  answering  it. 

True,  we  have  built  up  a large  business. 
This  business  did  not  grow  of  itself.  It  was 
the  result  of  certain  factors,  and  these  factors, 
as  I follow  out  the  line  of  reasoning,  were 
goods  and  letting  the  public  know  of  them. 
Unquestionablv,  therefore,  I am  compelled  to 
admit  to  myself  that  advertising  paid,  taking 


for  granted  tlie  goods,  for  without  a line  of 
goods,  it  goes  witliout  saving  tliat  advertising 
is  useless  ; I mean,  of  course,  a line  of  goods 
wliich  may  reasona])ly  be  e.xpected  to  satisfy 
tlie  public.  But  here  again  I come  upon  a 
link  in  the  relentless  chain  of  advertising 
logic.  In  tlie  first  place  it  would  be  difficult 
to  hit  upon  any  article  used  by  mankind 
which,  in  a nation  of  seventy  millions,  would 
not  be  susceptible  of  large  sale  among  a 
population  of  that  size ; and  secondly,  an 
article  not  perhaps  originally  good  would,  if 
persistently  advertised,  tend  to  a sort  of  auto- 
matic development  through  the  criticism  and 
pressure  brought  to  bear  upon  the  manufac- 
turer by  those  whom  the  advertising  in- 
fluenced, by  a kind  of  reflex  action  producing 
the  goods  desired.  Thus  we  are  thrown  back 
iqoon  advertising  after  all  as  the  principal 
factor  in  the  making  of  a business.  If  this  is 
correct,  then  “ I low  I made  advertising  pay” 
may  be  answered  by  “ I advertised,”  since  all 
advertising  must  pay,  if  one  has  the  capital  to 
hold  out. 

But  I assume  that  what  is  meant  by  your 
inquiry  is  “ what  kind  of  advertising  did  you 
find  profitable?”  in  the  sense  of  relative 
profitableness,  since  money  spent  upon  poor 
advertising,  when  good  advertising  might 
have  been  done  for  the  same  amount,  is,  in 
the  ratio  of  the  poverty  of  the  advertising, 
money  thrown  away. 

How  then  to  do  the  most  profitable  adver- 
tising is  the  question  that  confronts  every 
advertiser.  The  answer  to  this  must  in  large 
measure  depend  upon  the  nature  of  the  articles 
to  be  advertised.  In  our  business,  comprising, 
as  it  does,  a very  great  variety  of  articles, 
man}'  of  which  appeal  to  special  classes  of 
the  community,  such  as  certain  scientific 
instruments  used  technically  in  particular 
manufacturing  industries ; other  instruments 
used  solely  by  educational  institutions ; and 
still  others  appealing  to  the  general  public  ; it 
seemed  in  my  earlier  experience  proper  to 
select  special  mediums  which  might  be  sup- 


210 


FOWLER’S  PUBLICITY 


posed  to  have  the  attention  of  the  special 
classes  of  buyers  to  be  I'eached,  and,  where 
general  mediums  were  selected,  to  advertise 
in  a general  way.  This  plan  I am  convinced 
is  a mistake. 

For  advertising  purposes,  mediums  may  be 
divided  into  two  classes,  that  class  read  by 
men  and  women,  and  that  class  read  chiefly 
by  women.  Such  articles  as  are  used  by 
women  or  are  bought  for  household  use,  I 
have  found  can  be  profitably  advertised  in  the 
latter,  for  women  are  the  buyers  for  the 
family  and  the  house.  Such  advertising  must 
be  specific  and  to  tbe  point,  not  general, — 
the  article  prominently  named,  its  merits  and 
characteristics  briefly  and  attractively  stated. 

In  the  first  class  of  mediums  referred  to, 
that  read  by  men  and  women  in  general, 
comprising  the  popular  magazines,  news- 
papers, etc.,  articles  of  any  kind  can  be 
profitably  advertised  and  perhaps  with  better 
chance  of  coming  under  the  right  eyes  than 
if  advertised  in  particular  trade  papers,  since 
more  men  of  any  given  trade  are  apt  to  read 
a popular  publication  than  even  an  organ  of 
their  particular  business. 

But  here  again,  save  for  the  mere  popular- 
izing of  the  firm  name,  general  advertising 
must  be  regarded  as  a mistake.  A specific 
article  must  be  advertised,  its  particular 
merits  proclaimed  and  insisted  upon,  its  name 
displayed  as  tbe  most  prominent  feature  of 
the  advertisement.  And  of  course,  for  in  this 
every  advertiser’s  experience  bears  out  the 
well-known  dictum,  such  advertising  must  be 
continuous,  persistent,  and  insistent.  All  pub- 
licity is  good  and  we  use  most  kinds  of  it, 
for  special  purposes  generally,  such  as  cir- 
culars, catalogues,  signboards,  etc.,  and  each 
has  its  place,  usually  a supplementary  one, 
but  the  first  and  most  important  medium 
of  advertising  is  the  popular  publications  and 
newspapers,  read  by  the  millions  in  this 
country  as  nowhere  else,  and  carrying  the 
thing  advertised  into  more  minds  than  can  be 
reached  in  any  other  way. 


Morse  & Rogers 

New  York,  X.  Y.,  Wholesale  Distributers  of  Boots, 
Shoes,  and  Rubbers.  By  Daniel  P.  Morse, 
President. 

Whatever  success  has  come  to  us  through 
advertising  has  been  by  having  something 
worth  advertising  and  persistently  advertising 
it. 

William  Barr  Dry  Goods  Company 

St.  Louis,  Mo.  By  Elizabeth  Beverly  Janies. 

We  all  agree  upon  one  point,  that  the  man 
(or  firm)  that  does  not  advertise  will  mourn 
over  losses  instead  of  rejoicing  over  increased 
profits  at  the  close  of  the  fiscal  year,  but 
exactly  what  constitutes  successful  publicitv 
is  as  elusive  as  many  another  of  life’s  still 
enfolded  mysteries. 

Each  signature  affixed  to  a contract  for  so 
many  lines  of  advertising  space  is  a plunge 
in  the  dark  ; it  may  land  the  advertiser  on  the 
topmost  wave  of  prosperity  or  in  the  bank- 
ruptcy courts. 

But  competition  has  made  this  plunge 
imperative,  and,  be  as  careful  as  we  may,  a 
great  deal  must  still  be  trusted  to  luck.  I am 
free  to  confess  that  in  my  own  experience, 
some  of  the  best  results  of  my  work  have 
been  due  to  bappy  accident,  the  result  of  mis- 
understanding my  hastily  written  instructions 
or  the  blunder  of  a printer  unaccustomed  to 
that  particular  line  of  composition,  and  I 
assure  you,  dear  reader,  that  whenever  I 
have  seen  the  advantages  of  such  accident 
I have  been  wise  enough  to  “ O.  K.”  the 
proof  without  a word  of  remonstrance  for  the 
disregarded  instructions. 

We  frequently  hear  the  fact  bewailed  that 
the  newspapers  are  no  longer  vehicles  for  the 
dissemination  of  news,  hut  that  the  news  items 
are  merely  supplementary  to  pages  of  adver- 
tisiim  matter.  Rest  assured  that  this  con- 
dition  is  in  response  to  popular  demaml  or  it 
would  not  exist,  d'hese  advertisements  con- 


c;  R 1C  AT  wS  UCCICSS  ICS 


21  I 


stitute  directories  informing  the  reader  just 
where  certain  goods  can  be  procured,  and  the 
prices  at  which  they  will  be  sold. 

The  man  of  to-day  has  every  moment  of 
his  time  occupied ; the  woman  of  to-day  is 
not  less  busy,  nor  has  she  time  to  go  from 
shop  to  shop,  especially  in  the  larger  cities 
where  distances  are  great,  so  the  paper  is 
referred  to,  a memorandum  jotted  down,  a 
visit  quickly  made  and  the  goods  ordered 
sent  out,  involving  only  a delay  of,  say, 
fifteen  minutes  for  a transaction  that  under 
the  old  system  of  shopping  would  have  taken 
a couple  of  hours. 

In  speaking  of  advertising  methods,  the 
respective  merits  of  display  type,  cuts,  locals, 
etc.,  I shall  have  to  confine  myself  to  theories 
principally.  In  an  experience  of  about  seven 
vears,  five  of  them  have  been  very  pleasantly 
spent  in  my  present  position  as  manager  of 
the  advertising  department  of  one  of  the 
largest  department  houses  in  the  West. 

To  assume  that  its  increasing  business  is 
due  to  my  advertisements  w-ould  be  the 
supremity  of  egotism,  while  to  acknowledge 
that  the  advertising  department  had  not 
been  a factor  in  accomplishing  this  result 
would  cause  the  reader  to  wonder  what  I am 
here  for  at  the  expiration  of  half  a decade. 
As  a rule,  the  advertising  manager  can  write 
only  of  theories,  for,  unfortunately,  there  is 
usually  a power  behind  the  throne  who  has 
his  pet  theories,  and  each  head  of  a depart- 
ment is  pretty  sure  to  have  one  differing  from 
all  the  rest. 

Skilfully  used  display  type  and  cuts  are 
great  attractions,  unskilfully  used  they  add 
enormously  to  the  advertising  expense  ac- 
count. I owe  a large  amount  of  my  success 
to  the  ■wmrk  of  one  of  the  best  artists  in  the 
country,  and  that  his  work  is  appreciated  by 
my  firm  is  proven  by  the  fact  that  I have 
never  had  a bill  for  his  work  questioned  ; but 
I use  cuts  only  for  three  purposes,  viz.,  to 
attract  attention  to  the  entire  advertisement, 
to  draw  attention  to  a special  department,  or 


to  show  exactly  wliat  are  the  goods  to  be 
sold,  and  these  cuts  are  always  original  and 
the  best  that  can  be  made. 

Dealing  as  I do  with  the  heads  of  thirty- 
live  departments,  I make  it  a rule  to  convince 
each  one  of  them  as  soon  as  possible  that  I 
am  here  to  help  them  sell  their  goods,  but, 
being  also  required  to  make  a monthly  report 
of  the  exact  amount  of  space  used  by  each 
department  and  charge  the  expense  to  it, 
whenever  the  requirements  of  one  of  these 
heads  seem  to  me  to  be  excessive  I go  to  him 
and  tell  him  just  what  it  is  costing  him, 
and  ask  if  the  price  paid  for  the  goods,  the 
quantity  he  has  to  sell,  and  the  profit  he  is 
getting,  will  justify  the  use  of  the  space  he 
desires.  Sometimes  the  answer  is  in  the 
affirmative,  often  it  causes  a halt. 

When  notified  of  a special  purchase  I go  to 
the  head  of  the  department  and  ask  “ what 
is  the  story.”  Frequently  I tell  the  public  in 
his  exact  words.  There  is  ahvays  a reason, 
which  purchasers  like  to  know,  why  goods 
are  offered  at  perhaps  a third  less  than  they 
are  advertised  for  elsewhere.  I am  fortunate 
in  being  employed  by  a house  that  allows  no 
misrepresentation . 

Then  wdien  the  story  is  told,  the  goods 
must  be  ready,  exactly  of  the  quality,  exactly 
in  the  quantity,  and  exactly  at  the  price  adver- 
tised, for  by  such  methods  is  the  confidence 
of  the  purchasing  public  w^on  and  held. 

Supplement  these  methods  with  polite  ser- 
vice and  prompt  delivery  in  perfect  condition 
and  there  is  no  earthly  reason  why  any  busi- 
ness conducted  on  these  lines  should  not  show 
a gratifying  increase  at  the  end  of  each  fiscal 
year. 

Enoch  Morgan  Sons’  Company 

New  York,  N.  Y.,  “Sapolio.”  B_v  Artemas 
\Yard,  Manager. 

Its  advertisements  are  man}"  and  varied, 
but  perhaps  the  proverbs  of  Sapolio  have  been 
as  well  received  by  the  public  as  any  other  of 


212 


FOWLER’S  I'UBLICITY 


its  announcements.  It  is  not  easy  to  pro- 
duce and  fully  develop  a good  line  of  adver- 
tising, and  the  preparation  of  these  proverbs 
was  no  exception  to  the  rule. 

The  Broadway  stages  were  still  running  on 
that  thoroughfare  and  an  ingenious  advertis- 
ing agent  sold  me  the  space  on  top  of  the 
doors,  before  I fully  realized  that  the  stages 
had  been  built  in  all  sorts  of  sizes  and  that 
the  spaces  varied  from  three  inches  to  one  foot 
in  depth,  while  the  driver’s  foot-strap  was 
fastened  to  the  door,  sometimes  in  the  center 
and  sometimes  at  the  side.  Here  was  a 
pretty  how-de-do.  Evidently  it  was  necessary 
to  produce  a different  sign  for  each  space. 
The  contract  covered  all  the  stages  on  Broad- 
way. The  space  was  a valuable  one,  the 
price  considerable,  and  this  necessity  of  paint- 
ing separate  signs,  bearing  relation  to  the  size 
and  to  the  location  of  that  interfering  strap, 
greatly  enhanced  the  cost.  My  commercial 
conscience  was  smitten.  W as  I wasting  the 
good  money  of  the  Company?  Would  it  be 
possible  to  make  that  space  pay?  There  are 
many  forms  of  inspiration,  and  what  inspired 
me  in  this  case  was  the  simple  desire  to  turn 
an  unprofitable  transaction  into  a profitable 
one. 

If  the  signs  were  to  be  painted  separately, 
I realized  that  different  readings  would  be  as 
cheap  as  uniform  ones.  I sought  ideas  that 
would  make  a series,  connecting  the  entire 
number  on  some  general  principle.  The 
alphabet  I had  already  used  and  it  was  not 
long  enough  for  this  purpose.  The  idea  of 
using  proverbs  occurred  to  me  and  I set  to 
work  to  see  what  could  be  done.  I soon 
found  that  it  was  a case  of  “ Urink  deep  or 
taste  not  the  Pierian  Spring.”  Observing  a 
rule  to  which  I have  always  adhered,  I made 
no  use  of  Bible  quotations,  and  the  problems 
of  Solomon  were  not  touched.  A collection 
of  several  hundred  wise  sayings  furnished 
half  a dozen  suitable  for  my  purpose.  An 
evening  spent  at  one  of  the  juiblic  libraries 
resulted,  by  the  time  the  doors  were  closed. 


in  securing  a dozen  more.  The  three  hun- 
dred mark  was  far  ahead  and  work  began  in 
earnest. 

For  six  weeks  proverbs  and  proverbial 
literature  were  the  chief  of  my  diet  through  a 
large  part  of  the  day,  and  the  entire  evening, 
late  into  the  night.  Any  little  volumes  which 
I could  lind  were  slipped  in  my  overcoat 
pocket  to  be  marked  as  I rode  in  the  cars  or 
ferries,  and  it  was  strange  reading  that  I did 
at  night,  turning  page  after  page  of  con- 
densed ideas,  limited  to  one  line  and  broken 
with  an  abrupt  change  of  thought  in  the  next. 
The  coarse  saying,  “ You  cannot  make  a silk 
purse  out  of  a sow’s  ear  ” turned  the  mind 
back  to  the  old  New  England  days  of  child- 
hood when  the  pigpen  was  an  object  of  real 
interest,  and  a few  lines  of  other  proverbs 
would  be  carelessly  passed  over  while  the 
idea  developed  into  the  real  intent  of  the  prov- 
erb and  the  mind  was  filled  with  the  thought 
of  how  many  hogs  traveled  on  railroad  trains, 
or  spent  their  impertinent  money  abroad  in 
attempts  to  surprise  better-mannered  Euro- 
peans. Turning  suddenly  far  other  thoughts 
would  arrest  the  attention  and  send  the  mind 
traveling  forward  toward  the  ambitions  of  life, 
or  back  to  the  regrets  and  disappointments  of 
the  past.  It  seemed  impossible,  amid  such 
diverting  tendencies,  to  keep  the  main  end 
positively  in  view,  and  many  a page  had  to  he 
read  a second  and  a third  time. 

The  proverbs  of  Solomon  cover  wide 
ground.  The  proverbs  of  Sapolio  were 
narrowed  down  to  one  subject,  and  it  was 
this  very  narrowing  that  made  the  work  dilFi- 
cult.  Over  four  thousand  pages  of  proverbs 
were  carefully  studied  to  select  three  hundred 
suitable  for  my  purpose.  Every  race  and 
every  tongue  was  made  tributary  to  the  work. 
Missionaries  and  travelers  in  their  lirst  studies 
in  barbaric  languages  are  attracted  by  the 
proverbial  expressions  of  the  people  because 
of  their  force,  their  repetition,  and  their  oft- 
times  evident  connection  with  the  thought  of 
their  own  home  land.  I'ew  people  would 


(iREAT  SUCCESSES 


213 


iiiKiijine  tliat  so  many  proverl^s  exist,  hut 
these  were  sought  lor  in  almost  every  lan- 
guage under  heaven  — Egyptian  and  Abys- 
sinian j)roverbs,  the  shrewd  sayings  ol  the 
Chinese, — which  show  a wonderful  com- 
mercial instinct  and  a deep  knowledge  of  the 
family  relations  and  of  home, — yes,  even  in 
languages  rarely  heard  of,  such  as  the  Tamil 
and  Icelandic.  Students  of  ethnology  lind  in 
the  proverbs  of  the  different  races  the  clearest 
proofs  of  their  real  characteristics,  for  these 
are  the  shrewdest  and  yet  most  intimate  ex- 
pressions of  their  daily  life.  Judged  by  the 
comparison  of  homely  sayings,  it  will  be 
found  that  all  nations  are  of  one  kindred, 
possessing  common  needs,  common  aspira- 
tions, and  seeking  similar  reliefs  from  toil 
and  labor.  As  my  study  of  proverbs  made 
the  world  more  familiar  with  Sapolio,  the 
musty  volumes  of  the  libraries  were  not 
searched  in  vain. 

I have  told  the  story  of  the  production  of 
one  of  the  most  successful  of  my  advertising 
plans  in  order  to  show  that  it  is  hard  work, 
rather  than  wit,  that  wins  in  this  world,  and 
that  good  advertisements  are  not  created 
without  honest  effort. 

It  is  not  necessary  to  write  a long  article  to 
tell  how  advertising  can  be  made  to  pay. 
Three  principles  underlie  the  proper  founda- 
tion of  such  a campaign.  First,  prudence  in 
purchasing  the  space ; second,  care  and 
cleverness  in  preparing  the  copy ; third, 
exactness  in  examining  the  character  and 
circulation  of  the  medium  used. 

These  three  points  can  be  enlarged  upon 
ad  infinitum.  Awful  examples  of  the  final 
result  can  be  shown  where  all  the  effort  was 
thrown  on  prudent  purchasing  and  the  copy 
and  the  circulation  allowed  to  take  .care  of 
themselves.  Equally  terrible  pictures  can  be 
drawn  of  the  young  ad-smith,  whose  vanity 
leads  him  to  neglect  the  prudence  and  exact- 
ness because  he  is  so  pleased  with  the  clever- 
ness of  what  he  has  produced.  And  who  does 
not  know  Mr.  Hard-fist,  who  buys  his  space 


with  sledge-liammer  blows,  and  pavs  briglit 
boys  for  their  clever  copy,  but  is  too  dull,  him- 
self, to  know  the  difference  in  the  cliaracter  of 
the  journals  he  uses  or  to  measure  the  extent 
of  their  circulations? 

London  and  North-Western  Rail- 
way of  England 

London,  England.  By  Chevalier  Csesar  Augustus 
Barattoni,  (leneral  American  Passenger  and 
Freight  Agent. 

“ The  great  art  in  writing  advertisements  is  the  finding 
out  a proper  method  to  catch  tlie  reader’s  eye.” — Addison. 

Advertising  is  an  older  institution  than 
most  people  believe ; it  is  first  mentioned  in 
the  Holy  Scriptures  in  the  Book  of  Ruth, 
fourth  chapter,  fourth  verse  in  the  following 
words  : — 

“And  I thought  to  ADVERTISE  thee,  saying  BUY 
IT  before  the  inhabitants  and  before  the  elders  of  my 
people.” 

Modern  advertising  is  an  art  of  itself  and  it 
has  become  one  of  the  great  necessities  of 
advanced  civilization  in  all  parts  of  the  world. 
From  the  old  time  methods  of  posting  hand 
written  notices  advertising  the  sale  of  farms, 
articles  of  food,  and  other  commodities,  outside 
of  the  village  drug  store,  and  in  more  recent 
years,  on  fences,  rocks,  and  trees,  the  evolu- 
tion has  been  such  that  to-day’s  advertisements 
are  displayed  in  the  best  literary  mediums  of 
the  country,  including  daily  and  weekly 
papers,  magazines,  theatre  programmes,  etc., 
and  not  only  is  the  wording  catchy  and  accu- 
rately edited,  but  in  great  many  cases  articles 
advertised  are  illustrated  in  black  and  white 
or  in  various  colors,  occupving  sometimes  a 
whole  page  of  our  great  dailies  or  Sunday 
newspapers. 

Advertising  by  stereopticon,  electricitv,  or 
by  artistic  painted  signs  on  boards  both  in 
cities  and  on  line  of  railways,  proves  also  to 
be  one  of  the  modern  exigencies  of  com- 
merce. 


214 


FOWLER’S  PUBLICITY 


In  my  several  years’  residence  in  this  coun- 
try I have  had  occasion  to  do  a great  deal  of 
advertisinij  for  the  London  & North-Western 
Railway  Company  which  I have  the  honor  to 
represent  in  North  America,  and  my  experi- 
ence has  invariably  proven  that  not  all  adver- 
tising mediums  are  adapted  to  my  specialty, 
viz.,  foreign  travel. 

In  my  particular  line  of  business  success 
in  advertising  can  only  be  attained  by  making 
a careful  selection  of  well  circulated  daily  or 
weekly  newspapers  and  magazines,  which  are 
likely  to  reach  the  class  of  people  whose  means 
and  station  in  life  permit  them  to  take  periodi- 
cal or  occasional  journeys  abroad,  inserting 
such  advertisements  or  reading  notices  as  will 
appeal  to  their  wants  and  point  out  to  them 
new  fields  of  travel. 

In  addition  to  newspaper  publicity  I have 
also  found  that  by  issuing  thousands  of  artistic, 
illustrated  pamphlets,  maps,  and  quaint  book- 
lets describing  the  scenery  and  setting  forth 
the  inducements  offered  by  our  line,  contain- 
ing also  other  valuable  general  information  of 
use  to  travelers,  that  these  are  invariably  kept 
and  are  fruitful  of  new  and  continued  patron- 
age. 

I think  that  Addison’s  words  from  “ Tatler” 
which  I have  quoted  at  the  head  of  this  paper, 
although  written  in  A.  D.  1710  when  advertis- 
ing was  little  known,  serve  admirably  the  pur- 
pose of  the  advertiser  of  to-day.  I cannot 
therefore  render  a better  service  than  bid  my 
readers  to  follow  his  advice  implicitly. 

Battle  Creek  Sanitarium 

Battle  Creek,  Mich.  By  J.  H.  Kelloi^g,  M.  I)., 
Superintendent. 

We  have  really  not  had  as  much  experience 
in  advertising  as  you  might  think,  especially 
in  newspaper  advertising. 

We  have  never  done  anything  in  this  line, 
that  is,  not  anything  to  speak  of. 

Our  advertising  has  consisted  simply  of  a 
plain  card  issued  in  medical  journals  — an 


announcement  rather  than  an  advertisement. 

We  have  not  depended  upon  our  advertising 
to  draw  patronage,  but  rather  on  the  recom- 
mendations of  our  patrons  and  patients. 

As  regards  our  health  food  business,  we  have 
not  thought  that  our  interests  could  be  verv 
successfully  promoted  by  advertising,  for  the 
reason  that  with  the  exception  of  a few  of  the 
minor  articles  which  we  manufacture,  such 
as  Caramel-Cereal,  Granose,  and  some  of  our 
newest  products,  our  foods  are  of  such  a 
character  that  the  public  are  not  likely  to  be 
interested  in  them,  until  after  they  have  been 
educated  respecting  their  value,  and  advertis- 
ing does  not  afford  space  for  this.  We  find 
the  employment  of  demonstrators  who  go 
from  city  to  city  a more  satisfactory  plan  than 
magazine  or  newspaper  advertising,  although 
more  expensive. 

As  regards  the  Sanitarium,  we  adhere 
strictly  to  the  requirements  of  the  code  of 
medical  ethics,  and  hence  never  advertise  in 
popular  magazines  or  newspapers. 

P.  L.  C.  Shepherd  & Son 

Sydney,  New  South  Wales,  Australia,  Seedsmen 
and  Plant  Merchants. 

Of  course,  the  ideas  about  advertising  are 
as  numerous  and  varied  as  it  is  well  possible 
to  conceive  ; we,  however,  content  ourselves 
by  reducing  them  to  three  classes,  viz  : 

First — -Sensational,  or  blow. 

Second  — Full,  truthful,  and  business-like. 

Third  — Meagre,  or  too  finely  cut. 

First  — Sensational  or  blow  advertisements 
often  have  introduced  into  them  a lot  of  huf- 
foonery,  cuts  of  an  immoral  character,  and 
other  devices  to  attract  attention.  We,  how- 
ever, think  that  such  advertisements  often  fail 
in  their  object,  and  disgust  the  more  respect- 
able classes,  particularly,  for  as  a rule  the 
(piality  of  goods  is  overrated,  so  that  people 
often  rejxard  goods  so  advertised  of  inferior 

o o 

ipiality. 

Second  — Full,  truthful,  and  business-like 


(iRK.Vl’  SUCCESSES 


215 


aclverlisoineiits  I'aiiiv,  I'ullv,  aiul  honestly  de- 
scribe the  matter  placed  before  the  public, 
giving  sutlicient  particidars  to  enable  them  to 
form  a correct  estimate  of  the  matter,  or  thing, 
treated  of.  In  such  advertisements  the  jiublic 
have  confidence,  and  feel  that  they  can  trust 
the  advertiser.  Of  course,  such  advertise- 
ments should  be  well-displayed,  intelligently 
worded,  and  made  attractive  by  adding  a cut 
representhig  the  nature  of  the  business  adver- 
tised. 

And  third,  and  lastly  — Meagre,  or  too 
finely  cut  advertisements,  fail  to  attract  the 
attention  of  the  public,  from  the  fact  that  they 
do  not  sufficiently  set  out  or  describe  the  mat- 
ter, or  goods,  sought  to  be  brought  under 
notice.  Such  advertisements  are  only  glanced 
at,  and  passed  over.  There  is  an  old  adage, 
“ Good  wine  needs  no  stirring.”  So  in  adver- 
tising, it  is  possible  that  the  mere  mention  of 
an  article  may  be  sufficient  to  rivet  attention. 

Cycle  Components  Manufacturing 
Company 

Dunlop  Pneumatic  Tyre  Company,  London,  Eng- 
land, Bicycle  Sundries.  By  A.  J.  Wilson,  Man- 
ager. 

In  the  cycle  trade  mv  object  in  wording 
advertisements  is  to  impress  the  public  with 
the  fact  that  Humber  cycles,  or  Swift  cycles, 
or  Rover  cycles,  or  Dunlop  cycles  (as  the  case 
may  be)  are  the  fastest,  easiest,  and  most 
durable.  It  is  difficult  to  keep  saying  this  in 
different  sets  of  words  week  after  week  ; but 
notwithstanding  the  difficulty  I consider  it  of 
great  importance  to  keep  on  changing  the 
wording  of  my  advertisements,  and  I very 
seldom  let  the  same  advertisement  run  more 
than  two  weeks  consecutively. 

In  England  the  chief  part  of  cycle  or  tyre 
advertising  is  done  in  the  cycling  press. 
Cycling  experts  and  enthusiasts  of  every 
degree  read  one  or  more  of  our  cyxling  papers, 
which  are  written  for  the  everv-day  rider. 


whereas  1 understand  tliat  in  America  }'Our 
cycling  press  is  mainly  intended  for  the  pe- 
rusal of  the  retail  dealers.  Tdie  advertisements 
of  cycles  which  appear  in  the  American 
cycling  press  would  never  do  in  England,  be- 
cause they  are  nearly  always  addressed  to  the 
agent  or  dealer,  and  seem  devoted  to  impress- 
ing the  dealer  with  the  fact  that  he  will  make 
large  prolits  by  handling  certain  makes  of 
wheels.  It  seems  never  to  occur  to  your  ad- 
vertisers that  this  announcement  would  inevit- 
ably suggest  to  the  individual  buyer  and  rider 
of  a bicycle  that  he  would  be  pa3dng  more 
than  the  proper  price  if  he  were  to  buy  such 
wheels.  Here  in  England  we  address  our 
adv^ertisements  to  the  riding  public,  and  such 
addresses  cover  the  ground  including  the 
agents,  because  our  agents  are  all  riders,  and 
keen  enough  to  see  that  an  advertisement  con- 
taining facts  or  arguments  tending  to  make 
people  bu}^  and  ride  certain  wheels,  are  at  the 
same  time  advertisements  which  appeal  to  the 
dealer  or  the  prospective  dealer  in  such  wheels. 

I am  a great  believer  in  appropriate  picto- 
rial borders,  appropriate  and  dignified  catch 
phrases,  and  occasional  artistic  illustrations 
depicting  cjxling  in  its  pleasantest  aspect. 

One  of  m3"  most  successful  forms  of  adver- 
tisements is  the  Dunlop  News,  which  I pub- 
lish about  once  in  two  months.  Copies  of  this 
are  distributed  to  cyclists  all  over  the  British 
Isles. 

Charles  E.  Hires  Company 

Philadelphia,  Penn.,  “ Hires’  Rootbeer.”  By 
Charles  E.  Hires,  President. 

Continued  and  persistent  effort  is  bound 
to  bring  success. 

In  advertising  I believe  that  Newspaper 
work,  with  perhaps  an  occasional  exception, 
is  by  far  the  best  and  most  profitable  adver- 
tising. When  I sa3"  this,  it  is  with  a big  IF, 
because  when  placing  advertisements  in 
Newspapers  and  Magazines  promiscuousH", 
without  regard  to  their  circulation  or  clientage. 


2i6 


FOWLER’S  PUBLICITY 


it  is  a profligate  waste  of  money.  The  first 
and  most  important  step  in  advertising  is  to 
liave  your  advertisements  most  carefully  pre- 
pared, to  say  exactly  what  you  want  to 
express,  to  say  it  in  a way  to  attract  the 
attention  of  the  public,  and  to  say  it  in  the 
least  numher  of  words  possible  that  will  be 
logical  and  convincing,  so  as  to  impress  and 
create  customers  for  the  article  advertised. 

I believe  also  that  an  advertisement  ought 
to  be  changed  every  issue.  I believe  the 
reason  of  the  large  percentage  of  failures  by 
advertisers  is  the  result  of  carelessly  prepared 
and  illy  gotten  up  matter  for  the  advertise- 
ments. After  you  have  prepared  your  adver- 
tisement or  advertisements,  (and  I say  this  is 
the  most  important),  the  next  important  step 
is  to  look  about  you,  and  see  what  mediums 
will  best  serve  your  purpose  in  reaching  the 
clientage  you  wish  as  customers.  Not  only 
this,  but  these  mediums  you  select  should  be 
mediums  whose  circulation  there  would  be  no 
question  about,  not  made  up  of  gift  or  bonus 
enterprise,  but  of  bona  fide  paid  circulation. 
It  is  only  in  this  way  that  an  advertiser  can 
calculate  upon  a certain  basis  fof  his  adver- 
tising expenditures  bringing  specific  results. 

A new  paper  starting  out  for  business  with 
a fictitious  circulation,  and  the  circulation  of 
papers  whose  editors  do  not.  hesitate  to  make 
false  statements  in  regard  to  their  Publication 
are  unknown  factors,  and  are  to  be  shunned, 
because  the  results  are  unknown  quantities, 
and  are  sure  to  bring  disappointment,  and  a 
large  waste  of  money.  I therefore,  consider 
the  keynote  of  good  advertising. 

First: — Well  prepared  matter,  and  pre- 
pared by  experts  as  far  as  possible. 

Second:  — Frequent  changes,  if  possible 
every  issue. 

Third:  — The  adaptability  of  Newspapers 
for  the  people  to  be  reached,  and  an  estab- 
lished publication  of  truthful  circulation. 

For  want  of  time  I will  not  attempt  to  go 
into  the  other  branch  of  advertising  that 
affords  publicity,  because  I feel  that  it  is  too 


large,  and  my  time  too  limited  ; but  what  I 
have  said  is  what  I believe  to  be  the  synopsis 
and  foundation  of  true  advertising,  and  what 
I shall  depend  upon  this  year  almost  exclu- 
sively. 

Brentano’s 

New  York,  N.  Y.,  Publishers,  Booksellers,  Sta- 
tioners, Importers,  and  News-Dealers.  By 
Simon  Brentano. 

The  advertising  of  books  by  retail  mer- 
chants, engaged  in  the  business  of  retail  book- 
selling, is  of  very  slight  consequence  compared 
to  retail  advertisers  in  other  lines  of  business. 

The  elementary  reasons  that  cause  retail 
booksellers  to  refrain  from  more  extensive 
advertising  are  easily  discerned. 

In  the  first  instance,  the  majority  of  pub- 
lishers upon  the  issue  of  new  books  make 
liberal  announcements  in  the  leading  daily 
publications  throughout  the  country,  as  well 
as  in  the  magazines  and  periodicals.  This 
practice  of  book  announcements  on  the  part 
of  the  publishers  is  a firmly  rooted  and  recog- 
nized method  for  publishers  to  make  known 
their  books  to  the  public. 

It  is  assumed  by  publishers  that  those 
interested  in  such  announcements  will  go  to 
the  nearest  hook  stores,  and  make  purchases 
of  books  to  which  they  have  been  attracted  by 
the  publishers’  advertising. 

The  second  point  I would  emphasize  is  the 
fact  that  a retail  bookseller  ■ is  one  of  the  few 
merchants  engaged  in  any  business,  who  does 
not  establish  his  own  price  for  the  goods 
which  he  sells  to  his  customer.  In  every 
instance,  associated  with  the  announcement 
of  the  publishers,  is  indicated  the  price  at 
which  the  book  is  supposed  to  be  sold  by  the 
bookseller,  or  at  which  it  will  be  sent  postpaid 
to  any  address.  To  a large  extent  these  ad- 
vertised prices  are  above  those  demanded  by 
the  retail  bookseller,  the  practice  of  making 
a discount  from  the  advertised  price,  being 
almost  universal. 


( ; R 1^ S UCCIASS RS 


217 


'Fhcse  two  factors,  however,  namely  : tliose 
of  advertising,  and  liaving  a price  allixed  to 
such  announcements  have  caused  many  book- 
sellers to  think  tliat  advertising  is  supeiiluons. 

The  majority  of  booksellers  assume  that 
the  book-buying  public  will  purchase  books, 
having  in  mind  the  advertising  done  by  the 
publishers,  and  having  its  curiosity  aroused 
bv  literary  notices,  and  reviews,  and  will 
come  to  the  book  store  most  convenient. 

As  a matter  of  fact  our  experience  demon- 
strates conclusively  to  us  that  retail  book- 
sellers can  advantageously  advertise  to  the 
exclusion  of  any  and  all  advertising  that  is 
done  by  the  publishers. 

The  immediate  book-buying  public  will 
respond  to  such  announcements  on  the  part 
of  retail  booksellers,  who  advertise  desirable 
books  at  fair  prices. 

The  real  function  of  the  retail  bookseller  is 
to  keep  constantly  in  stock  a thoroughly  well 
selected  list  of  writers,  appealing  to  an  intelli- 
gent class  of  readers. 

The  very  purpose  of  the  retail  bookseller 
to  make  such  a selection  from  the  stocks  and 
new  issues  of  the  various  publishers,  and  to 
assemble  such  a desirable  stock  is  best  served 
by  timely  announcements  of  books ; and  it  is 
unquestionably  the  case  that  advertising  done 
by  retail  booksellers  will  stimulate  and  create 
new  business,  and  will  be  profitable,  if  the 
advertising  is  done  on  correct  lines,  and  if 
the  stock  of  the  bookseller  is  maintained  at 
that  standard  which  is  requisite  in  all  lines 
aiming  at  successful  modern  retailing. 

Raworth,  Schodde  & Company 

Chicago,  111.,  Makers  of  “Wool  Soap.”  By 
Edward  M.  Raworth. 

We  find  it  almost  impossible  to  approximate 
closely  as  to  what  kind  of  advertising  pays  us 
best. 

We,  of  course,  have  been,  and  are  now, 
large  advertisers  in  newspapers,  magazines, 
posters,  bulletin  boards,  etc.,  and  our  method 


has  been  to  atlopt  for  a certain  length  of  time 
certain  mediums  and  then  change  to  otliers. 
For  instance,  after  using  newspaper  work  for 
a length  of  time,  we  have  cut  that  off  and 
taken  up  posting  and  have  then  gone  into 
magazines. 

We  consider  all  first-class  advertising  gooil, 
and  do  not  believe  in  cheap  work  of  any 
description,  and  think  the  best  mediums  the 
cheapest. 

Of  course,  we,  as  well  as  all  other  adver- 
tisers w'ho  manufacture  different  lines  of 
goods  get  in  some  mediums  that  do  not  pay 
us  at  all. 

We  have  found  that  in  order  to  make  adver- 
tising pay,  it  must  be  followed  up  closely 
with  the  very  best  kind  of  work,  such  as 
solicitors,  and  salesmen  wherever  the  goods 
are  advertised. 

In  regard  to  newspapers,  we  do  not  think 
it  pays  to  advertise  in  any  section  of  country 
unless  at  the  time  you  commence  advertising 
you  have  your  agents  placing  goods  in  such 
territory. 

Joseph  Burnett  Company 

Boston,  Mass.,  “ Burnett’s  Flavoring  Extracts.” 

By  Robert  M.  Burnett,  President. 

We  began  advertising  Burnett’s  Extracts 
forty-five  years  ago,  when  we  began  their 
manufacture  and  sale. 

Our  advertising  may  be  divided  into  four 
methods  : 

First  — Representative  and  high-class  mag- 
azines. 

Second — Leading  publications,  reaching 
the  ladies  of  America. 

Third  — Pamphlets,  booklets,  and  other 
printed  matter. 

Fourth — The  best  daily  papers  in  the 
larger  cities. 

Advertising  has  paid  us,  for  in  no  other 
way  could  we  prove  to  the  people  the  quality 
of  our  product  and  create  a demand. 

Our  success  in  business  is  due,  first,  to 


2i8 


FOWLER’S  PUBLICITY 


making  the  best  extract  we  know  how  to 
make,  and  second,  in  telling  people  that  we 
had  it,  and  where  they  could  buy  it. 

Our  many  years  of  advertising  had  con- 
vinced us  that  it  is  as  necessarv  to  tell  the 
people  what  a thing  is,  and  where  they  can 
obtain  it,  as  it  is  to  make  the  thing  in  the  first 
place. 

We  are  continuous  advertisers,  although 
we  occasionally  cut  our  advertising  appro- 
priation, and  start  up  again  within  a few 
months. 

We  believe  in  keeping  our  name,  which  is 
our  trade-mark,  before  the  public,  and  prom- 
inently displayed  in  good  positions  in  the 
publications  reaching  the  better  class  of 
families. 

Sibley,  Lindsay  & Curr 

Rochester,  N.  Y.,  Dr)’  Goods  and  Department 
Store.  By  H.  W.  Bramley,  Manager. 

To  bring  the  store  and  its  wares  continually, 
and  in  a favorable  light,  before  every  possible 
purchaser,  is  the  object  of  our  advertising. 

We  have  a city  of  175,000  inhabitants, 
surrounded  by  a prosperous  farming  com- 
munity and  with  scores  of  thriving  villages. 
This  territory  is  covered,  to  a great  extent,  by 
Rochester’s  four  daily  papers.  There  is 
never  an  issue  of  any  of  these  papers,  on  a 
week  day,  which  does  not  contain  our  adver- 
tisement. To-day,  it  may  be  only  a column  ; 
to-morrow,  three  columns,  and  next  day,  per- 
haps a whole  page,  as  the  case  demands. 

We  don’t  “ manufacture  ” advertising.  In 
a store  of  this  size,  it  is  unnecessary. 

From  day  to  day,  we  give  the  store’s  news, 
as  clearly,  as  tersely,  and  as  attractively  as 
possible.  It  comes  in  just  as  naturally  as  the 
news  of  a day  to  the  city  editor.  The  adver- 
tising manager  is  our  editor.  Every  depart- 
ment head  is  a reporter  on  his  staff. 

In  this  way,  we  make  the  entire  community 
conversant  with  store  “ doings.” 

Exaggeration  is  not  permitted.  We  never 


lead  people  to  expect  more  than  they’ll  find 
when  they  get  to  the  store. 

Our  newspaper  advertising  is  supplemented 
by  personal  letters,  catalogues,  leaflets,  and 
circulars  calling  attention  to  the  special  de- 
partments and  wares. 

So  much  for  outside  the  store. 

The  merchant,  if  he  is  successful,  must  do 
half  his  advertising  within  store  doors  ; per- 
haps more. 

We  aim  to  make  all  comers  “feel  at 
home  ” ; to  inspire  in  them  a sort  of  co-part- 
nership feeling ; to  make  the  store  their 
store. 

Visitors  are  not  solicited  to  buy.  They  are 
free  to  come  and  go  where  they  please.  A 
reception  room  is  provided,  toilet  rooms,  a 
check  room  for  parcels  and  wraps,  a place  for 
purchasing  stamps  and  mailing  letters,  a tea 
room  where  a light  lunch  or  a substantial 
dinner  may  be  had  at  a moderate  price. 

Of  course,  there  are  special  occasions,  such 
as  opening  days,  when  we  aim  to  make  the 
store  particularly  attractive  and  summon  to 
our  aid  flowers,  plants,  birds,  music,  etc. 
Reception  Day  afternoons,  we  usually  serve 
a cup  of  chocolate  and  a wafer  to  the  store 
visitor. 

Our  aim  is  to  make  the  store  at  all  times,  a 
place  where  a man  or  woman  may  spend  five 
minutes  or  as  manv  hours  pleasantly  and 
profitably.  This  w'e  believe  is  successful 
advertising. 

John  Lucas  & Company 

Bhiladelpliia,  I’eini.,  Makers  of  Color,  Paint,  and 
Varnish,  Importers  of  French  and  Geruiau 
Plate  Glass,  and  Manufacturers  of  Sheet  and 
Plate  Glass.  By  John  Lucas. 

As  to  experience,  we  were  educated  in  the 
old  way  of  trying  to  lasso  the  whole  herd  at 
one  throw  by  naming  everything  we  manu- 
factured or  handled  in  every  advertisement 
and  on  every  label. 

Whether  the  change  was  due  to  those  who 


GREAT  SUCCESSES 


219 


sot  the  example  of  originality  in  advertising, 
or  was  borne  of  the  fact  that  we  found  adver- 
tising, “ of  that  kind  ” did  not  pay,  we  have 
no  disposition  to  investigate. 

Onr  present  policy  is  to  first  have  some- 
thing worth  advertising,  something  that  will 
sustain  all  that  we  say  about  it,  place  it  boldly 
before  the  public  eye  “all  by  itself”  with 
brief  descriptive  matter,  suflicient  to  explain 
its  uses,  and  make  the  reader  feel  lonely  with- 
out it,  and  then  to  associate  our  name  with  it 
equallv  as  bold,  so  that  thinking  of  the  article 
or  the  want  suggests  Lucas. 

We  have  found  this  course  the  best  for  our 
business  advertisements. 

Burke,  FitzSimons,  Hone  & Com- 
pany 

Rochester,  X.  Y.,  Dry  Goods  and  Carpets. 

Retrospection  leads  us  to  believe  that 
there  are  dozens  of  elements  tributary  to  suc- 
cessful advertising.  But  to  be  brief  we  would 
say  that  chief  of  these  are  absolute  store 
honesty  and  truthful  narration  of  store  doings 
through  the  daily  press. 

We  think  that  advertising  should  begin  with 
store  management. 

Our  ideal  store  is  one  whose  cardinal  prin- 
ciple is  absolute  honesty  and  whose  reputation 
is  positively  unassailable. 

To  be  known  far  and  wide  for  fair  dealing 
and  honorable  methods  — to  have  a firm  name 
that  is  a synonym  of  wholesome  business  in- 
tegrity — is,  we  believe,  advertising  of  the 
highest  order. 

But  for  creating  lively,  day-in-and-day-out 
interest  in  a store  we  feel  that  the  most  potent 
contributor  is  liberal  use  of  space  in  the  daily 
newspapers. 

We  know  of  no  other  method  by  which 
widespread  publicity  can  be  quickly  obtained. 

We  therefore  think  that  the  enterprising 
storekeeper  should,  to  advertise  successfully, 
publish  daily  descriptions  and  prices  of  such 


goods  as  a good  many  people  are  likely  to 
need.  This  information  about  tlie  store  and 
goods  should  be  as  truthful,  forceful  and 
carry  as  much  weight  with  newspaper  readers 
as  would  a personal  letter  bearing  a front 
rank  linn’s  written  signature. 

Charles  E.  Wright 

Sacramento,  Cal.,  Real  Estate  and  Insurance. 

Truthful  publicity  is  the  delinition  of 
successful  real  estate  advertising. 

Be  truthful  in  your  daily  paper  announce- 
ments and  truthful  in  your  statements  and  you 
will  be  in  the  path  to  success. 

Gus  Lavenson 

Sacramento,  Cal.,  Boots  and  Shoes. 

Newspaper  advertising,  conscientiously, 
judiciously,  and  persistently  conducted  is  the 
surest  and  shortest  way  to  success  for  the 
average  retail  shoe  business. 

It  should  be  continuous.  Spasmodic  ad- 
vertising may  have  been  a benefit  in  some  few 
cases,  but  the  best  results  can  be  obtained 
only  by  everlasting  and  persistent  effort. 

It  must  be  judicious.  This  simple  term 
covers  an  expanse  so  broad  that  columns 
might  be  written  concerning  it  without  ex- 
hausting the  subject.  Write  your  advertise- 
ments forcibly  and  entertainingly.  Avoid  the 
loud  and  mouthy  style  as  a thing  of  evil,  3"et 
at  the  same  time  guard  against  the  too  con- 
servative and  ultra-dignified  style  that  leaves 
an  impression  of  old  fogyism. 

The  jewel  of  good  advertising  lies  some- 
where between  these  two  extremes,  and  the 
most  successful  advertisement  writer  is  he 
who  comes  nearest  to  discovering  its  exact 
location. 

T^'pographical  display  is  also  of  great  im- 
portance. Over-display  in  shoe  store  adver- 
tising is  to  be  as  carefull}'  guarded  against  as 
over-display  in  personal  dress,  both  having  a 


220 


FOWLER’S  PUBLICITY 


tendency  to  create  a suspicion  of  insincerity. 
This  does  not  preclude  tlie  use  of  attractive 
borders,  however  ; on  the  contrary,  these  can- 
not be  too  strongly  recommended.  Clear 
plain-faced  type  only  should  be  used  and  not 
too  great  a variety  of  sizes  in  the  same  ad. 
A striking  headline  in  strong  type  and  hav- 
ing some  direct  relation  to  the  subject  adver- 
tised is  very  efficacious. 

All  of  these  things  count  for  naught  unless 
the  announcement  is  thoroughly  honest  and 
sincere.  No  manner  or  amount  of  advertis- 
ing will  be  of  permanent  value  unless  backed 
by  store  metbods  of  enterprise  and  integrity. 

Advertising  should  be  a reflection  of  store 
methods  and  doings,  and  can  never  be  success- 
ful unless  they  are  such  as  will  bear  the  strong 
light  of  publicity. 

A.  & R.  Scott  Limited 

Glasgow',  Scotland,  Makers  of  “ Scott’s  Midlothian 
Oat  Flour,  Biscuits,  and  Improved  Oat  Cakes.” 
By  John  Lauder,  Managing  Director. 

To  solve  the  problem  of  “ How  to  make 
advertising  pay  ” is  puzzling,  as  in  advertising 
the  truth  of  the  saving  “What  is  one  man’s 
medicine  is  another  man’s  poison,”  is  most 
fully  demonstrated.  Still  there  are  broad 
principles  which  may  guide  all.  In  the  first 
place  : — Have  a genuine  article  possessed  of 
merit ; and  secondly,  employ  only  the  best 
media  for  bringing  it  before  the  consumers. 

The  most  helpful  way  to  ascertain  the  re- 
sult is  by  a regular  abstract  statement  of  the 
media  employed  and  the  amount  spent  in 
advertising,  likewise  showing  the  percentage 
of  advertising  to  sales.  After  the  first  year 
this  will  give  the  best  idea  as  to  tlie  advertis- 
ing media  to  be  continued,  whether  daily, 
weekly,  monthly,  — posters,  or  whatever 
means  may  previously  have  been  used. 

To  advertisers  spending  only  a moderate 
amount  annually  the  best  way  is  to  localize 
the  advertisin<r.  Let  it  l)e  thoroughlv  done 
and  in  such  a way  that  a sure  foundation  may 


be  laid,  and  to  the  article  possessed  of  merit 
it  will  be  certain  that  the  bread  cast  upon  the 
waters  will  be  found  not  many  days  hence. 
Our  experience  is  that  20  times  better  results 
have  been  got  from  employing  first  class 
media  whose  circulation  could  be  relied  upon, 
than  media  the  circulations  of  which  were  not 
obtainable  or  doubtful. 

The  L.  Elkus  Compc^ny 

Sacramento,  Cal.,  Maker  of  Men’s  Furnishing 
Goods.  By  George  W.  Elkiis. 

Successful  adv'ertising  is  the  utilization  of 
the  best  means  of  bringing  before  that  portion 
of  the  people  you  wish  to  reach  the  idea  to  be 
conveyed,  and  in  such  shape  as  will  cause  a 
favorable  impression  to  be  indelibly  written 
on  their  minds. 

It  is  a bringing  of  something  before  the 
public  in  its  best  possible  light  without  mis- 
representation. 

Successful  advertising  is  done  in  manv 
ways,  and  no  set  of  rules  can  govern  it. 

A certain  style  of  advertising  might  be  very 
successful  for  one  purpose,  or  to  reach  a cer- 
tain class,  whereas  it  would  be  utterlv  useless 
for  another,  hence  the  emplovment  of  an  ex- 
pert in  advertising  is  as  a rule  profitable  be- 
cause he  will  save  more  tlian  his  services  in 
avoiding  a waste  of  money,  will  see  where 
advertising  will  do  good,  and  with  something 
of  merit  to  advertise  he  will  do  successful  ad- 
vertising. 

Advertising  is  like  a machine,  for  the  suc- 
cessful running  of  which  every  part  must  be 
true  ami  work  harmoniously. 

Successful  advertising  in  the  retail  business 
is  in  two  forms,  viz : through  publicity  in 
newspapers,  etc.,  and  house  impression. 

They  must  both  be  right  or  no  successful 
advertising  can  be  accomplished,  for  instance, 
entfaue  the  most  successful  writer  of  ads. 

O O 

to  do  your  advertising,  and  he  will  bring 
people  to  your  store,  but  if  your  show  windows 
are  poorly  dressed,  if  your  stock  has  a “back 


GRMVr  SUCCESSES 


2 21 


miinber”  look,  if  your  clerks  are  impolite,  if, 
to  make  a long  story  short,  the  “ house  end” 
of  the  advertising  is  not  attended  to,  success- 
ful advertising  cannot  he  accomplished. 

jaros  Hygienic  Underwear  Com- 
pany 

Xew’  York,  N.  Y.  Rv  Isidore  Jaros,  Vice  Presi- 
dent and  Treasurer. 

In  view  of  the  many  exhaustive  treaties  on 
the  technical  value  of  advertising,  it  would  he 
a faint  effort  on  my  part  to  give  more  than  a 
simple  experience  of  the  good  results  attend- 
ing my  attempts  at  making  the  existence  of 
the  “Jaros  Hygienic  Underwear”  known  to 
the  world. 

My  first  success  to  gain  the  recognition  of 
physicians,  was  by  means  of  medical  journals, 
selecting  the  best  ones  published  by  recog- 
nized publishers  and  under  the  editorship  of 
renowned  scientists.  This  brought  me  in  con- 
tact  with  many  of  the  leading  physicians,  and 
after  gaining  recognition  and  endorsement, 
the  “Jaros  Hygienic  Underwear”  being 
recognized  as  scientific  and  of  great  value  in 
the  treatment  of  certain  diseases,  as  well  as 
a general  protector,  I then  sought  advertising 
to  the  general  public  through  recognized 
mediums,  and  on  a very  much  broader  scale. 

The  kind  of  advertising,  as  well  as  the 
selection  of  mediums  being  all  important,  I 
did  not  hesitate  to  entrust  this  to  an  expert  to 
bring  out  special  features  in  wording  and 
character  of  display. 

I attribute  much  of  the  success  that  we  have 
had  in  further  establishing  a general  knowl- 
edge of  our  underwear  to  the  catching  brief 
wordings  of  our  notices,  arranged  and  worded 
by  this  expert. 

Our  printed  matter  which  was  an  adjunct 
to  this  advertising,  undoubtedly  formed  the 
conclusive  factor  of  this  work,  that  is : the 
advertising  brought  us  before  the  public,  and 
our  further  printed  matter  with  endorsements 


gained  the  public  for  us.  This  advertising 
succeeded  in  making  trade  for  us,  also 
brought  our  line  to  the  notice  of  dealers,  who 
by  force  of  inquiry  from  their  customers, 
found  it  necessary  to  handle  our  goods. 

In  conclusion,  we  beg  to  say,  that  it  is  all 
important  to  be  properly  guided  in  advertising, 
and  to  map  out  a systematic  policy  followed 
out  under  able  direction. 

A specialist,  therefore,  for  this  department 
is  all  important,  and  as  experience  has 
proven:  “ The  best  is  always  the  cheapest.” 

Antlers  Hotel 

Colorado  Springs,  Colo.  By  E.  Barnett,  Pro- 
prietor. 

The  advertising  of  a hotel  in  a resort  city 
like  Colorado  Springs  is  in  my  opinion  a 
special  proposition,  and  I doubt  if  general 
rules  will  apply. 

The  patronage  of  The  Antlers  is  made  up 
of  three  classes  : 

First, — invalids  who  come  to  Colorado 
Springs  attracted  by  its  remedial  climate,  and 
generally  through  the  advice  of  their  physician. 

Second, — tourists,  who  come  at  all  seasons, 
but  particularly  during  the  Summer,  and  for 
whom  the  attractions  are  the  great  scenic 
features  of  the  Pike’s  Peak  region  and  the 
delightful  all-year-round  climate. 

Third, — the  general  traveler  for  business  or 
pleasure. 

In  general,  I have  regarded  the  indirect 
method  as  the  most  effective  for  advertising 
The  Antlers.  Manifestly,  we  could  not  e.xpect 
to  attract  the  invalid  or  the  tourist  from  the 
East  or  Europe  by  the  simple  setting  forth  of 
the  excellence  of  the  hotel,  however  notable 
this  might  be.  The  preeminent  attractions  of 
the  region,  scenic  and  climatic,  must  be  made 
known  ; and  to  do  this  in  an  effective  manner 
requires  the  concerted  efforts  of  the  various 
interests  dependent  for  their  prosperity  upon 
the  tourist  and  invalid  travel.  Recognizing 
this  we  some  years  ago  organized  a Chamber 


222 


FOWLER’S  PUBLICITY 


of  Commerce  which  was  charged  in  particular 
with  the  carrying  on  of  this  work. 

This  institution  has  persistently  and  effec- 
tively advertised  Colorado  Springs  and  the 
Pike’s  Peak  region  together  with  all  its 
various  interests  and  attractions,  and  has  done 
this  broadly  and  impartially  and  quite  inde- 
pendent of  the  support  which  any  particular 
interest  or  institution  might  render.  It  has 
compiled  and  distributed  medical  pamphlets 
appealing  to  the  physician.  It  has  published 
and  sold  at  cost  elaborately  illustrated  books 
designed  to  attract  the  tourist  and  pleasure 
seeker.  It  has  seen  to  it  that  visiting  news- 
paper correspondents  had  every  facility 
afforded  them  for  obtaining  an  adequate  idea 
of  the  attractions  and  advantages  of  the  city 
and  region.  It  has  advertised  judiciously, 
generally  in  the  higher  class  mediums.  It 
has  carefully  replied  to  all  letters  of  inquiry, 
whether  addressed  to  the  Chamber,  or  to  the 
postmaster,  to  city  officials,  or  to  public  insti- 
tutions generally.  It  has  labored  to  bring 
conventions  and  other  large  gatherings  to  the 
city,  and  has  contributed  to  tbe  entertainment 
from  time  to  time  of  notable  and  important 
visitors.  In  general  it  has  labored  for  tbe 
business  interests  of  the  city,  and  has  en- 
deavored in  all  proper  ways  to  spread  abroad 
its  name  and  fame. 

I have  regarded  this  as  the  most  effective 
advertising  that  could  be  done  for  the  city 
and  region,  and  consequently  for  The 
Antlers,  and  hence  have  devoted  to  the  sup- 
port of  this  work  the  larger  share  of  my 
advertisement  appropriation. 

The  most  important  thing  is  to  make  known 
to  the  country  the  preeminent  advantages  and 
attractions  of  Colorado  Springs  and  the  Pike’s 
Peak  region ; and  in  proportion  as  this  is 
successfvdly  accomplished  I may  reasonably 
e.xpect  Tbe  Antlers  to  prosper. 

This  indirect  method  I have  followed  in 
practically  all  my  advertising.  Instead  of 
making  the  hotel  the  principal  feature,  with 
tiresome  descriptions  which  nobody  reads. 


together  with  the  usual  array  of  illustrations 
of  office,  drawing  room,  bridal  chamber, 
dining  room,  kitchen,  and  the  rest,  our  little 
book  is  devoted  to  the  description  and  illustra- 
tion of  the  great  scenic  features  which  have 
made  the  Pike’s  Peak  region  famous  through- 
out the  world.  Incidentally  we  add  that  The 
Antlers  is  the  foremost  hotel  of  the  Rocky 
Mountain  region,  and  we  give  an  idea  of  it 
by  an  illustration  or  two. 

The  theory  is  that  if  the  reader  can  be  in- 
duced to  come  to  Colorado  Springs,  The 
Antlers  will  stand  a very  good  chance  of 
securing  his  patronage.  This  idea  is  carried 
out  in  practically  all  my  advertising,  and  I 
must  believe  it  to  be  a true  one  as  applied  to 
a resort  hotel. 

There  is  another  point  bearing  upon  the 
advertising  of  The  Antlers  to  which  I should 
allude.  From  the  beginning  Colorado 
Springs  bas  been  quite  well  known  abroad, 
and  particularly  in  England,  largely  because 
a great  deal  of  tbe  capital  for  the  building  of 
tbe  Denver  & Rio  Grande  Railway,  for  the 
development  of  Colorado  Springs  and  Man- 
itou,  and  for  the  earlier  development  enter- 
prises in  Central  and  Southern  Colorado 
came  from  England  and  Holland.  English 
and  continental  visitors  to  the  United  States 
have  almost  invariably  included  Colorado 
Springs  in  tbeir  itinerary,  as  have  also  the 
large  number  of  travelers  back  and  forth 
between  India,  Australia,  and  other  of  the 
Colonies.  This  cosmopolitan  stream  that  has 
flowed  through  Colorado  Springs  has  afforded 
splendid  opportunities  for  the  advertising 
both  of  the  city  and  The  Antlers.  Attractive 
literature  placed  in  the  hands  of  these  visitors 
is  carried  literally  to  the  ends  of  the  earth, 
and  what  is  most  important,  to  all  the  great 
health  resorts  both  of  this  country  and  Europe. 
The  result  is  seen  in  the  constantly  increasing 
number  of  foreign  visitors  to  Colorado 
Springs,  and  of  late  in  the  large  interest 
which  foreitrners  have  taken  in  the  gold 
development  at  Cripple  Creek. 


GREAT  SUCCESSES 


Of  advertisinji;  nicdiuiiis,  those  of  the 
hijfhest  class  have  proportionately  the  (greatest 
value  for  a proposition  such  as  The  Antlers. 
I believe  in  a liberal  jiatronage  of  pid')lications 
issued  by  the  railroads. 

Nebraska  Clothing  Company 

Kansas  City,  Mo.  Hy  F.  J.  Tagsart,  Manager. 

I SELDOM  expect  returns  next  day,  or  even 
at  once  in  a week,  but  rather  look  for  steady 
trade.  I try  and  get  a man  to  become  ad- 
dicted to  the  habit  of  looking  for  our  adver- 
tisement daily,  so  that  he  becomes  saturated 
with  the  idea  that  when  he  says  “clothing,” 
it  becomes  natural  for  him  to  say  “ Nebraska 
Clothing,”  and  the  same  way  with  hat,  “ Ne- 
braska Hat”  — and  the  same  with  shoes, 
“Nebraska  Shoes.”  In  fact  I don’t  believe 
advertising  can  build  a business  nowadays 
unless  it  is  backed  up  by  facts  and  values. 

John  Wanamaker 

Philadelphia,  Penn.,  Dry  Goods  and  Department 
Store.  By  A.  A.  Christian,  Manager. 

Eighteen  years  behind  store  counters  and 
in  newspaper  offices  — all  in  the  country"  where 
one  has  to  do  all  parts  of  the  work  — led  me 
to  try  selling  goods  by  telling  of  them  in  the 
newspapers  — and  I succeeded. 

My  first  advertising,  during  the  eighteen 
years’  apprenticeship,  was  for  a store  I had 
an  interest  in,  and  I made  the  advertising 
readable.  In  fact,  the  village  preacher’s  wife 
said  she  read  it  before  she  read  the  marriages 
and  deaths.  The  preacher  read  it,  too.  I 
have  ever  since  written  to  women,  or  in  such 
a way  that  woman  — Nature’s  logician  — 
should  believe  me.  Next,  I advertised  a sale 
of  lots  in  my  town  — just  in  the  same  com- 
mon-sense way  — and  the  sales  during  a three 
hours’  auction  footed  up  $56,000.  The  adver- 
tising cost  $1,200.  I can’t  advertise  a business 
unless  I live  with  it.  I have  few  theories  and 
am  not  a doctrinaire. 


223 

Any  merchant  can  successfully  edit  the 
work  of  the  best  business  writer  on  earth  — if 
the  merchant  is  a success  and  is  honest.  If 
he  lacks  either  recpiisite  he  is  bound  to  bring 
the  writer  to  grief. 

In  store  advertising  success  seems  to  de- 
pend upon  driving  a double  team  — bargains 
and  new  goods.  They  are  equally  hard  to 
handle.  It  requires  the  tact  born  of  honest 
purpose  and  plausibility  — I like  tbe  word 
“logic”  better.  First  time  I tried  to  push 
bargain  goods  in  my  own  store,  tbe  woman  I 
was  waiting  upon  said,  “ My  husband  is  a 
butcher.  He  has  sold  meat  at  less  than  cost 
for  fifteen  years,  and  still  has  kept  bis  family. 
You  talk  as  he  does.”  God  bless  that  woman  ! 
I never  would  have  been  an  entire  success 
without  that  knock-down.  And  still,  I had 
told  her  nothing  but  the  truth.  I had  told 
the  truth  poorly.  I may  blunder  once  in  a 
while,  but  I have  since  handled  many  bar- 
gains successfully,  thanks  to  that  lesson. 

New  goods?  Make  the  reader  anxious  to 
see  them ; don’t  appear  over-anxious  to  sell. 
And  yet,  I wouldn’t  give  much  for  the  store 
that  gets  above  its  business.  I believe  in  neat 
signs  and  price  cards  and  demonstrations,  and 
above  all  in  interested  and  interesting  sales- 
people. A store,  not  a museum,  though  the 
more  a store  because  bright  and  interesting  to 
the  visitor.  That  means  displays  of  goods, 
exhibits  — anything  that  will  attract  the  classes 
of  people  the  merchant  is  best  prepared  to 
supply  with  goods. 

It  is  reasonable  that  a store’s  advertising 
should  be  in  keeping  with  it  — attractive, 
typographically  as  well  as  in  wording.  A 
merchant’s  good  sense  is  better  than  any 
printer’s  experiments.  Very  good  advertis- 
ing matter  has  been  spoiled  by  over-display 
and  ornamentation.  The  advertiser  who  is  a 
merchant,  or  at  least  a successful  salesman,  is 
most  certain  of  success. 

This  is  not  orthodox,  according  to  the  ex- 
pounders of  the  new  science  — so  you  may 
not  care  to  print  it. 


224 


FOWLER’S  PUBLICITY 


John  Brenner 

Sacramento,  Cal.  Furniture,  Carpets,  and  Draperies. 

In  brief,  we  believe  advertising  to  be  suc- 
cessful must  connect  the  seller  with  a possible 
customer. 

When  it  has  clone  this,  it  has  done  all  that 
should  be  expected  of  it. 

The  goods,  the  price,  and  the  salesman 
should  do  the  rest. 

Aliitiknl  Reserve  Fund  Life  Associ- 
ation 

New  York,  N.  Y.  By  F.  A.  Burnham,  President. 

Any  enterprise  that  depends  for  its  success 
upon  the  conhdence  of  the  public  in  its  stability 
and  integrity  must  in  a very  great  measure 
rely  upon  the  newspapers,  which  in  these 
days  are  the  practical  formulators  or  modern 
directors  of  public  opinion. 

Before  assuming  the  duties  of  my  present 
office  it  had  been  suggested  to  me  from  various 
sources  that  in  the  distribution  of  the  advertis- 
ing patronage  of  this  Association  I should 
find  myself  beset  with  importunities  for  orders 
for  advertisements,  to  which  I should  of  ne- 
cessity to  a considerable  extent  be  compelled 
to  yield  because  of  the  possible  harm  that 
might  result  from  refusal. 

I must  confess  that  while  not  giving  these 
suggestions  credence,  I approached  the  sub- 
ject with  some  degree  of  an.xiety. 

It  is  a pleasure,  as  well  as  a public  duty,  to 
here  record  that  the  suggestions  were  utterly 
without  foundation. 

Without  exception  during  the  past  j^ear  the 
reputable  newspapers  of  this  country  have 
been  eminently  fair  in  their  treatment  of  the 
system  of  life  insurance  which  this  Associa- 
tion represents,  of  the  Association  itself,  and 
of  its  present  administration. 

I say  this  having  in  mind  especially  those 
journals  that  are  supposed  to  be  the  advocates 
of  other  systems. 


During  the  past  year  the  Association  has 
purchased  its  advertising  precisely  as  it  has 
bought  its  coal  or  stationery.  It  has  ordered 
what  it  wanted  of  each,  no  more  and  no  less, 
and  has  promptly  paid  for  it. 

The  reputable  newspapers  of  the  land  are 
conducted  upon  broad  and  high  lines  by  men 
of  integrity,  and  the  supposition  that  their 
opinions  are  purchasable  either  by  fear  or 
favor  is  about  as  accurate  as  the  statement 
that  all  lawyers,  members  of  a profession  to 
which  I claim  still  to  belong,  are  necessarily 
dishonest. 

This  Association  must  acknowledge  that  its 
great  progress  and  success,  that  in  fact  what 
it  is  to-day,  is  in  a very  considerable  degree 
due  to  the  press  of  the  country,  and  I am, 
therefore,  a firm  believer  in  the  obligation 
which  rests  upon  this  and  other  similar  in- 
stitutions to  support,  within  proper  limit  of  ex- 
penditure, the  public  press. 

And  I sav  to  the  journalists  that  I care  not 
how  sharp  your  criticism  may  be,  provided  it 
is  honest. 

No  greater  service  can  be  rendered  any 
enterprise  wliich  seeks  public  patronage  than 
fair  criticism  of  its  plans  and  methods,  for  if 
those  plans  and  methods  are  correct,  are 
worthy  of  the  patronage  thev  seek,  their 
merits  and  benefits  will  be  emphasized  to  the 
public  by  fair  criticism  to  an  extent  that 
columns  of  laudation  could  not  produce. 

Chatham  Bank 

Savannah,  Ga.  By  Robert  F.  Bnrdcll,  Cashier. 

I.N  our  line  of  business,  advertising  and  its 
results  are  entirely  problematical.  My  expe- 
rience has  proven  that  personal  acquaintance 
with  the  constituents  and  clients  of  the  Bank, 
carries  more  weight  than  printer's  ink,  it  is, 
of  necessitv,  the  initiative  of  any  scheme  of 
advertising,  in  our  business.  General  reputa- 
tion for  integrity,  reliability,  jiersonal  magnet- 
ism, broad  acquaintance,  general  ju'omptness, 
and  attention  to  business,  in  its  minutest  detail. 


GREAT  SUCCESSES 


225 


secures  tliat  public  conlidence,  wliich  is  essen- 
tial to  successful  banking ; at  the  same  time  a 
reasonable  amount  of  prominence  in  the  bank- 
ing fraternity,  is  always  desirable. 

Advertisements  when  made  should  be  pointed 
and  striking.  The  common  place  advertise- 
ment commands  no  attention.  In  the  bankiim 

o 

journals  or  other  periodicals, the  advertisement, 
if  inserted,  should  carry  with  it  all  the  promi- 
nence that  can  be  given,  otherwise,  it  is  gen- 
erally worthless. 

Our  experience  in  banking  advertisement 
leads  us  to  believe  that  where  parties  have 
been  corresponding  for  many  3'ears  with  each 
other  satisfactorily,  that  no  advertisement  will 
deflect  their  trade,  unless  some  special  induce- 
ment is  offered. 

We  believe  however,  that  if  advertisers  in 
such  periodicals  would  reciprocate  with  their 
co-advertisers,  that  much  good  would  be 
achieved. 

I fear  that  I have  not  given  you  much  advice 
on  this  subject,  as  I am  not  in  my  own  mind 
exactly  satisfied  as  to  how  we  made  advertis- 
ing pay. 

American  Type  Founders’  Company 

New  York,  N.  Y.  By  H.  L.  Bullen,  Advertising 
Manager. 

The  principal  vehicle  of  communication  be- 
tween the  advertiser  and  the  public  is  Type. 

Type  is  to  the  advertisement  what  powder 
is  to  the  cannon  ball.  The  advertisement  may 
be  pointed  in  argument,  solid  in  facts,  and 
symmetrical  in  expression,  and  yet  it  will  not 
hit  the  public  eye  if  projected  in  t^'pe  that  lacks 
energy. 

I do  not  know  when  the  first  advertisement 
was  set  in'  type,  but  that  advertisement  was 
the  seed  from  which  all  colossal,  world-wide 
businesses  developed  ; it  made  them  possible. 
That  advertisement  unlocked  the  gates  of 
commerce,  and  gave  impetus  to  business  ; and 
that  impetus,  gathering  in  force  year  by  year, 
has  put  it  within  the  power  of  a business  man 


to  do  in  one  year  the  work,  and  to  achieve  in 
one  year  the  results,  which  formerly  occupied 
and  rewarded  a lifetime. 

Without  publicity,  great  businesses  are  im- 
possible ; all  businesses  would  be  local.  Type 
and  publicity  go  hand  in  hand.  Type  has 
superseded  the  bell-man.  Without  type,  busi- 
ness would  be  in  the  condition  it  was  in  when 
the  bell-man  did  a community’s  advertising. 
It  is  impossible  to  over-rate  the  influence  of 
Type  on  every  person  and  on  every  enter- 
prise. 

The  invention  of  movable  Type  and  the 
consequent  dissemination  of  knowledge,  gave 
permanence  to  civilization.  Before  that  in- 
vention, civilizations  ai’ose,  declined  and  dis- 
appeared, and  the  records  descend  to  us  by 
merest  accident.  Because  type  was  unknown 
the  arts  and  literature  of  classic  times  were 
handed  down  to  us  in  fragments.  What  has 
been  preserved  is  great,  but  who  can  estimate 
the  grandeur  or  the  value  of  what  has  been 
lost? 

Movable  type  has  made  the  world’s  progress 
cumulative.  What  becomes  known  cannot 
be  lost.  What  is  known  becomes  known  to 
ever3^body. 

This  then  is  our  business  : to  be  the  princi- 
pal manufacturers  of  a powerful  and  benefi- 
cent utility.  Those  who  make  machines  to 
clothe  the  body,  or  artillery  to  destroy  it, 
rank  below  tbe  type  founders,  as  it  is  better  to 
clothe  the  mind  than  the  body,  to  preserve  the 
vital  forces  of  civilization  than  to  destroy. 

We  make  this  utility  ; who  uses  it?  Eveiy- 
body,  for  eveiy  purpose  1 but  commerce  last  of 
all. 

The  art  of  advertising  is  a new  art. 

o 

The  type  founder  who  made  type  first  for 
bookmakers  now  creates  type  fashions  for 
advertisers. 

The  type  founder  who  a few  j^ears  ago 
produced  a new  design  a year,  now  produces 
a new  style  a month. 

Advertisers  clamor  for  change,  for  novelty. 


226 


FOWLER’S  PUBLICITY 


for  individuality,  for  attracting  qualities  in 
type,  and  the  type  founder  has  successfully 
responded.  Here  is  your  weapon,  can  you 
use  it? 

The  advertiser  must  study  type.  The 
necessity  for  such  study  is  made  imperative  by 
the  rapidly  increasing  host  of  those  who  crowd 
the  public  prints  and  strive  therein  by  all  sorts 
of  cunning  devices  to  gain  an  audience  by 
means  of  voiceless  Type. 

It  requires  a high  degree  of  skill  or  educa- 
tion or  intuition  to  set  forth  purse-opening 
propositions  in  Type  which  will  attract  and 
rivet  the  reader’s  attention  among  hundreds 
of  competing  advertisements. 

The  type  founders’  specimen  book  is  des- 
tined to  be  the  chief  work  of  reference  — the 
principal  encyclopaedia — of  the  advertise- 
ment constructors. 

For  the  last  twenty  years,  the  type  foundries 
of  the  United  States  have  outclassed  the  type 
founders  of  all  other  countries  in  the  origi- 
nality of  their  type  designs,  and  American 
type  is  largely  used  abroad,  while  the  foreign 
product  finds  no  sale  in  the  United  States. 

The  fashions  in  type  are  now  originated 
and  established  by  an  organization  of  expert 
artists,  critics,  cutters  and  type  founders 
operating  the  most  famous  type  foundries  in 
the  United  States,  and  known  collectively  as 
the  American  Type  Founders’  Company. 
This  Company  has  catered  successfully  to  the 
varied  requirements  of  advertisers,  and  as  a 
result  all  the  prominent  magazines  and  daily 
and  weekly  papers  are  set  up  in  type  made 
by  it.  Some  of  its  successes  are  recognizable 
by  name  to  almost  all  who  have  to  do  with 
advertising,  few  of  whom  will  acknowledge 
themselves  unacquainted  with  such  type  styles 
as  De  Vinne  in  its  several  variations,  Jenson 
Old  Style,  Columbus,  Florentine  Old  Style, 
Bradley,  Ronaldson,  Satanick,  Lippincott, 
and  Livermore. 

With  a product  which  derives  its  greatest 
value  from  the  design  of  lettering  artists,  no 


great  business  organization  bas  a more  in- 
teresting history  than  the  American  Type 
Founders’  Company.  Its  foundries  are  the 
oldest  established  in  America  — one  has 
entered  upon  its  second  century,  others  have 
existed  half  a century  or  more.  The  Mac- 
Kellar,  Smith’s  & Jordan  Foundry,  The 
Dickinson  Foundry,  and  the  Central  Type 
Foundry,  chief  amongst  its  manufacturing 
foundries,  are  the  leading  foundries  of  the 
world,  and  have  each  done  more  as  separate 
concerns  than  any  foundry  in  Europe  to 
advance  the  art  of  type  making  in  recent 
times. 

When  these  foundries  became  merged  into 
one  compan}"  and  their  several  artists,  critics, 
cutters,  and  type  founders  became  of  one 
family,  with  mutual  interests,  under  one 
control,  conferring  together,  aiding  each 
other  by  suggestions  and  criticism,  the  results 
were  magical.  Each  and  all  surpassed  their 
former  efforts ; with  greater  opportunities 
came  greater  originality,  swifter  production, 
and  better  art.  Each  expert  works  on  those 
lines  which  best  suit  his  individuality.  Thus 
it  came  about  that  while  the  mechanical 
processes  of  the  American  Type  Founders’ 
Company  were  greatly  improved,  still  greater 
progress  has  been  made  in  developing  art  in 
type  designs.  Tbe  American  Type  Founders’ 
Company  has  Prestige,  Power  and  Progres- 
siveness. It  is  a successful  business.  Sepa- 
rately, its  foundries  were  as  ordinaiy  schools ; 
collectively  they  have  developed  into  a veri- 
table University  of  the  art  of  Type  Making. 

The  acknowledged  leadership  in  the  design 
and  manufacture  of  Type  is  the  first  factor  of 
the  success  of  the  American  Type  Founders’ 
Company. 

The  second  is  its  distributing  organization, 
which  covers  the  world.  It  has  Branches  in 
Boston,  New  York,  Philadelphia,  Baltimore, 
Pittsburgh,  Buffalo,  Cleveland,  Cincinnati, 
Chicago,  Milwaukee,  St.  Louis,  Kansas  City, 
Minneapolis,  Omaha,  Denver,  Portland,  San 


( ; R li: AT  S UCCIASS  ES 


227 


Francisco,  and  ajjjencies  in  Toronto,  Montreal, 
Dallas,  Atlanta  ; London,  Melbourne,  Sydney, 
Adelaide. 

The  third  factor,  is  its  system  of  advertis- 
ing. Its  specimen  hooks  are  works  of  art, 
displa3’ing  attractively  the  various  designs  of 
tvpe,  borders  and  ornaments.  These  are 
placed  in  the  hands  of  every  printer.  Its 
rapid  succession  of  novelties  are  presented  to 
its  customers  in  the  most  attractive  styles  of 
printing  ; they  not  only  display  the  type  or 
borders  and  state  their  prices,  but  also  suggest 
the  uses  to  which  the}'  can  he  put  by  the 
printer.  Such  specimens  are  sent  not  only  to 
the  printer,  but  also  to  those  whose  work  is 
expressed  in  type,  and  who  may  therefore  be 
expected  to  influence  the  purchase  of  type. 

These  specimens  are  sought  by  writers  of 
advertisements,  by  merchants  who  understand 
the  desirability  of  having  their  advertisements 
set  in  distinctive  styles  of  type,  or  with 
borders  dissimilar  to  those  used  on  the  publi- 
cation in  which  they  buy  space,  and  by  pub- 
lishers who  know  that  one  of  the  best  methods 
of  retaining  and  increasing  their  clientage  of 
advertisers  is  to  properly  display  the  adver- 
tisements of  their  customers.  The  Company 
is  a liberal  advertiser  in  all  trade  journals 
appealing  to  printers,  publishers  and  adver- 
tisers. As  its  product  is  the  common  vehicle 
of  publicity,  it  favors  discussion,  study,  com- 
parison, criticism,  and  progress  in  all  matters 
relating  to  typography.  It  advertises  directly 
to  a comparatively  small  class,  but  indirectly 
to  a rapidly  increasing  public,  composed  of 
those  who  build  up  great  businesses  with  the 
aid  of  advertising. 

Metropolitan  Bicycling  Company 

New  York,  N.  Y.  Teaching,  Riding,  Renting, 
Selling.  By  M.  L.  Bridgman,  Secretary  and 
Treasiuer. 

Ix  these  days  of  rush,  bustle,  hurry,  and 
hustle,  all  the  people  in  the  world  are  trying 
to  make  money.  Especially  does  this  apply 


to  those  engaged  in  the  cycle  trade.  The 
cycle  business  represents  a growth  of  about 
twenty  years,  and  during  that  time,  greater 
strides  have  been  made  in  connection  with 
this  business  than  in  almost  any  other  line. 
For  some  time  the  mere  opening  of  a store  in 
which  cycles  were  for  sale  was  sullicient  to 
insure  success,  but  to-day  a man  who  aspires 
to  establish  a permanent  paying  cycle  busi- 
ness, will  take  great  care  in  laying  his  foun- 
dation, and  in  order  to  prepare  a sound  base 
on  which  to  build  a structure  that  will  exist 
for  years,  it  is  necessary  to  advertise  properly. 
It  is  a wise  man  who  knows  when  and  where 
to  spend  his  money,  but  one  thing  is  certain, 
the  name  of  the  machine  that  he  represents 
must  at  all  hazards  be  brought  prominently 
before  the  public ; and  mediums  for  this  pur- 
pose should  be  selected  that  have  a wide  cir- 
culation among  the  class  of  people  that  it  is 
desired  to  reach.  A mere  combination  of 
words  amount  to  little  or  nothing,  but  when 
each  and  every  word  brings  forth  an  idea  of 
superiority  in  the  construction  of  the  machine 
handled,  or  as  to  methods  of  doing  business, 
then  an  impression  is  made  upon  the  reader, 
and  what  you  desire  to  have  accomplished 
has  been  achieved. 

If  just  starting  in  business,  it  is  not  neces- 
sary to  spend  an  entire  year’s  receipts  in 
advertising,  for  often  a few  words  in  a limited 
space,  well  put,  produce  better  results.  As 
trade  increases,  so  should  the  space  for  adver- 
tising — it  can  be  paid  for  better,  and  the 
added  advertising  will  undoubtedly  increase 
business.  If  not  able  to  write  the  advertise- 
ments that  please,  some  one  who  writes  ads., 
as  a profession,  should  be  called  into  service. 
A poorly  written  ad.  may  attract  attention,  but 
it  will  hardly  carry  confidence  with  it,  and  the 
whole  super-structure  of  business  is  built  on 
what  that  one  word  “ confidence  ” implies.  It 
is  not  well  to  think  that  because  the  bicvcle 
business  is  not  particularly  active  the  year 
round,  that  advertising  should  be  confined  to  a 
few  months.  Constant  dropping  wears  a stone. 


228 


FOWLER’S  PUBLICITY 


Constant  legitimate  advertising  is  sure  to 
develop  business.  Advertise  facts,  for  in  this 
way  only  is  a good  reputation  acquired,  and 
honesty  in  everything  is  the  key  to  success. 

In  building  the  cycle  business,  great  care 
and  discrimination  should  be  used  in  choosing 
employes.  Above  all  things,  they  should  be 
polite  and  attentive  to  details.  A little  courtesy 
extended  to  customers  from  time  to  time,  has 
a tendency  to  retain  their  trade,  and  a well 
satisfied  customer  is  the  best  advertisement 
that  can  be  had. 

A thoroughly  competent  man  should  at  all 
times  be  kept  in  attendance  to  look  after 
bicycles  that  are  sold,  adjust  them  in  every 
way  to  suit  the  requirements  of  the  customer 
and  be  generally  agreeable.  Great  care  should 
be  used  in  seeing  that  every  one  who  buys  a 
bicycle  has  it  fitted  to  their  particular  re- 
quirements. It  takes  time,  and  by  some,  it  is 
considered  a thankless  task,  but  returns  with 
interest  will  come  from  it  in  the  long  run. 

Salesrooms  should  not  be  overcrowded  with 
bicycles  all  of  the  same  style  and  finish.  If 
space  warrants,  a sample  of  each  machine 
with  different  heights  of  frames  should  be 
shown,  and  see  to  it  that  these  samples  are 
kept  in  perfect  order  and  as  clean  as  the  most 
fastidious  may  desire.  Courtesy  on  the  part 


of  the  management  to  employes  should  not  be 
lost  sight  of,  as  an  employe  outside  of  business 
hours,  wields  an  influence  among  his  or  her 
personal  friends  that  is  well  worthy  of  con- 
sideration, and  unless  an  employer  is  cour- 
teous to  those  who  for  the  time  being  happen 
to  be  under  his  control,  he  can  hardly  expect 
that  an  employe  will  be  courteous  even  to 
customei's.  Years  ago,  the  writer  happened 
to  be  in  the  employ  of  a man  who  was  univer- 
sally polite  and  courteous  to  all  those  with 
whom  he  came  in  contact,  and  one  day  this 
man  was  asked  the  reason  for  this.  In  reply 
he  said,  “ I have  been  in  business  a great 
many  3'ears  and  seen  the  ups  and  downs  of 
business  life,  and  I realize  that  notwithstand- 
ing the  fact  that  to-day  you  happen  to  be  in 
mjr  employ,  five  years  from  now,  our  positions 
may  be  reversed,  and  if  that  condition  of  things 
ever  exists,  I shall  expect  the  same  courtesy 
and  consideration  from  ^mu  that  I have  en- 
deavored to  show  toward  jmu.”  You  can  rest 
assured  that  emploj^ers  actuated  b}^  principles 
such  as  these,  will  never  be  in  a position  to 
ask  favors  of  those  who  have  ever  been  in 
their  emplo}'.  Please  bear  this  in  mind,  my 
friends,  those  of  you  who  are  attempting  to 
build  iqi  a cycle  business,  and  govern  jmur- 
selves  accordingl}". 


Special 

Index 


(This  index  refers  only  to  dej^art- 
ment  of  “ Great  Successes.”  The 
regular  comprehensive  index  of  tlie 
book  directly  follows  tlie  contents 
in  the  front  part  of  the  book.; 


Abram  & Straus 

Abrams,  C.  B 

Aeolian  Co ' 

Alcazar  Hotel 

American  Cereal  Co 

American  Hair-Cloth  Co 

American  Pin  Co 

American  Type  Founders’ 

Company ^ 

American  Writing  MachineCo. 

American  Wringer  Co 

Amory,  John  J 

Andrew’,  R.  B 

Antlers  Hotel 

Appel  Clothing  Co...^ 

Armour  Institute  of  Technol- 


Armstrong,  B.  A 

Asbury-Paine  Mfg.  Co 

Au  Bon  Marche 

Ayers,  Charles  H 


83 


194 

193 

J75 


78 

119 

205 


225 

205 

135 

169 

95 

221 

77 

108 

74 

198 

198 

163 


Baker,  L.  E 53 

Bannard,  H.  C 54 

Barattoni,  Chevalier  Caisar 

Augustus  213 

BarnabyCo.,  J.  B 197 

Barnard,  Sumner  & Putnam 

Co 153 

Barnett,  K 221 

Barratt,  Thomas  J 45 

Barr  Dry  Goods  Co.,  William  210 

Battle  Creek  Sanitarium 214 

Beardsley’s  Sons,  J.  W 138 

Beernan  Chemical  Co 18 1 

Beeman,  E.  E 181 

Bell  Co.,  William  G 140 

Bell,  William  G 140 

Bent,  George  P 203 

Berkeley  School 186 

Best  & Co 72 

Biardot,  0 2or 

Bishop,  H.  H 144 

Bishop  of  Georgia 67 

Bitting,  Rev.  Dr.  W.  C 1S4 

Blaine,  J.  E 121 

P»lakely,  Andrew  R 163 

Bliss  & Co.,  L.  C 14* 

Bloomingdale  Bros 87 

Boston  Woven  Hose  & Rub- 
ber Co *30 

Bouchet,  A 86 

Bowe,  John  C ^>8 

Brainerd  Si  Armstrong  Co.. . . 74 

Bramley,  H.  W 218 

Brentano’s  . 216 


Brentano,  Simon 216 

Brenner,  John 224 

liridgman,  M.  L 227 

Brinsmead  & Sons,  John 51 

Brinsmead  Piano  Works 51 

Broadway  Central  Hotel 106 

Brooks,  Reuben in 

Brown  Shoe  Co 194 

llruck,  Max 136 

Bryson,  Graham  & Co 174 

Ilullard,  Ellsworth  F 55 

Bullen,  H.  L 225 

ilurdell,  Robert  F 224 

Burdick,  J.  W 199 

Burgess,  S.  A 168 

Burke,  FitZvSimons  & Hone...  219 

Burnett,  Alexander 59 

Burnett  Co.,  Joseph 217 

Burnett,  Robert  M 217 

Burnham,  F.  A 224 

Burpee  & Co.,  W.  Atlee loi 

Burpee,  W.  Atlee 101 

Burton,  H.  J 80 

California  Furniture  Mfg.  Co.  98 

Canada  Atlantic  R.  R 66 

Carpenter,  J.  M 62 

Carson,  Pirie,  Scott  Si  Co 52 

Calesby  & Son,  E 109 

Catesby,  William  E 109 

Cliatham  Bank 22.} 

Chesebrough  Mfg.  Co no 

Cliesebrough,  Rm)ert  A no 

Chicago  Great  Western  R.  R.  142 


Chicago, Milwaukee  & St.  Paul 

R.  R 

Chicago  National  Bank  of  tlie 

Republic 

Chicago,  Rock  Island  & Pa- 
cific R.  R 

Chickering  & Sons 

Christian,  A.  A 

Cleveland  Baking  Powder  Co. 
Cleveland,  Cincinnati,  Chicago 

Si  St.  Louis  R.  R 

Clougli,  Charles  H 

duett,  Coon  & Co 

Coates  House 

Coates,  J.  I 

Collins,  Dr.  C.  S 

Conwell,  Rev.  Dr.  Russell  H. 

Cook  ^ Son,  Thomas 

Cordova  Hotel 

Crosby,  'I'.  W 

Crosby,  W.  L 

Cudahy  Pharmaceutical  Co... 

Curley  & Brother,  j 

Curtis,  E.  P 

Curtis,  G.  S 

Cycle  Components  Mfg.  Co... 


55 

196 

106 

141 
223 

142 

66 


*73 

*73 

nq 

72 

53 

*75 

171 

208 

*43 

1S8 

201 

*07 

2*5 


Daniels,  George  H *08 

Davidson,  Frank  A *49 

Davidson,  James 85 

D.ivUlson  Mfg.  Co., 'I'liomas. . 85 

Davidson  Rubber  Co 7^ 

Day  c't  Martin **7 

Dear,! *»7 


92 

*99 

iSi 

H? 

I 12 

105 

M3 

*93 

1 76 

103 

99 

45 

45 

ii» 

1 18 

94 

205 

84 

i6i 

2»5 

198 

195 

*85 

58 

59 

77 

220 

220 

53 

53 

59 

54 

196 

1S3 

82 

63 

*75 

72 

64 

65 

*4* 

104 

104 

1S9 

201 

193 

76 

*59 

*59 

185 

107 

169 

142 

1 10 

200 

183 

121 

65 

64 

49 

209 

*95 

58 

*3* 

108 

73 

*87 

**5 

132 

*32 

80 

176 

172 

81 

81 

79 

106 

164 

186 

186 

55 

172 

172 

78 

*35 

52 

iSo 

*39 

*39 

loS 


GREA'r  SUCCESSES 


229 


Heywood,  I'rnnU  K loS 

Hires,  C'li.irles  K 215 

Mires  Co.,  Charles  E 215 

nol)ron  Drue  Co 202 

I lobron,  T.  VV 202 

Hockemeyer,  William  A 135 

Hollister,  Helen 158 

Holmes  t'e  Edwards  Silver  Co.  nS 

Hook  iS:  Hastings  Co 62 

Hooper,  S.  R j8i 

Hopkins,  Claude  C 114 

Horne  Co.,  Joseph 164 

I loward,  W.  A 174 

Hussey  cK:  Co.,  K.  J 189 

Hygeia  Hotel 105 

Imperial  Granum  Co 78 

International  Eur  Store 109 

James,  Elizabeth  Beverly.  ..  210 

Jaros  Hygienic  Underwear  Co.  22  r 

Jaros,  Isadora 22  c 

Jaros,  J.  N 131 

Jay,  1*.  S. 109 

Johnston  tS:  Co.,  J.  H 150 

Johnston,  J.  H. 150 

Jolinston  & Co.,  William  G...  155 

Jones,  Charles  E 63 

Jones,  Gen'l  Edward  E 51 

Jones,  L.  H 58 

Jones,  S C 146 

Jordan,  Marsh  t'v:  Co 87 

Juhring,  John  C 145 


Kellogg,  Dr.  J.  H 214 

Keystone  Watcli  Case  Co 167 

Kilmer,  Frederick  M 112 

Kittredge,  A.  O. 207 

Knickerbocker  Trust  Co 56 

Knott,  C.  Ij 175 

Koppel,  Arthur 136 


Ladd  & Coffin 94 

Ladd,  Rev.  Dr.  Henry  M...  . 109 

Lauder,  John 220 

Lavenson,  Gus 219 

Le  Bihan  & Co.,  Charles 60 

Le  Bihan,  Charles 60 

Lee,  Charles  S 174 

Leggett  & Co.,  Francis  H....  145 

Lehigh  Valley  R.  R 174 

Leipziger,  Nathaniel 83 

Leith,  Alexander 169 

Lewando’s  French  Dyeing  & 

Cleansing  House 208 

Lewis  Co.,  J.  B 166 

Lew'is,  J.  B 166 

Lewis,  W.  A 167 

Lewis,  Walter  C 145 

Lipton,  Thomas  1 110 

Lockwood,  W.  N 76 

Lomax,  E.  L 50 

Londonderry  Lithia  Spring 

Water  Co 119 

London  &North-WesternR.R. 

of  England 213 

Long,  George  E 103 

Lord,  F.  H 142 

Lorillard  Co.,  P 55 

Lowney  Co.,  Walter  M Co 

Lucas  & Co.,  John 218 

Lucas,  John 218 


Mabley  & Co 177 

MacArthur,  Rev.  Dr.  R.  S...  138 

Macbeth  Co.,  George  A 153 

l^Iacbeth,  George  A 153 

MacDonald,  J.  Angus 87 

Maison  de  Confiance 86 

Macniven  & Cameron 97 

Marlin  Firearms  Co 206 

Mariam  & Co 13  r 

Martin,  D.  B 66 

Mayhew,  John  E 153 

Mayor,  Lane  & Co 176 

McCarthy  & Co.,  D 158 

McCarthy,  John  205 

McDonald,  Donald  J 177 

Meintosh-Huntington  Co 144 

McKinney,  J.  P 162 

Merchant  & Co.. 80 

Merchant,  Charles 80 

Meriden  Brittania  Co 73 

Metcalf  Co.,  T 149 

Metropolitan  Bicycling  Co.. . . 227 

Michigan  Central  R.  R 125 

Michigan  Stove  Co 107 


Milburn  Wagon  Co 104 

Monarch  (^cle  Mfg.  Co 171 

Moncur,  George  A 129 

Montaina  Central  K.  R 195 

Morgan  Sons’  Co.,  Enoch....  2ii 

Morris,  Eeild,  Rogers  Co 95 

Morse  K Rogers 203,  210 

Morse  Bros 82 

Morse,  Daniel  P 210 

Morse,  Hon.  Elijah  A 82 

Moses,  1C.  C.  . Ill 

Mower,  E.B 78 

Mullen,  J.  Frank  98 

Murphy,  Hon.  Franklin 120 

Murphy  Varnish  Co 120 

Mutual  Reserve  Fund  Life 
Association 224 


National  Bank  of  the  Repub- 
lic   196 

National  Union  Bank 52 

Nebraska  Clothing  Co.  223 

Nelson,  Right  Reverend  C.  K.  67 

New  Coates  House 173 

New  England  Conservatory 

of  Music 73 

New  Haven  Steamboat  Co..  105 

New  St.  Charles  Hotel 163 

Nev\'  York  Central  & Hudson 

River  R.  R 108 

New  York  Military  Academy.  146 
New  York  Union  Bank 52 

Oehm’s  Acme  Hall 176 

Old  Colony  Steamboat  Co. ...  56 

Old  Dominion  Steamship  Co.  13 1 
Old  National  Bank  of  Evans- 

ville  59 

Olds,  Edward  A 112 

Ormond  Hotel 175 


Pach  Brothers 

Pach,  Gotthelf  

Pacific  Coast  Line 

Packard’s  Business  College. . . 

Packard,  S.  S 

Packer  Mfg.  Co 

Paige,  John  C 

Paine,  (».  H 

Palm  Beach  Inn-by-the-Sea 

Hotel 

Palmer,  A.  M 

Palmer’s  Theatre 

Pattison,  Arthur  E 

Pears,  A.  & F 

Pease  Furnace  Co.,  J.  F 

People’sLine  of  Hudson  River 

Steamers 

Perine,  Frederick  L 

Pervear,  Charles  E 

Piggott,  John 

Pike,  F.  H 

Plumer,  Charles  S 

Plymouth  Clothing  House .... 

Ponce  De  Leon  Hotel 

Pope,  Col.  Albert  A 

Pope  Mfg.  Co 124, 

Posner  Brothers 

Postum  Cereal  Co 

Pray,  Sons  & Co.,  John  H... 

Presbrey,  Frank 

Prescott,  J.  R 

Prizer,  Edward 

Prudential  Insurance  Co 

Philadelphia  & Reading  R.  R. 


148 

148 

195 

179 
*79 
1 12 


*75 

123 

123 
203 

45 
1 1 1 

160 

1S7 

119 

*57 

105 

62 

80 

*75 

124 
162 

*67 

206 

*35 

196 

128 

194 

84 

80 


Quaker  Novelty  Co 198 

Queen  & Co 209 


Ransomes,  Sims  & Jefferies..  144 

Raworth,  Edw’ard  M 217 

Raworth,  Schodde  & Co 217 

Raymond,  H.  E 113 

Reed,  Charles  Allen 184 

Reis,  Henry  59 

Reynolds,  John  P 60 

Richardson  & Co.,  Enos 72 

Richardson  & De  Long 

Brothers  190 

Richardson,  F.  H 72 

Richardson  Mfg.  Co 201 

Roberts,  H.  L 167 

Robertson,  J.  S. 91 

Rockwell  & Rupel  Co 129 

Rockwell,  Irvin  E 129 

Rogers,  Peet  & Co 147 

Rose,  Edwin 180 


Rmiss,  ('harlcs  Broadway  ...  52 

Royal  Palm  Hotel  175 

Royal  Poinciana  Hotel 175 

Kugglcs,  ().  W 125 

Russia  Cement  Co m 


Sancllass,  L.  A 138 

Saul,  Julius 69 

Scott,  A.  & R 220 

Sebastian,  Jno 106 

Shepard  & Co 73 

Shepherd  & Son,  P.  I..  C. .. . 214 

Shuman  & Co.,  A 50 

Shuman,  Hon.  A 50 

Shuman,  K.  Roy  92 

Sibley,  Lindsay  ^ Curr 218 

Siegel,  ('ooper^t  Co 63 

Simpson  Co.,  R.,  Ltd 91 

Slack,  Charles  H 149 

Small,  ( '.  F 206 

Smith  ^ Anthony  Co 128 

Smitli  & Murray 169 

Smith,  C.  J 66 

Snyder,  Charles  M 190 

Spalding  Bros.,  A.  G 89 

Spalding,  J.W 89 

Spencer,  George  Frink 76 

Stalker,  G.  W 197 

Standard  Mfg.  Co 49 

Starin,  John  H 51 

Starin  Transportation  Lines..  51 

Stearns  & Co.,  E.  C 79 

St.  Charles  Hotel 163 

Stoll werck  Brothers 163 

Stollwerck,  Gebr 163 

Sterling  Cycle  Works 113 

Stevenson,  John  F' 172 

Stewart,  Howe  & May  Co....  107 

Storrs,  Rev.  Dr.  R.  S 67 

Studebaker  Bros.  Mfg.  Co.. . . 55 

Studebaker,  Clem 55 

Surety  Shoe  Store 163 

Suydam,  F.  D 104 

Swart,  W.  C 170 

Swift  & Co 1 14 

Syracuse  Cycle  Co ...  68 


Taggart,  F.  J 223 

Tarrant  & Co 135 

Taylor,  H.  E 73 

Taylor,  O.  H 56 

Thayer,  McNeil  & Hodgkins.  148 

Tilton,  Ralph 52 

Townsend,  J.  Henry 56 

Tremaine,  H,  B 193 


Union  National  Bank 52 

Union  Pacific  R.  R 50 

United  States  Hotel 106 

Vacuum  Oil  Co 194 

Van  Camp  Packing  Co 93 

Vantine  & Co.,  A.  A no 

Vogeler  Co.,  Charles  A 138 

Wallace,  A.  B 72 

Wanamaker  & Brown 106 

Wanamaker,  John 200,  223 

Wanamaker,  William  H jo6 

Ward,  Artemas  211 

Warner  Brothers  Co 126 

Warner,  L)r.  Lucien  C 126 

Warren,  Hon.  C.  C 199 

Waterman  Co.,  L.  E . . 192 

Waterman,  L.  E. . 192 

Waters,  M.  B 160 

Waterston  & Sons,  George  ...  74 

Waukenhose  Co 145 

White  Co.,  R.  H 63 

White,  John  S 186 

White  Sewing  Machine  Co...  168 

Whitney  & Co.,  W.  M 170 

Whitney,  F.  1 195 

Wiggin,J.  A. 124 

Williams  & Carleton  Co 96 

Williams,  Samuel  P 96 

Willoughby,  Hill  & Co 129 

Wilson,  A.  J 215 

Wilson,  F.  H 198 

Windsor  Hotel 124 

Wolff  & Co.,  R.  H 175 

Wood,  Walter  A.,  Mowing  & 

Reaping  Machine  Co 62 

Wright,  Charles  E 219 

Yarmouth  Steamship  Co 53 


About  Paper 

“ Upon  its  face  is  traced  the  art,  the  science,  the  business  of  the  world  ” 


LL  papers  are  not  adapted  to  all  kinds  of  printing.  There  are  almost 
as  many  kinds  of  paper  as  there  are  varieties  of  type.  Upon  the 
proper  selection  of  the  paper  depends  a fair  proportion  of  the  effective- 
ness of  the  printed  matter. 

A little  attention  to  the  selection  of  paper  means  a large  saving  in 
expense,  or  much  more  trade-bringing  value  for  the  money  spent. 

The  quality  and  style  of  the  paper  must  harmonize  with  the  character  of  the  work 
upon  it,  and  the  use  to  which  it  will  be  put. 

Half-tone  cuts  should  be  printed  upon  coated  paper,  and  never  upon  an}’  paper 
poorer  in  finish  than  the  best  of  size  and  calender. 

A half-tone  cut  must  never  be  printed  upon  ordinary  book  paper  or  newspaper,  or 
any  fancy  paper  except  of  the  smoothest  grain  and  surface.  Fine  wood  engravings 
need  almost  as  well  finished  paper  as  half-tone  cuts,  although  they  can  stand  a softer 
finish.  Outline  cuts  will  print  upon  anything,  from  coated  paper  down  to  blotting 
paper.  Ordinary  wood-cuts  will  show  fairly  well  on  every  grade  of  paper  except 
newspaper  and  paper  of  very  soft  finish. 

Never  print  much  matter  on  soft  fancy  paper,  and  alwa3’s  use  some  very  plain  heavy 
type  upon  it. 

A poorly  printed  illustration  sometimes  is  worse  than  none  at  all,  and  as  the  paper 
has  as  much  to  do  with  it  as  anything,  the  finish  and  quality  of  the  paper  must  be  one 
of  the  first  considerations.  Do  not  use  too  thin  paper,  and  never  use  thin  paper  at 
all  if  both  sides  are  to  be  printed.  Strong  colors  in  paper  are  never  allowable  except 
for  cover  and  circular  work,  where  the  largest  type  can  be  used. 

Never  use  for  catalogue  work,  or  for  anything  containing  reading  matter,  any  color 
except  white,  cream,  straw,  and  the  light  tints  of  other  colors. 

When  in  doubt  use  white  paper.  The  dificrcncc  in  cost  between  very  poor  paper 
and  fairly  good  paper,  and  between  fairly  good  paper  and  really  good  paper,  unless  a 
very  large  number  is  to  be  printed,  docs  not  justify  too  much  paper  economy. 

If  the  body  of  the  catalogue  is  upon  white  paper,  use  white  paper  throughout,  as  a 
mixing  of  colors  destroys  eft'cctiveness  and  is  not  in  good  taste. 

Cover  paper  had  better  be  heavier  than  interior  paper.  Almost  any  color  and  finish 
will  harmonize  with  a white  interior. 


230 


AHOirr  PAPER 


231 


Il'it  is  desirable  to  write  iijion  the  printed  matter,  be  earei'ul  that  tlie  iinish  of  it  is 
sueli  that  tlie  ink  from  tlie  {')en  will  not  blnr. 

New  styles  and  qualities  of  pajier  are  being  mamifactiired  eonstantly,  and  every 
first-elass  paper  house  and  printer  earries  them  in  stoek  or  else  has  samples  on  hie. 

\’^ery  thick  roughly  finished  and  spongy  paper  is  admirably  adapted  to  cover  work. 

Coated  paper  is  intended  for  high-class  catalogue  work  where  half-tone  and  other 
fine  illustrations  are  used.  The  majority  of  books  and  catalogues  arc  printed  upon 
size  and  calender  paper,  of  various  thicknesses,  the  better  grade  of  which  sometimes 
approaches  coated  paper  in  hnish. 

This  book  is  printed  upon  the  highest  grade  of  what  is  known  as  size  and  calender, 
a finish  adapted  to  every  class  of  work  except  the  unusually  fine  and  delicate.  It  will 
be  noticed  that  the  finish  of  this  paper  is  hard  and  smooth,  and  yet  the  texture  of  it  is 
sufficienth'  soft  for  the  best  typographical  results.  The  paper  used  for  the  depart- 
ments of  “■Engraving”  is  of  the  same  material,  but  harder  pressed  so  as  to  give  a 
surface  similar  to  that  of  coated  paper.  The  lithographic  pages  are  also  printed  upon 
the  same  quality  of  paper,  but  especially  finished  for  the  lithographic  press.  Coated 
paper  is  not  suitable  for  book  work,  as  it  presents  a gloss  that  is  trying  to  the  eye. 
The  paper  used  for  the  printing  of  this  book  was  selected  from  a large  number  of 
samples  from  man}'  manufacturers,  it  being  the  desire  of  the  writer  to  present  what 
seemed  to  be  a paper  capable  of  the  best  possible  results,  and  at  a cost  between  that 
of  cheap  paper  and  coated  paper. 

The  cream  and  straw  color  and  that  which  is  known  as  “ natural  ” are  sometimes 
preferable  to  white,  as  they  are  a little  richer  and  make  a good  backing  for  illustra- 
tions. Common  newspaper  stock  should  never  be  used  when  it  is  necessary  to 
produce  anything  finer  than  outline  illustrations. 

With  cheap  paper  the  plainest  possible  type  should  be  used,  because  cheap  sim- 
plicity is  in  much  better  taste  than  gaudy  cheapness. 

It  is  absolutely  necessary  to  use  the  plainest  and  largest  type  on  all  work  where 
the  paper  and  press-work  is  not  of  the  best. 

Examine  the  fiber  of  the  papers.  A cheap  shoddy  paper,  if  of  fairly  good  finish, 
can  be  used  for  transient  work,  but  as  it  tears  easily  it  never  should  be  found  in  the 
permanent  catalogue.  Never  purchase  paper  for  letter-head  use  until  its  surface  has 
been  tested  for  the  typewriter  or  pen.  The  advice  of  the  printer  should  always  be 
considered,  whether  taken  or  not,  for  it  is  his  business  to  be  informed  about  papers. 

Remember  that  white  and  light  tints  are  always  in  good  taste,  and  that  one  can 
make  no  mistake  when  he  uses  white  for  inside  work,  and  a color  for  cover  work. 

There  is  no  reason  why  the  business  man  should  use  wedding  paper  stock  for  his 
stationery,  but  he  had  better  use  this  quality  of  paper  than  to  resort  to  a foolish  sta- 
tionery economy,  for  while  people  have  no  right  to  judge  a man  by  the  paper  he  uses, 
good  paper  and  good  printing  go  a long  way  toward  forming  a favorable  opinion  of 
the  sender  in  the  mind  of  the  distant  receiver. 


About  Ink 


“It  feeds  the  lamp  of  progress 


HEN  one  does  not  know  what  kind  of  ink  to  use,  use  black.  If  there 
were  not  so  many  shades  of  ink  there  would  not  be  so  much  inharmo- 
nious printing.  Ink  is  supposed  to  produce  a to-be-seen  impression,  and 
he  who  uses  ink  for  any  other  purpose  spoils  his  work.  There  is  neither 
business  nor  sense  in  the  printing  of  reading  matter  in  inks  which  apolo- 
gize for  their  existence,  and  which  try  the  eye  and  patience  of  the  reader.  The  writer 
does  not  mean  to  say  that  black  ink  should  always  be  used  for  commercial  printing, 
but  it  is  better  to  use  black  than  to  use  an  indistinct  color,  or  the  wrong  color,  for 
black  looks  well  on  anything.  A blue  black,  or  a bronze  blue,  or  any  other  strong 
shade  of  a deep  color,  is  always  in  good  taste.  Blue  black  and  similar  inks  have  the 
advantage  of  distinctness,  and  further  possess  an  artistic  softness  which  adds  to  the  gen- 
eral character  of  the  work,  unless  the  work  is  of  a coarse  sort.  Not  more  than  three 
colors  are  advisable  in  catalogue  work,  unless  the  catalogue  is  lithographed  and  the 
extra  colors  are  used  for  illustrations  and  decorations.  The  letter-press  catalogue  does 
not  need  more  than  two  colors,  — a black,  or  blue  black,  or  some  similar  ink,  and  a 
deep  or  bright  red,  or  some  other  color  for  marginal  notes  or  headings  and  sub-head- 
ings. A third  color  or  shade  should  be  used  for  tinting  and  for  decoration,  and  while 
it  is  not  necessar}’,  it  is  likely  to  add  to  the  general  beauty  of  the  work.  An}’  kind  of 
type  looks  well  when  printed  in  black  or  some  shade  of  a dark  color,  but  lighter  colors 
need  a rather  heavy  type  or  something  different  from  ordinary  Roman,  in  order  that 
there  may  be  enough  body  for  the  color  to  show.  Roman  type,  and  light  face  t}-pe, 
should  almost  always  be  printed  in  some  very  strong  color  or  dark  shade  of  it,  and  not 
printed  in  bright  red,  green,  yellow,  or  similar  colors  unless  the  paper  and  presswork 
is  of  the  highest  grade,  in  which  every  opportunity  is  given  even  the  light  color  to  show 
to  advantage.  Nothing  is  more  harmonious  — and  without  sacrihce  to  legibility  — 
than  the  use  of  one  shade  of  ink  upon  a very  much  lighter  similar  shade  of  paper;  for 
instance,  very  dark  blue  ink  upon  very  light  blue  paper,  or  very  strong  orange  upon 
light  yellow,  or  very  dark  terra-cotta  upon  very  light  orange.  There  is  a delight- 
ful and  artistic  harmony  between  a very  strong  dark  red  and  a ver}’  brilliant  yel- 
low, and  yet  this  combination  would  seem  to  outrage  good  taste,  but  if  the  paper  is 
coated,  the  ink  of  high  grade,  and  the  presswork  excellent,  a most  distinct  and  pleas- 
ing effect  will  be  given.  In  selecting  ink,  the  advice  of  the  printer  is  invaluable. 


232 


Proxy  Reading 


“ Let  others  work  ” 


|[N  grandfather’s  clays  each  individual  mind  and  each  individual  pair  of 
hands  did  their  proportionate  part  of  the  work  of  the  world.  Labor- 
saving  maehinery  brought  with  it  the  principle  of  collective  work,  or, 
rather,  simplified  work,  and  paved  the  way  for  the  present  era  of 
specialists.  To-day  the  successful  man  does  one  thing  well  because  he 
does  only  one  thing.  In  every  profession  and  in  every  business  there  are  departments, 
each  working  by  itself,  and  yet  each  a harmonious  part  of  a composite  whole.  The  great 
merchant  plans,  and  lets  others  exeeute.  The  great  editor  dictates,  and  lets  others  write. 

The  industry  of  reading  by  proxy  is  but  a link  in  the  ehain  of  labor-saving  business 
action.  There  are  in  this  country  a number  of  reliable  concerns  reading  for  others. 
They  are  known  as  press-clipping  bureaus,  or  eompanies,  and  it  is  their  business  to 
read  the  leading  periodicals  and  newspapers,  and  to  cut  from  them  personal  articles, 
or  articles  on  any  subjeet  interesting  to  any  business  or  profession.  Skilled  readers 
go  through  everything,  and  cut  out  all  that  is  of  interest  to  subscribers.  The  cost  is 
merely  nominal, — from  four  to  five  cents  per  clipping,  — and  each  subscriber  can 
designate  the  kind  of  matter  he  desires.  If  a man  wishes  all  the  comments  coneern- 
ing  himself,  he  orders  them;  or  he  may  order  clippings  about  any  branch  of  mechani- 
cal or  business  industry,  or  of  any  science  or  art.  He  has  simply  to  file  his  order,  and 
the  bureau  does  the  rest.  It  is  obvious  that  this  saves  time,  and  brings  to  the  sub- 
scriber matter  of  the  most  pertinent  importance  to  him,  and  which  he  could  not  other- 
wise obtain  for  a hundred  times  the  cost,  and  very  likely  could  not  obtain  at  all. 

The  writer  was  one  of  the  original  subscribers  to  a press-clipping  bureau,  and  the 
first  batch  of  clippings  he  received  was  worth  more  than  two  hundred  dollars  to  him. 

It  is  obvious  that  a number  of  the  clippings  may  be  valueless,  but  if  only  one  in  a 
hundred  is  of  interest  the  money  is  well  expended. 

There  is  hardly  a business  or  professional  man,  or  firm,  which  cannot  to  advantage 
invest  the  small  sum  required  for  clippings  concerning  interesting  matters. 

The  largest  business  houses  have  been  and  are  subscribers  to  these  bureaus,  and 
comparatively  few  who  become  subscribers  ever  discontinue  their  subscription. 

Probably  no  other  method  of  obtaining  information  gives  so  much  for  the  money 
as  does  the  bureau  that  culls  from  the  wheat  and  chatf  of  the  country’s  periodicals 
only  that  which  the  subscriber  wants,  and  only  that  which  is  of  value  to  him. 


213 


Mail  Advertising 


“ Both  good  and  bad  ” 


AIL  advertisers  are  advertisers  who  advertise  through  the  mail.  They 
are  the  wasters  of  advertising  money.  They  make  more  mistakes 
w ^ than  all  the  other  classes  of  advertisers  put  together.  They  over- 

write and  underwrite.  Most  of  them  assume  that  the  uninterested 
public  is  as  much  interested  as  they  are. 

Let  the  writer  picture  the  mailed  circular: 

A sheet  of  paper,  three  times  folded.  Too  much  on  the  first  page,  and  altogether 
too  much  on  the  other  pages.  T3’pe  too  fine,  and  composition  too  prosy.  Paper 
generally  fair.  A cheap  envelope.  A one-cent  stamp.  It  reaches  its  destination. 
The  mail  opener  sees  the  one-cent  stamp  first,  and  that  is  all  he  sees,  for  the  circular 
immediatel}"  reaches  the  home  of  all  circulars,  — the  waste  basket. 

The  unsealed  mail  circular  presents  itself  with  an  excuse  for  not  being  opened. 

The  merchant  receives  circulars. 

Does  he  read  them.^ 

If  he  does  not,  can  he  not  judge  others  b}'  himself,  and  assume  that  if  he  does  not 
read  others’  circulars,  others  will  not  read  his  circulars? 

The  writer  is  referring  to  the  conventional  circular  sent  unsealed  through  the  mail, 
and  not  to  that  class  of  circular  advertising  which  by  its  unique  character,  commend- 
able brevity,  and  clean  t3'pographical  appearance,  commands  attention  — if  it  puts 
itself  in  a position  to  be  attended  to. 

The  right  kind  of  a circular,  mailed  under  seal,  is  likely  to  be  read.  It  costs  more 
to  mail  sealed  circulars,  but  it  is  cheaper,  for  one  circular  seen  is  worth  much  more 
than  fifty  circulars  unseen. 

A letter  should  always  accompan3’  a circular,  the  letter  to  contain  the  salient  points 
of  the  circular,  and  excite  interest  in  the  circular  itself. 

A catalogue  need  not  be  sealed,  for  its  bulk  commands  attention. 

Circulars  should  not  be  sent  in  odd-sized  envelopes,  for  even  if  the3'  are  sealed  the3' 
have  the  appearance  of  being  circulars,  and  ma3"  receive  but  little  attention. 

The  sealed  circular  should  be  sent  in  the  envelope  used  for  regular  correspond- 
ence, that  it  ma3"  be  delivered  in  the  regular  letter  mail  and  be  found  among  the 
regular  letters. 

Extremely  original  and  unique  envelopes  sometimes  pa3',  but  it  is  better  to  put  the 


234 


MAIL  ADVERTISING 


235 


originality  into  the  circular,  and  use  the  ordinary  commercial  envelope,  that  it  may 
receive  at  the  start  the  attention  given  other  sealed  matter. 

Envelopes  that  are  larger  than  the  ordinary  commercial  size  are  likely  to  be  de- 
lat’cd  in  the  mail.  Mail  clerks  are  pretty  busy,  and  they  handle  the  ordinary  sized 
mail  first.  These  envelopes  are  oflieially  tied,  and  the  odd-sized  envelopes,  although 
sealed,  generally  go  out  in  the  supplementary  mail  or  skip  several  mails.  A sealed 
package  is  not  transmitted  much  quicker  than  an  ordinary  package  of  merchandise 
unsealed.  Not  one  clerk  in  a hundred  takes  pains  to  notice  that  it  is  sealed,  and  it 
generally  goes  out  in  the  bundle  mail. 

Matters  sent  by  mail  in  envelopes  or  packages  of  unusual  size,  unless  carefully 
packed  and  securely  fastened,  are  likely  to  be  damaged. 

The  use  of  cards  that  have  the  address  on  one  side  and  printed  matter  on  the 
other  is  not  to  be  commended.  They  have  not  the  rights  of  the  postal  card,  and  if  of 
unusual  size,  they  are  badly  broken  in  the  mail.  It  is  better  to  condense  the  matter, 
and  place  it  upon  a postal  card,  than  to  say  more  or  use  larger  type  upon  a card  of 
odd  size,  with  the  chances  in  favor  of  half  of  them  being  smashed  in  the  mail. 

The  writer  believes  in  the  postal  card  because  every  postal  card  is  supposed  to  be 
a letter  if  the  address  side  appears  uppermost;  the  receiver  must  turn  over  every 
postal  card  that  comes  in  this  way,  and  if  the  matter  upon  it  is  sufficiently  brief,  he 
has  a chance  to  absorb  it,  even  though  it  may  pass  from  his  hands  directly  to  the 
waste  basket. 

Damaged  printed  matter  loses  half  its  value. 

It  is  better  to  have  a small  catalogue  in  good  condition  than  a large  catalogue 
damaged. 

Expensive  catalogues  and  other  printed  matter,  and  all  works  of  advertising  art, 
should  either  be  of  small  size,  or  sent  securely  packed. 

Advertising  through  the  mail  is  profitable  if  it  is  made  to  be  profitable.  The 
reason  so  mueh  of  it  is  unprofitable  is  because  an  opportunity  is  given  to  over-write, 
and  to  say  too  much.  The  advertiser  thinks  he  has  the  right  to  get  his  full  two 
ounces  for  a cent,  and  to  take  it  out  in  quantity  if  not  in  quality. 

It  is  generally  inadvisable  to  send  more  than  one  circular  at  a time  by  mail. 

Some  advertisers  seem  to  be  of  the  opinion  that  it  is  profitable  to  use  envelopes  for 
advertising  purposes,  and  they  make  billboards  of  them  with  the  mistaken  idea 
that  the  mail  clerks  will  pause  in  their  work  and  read  the  advertisements.  There  is 
just  as  much  sense  in  painting  water  color  floral  designs  on  the  lining  of  the  rubber 
of  overeoat  or  the  mackintosh  as  in  covering  the  envelope  with  advertising. 

The  envelope  is  nothing  but  a cover.  The  postal  clerk  has  neither  the  time  nor 
the  inclination  to  read  more  than  the  address. 

The  receiver  gets  inside  of  the  envelope  as  soon  as  he  ean,  and  if  the  envelope  tells 
the  story  of  its  contents,  the  contents  may  never  be  taken  from  the  envelope. 


Postal  Cards 


“ One-sided  economy  ” 


HE  government  postal  card,  and  the  postal  card  of  any  size  with  a 
onc-cent  stamp  attached,  have  become  universal  mediums  of  adver- 


Experience  has  proven  that  the  manufactured  substitute  for  the 
postal  card,  either  in  close  imitation  of  the  original,  or  departing  from 
it  in  size  and  appearance,  has  been  profitable  to  the  sender;  but  experience  has  also 
proven  that  the  regular  government  postal  card  is  worth  more  as  an  advertising 
m.edium  than  any  imitation  of  it. 

Important  matters  are  often  written  upon  postal  cards,  and  the  use  of  the  postal 
card  is  so  general,  for  business  as  well  as  for  social  purposes,  that  almost  the  same 
attention  is  given  to  postal  card  matter  as  to  that  received  under  seal. 

The  receiver  of  a postal  card  always  looks  upon  the  back  of  it,  and  if  the  matter 
upon  the  back  is  sufficiently  bold  and  brief  to  be  taken  in  at  a single  glance,  the  sub- 
stance of  it  will  enter  the  mind  of  the  receiver,  and  the  advertising  will  reach  its 
mark. 

The  circular  is  the  circular  anyway,  but  the  postal  card  can  be  both  a circular  and 
a letter,  and  its  peculiar  character  forces  its  message  upon  the  receiver. 

Postal  card  matter  should  always  be  brief;  there  should  be  at  least  one  good  strong 
headline  — and  better  not  more  than  one  — which  contains  a sufficient  amount  of 
advertising  to  be  efiective,  even  if  the  substance  of  the  postal  card  matter  is  not 


read. 

The  heading  should  be  supplemented  with  very  brief  descriptive  matter  in  largest 
possible  type,  and  so  arranged  that  not  much  more  than  a single  glance  will  be  neces- 
sary to  grasp  the  meaning. 

If  the  postal  card  is  properly  written,  the  message  will  reach  the  receiver  while  he 
is  throwing  it  into  the  waste  basket. 

Facsimile  handwriting,  and  reproduction  of  typewriting  — particidarly  if  copied 
or  with  the  appearance  of  having  been  copied  — are  almost  sure  to  gain  attention. 

A circular  letter  in  imitation  of  one  personally  written  needs  the  name  and  address 
written  in,  but  the  ethics  of  postal  card  correspondence  does  not  recpiire  the  name 
and  address,  and  therefore  if  the  postal  card  looks  as  though  it  had  been  written,  it 
will  be  read  as  though  it  really  had  been. 

21,6 


POSTAL  CARDS 


237 


It  is  sometimes  lulvisable  to  print  an  illustration  upon  a postal  card,  but  when  this 
is  done  the  illustration  should  be  the  principal  thing,  and  the  reading  matter  subordi- 
nate to  it. 

A printed  postal  card  will  be  much  improved  by  the  addition  of  a very  striking 
border,  cither  printed  in  the  color  of  the  type  or  in  a different  color. 

A scries  of  postal  cards,  each  containing  the  briefest  matter,  and  making  but  one 
distinct  point  at  a time,  mailed  at  the  same  hour  each  successive  day,  must  impress 
the  receiver,  because  they  throw  advertising  at  him  in  an  evolutionary  way,  and  drop 
upon  drop  till  him  with  the  advantages  of  the  article  advertised.  In  sending  out 
a series  of  postal  cards,  never  send  them  less  often  than  once  a day,  and  never  send 
less  than  six.  Be  sure  that  each  postal  card  confines  its  argument  to  one  advantage, 
for  if  it  completely  covers  the  ground,  it  probably  will  not  be  read,  and  the  value  of 
its  persistence  will  be  lost. 

If  the  postal  card  appears  to  have  been  typewritten  or  is  in  facsimile  handwriting, 
see  to  it  that  the  address  corresponds  with  the  writing  on  the  back,  and  that  ink  of  the 
same  color  is  used. 

The  principal  objection  to  manufactured  postal  cards  is  that  they  are  not  taken  for 
postal  cards,  and  are  nothing  more  or  less  than  circulars  sent  without  cover.  They 
have  the  advantage  of  presenting  more  space,  and  the  face  as  well  as  the  back  can  be 
used  for  advertising  purposes.  In  manufacturing  these  cards  care  must  be  taken  not 
to  follow  the  government  postal  card  closely,  or  the  edition  will  be  confiscated  and 
the  sender  heavily  fined. 

Users  of  mail  advertising  should  remember  that  circular  and  first-class  mail  matter, 
including  postal  cards,  are  tied  in  bundles  by  the  postal  clerks,  and  that  if  a card  is  of 
unusual  size  it  is  likely  to  be  more  or  less  damaged,  and  will  frequently  be  received 
in  a condition  which  completely  spoils  its  advertising  character. 

Regular  postal  cards  are  first-class  mail  matter,  and  their  delivery  is  as  prompt  as 
that  of  sealed  letters. 

The  postal  card  offers  the  most  economical,  the  quickest,  and  most  effective  means 
of  sending  out  a short  notice. 

The  facsimile  typewritten  or  handwritten  postal  card  is  to  be  recommended,  but 
if  in  imitation  of  handwriting,  the  handwriting  must  be  extremely  plain.  These  pos- 
tal cards  can  be  printed  in  copying  ink,  and  very  economically  blurred  so  as  to  appear 
to  have  been  copied  in  a copying  book.  This  can  be  done  by  placing  dampened 
sheets  of  scrap  paper  between  each  card,  and  pressing  for  a few  moments,  either  by 
the  cop3dng  press  or  by  weight.  The  paper  can  be  wet  by  sprinkling  it  in  piles  of  a 
dozen  or  twenty  sheets,  and  then  placing  all  the  piles  together  under  pressure.  The 
paper  must  not  be  too  wet,  for  if  it  is  it  will  blur  the  writing  too  much. 


Copyrights 

“ You  have  no  right  to  copy  ” 


ECTION  4952  of  the  United  States  Revised  Statutes  reads:  — 

“ The  author,  inventor,  designer,  or  proprietor  of  any  book,  map, 
chart,  dramatic  or  musical  composition,  engraving,  cut,  print,  or  pho- 
tograph or  negative  thereof,  or  of  a painting,  drawing,  chromo,  statu- 
ary, and  of  models  or  designs  intended  to  be  perfected  as  works  of  the 
line  arts,  and  the  executors,  administrators,  or  assigns  of  any  such  person,  shall,  upon 
complying  with  the  provisions  of  this  chapter,  have  the  sole  liberty  of  printing,  re- 
printing, publishing,  completing,  copying,  executing,  finishing,  and  vending  the  same; 
and,  in  the  case  of  a dramatic  composition,  of  publicly  performing  or  representing  it, 
or  causing  it  to  be  performed  or  represented  by  others.  And  authors  or  their  assigns 
shall  have  exclusive  right  to  dramatize  or  translate  any  of  their  works,  for  which 
copyright  shall  have  been  obtained  under  the  laws  of  the  United  States.” 

The  property  right  of  authors  to  their  intellectual  productions  has  always  been 
recognized  among  civilized  nations.  The  common  law  of  England  looked  upon  this 
right  as  perpetual,  and  as  late  as  1739  the  court  granted  an  injunction  restraining  the 
defendant  from  printing  Milton’s  Paradise  Lost,  which  was  written  in  1665,  and  the 
copyright  assigned  in  1667.  An  author  still  has  a perpetual  right  to  his  unpublished 
work,  but  statute  law  has  limited  the  time  of  exclusive  right  of  reproduction  or 
copy. 

If  a literary  work  is  published  without  copyright  an}'  one  may  republish  it.  A copy- 
right may  be  secured  for  a projected,  as  well  as  a completed  work.  As  the  law  now 
stands  in  the  United  States,  the  term  of  copyright  is  twent3’-eight  years,  renewable 
for  fourteen  ^'ears  more,  by  the  author  or  his  widow  or  children. 

The  Librarian  of  Congress  has  supervision  and  control  over  the  records  relating  to 
copyrights,  and  has  no  power  to  refuse  an  application,  if  it  conforms  to  the  rules.  A 
certificate  of  copyright  is  not  conclusive  as  to  priority,  nor  as  to  legal  right,  and  all 
questions  relating  to  copyright  law  are  matters  to  be  determined  by  a court.  The 
Librarian  of  Congress  is  an  officer  of  record  only. 

The  rules  for  securing  a copyright  and  compl3’ing  with  the  law  relating  thereto  arc 
very  simple,  but  must  be  carried  out  strictly. 

There  is  no  reason  why  the  writer  of  Fowler’s  I’uiu.icity  should  know  how  to  write  about  copyrights.  Tliis  department  was  prepared 
for  the  book  by  Edith  J.  Griswold,  of  the  St.  Paul  Building,  New  York  City,  who  has  probably  given  more  time  than  has  any  one  else  to  the 
study  of  this  complex  and  not  generally  understood  subject. 


238 


COPYRIGHTS 


239 


The  requirements  are:  — 

1.  On  or  belbre  the  day  of  publication  a printed  copy  of  the  title  page  of  the  com- 
position, or  a description  of  the  work  ol'  art,  must  be  delivered  or  mailed  to  the 
Librarian  of  Congress. 

2.  The  record  fee  must  accompany  the  title  page  or  description. 

3.  Not  later  than  the  day  of  publication,  two  complete  copies  of  the  best  edition 
of  the  composition,  or  a photograph  of  the  work  of  art,  must  be  delivered  or  mailed 
to  the  Librarian  of  Congress. 

4.  The  words  “ Entered  according  to  act  of  Congress,  in  the  year  , by  , 

in  the  office  of  the  Librarian  of  Congress,  at  Washington,”  or  the  words  ‘W'opyright, 
18  , by  ” (the  blanks  being  tilled  in  with  the  name  of  the  claimant 

and  the  year  of  copyright),  must  appear  on  eveiy  copy  published.  In  the  case  of 
books,  they  must  be  printed  on  the  title  page  or  the  page  following,  and  in  the  case  of 
a work  of  art,  they  must  be  inscribed  upon  some  portion  thereof. 

As  to  the  first  requirement,  the  copy  of  the  title  page  must  be  printed  (typewriting 
suffices)  on  paper  as  large  as  commercial  note.  Each  number  of  a periodical  or  other 
article  published  with  variations,  or  each  volume  of  a book,  requires  a separate  entry, 
and  the  title  must  include  the  number,  and  in  the  case  of  periodicals,  the  date.  Where 
there  is  no  title  page,  a definite  title  must  be  printed  expressly  for  copyright  entry,  or, 
in  the  case  of  a work  of  art,  a description  thereof. 

As  to  the  second  requirement,  the  record  fee  is  fifty  cents  from  residents  of  the 
United  States,  and  one  dollar  from  non-residents.-  Bank  checks,  money  orders,  or 
currency  will  be  received  in  payment,  but  not  postage  stamps.  If  a certificate  of 
copyright  is  wanted,  and  it  is  best  to  have  one,  an  additional  fee  of  fifty  cents  is  neces- 
sary. Certificates  of  recorded  copyrights  may  be  had  at  any  time  for  fifty  cents 
each. 

Every  application  should  state  the  full  name  and  residence  of  the  claimant,  and 
whether  the  right  is  claimed  as  author,  designer,  or  proprietor.  All  communications 
should  be  addressed  to  the  Librarian  of  Congress,  Washington,  D.  C.,  and  mail  or 
express  charges  must  be  prepaid.  Money  should  not  be  placed  in  packages  of  books 
or  other  publications,  but  should  be  sent  with  a separate  letter  notifying  the  Librarian 
what  is  sent  to  him,  to  whom  the  certificate  is  to  issue,  and  where  it  is  to  be  ad- 
dressed. The  Librarian  will  furnish  printed  Penalty  Labels  which  may  be  used  to 
send  parcels  through  the  mails  free,  according  to  the  rules  of  the  Post-Office. 

In  regard  to  the  third  requirement,  the  articles  must  be  printed  from  type  set  within 
the  limits  of  the  United  States,  or  from  plates  made  therefrom,  or  from  negatives,  or 
drawings  on  stone  made  within  the  limits  of  the  United  States,  or  from  transfers  made 
therefrom.  One  copy  of  each  new  edition  having  any  substantial  change  must  also 
be  filed.  The  law  requires  that  publication  take  place  “within  a reasonable  time.” 
If  a book  is  published  serially  in  a periodical,  two  copies  of  each  serial  part  as  well 
as  two  copies  of  the  complete  work,  if  published  separately,  should  be  filed. 

It  is  not  the  custom  for  the  Librarian  of  Congress  to  acknowledge  receipt  of  the 


240 


FOWLER’S  PUBLICITY 


two  copies  required,  and  as  evidence  that  they  have  been  sent,  it  is  best  in  matters  of 
importance  to  have  the  person  who  delivers  or  mails  the  books  or  photographs  to 
write  out  a statement  of  the  fact  as  soon  as  done,  sign  it  and  swear  to  it  before  a 
Notary  Public,  and  then  paste  this  affidavit  in  another  book  or  on  another  photograph 
exactly  the  same  as  the  artieles  sent,  to  be  used  if  the  question  arises  that  this  part  of 
the  law  has  not  been  complied  with.  As  an  illustration,  sueh  affidavit  might  read: — 

“On  this  1 2th  day  of  March,  1897,  I,  John  Jones,  deposited  in  the  mail,  at 
Station  X of  the  New  York  Post-Office,  at  3.30  p.  m,,  a package  addressed  to  the 
Librarian  of  Congress,  Washington,  D.  C.,  postage  prepaid,  said  package  containing 
two  copies  of  the  book  entitled  ^ Helen,’  by  John  Smith,  for  which  copyright  entry 
was  made  Jan.  9,  1897,  and  of  which  the  annexed  is  a duplicate  copy. 

“JOHN  JONES.” 

If  this  third  requirement  is  not  fulfilled,  and  the  elaimant  uses  the  notice  of  copy- 
right, he  is  liable  to  a fine  of  $25. 

The  fourth  requirement  is  so  plainly  stated  by  the  law,  it  would  seem  to  need  no 
comment,  but  it  is  a fact  that  many  publications  do  not  contain  the  correct  notice  of 
cop3Tight.  It  has  been  held  by  the  courts  that  if  the  words  “ Entered  aecording  to 
act  of  Congress  ...  in  the  office  of  the  Librarian  of  Congress,  at  Washington,”  or 
what  the  law  considers  the  equivalent,  the  word  “ Copyright,”  the  year  of  entry,  and 
the  name  of  claimant,  are  not  all  included  in  the  notice,  the  copyright  is  invalid. 

To  renew  the  term  of  cop^’right,  the  author  or  designer,  or  his  widow  or  children, 
must  file  a printed  title  and  the  record  fee,  with  a definite  statement  of  ownership, 
and  the  date  and  place  of  original  entiy  of  cop^’right,  within  six  months  of  the  expira- 
tion of  the  original  term  of  twenty-eight  years.  Advertisement  of  the  renewal  must 
be  made  within  two  months  of  the  date  of  the  renewal  certificate,  in  some  xYmerican 
newspaper,  for  four  weeks. 

CopjTights  may  be  assigned,  and  the  assignment  should  be  recorded  with  the 
Librarian  of  Congress  within  sixty  days  of  its  date.  The  record  fee  is  one  dollar,  and 
a certified  copy  of  an^'  recorded  assignment  may  be  had  for  one  dollar. 

An}"  person  using  the  copyright  notice,  or  words  of  the  same  import,  on  articles 
not  copyrighted,  is  liable  to  a fine  of  $100. 

The  title  alone,  as  well  as  the  contents  of  a book,  is  protected  by  the  copyright  if 
the  title  is  new  and  distinctive,  and  not  descriptive.  There  could,  ol  course,  be  no 
monopoly  of  a title  such  as  “ The  Life  of  George  Washington.”  The  name  of  a 
periodical  is  not  only  protected  by  the  copyright,  but  has  additional  protection  as 
being  in  the  nature  of  a trade-mark. 

By  the  International  Copyright  Act  of  1891,  and  by  subsequent  proclamations, 
American  authors  and  artists  may  secure  copyright  protection  in  the  following 
countries : — 

Belgium,  France,  Great  Britain,  Switzerland,  German}',  Italy,  Denmark,  Portugal, 
Spain,  and  Mexico. 


Trade-MarkvS 


“Tile  mark  of  exclusiveness  ” 


ADE-MyVRKS  arc  special  devices  used  in  connection  with  goods  to 
listinguish  them  on  the  market  from  other  goods  of  the  same  kind. 

Trade-marks  have  been  in  use  since  the  beginning  of  commerce, 
he  foundation  of  the  use  being  Faith.”  The  trade-mark  on  an 
irticle  stands  in  the  place  of  the  autograph  of  the  drawer  of  a check; 
if  a person  knows  the  mark,  he  knows  what  value  to  place  on  the  article,  and  any- 
one making  use  of  a trade-mark  to  which  he  knowingly  has  no  right  commits  a 
forgeiy.  The  laws  for  the  protection  of  trade-marks  are  to  prevent  imposition  upon 
the  public,  as  well  as  to  permit  the  proprietor  of  the  mark  to  receive  the  profits  of 
his  skill  and  industry. 

The  property  in  a trade-mark  exists  onl}'  while  use  is  made  of  it,  and  ceases  when 
the  mark  is  abandoned,  or  no  longer  used.  The  property  is  not  in  the  article  itself, 
for  unless  it  is  patented,  any  person  may  have  the  right  to  make  and  sell  articles 
exactly  similar;  nor  does  the  propert}'  rest  in  the  mark  itself,  for  different  persons 
may  lawfully  use  the  same  mark  on  different  classes  of  goods.  The  property  really 
exists  in  the  combination  of  the  article  and  the  mark,  or  in  other  words,  it  is  the 
exclusive  right  to  place  a particular  mark  on  particular  goods  to  point"  out  the  origin 
or  ownership.  Therefore  the  mark  must  be  specific  enough  to  identify  the  article 
and  distinguish  it  from  other  similar  articles. 

A trade-mark  may  consist  of  words  in  common  use,  provided  the  same  words  have 
not  been  used  by  another  to  distinguish  the  same  goods,  and  are  not  descriptive. 
Words  that  describe  the  quality,  ingredients,  or  other  characteristics  of  an  article 
cannot  be  claimed  as  trade-marks,  although  words  inferentially  or  remotely  descrip- 
tive may  constitute  valid  trade-marks.  Any  fancy  word,  or  a symbol,  such  as  a star 
or  bird,  or  a combination  of  words,  or  of  symbols,  or  of  words  and  symbols,  may  be 
adopted.  A proper  name  may  be  used  as  a trade-mark  provided  it  is  written,  printed, 
branded,  or  stamped  in  a peculiar  way;  but  a name  used  in  the  ordinary  manner  can- 
not be  appropriated  so  as  to  prevent  another  person  of  the  same  name  from  using  it 
for  a legitimate  purpose,  although  one  may  be  prohibited  from  using  his  own  name, 
if  he  uses  it  to  fraudulently  deceive,  or  if  he  has  assigned  his  right  to  the  use  of  it. 

The  writer  of  Fowler’s  Publicity  some  years  ago  learned  not  to  write  about  things  he  could  not  write  about.  Edith  J.  Griswold,  of 
the  St.  Paul  Building,  New  York  City,  an  authority  on  trade-marks  and  patents,  prepared  this  department. 


241 


242 


FOWLER’S  PUBLICITY 


Geographical  names  which  merely  point  out  the  place  of  production  cannot  be  held 
as  trade-marks  against  others  in  the  same  locality.  There  is  an  equity  practice,  how- 
ever, known  as  unfair  competition,”  and  in  many  cases  geographical  names  have 
been  sustained  as  trade-marks  against  dishonest  and  fraudulent  persons.  The  term 
“Akron  Cement”  used  by  complainants  who  manufactured  cement  at  Akron,  N.  Y., 
was  held  good  as  a trade-mark  against  defendants  manufacturing  cement  in  Syracuse, 
as  it  was  evident  that  the  Syracuse  people  fraudulently  used  the  term  to  profit  by  the 
reputation  of  complainants’  cement.  It  is  to  be  gathered  from  the  decision  in  this 
case,  that  complainants  could  probably  not  have  held  the  term  “Akron  Cement”  as 
a trade-mark  against  others  manufacturing  cement  in  Akron.  In  a recent  decision,  it 
was  held  that  the  words  “ German  Sweet  Chocolate  ” were  infringed  by  the  words 
“ Germania  Sweet  Chocolate.”  In  this  case  the  word  “ German  ” was  not  used  in  a 
geographical  sense,  and  was  not  descriptive  of  the  quality  of  the  chocolate.  The 
trade-mark  was  registered  by  a chocolate  maker  by  the  name  of  Samuel  German, 
who  had  assigned  his  right  to  the  use  of  the  mark  to  the  complainants. 

A person  may  have  one  trade-mark  which  he  uses  on  all  goods  made  or  sold  by 
him,  or  difl'erent  marks  for  each  difi'erent  class  of  goods,  or  a ditferent  mark  to  repre- 
sent each  difi'erent  quality  of  the  same  class,  but  the  marks  must  have  been,  and  con- 
tinue to  be,  used  exactly  as  the  right  is  claimed.  For  instance,  if  a merchant  deals  in 
rope,  cord,  paper,  and  leather,  using  an  arrow  as  a trade-mark  with  each  of  the  com- 
modities to  designate  from  whom  they  came,  and  then  adds  brooms  to  his  stock,  plac- 
ing the  arrow  on  these,  he  may  be  stopped  from  using  the  trade-mark  in  connection 
with  brooms  by  another  person  who  has  previously  used,  and  is  using,  an  arrow  as  a 
trade-mark  for  brooms. 

Any  one  capable  in  law  of  holding  property  ma}'  acquire  a right  in  a trade-mark, 
and  this  right  begins  as  soon  as  the  mark  is  used  in  commerce.  Nations  as  well  as 
individuals  may  claim  proprietorship  in  trade-marks.  The  difi'erent  colored  threads 
scattered  through  the  paper  used  in  the  manufacture  of  currency  constitute  a trade- 
mark owned  by  the  Government  of  the  United  States,  and  it  is  a penal  ofi'ense  for  a 
person  to  use  any  such  paper,  or  even  to  have  it  in  his  possession.  In  the  United 
States  the  registration  of  a trade-mark  in  the  Patent  Office  has  no  efi'ect  at  all  on  the 
existing  rights  at  common  law.  The  principal  object  of  the  registration  act  was  to 
allow  proprietors  of  marks  to  comply  with  the  laws  of  some  ol  the  foreign  nations, 
who  require  foreigners  to  register  their  marks  in  the  home  country  before  protection 
will  be  given. 

Any  person,  firm,  or  corporation  domiciled  in  the  United  States,  or,  at  present,  in 
Austria,  Belgium,  Brazil,  France,  Germany,  Great  Britain,  Hungary,  Italy,  Russia, 
Servia,  Spain,  Switzerland,  or  the  Netherlands,  may  register  a trade-mark  in  the 
Patent  Office  of  the  United  States,  provided  the  mark  is  lawfully  used  in  foreign 
commerce,  and  the  applicant  has  the  right  to  the  mark. 

An  application  for  registration  of  a trade-mark  should  consist  of  : — 

ist.  A brief  letter  addressed  to  the  Commissioner  of  Patents,  Washington,  I).  C., 


'I'KADK-MAK  KS 


2f3 


statin*;'  what  is  torwarclccl  to  liiin,  and  rc‘(|ucstin<;'  registration,  and  signed  by  the 
applicant. 

2nd.  iV  statement  givin*;  “ tlie  lull  name,  citizenship,  domicile,  residence,  and 
place  of  business  of  the  applicant  (or,  if  the  apj')licaiit  be  a corporation,  under  the 
laws  of  what  State  or  nation  incorporated),  with  a full  and  clear  specification  of 
the  trade-mark,  particularly  discriminating  between  its  essential  and  non-essential 
features.  It  should  also  state  from  what  time  the  trade-mark  has  been  used  by  the 
applicant,  the  class  of  merchandise,  and  the  particular  goods  comprised  in  such  class 
to  which  the  trade-mark  is  apj^ropriated,  and  the  manner  in  which  the  trade-mark 
has  been  applied  to  the  goods.” 

3rd.  A declaration  or  oath  made  ‘‘by  the  person,  or  by  a member  of  the  firm,  or 
by  an  officer  of  the  corporation,  making  the  application,  to  the  effect  that  the  party 
has  at  the  time  of  tiling  his  application  a right  to  the  use  of  the  trade-mark  described 
in  the  statement;  that  no  other  person,  firm,  or  corporation  has  a right  to  such  use, 
either  in  the  identical  form  or  in  such  near  resemblance  thereto  as  might  be  calculated 
to  deceive;  that  such  trade-mark  is  used  in  lawful  eommerce  with  foreign  nations  or 
Indian  tribes,  one  or  more  of  which  should  be  particularly  named;  and  that  it  is  truly 
represented  in  the  faesimile  presented  for  registry.’’ 

4th.  A drawing  eonstituting  a satisfactory  facsimile  of  the  trade-mark,  or  two 
copies  of  the  mark  as  actually  used. 

5th.  The  Government  fee  of  $25. 

The  applieation  papers  are  examined  at  the  Patent  Office,  and  the  prosecution  of 
the  case  is  similar  to  that  of  applications  for  patents.  It  is,  therefore,  desirable  to 
have  the  papers  prepared  and  the  application  prosecuted  by  an  attorney  familiar  with 
the  technical  requirements.  Moreover,  such  an  attorne}'  would  be  better  able  to 
judge  whether  the  mark  comes  within  the  scope  of  lawful  trade-marks;  and  if  the 
Patent  Office  refuses  to  register  the  mark,  the  Government  fee  is  not  returned. 

The  term  of  registration  is  thirty  years,  and  is  renewable  for  a further  term  of 
thirty  years..  It  is  to  be  clearly  understood,  however,  that  the  common  law  right  in 
the  trade-mark  does  not  eease  with  the  expiration  of  the  term  of  registry. 

Besides  eomplying  with  certain  requirements  of  foreign  nations,  there  are  other 
advantages  in  favor  of  registration.  There  is  a good  moral  effect  produced  by  the 
statement  that  the  trade-mark  is  registered;  a certifieate  of  registry  prima  facie 
evidence  of  ownership;  registration  permits  of  suits  being  brought  in  the  United 
States  courts  regardless  of  citizenship  or  amount  in  controversy;  and  registration  is 
necessary  before  an  infringer  ean  be  prosecuted  under  the  United  States  penal  statute 
ot  August  14,  1876. 

Trade-mark  suits  may  be  brought  in  the  State  courts  without  registration.  Several 
of.  the  States  not  only  provide  for  civil  redress,  but  have  penal  statutes  for  punishing 
iorgers  or  eounterfeiters  of  trade-marks. 

The  property  right  in  trade-marks  is  assignable,  and  assignments  of  registered 
trade-marks  may  be  recorded  in  the  Patent  Offiee. 


Wood  Engraving 


“ On  trees  were  cut  the  first  symbols  of  thought  ” 

HE  first  illustration  was  cut  in  wood,  because  wood  was  in  use  in 
those  days,  and  no  other  material  was  supposed  to  be  adapted  to  en- 
graving, The  first  wood  cutter  was  the  first  man  who  desired  to 
produce  several  copies  of  an  original,  and  he  was  probably  a China- 
man, because  the  Celestials  are  ingenious,  and  because,  according  to 
records,  almost  everything  originated  in  China  — partly  because  there  are  no  equally 
ancient  records  of  any  other  part  of  the  world. 

Wood  engraving  was  done  in  Europe  in  the  first  quarter  of  the  15th  Century. 

Somebody  who  is  not  sure  of  it,  says  that  in  1423  a wood-cut  was  made  of  St. 
Christopher. 

In  the  Brussels  Library  is  a picture  of  the  Virgin  and  Child,  cut  into  wood,  and 
dated  1418,  but  this  date  is  uot  authenticated. 

There  is  an  undated  wood-cut  of  the  Child  Christ  in  the  Paris  Libraiy,  said  to  have 
been  made  in  1406. 

Wood  engraving  antedates  the  invention  of  type,  and  as  the  cutting  of  characters 
upon  wood  is  substantially  the  same  as  the  cutting  of  metallic  t3’pe  before  the  da^’S  of 
casting,  the  inventor  of  wood  engraving  is  entitled  to  the  credit  of  being  the  pioneer 
originator  of  printing,  for  he  opened  the  first  gate  at  the  beginning  of  the  road  to 
publicity. 

At  the  befrinniiii;  of  commercial  enjjfravino:,  illustration  was  limited  to  en<;ravin£r 

00  00’  o 

upon  steel,  copper,  and  wood,  and  later  to  the  drawing  upon  stone. 

Photo-engraving,  and  all  similar  work,  commercially  known  as  half-tones,  photo- 
gravure, and  process  work,  and  all  other  work  produeed  with  the  aid  of  a camera 
and  used  in  business  and  in  art,  came  into  practical  use  within  the  last  twenty  ^-ears. 

Wood  engraving  is  the  pioneer  of  all  processes  for  the  reproduction  of  illustration. 

Box-wood  is  used,  because  it  is  hardest,  and  is  capable  of  taking  the  thinnest 
lines.  The  process  of  wood  engraving  remains  in  its  primitive  simplicitv.  The 
engraver  takes  a piece  of  box-wood  of  suitable  size,  has  it  perfectl}'  smooth  and  true 
on  one  side,  and  with  a veiy  simple  tool  cuts  the  wood  between  the  drawn  lines. 
Non-teehnicall}^  sj^eaking,  the  wood  engraver  cuts  from  the  surface  of  the  wood 
everything  but  the  picture  upon  it,  leaving  the  picture  in  relief,  d'he  wood  engra\'er\s 
tools  consist  of  a few  instruments,  the  success  of  the  engraving  dejiending  almost 


244 


WOOD  kn(;ra\'in(; 


245 


entirely  upon  the  skill  ot'the  operator.  The  original  ]')ietiire  is  either  drawn  uj-jon  the 
wood,  or  transl'erred  upon  it  b}'  photography  or  some  other  method. 

If  the  pieture  is  in  outline,  and  not  in  the  form  of  a wash-drawing  or  painting,  the 
engraver  has  simply  to  eut  between  the  lines,  in  whieh  ease  the  result  does  not 
dejX'iul  so  mueh  upon  his  skill;  but  if  the  pieture  is  a photograph  of  a painting,  or  of 
nature,  the  wood  engraver  must  be  an  artist,  or  rather  a seidptor,  for  he  has  no  lines 
to  eut  between,  and  must,  with  his  mind  and  hand,  produee  the  etTects  of  shade  and 
charaeter. 

Wood  engraving  eosts  anywhere  from  fifty  cents  to  tive  dollars  a square  inch,  and 
no  regular  price  can  be  made  for  it,  any  more  than  a price  can  be  set  for  buying  oil 
paintings  b}'  the  foot. 

Where  coated  paper  is  to  be  used,  and  where  most  of  the  illustrations  are  repro- 
ductions of  photographs,  the  half-tone  cut  is  less  expensive,  and  fully  as  effective. 

Outline  wood-cuts  will  print  upon  an^-thing  with  any  kind  of  ink,  and  with  every 
quality  of  press-work. 

Fine  wood-cuts,  like  those  which  appear  in  the  leading  magazines,  must  be  printed 
upon  well-tinished  paper,  although  not  necessarily  upon  coated  paper,  but  the  better 
the  paper,  the  better  the  illustration  will  appear. 

The  illustration  must  be  adapted  to  conditions  to  which  its  effectiveness  is  almost 
entirely  due,  and  if  the  advertiser  is  not  a printer  or  engraver,  he  should  never  dictate 
as  to  the  printing  of  illustrations,  but  should  follow  the  advice  of  the  man  who  does 
his  press-work,  and  see  to  it  that  either  the  illustrations  are  adapted  to  the  paper,  or 
that  the  paper  is  adapted  to  the  illustrations. 

While  coated  paper  is  expensive,  the  price  is  not  a sure  guide  to  its  suitability  for 
illustrations,  for  there  is  a good  deal  of  paper  upon  the  market  intended  for  cover 
work  and  other  purposes,  upon  which  more  than  one  class  of  illustrations  cannot  be 
printed,  and  some  paper  is  not  adapted  to  an}’  kind  of  cut. 

The  drawing  or  photograph  must  be  absolutely  correct  in  essentials  — and  in 
details,  if  it  is  mechanical  — before  the  engraver  begins  his  work.  Slight  alterations 
sometimes  can  be  made  after  the  engraving  is  finished,  but  these  changes  are  very 
expensive.  Always  tell  the  engraver  for  what  purpose  his  engraving  is  going  to  be 
used,  in  order  that  he  may  adapt  it  to  its  work. 

Never  print  directly  from  the  wood-cut.  Always  use  an  electrot3’pe.  Do  not  send 
the  fine  wood-cut  to  a cheap  electrotyper.  lie  may  spoil  it. 

Do  not  use  an  electrotype  of  a fine  wood-cut  for  the  pattern  cut  for  electrotyping, 
as  a reproduction  is  never  as  deep  and  sharp  as  the  original,  and  an  electrotype  from 
an  electrotype  from  a wood-cut,  if  the  wood-cut  be  finely  executed,  is  not  as  good  as 
an  electrotype  direct  from  the  wood-cut. 

So  far  as  the  printed  result  is  concerned,  wood-cuts  have  the  appearance  of  the 
process  or  photo-engraving  plate.  It  would  be  a waste  of  space  to  show  illustrations 
in  this  department,  when  the  department  of  “ Photo-Engraving”  presents  a scries  of 
pictures  in  character  identical  with  wood-cuts. 


Photo-Engraving' 

“ Pictures  of  light  ’’ 


OIMMERCIALLY  speaking',  plioto-engraving,  or  what  is  commonly 
known  as  process  work,  is  that  wliicli  is  primarily  clone  by  the  com- 
bination of  the  camera  and  an  etching  acid.  Half-tone  cuts  arc  photo- 
engravings, but  as  their  character  materially  ditlers  from  the  process 
cut,  they  are  considered  by  themselves.  The  wood-cut,  as  its  name 
implies,  is  simply  a picture  or  a drawing  cut  in  wood. 

The  photo-engraving  cut  is  made  by  photographing  an  outline  drawing  upon  zinc 
or  copper,  placing  the  plate  in  an  acid  bath,  and  keeping  the  acid  flowing  over  its 
surface  until  the  parts  between  the  photographic  lines  have  been  etched  or  eaten 

out. 


OILL  ENG,  CO.,  N Y. 

Plate  No.  i.  — From  a “sketch  from  life.” 


Accommodating  nature,  or  rather 
chemistry,  allows  the  acid  to  take 
efl'eet  upon  that  part  of  the  zinc  or 
copper  which  does  not  consist  of  the 
lines  of  the  photograph. 

A process  cut  cannot  be  made  di- 
rectly from  a photograph,  or  from  an}' 
picture  or  drawing  unless  the  outlines 
are  clear  and  distinct.  The  photograph 
or  drawing  must  be  reduced  to  sharp 
outline  before  it  is  photograj'fhed  upon 
the  metallic  plate. 

Process  cuts  were  invented  to  com- 
pete with  the  wood-cut,  and  although 
they  were  poor  apologies  for  it  at  the 
start,  they  now  ha\'e  practically  taken 
its  place. 

In  the  results  there  is  little  percep- 
tible dilference  between  the  ))rocess  cut 
and  the  wood-cut,  for  both  are  in  out- 
line, that  is,  they  show  lines,  and  do  not 
have  the  cloud}'  effect  of  the  half-tone 


246 


IMK/rO-ICNG  RAVING 


247 


or  the  lithograph.  '^Plic  pro- 
cess cut  is  practically  a sort  ol' 
chemical  substitute  lor  the' 
wood-cut. 

To-dav  there  are  probahh' 
a hundred  j')rocess  cuts  in  use 
to  cver\'  wood-cut,  and  while 
wood  cutting  is  decreasing, 
photo-engra\ing  is  gaining 
most  rapidly  in  ^•olume. 

The  process  cut,  if  repre- 
senting a hnely  drawn  sub- 
ject, cannot  be  as  deep  as  the 
wood-cut,  nor  can  its  lines 
be  as  sharp,  but  in  the  pro- 
duction of  very  open  cuts  the 
depth  is  the  same,  because 
a hand  tool  is  used  to  gouge 
out  the  metal  between  the 
lines. 

The  higher  grade  of  photo- 
engiau’ers  are  now  engraving- 
even  between  some  of  the  fine 
lines,  and  in  that  way  are 
making  process  cuts  almost 
as  deep  as  wood-cuts. 

The  engraver  can  instantly  plate  No.  2.-From  a drawing  from  a steel  print, 

tell  whether  it  is  better  to  use  process  or  wood  engraving  for  any  given  subject,  and 
unless  one  knows  himself,  he  should  depend  upon  his  engraver’s  judgment. 

Practically  all  of  the  illustrations  in  newspapers  are  made  by  the  zinc  process, 

which  has  now  reached  such  perfection  as  to 
permit  of  a respectable  cut  being  made  inside 
of  thirty  minutes.  The  original  plate  can  be 


GILL  ENG.  CO.,  N.  Y. 

Plate  No.  3. — Drawn  from  a photograph. 


GILL  ENG.  CO.,  N.  Y. 

Plate  No.  4. — From  a pen  drawing. 


248 


FOWLER’S  PUBLICITY 


GILL  ENG.  CO.,  N.  Y. 


Plate  No.  5.  — Full  shade  drawing  from 
object. 


Plate  No.  6.  — A newspaper  portrait. 


printed  from,  but  it  is  gen- 
erally better  to  use  an  elec- 
trotype and  preserve  the 
original  as  a pattern.  Never 
make  duplicate  electrotypes 
ol  process  cuts  from  the 
electroL  pe  of  the  cut. 

Alwa3’s  use  the  original 
cut  as  a pattern. 

What  is  said  concerning 

o 

wood-cuts,  so  far  as  their 
use  is  concerned,  applies  to 
photo-engravings. 


GILL  ENG.  CO.,  N Y 

Plate  No.  7.  — From  an  outline  drawing. 


GILL  ENG.  CO.,  N.  Y. 

Plate  No.  8.— Drawn  from  a photograph. 


GILL  ENG.  CO.,  N. 


I'l.A  TE  No.  10. — Drawn  frcun  object. 


Plate  No.  9.  — h'rom  a ptm  drawing. 


OlLl  ENG.  CO..  N. 


Half-Tones 


Kicli  in  suggested  outline,  strong  in  the  warmth  of  depth  ” 


l^X'KNT  discovery  and  improvement  in  methods  of  eno-ravin^  liave 
}')rodiieed  what  is  commercially  known  as  the  half-tone.  The  half- 
tone ilhistration  is  not  a lithoo-raph,  a wood-cut,  nor  what  is  commonly 
known  as  a process  reproduction.  It  is  more  like  an  etching  in  appear- 
ance and  in  method  of  making. 

The  half-tone  is  made  by  photographing  the  picture  or  object,  and  by  printing  the 
photograph  directlv  upon  zinc  or  copper,  either  from  the  original  or  another  negative. 

The  plate  is  then  submerged  in  an  acid  bath,  the  bath  being 
gently  rocked  for  a given  period  that  the  acid  may  flow  over 
the  face  of  the  plate,  and  not  quietlv  stand  over  it.  The 
plate,  when  taken 
t'rom  the  bath,  shows 
the  faint  outline  or 
suggestion  of  the  pic- 
ture, and  yet  presents 
a surfaee  as  smooth 
as  the  flnest  netting. 

Half-tones  ean  be 
made  of  any  subject, 
but  generally  the 


photograph  of  the 


GILL  ENG.  CO.,  N.  > 

Plate  No.  i. — From  a photograph. 


subject  needs  toning 
with  the  brush  in 
order  that  the  proper 
shades  may  be  given,  and  the  objectionable 
portions  removed  or  altered. 

A photograph  of  any  object,  or  the  print 
in  wood,  or  the  pieture  in  oil,  can  be  photo- 
graphed and  made  into  a half-tone  cut,  and 
the  original  picture  can  be  altered  by  the 
brush  as  much  as  the  artist  desires,  provided 
he  understands  the  art  of  painting-in  and 


Tlate  No.  2. — Retouched  from  photograph. 


249 


250 


FOWLER’S  PUBLICITY 


I 


GILL  ENO.  CO.,  N,  Y. 


GILL  ENCI.  CO.,  N.  V 


iMate  No.  7. — From  a photograph.  I<e-«ngraved. 


1*1, ATE  N(».  S.  — \'igiu*tti‘ii  platL*  from  wash  drawing. 


HALF-TONES 


251 


paintin^-out  lor  hall-tone 
cn<;ravinir.  '^J'hc  wood-cut 
shows  everything  in  lines, 
nothini^  bein^'  eloudy  or 
solid,  but  the  hall-tone  cut 
shows  little  in  actual  out- 
line, and  resembles  a wash 
drawin<j^,  or  an  etching. 

Some  of  the  best  half-tone 
cuts  arc  made  from  the  wash 
drawings  of  good  artists, 
and  frequently  a better  elf'eet 
is  produced  this  way  be- 
cause the  artist  can  prevent 
the  discrepancies  shown  up 
by  the  camera. 

A half-tone  cut  can  be 
made  without  the  photo- 
graph or  drawing  being 
lined,  while  an  ordinary 
process  cut  cannot  be  pro- 
duced directly  from  an  un- 
touched or  unlined  photo- 
graph or  drawing. 

The  half-tone  cut  is  com- 
mercially the  highest  and 
best  reproduction  of  the 
photograph. 

Half-tone  cuts  can  be 
printed  upon  calendered 
paper,  but  their  excellence 
can  never  be  reproduced 
except  by  printing  upon  the 
best  grade  of  coated  or  plate 
paper. 

The  coarser  half-tone 
cuts,  which  are  made  by 
well  printed  in  newspapers 


Plate  No.  3.  — A pencil  portrait. 

photographing  through  a coarse  screen,  can  be  fairl}^ 
which  are  not  printed  upon  perfecting  presses,  but  the  advertiser  should  never  send 
a half-tone  cut  to  any  publication  without  requesting  the  publisher  to  return  it  if  he 
cannot  print  it  well. 

Half-tone  cuts  were  used  mostly  for  the  reproduction  of  scenery,  and  of  portraits. 


HALF-TONES 


252 


riatf  No,  12. — T'rom  a ])lintognipli. 


GILL  ENG.  CO.,  N.  Y. 

Plate  No.  9. — Made  directly  from  silver. 


GILL  ENG.  CO.,  N.  Y. 

Plate  No.  II. — I'rom  a pliotograpli.  Ke-eiigraved. 


GILL  ENG.  CO.,  N.  Y. 

Plate  No,  10. — A pencil  sketcli. 


IIALK-TONKS 


253 


GILL  ENG.  CO.,  N.  Y. 

Plate  No.  4.  — From  a photograph  of 'a 
painting. 


hut  rcct'iitly  they  ha\’c  been  very  widely’  utilized  lor 
illustrating  niaehinery,  lor  they  perleeth'  present  pluj- 
tograj'thie  etVeets. 

The  better  o-rade  of  half-tone  euts  had  better  not 
be  printed  exeept  upon  plate  paper,  and  il'thc  book 
does  not  use  this  qualit}',  they  shoidd  a]')pear  as  inserts. 

The  elfeet  of  an  etching  can  be  given  by  surround- 
ing the  half-tone  cut  with  a faint  yellow,  green,  or 
blue  border,  an  inch  or  so  wide,  or  by  printing  it 
upon  a slight  tint  a quarter  of  an  inch  or  so  wider 
than  the  cut. 

Half-tone  cuts  should  never  be  printed  in  any  ex- 
eept a decided  color  of  ink,  or  in  various  blacks,  like 
blue-black  or  bronze-blue. 

The  engraver  requires  from  one  to  four  days’  time 
in  the  making  of  a half-tone  cut,  and  a photograph  or 
picture  should  never  be  sent  in  without  the  request 
that  he  tone  the  picture  as  much  as  may  be  necessary,  and  return  it  it  he  thinks  a 
good  result  impossible. 

Half-tone  work  is  adapted  to  vignetting, 
and  the  reproduction  of  faces  and  dainty 
bits  of  scenery. 

A half-tone  cut  is  capable  of  producing 
from  fifty  thousand  to  a hundred  thou- 
sand impressions. 

Unless  absolutely  necessary,  do  not  use 
an  electrotype  of  a half-tone  cut,  for  the 
electrotype  cannot  possibly  be  as  good  as 
the  original.  If  necessary  to  save  press- 
work  have  several  similar  half-tone  euts 
made. 

The  cost  of  half-tone  making  is  from 
twenty  to  thirty  cents  per  square  inch,  the 
minimum  price  being  about  three  dollars. 

Hah-tones  should  be  printed  upon 
white,  cream,  or  j’ellow  paper,  and  never 
upon  deep  tints  or  colors. 

The  accompanying  illustrations  repre- 
sent the  better  class  of  half-tone  work. 


Plate  No.  5. — Re-engraved  half-tone. 


Steel  Engraving 

“ Deep  in  richness  ” 


TEEL  engraving  in  appearance  differs  from  ordinary  letter-press  work 
in  that  the  product  ot  the  printing  press  is  perfectly  smooth,  while  the 
result  of  engraving  on  steel  is  in  slight  relief,  the  ink  of  engraving  not 
sinking  into  the  paper.  It  is  not  pressed  into  it,  but  apparently  dropped 
upon  it. 

Steel  engraving  differs  from  embossing  in  being  far  less  in  relief,  and  its  capacity  to 
reproduce  the  finest  possible  lines. 

Steel  and  copper  engraving  are  practically  identical,  but  convenience  suggests  the 
consideration  of  the  latter  in  a department  by  itself 

The  steel  engraver,  with  a sharp  instrument,  cuts  the  lettering  or  design  into  the 
steel  plate.  Type  is  cut  out.  The  steel  plate  is  cut  in.  The  ink  touches  the  face 
of  the  type,  and  goes  into  the  engraved  plate. 

The  engraved  plate  is  really  a matrix,  and  printing  is  accomplished  Iw  filling  the 
matrix  with  ink,  and  depositing  it  upon  the  paper. 

The  process  of  printing  from  a steel  plate  is  wholly  or  half  by  hand.  The  plate  for 
each  impression  is  inked  with  a heav}’  bodied  ink,  the  ink  being  forced  into  the  en- 
graved crevice.  The  plate  is  then  washed  with  benzine,  polished  with  whiting,  and 
the  paper  or  card  to  be  printed  upon  is  placed  over  the  plate,  and  is  pressed  upon  it 
with  a hand  or  power  press,  — generally  the  former,  — with  sufficient  pressure  to 
drive  the  ink  in  the  crevices  of  the  plate  on  to  the  card  or  paper.  The  plate  is  then 
inked  again,  washed,  and  polished  for  the  next  impression.  The  process  is  slow, 
recpiiring  two  operators,  but  so  expert  have  the}’  become  that  a good  team  can  take 
three  or  four  hundred  impressions  an  hour. 

The  cost  of  engraving  is  about  seventy-five  cents  to  a dollar  ]X'r  short  line,  the 
fancy  lines  costing  considerably  more. 

The  expense  of  engraving  an  illustration  of  say  sixty-four  inches  is  seldom  less  than 
one  hundred  dollars,  and  sometimes  is  several  hundred. 

A good  steel  plate  is  capable  of  producing  fifty  thousand  imju'essions. 

The  cost  of  press-work  for  small  cards  is  about  one  cent  per  copy,  the  stock  gen- 
erally included;  and  the  charge  usually  made  on  long  runs,  exclusive  of  the  stock,  is 
from  twenty-five  cents  to  fifty  cents  ])er  hundred,  the  size  of' the  engra\  ed  plate  regu- 
lating the  price,  many  plates  costing  as  high  as  ten  cents  per  cojiy  printed. 


254 


STKKl.  ICN(;i<AVIN(; 


255 


Steel  en^rax  inn'  atul  steel  j^late  printing-  are  entirely  ditlerent  iVoni  tyjie  setting  and 
letter-press  printing-,  and  comparatively  lew  regular  printers  have  I'acilities  for  steel 
plate  work. 

Lithograjdiy  has  attempted  to  imitate  steel  engraving.  It  has  succeeded  fairly 
well,  and  is  recommended  to  those  houses  using  enormous  (piantities  of  billheads  and 
other  standard  commercial  ]')riiiting.  The  imitation  is  not  as  good  as  the  original, 
hut  if  a j-)Iain  letter  is  used,  the  difference  in  cost  suggests  lithography,  for  long  runs. 

Professional  cards  of  every  class  should  be  engraved  on  steel  or  copper,  and  the 
card  of  the  traveling  salesman,  and  even  that  of  the  business  man,  should,  if  the  ex- 
pense is  warranted,  be  produeed  by  this  process. 

There  is  a richness  about  engraved  work  that  commands  respect. 

The  social  card  shoidd  always  be  engraved  on  steel  or  eopper,  and  invitations  of 
every  class  are  not  in  good  taste  unless  steel  or  copper  engraved,  except  in  cases 
where  the  occasion  is  not  formal;  but  even  then,  if  a limited  number  are  to  be  sent 
out,  the  steel  or  copper  engraver  should  be  employed. 

Many  coneerns  use  steel  engraving  for  all  of  their  stationery,  including  their  bill- 
heads; this  gives  a dignity  and  character  to  the  correspondence. 

Announcements  of  openings,  if  ^nt  to  ladies,  should  be  engraved  on  steel  or 
copper. 

By  deeply  cutting  the  steel  plate,  a more  strongly  marked  relief  is  apparent,  and 
the  result  may  be  classed  as  embossed.  This  work  is  very  rich,  and  is  recommended 
for  letter  heads  and  envelope  corners;  certainly  nothing  is  in  better  taste  for  social 
note  paper. 

All  steel  engraved  work  should  contain  as  few  words  as  possible,  and  proper  names 
should  never  be  in  fancy  t3’pe. 

The  richness  of  steel  work  suggests,  and  even  renders  necessar}/,  simplicity  in 
lettering. 

Steel  engraved  pictures,  from  stock  or  special  designs,  present  one  of  the  richest 
and  most  effective  mountings  for  monthly'  calendars,  especially  if  they  are  to  reach 
the  home. 

Commercially  considered,  steel  engraving  is  a step  higher,  artistically,  than  the 
highest  grade  of  letter-press  work,  and  is  to  be  recommended  to  all  those  who  can 
stand  the  expense;  and  for  all  work  reaching  ladies,  whether  in  society,  or  but  apers 
of  society. 


Copper  Engraving 

“ Not  cut  to  last.” 


I IE  copper  plate,  and  the  method  of  engravino^  it,  and  its  use,  are  com- 
mercially identical  with  the  steel  plate. 

The  cost  of  engraving  copper  plates  with  script  lettering  is  from 
thirty  cents  to  a dollar  a line,  fane}'  letters  costing  from  twice  to  ten 
times  as  much, 

A copper  plate  will  not  generally  print  more  than  five  thousand  impressions,  the 
minimum  limit  often  being  as  low  as  two  thousand.  It  can  be  re-cut  and  made  to  be 
nearly  as  good  as  it  was  in  the  first  place. 

A good  copper  plate,  if  not  overworked,  will  do  practically  the  same  quality  of 
work  as  the  steel  plate,  but  there  is  danger  of  the  copper  plate  losing  its  sharpness 
after  a few  hundred  impressions. 

The  cost  of  printing  from  the  copper  plate  is  the  same  as  from  the  steel  plate. 

For  visiting  and  business  cards,  invitations,  billheads,  and  other  similar  work,  the 
copper  plate  answers  the  purpose  as  well  as  the  steel  plate,  and  the  difi'erence  in  cost 
recommends  it;  but  for  work  which  may  run  into  the  thousands,  and  where  it  is  neces- 
sary to  use  the  same  design  over  and  over  again,  the  steel  plate  is  the  cheapest  in  the 
end.  Practically  all  calling  cards  are  printed  from  copper,  and  nearly  all  invitations 
of  a social  or  business  character  are  engraved  upon  copper. 

There  is  nothing  richer  nor  more  appropriate  than  the  engra^•ed  inA’itation  or  an- 
nouncement of  an  opening,  and  notwithstanding  the  common  use  ol  this  class  ot  work, 
it  is  always  in  good  taste,  and  always  appreciated  by  the  receiver. 

Lithography  in  one  printing  can  closely  imitate  copper  engraving,  but  it  is  not  as 
economical  unless  a large  number  of  copies  are  to  be  printed. 

The  copper  plate  can  be  engraved  at  the  shortest  notice,  and  its  work  deli\'ered 
immediately. 

It  is  advisable  to  use  script  lettering  wherever  possible,  as  lancv  letters  must  be 
most  carefully  designed  to  present  the  richness  of  engraving. 

The  engraving  itself  is  recognized  as  ot'  good  quality,  and  the  utmost  simplicity  is 
sutficiently  rich  to  render  imnecessary  the  expense  oi  fancy  letters  or  elaborate 
designs. 

Ordinary  letter-]')ress  does  not  compete  with  coj-tper  work,  as  it  is  impossible  lor  it, 
even  with  the  best  of  j^aper  and  jiress-work,  to  resemble  it  in  (pialit}-. 


COrrER  ENGRAVING 


257 


'Fhc  cngravini^  of  an  invitation  to  an  opening,  or  for  any  other  business  announce- 
ment, should  follow  the  style  of  social  invitations,  both  in  lettering  and  arrangement. 

'The  paper  should  be  a high-grade,  double  sheet;  or  fmel}'  finished  cardboard  can 
be  used. 

An  engraved  monogram,  or  seal,  or  trade-mark,  is  generally  in  good  taste,  pro- 
vided it  is  well  executed  and  not  too  conspicuous. 

The  professional  card  should  always  be  engraved,  and  follow  the  style  of  the  social 
card,  with  or  without  the  address  and  office  hours. 

Most  traveling  salesmen  prefer  engraved  cards,  and  use  those  without  the  firm 
name  or  address. 

Billheads  and  business  cards,  if  a number  of  them  are  to  be  used,  had  better  be 
engraved  upon  steel. 

Considered  commercially,  copper  work  is  merely  a grade  higher  than  the  highest 
class  of  letter-press  work,  and  is  to  be  recommended  in  every  case  where  the  expense 
justihes  it,  and  the  work  is  to  go  into  the  hands  of  ladies. 

The  merchant  makes  a mistake  when  he  assumes  that  the  lower  strata  of  the 
middle  class  do  not  demand  the  same  quality  of  announcement  as  those  higher  in  the 
social  scale.  The  servant  girl  may  not  have  an  engraved  card,  but  she  requires 
the  milliner  to  send  her  as  fine  looking  an  announcement  of  his  opening  as  he  sends 
to  the  lady  of  the  house. 

It  is  as  essential  to  use  the  best  methods  in  reaching  the  common  people  as  in 
attempting  to  reach  the  better  class;  and  even  more  so,  because  the  better  class  do 
not  care  so  much  for  effect,  and  will  appreciate  the  intrinsic  value  of  the  goods,  even 
if  they  are  not  as  well  announced. 

Be  sure  that  the  engraver  spells  the  words  correctly.  Engraved  work  is  frequently 
misspelled. 

See  to  it  that  the  engraver  does  not  make  illegible  letters.  Nearly  all  engravers 
are  artists  or  are  patrons  of  art,  and  they  do  not  appreciate  the  commercial  necessity 
of  distinctness.  Art  can  be  simple,  and  script  can  be  readable. 

There  is  no  more  mistaken  notion  than  that  which  assumes  that  true  art  is  not 
simple,  and  that  it  must  not  be  legible.  The  engraved  invitation  cannot  be  as  read- 
able as  one  set  in  Roman  or  Gothic  type,  but  it  can  be  reasonably  so,  and  the  name 
and  address  need  not  be  untranslatable. 

The  language  used  in  all  engraved  work  should  be  dignified,  and  in  the  best  of 
taste,  closely  following  social  standards. 

Humor,  wit,  or  any  off-hand  expression  is  never  allowable  in  an  engraved  invita- 
tion. 

The  letter-press  must  never  appear  in  connection  with  engraved  work,  nor  must 
the  paper,  or  the  envelopes,  or  anything  else  about  the  mechanical  construction  far 
depart  from  the  conventional  social  lines. 

Originality  is  not  an  advantage  in  engraved  advertising,  however  much  it  may  be 
essential  to  every  other  class  of  publicity. 


Embossing 


“ Not  afraid  to  stand  up  ” 


MBOSSING  differs  from  other  classes  of  printing  and  engraving  in 
that  it  is  in  relief. 

The  process  of  embossing  consists  of  stamping  the  design  or  letters 
upon  paper  or  other  material  with  a deeply  cut  die. 

Embossing  may  rise  but  little  above  the  surface,  or  it  may  be  nearlv 
an  eighth  of  an  inch  high,  but  the  greater  part  of  embossed  work  rises  not  much 
more  than  a thirty-second  of  an  inch. 

Embossing  is  used  for  the  higher  grade  of  social  and  business  stationery  and  for 
business  and  fancy  cards;  and  further  appears  in  street  car  advertising  and  indoor 


The  better  grade  of  embossed  work  is  expensive,  but  when  done  in  quantities,  and 
coarsely,  it  is  not  very  much  more  costly  than  other  elaborate  methods  of  printing. 

Embossing  is  recommended  for  office  stationery,  as  there  is  nothing  quite  so  rich, 
and  certainly  nothing  in  better  taste. 

Embossed  stationery  shordd  never  be  in  more  than  one  color,  and  the  richness  of 
the  work  permits  the  use  of  almost  any  color  or  tint. 

Advertising  cards  can  be  embossed  in  several  colors,  and  quite  a realistic  appear- 
ance is  given  to  the  picture  of  a bottle  or  other  article  of  smooth  surface. 

Embossed  lettering  on  advertising  cards  must  be  large  and  bold  and  never  run 


close  together. 


Gilt  and  other  bronze  can  be  used  for  embossed  work,  for  the  relief  effect  makes 
the  lettering  legible  at  any  angle. 

An  attempt  should  never  be  made  to  illustrate  an  article  by  embossing,  if  the 
article  is  of  hne  construction,  for  the  boldness  of  embossing  prevents  the  reproduc- 
tion of  fine  lines  in  relief. 

A cheaply  embossed  card  has  all  the  disadvantages  of  shoddy  work,  and  good 
letter-press  work  or  lithography  is  far  preferable  to  poor  embossing. 

Care  should  be  taken  to  emboss  on  strong,  heavy  stock  for  sign  work,  and  upon  a 
material  so  firm  or  so  well  fastened  together  that  it  will  not  peel  or  warp. 

A good  quality  of  bronze  should  be  used.  Nothing  looks  worse  than  an  embossed 
sign  with  the  gilt  worn  off  of  it. 

Generally  a better  efi'cct  is  secured  by  confining  the  embossing  to  lettering  and  to 


EMBOSSING 


259 


;i  simple  border,  and  by  not  attempting  to  inartistically  and  inellcetively  reproduee 
ovcr-deeorative  designs  and  illustrations. 

Comparatively  tew  artieles  look  well  embossed,  and  the  attempt  to  make  them 
realistic  really  works  the  other  way. 

The  expense  of  making  the  dies  is  considerable,  except  where  only  small  letters 
and  few  words  are  used,  and  embossed  advertising  docs  not  pay  unless  a considerable 
quantity  is  ordered. 

Bas-relief  work,  which  is  the  deepest  of  embossing,  is  sufficiently  important  to  be 
considered  by  itself. 

In  ordering  embossed  work  for  street-car  or  indoor  signs,  be  sure  to  impress  upon 
the  maker  the  disadvantages  of  over-artistic  work,  and  illegible  letters,  and  insist 
upon  seeing  a linishcd  proof. 

Use  as  few  words  as  possible,  tend  towards  simplicity,  and  request  that  proofs 
be  furnished  in  several  combinations  of  colors,  that  the  most  effective  may  be 
selected. 

In  sending  embossed  signs  through  the  mail  or  by  express,  always  pack  them 
between  boards  or  heavy  pasteboard,  and  carefully  protect  the  corners. 

The  embossed  sign  must  be  attached  to  the  wall  or  other  part  of  the  store  or  car, 
and  as  comparatively  few  storekeepers  are  willing  to  take  the  pains  to  arrange  for 
displaying  them,  it  is  generally  advisable  to  send  hanging  cords  or  other  means  of 
holding  them  in  position,  and  to  attach  a tack  or  hook  to  the  cord  so  that  the  receiver^ 
without  any  exertion,  can  immediately  place  them  in  a conspicuous  position. 


Bookkeeping 

“ It  stands,  for  it’s  recorded  in  the  books” 


HE  better  keepers  of  advertising  accounts  have  invented  or  adapted 
systems  of  bookkeeping,  and  most  of  them  are  practical  and  labor- 
saving. 

This  department  suggests  to  the  professional  bookkeeper,  and 
attempts  to  furnish  a simple  plan  for  those  unfamiliar  with  advertise- 
ment checking  and  bookkeeping. 

The  difficulty  of  keeping  advertising  accounts  and  checking  advertisements  is  more 
apparent  than  real,  and  the  technical  side  of  them  can  be  easil}’  mastered  by  any  fair 
bookkeeper. 

The  bookkeeper  must  record  advertising  as  he  would  merchandise,  and  simply 
needs  to  learn  short  advertising  expressions  and  abbreviations,  and  a system  of 
checking. 

Advertising  contracts  should  be  invariably  entered  in  the  name  of  the  publication 
and  not  in  the  name  of  the  publisher,  and  checks  should  be  made  payable  the  same 
way.  If  desired,  the  name  of  the  publisher  can  be  given  in  connection  with  the  title 
of  the  publication,  and  both  may  be  referred  to  in  the  index,  but  the  name  for  ready 
reference  should  be  that  of  the  publication.  “John  Smith”  may’  publish  a number  of 
periodicals,  and  if  one  is  advertising  in  all  of  them  the  recording  of  the  contracts  in  the 
firm  name  will  cause  confusion. 

Where  several  contracts  are  made  with  one  publisher,  it  may’  be  advisable  to  make 
out  a check  for  each  publication  instead  of  sending  an  aggregate  check,  in  order  that 
the  checkbook,  as  well  as  the  bookkeeping  book,  may  plainly  show  the  disposition  of 
the  money. 

It  is  well  to  enter  and  index  the  publications  in  the  name  of  the  town  or  city,  in- 
stead of  in  the  name  of  the  paper.  There  are  many  “ Heralds,”  “Journals,”  and 
“ Times,”  and  convenience  suggests  that  they  be  entered  as  “ Smithtown  Herald,” 
“Jonestown  Journal,”  and  “ Whiteville  Times.”  The  name  of  the  State  must  always 
appear  with  the  name  of  the  cit}’. 

General  advertisers  are  entitled  to  a free  copy  of  the  periodical  containing  their 
advertisements,  but  local  advertisers  may  not  be  given  this  consideration. 

The  periodical  should  be  opened  within  a few  days  of  its  receipt,  and  the  adver- 
tisement carefully’  inspected.  The  insertion,  correct  or  otherwise,  should  be  entered 

260 


liOOKKEEI’lNG 


261 


Boston  Son 


yy\ 


C.H.  WARREN  & CO. 

DEALER  IN 

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393—395  MAI]V. 

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C.H.WARREN&CO. 

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Boy’s  Satin  Calf  Lace,  with 
strong,  heavy,  long-wear  soles  and 
handsome  Opera  toe  of  magnificent- 
style  and  solid  comfort,  to  5^4, 
$1.50;  and  the  same  thing  in 
Youth’s,  11  to  2,  $1.25. 

SURtTY  SHOE  STORE, 

JL  r'J  w 


Plate  No.  i. 


262 


FOWLER’S  PUBLICITY 


in  the  checking  book,  and  if  not  according  to  contract,  the  publication  should  be 
immediately  notified. 

The  advertisement  should  be  cut  from  the  page  and  pasted  in  a scrap  book,  and 
each  change  of  advertisement  should  also  be  cut  out  and  retained. 

The  scrap  book  method  of  advertisement  checking  is  in  every  way  the  simplest, 
the  most  rapid,  and  the  best. 

Scrap  books  can  be  obtained  of  any  stationer,  and  ready  made  advertisement  check- 
ing books  are  to  be  found  in  the  large  cities;  but  care  must  be  taken  not  to  obtain  one 
too  complicated  to  be  easily  understood  and  kept. 

The  ordinary  scrap  book  with  very  large  pages  gives  all  the  record  necessary  except 
the  bookkeeper’s  ledger.  The  scrap  book  pages  should  be  plainly  numbered,  and 
the  index  should  be  in  a separate  book. 

If  the  scrap  book  is  large  enough  it  is  a good  plan  to  paste  in  the  contract  or  a copy 
of  it.  The  date  of  each  insertion  should  be  written  beneath  the  pasted-in  advertise- 
ment. When  a bill  has  been  approved  the  clerk  should  draw  a line  beneath  the 
dates  containing  the  approved  insertion;  and  when  the  bill  is  paid,  the  amount  and 
date  of  payment  should  be  written  between  the  lines  and  the  date,  preferably  in  red 
ink.  When  an  advertisement  is  omitted  draw  a circle  around  the  date,  and  when  the 
wrong  advertisement  appears  surround  the  date  with  a square.  Other  marks  may  be 
easily  adopted  by  the  advertiser  to  illustrate  necessary  conditions. 

The  following  tables  of  abbreviations  may  be  of  use  in  the  checking  and  entering 
of  advertisements. 


Daily  paper 

d 

Every  other  week 

. eow 

Sunday  paper 

s 

Every  other  month  .... 

. eom 

Semi-weekly  paper 

s\v 

One  time  a week 

. I taw 

Weekly  paper 

w 

Two  times  a week  .... 

2 taw 

Bi-weekly  paper 

bw 

Three  times  a week  .... 

3 taw 

Semi-monthly  paper  . . . . 

sm 

Four  times  a week  .... 

4 taw 

Monthly  paper 

m 

Five  times  a week  .... 

5 taw 

Quarterly  paper 

q 

* Till  forbidden 

tf 

Every  issue 

ei 

Times 

t 

Every  day 

ed 

Next  to  reading  matter 

. nr 

Every  week 

ew 

Top  of  column 

. tc 

Every  month 

em 

Page 

P 

Every  other  issue 

eoi 

First  Page 

I p 

Every  other  day 

eod 

Second  Page  

2 p 

A yearly  calendar,  the  full 

year  appearing  on  one  side  of  the  card,  and 

so 

arranged 

that  the  days  of  at  least  six 

months 

run 

in  a continuous  line,  should 

be 

on  ever}' 

checking  desk. 

Plate  No.  I represents  the  simple  scrap  book  form  worked  out  into  practical  use. 
A full  page  should  be  given  to  each  publication,  and  sometimes  several  pages. 

Plate  No.  2 represents  a form  of  checking  book  arrangement  which  may  be  used  to 
advantage, -but  the  writer  does  not  consider  it  as  effective  and  as  easy  to  keep  as  the 
ordinary  scrap  book  method. 

* The  writing  of  “ tf  ” or  “ till  forbidden  ” in  a contract  signifies  that  the  advertisement  is  to  run  until  ordered  discontinued.  . 


BOOKKEEPING 


263 


SraTG 

C ir  V 

Narvi  t 

Paper 

H ow 

Poaushed 

Oat  c 

or 

CoMT<RAeT 

OATE  op 
1ST. 

irOSGRTlOM 

0 

f^iA^Ws 

cl 

feaJl,  J 

3“*" ‘A;’ 

S 12-  £■  0(> 

Ao'tER.TisrtiEKii 

VA>H  Cm 

To 

Appear 

WHOL  C 
r»fo.  or 
r 1 »v\  cs 

Price 
Pc^  Tjmc 

Tot  AC- 
COST 

Lj- 

(\Ct 

e ci 

(CviU-g 

5,0  0 

1.  oc? 

2.0  0.  00 

HovJ 

f*AVA6LC 

wheis/ 

Pay«6LC 

LAST 
PaYtAE*^T 
A 0 £ 

Lf\3T  PaY- 
MCn/T  I M- 

Cl  00  EO 

0/vHSStOMS 

ARRICS 

Cc^ 

>v\ 

TaJS.. 

8^-  % 

aovC(\TlSeMeNT  Appeareo  I (V 

rc6*?^ARY 

Ap««u 

^iPiY 

Ju  M G 

7-a'-9-/K(x 

lS-0.?o 

Plate  No.  2. 


How  Not  to  Advertise 


Write  right  when  you  write’’ 


I IE  story  writer  need  not  be  over-particular.  Folks  will  read  poor  stories. 
Poor  poetiy  may  not  lose  the  poor  poet’s  money,  because  he  has  not 
an}^  money  to  lose.  Folks  buy  periodicals  for  reading  purposes,  and  if 
they  pay  for  them,  they  will  read  them  that  they  may  get  their  money’s 
worth. 

Abominable  reading  matter  is  read.  Indigestible  food  is  eaten.  Most  men  would 
rather  make  themselves  sick  eating  what  they  ought  not  to  eat,  after  they  have 
ordered  it,  than  fail  to  get  an  equivalent  for  their  expenditure. 

Periodicals  are  not  purchased  for  their  advertising  columns.  Folks  read  good  ad- 
vertisements, but  they  will  not  read  bad  ones.  As  the  privilege  of  reading  adver- 
tisements is  not  supposed  to  be  paid  for,  folks  have  a right  to  suppose  that  they  do  not 
have  to  read  advertisements. 

It  is  not  necessary  to  make  people  read  a story.  They  will'  read  it  if  they  have 
paid  for  it.  It  is  necessary  to  make  people  read  advertisements.  If  advertisements 
were  read  as  reading  matter  is  read,  advertisements  could  be  in  reading  matter  form. 

Folks  assume  that  they  do  not  read  advertisements,  and  this  is  the  reason  for  the 
engagement  of  the  best  artists  and  the  best  writers,  that  the  advertisement,  by  its 
excellence  and  attractiveness,  may  force  itself  before  the  public  and  into  the  public. 

The  author  is  paid  for  writing  the  story.  The  advertiser  pays  to  have  his  con- 
tribution printed. 

The  story  writer  is  not  always  limited  in  regard  to  space,  for  it  makes  no  particular 
difference  whether  his  story  is  one  page  longer  or  shorter.  The  advertiser  is 
limited  to  a definite  space.  lie  must  pay  for  every  fraction  of  an  inch  of  space  he 
uses.  The  advertisement  is  intended  to  do  good.  The  advertisement  that  does  harm 
is  worse  than  no  advertisement  at  all.  The  advertisement  is  supposed  to  mean  some- 
thing, and  if  it  means  something,  it  must  say  cxactl}'  what  it  means,  so  that  the  way- 
faring man  or  woman,  though  a fool,  cannot  misunderstand. 

It  docs  no  harm  if  the  story  is  not  perfectly  understood,  but  the  value  of  the  adver- 
tisement is  entirely  dependent  upon  the  reader’s  comprehension  of  it. 

The  writer  of  an  advertisement  never  knows  the  exact  characteristics  of  those  who 
read  his  work,  consequently  he  must  model  his  advertisements  to  meet  the  under- 
standing of  the  majority,  not  the  minority,  of  all  classes  or  of  any  class. 

264 


now  NOT  'ro  advertise: 


265 


Eccauso  tlic  advertiser  understands  his  advertisement  does  not  prove  that  the 
publie  will  understand  it.  A eertain  illustration  may  be  tcehnieally  eorreet,  and  may 
scientilieally  illustrate  the  point,  and  yet  it  may  be  entirely  misunderstood  by  the 
publie,  and  serve  a purpose  opposite  to  that  intended. 

A eertain  expression  may  appear  to  the  advertiser  to  be  euphonious,  and  even 
brilliant,  and  the  advertiser’s  wife  may  like  it  so  well  that  she  embroiders  it  into  a 
pillow-sham  motto,  yet  that  expression  may  be  meaningless  to  the  public,  or  appear 
to  mean  what  it  docs  not  mean.  The  advertiser  is  in  the  hands,  not  of  his  friends, 
but  of  the  publie  at  large.  The  good  of  an  advertisement  is  wholly  in  what  people 
think  of  it. 

Comparatively  few  people  do  more  than  glanec  at  an  advertisement  at  the  start, 
and  the  good  advertisement  must  be  so  written  and  illustrated  that  a glance  cannot 
misconstrue  its  meaning. 

A picture  of  a building,  even  if  it  is  correctly  drawn,  may  make  the  building 
appear  to  be  smaller  or  larger  than  it  really  is,  and  if  the  public  thinks  it  is  deceived, 
it  will  believe  it  is  deceived  whether  it  is  or  is  not. 

Intelligent  j')eople  misunderstand,  and  always  will.  It  is  the  business  of  the  adver- 
tiser to  reduce  to  the  minimum  the  possible  misconstruction  of  his  advertising 
meaning.  People  are  opposed  to  the  man  who  swindles  them  out  of  their  money, 
and  who  misrepresents  things  in  his  statements.  They  despise  the  newspaper  that 
sensationally  heads  its  articles,  and  does  not  back  its  headlines  with  facts.  They  will 
have  nothing  to  do  with  the  advertiser — except  to  take  their  chances  on  his  bargains 
— who  overreaches  fact  in  his  headlines,  and  who  does  not  balance  his  advertisements 
so  that  each  part  helps,  not  detracts  from  the  others.  The  advertisement  which  is 
better  than  the  goods,  and  the  goods  which  are  better  than  the  advertisement,  will 
bankrupt  the  advertiser. 

Better  not  advertise  at  all  than  to  use  advertisements  that  admit  of  continual 
criticism.  Of  course  everybody  will  not  like  the  advertising.  There  are  kickers 
against  ever3'thing.  But  notwithstanding  this  fact,  the  value  of  the  advertisement 
depends  upon  how  many  people  like  it  and  how  few  people  dislike  it. 

One  may  sell  the  best  soap,  and  his  good  advertising  ma}"  have  sold  an  enormous 
amount  of  it,  but  every  poor  advertisement  put  out,  b}"  disgusting  the  public,  cuts 
down  the  sale  of  the  soap. 

No  buyer,  with  the  image  of  a disgusting  or  inharmonious  advertisement  in  his 
mind,  is  likely  to  buy  the  goods  advertised.  Bad  advertising  drives  away  good  trade. 

It  is  as  essential  to  know  how  not  to  advertise  as  to  know  how  to  advertise. 

When  in  doubt,  throw  the  advertisement  away. 


Windows 


“ The  eyes  of  the  shop  ” 

F there  is  any  free  advertising  medium,  it  is  the  window. 

There  must  be  windows  to  all  stores,  and  all  it  costs  to  use  window 
space  for  advertising  is  the  time  required  to  properl}’  dress  it. 

The  space  is  there.  Use  it.  The  better  one  uses  it,  the  better  it 
will  pay  him. 

It  is  obvious  that  this  department  would  be  much  more  comprehensive  and.  sug- 
gestive if  it  were  illustrated  with  pictures  of  window  dressing.  Efforts  have  been 
made  to  secure  these,  but  the  results  have  not  been  sufficiently  encouraging  to  war- 
rant reproduction  here.  It  is  better  not  to  attempt  to  show  what  the  picture  will  not 
show  well.  The  arrangement  of  goods  in  the  best  dressed  windows,  the  necessity  of 
photographing  through  glass,  the  difficulty  of  properly  lighting  the  window  for  effec- 
tive photographing,  and  the  impossibility  of  making  satisfactorily  drawn  suggestions 
of  window  dressing,  make  it  better  for  the  writer  to  confine  this  department  to  the 
discussion  of  window  dressing,  and  to  written  suggestions  of  plans,  ideas,  and  arrange- 
ments. The  available  sketches  of  window  display,  and  the  few  photographs,  are  so 
extremely  poor  as  to  forbid  reproduction. 

The  window  dresser  must  be  a natui'al  artist.  No  one  without  an  inborn  sense  of 
the  artistic,  and  a discriminating  sense  of  color  in  its  lights  and  shades,  can  properly 
suggest  or  execute  window  dressing. 

The  window  artist  must  not  be  a slave  to  his  art,  and  must  combine  with  his  natu- 
I'al  and  trained  professional  ability  a knowledge  of  the  practical,  and  he  must  possess 
an  abundance  of  common  sense. 

If  he  is  too  artistic  his  windows  will  appeal  to  the  aesthetic  person  only, — not  to 
the  buyer;  and  if  he  is  too  plain  and  businesslike,  there  will  not  be  sufficient  beauty 
in  his  creations  to  command  attention. 

The  window  dresser  must  be  an  individual  of  composite  talent,  possessing  in  har- 
monious proportions  a knowledge  of  business,  art,  and  harmony,  and  an  ability  to 
show  that  part  of  the  goods  which  ought  to  be  shown. 

The  window  dresser  must  not  build  monuments  or  statues  illustrating  art  alone,  for 
the  window  is  business  with  art  applied  to  it,  that  it  may  stand  out  in  selling  relief. 

The  most  artistically  arranged  window,  with  the  colors  and  shades  and  lights  and 
shadows  blending  in  the  most  harmonious  combination  of  effects,  may  not  assist  in 

266 


WINDOWS 


267 


selling  the  goods,  and  its  true  artistie  value  may  be  t(M)  liigh  lor  the  viewers  of  it. 

Window  dressing  is  business,  and  all  the  art  permitted  is  that  whieh  will  make  the 
husiness  staiul  out  stronger  and  bolder. 

An  artist  ma}'  not  be  a genius,  but  a window  dresser  must  be  both  an  artist  and  a 
oenius,  and  must  understand  how  to  make  his  art  subser\  ient  to  business. 

The  large  eity  stores  generally  employ  prol'essional  window-dressing  talent,  but  the 
majority  of  town  retailers  do  not  feel  justilied  in  pa}’ing  the  heavy  fees  asked  by 
e.xperts  at  deeoration. 

There  are  few  stores  without  a woman  or  man  more  or  less  adapted  to  window 
dressing,  and  this  person  should  be  eneouraged  to  study  the  art  and  to  praetise  it. 
The  promise  of  a higher  salary  is  one  of  the  best  stimulators. 

Better  plaee  a sash  eurtain  in  the  window  than  till  it  with  a deeorative  abomina- 
tion. 

The  window  must  be  looked  into  beeause  it  is  where  ever3’body  is,  and  so  impor- 
tant an  opportuniW  for  good  advertising  should  never  be  negleeted. 

The  eost  ofdeeorating  paraphernalia  is  merely  nominal,  the  ‘‘tools”  consisting  of 
some  nails,  a hammer,  a saw,  a few  boards  and  boxes,  and  the  use  of  the  goods  in 
stock. 

Occasionally  it  mav  be  advisable  to  show  something  not  in  the  line  of  business,  but 
ninety  per  cent,  of  all  window  decorations  should  pertain  to  the  goods  on  sale. 

There  should  be  an  abundance  of  light,  and  the  window  should  fairl}’  glow  in 
illuminated  brillianc}'. 

Some  goods  look  better  in  artificial  light,  and  it  is  frequently  advisable  to  light  the 
window  in  the  da3-time.  Artificial  light  allows  the  illumination  to  strike  just  where 
it  is  wanted,  and  often  it  is  necessaiy  to  follow  the  methods  of  stage  realism. 

Ever3'  efibrt  should  be  made  not  to  have  the  light  glare  in  the  faces  of  the 
lookers-on,  and  to  confine  the  lights  to  footlights,  side  lights,  and  top  lights;  or  if 
necessaiy  to  have  a center  light,  it  can  be  thrown  from  the  side,  or  concealed  even  in 
the  center,  b3’  a reflector,  the  reflector  being  behind  some  article  or  decoration. 

The  eflect  of  focusing  the  light  is  always  good,  as  the  eye  naturall3^  follows  radiat- 
ing ra3’s. 

Lamps  and  gas  should  be  avoided  whenever  possible,  as  there  is  great  danger  of 
fire,  and  much  difficulty  in  properly  arranging  them,  but  it  is  a good  plan  to  have  a 
tew  gas  burners  at  the  edge  of  the  window  to  furnish  heat  for  the  prevention  of  frost, 
unless  a steam  pipe  can  be  conveniently  arranged  in  their  place. 

The  incandescent  electric  light  is  the  safest,  best,  clearest,  and  strongest,  and  it  can 
be  placed  anywhere  and  ever3'where. 

The  arc  light  is  altogether  too  white  and  unstead3^  for  scenic  effect. 

Whenever  possible  follow  stage  arrangements,  and  give  the  window  dressing  a 
realistic  perspective  eflect. 

Full3'  three  quarters  of  all  the  windows  are  dressed  with  a conglomeration  of 
everything  literall3^  slung  together,  and  apparentl3^  dropped  into  place. 


268 


FOWLER’S  PUBLICITY 


Such  an  arrangement  does  not  readily  draw  the  eye,  and  cannot  possibly  hold  it. 
The  showing  of  many  styles  and  articles  at  the  same  time  confuses  the  eye,  and  abso- 
lutely forbids  the  focusing  of  sight  and  thought. 

There  is  no  objection  to  showing  several  articles,  if  it  is  necessary  to  the  plan,  but 
the  nearer  one  gets  to  singleness,  the  more  effective  is  the  display. 

Under  no  circumstanees  show  more  than  one  class  of  articles  in  a window,  unless 
the  object  of  the  display  is  to  present  the  different  kind  of  goods  sold  for  a specific 
price;  in  such  cases,  if  the  price  is  made  prominent  by  placard,  conglomeration  is 
not  unprofitable,  for  one  is  really  presenting  one  thing,  and  that  the  price. 

In  the  oneness  of  window  decoration  is  the  efiectiveness  of  it. 

If  there  are  many  lines  for  sale,  something  new  can  be  displayed  every  day;  and  if 
there  are  but  few  lines,  the  articles  can  be  shown  in  a difi'erent  arrangement  with 
fresh  surroundings. 

Decided  contrasts  are  often  effective,  even  though  they  may  be  opposed  to  artistic 
harmony. 

It  may  seem  a little  ridiculous  to  place  a cowhide  boot  on  a decorated  satin  cushion, 
but  the  inappropriateness  of  it  will  attract  attention. 

It  may  not  seem  just  in  good  taste  to  place  a magnificent  rosewood  piano  in  a re- 
production of  a backwoods  hut,  but  if  the  lights  are  arranged  correctly,  the  contrast 
between  the  rosewood  and  the  unfinished  walls  may  give  an  appearance  of  great 
eleganee  to  the  piano. 

If  one  should  desire  to  show  a cheap  hat,  and  the  hat  looks  fairly  well,  and  he 
wants  to  place  it  on  a dummy  head,  it  is  not  necessary  to  put  cheap  clothes  on  the 
dummy’s  body,  for  the  man  who  can  only  afibrd  a cheap  hat  would  rather  buy  it  if  it 
is  suggested  that  well-dressed  people  wear  it. 

Intentionally  careless  arrangement  is  all  right;  but  the  apparently  artistic  arrange- 
ment which  is  not  artistic  is  all  wrong. 

Ideas  on  window  dressing  are  unlimited,  and  it  is  useless  in  a book  like  this  to 
attempt  to  cover  the  subject  completely.  The  plans  outlined  in  this  department  are 
presented  simply  as  suggestions,  to  be  used  as  they  are,  perhaps,  but  largel}'  as  a 
means  of  starting  a train  of  thought  in  the  mind  of  the  decorator  which  may  lead  up 
to  something  very  much  superior  to  any  conception  of  the  writer’s. 

Windows  may  be  dressed  with  the  goods  onl}^,  or  by  supplementing  the  goods  with 
streamers,  banners,  and  shields,  or  by  the  introduction  of  anything  which  shows  the 
goods  in  action,  so  to  speak. 

Never  present  in  the  same  window  side  by  side  two  similar  lines  of  goods  at  ditfer- 
ent  prices,  for  either  the  better  will  not  seem  to  be  worth  the  increased  price,  or  the 
poorer  will  seem  to  be  too  poor  to  be  worth  purchasing. 

The  common  custom  of  erecting  columns,  houses,  pyramids,  and  other  things, 
using  exclusively  the  goods  displayed,  conventional  though  it  nuyv  be,  will  never  out- 
live its  usefulness. 

Bridges  can  be  made  of  cloth  and  worsted;  and  momiments,  churches,  lowers,  and 


WINDOWS  269 

oven  realistic  reproductions  of  State  builclin<i^s  can  be  constructed  of  dress  ^(jods, 
handkerchiefs,  and  other  articles  which  can  be  Iblded  into  any  desired  shape. 

Cones  and  pillows  can  be  made  of  stockings,  underwear,  and  of  collars  and  culfs. 

Goods  can  be  shown  on  models,  or  so  laid  out  as  to  present  all  their  advanta<^es. 

Church  organs  can  be  built  of  any  kind  of  dress  goods,  and  vessels  and  b(jats  and 
animals  can  be  co^'ered  with  goods,  or  shown  carrying  or  dragging  loads  of  the 
goods. 

The  living  window  picture  in  which  somebody  is  doing  something  attracts  more 
attention  than  any  other  method  of  window  display. 

Curiosity  is  not  limited  to  the  mob,  or  to  the  ignorant,  and  everybody,  from  the 
banker  to  the  minister’s  wife,  will  stop  in  front  of  the  window  to  watch  an  old-fash- 
ioned shoemaker  pegging  shoes. 

No  matter  if  the  picture  has  been  seen  over  and  over  again  by  the  looker-on,  the 
activity  of  that  individual  will  make  his  work  interesting. 

Something  in  action  is  worth  many  somethings  in  ihactivit}'. 

It  is  an  old  idea,  but  nobody  ever  failed  to  look  at  the  steaming  teakettle,  or  the 
fire  in  the  open  grate,  and  no  man  or  woman  is  uninterested  in  the  method  of  manu- 
facturing what  is  eaten  and  worn. 

If  it  does  not  cost  too  much,  show  in  the  window  how  the  goods  are  made,  and  be 
sure  that  the  attendants  are  properly  dressed,  and  clean. 

Art  is  to  be  encouraged,  but  if  the  people  in  town  do  not  want  art  and  do  not  know 
how  to  appreciate  it,  one  can  sell  more  furniture  by  having  a carpenter  sawing  the 
boards  that  make  it  in  the  window,  than  by  any  display  of  the  truly  artistic  side  of 
furniture.  When  furniture,  or  kitchen  goods,  or  carpets,  or  wall  paper,  or  anything 
else  that  can  be  arranged  as  it  appears  in  use  is  to  be  exhibited,  show  it  in  use. 

A strip  of  wall  paper,  running  from  top  to  bottom  of  the  window,  does  not  look 
half  as  well  as  the  imitation  of  a papered  room  with  pictures  hanging  on  the  wall. 

Automatic  features  are  novel,  and  always  attractive. 

A steam  engine  in  the  window  supposed  to  be  doing  something,  or  doing  some- 
thing, will  bring  people  across  the  street  to  see  it. 

The  conventional  churn,  with  a motor  to  run  it,  is  a dozen  times  more  interesting 
to  churn  users  than  the  same  churn  without  the  motor. 

Play  a fountain  in  the  window,  and  let  the  dropping  water  and  the  swimming  gold- 
fishes bring  attention  to  the  waterproofs  or  rubbers. 

It  has  been  done  for  years,  but  a pair  of  waterproof  boots  stuck  in  a pail  of  water 
will  sell  boots. 

If  the  schoolboy’s  shoes  sold  will  wear,  get  two  little  fellows  to  alternate  with  each 
other  — so  the}'  will  not  be  tired — in  scuffling  across  a sandpapered  floor  in  the 
window,  when  the  streets  are  full  of  people. 

If  one  sells  cast-iron  suits  for  children,  why  not  back  one  of  the  little  fellows  so 
close  to  the  grindstone  that  it  will  look  as  if  the  grindstone  hit  him,  and  have  another 
boy  turn  the  grindstone  or  have  it  turned  by  a motor. 


270 


FOWLER’S  PUBLICITY 


If  one  is  advertising  some  particular  kind  of  trousering,  make  up  a pair  of  breeches 
big  enough  for  Goliath,  have  them  ironed  well,  stuff  them  so  they  look  as  though  legs 
were  in  them,  put  a pair  of  shoes  on  them,  and  stand  them  up  in  the  window  so  the 
top  of  them  cannot  be  seen,  and  they  will  look  as  though  somebody  was  in  them. 

If  one  sells  housekeeping  goods,  and  caters  to  3’oung  housekeepers,  why  not  build 
a lovers’  walk,  and  show  a couple  of  doll  figures  walking  beneath  the  shrubbery  and 
flowers.  If  he  can  run  them  on  a belt,  so  that  they  can  appear  and  disappear,  so 
much  the  better. 

From  umbrellas  build  an  imitation  of  an  armory. 

If  one  uses  faces  on  his  draped  models,  hire  some  artist  to  paint  a face  on  them  that 
is  a face. 

Construct  a waterfall  in  the  back  of  the  window,  and  represent  the  fall  of  water  by 
the  apparent  dropping  of  the  goods.  If  it  is  to  represent  a reduced  price,  placard  the 
goods  on  top  with  former  price  and  the  goods  at  the  bottom  with  cut  price,  and  say 

“ Oh,  what  a fall  of my  countrymen  ! ” But  if  the  goods  are  regulars  at  regular 

price,  one  might  say,  “ An  overpouring  of  fall  goods,”  or  “ The  overflow  of  quality.” 

Place  a pile  of  slippers  in  the-  window,  and  label  them  ‘‘  The  slippers  that  don’t 
slip.” 

Vegetables  can  be  made  to  represent  catchy  lines,  and  although  the}'  are  not  partic- 
ularly refined,  they  are  unobjectionable.  A pile  of  dates  near  the  goods  suggest  the 

title  “Up-to-date .”  A basket  full  of  beets  makes  proper  the  catch  line,  “You 

can’t  beat  ’em.” 

If  the  goods  do  not  crack,  they  can  be  displayed  with  a pile  of  nuts,  and  the 
placard,  “ Hard  to  crack.” 

Warm  goods  can  be  shown  upon  a stove,  with  the  placard,  “Warm  goods,”  or 
“ Always  warm,”  and  a candle  or  an  electric  light  can  be  used  to  give  the  appearance 
of  fire  in  the  stove. 

A real  telescope  or  an  imitation  of  one  can  be  used  to  illustrate  the  smallness  of 
the  prices. 

Any  article  can  be  placed  upon  a pile  of  matches,  with  the  placard,  “You  have  to 
scratch  to  match  ’em.” 

Why  not  show  a shoemakers’  last  and  a pair  of  shoes,  and  label  them,  “ Bound 
to  last  ” ? 

This  is  an  old  e.xpression,  but  some  folks  can  use  it  profitably:  “It's  a good  thing, 
push  it  along,”  and  the  merchant  can  put  the  good  thing  in  a bab}'  carriage. 

Show  a fisherman,  — but  turn  his  face  the  other  way  so  that  he  will  look  natural, — 
fishing  in  an  artificial  pond,  and  one  of  the  articles  can  be  on  the  shore,  and  the  other 
in  the  pond,  and  the  price  can  be  shown  in  bills  hung  to  the  hook. 

No  matter  if  these  ideas  are  conventional,  and  have  been  used  b}'  many,  it  they 
are  apparentl}'  new  in  the  town,  they  are  just  as  good  as  those  ol  the  utmost  origi- 
nality, and  perhaps  better,  because  too  much  originality  is  not  appreciated  b}'  un- 
original people. 


WINDOWS 


271 


If  goods  arc  guaranteed,  and  the  merchant  gives  a written  guarantee  in  the  form  of 
a bond,  show  a large  reproduction  of  the  bond  in  the  window. 

W’hen  dummy  figures  arc  sliown,  ]daec  them  in  natural  positions,  and  if  possible 
turn  their  faces  wholly  or  partially  Irom  the  window,  as  the  artificial  face  fre([uently 
detracts  from  the  value. 

The  photograph  of  some  prominent  personage,  properly  decorated,  makes  people 
look  into  the  window. 

If  a ^•ase  or  some  other  article  is  to  be  given  as  a prize,  (obtain  consent  to  display  it 
in  the  window. 

The  cooking  of  griddle  cakes  in  the  window,  or  the  making  of  anything  else,  is  an 
old  plan,  but  will  always  be  a good  one. 

Molasses  candy  or  taffy  sells  better  if  the  public  sees  a neatly  dressed  cook  making 
it  in  the  window. 

If  one  sells  carpets  it  might  be  well  to  exhibit  the  old-fashioned  way  of  making 
carpets. 

If  crockery  is  sold,  show  a potter  working  at  his  wheel  in  the  window,  and  sell 
what  he  makes  at  a good  price,  and  get  the  advertisement  for  nothing. 

The  old-fashioned  spinning  wheel  manipulated  by  a comely  woman  dressed  in 
ancient  costume  is  a good  advertisement  of  anything  that  is  spun  or  woven. 

Separate  the  window  into  two  parts,  and  illustrate  the  disadvantage  of  not  using  a 
certain  goods  in  one  part,  and  the  advantage  of  using  it  in  another. 

Sometimes  it  is  advisable  to  entirely  forget  art  in  window  dressing.  The  placing 
of  a single  article  upon  the  top  of  a rough  packing  box,  and  having  nothing  else  in 
the  window  except  a reflecting  background,  must  focus  attention  upon  that  article 
and  to  the  brief  reading  matter  accompanying. 

Build  a street  of  mud  in  the  window,  and  let  a well-dressed  dude  walk  through  it, 
and  then  have  his  boots  blacked  by  the  new  blacking  at  the  end  of  the  lane,  provided 
the  blacking  will  do  it;  or  in  a similar  manner  illustrate  the  waterproof  qualities  of  a 
shoe.  Many  have  done  it,  but  it  pays  to  illustrate  the  price  of  the  article  by  the 
amount  in  bills. 

If  one  has  a combination  of  articles  at  a certain  price,  show  this  combination  in 
actual  use.  For  instance,  if  he  furnishes  a dining  room  for  one  hundred  dollars, 
build  a dining  room  in  the  window. 

If  the  stove  is  very  easy  to  take  care  of,  have  one  under  full  fire  in  the  window, 
with  some  one  taking  care  of  it. 

If  produce  is  sold,  put  a big  watermelon  in  the  window,  and  hire  a little  colored 
boy  to  look  at  it  with  his  mouth  open. 

Why  not  place  a piece  of  the  best  meat  in  the  window,  and  above  it,  in  very  simple 
letters,  use  that  famous  quotation  from  Shakespeare,  Upon  what  meat  does  this  our 
Cffisar  feed  that  he  has  grown  so  great”?  and  underneath  it  say,  “ This  is  the  meat.” 

Anything  that  will  make  the  people  laugh,  if  it  does  not  disgust  them,  furnishes  a 
good  method  of  window  display. 


272 


FOWLER’S  PUBLICITY 


Tlie  goods  must  be  so  displayed  that  their  quality  and  value  will  attraet  attention, 
or  else  some  outside  means  must  be  presented  to  draw  attention  to  the  goods. 

If  one  sells  eatables,  either  keep  the  flies  out  of  the  window  or  keep  the  eatables 
out  of  the  window. 

Illustrate  a comfortable  mattress  or  crib  for  children  by  displaying  the  artiele  in 
the  window  apparently  in  use.  By  placing  a dummy  in  the  bed,  and  turning  the 
face  side  awa}^  from  the  window,  a little  care  in  the  arrangement  of  the  false  hair  will 
produce  a realistic  effect.  It  might  be  advisable  to  engage  a child  to  sleep  or  to  lie 
awake  in  the  window,  during  an  hour  or  two  each  afternoon,  but  policy  as  well  as 
humanity  suggests  that  there  be  no  cruelty  practiced,  for  the  public  will  resent  it. 

Some  one  member  of  the  firm,  head  of  department,  or  clerk  in  all  stores  not  em- 
ploying a professional  window  dresser,  should  have  charge  of  this  department,  and 
should  receive  susforestions  from  all  those  connected  with  the  business. 

Very  good  suggestions  can  be  had  from  the  trade  papers,  and  often  a display  of 
entirely  difl'erent  goods  will  suggest  ideas  which  can  be  worked  over  into  very  effec- 
tive decoration. 

Always  see  to  it  that  the  window  is  clean  inside  and  out,  and  do  not  allow  pereep- 
tible  dust  to  accumulate  on  the  goods  displayed,  or  upon  anything  used  in  the  setting 
of  the  displa}'. 

The  same  display  should  not  remain  more  than  a week,  and  daily  changes  are 
advisable  if  new  ideas  can  be  thought  of  frequentl}^  enough,  and  there  is  time  to 
attend  to  them. 

Eflectiveness  is  necessary,  originality  advisable,  and  the  display  of  art  acceptable 
when  it  does  not  interfere  with  the  business  side.  There  should  not  be  such  a super- 
abundance of  business  as  to  forbid  the  introduction  of  the  beautiful  and  the  harmo- 
nious, except  in  cases  where  the  bold  and  the  striking  are  more  effective  than  an}’ 
combination  of  beauty  and  artistic  appropriateness. 


Testing  Advertising 

“ That  which  seems  so  may  not  be  so  ” 

3ES  advertising  pay?  So  asks  every  advertiser. 

The  local  advertiser,  living  in  the  held  of  his  advertising,  where 
neighbor  knows  neighbor,  and  where  the  local  mediums  conhne  their 
circulation  to  the  town  and  its  outskirts,  can  easily  determine,  by 
judgment  alone,  whether  his  advertising  pays  or  does  not  pay.  The 
local  advertiser  knows  the  character  of  every  local  advertising  medium.  He  sees  the 
papers  at  his  house;  he  reads  them,  and  he  knows  whether  his  friends  and  the  people 
read  them  also.  The  local  advertiser  measures  his  advertising  in  a measure  of  his 
own,  and  gauges  it  with  a local  gauge. 

The  general  advertiser  knows  whether  or  not  his  advertising  pays  generally;  and 
apparent  fact  and  judgment  tell  him  that  certain  mediums  positively  pay,  that  other 
mediums  perhaps  pay,  and  that  some  mediums  do  not  pa}’.  He  cannot  travel  all  over 
the  held  of  his  advertising,  and  he  cannot  see  the  circulation  of  his  mediums. 

There  is  not  much  trouble  in  determining  the  value  of  the  few  great  advertising 
mediums,  for  the  advertiser  sees  enough  of  them  in  circulation  to  intelligently  esti- 
mate their  effectiveness.  It  is  not  at  all  difficult  for  the  advertiser  to  determine  that 
the  poorest  mediums  are  worthless,  because  if  he  or  his  men  circulate  fairly  well,  and 
visit  several  cities  and  towns,  and  see  them  nowhere,  there  is  the  best  circumstantial 
evidence  that  these  mediums  are  worthless.  The  trouble  is  in  determining  whether 
the  mediums  which  are  neither  best  nor  worst  are  worth  using  at  all. 

The  advertiser  may  say  that  he  can  afford  to  drop  all  but  the  best.  He  cannot 
afford  to  do  this,  for  some  of  those  which  he  is  in  doubt  about  may  pay  him  better 
than  those  which  he  thinks  he  is  sure  about. 

Many  advertisers  have  made  use  of  the  time-worn  number  test,  which  consists  of 
using  a different  street  number  in  each  advertisement,  and  carefully  checking  the 
returns,  keeping  a record  book  containing  the  numbers  and  the  publications  corre- 
sponding to  them. 

Other  advertisers  most  carefully  read  the  letters  which  come  in  answer  to  their 
advertisements,  and  credit  the  paper  with  a good  mark  when  the  writer  mentions  it. 

In  the  advertising  of  some  cheap  lines  of  goods,  and  in  offering  to  send  free  cata- 
logues, this  method  has  given  a fairly  good  idea  of  publication  value,  but  it  is  by  no 
means  conclusive,  and  no  advertiser  has  a right  to  entirely  bar  out  a publication 


FOWLER’S  PUBLICITY 


274 

because  either  of  these  methods  of  testing  has  resulted  to  its  disadvantage.  Not  one 
in  a hundred  of  the  answerers  of  advertisements  will  take  the  pains  to  mention  the 
publication  they  saw  the  advertisement  in,  even  though  the  advertiser  asks  them  to 
do  so.  The  better  class  of  buyers  seldom  comply  with  this  request,  simply  because 
there  is  no  reason  why  they  should. 

A proportion  of  those  who  answer  advertisements  first  see  the  advertisement  in  one 
publication,  and  perhaps  do  not  answer  it  until  they  have  seen  it  in  a good  many 
others;  and  if  the  street  number  test  is  used,  it  is  possible  that  the  publication  which 
does  not  deserve  much  of  the  credit  will  get  the  credit. 

A proportion  of  advertisement  answerers  frequently  answer  the  advertisement 
from  memory,  and  even  if  the  street  number  is  given,  they  will  not  write  it  upon  the 
envelope. 

Some  advertisers  request  the  answerer  to  cut  out  the  advertisement  and  return  it, 
making  the  advertisement  a sort  of  coupon.  This  is  an  old  trick,  and  may  not  do  any 
harm  in  the  advertising  of  cheap  goods,  but  it  is  one  which  does  not  appeal  to  the 
better  class  of  readers. 

There  is  not  any  sure  method  for  testing  the  value  of  general  publications.  The 
value  of  any  advertising  medium  is  due  wholly  to  its  adaptability  to  the  goods 
advertised. 

The  medium  which  may  pay  one  advertiser  may  be  absolutely  useless  to  another. 

The  general  advertiser  must  use  his  judgment.  He  must  study  the  contents  of  the 
medium  carefully,  and  by  making  inquiries  among  his  friends  and  the  public,  obtain 
information  which  will  enable  him  to  ‘judge  as  to  whether  or  not  the  publication 
reaches  the  people  he  is  after. 

His  own  individual  taste,  and  the  opinion  of  his  partner  and  wife  and  legal  adviser, 
may  have  no  weight  whatever,  because  they  may  judge  a medium  by  their  own  in- 
dividual ideas.  Public  opinion  is  the  only  opinion  worth  anything  in  determining  the 
value  of  an  advertising  medium. 

If  the  advertiser  desires  to  reach  the  middle  class  woman,  and  the  publisher  of  a cer- 
tain publication  states  that  the  circulation  of  his  publication  is  so  much,  and  appearances 
corroborate  the  statement,  and  the  advertiser  finds  that  women  everywhere  read  the 
publication,  he  has  all  the  evidence  that  he  can  obtain  and  all  he  ought  to  have  to 
convince  him  that  the  medium  is  adapted  to  his  purpose. 

If  the  publisher  states  that  his  publication  is  for  sale  on  all  the  news  stands,  and  the 
advertiser  cannot  find  it  on  more  than  a few,  the  chances  are  the  publisher  lies. 

If  the  publisher  states  that  there  are  a certain  number  of  thousands  of  his  paper 
sold  in  a town,  and  the  advertiser  finds  that  not  one  family  out  of  a dozen  he  has 
visited  reads  the  paper,  there  is  something  the  matter  somewhere. 

If  the  careful  examination  of  the  publication  apparently  justifies  the  publisher’s 
claim,  and  reasonable  inquiry  further  proves  the  correctness  of  it,  and  the  publication 
reaches  the  desired  people,  it  is  altogether  likely  that  it  is  a desirable  medium  for  the 
advertiser. 


Practicable  Publicity 

“ Fired  in  the  crucible  of  j)ublic  opinion  without  scorching” 


HE  writer  cannot  name  the  best  one  hundred  advertisers,  nor  does  he 
know  of  any  one  who  can.  He  cannot  select  the  best  one  hundred 
advertisements,  nor  does  he  know  of  any  one  who  can.  He  can  but  do 
the  best  he  can,  and  with  the  discrimination  of  experience  attempt  to 
present  what  may  be  considered  the  best  one  hundred  advertisements 
of  the  best  one  hundred  advertisers,  and  in  the  absence  of  proof  to  the  contrary  he  may 
assume  that  his  selections  are  not  more  than  fifty  per  cent,  removed  from  excellent 
judgment. 

The  writer  asked  a number  of  advertisers  to  send  to  him  their  best  advertisement, 
and  without  cost  to  the  advertiser.  Most  of  these  advertisers  willingly  granted  the 
request.  Each  advertiser  is  a representative  business  man  of  past  and  present 
success.  All  of  the  advertisements  presented  in  this  department  have  brought  busi- 
ness, and  many  of  them  are  now  bringing  business.  They  are  examples  of  more  than 
ordinary  success,  and  the  profitableness  of  their  quality  is  sustained  by  fact  and 
be3’ond  guess  work  and  theor}’. 

Some  of  the  illustrations  to  save  space  were  reduced  from  full  pages,  but  their 
identity  has  been  preserved.  Some  of  them  were  written  by  the  writer  when  he  was 
an  advertisement  constructor,  and  he  is  not  to  blame  because  the  successful  adver- 
tisers still  consider  these  advertisements  their  best,  and  he  has  no  right  to  bar  them 
out,  because  he  is  presenting  examples  of  success,  not  specimens  of  personality,  and 
the  advertisers,  not  the  writer  decided  upon  them. 

The  great  diversity  of  appearance  goes  far  to  prove  the  correctness  of  the  writer’s 
opinion  that  there  is  no  accepted  style  of  profitable  advertising. 

These  illustrations  may  be  honestly  criticised,  but  the  critic  must  not  forget  that 
each  one,  no  matter  how  it  may  antagonize  his  ideas  of  successful  advertising,  has 
brought  business  and  has  proven  its  right  to  claim  effective  quality. 

Most  of  these  illustrations  do  not  present  modern  over-originality,  but  are  plain 
statements  of  fact. 

This  department  presents  a composite  mirror  of  profitable  advertising  pictures. 
Each  one  is,  or  was,  a success,  and  the  advertiser  can  turn  the  quality  of  them  all 
into  his  mental  hopper  to  grind  out  from  the  profitable  mass  a picture  of  his  own 
business. 


275 


276 


fovvlp:r’s  publicity 


Bicycle  advertising  in  England. 


Night  Gowns  ^ 


the  front  and  sleeves  are  trimmed  with  pretty 
g%iipure  pattern  embroidery, 
railed  to  any  address  for  $1.00  and  IVe 
pa/  the  postage.  Money  refunded  if  desired. 

STRAWBRIDGE  & CLOTHIER.  | 

'w 

DryOoods.  PHILADUUPHIA.  < 


Specimens  of  success,  for  Lite  reader’s  heiielit,  witlioiit  remuneration  to  pul>lislier  or  w l iter  oftliis  hook. 


I’kACTlCAJiLE  I’UJiJJClTV 


77 


CROWN  PIANO. 

By  means  of  the  wonderful  Orchest7'al  Atfachment  and  Practice 
Clavier  in  the  **  CROWN  ” Piano,  you  can  imitate  perfectly  sixteen 
different  instruments,  either  independently,  or  as  an  accompani- 
ment that  blends  harmoniously  with  the  clea»'  tone  of  the  piano 
itself,  producing  the  m'^st  beautiful  effects— effects  that  are 

Not  Possible  on  Anv  Other  Piano! 

No  other  Plano  gives  so  much  additional  value  witboutadditional 
cost.  The  “CROWN”  Pianos  are  always  one  quality— f/te  very 
highest  quality.  No  seconds  In  “ CROWN  ” Pianos. 

The  annoyance  of  noise  to  others  while  you  aro  practicing  Is 
eliminated  by  the  “CROWN  ” Practice  Clavier.  It  is  most  interest- 
ing and  fascinating  to  road  of  these  great  improvements  to  the 
piano,  and  to  learn  of  the  marvelous  Imitative  i)ower8  of  the 
Orchestral  Attachment, 

For  Purity  and  Sweetness  of  Tone,  Elasticity  of  Touch,  Work- 
manship and  Finish  the  “CROWN”  Piano  has  no  superior.  Each 
Piano  Warranted  Ten  Years. 

Illustrative  Descriptive  Catalcguo,  with  Music,  FREE, 

GEO.  P.  BENT,  Mfr.,  Bent  Blk.,  Chicago,  U.  S.  A. 


Burnett’S 

COCOAINE 

FOR  THE  HAIR. 

CURES  DANDRUFF.  SOOTHES  ALL  IRRI- 
TATION OFTHE  SCALP,  MAKES  THE  HAIR 
GROW  AND  GIVES  A BEAUTIFUL  LUSTRE. 

PRICE,  50G.  AND  $1.00  PER  BOTTLE. 


Jlason 

%m\\n 


The  Maten  & Hamlin 
are  the  only  pianos  manufac- 
tured containing  tbe  pateotad 
3creNv  Mrtnger.  by  viftue  of 
which  they  do  not  require  ow»» 


querter  as  much  ' 


■ any 


other  plowo  made ; thus  redu^ 

mg  expense  and  Inconvenience 
t minimum. 

Pull  particulars  and  cats- 
\DSues  mailed  free. 


BOSTON. 

NewYoik  Chicago.  V«isa$Cu> 


Specimens  of  success,  for  the  reader’s  benefit,  without  remuneration  to  publisher  or  writer  of  this  book. 


278 


FOWLER’S  PUBLICITY 


What  You  ^ 
Want  When  « 
You  Wantlt^ 

We  carry  the  stock  Jjr 
You  sell  the  goods 


Morse  & Rogers, 

Money  Saving  Distributers  of  Boots, 
^ Shoes,  and  Rubbers,  134-136  Duane 
Street,  New  York. 


I 


. eiMQii 


OCEAN  ^TEAWSHIP  COMPANY 

ip  OF.3AVANNAM.ANO'.i,ii';i'',i' 


lEW  ENGLAND  AND  SAVANNAH 
Efei.i'  steamship  COMPANV.3,i'',  « 


Steamers  sail  at  3 P.M, 

^ A.  AAt  a1  From  Lewis  Wharf,  Boston, 

New  Pier  34.  N.R*.  NewYork, 
■ V |w|  IVfM  Pier  18,  So.  Delaware  Avenue, 

^ ^ Philadelphia, 

For  Savannah  direct,  making  close  connections  with  rail 
lines  from  Jacksonville  and  all  other  Southern  Points. 

Unsurpassed  Cabin  Accommodations 

8ea«Sproy  BathA,Kleot  ric  Lights*  and  ull  conveniences 

Send  two-cent  stamp  for  copy  of  “Savannah 
Line  News”  and  engraved  map  of  Atlantic  Coast. 
Richardson  & Barnard,  Agts.,  M.  C.  Hammond,  Agt., 

20  Atlantic  Ave.,  Boston, Mass.  13  South  3rd  St.,  Philadelphia. 
Jas.M.  Barnard,  Jr.,  Gen.  Agt.,  G.  M.  Sorrel.  Manager. 
Savannah,  Ga.  New  Pier  35,  N.R..  New  York. 


Scott’s 

Emulsion 

the  cream  of  Cod  liver  Oil,  with 
Hypophosphites,  is  for 

Coughs, 

Colds, 

Sore  Throat, 
Bronchitis, 

Weak  Lungs, 
Consumption, 

Loss  of  Flesh, 
Emaciation. 

Weak  Babies, 
Crowing  Children, 
Poor  Mothers’  Milk, 
Scrofula. 
Anaemia; 

in  fact,  for  all  conditions  call- 
ing for  a quick  and  effective 
nnurishmtnt  StnJ for  PamphUt.  Fnt 
$c«ttkOoMine,  N.  Y AllOrugfliits.  60c.and$l 


Specimens  of  success,  for  the  reader’s  benefit,  without  remuneration  to  publisher  or  writer  of  this  book. 


PR  ACT!  C ABLr:  PU  BL I C PF  Y 


279 


-ool?  for  it  when 
iHiving  a NEW  Pi^lR 

W\m 


Made  t)'/ 


Progressive  Hanufacturers 


St.  Louis 


♦♦♦♦♦♦  ♦♦♦♦♦♦ 


BESTI^CO 


J^oys^  Clothing 

made  by 

Boys^  Tailors, 

Take  two  tailors  of  equal  skill  and  expert- 
ence:  Let  one  make  tuoii’s  clothes  part  of  (fV.! 
the  time,  and  a hoy’s  suit  occasionally  : let 
the  other  have  nothing:  to  do  hut  think 
about,  desifjn,  cut,  and  make  hoys’ 
clothes  exclusively: 

Which  tailor  is  likely  to  be 
most  satisfactory  — for  boys  ? 

An  example  of  this  tailoring  exclu- 
sively for  hoys  is  to  be  seen  in  our 
double-breasted,  all-wool,  Cheviot 
Suits  — in  gray  and  brown  mixtures 
and  plain  blue,  color  and  satisfactory 
wear  guaranteed,  at 


%.oo. 


Catalogue  with  over  700  illustrations  of  ^ 
the  best  things f07'  childi'en^for he.  postage. 


Our  t'oods  are  not  for  sale  by  any  other  house. 
We  have  no  agents. 


60-62 


West 

>$>- 


23d  St., 

f-*- 


N.  Y. 


U “I84T 


If  you  wish  the  old  original 
quality  of  Rogers  Spoons, 
Forks,  Knives,  etc.,  accept 
only  those  which  are  stamped 

1847rOGERS  BROS® 


Manuficiured  only  bv  the 

Meriden  Britannia  Co.,  Meriden,  Conn. 

For  sale  by  dealers  everywhere. 

llUIIIIIIIUlUUlilUIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIIIItf 


Specimens  of  success,  for  the  reader’s  benefit,  without  remuneration  to  publisher  or  writer  of  this  book. 


28o 


FOWLER’S  PUBLICITY 


>ooosooo< 


i8aniaril.Siiinnrri-|Ii!tnain  (flii 


uroRPOftitn>  II 


“REMNANTS”  OF  SILKS-RAH! 

IE  WORD  IS  SPOKEN. 

HAD  YOU  BEEN  A\ 

HUNDREDS 

J trf  them  The  whole  counter  devoted  to  them.  On  SATtJKDAV  ^ 
^ MORNING,  at  8 o^Iock,  the  entire  accumulation  ol  ^ 

SILK  REMNANTS 

’ft  to  us  a legacy  ftom  our  unprecedented  December  and  January  { 
) sales.  Anything  short  or  anywhere  near  short  lengths  will  b ' 

) eluded.  1*2  yau)  to  6 yards  and  over  in  measure 
I Elegant  and  refined,  sumptuous  and  gorgeous.  Striped,  Phi 
t Bfocadw,  X^ftela,  India,  Japanese.  Pllsse,- Blocks,  Cros  Gr 
^ Rhadames,  Satins,  Dresdens,  Persians,  Cashmeres,  Plain,  Broche, 

. Pompadours. 

) ALL,  EVERY  and  SINGULAR  ol  our  grand  assortment  of  < 
) silks  reduced  to  the  ■‘LAST  EXTREMITY.  " ^ 

i Remnants!  Remnants!  Remnants!! 

Suitable  for  vests,  trimmings,  facings,  linings,  neck  aes.  sashes.  , 
f bows,  bags,  waists,  skirts,  bonnets,  head  resb,  sofa  pillows,  aprons, 

^ picture  throws,  piano  throws,  lambrequins,  short  curtains,  toilet  * 
ornaments,  and  WHAT  NOT?  ' 

This  annuaJ  event  means,  should  the  day  be  fine,  e 

A GREAT  RUSH. 


Every  piece  will  have  its  "WALKING  TICKET"  attached—*  ^ 
) with  a "QUICKSTEP''  price  on  it.  and  the  smartest  en^  stojpesl  ( 
) buyers  will  get  the  best  bargains. 


Bright  and  Early  Gets  the  Best. 


D20-00-&OOC 


Cotosuct 
Did  It 

COTOSUCT  nukes  cake— well.  Just  such  cake  as  (wo 
buodred  thousand  women  have  tasted  at  our 
food  shows.  We  wish  we  could  hand 
you  a piece  ol  it.  Think  ol  selling 
a shortening  better  than 
butter  for  cake  at 
the  price  of 

— COTOSUETI 

Sold  cverywlKre  In  paRs  like  lard. 
SWIFT  AND  COMPANY.  CHICAGO. 


You  may  get  a cold,  but  you 
occdoT  keep  a cold—  A tiook  about 
cold  stopping  free— and  how  to 
take  Calisaya  La  Ritla— just  drop 
me  a posl-il  card. 

Charkd  Alien  Itced. 9 ClUT  St  . New  York 


% 


THE  DERBY  IDEA. 

“ The  Highest  Quality  at  the  Lowest  Cost.” 


The  name  Derby  is  a 8>’nonyni  of 
quality  in 

ROLL  TOP  DESKS. 

In  materials  and  construction ; 
In  finish  and  utility  ; 

In  durability  and  design,  the 

DERBY 

ie  the  standard  make  of  the 
United  States. 

PICICE  LIST  FREE. 


ILLVSTRATED  CATALOGCE  ASID 


Manufacturers,  DERBY  DESK  GO.  93  Causeway  St. 

BOSTON.  MASS..  U.  S.  A. 


NBIW  YORK  BRANCH, 


II 4-  NASSAU  ST. 


They  Stay  Dyed. 

Stockings,  Feathers,  Gowns,  Cloaks 
or  other  articles  dyed  with 


Diamond 
Dyes 

will  rct.iin  their  color 
no  mailer  how  often 
they  arc  washed  or  ex- 
posed to  the  sun.  A 
package  of  Diamond 
Dyes  costs  only  ten 
cents  and  plain  direc- 
tions for  using  accom- 
pany  it.  No  previous  ^ 
experience  is  nec- 
essary to  gel  the^ 
best  results. 

Sold  everywhere.  Direction  Book  and 
forty  samples  of  dyed  cloth  sent  free. 

WiiLts.  Ricmakdson  & Co,.  Burliiicion.  Vt» 


AMERICAN 

FAMILY 

SOAP 

THC  LARGEST  AND  BEST  BAR 
or  SOAP  IN  THC  MARKET 
FOR  THE  MONEY 

100%  PURE 

JAS.S.KIRR&GO-  cHiCAdO. 


Specimens  of  success,  for  the  reader’s  benefit,  without  reninneration  to  piiblislier  or  writer  of  this  book, 


I’RACTICAIilJC  PUliLICITY 


281 


People’s  Line  Steamers. 

HUDSON 
RIVER 

Leave  l*ier  41,  North 
Kiver,  foot  of  C'aiial 
Street,  <5  p.in.  daily, 
except  Sunday. 

New  York 
To  Albany 

Albany  to  New  York, 
8 p.ni.,  aiul  I’oints 
South. 

— <?  THE  BIG  THREE  S>— 

Steamers  ADIRONDACK,  DREW,  DEAN  RICHMOND. 

Connecting  at  Albany  with  trains  for  Saratoga,  Lake  George, 
Lake  Champlain,  and  the  Adirondacks,  also  Susquehanna  Divi- 
sion of  D.  & 11.  R.R.,  Cooperslown,  Oneonta,  etc.  Saturday 
niglit  steamer  connects  at  Albany  Sunday  morning  with  D. 
& II.  R.R.  for  Saratoga  and  Northern  Points,  also  with  trains 
on  the  N.  Y.  C.  & H.  R.  R.R.  for  points  West  of  Albany. 

J.  H.  ALLAIRE,  G.  T.  A,,  New  York. 

M.  B.  WATERS,  G.  P.  A.,  Albany,  N.Y. 


■'We  are 

(ADVERTISED  BY 
OUR  LOVINCi 
FRIENDS” 


If  YOU  jj) 

HAVE  NOT  TRIED  (y 

MELLIN'S  FOOD 

SEND  FOR  FREE  I 
SAMPLE.  jJ 


This 

'I  LITTLE 
{[GIRL  WAS 
r RAISED  ON 

Smelling  food 

' AND  LIVES  m 

Greeneville.Tenn. 


A MELLIN’S  FOOD  GIRL 

DOLIBER'GOODALE  CO.,  BOSTON. MASS. 


Comfort  in  Travel 


Is  a phrase  that  among  experienced 
travelers  has  come  to  be  almost  ayn- 
onymous  with  “Michigan  C’entral." — 
Rochester  Democrat  and  Chronicle. 

The  only  Line  runninff 
directly  by  and  in  full 
view  of  Niagara  Falls. 


Ab  for  the  promise  of  “Comfort 
in  Travel”  by  this  read,  as  well  as 
theepeed  and  safety  realized,  the 
many  thonsands  who  pass  over 
it  will  surely  testify  that  it  is  kept 
to  the  letter.  — The  Standard, 
Chicago. 


Chicago  - New  York  - Boston 


VIA 

NIAGARA  FALLS  - BUFFALO. 

“The  main  line  is  as  near  perfection  in  the  way  of  construction,  ap- 
pointments,6ervice  and  able  management  as  can  be  conceived  in  modern 
railroading.  No  skill  or  expenditure  fans  been  spared  to  make  it  the 
modeiTi  railroad  of  the  country.” — Official  Report  of  Inspection  by 
Railroad  Commissioner  of  Michigan. 

Robert  Miller,  O.  W.  Rugclks, 

Gen’l  Superintendent,  Gen’lPass’rand  Ticket  Agent, 

DETROIT.  CHICAGO. 


Specimens  of  success,  for  the  reader’s  benefit,  'without  remuneration  to  publisher  or  writer  of  this  book. 


282 


FOWLER’S  PUBLICITY 


Shortens  Your  Food, 
Lengthens  Your  Life=- 

COTTOLENE 

Genuine  is  sold  in  tins  with  trade-marks — "Cottolene"  and 
suer’s  head  in  cotton-plant  wreath — on  every  tin. 

THE  N.  K.  FAIRBANK  COMPANY.  Chicago. 


for  itself  in  value  of  fued  saved. 

Write  us,  and  we  will  put  you  in  the  way  of  get- 
ting one  of  these  Heaters,  no  matter  in  what  part  of 
the  country  you  may  live  in. 


The  Smith  & Anthony  Co., 

Heating  and  Ventilating  Engineers, 

BOSTON,  MASS. 


i\  Crip  to  tloriaa 


can  be  saved  this  winter  by 
warming  your  house  with  a 


UTTR  WATER 
11  U HEATER . . . 


thus  securing  a uniform 
summer  temperature  right 
at  home.  Think  of  the 
luxury  of  having  every 
room  in  the  house  at  the 
desired  temperature  and 
no  additional  coal  burned. 
Our  system  embodies  sim= 
plicity  and  power,  com- 
bined with  moderation  in 
cost.  One  of  the  Hub  Hot 
Water  Heaters  kept  a house 
of  25  rooms  at  70°  all 
winter  on  15  tons  of  coal. 


The  Hub  will  last  long  enough  to  pay 


Illustrated 


Story  of 
Under  Dress  S 


42  large  pages  of  healthful 
art  and  comfort  — Just  send 
your  address  on  a postal  to 
Jaros  Hygienic  Underwear  ^ 
Co.,  831  Broadway,  New  ^ 
York. 


Specimens  of  success,  for  the  reader’s  benefit,  without  remuneration  to  publisher  or  writer  of  this  book. 


PRACTlCAIilJC  PUBLICITY 


283 


There  are  many- 


. ♦ Cool . ♦ 


IRctrcate 


ON  THE  LINE  OF 


"Tk  OuBrlaod  RoiIIb' 


, , YOU  WILL  FIND  . . 

Fishing 

Curative  Water  Utah  Hot  Springs  and 

— Soda  Springs,  Idaho  » • • 


Send  for  Advertising  Matter  before  you  Arrange 
for  your  Summer  Outing. 

E.  L.  LOMAX,  Gen’l  Pass,  and  Ticket  Agent,  OMAHA,  NEB, 


grani>’S!1S 


THE ....  IS  directly  opposite  the  Grand 
GRAND  Central  Station  in  New 
UNION  York.  Walk  across  the 
HOTEL  street,  gfivc  your  ha.gga.gc 
checks  to  the  clerk,  and  you  are  at 
home.  No  cab  fares,  no  bother  with 
baggage,  no  long  ride  over  jolty  streets. 

At  the  Grand  Union  you  can  live  as  econom- 
ically or  as  expensively  as  you  choose. 

ROOMS  $1.00  PER  DAY  AND  UPWARD. 

Our  135  paf'e  guide  book  “ How  To  Know  New  York’*— 
invaluable  to  every  visitor — will  be  sent  free  on  receipt  of 
throe  one-cent  stamps.  Address,  FORD  & CO.,  Proprietors, 
Park  Ave.»New  York. 

Oeprrighk  IS96.~B«tM«WUtaita  CoMpaay.  K.  T» 


Tarofarinc 

The  new  food  that  is  startling  the  medical  profession. 
Made  entirely  from  Taro,  the  most  nutritious,  wholesome, 
digestible  food-plant  in  the  known  world.  Thoroughly 
cooked,  ready  for  immediate  use.  Unrivaled  for  Infants, 
Invalids,  and  Dyspeptics.  Will  keep  in  any  climate.  Full 
directions  in  each  package. 

Price  50  cents. 

Hobron  Drug  Company,  Proprietors. 

Honolulu. 




Purchases  and  mail  ordara  amoontlaa  to  $8.00  or  more  wUl  be  delivered 
tree  of  charge  to  any  point  lo'New  York.  Kow  Jersey,  PenDsylTaota  and  the 
Itew  Eaglaad  States  until  farther  notice. 

PorAhaees  of  lees  than  $0.00  wUl  be  seat  Iroe  to  aU  polaU  vlth^  a 
radios  of  100  miles,  ae  neaal. 


4,000  Pairs  of  Women’s 
$2.00  to  $3.00  Low 
Shoes  at  $1.39  a pair. 

Hero’s  the  Shoe  Bargain  of 
season — FOUE  T H O tJ  8 A N'I> 
PAIES— TWENTT-THEEE  DIS- 
TIN or  STYLES  of  the  newest  and 
prettiest  LOW  SHOES,  made  to  re» 
tail  at  $d.00,  $2.50  ^ $3.00  apair,^ 
go  on  aale  to-morrow  at 

$1.39  a Pair. 

The  assortment  includes  OXFOED  TIES,  LOW  BUTTONS,  PEINOB 
ALBERTS,  SOUTHERN  TIES  end  JULIETS— Six  ahadee  of  Tan  Vld 
£id  and  Euasia  leather  in  plain  shades  and  oombinations.  Also  black 
Vici  Kid.  Every  shape  of  lut— Every  style  of  toe  and  heel— No  Qso>to> 
bes  or  has-beens  in  the  lot,  but  every  pair  made  in  the  best  possible 
manner  for  this  season’s  trade— On  sale  In  shoe  department,  seoond.'floora, 
and  on  bargain  table,  main  floor,  for  the  convenience  of  costomera  i^o  do 
Dot  wish  to  try  them  on. 


Specimens  of  success,  for  the  reader  s benefit,  without  remuneration  to  publisher  or  writer  of  this  book. 


284 


FOWLER’S  PUBLICITY 


A FAMILY  AFFAIR 

is  the  question  of  laying  Cork  Linoleum  on 
your  floors.  It  is  perfectly  healthy  in 
every  respect,  and  so  clean  and  tidy  does 
it  make  the  room  that  a child  can  crawl 
about  all  day  without  soiling  its  clothes. 
The  mother’s  work  is  lightened  consider- 
ably ; the  father’s  share  of  paying  for  it  is 
made  so  easy  by  our  Trifle-at-a-Time 
System  that  he  hardly  misses  the  shilling 
a week  that  we  take  for  it  by  easy  instal- 
ments. Let  us  send  you  patterns  to-day, 
and  we  will  take  your  promise  to  pay  for 
whatever  quantity  you  may  require, 
whether  you  reside  in  London  or  the 
country.  The  quality  is  such  that  we  have 
no  fear  of  competitors.  We  allow  a discount 
of  10  per  cent,  it  you  pay  cash,  but  we 
would  prefer  to  accept  your  promise  instead 
of  allowing  you  a discount.  Carriage  paid 
to  all  parts  of  the  United  Kingdom. 


CORK  LINOLEUMS. 

A Quality.  B Quality. 
3 yards  by  3 yards...  13s.  6d....  15s.9d. 

3 yards  by  3^  yards...  15s.  9d 18s.  6d. 

3 yards  by  4 yards...  18s.  Od....  £1  Is.  Od. 

3^  j'ards  by  4 yards...  £1  Is.  0d....£l  4s.  6d. 

4 yards  by  4 yards...  £1  4s.  0d....£l  8s.  Od. 


(s>aXeM^  Y Scnzs 
65y66  JotfcnJidm 

Business  hours — 8 till  8 ; Saturdays,  6 o’clock. 


WRINGING  WET 


.AMERICAN  WRINGER  CO,, 
^W'ARRAN=T:£^.D^ 


AMERICAN  WRINGER  COL  | 


Clotliea  is  a part  of  every 
wasli.  Does  your  wrinj?er 
wring  dry  ? Do  the  Rolls  ( 
wear  well?  Re  sure  on 
both  these  points,  when 
purchasing  a Wringer, 
by  insisting  on  having' 
the  WAKKANTKI) 

ROLLS  of  the  American  Wuingku  Co.,  the  largest 
manufacturers  of  Wringers  and  Rolls  in  the  world,  with 
a capital  of  hack  of  tlieir  warrant.  See 

onr  name  and  warrant  stamped  on  Rolls.  Rooks  of  use- 
ful W'ringer  information  FREE.  Address, 

No.  91>  CIIAMHKKS  >STUKLT,  NKW  YORK. 


Can’ll 

Bcndi 

Pins! 

You  can  stick  Puri-  W 
tan  Pins  through  § 
everything.  il 

If  you  can't  buy  them  at  your  store, 
send  five  2 cent  stamps  to  American  “Q! 
Pin  Company,  Waterbury,  Conn. 


? and  rheumatism  reliever — the 
Turko- Russian  Bath  Cabinet  5' 
■ — an  inexpensive  necessity  for  j£ 
everybody — book  about  it  free. 

Mayor,  bane  & Co., 

128  White  St.,  New  York  City. 


I 


I. 

9v.- 


SpccimcMis  of  success,  for  the  reader’s  benelit,  without  reiiimieratioii  to  publisher  or  writer  of  lliis  hook. 


PRACTICABLE  PUBLICITY 


285 


D.  n^CARTHY  & CO. 

A Belated  Holiday  Purchase. 


^ 400  CHAIRS! 


To  Be  Sold  To-Horrow 


Exactly  Half  Price. 


When  these  Chtiirs  arrived,  10  days  late,  we  refused  to 
accept  them,'  The  maniilaoturor,  realizing  his  mistake,  and  not* 
wishing  to  have  so  large  an  order  thrown  back  upon  his  hands, 
telegraphed  us  to  sell  them  at  any  price.  They’re  beautiful 
Chairs.  Just  what  we  wanted  lor  Holiday  trade.  We  could 
have  sold  every  one  of  them  long  ago,  if  they'd  been  on  time, 
and  at  their  real  value,  too. 

There  are  sixteen  different  styles,  in  oak,  curly  birch  and 
imitation  mahogany.  Some  with  upholstered  seats,  some  with 
cobbler  seats,  some  with  seats  of  polished  wood.  This  is  how 
we  have  marked  them  lor  a qliick  sale  to-morfow.  Take 
elevator  to  sixth  floor  if  you  wish  to  invest  or  investigate. 


$4.50  Chairs  for 

6.00  Chairs  for 

6.00  Chairs  for 
7.50  Chairs  lor 

8.00  Chairs  for 

9.00  Chairs  for 


$2.25 

2.50 

3.00 

350 

4.00 
4-50 


In  Peptonizing  Food 



Mo  preparation  on  the  market  to-day 
is  more  effective  and  quicker  in  its  ; ' 
workings  than  the  Ht; 

Liquor  | 

Pancreatiens.  f 

I METCALF.  I 

I It  has  been  found  of  value  in  Gastric 
■ Catarrh.  Gastric  Ulcer.  Cardiac  Dis- 
1 eases,  Pernicious  Anaemia  and  the 
I various  forms  of  intestinal  dyspepsia, 

I It  is  an  exceedingly  active  solution 
I of  the  digestive  ferments  of  the  fresh  W 

j pancreas,  capable  of  converting  pro-  Eg 

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• dftfnmmed  ihAt.  no  far  ««  in  out 
^ (HtMt-t  cvcr^r  American  garden  shall  hav* 
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f'  By  ket  Purity  ^nU  MiKh  Quailly  our  aim. 
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HeaUquariers  for  SWEET  PEAS 

Wc  ii.ivc  (hirty>twu  thousand  pounds  of  the 
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Webster^s 
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288 


FOWLER’S  PUBLICITY 


: 


Window  shades  are  of  two  sorts 
— (rood  and  bad. 

The  bad  ones  are  the  kind  that 
stick  when  you  don’t  want  them  to 
and  don’t  stick  when  you  do  want 
them  to. 

The  other  kind  always  catch  at 
the  right  place.  If  you  care  to 
look,  you’ll  always  find  that  these 
are  mounted  on 

Hartshorn^s  3 
Shade 
Rollers 

and  Stewart  Hartshorn’s  au- 
tograph is  on  the  label. 


I 


IIVIIJ  , 

l|K[;/.\W’ 

suminri  (.Y(  I r: 

ChiCAGO, 

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I’RACTICAHLE  PUBLICITY 


289 


Healthy  and 
Happy  Mother 


Ferris’  

Good  S®nse  Waist. 

FOR  SALS  8T  AU  LEADIHG  ££TAIUR5 


New=York  Military  Academy 

Cornwall=on=Hudson,  New=York. 

Patriotism,  love  of  country  and  the  American  flag  are  a part  of 
what  a young  man  imbibes  at  this  Academy.  Together  with  the 
broadening  influence  exerted  by  contact  with  a large  number  of 
representative  young  men  from  all  parts  of  the  United  States  it  is 
what  makes  this  school  the  most  thoroughly  American  Academy 
(next  to  West  Point)  in  the  American  Union.  We  prepare  for  West 
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‘Kebfern 


1,000,000  Peojle  Wear 

W.  L.  DOUGLAS  SHOES 


Why  does  this  great  majority  endorse  them.^ 
Because  they  are  price-worthy. 


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from  $1  to 
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pairbj  wear- 
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Will  buy 
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290 


FOWLER’S  PUBLICITY 


— ^ Three  absolutely  new  and  exclusive  features  on  the  Wolff-Ameri- 
can  High  Art  Cycles  for  1896 — selToiling  bearings — absolute  chain 

adjustment — spring  tempered  frame.  '.Z-—--- 

^ And  all  the  good  points  of  all  good  bicycles  besides — every 

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THIS  IS  THE  AGE  OF 
VARNISH. 

We  have  passed  the  age  of  paint, 
because  we  have  learned  to  appreciate 
the  beauty  of  natural  woods — because 
we  have  learned  that  nature  is  a finer 
artist  than  man. 

No  canvas  can  equal  a sunset,  or  a 
bunch  of  orchids,  or  the  curl  and 
plunge  of  a great  breaker,  or  that  un- 
conscious glory  in  the  surprised  smile 
of  a child. 

Into  the  grain  of  fine  woods  nature 
has  woven  all  her  wondrous  charms  of 
color,  and  more  delicacies  of  pattern 
than  were  ever  dreamed  by  lace-makers. 

We  paint  only  soft  and  coarse  woods, 
now,  to  hide  their  defects.  We  varnish 
fine  woods,  to  reveal  and  preserve 
their  beauties.  Fine  varnish  does  both. 
Ordinary  varnish  does  neither. 

Murphy  Varnish  Co. 

FRANKLIN  MURPHY.  President. 

Head  Office:  Newark,  N J 

Other  Offices:  Boston.  Cleveland,  Sl  and  Clucaga 
Factories;  Newark  andChicaga 


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PRACTICAHLE  PUBLICITY 


291 


Chicap,  Milwaukee  S St.  Paul  Ry. 

Owns  and  operates  6,169  miles  of 
thoroughly  equipped  road. 

FIRST-CLASS 

IN 

EVERY 

RESPECT 

It  traverses  the  best  sections  of  the 
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General  Passenger  Agent,  CHICAGO,  ILL. 


rpo  TIIR  KDITOIl  or  THK  TRIHUNE. 

Sir:  The  reason  for  Inslstlnij  upon  my  essays  being 
always  plactnl  "next  to  reading  matter"  Is  because  they 
are  next  to  reading  matter — If  not  reading  matter  Itself. 
Compare  them,  as  to  .subject  and  scope,  with  other  ar- 
ticles In  your  paper,  and  see  If  they  suffer  by  it.  Of 
course,  the  style  Is  of  no  consequence.  Nobody  looks  for 
style  In  a newspaper.  The  question  for  the  reader  Is 
"What  Is  It  all  about?"  and  "Does  he  make  his  point?” 
My  articles  are  "all  about”  education,  and  whether  or  not 
I make  my  point  will  depend  upon  how  many  books  I 
am  a.sked  to  give  away;  and  how  many  young  people  of 
the  right  sort  come  to  see  me  next  fall.  Now,  right  here 
I ought  to  say/  something  serious;  I wish  you  would 
listen  to  it.  You  could  hardly  believe,  Mr.  Editor,  how 
much  the  business  community  is  suffering  for  the  want 
of  young  men  stenographers.  There  has  not  been  a day 
during  the  last  month  when  I have  not  had  applications 
for  them.  Dull  as  business  is,  I could  place  a dozen  good 
male  stenographers,  at  good  salaries,  to-morrow,  if  I had 
them.  Young  men  make  a great  mistake  when  they  de- 
cide to  give  this  profession  up  to  the  girls.  Girls  are  good 
enough  in  their  way — and  a good  way  it  is,  too — but  there 
are  places  that  girls  cannot  fill.  Just  because  they  are 
girls.  No  doubt  there  are  a good  many  floating  male 
stenographers,  and  no  doubt  an  advertisement  for  such 
would  get  a hundred  applicants;  but  there  are  plenty  of 
business  men  in  want  of  such  help  who  don’t  care  to  do 
the  picking.  They  prefer  to  go  to  a responsible  institution, 
like  Packard’s,  and  have  the  "picking”  done  for  them. 
"We  never  recommend  a worker  without  knowing — not 
guessing — that  he  can  work.  Mr.  Editor,  if  you  have  any 
influence  with  young  men,  do  your  best  to  induce  them 
to  learn  shorthand.  Tell  them  to  go  to  some  reputable 
school,  and  if  you  don't  know  of  any  other,  send  them 
to  Packard’s.  But  don’t  send  them  until  next  fall — say 
the  first  Tuesday  in  September.  Any  letter  of  introduction 
from  you  will  be  duly  honored.  Let  us  hear  from  you. 

Address  S.  S.  PACKARD. 

101  East  23d-st. 

New’-York,  June  2.'!. 


CHICAGO 

GREAT  « 

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railway  ' ' 

THE  VERY  LATEST 

PULLMAN 

PRODUCTIONS  IN 

COMPARTMENT/] 

AND 

DRAWING  ROOM 
SLEEPING  CARS 


Between  CHICAGO 


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292 


FOWLER’S  PUBLICITY 


Our  Boys’  A shoe  made  upon 

Moosehide  that  embody 

the  best  points  and 
the  most  healthful 
ones,  for  growing  boys. 

Waterproof. 

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50 

11 

15 

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Q new  “Club” 
String. 

will  pay  for  Col- 
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Q — all  linen,  four 
different  styles. 


for  fine  White 
Q Laundered  Shirt, 

all  sizes. 

the  Suit,  blue  or 
black  Cheviot,  silk- 
lined  coat. 


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feel,  and  actually  be  as  well 
dressed  for  so  little  outlay  of 
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Jos.  Horne  & Co., 

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mom.  tues  VJEO  tHUJi  fttl.  SAT  swv 

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A boolc  in  which  these  tw'o  important 
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HERENDEEN  MFC. CO., 

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PRACTICABLE  PUBLICITY 


293 


THE  JOY  OF  YOUTH  in  blowing  Soap 
Bubbles  is  not  greater  than  the  satisfaction 
of  the  Cook  who,  by 
using  Cudahy's  REX 
BRAND  Beef  Extract 
in  SOUP,  thereby  adds 
DELICIOUS 


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“name  on  every  piece.” 

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For  Sale  by 


Yes, 

There  are  many  makes  of  perfume, 
and  all  of  them  have  a more  or  less 
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Among  the  favorites  are : 

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FOWLER’S  PUBLICITY 


294 


I A Trip  to  Fort  Monroe 


la  Earl])  Spring  i»  iUt  • . . . 

Burst  of  Warm  Surishine 

on  a . Winter’s  Day. 

. * , THE  STEAMSHIPS  OP  THE 


S4/Z.  DAILY  EXCEPT  SVSDaY  FROM  SEW  YORK, 

AND  Daily  from  Norfolk. 

'J'HEY  have  All  the  comforts  of  the  best  Atlantic  liners,  »ad 
their  cuisine  has  been  famous  (or  years.  1'hey  afford  an 

ZT"'  700  niLE  SEA  TRIP,..;':" 

10  Fort  Monroe.  Vlrffloia  Beac^^and  Norfolk,  and  back  to  New 
York  Id  46  bonrs,  and  at  a cosoof  but  $13.00.  including  StatO> 
rooms  and  meals.  The  most  delightful  trip  out  of  New  York. 


.Old  Dominion  S.  S.  Co. 

Pier  26,  N.  R..  New  York, 


W.  L.  Oulllaudeu, 





TARRANT  & CO.,  Chemists,  New  York. 


Standard  $ | 
Excellence 


It  cures  Constipation,  Sick  Headache 
and  Biliousness  in  such  a gentle,  coax- 
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more  active  remedies  are  avoided. 
“ It  tastes  good,  too.” 

Sold  by  Druggists  for  fifty  Years. 


.Specimens  of  success,  for  the  reader’s  licnelit,  without  remuiieratiou  to  piihlislier  or  writer  of  this  book. 


PRACTICAIUJC  PUIUJCITY 


29s 


mm 


Every  bottle  of 
this  great  effervescent  ^ 
'temperance  beverage  is  a C 
sparkling,  bubbling  fountain 
of  health — a source  of  plea- 
sure, the  means  of  making 
you  feel  better  and  do  better. 
You  make  it  yourself  right 
at  home.  Get  the  genuine. 

5 gallons  cost  but  25  cents. 

THE  CllAS.  E.  HIRES  CO.,  Philadelphia. 


Assets,  515,780,000 

Income,  ^ $12,500,000 

Surplus,  f 1“  >’<'  % 3,300,000 
A Life  Insurance 
Policy  Issued  by  VUv 
is  vastly  more  important  to  the  welfare  of 
a family  than  is  Gibraltar  to  the  British 
Empire,  Cbc  Prudential  insures  men, 
women  and  children.  Write  for  de^' 
scriptive  literature, 

THE  PRUDENTIAL  INSURANCE  CO.  OF  AMERICA. 

HOME  OFFICE,  NEWARK,  N.  J. 

JOHN  F.  DRYDEN,  President. 


Specimens  of  success,  for  the  reader’s  benefit,  without  remuneration  to  publisher  or  writer  of  this  book. 


296 


FOWLER’S  PUBLICITY 


Specimens  of  success,  for  the  reader’s  benefit,  without  reinnneration  to  piiblislier  or  writer  of  tliis  book. 


PRACTlCAJiLE  PUBLICITY 


297 


Light 
Church 

I light  churches — gas,  oil  or 
electricity — my  reflectors  make 
each  burner  throw  out  all  its 
light — drop  me  a postal — PlI 
send  you  my  large  catalogue 
free — tell  me  about  your  church 
— Pll  give  you  estimates  and 
designs  for  nothing  — I.  P. 
Frink,  55 1 Pearl  St.,  New  Y ork 


liilii 

Look  at  men’s  clothes 
from  different  view- 
points— For  instance: 

What  Women  Admire 

About  our  make  of  gar- 
ments are  the  lines  of 
life  — graceful  contour  — 
strength  and  manliness  of  expression — and  the 
many  little  refining  touches  that  appeal  so  forcibly 
to  the  feminine  eye. 


(Descriptive  Matter  Here.) 


SAUL, 


Trhe>  Clothiei*, 

“Head  to  Foot,” 

IWein,  \A/oman  and  Ohild, 


51  and  53  North  Pearl  Street,  Albany. 


Specimens  of  success,  for  the  reader’s  benefit,  without  remuneration  to  publisher  or  writer  of  this  book. 


FOWLER’S  PUBLICITY 


®0000©©OOOOOO©OO©SO0OS 


How 
do  You 
Do  it? 


There’s  a difference 
of  opinion  as  to  the 
best  way  to  sharpen  a 
pencil: — but  none  as 
to  the  best  pencil  to 
sharpen. 


DIXON’S 


American  Graphite 

PENCILS 

are  pronounced  by  constant 
. users  of  pencils  to  be  the 
j\  smoothest,  most  even  tempered, 
i)  U — the  best  manufactured  in  this 
or  other  countries.  Made  in 
many  grades  for  many  tastes 
and  many  uses. 

If  your  dealer  does  not  keep  them 
Bend  IG  cts.  for  pencils  worth  doable 
the  money, 

1 /’J  DIXON  CRUCIBLE  CO.,  Sj 

J^'rsey  City,  N.  J.  g 

^0%dQQO@OQQ30QOOOOOOOOOOOOOC 


That  terrible 

wash-tub  ! 
This  is 
the  way 
it  looks 
to  the 
women 
who  do 
their  wash- 
ing in 
the  old- 
fashioned  way. 
They  dread  it 
— and  no  won- 
der. All  because  they  won’t 
use  Pearline.  Use  Pearline 
— use  it  j list  as  directed — soak, 
boil  and  rinse  the  clothes — and 
the  wash-tub  won’t  be  a bug- 
bear. No  hard  work — no  inhal- 
ing of  fetid  steam — no  wearing 
rubbing — no  torn  clothes — 
nothing  but  economy.  eio 

Millions  "'Sc  Pearline 


'• 


Mark  • 
••)  cr-o- n a the  Mark# 

^ PLATe  nj  • 

'W  It  stands  for  # 

— i 

I ^#1/%  o 


LONG 
WEAR 
SILVER 
WARE 

Sold  everywhere 

SIMPSON,  HALL,  MILLER  & CO 
WalliiSiffordl,  Coeq 


Silverware. 


An  essential  consideration  In  the 
curchase  ol  silverware,  whether  lor 
ornamental  or  household  use.  Is  an 
ENDURING  design. 

Articles  made  to  meet  the  varying 
taste  ol  the  entire  country,  and  sold  to 
the  trade  at  large,  cannot  possess  this 
quality  and  are  soon  discarded. 

The  products  ol  Tiffany  & Co>'s 
workshops  are  designed  to  meet  the 
wants  ol  their  customels.  and  are  sold 
only  at  retail  In  their  own  store. 

Tiffany  & Co- 

Union  Square, 
New  York. 


CHOCOIUMCNIER 


Chocolat  - Men  ier 

recommends  Itself: 

by  its  Nutritive  properties; 

Oy  its  Digestive  properties; 
by  its  line  Favor  and  Aroma; 
by  Its  unrivalled  Quality. 

Chocolat-Mcnlcr 

(Vanilh  Chocolctc) 

defies 

all 

honest 

competition. 

Used  the  world  over  for 

Breahtast  Si  Solreee, 

instead  of  Tea,  Coffee  or  Cocoa. 


ASK  yuUDGROCU  FOR 

CHOCOLAT 

MENIER 


If  IM  basa’t  It  ea  ule, 
fvn«l  hl»  ftvnt  and  ymr 
ad4r«sst»  McNiES.  Amer> 
Icaa  Branch.  No,  06  West 
BrotUw.ty.  N.  Y.  City,  or 
(p  WAfea^Awo., 


Specimens  of  success,  for  the  reader’s  benefit,  without  reimineration  to  publisher  or  writer  of  tliis  book. 


PRACTICABLE  PUBLICITY 


PHOTOGRAPHY 

In  its  Perfection! 
(INSTANTANEOUS.) 

NEW  STUDIO. 

NO  STAIRS  TO  CLIMB. 


Cor-, 


ST., 


PACH  BROS 

nnr  Broadway, 
JJ3  >EW  YORK. 


ARE  YOU  A FARMER? 

If  so  you  are  one  from  choice  and 
can  tell  whether  farming  as  an  in- 
vestment pays.  Do  you  make  it 
pay  ? Have  yon  first-class  tools,  fix- 
tures, etc.  ? Yon  say  yes,  but  yon 
are  wrong  if  yon  have  no  scales. 
You  should  have  one,  and  by  send- 
ing a postal  card  you  can  get  full 
information  from 

JONES  OF  BINGHAMTON, 
BINGHAMTON,  N.  Y. 


299 


New  England_->' 
Conservatory  of  Music, 

FRANKLIN  SQUARE, 
BOSTON,  HASS. 


THE  LEADING  CONSERVATORY  IN  AMERICA. 

MUSIC,  ORATORY,  LITERATURE, 
AND  nODERN  LANGUAGES. 

Complete  and  Systematic  Instruction  in  all  Depart- 
ments from  the  most  elementary  grades  to 
the  highest  artistic  standard. 

Students  received  at  any  time. 

Send  for  Prospectus  and  Calendar. 


IF  IT  IS  A GOOD  THING,  WE  HAVE  IT. 

AND  TO  TELL  YOU  WHAT  IS  GOOD 
WE  HAVE  PUBLISHED  A . . . 

Handy  Reference  Book, 


ILLUSTRATING  AND  DESCRIBING 

THE  LATEST  INVENTIONS 

IN  THE  LINE  OF 

OFFICE  CONVENIENCES 
AND  NECESSITIES, 

FOR  USE  IN  THE  COUNTING  HOUSE,  MILL.  FACTORY, 
RAILWAY  STATION,  DRAUGHTING  ROOM;  ALIKE  BY  AC- 
COUNTANTS, MANUFACTURERS,  SHIPPERS,  DRAUGHTSMEN, 
AND  IN  FACT  USEFUL  ALIKE  TO  EVERY  ONE  WHO  USES  A 
PEN  OR  PENCIL,  AND  DESIRES  TO  OBTAIN  THE  BEST. 

SEND  10  CENTS  AND  RECEIVE  A CCPT  BY  RETURN  MAIL.  AL0N3 


Specimens  of  success,  for  the  reader’s  benefit,  without  remuneration  to  publisher  or  WTiter  of  this  book. 


300 


FOWLER’S  PUBLICITY 


GEOWATERST0N-S*-S©NS 


SEALING  WAX 
Quills-Quill  Pens 

and 

STATIONERS  SUNDRIES 

S'lLOSE  ST7LEET  .NEWGATE  ST* 

LONDON 


Awarded 

Highest  Honors— World's  Fair, 

■DR; 


BANNG 

POhVER 

MOST  PERFECT  MADE. 

A pure  Crape  Cream  of  Tartar  Powder.  Prea 
from  Ammonia,  Alum  or  any  other  adulterant 
40  YEARS  THE  STANDARD. 


Specimen  of  the  Gillam-Wanamaker  style. 

APRIL’S  FROZEN  TEARS 

are  sadly  out  of  season,  hut  they  make  no  mark  inside 
the  store.  Sure  enough  Spring  is  here.  And  such  a getting  together  of 
timely  goods!  We  were  never  so  well  prepared  at  Eastertide  with  all  that 
is  seasonable. 

Stylish  Millinery  at  moderate  cost. 

Wonders  in  fashionable  Wraps  and  Suits. 

Unrivaled  Silks  and  Dress  Goods. 

Gloves  as  New  Yorkers  never  saw  before. 

And  so  on  and  on  all  along  the  line.  ' 


$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$  $$$$$$ 
X=RAYS,  Free  exhibition  of  a complete  Roent-  S 
^ gen  outfit.  Crooke’s  tube,  induction  coil,  ^ 
^ etc. — every  day,  9 to  12 — 1 to  4 o’clock.  A ^ 
^ picture  of  somebody’s  bones  taken  each  hour,  g 

$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$  $$$$$$$$$$$$$$$$ 

SPECIAL  SILKS 

The  lots  were  large,  but  great  as  the  cutting  has 


WOMEN’S  CAPES 

It’s  like  finding  money  to  get  such  values. 

These  cloth  and  velvet  Capes  are  at  exactly  manu- 
facturer’s wholesale  prices!  This  season's  goods, 
prettily  trimmed,  some  with  lace  others  with  jet  or 
silk.  Mostly  one  of  a kind.  $3.75  to  $10;  meant  to 
be  $7.50  to  $18. 

WOMEN’S  WRAPPERS 

Chintz  Wrappers,  light  grounds,  neat  stripes,  large 


Specimens  of  success,  for  the  reader’s  benefit,  without  renuineration  to  piihlisher  or  writer  of  this  hook. 


Trades  Specifically 

“ It’s  business’  business  to  tell  business  ” 


F a thing  sells,  advertising  will  sell  more  of  it. 

It  is  difficult  to  make  even  poor  advertising  bring  poor  business. 

The  best  is  unsalable  if  nobody  knows  about  it. 

The  amount  of  space  and  money  to  be  used  in  advertising  any  arti- 
cle, or  any  line  of  goods,  depends  upon  the  thing  advertised,  the  con- 
dition of  the  people  who  buy  it,  and  the  extent  of  the  purchasing  field. 

This  is  a department  of  classified  trade,  subdivided  for  convenience. 

What  is  said  under  one  division,  applies  to  that  class  of  trade  specifically,  and  to  all 
lines  of  business  generally. 

The  entire  contents  of  this  book  are  calculated  to  be  of  value  to  the  publicity  side 
of  every  trade  and  profession. 

It  is  obvious  that  but  limited  space  can  be  given  to  a discussion  of  any  one  partic- 
ular line  of  trade,  therefore  only  leading  classes  are  mentioned  on  the  assumption 
that  representatives  of  those  not  given  can  easily  adapt  the  general  substance  of  this 
department  to  their  requirements. 

This  department  is  a sort  of  guide,  or  index,  to  assist  the  retailer  in  better  utilizing 
the  entire  book. 

It  does  not  attempt  to  cover  the  field  of  general  adv^ertising,  and  is  almost  exclu- 
sively devoted  to  the  interest  of  retailers. 

The  more  important  lines  of  retail  trade  are  considered  in  departments  by  them- 
selves, and  are  referred  to  in  alphabetical  order  in  this  department. 

The  reader  is  earnestly  requested  to  constantly  refer  to  the  comprehensive  index  at 
the  close  of  the  book,  as  it  will  materially  aid  him  in  utilizing  any  part  of  the  work. 


Agricultural  Implements 

The  sale  of  articles  of  cultivation  is  not  limited  to  the  professional  farmer  and 
planter.  Shovels,  rakes,  mowers,  and  all  other  agricultural  contrivances  are  used  on 
gentlemen’s  country  seats,  and  the  smaller  articles  are  in  constant  demand  by  every 
owner  of  a house  and  yard.  Agricultural  implements  are  general  commodities,  and 
the  advertising  of  them  must  follow  the  accepted  lines  of  other  articles  of  common 
construction.  The  suburbanite  must  have  his  shovel  and  his  rake,  and  to  him  the 


301 


302 


FOWLER’S  PUBLICITY 


lawn  mower  is  a pleasurable  neeessity  — an  article  of  exercise,  recreation,  conven- 
ience, and  necessity.  The  use  of  the  horse  mower  and  other  large  machinery  of 
cultivation  is  confined  to  the  farmer  and  planter.  These  bulky  articles  must  be  ad- 
vertised as  specials,  and  the  advertising  of  them  should  always  precede  the  season  of 
their  use  and  continue  throughout  the  season.  The  local  newspaper  is  the  only  in- 
dispensable medium,  and  suitable  printed  matter,  carefully  distributed,  will  round  out 
and  make  successful  the  regular  advertising.  The  dealer  in  agricultural  implements 
should  advertise  continuously,  changing  the  size  of  his  advertisement  as  conditions  of 
season  and  business  suggest.  His  advertisement  must  never  be  absent  from  the  news- 
paper as  it  is  never  safe  to  give  any  prospective  or  ready  customer  an  opportunity  to 
forget  the  seller.  It  costs  less  to  advertise  in  moderation  during  the  non-selling  sea- 
son and  extensively  during  season,  than  it  does  to  pay  for  the  extra  advertising  neces- 
sary to  bridge  over  the  gap  made  by  the  discontinuance  of  advertising.  No  matter 
how  many  articles  he  sells,  he  should  almost  always  advertise  one  at  a time,  and 
seldom  more  than  two  at  a time.  If  it  seems  advisable  to  prominently  announce 
several  articles  in  the  same  issue  of  the  newspaper,  the  announcement  of  each  article 
should  be  separated  from  the  others  by  rules  or  blank  spaces,  that  each  article  may 
virtually  have  an  advertisement  of  its  own.  Announce  a hay  rake  one  day,  a plow 
another,  and  the  next  day  a harrow,  then  a lawn  mower,  then  a shovel,  then  some- 
thing else.  Do  not  make  the  mistake  that  so  many  advertisers  make  under  the  convic- 
tion that  the  man  who  wants  to  buy  a rake  may  not  purchase  one  at  the  store  adver- 
tising a shovel.  By  advertising  a rake  one  day,  the  sale  of  rakes  is  increased,  but  the 
demand  for  other  articles  is  not  decreased.  The  man  who  wants  something  in  par- 
ticular is  not  interested  in  many  things  in  general.  The  natural  assumption  is  that 
everything  is  “ best,”  whether  it  is  or  not,  and  if  the  dealer  sells  several  kinds  of  an 
article,  and  advertises  them  all  together,  and  calls  them  all  the  “ best  ” or  gives  to 
each  some  superlative  advantage,  he  is  likely  to  confuse  the  reader,  and  to  allow  the 
strength  of  his  advertising  to  injure  it.  Half  the  shovel  users  do  not  realize  that  they 
need  a new  shovel  until  the  advertiser  suggests  that  they  do.  The  would-be  lawn 
mower  wants  a lawn  mower  and  he  doesn’t  want  anything  else  at  the  time,  and  if 
the  advertisement  announces  only  lawn  mowers,  and  particularly  only  one  kind  ot 
lawn  mower,  the  argument  of  the  advertisement  and  the  suggestions  in  it  are  likely 
to  penetrate  the  customer’s  reason.  Every  buyer  of  any  agricultural  implement  is  a 
probable  buyer  of  from  one  to  two  dozen  other  articles  of  culture,  but  he  must  be 
brought  to  the  store  by  the  oneness  of  a one-idea  announcement.  Do  not  make  too 
many  points  at  a time  about  any  one  article.  If  a mower  has  one  hundred  advantages, 
do  not  claim  for  it  more  than  a few  at  a time.  Bring  out  ease  of  motion,  then  discuss 
the  durability  of  the  machine.  Only  give  the  reader  what  he  will  read  and  remember. 
Do  not  fill  him  so  full  that  he  cannot  retain  any  part  of  what  is  given  him.  If  a little 
agricultural  advertising  pa3's,  the  chances  arc  that  twice  as  much  will  pa^^  more  than 
twice  as  much,  for  agricultural  advertising  is  like  the  big  snowball, — it  increases  more 
than  proportionately  as  it  rolls  along.  Advertise  one  thing  at  a time,  or  advertise  to  one 


T R A 1 ) l!:s  S I M'X’  1 I C A L L Y 


303 


class  of  buyers  at  a time.  Do  not  try  to  reach  them  all  at  once,  because  it  cannot  he 
clone.  Attempt  to  attract  the  farmer  one  clay,  and  the  man  with  only  a yard  the  next. 
See  Classification,  “ Hardware.” 


Architecture 

The  architect  occupies  a position  between  business  on  the  one  side  and  profession 
on  the  other.  He  is  supposed  to  be  a gentleman  and  to  possess  a liberal  education 
and  marked  rehnement.  He  must  appreciate  the  niceties  of  life,  and  practice  the 
hard  necessities.  He  must  stand  between  the  money-earning  mechanic,  and  the 
money-spending  owner.  He  is  a confidential  man;  he  must  be  honest  to  succeed. 
His  interest  must  be  confined  to  that  of  his  client.  While  he  works  along  ethical 
lines  he  is  not  necessarily  debarred  from  the  use  of  commercial  methods  and  adver- 
tising. He  has  a right  to  display  his  card  in  the  local  newspapers,  and  he  can  use 
the  society  papers  to  advantage.  The  architect  must  have  the  good  will  of  the  local 
press,  even  if  he  has  to  pay  for  it.  He  has  no  right  to  expect  editorial  compliment  if 
he  does  not  return  the  courtesy  with  a substantial  advertisement.  His  card  should 
never  be  less  than  two  inches,  and  it  should  always  be  in  the  newspaper.  It  may  pay 
him  to  occasionally  increase  the  size  of  his  advertisement  to  six  or  more  inches.  The 
architect  ought  to  be  a local  authority  upon  building  and  upon  all  that  pertains  to  a 
building  and  its  surroundings.  From  an  advertising  point  of  view  it  is  advisable  for 
him  to  gain  distinction  as  an  expert  in  some  particular  branch  of  architecture.  He 
may  be  known  as  a general  architect,  but  in  connection  with  his  ordinary  reputa- 
tion he  should  be  considered  particularly  proficient  in  some  one  class  of  work.  The 
successful  architect  is  always  better  acquainted  with  the  planning  of  a dwelling  house, 
or  with  the  designing  of  a business  block,  or  with  some  other  class  of  building,  than 
he  is  with  his  profession  as  a whole.  It  is  suggested  that  the  architect  become  a 
regular  contributor  to  the  local  newspapers,  and  that  he  originate  a series  of  articles 
on  the  different  departments  of  architecture,  his  writings  to  be  non-technical  and 
adapted  to  the  comprehension  of  the  people.  He  might  write  about  “ The  Drawing- 
Room,”  “The  Windows,”  “The  Mantel,”  “Fireplaces,”  “Chambers,”  “Halls,” 
“ Heating,”  “ Ventilation,”  “ Harmony,”  or  about  anything  else  concerning  building 
art  and  comfort.  The  advertisement  can  be  general  a part  of  the  time,  but  it  had 
better,  as  far  as  possible,  have  a special  character.  The  home-house  is  the  woman’s 
castle;  it  is  hers  by  right  of  Nature,  and  to  her  is  given  the  final  vote  of  execution. 
The  home  architect  must  present  himself  to  the  woman.  The  business  block  archi- 
tect must  reach  the  business  man.  See  Department,  “ Real  Estate;  ” and  Classifica- 
tions, “ Art,”  “ Dental,”  “ Law,”  “ Physicians.” 

Art 

Artists  are  by  nature  or  by  inclination  opposed  to  business  methods.  The  more 
they  know  about  art  the  less  they  are  likely  to  know  about  business.  The  artist 


304 


FOWLER’S  PUBLICITY 


cannot  advertise  successfully  except  along  professional  lines,  unless  he  is  a commercial 
draughtsman  or  picture  drawer.  He  can,  however,  announce  himself  in  his  particu- 
lar specialty  by  a neat  card,  and  by  a modest  newspaper  advertisement.  He  should 
cultivate  the  friendship  of  newspaper  men,  and  contribute  to  the  art  papers  and  to  the 
art  departments  of  the  general  press.  If  he  would  become  known  and  gain  dignified 
publicity,  he  must  be  friendly  socially  with  editors,  and  in  some  cases  it  is  necessary 
for  him  to  reciprocate  favors  done  by  conducting  an  art  department  or  furnishing  art 
news.  The  commercial  artist  can  advertise  more  broadly  and  extensively  and  can 
use  the  local  newspapers  and  booklets  and  circulars  announcing  his  work.  As  far  as 
advertising  is  concerned,  the  commercial  artist  and  the  commercial  engraver  are 
practically  one,  and  the  advertising  of  this  line  must  reach  business  houses  in  need  of 
advertising,  illustrations,  and  engraving.  The  business  man  will  tolerate  the  unbusi- 
nesslike methods  of  the  painter  in  oil,  but  he  expects  the  commercial  artist  and  en- 
graver to  treat  his  work  in  a businesslike  way.  Promptness  is  an  absolute  necessity. 
The  poor  artist  who  is  prompt  may  do  more  commercial  work  than  the  better  artist 
who  is  never  on  time.  See  Department,  “ Printers  ; ” and  Classifications,  “ Architec- 
ture,” “ Dental,”  “ Engraving,”  “ Law,”  “ Physicians.” 


Auctioneering 

The  auctioneer’s  business  is  intermittent.  It  is  brisk  part  of  the  time  and  dull  part 
of  the  time.  He  can  advertise  his  auction  sales,  and  he  can  also  advantageously 
announce  that  he  is  an  auctioneer  and  knows  how  to  dispose  of  property.  He  gener- 
ally combines  with  his  business  the  private  sale  of  real  estate,  and  consequent!}"  can 
be  considered  in  the  dual  role  of  auctioneer  and  real  estate  agent.  The  local  news- 
paper is  his  indispensable  medium,  and  he  can  employ  circulars  and  other  printed 
matter  as  supplementary  to  his  newspaper  advertising.  The  poster  may  be  a neces- 
sity to  him.  Its  value  is  chiefly  in  its  brevity  and  the  opportunity  for  the  use  of  the 
heaviest  type.  The  poster  should  not  give  detailed  information,  as  that  belongs  to  the 
circular  and  newspaper  advertisement.  The  advertising  of  low  prices  will  bring 
buyers,  but  will  not  bring  sellers.  It  is  much  easier  to  sell  property  at  auction  than 
it  is  to  obtain  property  to  sell.  The  tone  of  the  advertising  must  be  between  the  two 
in  order  that  the  supply  of  property  may  be  equal  to  the  demand  for  it.  The  auc- 
tioneer has  a legitimate  right  to  adopt  extravagant  forms  of  advertising  and  to  use  the 
strongest  adjectives.  The  word  “ auction  ” is  conventional,  but  it  has  in  it  the  attrac- 
tiveness that  will  always  be  retained  by  the  word  “bargain.”  The  word  “auction” 
should  generally  head  the*  announcement,  followed  by  large  type  description.  It  is 
suggested  that  the  following  headlines  may  be  used  to  advantage.  “An  Elegant 
Residence,”  “The  Home  of  Comfort,”  “ Happy  Home  for  Sale,”  “A  Charming 
Country  Seat,”  “A  Profitable  Farm,”  “ A Handsome  House,”  “A  Suburban  Home,” 
“A  Bower  of  Roses,”  “ A House  for  Young  Folks,”  “A  Pri\ate  Residence,”  “ A 
Magnificent  Home,”“  The  House  of  Luxury,”  “ A City  Palace,”  “ A Home  Among  the 


'r  K A 1 ) ICS  S P C 1 1 ' I C A L L Y 


305 


Pines,”  “ By  the  Lakeside,”  “ A Viewful  Residence,”  A Sunny  Cottage, A ILnisc 
by  tlic  Sea,”“  The  Store  of  Location,”  “ A Prol'itable  Block,”  “ The  Store  of  Business,” 
“ C^iality  at  Auction,”  “ Regular  Goods  at  Auction,”  An  Auction  Sale  of  Guaranteed 
(^lality.”  Auction  sales  are  matters  of  news,  and  if  the  auctioneer  is  an  advx'rtiser,  he 
can  depend  upon  the  newspapers  to  give  full  reports  of  his  sales,  with  his  name  always 
mentioned.  The  advertisement  should  never  be  less  than  four  inches,  and  it  may  oc- 
cupy as  much  as  a page.  The  advertising  of  a merchandise  sale,  whether  at  an  auction 
room  or  at  the  store  of  the  owner,  should  follow  the  general  style  of  the  regular  adver- 
tising of  its  line,  to  which  should  be  added  the  strong  expressions  justihable  in  auction 
advertising.  Sensational  as  the  auctioneer  may  be  his  advertising  must  be  truthful.  A 
reasonable  amount  of  exaggeration  may  pay,  but  lying  is  a trade-killing  boomerang. 
When  the  auctioneer  has  nothing  special  to  advertise,  he  may  ad\’ertise  for  business. 
Many  owners  of  property  can  be  made  to  dispose  of  it  at  auction.  It  is  the  business  of 
advertising  to  help  to  bring  business  as  well  as  to  sell  property  and  goods.  As  most 
auction  goods  arc  supposed  to  be  imperfect  or  cheap,  the  auctioneer  should  present 
proof  of  quality  whenever  he  can  do  so.  See  Departments,  “ Insurance,”  Real 
Estate.” 


Baking 

The  multiplicity  of  baker’s  goods  suggest  that  general  advertising  would  prove 
unprofitable,  and  that  each  article  of  food  had  better  be  advertised  by  itself  as  a 
specialty  in  order  that  it  may  win  the  attention  it  deserves.  An  advei'tisement  an- 
nouncing bread,  cake,  and  pastry  is  not  likely  to  assist  in  selling  much  of  any  of  them, 
but  the  advertisement  of  an  ordinary  muffin  will  sell  muffins  to  the  muffin  eater,  and 
will  make  muffin  eaters  whenever  it  is  possible.  Originate  some  catchy  name  as 
“ White  Cloud  Biscuit,”  “Sunrise  Johnny-Cake,”  “ Saturday  Brown  Bread,”  “ Grand- 
mother’s Gingerbread,”  “ Wheat  Gems,”  “ Red  Hot  Muffins,”  “ Snappy  Snaps,” 
“ Appetizing  Buns,”  “ Digestible  Cake,”  “ Health  Bread,”  “ Tea  Biscuits,”  “Evening 
Crackers.”  Occasionally  announce  the  purity  of  the  food,  and  use  such  expressions 
as  “Baked  Freshness,”  “Purity  Pie,”  “Cooked  Wholesomeness,”  “Lightness,” 
“Honest  Bread,”  “Cleanliness,”  “Home-Made  Bread,”  “Carefully  Made  Cake,” 
“The  Best  Bread  from  the  Best  Flour,”  “Well-Made  Eclairs.”  It  is  sometimes  a 
good  plan  to  give  a portion  of  the  articles  local  names.  Bakers  must  be  continuous 
advertisers  because  they  sell  their  goods  continuously.  They  have  seasonable  articles 
that  alwa3's  admit  of  extensive  advertising,  and  almost  any  article  can  be  made  to 
appear  seasonable.  Bright  advertising  will  not  help  to  sell  eatables  in  a dirt}'  store 
with  dirty  attendants.  The  salesgirls  need  not  be  handsome  but  they  must  be  cleanly. 
The  baker  should  announce  that  every  part  of  the  bakery  is  open  to  inspection  on 
certain  days,  or  better,  have  it  open  all  the  time.  White  caps,  white  aprons,  and 
clean  floors  cost  little,  and  they  add  much  to  appearances.  The  baker’s  advertisement 
should  never  be  less  than  four  inches,  and  often  it  will  pay  him  to  use  half  a column. 
See  Department,  “ Inner  IMan;”  and  Classification,  “ Confectionery.” 


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Banking 

See  Departments,  Banks  and  Bankers,”  “ Savings  Banks.” 


Banks,  National 

See  Departments,  “ Banks  and  Bankers,”  “ Savings  Banks.” 

Banks,  Savings 

See  Departments,  “ Banks  and  Bankers,”  “ Savings  Banks.” 

Barber  Shops 

The  barber  has  no  business  to  think  he  is  not  a business  man;  if  he  is  not,  he 
ought  to  be.  He  has  an  office  in  a business  block,  he  deals  with  business  men,  and 
he  is  not  much  more  a professionalist  than  is  the  seller  of  calico  or  the  dispenser  of 
pills.  The  local  newspaper  advertisement  is  the  best  for  him,  and  high-class  circulars 
and  other  printed  matter  can  be  used,  but  none  of  the  latter  should  be  distributed  un- 
less sealed  and  personally  addressed.  Even  if  he  is  a cheap  barber,  and  has  cheap 
custom,  he  has  no  business  to  use  cheap  methods  in  business  building.  His  advertise- 
ments need  not  be  full  of  cold-blooded  dignity,  for  he  can  be  humorous,  off-hand, 
and  even  sensational,  provided  he  does  not  rvm  into  vulgarity.  His  advertisement 
must  be  continuous,  and  in  a newspaper  space  of  not  less  than  two  inches.  There  is 
no  objection  to  the  use  of  such  expressions  as  “Gentle  Shaving,”  “You  Can  Sleep 
While  I Shave  You,”  “ I Never  Cut  Against  the  Grain,”  Artistic  Cutting,”  “ The 
Shave  of  Ease,”  “ I Know  How  to  Cut  Hair,”  “ Hair  Cutting  at  Cut  Prices,”  “ The 
Chaperone  of  Your  Head,”“  Harmonious  Hair  Cutting,”  “ Children  Love  My  Shop,” 
“ Deaf  and  Dumb  Operators,”  “ Work,  Not  Talk.”  It  is  obvious  that  the  barbers 
located  in  the  large  cities  cannot  use  the  local  newspapers  unless  the  shops  are  in 
some  commercial  centre  of  the  town.  Do  not  advertise  “John  Blank,  Hair  Cutter,” 
but  place  “ Hair  Cutter”  first. 

Bicycles 

See  Departments,  “ Bicycles,”  “ Recreation,”  “ Vehicles.” 

Blacksmithing 

Blacksmiths  are  generall}^  horseshoers  and  horseshoers  do  blacksmithing;  at  any 
rate  they  cater  to  the  same  class  of  trade  and  therefore  must  be  jointly  considered 
here.  They  are  not  and  cannot  be  extensive  advertisers,  yet  advertising  can  be  used 
profitably.  A continuous  two-inch  card  in  the  local  newspapers  ought  to  be  suffi- 


TRADES  SPECIFICALLY 


307 


cient.  Do  not  put  the  iirni  name  first  and  the  business  afterward.  Keep  chan<^ing  the 
advertisement.  Tell  the  people  that  you  know  how  to  put  on  a horseshoe,  and  the 
next  day  announce  that  your  shoeing  stays  shoed.  Let  the  public  understand  that 
the  repairing  done  does  not  need  to  be  re-repaired.  Build  up  a reputation  l<n'  doing 
work  that  lasts.  Do  coarse  work  well,  and  do  not  be  afraid  to  tell  the  people  that 
thoroughness  is  the  watchword,  for  everybody  is  watching  for  the  man  who  is  as  care- 
ful about  the  work  underneath  as  about  the  work  on  top.  Advertise  promptness.  It 
is  a good  plan  to  occasionally  Hash  before  the  public  eye  a line  like  “ What  You 
Want  When  You  Want  It.”  See  Classihcation,  “ Wheelwrighting.” 

Bonnets 

See  Classification,  “Millinery.” 

Books 

See  Departments,  “ Books,”  “ Printers;”  and  Classification,  “ Stationery.” 

Boots  and  Shoes 

See  Department,  “ Shoes.” 

Caps 

See  Department,  “ Hats.” 

Carpets 

See  Department,  “ Carpets.” 

Carriages 

See  Departments,  “ Bicycles,”  “ Recreation,”  “ Vehicles.” 

Catering 

The  caterer’s  advertising  needs  to  be  continuous,  and  it  must  prove  to  the  public 
that  the  engagement  of  the  caterer  saves  time,  annoyance,  and  money.  Compara- 
tively few  people  appreciate  the  advantage  and  the  inexpensiveness  of  employing  a 
professional  caterer.  The  caterer  should  advertise  that  he  is  prepared  to  take  entire 
charge  of  spreads  of  every  kind,  and  especially  should  he  announce  promptness  in  the 
execution  of  orders,  and  quality  in  the  viands  he  serves.  He  should  occasionally 
announce  the  saving  of  trouble,  and  say  that  the  caterer  assumes  all  the  responsibility, 
thus  relieving  the  customer  of  the  most  disagreeable  details  of  the  collation.  If  the 
caterer  is  a continuous  advertiser,  the  reporters  will  invariably  mention  his  name  in 
connection  with  a reception  or  gathering. 


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Cigars 

See  ClassiUcation,  “ Tobacco.” 

Clocks 

See  Department,  “Jewelry  and  Clocks.” 

Clothing,  Custom 

See  Departments,  “Clothing,”  “Hats,”  “Tailors;”  and  Classification,  “Gentle- 
men’s Furnishing  Goods.” 

Clothing,  Ready  Made 

See  Departments,  “Clothing,”  “Hats,”  “Tailors;”  and  Classification,  “Gentle- 
men’s Furnishing  Goods.” 

Coal 

See  Departments,  “ Fuel,”  “ Heating.” 

Coffee 

See  Department,  “ Inner  Man.” 

Confectionery 

Confectionery  is  sold  at  drug  stores  and  other  stores,  as  a regular,  or  as  an 
extra,  and  yet  the  confectionery  establishment  occupies  a position  of  its  own  and  will 
continue  to  do  so  as  long  as  there  is  sugar  and  folks  like  it.  Confectionery  is  sold  at 
every  season  of  the  year,  and  the  advertisement  of  it  should  be  continuous,  occupying 
a space  of  not  less  than  two  inches  in  the  local  newspaper,  the  space  to  be  frequently 
enlarged  as  occasion  may  require.  A reasonable  amount  of  printed  matter,  if  circu- 
lated carefully  and  addressed  to  individuals,  generally  pays  if  used  in  connection  with 
newspaper  advertising.  The  circular  must  be  neat  and  artistic.  The  following  head- 
ings are  presented  for  what  they  may  be  worth  in  the  construction  of  confectionery 
advertisements  : “ Sweetest  Sweets  for  Sweet  People,”  “ Sweetened  Purity,”  “ Deli- 
cious Chocolates,”  “ Only  Sugar,”  “ Safe  Candy,”  “ Old-Fashioned  IMolasses  Drops,” 
“The  Candy  She  Likes,”  “Dainty  Chips,”  “Digestible  Creams,”  “ Healthful  Tally,” 
“Sugared  Wholesomeness,”  “ Home-Made  Candy,”  “ Something  for  Her,”  “Take 
Her  a Box  of  Chocolates.”  Do  not  advertise  candy  in  genei'al.  The  term  “ conlcc- 
tionery  ” covers  a multitude  of  adulterations.  Use  local  names  for  the  confectionery. 
Advertise  one  kind  of  candy  one  day,  and  the  next  day  announce  some  other  kind. 
Have  molasses  days,  and  days  of  taffy.  Because  most  of  the  people  think  that  con- 
fectionery is  unwholesome,  both  with  and  without  reason,  it  is  necessary-  to  emphati- 
cally impress  upon  the  public  that  the  candy  is  pure,  if  it  is,  and  the  statement  should 


'r R A DES  S P l-:c  I F I C A L 


be  backed  with  all  the  jiroot' possible.  I'reshness  is  a cardinal  virtue,  and  cleanliness 
is  a coinniercial  necessity.  'Eell  the  truth  about  candy.  Do  not  adyertisc  sweets  for 
children  that  are  unadapted  to  youthful  dig’estion.  The  sick  customer  sickens  of  the 
store.  Better  sell  a half  pound  than  sell  a pound  and  gain  the  ill-will  (d'thc  customer. 
Convince  the  mothers  that  the  candy  sold  is  made  correctly  and  of  the  best  material. 
Cater  to  the  children.  Always  have  a smile  for  them.  Have  the  clerks  neatly 
dressed,  and  never  allow  any  one  with  unclean  hands  or  soiled  linen  to  handle  candy. 
The  old  conventional  way  of  making  candy  in  the  window  will  never  outlive  its 
attractiveness.  Open  the  workroom  for  public  inspection,  and  advertise  that  the 
public  IS  welcome.  Few  people  can  see  candy  made,  if  it  is  made  as  it  should  be, 
without  wanting  to  buy  it.  Do  not  put  a hundred  kinds  of  candy  in  the  window  at 
the  same  time,  and  confuse  the  taste  of  the  trazer.  Have  a chocolate  cream  window 
display  one  day,  then  one  of  molasses  candy,  then  build  a held  of  tahy,  then  show 
some  other  kind  of  candy.  Advertise  all  the  time,  and  more  extensively  during  the 
holiday  season.  Create  seasons  of  candy,  or  rather  candy  for  each  particular  season. 
Specialize,  — do  not  generalize,  — and  focus  the  taste  of  the  community  by  advertis- 
ing in  the  most  prohtable  direction.  See  Departments,  “ Druggists,”  “ Inner  Man;  ” 
and  Classiheation,  “ Bakers.” 

Crockery 

See  Department,  “ Crockery  and  Lamps." 


Cutlery 

See  Departments,  “Crockery  and  Lamps,”  “ Department  Stores;”  and  Classihea- 
tion, “ Hardware.” 

Dental 

The  dentist  is  a professional  man,  but  custom  seems  to  allow  him  to  depart  from 
the  strict  ethical  lines  so  closely  encircling  the  ph^'sician.  In  some  towns  sensational 
advertising  appears  to  be  justihable,  especially  if  the  dentist  caters  to  the  working 
classes.  There  is  nothing  poetical  about  the  work,  and  even  bombastic  methods  are 
prohtable,  especially  to  those  who  conhne  their  work  to  extracting.  The  high-class 
tamily  dentist  had  better  not  depart  from  the  high-grade  professional  st\  le  of  the 
physician,  but  while  his  advertising  can  be  more  extensive  and  somewhat  near  the 
commercial  manner,  sensationalism  must  not  be  attempted.  The  printed  matter  circu- 
lated by  the  dentist,  whether  he  gains  his  patients  from  society  or  from  the  ranks  of 
those  out  of  society,  should  be  of  the  highest  character  of  excellence  even  though  the 
expressions  contained  in  the  circular  border  upon  the  sensational.  The  ordinary 
dentist  will  find  it  profitable  to  occasionally  advertise  prices,  and  the  dentist  working 
for  the  poorer  classes  should  alwa3’S  give  prices  prominenth'.  The  following  specific 
headlines  are  presented  as  suggestions  to  the  dentist  reaching  the  under  side  of  the 


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middle  class,  and  some  of  them  may  be  profitably  used  by  every  operator  : “ Guar- 
anteed Qiiality,”  “ Natural  Artificial  Teeth,”  “ My  Fillings  Stay  In,”  “ High- Art  Fill- 
ing,” “Teeth  Pulled  Without  Your  Knowing  It,”  “ Painless  Methods,”  “ The  Easy 
Dental  Chair,”  “ Skillful  Operators,”  “ My  Work  Lasts,”  “ Difficult  Fillings  a Spe- 
cialty,” “ Teeth  Without  Plates,”  “ Low  Prices  for  High-Grade  Work”’  “ My  Work 
and  My  Price  Are  Right,”  “Look  at  Your  Children’s  Teeth,”  “ Treat  Your  Teeth 
Well,”  “ Expert  at  Filling.”  It  may  pay  to  circulate  books  on  the  care  of  the  teeth. 
Tell  the  people  what  a good  tooth  powder  is,  and  describe  the  powder  which  is  in- 
jurious. Give  general  advice,  and  suggest  frequent  examination.  No  matter  how 
sensational  he  may  be  in  his  method  of  advertising,  and  notwithstanding  the  fact 
that  he  caters  to  the  commonest  class,  of  people,  the  office  must  be  pleasant,  neat, 
and  particularly  attractive,  and  about  it  should  be  that  quiet  dignity  which  the  public 
expects  and  appreciates.  The  dentist  must  be  a gentleman,  and  although  the  build- 
ing may  be  covered  with  the  loudest  signs,  his  conduct  to  patients,  and  the  atmos- 
phere of  the  operating  room  should  be  of  a character  which  will  convince  the  patient 
that  he  is  a man  of  abilit}',  and  that  quality  is  the  first  consideration.  Flave  a few 
tropical  plants  about  the  reception  room,  and  a vase  of  flowers  near  the  operating 
chair.  The  surroundings,  and  the  little  comforts,  must  be  so  arranged  as  to  put  the 
patient  in  a comfortable  frame  of  mind,  and  to  alleviate  the  grinding  pain  of  the 
operation.  Never  have  a sensational  business  card,  no  matter  how  much  the  adver- 
tising may  depart  from  the  standards  of  professional  dignity.  The  local  newspapers 
should  be  used,  and  a continuous  card  of  from  two  inches  to  a half  a column  will  be 
found  profitable.  See  Classifications,  “ Art,”  “ Architects,”  “ Physicians.” 


Department  Stores 

See  Department,  “ Department  Stores.” 


Doctors 

See  Classification,  “ Physicians.” 

Drama 

See  Departments,  “ Drama,”  “ Music.” 

Dressmaking 

Tiierr  are  two  classes  of  dressmakers:  the  one  with  a regular  business  office,  and 
the  other  with  headquarters  at  home,  the  latter  going  out  by  the  day  and  using  her  front 
parlor,  or  some  other  room,  as  a sort  of  working  office.  The  day-by-day  and  home 
dressmaker  cannot  do  extensive  advertising  and  must  confine  it  to  the  classified  de- 
partments of  the  local  papers,  and  to  a reasonable  amount  of  high-class  printed 


^1' R M ) h:s  S P ICCl  in C A L L Y 


31  r 

matter.  She  liacl  betteradverti.se  some  speeialty,  one  or  two  at  a time,  instead  of  iisin^ 
tlie  plain  term  “dressmaker,”  and  it  will  pay  her  to  frecpiently  advertise  priees  unless 
she  eaters  to  very  fashionable  jieoplc.  The  business  dressmaker  is  a business  woman 
and  ean  advertise  as  extensively  as  can  a milliner  or  the  proprietor  of  a small  store. 
The  newspapers  are  the  best  mediums,  and  the  advertising  should  be  continuous 
and  from  two  to  four  inches,  to  be  largely  increased  preceding  and  during  the  season. 
It  is  better  to  change  the  advertisement  every  time.  Modest,  tasty,  and  nicely  worded 
announcements,  always  sent  personally  addressed  and  sealed,  will  bring  returns.  As 
the  dressmaker’s  work  is  conhned  to  women  she  should  depart  as  far  as  possible  in 
her  advertising  from  the  methods  used  for  reaching  men.  It  is  suggested  that  the  dress- 
maker contribute  her  services  to  the  local  press,  conducting  a department  of  dress- 
making, which,  although  not  calculated  to  bring  her  business,  gives  her  the  best  kind 
of  an  advertisement.  She  can  easily  become  the  local  authority  on  the  making  of  a 
dress,  including  the  selection  and  the  harmony  of  the  materials  used.  It  is  her  busi- 
ness to  create  as  well  as  to  manufacture.  In  these  days  of  artificial  style  and  of  French 
model  monstrosities,  the  dressmaker  of  simple  tastes,  who  drapes  with  common  sense, 
will  form  around  her  a profitable  clientage.  The  dressmaker  should  announce, 
modestly  of  course,  that  she  possesses  the  ability  to  harmonize  the  dress  to  the  woman, 
and  that  her  methods  do  not  demand  that  the  woman  be  fitted  to  the  dress.  She 
should  preach,  advertise,  and  practice  harmonious  costuming,  and  announce  her  ability 
to  adapt  current  styles  to  those  who  favor  her  with  patronage.  While  modesty  is  to 
be  practiced,  self-respect  must  not  be  sacrificed.  If  the  dressmaker  succeeds  there  is 
no  reason  why  the  people  should  not  know  of  it.  Sensationalism  is  never  justifiable, 
but  the  advertisement  of  facts,  and  the  printing  of  testimonials,  are  always  in  good 
taste  and  are  generally  profitable.  See  Classifications,  “ Milliners,”  “ Trimmings.” 


Drugs 

See  Department,  “ Druggists.” 

Dry  Goods 

See  Departments,  “ Department  Stores,”  “ Dry  Goods.” 

Electrical 

Under  this  classification  must  be  considered  the  scientific  electrician  and  the  man 
who  keeps  a regular  electrical  store.  The  electrician  is  a professional  man  in  every 
sense  and  must  consider  himself  a scientific  commodity.  His  advertising  should  be 
dignified  and  follow  the  style  of  that  of  the  physician  or  artist,  while  it  should,  at  the 
same  time  tend  towards  the  commercial  line.  Brains  cannot  be  advertised  like  a 
circus  horse  or  a spool  of  thread,  but  there  is  no  objection  to  using  commercial  terms 
or  to  progressiveness  in  scientific  announcements.  A moderate  amount  of  newspaper 


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space,  and  the  circulation  of  the  highest  grade  of  printed  matter  will  be  found  profit- 
able. The  electrician  had  better  not  advertise  promiscuously  nor  should  he  make  a 
general  bid  for  trade.  lie  should  announce  his  specialty  and  occasionally  print  testi- 
monials proving  his  ability.  The  eleetrical  store,  whether  or  not  it  has  connected 
with  it  an  expert  electrician,  can  reckon  itself  on  a par  with  the  hardware  establish- 
ment. The  newspaper  advertisement  should  be  constantly  changed,  and  should  never 
occupy  a space  less  than  two  inches  for  the  announcement  of  electrical  bells,  wiring, 
annunciators,  batteries,  and  other  specialties  and  regulars,  generally  one  at  a time. 
Headings  like  “General  Electrician,”  or  “Electrical  Goods,”  may  pass  unnoticed, 
while  the  advertisement  of  something  in  particular  may  gain  particular  attention.  The 
people  should  be  made  to  realize  the  convenience  of  electrical  contrivances,  and  the 
advertisement  should  further  convince  them  of  the  simplicity  and  economy  of  such  con- 
trivances. Too  much  cannot  well  be  said  about  the  inexpensiveness,  convenience,  and 
comparative  necessity  of  the  electric  light.  The  advertising  should  often  be  educa- 
tional. It  will  pay  to  circulate  booklets,  each  one  devoted  to  some  branch,  and  most 
of  them  of  a non-technical  character.  Practical  electricity  ought  to  be  extensively 
advertised,  and  the  public  made  to  understand  the  use  of  it.  See  Classifications, 
“ Hardware,”  “ Gas  Fitting.” 

Engraving 

The  wood  and  process  engraver  deals  almost  exclusively  with  business  houses, 
and  the  majority  of  his  customers  are  advertisers.  The  advertisement  must  be  cal- 
culated to  catch  the  63-6  of  the  business  man  and  to  convince  him  that  good  engra^  - 
ing  is  necessary  to  the  increase  of  his  business,  and  that  the  advertiser  is  well  pre- 
pared to  do  the  work.  It  is  often  advisable  to  specify  the  different  classes  of  engrav- 
ing as  “ Mechanical  Work,”  “ Out-Door  Illustrations,”  “ E3'e-Catching  Pictures  ” or 
any  other  class  that  the  engraver  is  especiall}^  proficient  in.  He  should  sometimes 
announce  prices.  Promptness  should  be  practiced  and  advertised.  Finely  executed 
specimens  of  work  must  be  distributed  but  never  unless  personall}’  addressed  and 
accompanied  by  a letter.  A liberal  amount  of  advertising  in  business  and  trade 
papers  and  a moderate  amount  in  newspapers  are  prohtable.  The  steel  and  copper 
engraver,  catering  to  business  and  also  to  social  work,  must  advertise  to  reach  both 
the  business  man  and  the  society  woman.  His  advertisement  should  appear  in  the 
high-class  business  and  social  publications,  and  should  announce  the  different  kinds 
of  work  he  does,  one  at  a time.  It  is  unnecessar}' to  further  discuss  these  matters 
here  as  a large  part  of  the  general  contents  of  the  book  is  directly  in  the  interest  ot 
engravers  and  their  customers.  See  Departments,  “ Lithograph}’,”  “ Printing;”  and 
Classification  “ Art.” 

Excursions 

See  Departments,  “ Excursion  Advertising,”  “ Railroads,”  “ Recreation,”  “ Water 
Transportation.” 


T \< A 1 ) l-:s  S 1 ’ICC 1 1 ' I C A LL Y 


3'3 


Expressing 


WiiKUii  there  is  eompetition  loeal  expresses  will  find  it  advisable  to  announce  some 
business  qualilications  like  “Sure  Connection,”  “ Promptness,”  “ Frecpient  Delivery,” 
“Caretul  I landling-,”  “ Rapidity.”  Express  companies  having  exclusive  control  of 
their  territory  can  advertise  in  the  same  way,  but  had  better  bear  more  heavily  on 
announcing  the  location  of  order  boxes;  and  it  is  obvious  that  all  local  express  com- 
panies will  find  it  necessaiy  to  continuously  print  information  concerning  the  loca- 
tion of  their  order  bo.xcs,  in  the  local  newspapers.  Sealed  and  personally  addressed 
cards  giving  location  of  boxes,  times  of  despatch  and  delivery,  rates,  and  other  infor- 
mation that  the  public  ought  to  possess  should  be  circulated.  Half  the  express  com- 
panies seem  to  believe  that  they  are  monopolies  and  that  the  public  will  be  obliged 
to  put  up  with  their  eccentricities.  The  express  company  is  the  servant  of  the  public 
and  is  paid  for  its  services,  and  if  it  treats  its  patrons  as  it  should,  many  a package  now 
going  by  mail  will  be  forwarded  by  express.  It  is  the  business  of  the  express  adver- 
tisement to  educate  the  public  up  to  an  appreciation  of  the  convenience,  speed,  and 
safety  offered  by  the  well-organized  transportation  company.  There  is  no  monopoly 
so  strong  that  advertising  cannot  help  it,  and  there  is  no  express  compan}-,  even 
though  it  is  the  only  one  in  town,  that  does  not  need  the  inertia  of  good  publicity. 
The  same  advertisement  should  not  be  run  all  the  time.  See  Departments,  “ Rail- 
roads,” “ Water  Transportation.” 


Goods 


Fancy  goods  are  really  a part  of  the  dry  goods  trade  and  are  here  considered 
separately  because  there  are  a few  stores  entirely  devoted  to  this  line.  The  number 
of  fancy  goods  is  legion.  There  are  so  many  of  them  that  it  does  not  pay  to  adver- 
tise them  collectively.  There  is  nothing  attractive  about  the  term  “ fancy  goods.” 
Select  one  or  two  articles  at  a time,  and  advertise  them  as  specialties.  As  all 
fancy  goods  are  not  necessities,  it  is  better  to  create  a taste  for  them  as  well  as  a direct 
demand  for  them.  The  newspaper  adv^ertisement  should  be  continuous,  covering 
from  six  inches  to  a full  column.  If  it  seems  advisable  to  advertise  many  articles  at 
the  same  time,  it  is  well  to  place  each  one  by  itself  under  a composite  heading,  the 
heading  representing  prices  or  conditions,  and  each  item  describing  the  article  it 
presents.  It  is  a good  plan  to  frequently  advertise  prices,  making  them  the  prominent 
part  ot  the  advertisement.  The  tone  of  the  advertisement  may  be  bold  and  even  sen- 
sational, and  it  may  also  be  literar}^  and  resthetic,  with  beautifully  turned  sentences. 
See  Departments,  “ Department  Stores,”  “ Dry  Goods;”  and  Classifications,  “ Five- 
Cent  Goods,”  “ Millinery,”  “ Trimmings.” 


Fire  Insurance 


See  Department,  “ Insurance.” 


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FOWLER’S  PUBLICITY 


Fish 

See  Department,  “ Inner  Man.” 

Fishing  Tackle 

See  Department,  Recreation.” 

Five-Cent  Goods 

Under  this  classification  must  be  discussed  the  advertising  of  all  goods  announced  at 
some  specific  price,  provided  that  price  does  not  exceed  a quarter  of  a dollar.  There  is 
nothing  dignified  about  five  and  ten-cent  articles  when  advertised  by  their  price,  for 
they  are  cheap,  or  supposed  to  be,  and  are  largely  purchased  by  the  under  side  of  the 
middle  class  of  people.  The  five-cent  store  is  a sort  of  side-show,  and  even  the  extreme 
of  the  circus  style  of  advertising  is  justifiable.  Set  all  the  canvas,  and  fairly  sail 
into  the  public.  The  limitless  variety  of  the  goods  admits  of  fresh  advertisements 
every  day.  Do  not  advertise  more  than  one  or  two  articles  at  a time,  unless  3'ou  are 
advertising  a sort  of  grab-bag  sale,  where  everything  is  bunched  up.  Advertise  one 
or  two  articles,  putting  the  price  in  the  largest  type  at  the  top  of  the  advertisement 
and  enumerating  the  articles  in  a sort  of  catalogue  form;  or  describe  a number  of 
articles,  each  by  itself,  and  each  separated  from  the  others  by  a rule  or  space.  The 
advertisement  should  frequently  be  used  as  a sort  of  bait,  and  not  alwaj's  for  the 
benefit  of  any  one  article.  Never  use  less  than  a four-inch  space  in  the  newspapers, 
and  occasionally  a two-column  advertisement  will  not  be  too  large.  If  the  fl}’er  ever 
does  pa}^,  it  will  pay  the  five-cent  store.  The  best  rule  to  follow  is  to  copy  the  ex- 
travagant style  of  the  most  extravagant  advertisers.  Appeal  to  the  economy  of  the 
people.  Force  folks  to  believe  that  certain  articles  at  five  or  ten  cents,  or  even  at  a 
quarter,  are  economical,  and  that  it  is  foolish  to  pay  high  prices  for  high-grade  goods, 
when  common  articles  answer  the  purpose.  Do  not  be  modest.  Do  not  be  afraid  to 
use  the  largest  type  and  the  strongest  adjeetives,  provided  the  statements  are  true. 
See  Departments,  “Department  Stores,”  “ Diy  Goods,”  “Crockery  and  Lamps;” 
and  Classifications,  “ Kitchen  Goods,”  “Tin,”  “Toj^s.” 


Floral 

Flowers  are  living  pictures  of  refinement.  They  should  never  be  advertised 
except  in  the  highest  grade,  clean-cut  style.  Their  beauty  and  their  Iragrance,  and 
the  good  cheer  they  give,  appeal  to  the  best  side  of  woman  and  man.  They  are 
home-brighteners,  and  educators  and  stimulators  of  all  that  is  good.  They  should  be 
advertised  in  a way  not  far  removed  from  that  used  b}’  those  who  announce  song 
books  and  musical  instruments.  Advertise  continuously,  increasing  the  size  of  the 
advertisement  during  the  selling  season.  Announce  one  ilower  at  a time.  Read 

o o 


T R A DIAS  S PlCCl  1 '1 C ALL  Y 


315 


the  socict}'  papers,  and  when  any  class  of  llowcr  becomes  the  fad,  advertise  it  exten- 
sively. Do  not  make  the  mistake  of  believing  that  all  llowcr  customers  are  well-to-do. 
Advertise  and  cater  to  the  common  working  classes,  as  well  as  to  the  rich.  Suggest 
that  dowers  are  the  best  presents  for  the  sick.  I^ct  the  advertising  cultivate  the  taste 
of  the  people,  so  that  they  will  want  the  llowers  the  seller  cultivates.  Never  use  less 
than  two  inches  in  the  local  papers,  and  frequently  a six  or  eight  inch  space.  High- 
class  printed  matter  can  be  made  prodtable,  but  promiscuous  circulation  of  cheap 
circulars  will  fail  to  bring  business.  Sec  to  it  that  the  report  of  every  wedding,  re- 
ception, or  banquet  gives  the  name  of  the  llorist,  if  the  doral  decorations  are 
worthy  of  notice.  Distribute  doral  literature.  Write  articles  on  dowers,  and  the  grow- 
ing of  them,  for  the  newspapers.  Keep  up  with  the  aesthetic  side  of  the  times,  and 
yet  do  not  forget  that  as  the  most  beautiful  dower  is  simple,  simplicity  in  advertising 
is  not  only  the  most  beautiful,  but  the  most  prodtable  way  of  encouraging  the  sale  of 
dowers. 


See  Department,  “ Inner  Man.” 


See  Department,  “ Inner  Man.” 


See  Department,  “ Fuel.” 


See  Department,  “ Heating.” 


Flour 


Fruit 


Fuel 


Furnaces 


Furniture,  Household 

See  Department,  Furniture.” 


Furniture,  Office 

See  Department,  “ Furniture.” 

Furs 

Furs  should  be  advertised  continuously,  notwithstanding  the  fact  that  they  have 
one  or  two  distinct  selling  seasons:  one  during  the  summer,  when  people  think  they 
can  buy  furs  cheaper;  and  one  preceding  the  winter,  when  folks  who  want  furs  must 
buy  them.  There  are  three  classes  of  fur  buyers.  The  drst  class  comprises  those 
women  who  buy  furs  because  they  are  considered  stylish,  and  who  buy  the  most  ex- 
pensive furs  irrespective  of  comfort  or  necessity.  The  fur  that  costs  the  most  is  the 


3i6 


FOWLER’S  PUBLICITY 


fur  they  want.  To  reach  this  class  of  people,  fur  advertisements  must  state  that  the 
goods  are  extremely^  expensive,  and  are  worn  only  by  the  wealthy^  If  the  price  seems 
to  be  really  exorbitant,  put  it  in  the  advertisement.  Most  of  these  customers  are  buy- 
ing cost,  not  furs.  The  second  class  of  fur  buyers  comprises  the  people  who  buv  furs 
because  they  want  them,  and  believe  that  they  are  economical  and  comfortable.  These 
people  can  be  reached  by  every  method  of  advertising,  — by  the  announcement  of 
price,  quality^  warmth,  appearance,  durabilit}’,  and  comfort.  The  third  class  of  fur 
buyers  is  not  far  removed  from  the  second  class,  and  comprises  those  who  wear  furs 
for  economy’s  sake,  because  they  think  that  a fur  gives  more  for  the  money',  — more 
warmth,  more  comfort,  and  more  style.  They  buy  furs  as  they  buy  necessities.  To 
reach  these  people  it  is  necessary'  to  advertise  economy  and  fur-longevity.  The  fur 
advertisement  can  be  both  specihc  and  general : if  the  former  it  should  be  devoted  to 
only  one  style  of  fur;  and  if  the  latter,  it  should  stimulate  the  sale  of  I’urs  in  general 
by  presenting  to  the  public  the  peculiar  advantages  of  fur-wearing.  It  is  seldom  wise 
to  advertise  several  furs  in  the  same  advertisement.  The  advertising  should  be  fre- 
quently educational.  Do  not  use  a fur  illustration  in  newspaper  advertising,  for 
it  will  not  show  the  st\’le  or  character  of  the  fur.  Issue  booklets  on  the  care  of  furs, 
and  weave  into  them  the  advantages  of  wearing  furs.  The  advertisement  in  the  local 
newspaper  should  never  be  less  than  two  inches,  and  frequently  it  had  better  occupy 
a quarter  of  a page.  Furs  may  be  advertised  as  bargains,  as  regulars,  and  as  specials. 
See  Departments,  ‘‘  Department  Stores,”  “ Diy  Goods,”  “ Hats.” 


Gas  and  Steam  Fitting 

Although  these  two  departments  of  mechanics  are  not  always  found  together, 
they  are  analogous  as  far  as  advertising  is  concerned.  The  advertisement  should 
never  be  less  than  two  or  three  inches,  and  seldom  more  than  six  inches.  Printed 
matter,  if  properly'  circulated,  will  pay',  but  newspaper  advertising  is  indispensable. 
Advertise  promptness.  Announce  that  the  shop  is  prepared  for  emergencies.  Give 
people  to  understand  that  when  a pipe  bursts  or  leaks,  a telephone  message  will  bring 
the  repairer  immediately.  Let  the  advertising  convince  the  public  that  when  it  is  fixed 
it  stay's  fixed.  People  imagine,  and  not  altogether  without  reason,  that  fitters  do  not  do 
their  work  properly,  and  overcharge.  The  one  great  thing  that  must  be  pounded  into 
the  public  is  that  the  fitter  is  honest  and  that  his  work  is  honestly  done.  The  public 
should  be  made  to  understand  that  when  a job  is  finished  it  is  finished.  Occasionally 
announce  that  workmen  arc  so  careful  and  skillful  that  they  do  not  damage  the  finest 
woodwork  or  the  carpets.  The  workmen  should  not  look  any'  dirtier  than  they  have  to. 
They  should  be  polite  to  the  customers.  The  work  should  be  arranged  so  that  they  will 
not  have  to  stand  around  waiting  for  the  boy  who  goes  after  something  they  have  inten- 
tionally forgotten.  Advertise  thatthc  workmen  are  always  on  time,  and  that  when  they 
start  to  work,  they'  work.  Do  not  let  them  leave  their  tools  about  the  house.  ITnclean 
work  can  be  cleanly'  executed.  Tell  people  how  to  tcmporaril}'  stop  a leak, and  then  tell 


'I'  R A 1 ) ES  S I • KC 1 1'  1 C A L L Y 


3^7 


them  where  to  line!  the  permanent  leak-stopper.  The  titter  is  really  a mcehanieal  cloetor, 
a sort  of  emerg’eney  man,  and  these  points  should  be  brought  out  strongly  in  the  adver- 
tisement. Present  the  people  with  addressed  postal  cards.  Furnish  every  telephone 
subseriber  with  a telephone  card  bearing  the  name  of  the  fitter  in  large  type,  d'he 
work  of  the  titter  is  always  in  demand,  and  the  advertisement  should  be  continuous. 
Frequently  advertise  by  modestly  inquiring  if  the  pipes  are  all  right,  and  by  suggest- 
ing that  it  might  be  economical  for  folks  to  have  the  apparatus  regularly  inspected. 
Announce  that  the  inspection  costs  nothing.  Sec  Department,  “ Heating;  ” and  Classi- 
fication, “ Plumbers.” 

Gentlemen’s  Furnishing  Goods 

The  dealer  should  not  foster  the  idea  that  because  he  sells  goods  exclusively  for 
the  use  of  men,  that  men  alone  control  the  sale  of  the  goods.  The  woman  is  a cus- 
tomer, indirectly  if  not  directly.  She  controls  nearly  everything  her  husband  and 
her  children  wear,  and  all  that  is  worn  by  every  member  of  the  household.  The 
necktie  must  suit  the  woman  as  well  as  the  man.  Ninety  per  cent,  of  all  the  stockings, 
shirts,  collars,  cuffs,  and  other  things  sold,  although  frequently  purchased  by  the  man 
himself,  is  bought  under  the  suggestion  of  the  woman.  Advertise  to  catch  the  man’s 
eye,  and  frequently  advertise  so  that  the  woman  will  read  the  advertisement.  The 
following  headlines  ma3'be  suggested.  “ Are  You  Out  of  Handkerchiefs  ? ” “ Does 

Your  Husband  Wear  a Shirt?”  ‘‘Don’t  Over-Darn  Stockings,  Bu^' New  Ones,” 
“Collars  of  Respectable  Standing,”  “ Cults  That  Last,”  “ Comfortable  Stockings,” 
“ Stockings  That  Fit,”  “ Non-Irritating  Underwear,”  “ High-Grade  Shirts  for  High- 
Grade  Gentlemen,”  “ The  Cast  Iron  Blouse,”  “Long  Wear  Underwear,”  “ Health 
Keeping  Underwear,”  “ Are  You  Warml^Wlothed  ? ” “ Skin  Comfort,”  “ Comfortable 
Undershirts,”  “ Stomach  Ache  Preventers,”  “ Long-Lasting  Gloves,”  “ The  Glove 
That  Fits,'”“  Hand-Warmers,”  “ Easy  Suspenders,”  “Comfortable  Suspenders,”  “ Stay- 
In  Collar  Buttons,”  “Collar-Keepers.”  Make  a special  sale  as  often  as  possible,  and 
prominently  announce  it.  Half  the  men  who  do  not  wear  garters  would  wear  them  if 
somebody  told  them  to.  The  average  man  does  not  know  what  he  wants,  and  advertis- 
ing must  inform  him.  Gentlemen’s  furnishing  goods  are  alwa}"s  in  demand,  and  alwa}’s 
must  be  advertised.  A six-inch  space  is  not  too  large,  and  it  generally  pays  better  to 
use  half  a column,  and  sometimes  a column.  If  printed  matter  is  sent  out,  it  must 
be  of  the  highest  grade.  Half  of  the  printed  matter  should  be  interesting  to  the  women, 
and  the  other  half  may  especiall}'  appeal  to  men.  ^ It  is  better  to  send  a circular  to  a 
man’s  house  than  to  a man’s  office.  Issue  booklets  of  suggestion  and  instruction, 
telling  people  what  the}^  had  better  wear  and  how  to  wear  it.  See  Departments, 
“ Clothing,”  “Department  Stores,”  “ Hats,”  “ Shoes,”  “ Tailors;”  and  Classifications, 
“ Fancy  Goods,”  “Gloves.” 

Glass 

See  Departments  “ Crockery  and  Lamps,”  “ Department  Stores.” 


FOWLER’S  PUBLICITY 


318 


Gloves 

This  classification  refers  exclusively  to  the  glove  store,  and  not  to  those  establish- 
ments selling  gloves  in  connection  with  other  articles.  Most  people  wear  gloves. 
Continuous  advertising  is  necessary,  although  it  may  be  advisable  to  cut  the  adver- 
tisement during  the  season  of  poor  trade.  Advertise  either  one  kind  of  glove,  or  one 
line  of  gloves.  Prices  should  generally  be  given,  unless  the  store  is  of  the  highest 
grade.  Never  use  less  than  three  inches  in  the  local  newspapers,  and  frequently  as 
much  as  half  a column.  Do  not  show  illustrations  of  gloves,  unless  they  are  printed 
upon  the  best  of  paper.  Announce  that  the  gloves  are  warranted,  are  durable,  are 
stylish,  are  comfortable,  and  any  other  favorable  condition.  Do  not  advertise  two- 
dollar  gloves  in  the  same  advertisement  with  a cheaper  grade.  Make  a specialty  of 
some  kind  of  glov'e,  and  advertise  it  extensively,  with  the  price  attached.  Announce 
“ Winter  Gloves,”  “ Summer  Gloves,”  “ Spring  Gloves,”  “ Fall  Gloves,”  “ Driving 
Gloves,”  “ Skating  Gloves,”  “ Warm  Gloves,”  ‘‘  Fleece  Lined  Gloves,”  “ Stylish 
Gloves,”  “Delicate  Shades,”  “ Gloves  That  Wear.”  A whole  advertisement  can  be 
given  to  announcing  a full-dress  glove,  and  also  to  an  undress  glove.  Advertise  gloves 
for  men,  and  tell  what  they  are,  then  advertise  gloves  for  women,  then  for  children. 
Announce  gloves  for  school  boys  and  for  school  girls,  and  for  eveiy  purpose.  See 
Departments,  “Clothing,”  “Department  Stores,”  “Dry  Goods,”  “ Hats,”  “Shoes,” 
“ Tailors ;”  and  Classifications,  “ Fancy  Goods,”  “ Gentlemen’s  Furnishing  Goods.” 

Grain 

Grain  is  here  considered  exclusively  as  feed  for  horses  and  cattle,  and  not  as  the 
kind  of  grain  put  up  for  family  consumption.  It  is  better  to  advertise  one  kind  of 
grain  at  a time  than  to  advertise  grain  in  general.  Announce  oats  one  day,  meal  the 
next,  corn  the  next,  and  so  on.  There  is  nothing  in  a regular  grain  advertisement 
which  will  suggest  that  the  keeper  of  a horse  or  other  animal  should  investigate  the 
condition  of  his  grain  bin.  The  advertisement  of  oats  may  make  the  oats  user  buy 
more  oats.  The  advertisement  of  corn  will  help  to  sell  corn.  Prices  count,  and  should 
generally  be  given.  Qiiality  is  a great  consideration,  and  should  be  the  burden  of  half 
the  advertising.  Make  the  advertisements  very  simple,  that  they  maybe  intelligible  to 
the  farm  hand  or  hostler,  who  is  frequently  the  buyer.  The  printing  of  statistics, 
giving  the  relative  nutriment  of  grains  and  kinds  of  feed,  will  go  a long  wa3’S  towards 
educating  the  animal  keeper  to  purchase  the  best,  which  ought  to  be  the  cheapest. 
Advertise  continuous!}^,  but  never  extensively,  the  advertisement  never  to  be  less 
than  two  or  three  inches  in  the  local  newspaper.  Booklets  on  animal  feeding  will 
stimulate  business  and  hold  trade.  It  is  better  to  confine  the  advertising  to  news- 
papers than  to  distribute  circulars.  See  Departments,  “ Inner  Man,”  “ Recreation;” 
and  Classification,  “ I lay.” 

Groceries 

See  Department,  “ Inner  Man.” 


TRADES  Sl’ECIl'lCALLY 


3^9 


Guns 

Sec  Department,  “ Recreation." 

Hardware  and  Cutlery 

Generai.  hardware  is  in  constant  demand,  while  building  hardware  is  required 
largely  only  during  the  building  season.  The  retail  store  is  in  a sense  the  wholesale 
establishment  lor  it  sells  the  bulk  of  the  hardware  to  local  builders,  and  in  quantities 
which  suggest  wholesale  prices.  The  dealer,  therefore,  is  obliged  to  advertise  in  two 
different  ways,  first  that  he  may  sell  articles  for  general  household  use,  like  odd  tools, 
nails,  tacks,  and  other  things  constantly  used  by  everybody;  second,  he  must  advertise 
to  reach  the  carpenter  and  builder,  and  these  latter  advertisements  must,  to  a large 
extent,  present  quality  and  price.  The  carpenter  or  builder  knows  pretty  nearly 
what  he  wants,  and  depends  upon  the  hardware  seller  to  furnish  the  quality  he 
desires,  at  the  most  reasonable  price.  A good  proportion  of  the  advertising  should 
be  addressed  to  the  consumer,  the  man  or  woman  of  the  house.  Announce 
“Household  Sets  of  Tools,”  “Handy  Hammers,”  “Family  Saws,”  or  any  other 
articles  of  household  necessity.  Comparatively  few  heads  of  families  appreciate  the 
necessity  and  convenience  of  a moderately  complete  set  of  tools  at  the  house  or  office. 
It  is  the  business  of  advertising  to  educate  the  people  into  being  equipped  with  the 
implements  of  constant  use.  Make  up  sets,  and  advertise  them  at  a low  price.  Sug- 
gest that  everybody  should  have  a sufficient  number  of  tacks  in  the  house.  There 
may  not  be  much  profit  in  a package  of  tacks,  but  it  pays  to  have  the  people  enter  the 
store,  and  the  tack  advertisement  may  bring  a profitable  customer.  Convince  the 
public  that  poor  tools  are  not  much  better  than  none,  and  that  cast  iron  hammers,  and 
soft  iron  saws  cost  three'  times  as  much  as  decent  tools.  Cutlery  is  for  the  woman, 
and  should  be  advertised  to  her  exclusively.  Do  not  advertise  scissors  and  knives 
and  forks  in  the  same  advertisement.  Have  a knife  and  fork  day  and  a day  of 
scissors.  Pick  out  each  time  some  one  article,  and  by  advertising  make  it  a 
specialty.  Razors,  and  some  pocket  knives,  are  exclusively  for  men,  but  with  these 
exceptions  the  trade  is  largely  with  women.  Sharpen  knives  and  scissors  for 
nothing  and  announce  it.  When  a knife  is  advertised,  tell  what  the  knife  is,  how 
well  it  will  cut  and  how  long  it  will  cut.  Perhaps  some  of  the  following  expres- 
sions can  be  used  to  advantage.  “ Forks  That  Don’t  Bend,”  “ Sensible  Scissors,” 
“ Keen-Edged  Knives,”  “ Long-Lasting  Shears,”  “ Ladies  Pocket  Knives,”  “ Easy 
Razors,”  “ Long-Life  Hammers,”  “ The  Axe  That  Cuts,”  “ Household  Nail  Box,” 
“ Tacks  That  Don’t  Lose  Their  Heads,”  “ The  Saw  That  Saws,”  “ The  Keep- 
Sharp  Saw,”  “ Household  Tool  Chest,”  “ Want  a Hammer.^  ” “ Out  of  Nails.?  ” “ No 
Scissors  in  the  House?”  The  advertisement  should  be  anywhere  from  two  to 
six  inches.  See  Department,  “Department  Stores;”  and  Classification,  “Kitchen 
Goods.” 


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Harness 

Men  buy  harnesses,  but  women  may  pick  them  out.  The  business  harness  need 
not  necessarily  suit  the  women,  but  the  carriage  harness  must  be  satisfactory  to  them. 
Advertise  in  the  local  paper  to  the  extent  of  from  two  to  six  inches,  and  continuously. 
Announce  “ Light  Harness,”  “ Strong  Harness,”  “ Durable  Harness,”  “ The  Harness 
That  Lasts,” ‘‘ The  Harness  That  Wears,”  “The  Harness  of  Style,”  “The  Harness 
the  Horse  Likes,”  “The  Gentleman’s  Harness,”  “Business  Harness,”  “Working 
Harness,”  “ Heav3'-Pull  Harness.”  If  the  harness  man  sells  the  highest  grade  of  har- 
ness, his  advertising  must  convince  the  public  that  strength  is  combined  with  light- 
ness, and  beauty  with  durability.  If  the  advertiser  runs  a repair  shop,  he  should 
announce  promptness,  and  state  that  the  harness  he  mends  stays  mended.  Ordinal*}- 
livers  are  likely  to  be  useless,  but  well-printed  circulars,  carefully  distributed,  will 
probably  pay.  See  Departments,  “ Recreation,”  “ Vehicles.” 

Hats  and  Caps 

See  Department,  “Hats.” 

Hay 

Hay  and  straw  have  their  seasons,  and  therefore  must  be  most  extensively  adver- 
tised preceding  and  during  selling  times.  It  will  pay  to  advertise  these  articles  con- 
tinuously, using  a two-inch  space  throughout  the  year,  increasing  it  to  four  or  more 
inches  occasionally.  Better  advertise  hay,  and  then  straw,  advertising  hay  three 
times  to  straw  once.  Announce  the  quality  of  hay  and  the  price.  If  some  particular 
hay  is  appreciated  locally,  advertise  it  extensively.  If  the  hay  is  free  from  sticks  and 
other  foreign  substances,  give  people  to  understand  that  the  hay  is  all  hay,  clean  hay, 
and  dustless  hay.  Occasionally  advertise  full  weight  and  prompt  delivery.  Adver- 
tise quality  more  extensively  than  anything  else.  See  Departments,  “Fuel,”  “ Recrea- 
tion;” and  Classification,  “Grain.” 

Heating,  Hot  Water 

See  Department,  “ Heating.” 

Heating,  Steam 

See  Department,  “ Heating.” 

Horseshoeing 

See  Classification,  “ Blacksmiths.” 

Hotels,  Beach 

See  Department,  “ Hotels.” 


K A 1 ) MS  S PICC I in  C A L L Y 


321 


Hotels,  City 

See  Department,  “ Hotels.” 

Hotels,  Country 

See  Department,  “ Hotels.” 

Hotels,  Mountain 

See  Department,  “Hotels.” 

Inner  Man 

See  Department,  “ Inner  Man.” 

Insurance,  Accident 

See  Department,  “ Insurance.” 

Insurance,  Fire 

See  Department,  “ Insurance.” 

Insurance,  Life 

See  Department,  “ Insurance.” 

Jewelry 

See  Department,  “Jewelry  and  Clocks.” 


Kitchen  Goods 

The  term  “ Kitchen  Goods  ” covers  so  many  articles  of  trade  that  it  is  difficult  to 
frame  general  suggestions  under  this  classification.  In  considering  this  line  the  writer 
refers  to  tinware,  cooking  crockery,  wooden  articles  for  the  kitchen,  flatirons,  and 
other  portable  articles  used  exclusively  in  kitchen  and  cooking  work.  These  articles 
are  necessities,  are  purchased  at  all  seasons  of  the  year,  and  must  be  advertised  con- 
tinuously to  the  extent  of  from  two  to  six  inches  in  the  local  newspapers,  and  the  space 
increased  occasionally.  It  will  pay  to  have  exhibitions  of  some  of  the  goods  in  the 
store  window,  and  to  announce  them  in  the  newspapers.  Do  not  advertise  kitchen 
goods.  Always  present  some  one  article  with  or  without  illustrations,  and  with  its 
principal  advantages.  Frequently  advertise  some  novelty,  even  though  there  may  be 
little  profit  in  the  sale  of  it,  for  the  advertisement  will  bring  people  to  the  store  and 
gather  trade  for  the  other  articles  sold.  Issue  booklets  on  the  making  of  coffee,  or 


322 


FOWLER’S  PUBLICITY 


of  anything  else  used  in  conneetion  with  tlie  artieles  sold.  Devote  the  advertising 
exelusively  to  the  housewife.  Do  not  allow  the  advertisements  to  go  above  the  eus- 
tomer,  and  remember  that  the  majority  of  buyers  are  from  the  common  people  or  the 
servants  of  the  upper  class.  See  Departments,  “ Crockery  and  Lamps,”  “ Depart- 
ment Stores;  ” and  Classifications,  “ Hardware  and  Cutlery,”  “ Tinsmiths.” 


See  Department,  “ Crockery  and  Lamps.” 


Laundries 


Laundry  work  is  continuous,  although  at  certain  seasons  there  may  be  an  extra 
amount  of  curtain  and  other  special  laundering.  Prices  should  generally  be  given. 
Emphatically  announce  the  quality  of  the  work.  Advertise  promptness  and  free  and 
quick  delivery.  If  satisfaction  is  guaranteed,  advertise  it.  The  advertisement  should 
be  from  two  to  six  inches  in  the  local  newspapers,  and  printed  matter  in  the  form  of 
nicely  printed  circulars  or  invitations  will  be  well  received  and  be  likely  to  stimulate 


business.  The  following  headings  are  suggested:  On  Time  Washing,”  “ Qiiick 

Laundry,”  “ Your  Collars  When  You  Want  Them,”  ‘‘  Qiiick  Work,”  “ Cleanliness  Is 
Our  Policy,”  We  Don’t  Wear  Out  Your  Clothes,”  “ Guaranteed  Laundr}’,”  Hand 
Work,”  “The  Careful  Laundry.”  See  Classification,  “Gentlemen’s  Furnishing 


Goods.” 


Law 


Unless  the  lawyer  is  a sensationalist,  a divorce  lawyer,  a patent  solicitor,  or  one 
who  caters  to  the  cheapest  class  of  transient  custom,  he  cannot  advertise  other  than 
along  the  same  ethical  lines  permissible  to  the  physician,  the  artist,  and  the  architect. 
In  the  smaller  cities  and  in  the  small  towns  it  is  not  considered  bad  taste  to  run  a one, 
two,  or  three  inch  card  in  the  local  papers.  This  card  may  not  assist  in  bringing 
business,  but  the  courtesy  of  it  is  appreciated  by  the  local  editor,  who  is  likely  to 
reciprocate  by  mentioning  the  lawyer  and  his  cases,  when  he  can  do  so  consistent!}’. 
The  lawyer’s  stationery  must  be  in  the  extreme  of  neatness,  and  confined  to  profes- 
sional quality.  The  lawyer  should  see  to  it  that  his  cases  are  well  reported,  and 
should  assist  the  reporters  in  writing  their  reports.  The  lawyer,  unless  he  is  a 
sensationalist,  cannot  properly  use  circulars  or  other  printed  matter,  except  in  very 
exceptional  cases.  If  some  question  of  law  is  creating  local  interest,  the  lawyer  can 
easily  arrange  to  be  interviewed  by  the  local  press,  and  his  professional  opinion 
printed.  If  no  reporter  comes  to  him,  he  can,  without  ofiending  the  profession,  send 
a dignified  communication  to  the  local  papers,  giving  his  legal  opinion  on  the  matter 
in  question.  This  will  give  him  the  best  of  high-grade  publicity.  Sec  Classifications, 
“Architecture,”  “Art,”  “ Dental,”  “ Physicians,” 


TRADES  S 1 ’ICC 1 1 ' I C AL L Y 


323 


Life  Insurance 

Sec  Department,  “ Insuranee.” 


Lumber 

The  retail  lumber  dealer  finds  his  patrons  closely  confined  to  the  carpenters  and 
builders,  and  therefore  is  obliged  to  limit  his  advertising  to  methods  somewhat  removed 
from  general  publicity.  The  number  of  his  customers  is  limited,  and  so  must  be  his  ad- 
vertising. The  advertising  should  be  of  a special  character,  each  advertisement  either 
announcing  some  one  class  of  lumber,  or  presenting  some  argument  in  favor  of  his 
special  business  advantages,  as  reliabilit}’,  quality,  promptness,  variety,  and  conve- 
nience. The  kiln-dried  quality  of  lumber,  its  freedom  from  imperfection,  and  other 
technical  qualities,  furnish  points  of  advertising  vantage.  Lumber  honesty  can  be 
made  an  important  factor.  If  there  is  a demand  for  odd  boards  and  small  orders  it 
may  be  well  to  occasionally  advertise  directly  to  the  consumer  instead  of  to  the 
carpenter  and  builder,  but  the  bulk  of  the  advertising  naturally  must  be  arranged  to 
reach  the  regular  and  large  buver.  See  Department,  Fuel ; ” and  Classitications, 
“ Masonry,”  “ Marble  and  Stone.” 


Marble  and  Stone 

Retailers  and  cutters  of  marble  and  stone  have  a better  opportunity  for  general  and 
local  advertising  than  have  lumber  dealers,  for  their  commodities  are  frequently  sold 
to  the  consumer  as  well  as  to  the  builder.  It  is  advisable  to  carry  a continuous  card 
of  three  to  four  inches  in  the  local  newspaper,  and  to  distribute,  under  seal  and  person- 
ally addressed,  circulars  and  illustrated  catalogues.  The  advertising  suggests  to  the 
local  editor  a reason  for  mention  of  all  artistic  designs  in  cutting  and  in  monumental 
work.  The  advertisement  should  be  changed  as  often  as  possible,  although  it  may  not 
be  convenient  to  do  so  every  issue.  Public  monuments,  tombstones,  and  fresh  fronts 
for  old  buildings  are  legitimate  specialties  for  advertising.  It  pays  to  advertise,  and 
sometimes  quite  extensively,  the  specialties  of  the  business  which  apply  to  home  and 
business  buildings.  The  illustration  of  any  monument  or  other  article  in  stone  or 
marble  should  be  as  realistic  as  possible,  printed  upon  the  finest  paper,  and  the  general 
execution  of  the  pamphlet  or  circular  must  be  dignified  and  artistic.  Frivolity  and 
humorous  brightness  are  never  permissible  in  marble  or  stone  advertising.  The 
advertising  should  be  continuous,  and  the  space  should  be  doubled  before  and  during 
season.  See  Department,  “ Fuel;”  and  Classifications,  “ Lumber,”  “ Masonry.” 


Markets 

See  Department,  “ Inner  Man.” 


3^4 


FOWLER’S  PUBLICITY 


Masonry 

Masons  should  advertise  continuously,  although  in  some  towns  it  might  be  advisa- 
ble to  limit  the  advertising  to  half  the  year,  running  it  in  periods  of  two  or  three 
mouths,  but  continuity  is  advised.  Advertise  to  the  extent  of  two  or  more  inches  in 
the  local  papers,  and  change  the  advertisement  as  often  as  possible.  Announce  re- 
pairing and  promptness  and  quality  of  workmanship.  The  local  newspapers  will 
gladly  mention  any  large  contracts  as  news,  provided  the  contractor  is  an  advertiser, 
and  it  will  pay  the  mason  to  furnish  building  information  to  the  local  departments  of 
the  newspapers.  See  Department,  “ Fuel ; ” and  Classifications,  “ Lumber,”  “ Marble 
and  Stone.” 

Men’s  Outfitting 

See  Departments,  ‘‘Department  Stores,”  “ Hats,”  “ Shoes;”  and  Classifications, 
“ Gentlemen’s  Furnishing  Goods,”  “’Gloves.” 

Milk 

See  Department,  “ Inner  IMan.” 

Millinery 

Good  taste  is  the  foundation  of  all  good  millinery.  In  the  creative  ability,  artistic 
adaptability,  and  polite  salesmanship  of  the  milliner  is  his  profit.  The  milliner  must 
be  an  artist  or  a patron  of  art,  for  his  profession  is  founded  upon  art,  harmony,  and 
that  balance  of  combination  which  makes  style  and  fits  style  to  style.  The  milliner’s 
advertisement  must  not  be  sensational  unless  it  announces  a clearance  sale  or  an  un- 
usual reduction  of  prices.  The  advertisement  must  always  appear  in  the  local  papers, 
because  women  buy  millinery  between  seasons  as  well  as  in  seasons.  The  space  ought 
not  to  be  less  than  three  inches,  and  occasionally  a half  column  or  a column  maybe 
used  to  advantage.  Modesty  is  essential,  because  art  is  always  modest.  The  milliner’s 
printed  matter  must  be  of  the  highest  grade,  even  though  the  trade  may  be  of  low 
grade.  The  best  of  paper,  type,  and  ink  should  be  used,  and  the  distribution  must  be 
careful  and  thorough.  The  milliner  has  no  right  to  use  handbills  or  fiyers  except  in 
clearance  sales,  and  even  then  he  had  better  put  the  handbill  money  into  the  news- 
papers. Openings  demand  extensive  advertising,  and  should  have  it.  It  is  usually 
advisable  to  announce  one  kind  of  hat,  bonnet,  or  other  article  at  a time,  in  prefer- 
ence to  a combination  advertisement,  but  an  opening  advertisement  may  be  com- 
posite. Some  of  the  following  headings  may  have  merit:  “The  Hat  of  Style,”  “The 
Artistic  Bonnet,”  “ Don’t  Fit  Your  Bonnet,  Let  Your  Bonnet  Fit  You,”  “■  Harmony’s 
Headgear,”  “ Style  of  Freshness,”  “ Something  New  in  Bonnets,”  “ Original  Hats,” 
“Artistic  Simplicity,”  “The  Hat  That  Becomes  You  Costs  No  More  Than  the  Hat 
That  Doesn’t.”  “Your  Bonnet  Is  Here,”  “ ’Tis  Not  the  Hat  That  Makes  the 


T R A 1 ) ICS  SI ’KC I F I C ALT. Y 


325 


W'oniiin,  But  Oh  How  It  llcljis.”  “Huts  M'riinmcd  to  Meet  A^our  Style,” ‘Hlat- 
Fitters,”“  Artists  iu  Bonnets,”  “ Opera  Delights,”  Kxcpiisite  Combinations,”  “ Hand- 
some Hats.”  Engraved  work  is  in  much  better  taste  than  ordinary  letter-press  print- 
ing, but  new  type  upon  good  paper  is  much  better  than  jK)or  engra\  ing.  Do  not 
always  say  “The  pleasure  of  3’onr  company  is  recpiested.”  Do  not  be  over-original, 
but  use  sensible  originality.  Even  such  expressions  as  You  are  cordially  invited,” 
“We  desire  your  company,”  “ AVe  want  }'ou  to  be  with  us,”  “ We  will  feel  honored 
bv  your  presence,”  ha^■c  the  strength  of  unconvcntionality,  and  are  so  simple  in  their 
truthfulness  that  the  receiver  feels  that  she  is  really  wanted.  See  Departments, 
“Department  Stores,”  “ Dry  Goods,”  “Hats;”  and  Classifications,  “Dressmakers,” 
“Fancy  Goods,”  “Gloves,”  “Trimmings.” 

Alodistes 

See  Classification,  “ Dressmakers.” 

Music 

See  Departments,  “ IMusic,”  “ Drama.” 

Nurseries 

The  local  nurseiyman  can  increase  his  trade  by  rightly  assuming  that  every  one 
should  be  interested  in  the  cultivation  of  fruit  and  that  advertising  can  educate  the 
unthinking  into  a firm  belief  that  fruit  trees  are  necessary  to  enjoyable  living.  The 
majority  of  people  do  not  appreciate  the  inexpensiveness  and  advantage  of  possessing 
a few  fruit  trees.  The  advertisements  should  be  from  two  to  four  inches  preceding 
and  during  season,  and  it  is  well  to  have  a part  of  the  advertising  announce  a booklet 
of  instruction  and  argument.  The  advertising  need  not  be  continuous,  but  it  should 
precede  the  season,  as  well  as  appear  during  season.  Do  not  advertise  more  than 
one  kind  of  tree  at  the  same  time.  People  want  apple  trees  more  than  they  want 
apple  and  pear  trees,  and  pear  trees  more  than  they  want  pear  and  apple  trees,  and  it 
is  profitable  to  focus  their  desires.  Occasionally  tell  people  how  easy  it  is  to  plant 
and  transplant.  See  Classifications,  “ Agricultural  Implements,”  “ Florists.” 


Oil  Stoves 

See  Departments,  “ Fuel,”  “ Heating.” 

Optical 

The  optician  is  a professional-business  man,  and  while  it  is  permitted  him  to 
advertise  his  wares  as  general  commodities,  he  had  better  confine  himself,  at  least  to 


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FOWLER’S  PUBLICITY 


a certain  extent,  to  a sort  of  compromise  between  the  ethical  and  commercial  styles, 
lie  should  advertise  in  the  local  papers  to  the  amount  of  from  two  to  six  inches,  and 
continuously.  He  can  advantageously  distribute  booklets  on  the  care  of  the  eyes, 
and  can  advertise  the  necessity  of  the  glasses  fitting  the  peculiarities  of  each  wearer. 
The  success  of  his  business  depends  upon  his  honesty  and  his  ability  to  satisfy.  If  he 
is  not  an  oculist,  he  had  better  not  pretend  to  be,  and  should  recommend  examination 
by  an  oculist,  whenever  the  patient’s  eye  appears  to  be  complicated.  It  is  his  busi- 
ness to  make  and  to  sell  and  to  test  and  to  examine,  but  not  to  give  advice  when  the 
opinion  of  the  trained  specialist  is  essential.  One  pair  of  glasses  which  do  not  fit  will 
drive  away  more  trade  than  ten  pairs  of  glasses  which  do  fit  will  bring.  The  follow- 
ing lines  are  suggested;  ‘‘How  Are  Your  Eyes?”  “Do  You  See  Well  ?”“  Docs 
the  Light  Blind  You?”  “Can  You  Read  Easily?”  “Easy  Reading  Glasses,”  “Special 
Spectacles,”  “ Gratuitous  E3’e  Advice,”  “ Spectacles  of  Comfort,”  “ The  Glasses  That 
Fit,”  “Eyes  Tested  Free,”  “ Long-Distance  Opera  Glasses,”  “Perfect  Field  Glasses,” 
“Clear  Glasses.”  Announce  repairing  and  promptness.  Prices  can  be  mentioned, 
but  it  is  not  always  best  to  assume  that  the  price  is  a consideration.  See  Department, 
“Jewelry;  ” and  Classifications,  “ Architecture,”  “ Art,”  “ Law,”  “ Physicians.” 

Organs 

See  Department,  “ Music.” 

Paint 

The  paint  dealer  should  advertise  to  reach  the  painter  and  also  the  housekeeper, 
for  an  immense  trade  can  be  built  up  in  ready-mixed  paints  and  in  brushes.  There 
should  be  a can  of  paint,  a bottle  of  varnish,  some  furniture  polish,  and  a few  brushes 
in  every  house,  and  advertising  can  be  made  to  assist  in  putting  them  there.  Some 
of  the  following  headings  may  be  used  to  advantage:  “Rub  Out  That  Scratch,”  “Is 
Your  Furniture  Marked?”  “Paint  Your  Shelves,”  “Paint  for  Home  Painters,” 
“ Now  Is  the  Time  to  Paint,”  “ A Little  Varnish  Covers  a IMultitude  of  Scratches,” 
“ Furniture  Renewed  for  Ten  Cents.”  Advertise  continuously  for  the  home  trade,  and 
through  the  season  for  the  painter’s  trade.  Invent  some  name  for  the  household  paint 
or  varnish  and  advertise  it  extensively.  Do  not  advertise  several  kinds  of  paint  in 
one  advertisement.  Make  each  advertisement  distinct.  Announce  some  excellent 
iloor  dressing.  Tell  the  people  that  a common  pine  floor  painted  and  varnished  is 
more  cleanl}’ than  a floor  carpeted.  Distribute  booklets  on  how  to  paint  and  on  how 
to  take  care  of  furniture.  The  advertisements  should  be  from  two  to  six  inches,  and 
changed  as  often  as  possible.  See  Classifications,  “ Hardware,”  “ Painting.” 

Painting 

Painters  should  advertise  moderately  all  the  time,  and  it  is  best  for  them  to 
double  their  advertising  preceding  and  during  the  painting  season.  Perhaps  some  ot 


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327 


the  following  catch  lines  may  be  Ibiincl  prolitable:  “These  Arc  Painting  Days,” 
“ Does  Your  House  Need  l^ainting?”  “ Paint  Your  House  Now,”  “ How  Shabby  Your 
House  IBooks,”  “ Brighten  the  Outside,”  “ Let  Me  Paint  A^our  Barn,”  “ Don’t  A^cni 
Think  Your  Woodwork  Needs  Painting?”  “It’s  Economical  to  Paint,”  “ It  Does 
Not  Pay  to  Let  the  Paint  Wear  Off.”  The  advertisement  should  not  be  less  than 
two  inches.  See  Classilications,  “ Hardware,”  “ Painting.” 

Paper-Hanging 

There  are  seasons  for  papering,  and  yet  people  paper  all  the  time.  The  advertis- 
ing must  be  continuous,  and  of  from  four  to  eight  inches,  with  occasionally  a column 
ad\’ertisemcnt.  Advertise  chamber  paper,  dining-room  paper,  parlor  paper,  hall  paper, 
office  paper,  kitchen  paper,  bath-room  paper,  waterproof  paper,  any  ^other  sort  of 
paper,  one  kind  at  a time.  Do  not  have  a conglomerate  advertisement,  that  is,  one  an- 
nouncing many  kinds  of  paper;  but  it  will  be  profitable  to  have  half  of  the  advertisement 
argue  in  favor  of  fresh  papering,  without  necessarily  mentioning  any  class.  The  adver- 
tisements can  be  educational  and  give  advice,  and  can  furnish  estimates  of  cost.  Some 
of  the  following  headings  may  be  worth  using:  “ I Make  Your  Old  Room  Look  Like 
a New  Room,”  “ Home  Brightening  Paper,”  “ Bright  Paper  for  Bright  People,” 
“Pretty  Paper,”  “Artistic  Papering,”  “Harmonious  Designs,”  “Dignified  Paper,” 
“Cheerful  Paper,”  “There’s  Nothing  Like  Paper,”  “The  Well-Papered  Room  Is  a 
Constant  Jo}’,”  “ Paper-Fitters,”  “ Artists  in  Papering,”  “ Modern  Paper  for  Modern 
Houses,”  “ The  Day  of  Papering  Is  at  Hand.”  Announce  prices  and  state  that  esti- 
mates are  furnished  free.  You  should  give  people  to  understand  that  you  know  how 
to  paper  a house  so  that  there  will  be  harmonious  variety.  Issue  a booklet  on  paper- 
ing. Few  people  appreciate  how  much  well-selected  paper  will  do  for  the  home. 
Create  a demand  for  office  paper.  It  is  the  business  of  advertising  to  stimulate  art 
in  wall  paper  and  to  convince  everybody  that  a well-papered  house,  even  though  in- 
expensively papered,  is  much  more  charming  than  white  or  painted  walls.  Unless 
the  store  caters  to  a very  high  grade  of  custom,  it  is  well  to  have  bargain  days  and 
job  lot  sales,  both  to  be  advertised  extensively.  Announce  new  designs  and  urge 
people  to  inspect  them.  Have  wall  paper  exhibits.  It  may  not  pay  to  advertise 
simpl}’,  “John  Blank,  Paper  Hanger,”  for  the  term  “ paper  hanger”  is  altogether  too 
general,  and  does  not  create  interest.  Occasionally  it  may  be  well  to  use  headlines 
like  the  following:  “ Oh  Tear  That  Shabby  Paper  Down,”  “Are  You  Ashamed  of 
Your  Walls  ?”  “Your  Walls  Cry  for  Covering,”  “Freshen  the  Room  with  Fresh 
Paper.” 

Photography 

The  photographer  is  a continuous  advertiser  because  his  business,  although  some- 
what subject  to  the  fluctuations  of  the  season,  continues  to  a moderate  extent  through- 
out the  dull  times.  The  advertisement  should  never  be  less  than  two  inches,  and 


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occasionally  a half  column  or  more  will  be  found  to  be  profitable  during  the  busy 
season.  There  is  no  real  necessity  for  business  being  extremely  dvdl  at  any  time  in 
any  enterprising  galleiy,  for  the  photographer  can  force  people  to  have  their  pietures 
taken  when  general  business  appears  to  be  slack.  There  is  no  objection  to  using  the 
word  “ photographer”  in  the  advertisement,  but  it  is  better  to  give  the  advertisement 
the  benefit  of  a special  ofier;  or  it  may  present  some  partieular  class  of  photography. 
Advertise  ehildren’s  pietures  one  day,  and  state  that  the  proeess  is  instantaneous, 
and  that  the  operator  can  catch  even  the  fleeting  smile  of  a child.  It  is  well  to  ad- 
vertise the  taking  of  group  pictures  as  a specialty,  and  to  allow  advertising  to  stimu- 
late a demand  for  pietures  taken  in  costume.  The  photographer  should  be  an  artist 
as  well  as  a photographer,  and  should  be  able, — 'and  advertise  it,  — to  pose  people  so 
that  they  will  appear  to  the  best  possible  advantage.  Sometimes  it  is  advisable  to 
make  up  an  odd-size  picture,  a little  wider  or  a little  narrower  than  usual,  give  it 
some  name,  and  advertise  it  under  that  title.  Any  new  finish  can  be  profitably  ad- 
vertised. Prices  should  be  given  unless  the  photographer  caters  only  to  the  highest 
grade  of  people.  The  discount  ticket  idea  is  as  old  as  the  camera,  but  so  long  as 
people  expect  it,  and  the  photographer  is  in  a position  to  give  it,  the  circulation  of 
coupons  may  be  profitable.  They  shoidd  be  handsomely  printed  and  have  a sort 
of  official  bond  appearance.  The  photographing  of  celebrities  of  good  reputation  is 
a matter  of  news,  and  the  newspapers  will  so  consider  it.  The  editors  are  generally 
willing  to  mention  the  photographing  of  a group,  particularly  if  there  are  several 
generations  in  it.  Good  printed  matter  will  pay  if  not  promiscuousl}'  distributed. 
Sensational  methods  may  be  profitable,  but  the  leaning  should  be  rather  the  other 
way.  Perhaps  the  following  headings  will  help  to  bring  trade : Cross  Babies  Taken,” 
“ Instantaneous  Photograph}^,”  “■  Qiiick  Pictures,”  “ Artistic  Pictures,”  Flattering 
Portraits,”  “ Life-Like  Pictures,”  “Art  in  Photography,”  “I  Know  I low  to  Photo- 
graph,” “ Satisfactory  Pictures,”  “ Practical  Photography,”  “ Natural  Group  Taking,” 
“ Iligh-Art  Photography,”  “ Have  You  a Photograph?  ” “ He  Wants  Your  Picture,” 
“ She  Wants  Your  Picture,”  “ Now  Is  the  Time  to  Be  Photographed,”  “ Have  You  a 
Picture?”  “Never  Be  Pictureless,”  “I  Take  You  for  Yourself,”  “ Your  Photog- 
rapher,” “Exquisite  Portraits,”  “Beautiful  Photographs.” 


Physicians 

The  regular  practitioner  is  debarred  from  any  except  the  most  dignified  and  modest 
methods  of  publicit}'.  If  he  advertises  at  all  he  must  keep  himself  strictly  within 
ethical  lines,  and  never  descend  to  the  sensational  nor  e\’en  to  the  level  of  what  is 
considered  perfectly  proper  advertising  for  dentists  or  other  professional  men.  The 
physician  is  supposed  to  be  above  the  necessity  of  regular  advertising,  and  to  obtain 
his  practice  by  quiet  personal  publicity  confined  to  the  words  of  his  friends  and 
patients.  There  may  be  no  real  reason  why  the  good  physician  should  not  as  exten- 
sively advertise  his  skill  as  the  auctioneer  proclaims  his  selling  ability,  but  so  long  as 


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329 


around  the  jirofossion  is  drawn  the  circle  of  conservative  professionalism,  so  long 
must  he  rcl'use  to  use  man}'  of  tlie  legitimate  methods  of  good  advertising.  1it  smaller 
cities,  and  in  towns,  the  physician  can,  with  good  taste,  publish  a small  card  in  the 
local  ]>apers  stating  that  he  is  a jdiysieian,  and  in  it  give  his  oll'iee  hours;  and  in  some 
c.\cei')tional  eases  he  ma}’  mention  his  specialty.  A friendship  with  the  local  editors 
will  give  the  good  doctor  splendid  opportunity  to  keep  his  name  and  mention  of  his 
skill  before  the  public,  for  the  newspapers  seldom  fail  to  chronicle  a diflieult  opera- 
tion, or  to  mention  the  name  of  the  doctor  attending  some  prominent  individual.  The 
physician  can,  without  outraging  professional  ethics,  print  over  his  own  name  in  the 
local  papers  general  advice  on  h}'giene  and  other  topics,  and  such  articles  furnish  him 
with  the  best  grade  of  protitable  advertising.  As  the  cpiack  doctor  and  the  educated 
physician  who  practices  illegitimately  have  no  place  in  the  respect  of  the  public,  and 
ought  not  to  have  any  place  in  the  advertising  columns  of  decent  journals,  the  writer 
refuses  to  here  discuss  profitable  methods  for  the  advertising  of  quackery,  whether 
or  not  he  is  competent  to  suggest  to  these  charlatans  successful  methods  for  distrib- 
uting their  dishonesty.  See  Classifications,  “ Architecture,”  Art,”  ‘‘  Dentists,” 
“ Law.” 


Pianos 


Sec  Department,  “ Music.” 

Plumbing 

Whether  or  not  the  plumber  deserves  the  jokes  that  are  perpetrated  at  his  ex- 
pense need  not  be  considered.  He  is,  and  may  always  be,  the  victim  of  unfair  judg- 
ment, and  it  is  his  business  to  counteract  his  reputation,  and  by  his  advertising 
convince  the  public  that  he  is  a business  man  in  business  for  business,  and  that  his 
methods  are  always  businesslike.  He  should  advertise  continuously  to  the  extent  of 
from  two  to  six  inches  in  the  local  newspapers,  and  should  change  his  advertisement 
as  often  as  possible.  Let  him  advertise  repairing,  and  from  time  to  time  mention  the 
particular  articles  he  sells,  as  “ Sanitary  Water  Closets,”  “ Improved  Bowls,”  and 
other  articles  of  necessity.  Perhaps  some  of  the  following  headings  may  be  profit- 
able: “Prompt  Repairing,”  “Let  Me  Mend  That  Leak,”  “Leak  Mending,”  “When 
You  Send  for  Me  I Come,”  “Always  Ready  to  Mend,”  “My  Mending  Stays 
Mended,”  “When  I Stop  a Leak  It  Stays  Stopped,”  “ Mv  Work  Doesn’t  Leak,” 
“ Sanitary  Plumbing,”  “ Modern  Plumbing,”  “ I Charge  for  What  I Do,”  “ No  Over- 
charge,” “Prompt  Efiectiveness,”  “ Qiiick  Repairing,”  “ When  You  Want  Me  I’m 
There,”  “Telephone  Me,”  “A  Plumber  in  Time  Saves  the  Furniture.”  See  Depart- 
ment, “ Heating;  ” and  Classifications,  “ Electrical,”  “ Gas  Fitting,”  “ Tin.” 


See  Department,  “ Recreation.” 


Powder 


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FOWLER’S  PUBLICITY 


Printing 

See  Departments,  “ Printers,”  “ Printing.” 


Railroads 

See  Departments,  “ Exeursions,”  “ Railroads,”  “ Recreation,”  ‘‘  Water  Transporta- 
tion.” 

Real  Estate,  City 

See  Department,  “ Real  Estate.” 

Real  Estate,  Country 

See  Department,  “ Real  Estate.” 


Real  Estate,  Suburban 

See  Department,  “ Real  Estate.” 

Recreation 

See  Department,  Bicycles,”  “ Recreation,”  “ Vehicles.” 


Restaurants 

The  people  who  eat  in  restaurants  read  the  newspapers  and  consequently  there 
are  few  restaurants  which  cannot  prohtably  use  newspaper  advertising,  except  in  the 
large  cities  where  there  are  so  many  centers  as  to  throw  the  bulk  of  the  circulation  of 
the  papers  away  from  the  patronage  possible  for  the  restaurant  to  obtain.  Advertise 
cleanliness,  prompt  service,  healthfulness,  cheerfulness,  and  if  there  is  plenty  of 
room  announce  that  point.  It  pays  to  advertise  special  dishes,  and  to  occasionally 
print  the  whole  or  a part  of  the  bill  of  fare  in  the  newspapers.  The  tone  of  the 
restaurant  advertisement  should  be  appetizing,  bright,  pointed,  and  active.  If  the 
wheat  cakes  are  unusually  good,  or  the  meat  particularly  tender,  or  the  oysters  and  hsh 
always  fresh,  or  the  bread  particularly  healthful,  announce  these  facts  one  at  a time. 
In  these  days  of  pie-foundries,  cake-factories,  and  machine-made  eatables,  hcalthful- 
ness  is  a prime  factor,  and  should  be  extensively  advertised.  Perhaps  it  may  pay  to 
distribute  flyers  near  the  entrance  door.  Some  cheap  restaurants  apparently  have 
made  it  pay.  If  the  restaurant  is  first-class,  these  undignified  methods  are  not  likely 
to  be  advantageous.  It  has  always  been  found  to  be  profitable  to  mail,  or  deliver  by 
carrier,  personally  addressed,  engraved  or  finely  printed  invitations  to  the  business 
men  and  clerks  of  the  vicinity.  It  may  be  a good  plan  occasionalh'  to  send  out  to 


'r  R A 1 ) ICS  SR  ICC  I V I C AI . 1 .Y 


selected  lists  of  persons  :i  miniature  bill  of  fare  or  special  announcement  of  S(mie 
apj>eti/an<;-  dish.  The  advertising;  must  be  continuous.  It  is  suggested  that  perhajjs 
it  might  be  well  ibr  the  restaurant  keeper  to  pay  his  waiters  living  salaries  that  they 
may  be  contented,  for  contentment  breeds  politeness,  and  the  originality  of  announc- 
ing that  the  prices  on  the  bill  of  fare  are  net,  and  not  subject  to  fees  and  extortions, 
might  create  a permanent  patronage  among  the  ladies  and  gentlemen  who  believe 
in  one  price,  and  who  do  not  take  kindly  to  the  payment  of  extras.  The  writer  has 
always  wondered  why  proper  dining-room  management  should  be  confined  to  clubs, 
and  wh}'  some  enterprising  restaurant  owner  should  not  do  by  his  customers  as  he 
likes  to  be  done  by. 

Revolvers 

See  Department,  Recreation.” 

Safes 

As  these  articles  are  used  almost  exclusively  in  offices  and  stores,  the  advertising 
of  them  may  be  confined  largel}’  to  papers  read  by  business  men,  unless  it  is  desirable 
to  increase  the  sale  of  house  safes,  and  in  that  case  the  advertising  must  be  almost 
entirely  directed  to  the  eye  of  woman.  Comparatively  few  women  of  family 
acknowledge  the  advantage  of  a house  safe,  and  a reasonable  amount  of  advertising 
may  build  up  a large  business  in  this  direction.  The  advertising  should  be  continu- 
ous, and  should  occupy  from  three  to  four  inches  in  the  local  newspaper.  The  cut 
of  a safe  does  not  show  well  unless  well  printed,  and  therefore  should  not  be  used  in 
newspaper  advertising.  Catalogues  should  never  be  given  out  unless  asked  for  or 
sent  for.  Promiscuously  circulated  circulars  are  practically  worthless.  A discus- 
sion of  safe  advertising  for  the  manufacturer  would  be  out  of  place  in  this  depart- 
ment, as  the  general  contents  of  this  book  are  adapted  to  his  benefit. 


Schools 

The  local  school,  particularly  the  commercial  college,  requires  newspaper  adver- 
tising. The  educational  institution  must  make  its  advertising  educational  as  well  as 
direct.  The  advertising  should  be  directed  to  reach  the  parent  as  well  as  the  scholar, 
and  should  create  a demand  for  school  literature.  The  number  of  pupils  graduated, 
the  proficiency  of  the  scholars,  the  positions  obtained  by  them,  as  well  as  the 
advantages  of  a high-grade  education  should  be  brought  out  prominently  in  the  adver- 
tising. The  popular  opinion  of  some  business  men  that  a commercial  school  educa- 
tion is  not  as  good  for  business  as  the  training  of  the  counting  room  should  be  offset 
by  argumentative  advertising.  The  preparation  for  business,  and  the  discipline  given 
by  the  good  commercial  college,  will  materially  aid  the  boy  or  girl  in  rapidly  advanc- 
ing in  business.  The  result  of  the  education  given,  that  is,  what  the  scholars  have 
become  after  leaving  the  school,  furnishes  points  of  great  advertising  vantage.  In 


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this  department  it  seems  best  to  eonsicler  the  private  sehool  or  eollege  advertising  in 
the  general  magazines  and  publications,  because  this  discussion  cannot  as  easily  be 
given  anywhere  else.  Nearly  all  school  advertisements  are  alike.  They  give  the 
name  of  the  school,  the  location,  and  sometimes  the  name  of  the  principal.  Nearly 
every  educational  advertisement  is  diametrically  opposed  to  the  claims  it  makes  or 
tries  to  make.  If  the  ability  of  the  teacher  were  to  be  measured  by  the  quality  of  the 
announcement,  the  parent  would  have  an  extremely  good  excuse  for  sending  his 
child  to  some  other  institution.  If  the  soap  advertisement  must  represent  the  soap,  in 
dignit}-,  quality,  and  progressiveness,  it  is  all  the  more  necessary  that  educational  adver- 
tisements should  represent  some  of  the  results  of  learning.  The  advertisement  must 
be  cheerful,  and  shoidd  convince  the  parent,  — or  help  to  do  so,  — that  he  is  not 
transferring  his  child  to  a cold  institution,  where  learning  is  dispensed  by  measure, 
but  to  an  educational  home,  where  the  same  care,  or  better  care,  is  given  the  pupil 
than  he  is  likely  to  receive  in  the  best  regulated  household.  The  properly  conducted 
school  combines  with  comfort  and  good  cheer  the  discipline  of  system  and  good 
teaching,  so  essential  to  developing  children  into  well  balanced  women  and  men. 
The  healthful  location  of  the  school,  its  hygienic  advantages,  the  moral  training  it 
gives,  are  as  essential,  from  an  educational  and  advertising  point  of  view,  as  is  the 
learning  it  attempts  to  present  to  the  pupil.  The  advertisement  should  be  used  as  a 
circulator  of  school  literature.  It  should  create  an  interest  sufficient  to  sugfofest  the 
advisability  of  investigation.  See  Classification,  ‘‘  Teachers.” 


Seeds 

In  this  department  only  the  local  advertising  of  seeds  is  considered.  The  general 
argument  of  the  book  applies  to  seeds  as  well  as  to  other  commodities.  There  are 
few,  if  any,  retail  seeds  stores,  seeds  being  handled  locally  by  agricultural  establish- 
ments, department  stores,  and  even  druggists.  The  sale  of  seeds  is  very  largelv 
limited  to  the  spring,  and  the  local  advertising  of  them  should  begin  about  a month 
before  the  regular  demand,  continuing  throughout  the  season.  The  advertisement 
should  appeal  to  both  the  farmer  and  to  the  planter,  and  to  the  woman  with  a garden 
or  flower  pot,  but  the  two  classes  of  advertising  should  not  be  intermingled.  The 
growing  quality  of  seeds  and  the  product  of  them  should  be  the  burden  ol  the  profes- 
sional advertisement,  and  also  of  that  directed  to  the  household,  but  to  the  latter 
should  be  added  a sort  of  educational  appeal  which  will  suggest  that  every  woman 
raise  her  own  flowers  and  vegetables.  The  advertisement  must  be  brief  and  pointed, 
and  either  instructive  or  direct.  Notwithstanding  the  almost  universal  use  ol  seeds 
for  family  gardens  and  for  household  raising  it  will  pay  to  stimulate  home  beautily- 
ini;  and  the  satisfaction  of  raising  vegetables.  The  seeds  ma^’  be  advertised  under 
the  name  of  the  wholesale  seedsman  if  his  reputation  is  good,  or  the  local  dealer  can 
back  them  with  his  own.  Occasionally  advertise  seeds  in  general,  the  advertisement 
to  guarantee  quality j then  advertise  some  particular  kind  ot  seed;  and  then  stimulate 


TK  A I ) ICS  S I ’ ICC  I !<'  I C A L I 


333 


the  ]il;intiii<j^  of  seeds.  See  I )ej-);irtinent,  “ Inner  Man;”  and  Classification,  “Agricul- 
tural Iniplenients.” 

Sewing  Machines 

'run  sewing  machine  is  sold  exclusivel}’  by  the  local  agent  and  he  must  be  a local 
ad\’ertiser,  for  no  commodity  in  universal  use  like  a sewing  machine  can  be  profitably 
and  economically  handled  without  considerable  publicity,  'bhe  local  newspaper  is 
the  best  medium.  Advertise  continuouslv,  and  to  the  extent  of  from  two  inches  to  as 
much  as  a whole  column,  and  occasionally  nsc  an  entire  page.  Dull  time  sewing 
machine  advertising  overpowers  competition  and  may  reach  a class  of  buyers  which 
arc  not  always  affected  during  prosperity.  The  circular  cannot  be  used  to  much  ad- 
vantage, unless  it  is  distributed  with  the  greatest  care.  Do  not  give  away  catalogues 
unless  they  are  asked  for,  or  sent  under  seal  personally  addressed.  The  advertise- 
ment should  create  a demand  for  the  catalogues,  as  well  as  for  the  machine.  If  the 
machine  can  out-distance  all  competitors,  the  challenge  form  of  advertising  will  be 
profitable.  Do  not  be  afraid  of  large  adjectives,  and  of  a plentiful  use  of  them.  The 
local  fair  oilers  an  unusually  good  opportunity  for  advertising.  The  machine  should 
always  be  exhibited  under  the  direction  of  a skilled  operator  who  knows  how  to  do 
plain,  as  well  as  fancy  sewing.  The  operator  must  be  polite  and  receptive,  and  of 
unlimited  patience.  It  is  not  necessary  to  advertise  all  the  points  of  a machine  at  the 
same  time.  The  quality  of  the  work,  its  variety,  the  economy,  the  simplicity,  the 
ease  of  action,  the  durability,  the  appearance,  are  all  cardinal  points,  and  may  be  ad- 
vertised one  at  a time.  Exhibit  the  machine  and  its  work  in  the  store,  and  whenever 
a skilled  operator  is  obtained,  let  her  give  exhibitions,  these  occasions  to  be  promi- 
nently advertised  in  the  newspapers.  It  may  be  well  to  admit  people  by  ticket  only, 
as  that  apparently  enhances  the  importance  of  the  exhibition,  but  if  tickets  are  neces- 
saiy,  make  it  easy  for  all  women  to  obtain  tickets.  If  the  machine  is  of  extreme  sim- 
plicity, place  it  in  the  window,  with  a girl  operator,  but  do  not  overwork  the  girl. 
The  fresher  she  looks,  the  more  attention  she  will  command,  and  she  cannot  look  fresh 
if  her  hours  are  too  long.  Better  run  the  machine  with  a motor,  as  that  in  itself 
attracts  attention.  Change  the  advertisement  every  time.  Better  use  large  type  in- 
stead of  cuts,  as  most  cuts  look  alike. 

Shoes 

See  Department,  “ Shoes.” 

Sporting  Goods 

See  Departments,  “ Bic3’cles,”  “ Recreation,”  “ Vehicles.” 


Stables 

See  Departments,  “ Recreation,”  “ Vehicles.” 


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FOWLER’S  PUBLICITY 


Stationery 

There  are  comparatively  few  stores  entire)}’  devoted  to  the  sale  of  stationery, 
articles  in  this  line  being  sold  at  book  stores,  department  stores,  and  at  druggists. 
The  term  “stationery”  means  everything  in  general  and  nothing  in  particular.  Few 
people  are  attracted  by  an  advertisement  headed  “ Stationery,”  but  as  everybody  uses 
some  kind  of  stationery,  everybody  is  interested  in  an  advertisement  of  letter  paper, 
envelopes,  pens,  pencils,  ink-stands,  pads,  and  other  articles.  Advertise  one  thing  at 
a time  unless  there  are  several  things  at  one  price,  or  the  advertisement  gives  details 
of  a discount  sale.  In  advertising  any  one  class  of  stationery,  it  is  better  to  present 
one  kind  of  that  class  at  a time,  in  preference  to  the  entire  class,  unless  prices  are 
given.  The  advertisement  should  be  continuous,  and  of  from  two  inches  to  half  a 
column.  See  Departments,  “ Books,”  “ Department  Stores,”  “ Druggists.” 


Steamers,  Coastwise 

See  Departments,  “Excursions,”  “ Railroads,”  “Water  Transportation.” 


Steamers,  Excursion 

See  Departments,  “ Excursions,”  “ Railroads,”  “Water  Transportation.” 

Steamers,  Lake 

See  Departments,  “ Excursions,”  “ Railroads,”  “Water  Transportation.” 

Steamers,  Ocean 

See  Departments,  “ Excursions,”  “ Railroads,”  “Water  Transportation.” 

Steamers,  River 

See  Departments,  “ Excursions,”  “ Railroads,”  “Water  Transportation.” 

Steam-Fitting 

See  Departments,  “ Fuel,”  “ Heating;  ” and  Classification,  “ Plumbing.” 

Stenography  and  Typewriting 

The  number  of  offices  furnishing  stenographers  and  doing  typewriting  is  so  great, 
and  growing  so  rapidly,  that  this  trade  or  profession  has  the  right  of  consideration. 
It  is  obvious  that  the  office  prepared  to  do  this  work  must  become  known  or  custom 


I'R A 1 )KS  S IMCC I l-'l C A L L V 


335 


is  not  likely  to  come  to  it.  A reasonable  amount  ol'  newsj^aper  advertising,  except 
in  tlie  lar^e  cities,  is  likely  to  be  profitable.  OHiees  located  in  metropolitan  centers 
may  be  obliged  to  limit  their  advertising  to  circulars,  cards,  and  letters.  Never 
deliver  an}'  advertising  matter  unless  it  is  personally  addressed,  and  do  not  send  out 
a card  or  circular  without  an  envelojie.  It  is  better  to  accompany  the  announcement 
with  a personal  letter  which  must  be  extremely  brief  and  remarkably  businesslike. 
The  letter  should  either  state  what  the  olliee  handles,  or  should  introduce  the  accom- 
panying printed  matter.  Always  send  type-written  letters,  and  the  mechanical  e.xe- 
cution,  as  well  as  the  literary  or  business  side,  must  be  perfect.  The  office  should 
realize  that  any  letter  it  sends  out  is  a sample  of  its  work  and  will  be  so  considered. 
If  the  office  makes  a specialty  of  law  work,  scientffic  work,  or  any  other  line,  at  least 
one  half  of  its  advertising  should  bear  upon  that  specialty.  Advertise  promptness 
and  rapidity  and  accuracy.  Occasionally  state  that  all  work  is  considered  confiden- 
tial. 

Stone 

See  Classification,  “ Marble  and  Stone.” 

Stoves,  Coal 

See  Departments,  “Fuel,”  “ Heating.” 

Stoves,  Gas 

See  Departments,  “ Fuel,”  “ Heating.” 

Stoves,  Oil 

See  Departments,  “Fuel,”  “ Heating.” 

Straw 

See  Classification,  “ Hay.” 

Tailoring 

See  Departments,  “ Clothing,”  “ Tailors.” 

Tea 

See  Department,  “ Inner  Man.” 

Ten-Cent  Goods 

See  Classification,  “ Five-Cent  Goods.” 


FOWLER’S  PUBLICITY 


336 


Teaching 

Education  can  never  be  considered  other  than  a serious  matter.  Sensational  adver- 
tising methods  are  neither  in  good  taste  nor  profitable  in  any  way.  The  teacher  must 
be  dignified  in  person,  dignified  in  method,  and  dignified  in  advertising,  but  prosiness  and 
disagreeableness  and  exclusiveness  do  not  constitute  dignity.  The  dignified  bright  is 
far  better  than  the  dignified  dull.  In  small  places  cards  of  from  one  to  two  inches  in 
the  local  newspapers,  supplemented  by  finely  printed  announcements,  constitute  about 
the  only  legitimate  methods  open  to  instructors.  The  large  city  papers  carry  classified 
departments  for  the  announcement  of  all  those  engaged  in  teaching,  and  these  depart- 
ments, which  are  inexpensive,  may  be  used  to  great  advantage.  It  must  be  remem- 
bered that  while  fact  is  conservative,  progression  is  enterprising,  and  that  the  mingling 
of  the  two  will  produce  the  best  advertisement.  The  teacher  may  tell  what  he  can  do, 
and  in  some  cases  mention  his  fee.  The  printing  of  a good  testimonial  adds  value  to 
the  advertisement,  but  one  or  two  good  ones  are  far  better  than  many.  The  advertise- 
ment should  be  changed  frequently,  and  fresh  testimonials  inserted.  The  city  teacher 
needs  the  highest  grade  of  announcements,  printed  upon  the  best  of  paper ; and  all 
announcements,  for  every  class  of  instructor,  must  be  in  readable  type.  Eveiything 
about  the  teacher’s  advertisement  should  reflect  simplicity  of  method,  and  should 
make  no  attempt  at  being  over-artistic.  The  teacher  can  become  an  authority,  and 
can  write  for  the  press  to  his  own  advantage,  choosing  popular  educational  topics. 
See  Classification,  ‘‘  Schools.” 

Theatrical 

See  Departments,  “ Drama,”  “ Music.” 

Tin 

The  advertising  of  this  branch  of  industry  must  be  eontinuous,  and  if  for  a tinshop 
or  tinsmith,  should  be  almost  entirely  given  to  the  announcement  of  repairing  and 
other  job  work.  If  the  tinsmith  carries  a line  of  ware,  he  must  follow  the  methods 
outlined  for  hardware  dealers  and  sellers  of  kitchen  goods.  The  local  paper  is  his 
best  medium.  Ilis  card  should  be  from  two  to  four  inches.  Advertise  some  special 
class  of  repairing,  and  educate  the  people  into  making  old  things  work  as  well  as 
new.  See  Departments,  “ Crockery  and  Lamps,”  ‘‘  Department  Stores,”  “ Heat- 
ing,” “Stoves;”  and  Classifications,  “ Five-Cent  Goods,”  “ Hardware  and  Cutlery,” 
“ Kitchen  Goods.” 

Tobacco 

Under  this  classification  is  considered  the  retail  side  of  selling  cigars,  pipes,  and 
tobacco.  As  these  articles  are  used  exclusi\  ely  by  men,  and  as  every  man  objects  to 
having  any  female  relative  select  them  for  him,  it  is  obvious  that  this  trade  particu- 
larly cannot  make  attempt  to  reach  the  man  through  the  woman.  The  local  news- 


T R A Dies  S I MeCI  1 ' I C ALLY 


337 


paper  olVers  the  iiulisj^ensahle  inetliod  ol'  local  ach  ertisin^.  'riie  acU  crtiscnient  sh(nild 
bo  continuous,  and  to  the  extent  ol'  not  less  than  two  inches,  and  often  it  is  a ^ood 
plan  to  increase  the  space  to  hall'  a column  or  more.  Do  not  ad\  crtise  ci_L^ars,  juj)es, 
and  tobacco  at  the  same  time,  hut  ^ix  e up  the  entire  advertisement  to  one  of  them, 
or  announce  the  several  kinds  or  styles  of  either  cigars,  jiipes,  or  tobacco.  It  is  often 
advisable  toad\'ertise  a cigar  by  some  local  name,  titling  it  after  some  ]u-omincnt  local 
personage,  district,  association,  or  societ}’.  It  is  generally  better  to  advertise  the 
price,  for  in  these  matters  all  men  are  interested  in  price  as  well  as  in  (pialit}'.  l)(j 
not  announce  similar  articles  of  dilferent  priees  in  the  same  advertisement  unless  the 
advertisement  is  simply  one  of  enumeration.  A whole  ad\  ertisement  ean  be  given 
up  to  the  announeing  of  some  brand  of  tobaceo,  or  of  eigar,  or  of  some  style  of  jiipe. 
It  is  well  to  advertise  the  quality  of  the  article  as  prominently  as  is  announced  the 
name  of  it.  The  following  eatch  lines  are  suggested.  “ The  Smoke  of  Luxur}’,” 


“ Restful  Tobaeeo,'”  “•  The  Cigar  A'our  "Wife  Likes,'”  “ The  Cigar  of  Pleasure,”  “ The 
At-IIome  Cigar,”  “The  Den-Pipe,”  “The  Club-Pipe,”  “After-Dinner  Tobacco,” 


“High-Grade  Evening  Cigars.”  As  men  are  not  likely  to  read  eireulars,  it  is  obvi- 
ous that  eireular  and  fl3’er  advertising  will  not  pa\'.  Oeeasionall}'  advertise  smokers 
articles  as  gifts,  and  suggest  that  they  are  the  most  appropriate  of  presents. 


S 


Toy  store  advertising  should  be  direeted  entirely  to  the  eyes  of  women  and  chil- 


dren, especially  the  former.  Do  not  advertise  to^’s  in  general.  Announce  dolls  at 
one  time,  rocking  horses  at  another,  games  at  another,  Noah'’s  arks  at  another,  and  let 
each  advertisement  present  some  particular  and  interesting  article.  There  may  be  a 
prejudice  against  to^'S,  but  there  is  not  any  against  a toy.  The  advertisement  must  be 
seasonable,  and  although  much  larger  preceding  the  holidays,  it  is  advisable  to  adver- 
tise continuously,  for  birthda3's  occur  irregularl3^  irrespective  of  seasons.  Illustrations 
had  better  accompan3^  most  of  the  advertisements.  Change  the  advertisement  ever3’ 
time.  Especially  advertise  educational  to3-s  and  games,  and  use  a part  of  the  adver- 
tising as  educational,  in  favor  of  the  good  which  must  accompan3’  the  proper  use  of 
pla3\  See  Departments,  “Department  Stores,”  “ Recreation ; ” and  Classifications, 
“ Confectioner3',”  “ Fanc3^  Goods,”  “ Five-Cent  Goods.” 


T ransportation 


See  Departments,  “Excursions,”  “ Hotels,”  “ Railroads,”  “Water  Transportation.” 


Trimmings 

The  store  handling  trimmings  exclusivel3’  is  alwa3’s  located  out  of  the  center  and 


338 


PROWLER’S  PUBLICITY 


cannot  use  the  local  newspapers  to  advantage,  or  any  other  method  of  advertising  ex- 
cept window  dressing  and  personally  addressed  circulars.  The  trimming  depart- 
ment of  a store  admits  of  considerable  advertising,  exclusive  of  the  other  advertising, 
or  in  connection  with  it.  Prices  should  generally  be  given.  See  Departments,  “De- 
partment Stores,”  “Dry  Goods;”  and  Classitications,  “ Fancy  Goods,”  “ Five-Cent 
Goods,”  “ Gloves,”  “Milliner}^” 


Undertaking 

Undertakers  must  be  dignihed  in  their  method  and  in  their  advertising.  The 
fact  that  a few  are  frivolous  is  no  excuse  whatever  for  the  others.  The  strictest 
sobriety  must  pervade  the  business  and  the  announcement  of  it.  An  illustration  of  a 
hearse  at  the  top  of  an  advertisement  is  in  questionable  taste.  Hearses  are  not 
pleasant  vehicles  to  look  at  and  the  pictures  of  them  all  look  alike.  As  there  appears 
to  be  no  especial  season  of  business,  it  is  obvious  that  continuous  advertising  is  the 
most  profitable.  The  local  newspaper  is  in  every  way  the  best  medium,  and  the  ad- 
vertisement should  occupy  from  two  to  six  inches  of  space.  Announce  promptness, 
care,  ability,  and  reliability.  Circular  advertising  must  never  be  resorted  to  unless 
the  circidar  is  accompanied  by  a letter,  the  letter  to  be  couched  in  the  gentlest  and 
most  dignified  terms.  The  specialties  of  the  business  may  be  announced,  each  by 
itself. 

Variety  Stores 

See  Departments,  “ Department  Stores,”  “ Dry  Goods;  ” and  Classifications,  “ Fancy 
Goods,”  “ Five-Cent  Goods,”  “ Gentlemen’s  Furnishing  Goods,”  “ Gloves,”  “ Toys.” 


Wagons 

See  Departments,  “ Bicycles,”  “ Recreation,”  “ Vehicles.” 


Wheel  wrighting 

Wheelwrights  need  continuous  advertising  of  from  one  to  four  inches  in  the  local 
newspaper.  Circulars  probably  will  not  pay.  Announce  care,  skill,  and  promptness, 
particularly  the  latter.  Place  particular  stress  upon  quality  of  work,  and  prove  that 
the  work  lasts.  Occasionally  advertise  prices.  See  Classification,  “ Blacksmith.” 


Wood 


See  Departments,  “ Fuel,”  “ Heating.” 


General  Advertisers 


“ The  world  is  mine 


E general  or  national  advertiser  is  he  who  limits  his  advertising  to  no 
lartieular  territory,  and  attempts  to  obtain  trade,  with  the  assistanee  of 
dvertising,  from  every  part  of  the  country. 

There  are 'in  North  America  about  six  thousand  general  advertis- 
rs,  but  if  the  lines  arc  carefully  drawn  the  number  might  be  reduced 
to  about  three  thousand. 

Probably  there  are  about  twenty  thousand  general  advertisers  in  the  world,  each 
advertiser  confining  his  announcement  largely  to  his  own  country. 

A careful  scrutiny  of  advertisements  in  the  leading  general  publications  of  every 
country  would  indicate  that  there  are  not  more  than  five  hundred  advertisers  advertis- 
ing in  more  than  one  nationality,  and  probably  less  than  one  hundred  of  them  spread 
their  advertising  over  more  than  two  countries. 

Nearly  all  of  the  general  advertisers  are  either  manufacturers  or  selling  agents  who 
dispose  of  their  product  through  distributers,  jobbers,  or  wholesalers,  or  sell  directly 
to  the  retailer. 

Comparatively  few  general  advertisers  sell  to  the  consumer,  and  these  few  confine 
their  business  to  disposing  of  novelties  and  cheap  grades  of  articles. 

General  advertising  is  supposed  to  create  universal  trade  and  not  to  focus  it,  the 
advertising  being  for  the  mutual  benefit  of  maker,  wholesaler,  and  retailer. 

General  advertising  creates  demand,  but  does  not  create  the  sale. 

A number  of  large  retailers  located  in  the  greater  cities  have  successfully  adver- 
tised generally  for  direct  trade  and  have  established  profitable  mail  order  depart- 
ments, but  as  their  stores  are  always  located  in  a commercial  center,  it  ma}^  be 
assumed  that  this  advertising  was  more  successful  in  bringing  people  to  the  store  than 
in  making  actual  and  direct  sales. 

The  method  of  general  advertising  for  the  privilege  of  sending  goods  C.  O.  D.,  with 
examination  permitted,  has  been  successful,  and  is  likely  to  be;  but  as  it  is  not  a 
general  method,  it  does  not  need  special  attention. 

Comparatively  few  people  will  purchase  anything  but  the  most  inexpensive  goods, 
unless  they  can  see  the  goods,  and  as  most  of  them  expect  the  unseen  to  be  more 
seemly  than  it  is,  disappointment  follows  upon  the  arrival  of  the  goods,  and  the  adver- 
tiser is  injured. 


339 


340 


FOWLER’S  PUBLICITY 


The  C.  (),  D.  privilege  of  examination  sometimes  pays  in  country  districts  where 
similar  goods  cannot  possibly  be  purchased  locally,  and  although  this  method  has 
been  used  successfully,  a broader  plan  is  generally  more  profitable. 

Experience  has  proven  that  it  is  better  for  large  retailers  and  department  stores  to 
advertise  their  catalogues  than  to  advertise  any  particular  goods. 

The  semi-general  advertiser  is  one  who  covers  an  entire  state  or  several  states,  but 
not  the  whole  country.  He  cannot  use  the  great  general  publications  unless  they 
issue  district  editions,  and  he  had  better  depend  upon  a combination  of  local,  weekly, 
and  daily  newspapers. 

The  annual  amount  necessary  to  cover  the  entire  country  depends  upon  the  article, 
the  capital,  and  the  enterprise  of  the  advertiser. 

An  article  of  luxury,  or  expensive  goods,  can  be  fairly  well  introduced  throughout 
the  country  with  an  annual  expenditure  of  ten  thousand  dollars. 

An  article  of  general  consumption  and  utilit}'  requires  n yearly  advertising  appro- 
priation of  from  twenty-five  thousand  to  two  hundred  and  fifty  thousand  dollars,  and 
there  are  a few  advertisers  who  find  it  profitable  to  expend  half  a million  of  dollars. 

Probably  there  are  not  more  than  three  advertisers  in  the  world  appropriating  as 
much  as  a million  dollars  a year  for  advertising  purposes. 

North  America  has  the  credit  of  a supposed-to-be  million  dollar  advertiser,  and 
England  has  the  honor  of  possessing  another.  If  there  is  a third,  his  name  and  loca- 
tion are  unknown. 

If  a small  amount  of  advertising  pays,  and  the  article  is  in  general  demand  or  can 
be  made  to  be,  experience  seems  to  prove  that  a larger  advertising  expense  pays 
better  proportionately  than  a smaller  one. 

An  article  can  be  overadvertised,  but  as  there  are  so  few  cases  on  record  of  this 
condition  there  is  no  need  of  proclaiming  a public  warning. 

An  article  can  be  under-advertised,  and  generally  is,  for  few  business  men  appre- 
ciate the  necessity  of  printers  ink. 

Even  in  these  enlightened  days  alleged  business  men  often  assert  that  the  cost  of 
advertising  comes  out  of  the  profit,  and  therefore  cannot  be  considered  a business  ex- 
pense. 

If  the  expense  of  advertising  can  rightly  be  deducted  from  the  profit,  and  is  not  a 
part  of  the  expense  of  business,  then  the  man  who  thinks  this  way  and  advertises 
needs  a guardian  or  a receiver. 

Advertising  cost  is  business  expense,  and  must  be  reckoned  as  a part  ot  selling 
cost. 

Advertising  must  not  be  estimated  by  the  cost  of  it,  but  solely  by  the  profits  ot  the 
business.  If  the  business  pays  with  advertising,  advertising  must  be  used,  and  as  long 
as  advertising  continues  to  do  good  work  in  business  bringing,  the  wholesaler  should 
consider  it  his  business  duty  to  try  advertising  and  to  give  it  every  chance  belore 
condemning  it.  It  either  will  pay  or  it  will  not  pay.  11  it  pays,  it  is  likel}'  to  pay 
mightily.  At  the  worst  the  advertiser  cannot  lose  more  than  halt  ot  what  he  spends 


( ; I N ic  R A L A I ) \ ' I c R 'iM  s r:  i<  s 


311 

tor  iulN'crtisiii”',  if  the  arliclo  ach  crtiscd  has  any  nu'riL  whatever,  aiul  tlie  experiment 
is  wortli  all  the  eost  ot'the  lirst  attenij)t,  even  il'it  j^rove  a total  failure. 

The  general  ach  ertiser  either  makes  somethini^  or  controls  somebo(l}''s  something, 
anil  it  is  necessary  for  him  to  I'amiliarize  the  ]')ublie  with  the  article,  if' he  woultl  ha\’e 
the  retailer  sell  it. 

To  properly  introiluee  an  article,  extensi^'e  general  advertising  is  necessary,  but  the 
maker  had  better  not  begin  to  advertise  at  all,  and  continue  in  the  old  ruts  of  busi- 
ness unless  he  is  willing  and  abl-e  to  spend  enough  money  for  advertising  for  the  peo- 
ple to  realize  that  he  is  advertising. 

A story  half  told  may  be  as  unprohtable  as  a story  not  told  at  all. 

The  country  cannot  be  covered  by  the  circulation  of  any  one  medium. 

The  foolish  ad\'ertiser  confines  his  advertising  to  one  medium  or  spreads  it  over  too 
many  mediums. 

A very  few  articles  may  be  purchased  only  by  a distinct  class  of  people,  and  in  that 
case  it  may  be  necessary  to  advertise  in  only  a few  publications,  but  the  majority  of 
articles  are  for  the  public  at  large,  and  therefore  the}'  should  be  advertised  in  at  least 
a good  part  of  the  mediums  read  by  the  people  at  large. 

It  may  not  be  nccessar}' to  advertise  in  all  publications,  or  even  in  all  magazines,  or 
in  all  religious  papers,  or  in  all  the  periodicals  of  any  other  class,  but  no  one  part, 
and  no  one  class  of  the  people,  unless  the  class  is  a peculiau  set,  can  well  be  reached 
by  any  one  or  two  publications. 

The  general  advertiser,  after  careful  consideration  and  consultation  with  those 
familiar  with  advertising,  appropriates  a definite  sum  of  money  and  divides  that  appro- 
priation among  the  mediums  best  calculated  to  reach  the  buyers  of  his  goods. 

Some  advertisers  limit  their  advertising  to  the  religious  papers,  the  magazines,  the 
agricultural  press,  the  daily  papers,  or  to  some  other  class  of  publication,  but  this 
method  is  not  considered  as  profitable  as  to  distribute  the  advertising  among  the  rep- 
resentative journals  of  each  general  class,  unless  the  article  is  a specialty  with  a 
limited  sale. 

Experience  indicates  that  the  best  general  advertising  is  confined  to  the  best  gen- 
eral periodicals  reaching  the  general  masses. 

Religious  papers  are  good  general  mediums,  and  so  are  magazines  and  agricultural 
papers,  and  other  publications  of  general  character;  and  the  readers  of  any  one  read 
the  others  more  or  less,  but  the  advertiser  who  confines  his  advertising  exclusively  to 
a class  of  publications  will  not  reach  the  general  public  in  its  entirety. 

It  pays  to  use  composite  circulation  rather  than  classified  mediums  for  general 
advertising. 

It  is  impossible  to  present  any  definite  or  sliding  scale  of  medium-values,  because 
one  advertiser  finds  one  kind  of  publication  better  than  another,  and  an  advertiser  of 
similar  goods,  for  known  or  unknown  reasons,  prefers  a different  periodical. 

Any  definite  rule  would  run  against  conflicting  conditions  of  the  most  puzzling 
character;  contradiction  follows  contradiction,  and  negatives  are  so  mixed  with 


342 


FOWLER’S  PUBLICITY 


affirmatives  that  the  advertiser  must  proportion  his  advertising,  not  by  experience 
alone,  or  by  judgment  alone,  but  by  a combination  of  the  two,  and  forever  watch  re- 
sults and  continue  in  conservative  or  progressive  experiment. 

The  man  who  knows  how  to  advertise,  and  is  sure  of  the  best  mediums,  and  can 
give  infallible  advice,  has  not  been  born, — statements  of  advertising  experts  to  the 
contrary  notwithstanding, — and  until  he  is,  and  proves  his  ability,  the  advertiser  must 
fill  the  lamp  of  publicity  with  the  oil  of  experience  and  light  the  wick  of  his  judg- 
ment. 

The  writer  wishes  that  his  experience  and  his  judgment  could  enable  him  to  present 
some  definite  rule  of  advertising  success  which  the  advertiser  could  accept  with 
safety,  but  he  is  aware  that  what  he  knows  he  does  not  know  about  advertising, 
thousands,  yes,  tens  of  thousands  of  men  who  do  not  know  think  that  they  do  know, 
and  that  this  country  is  overstocked  with  ad-smiths,  advertising  experts,  infallible 
agents,  doctors  of  publicity,  and  others  having  self-created  titles,  who  are  but  charla- 
tans of  publicity,  and  who  live  by  what  they  can  make  people  think  they  know. 

The  best  rule  to  follow,  if  any  rule  can  be  followed,  is  to  advertise  the  goods  in  the 
publications  which  judgment  and  experience  say  are  read  by  the  people  who  buy  the 
goods  or  ought  to  buy  them,  or  can  perhaps  be  made  to  buy  them. 

Let  the  advertiser  ask  the  people  he  meets,  if  they  are  buyers  of  his  goods,  what 
publications  they  read,  and  ask  his  clerks  to  ask  their  friends  the  same  question. 

Because  one  thinks  a medium  is  good,  just  because  he  likes  it,  is  not  proof  positive 
that  it  is  good  for  him. 

The  wife  may  be  partieularly  impressed  with  the  value  of  a certain  publication,  and 
yet  she  may  not  represent  the  buyer,  and  be  but  one  of  a small  class  who  like  the 
paper. 

High-class  goods  need  not  necessaril}'  be  advertised  only  in  high-class  publications, 
nor  need  the  advertising  of  low-grade  goods  be  confined  to  cheap  mediums,  for  every 
grade  of  buyer  thinks  he  is  high-grade  whether  he  is  or  not. 

Many  a family  does  not  read  the  articles  in  the  high-grade  magazines,  and  yet 
these  magazines  are  taken  and  are  always  on  the  library  table  that  folks  may  think 
the  family  reads  them.  Perhaps  a servant  cuts  the  pages,  perhaps  they  are  cut  when 
company  is  about,  but  cut  or  uncut  the  advertising  pages  are  always  cut,  and  they  are 
read  by  everybod^^  because  they  contain  what  everybody  wants. 

The  average  person,  whether  he  is  of  Fifth  Avenue  or  of  the  side  streets,  is  more 
interested  in  a straightforward,  honest  advertisement  of  a skin-preserving  soap,  than 
he  is  in  an  illustrated  article  of  an  art  which  onl}'  has  its  age  to  commend  it. 

The  high-class  periodical  is  not  a good  advertising  medium,  wholly  because  its 
contents  appear  to  be  adapted  to  the  upper  class,  but  it  is  a good  medium  because  it 
may  have  a large  circulation,  and  because  the  people  read  the  advertisements  in  it 
whether  they  read  the  reading  matter  or  not. 

So  long  as  the  average  advertisement  is  made  for  the  people  to  read,  and  the  average 
literary  artiele  is  interesting  largely  to  the  man  who  wrote  it,  the  public  will  read 


c;  I-:N  E R A L AD V JC  R^I' I s 1*:  R s 


3}3 


advcrtiseiiiciits,  and  the  readers  need  not  be  of  the  elass  tlie  ]Md)Iieation  is  siij^posed 
to  eater  to. 

If  the  hio'h-orade  niagazine  had  its  eonstitneney  limited  to  its  ([uality,  it  w(ndd  not 
earn  money  enough  to  maintain  its  (juality. 

It  is  none  of  the  advertiser’s  business  why  the  people  read  the  publieation.  All  he 
cares  about  it  from  an  advertising  point  of  view  is  that  the  people  read  the  advertise- 
ments and  buy  the  periodical. 

INIedium-grade  publications  arc  read  by  every  elass,  and  high-grade  publications 
arc  read  b}’  almost  every  class. 

High-grade  people  read  medium-grade  publications,  because  there  arc  times  in 
ever}’  day  of  their  life  when  they  want  to  read  something  appealing  to  their  natural 
desires,  and  when  a story  is  more  attractive  than  a great  author’s  tales  of  when 
Shakespeare  went  gunning  or  how  Goethe  played  marbles. 

Religious  papers,  agricultural  publications,  and  even  those  devoted  to  educational 
matters  must  be  classed  as  of  general  value  because  they  reach  the  people. 

.:\.fter  the  advertiser  has  carefully  investigated  the  readers  of  the  publications,  and 
has  discovered  that  those  who  buy  his  goods  or  ought  to  buy  them  read  certain  publi- 
cations, then  it  is  his  business  to  proportion  his  advertising  so  that  the  publication 
that  reaches  most  of  his  customers  will  get  the  largest  proportion  of  his  advertising, 
the  next  best  a little  less,  and  so  grade  it  down  until  the  appropriation  is  exhausted. 

A general  advertisement  of  two  inches  is  worth  more  than  two  advertisements  of 
an  inch  each. 

The  advertisement  must  not  be  too  small,  and  it  is  better  to  have  a good-sized  ad- 
vertisement in  fewer  publications,  if  there  are  a number  of  periodicals  used,  than  a 
small  advertisement  in  more  publications. 

Because  the  advertisement  of  some  extensive  advertiser  is  found  in  an  unimportant 
publication,  is  not  a conclusive  reason  that  it  would  pay  the  smaller  advertiser  to  use 
it,  for  the  great  advertiser  may  not  have  reached  this  periodical  until  he  graded  down 
to  it,  or  used  it  because  he  found  advertising  so  profitable  that  it  paid  him  to  take 
all  of  the  publications  of  good  character. 

Circulation  is  the  one  great  vital  point  in  the  value  of  an  advertising  medium,  and 
on  that  should  be  based  the  rate,  to  be  increased  by  quality,  and  diminished  by  lack 
of  it;  and  the  advertiser  will  find  that  the  publication  of  the  greatest  circulation  is  the 
cheapest  for  him  provided  the  circulation  is  among  his  customers. 

The  briefer  the  general  advertisement  the  better,  provided  it  tells  its  story;  but  too 
much  brevity  is  almost  as  bad  as  too  much  matter. 

Sometimes  the  general  advertiser  feels  the  efi'ect  of  his  advertising  within  a few 
weeks  after  its  first  appearance,  but  this  condition  is  exceptional,  and  man}'  a great 
advertiser  has  come  to  look  upon  his  advertisement  as  an  investment,  and  does  not 
expect  nor  receive  full  returns  for  a year  and  sometimes  for  several  years. 

Although  it  may  take  a little  more  money  to  establish  an  article  by  advertising,  ex- 
perience says  that  it  takes  nearly  as  much  to  keep  it  established. 


344 


FOWLER’S  PUBLICITY 


Successful  general  advertisers  often  spend  more  each  successive  year,  and  there  are 
dozens  of  instances  of  great  concerns  now  buried  whose  funeral  exercises  began  with 
the  death  of  their  advertising. 

Throughout  the  country  stand  gigantic  factories  and  miles  of  warehouses  and  empty 
packing  houses  with  only  rats  for  tenants,  simply  because  the  owner’s  self-conceit 
seemed  to  tell  him  that  the  goods  were  so  well  known  that  the  people  did  not  need 
to  be  constantly  reminded  of  them. 

Any  fool  can  begin  to  advertise,  but  it  takes  a wise  man  to  keep  on  advertising. 

Many  a great  general  advertiser  has  expended  as  much  as  one  hundred  thousand 
dollars  for  the  insertion  of  a single  advertisement,  and  has  not  used  many  hundred 
publications  at  that. 

Why  the  man  of  genius,  who  finds  no  fault  with  the  rates  charged  him,  and  spends 
hundreds  of  thousands  of  dollars  a year  in  advertising,  should  refuse  to  spend  a few 
hundred  dollars  for  the  proper  preparation  of  his  copy  passes  all  understanding. 

The  executive  officers  of  a great  company  may  live  in  palaces  and  drive  a four-in- 
hand,  and  the  superintendent  of  the  factoiy  may  be  an  owner  in  the  business,  and  yet 
somewhere  up  in  a secluded  corner  is  a dyspeptic  looking  ex-newspaper  man  starving 
on  a starvation  salary,  and  furnishing  the  matter  which  it  costs  a million  dollars  to 
spread. 

This  man  of  failure,  hired  by  men  of  success,  is  allowed  to  represent  the  business 
before  eighty  millions  of  people. 

The  heads  of  departments  are  men  of  brains,  and  the  superintendent  is  a general  of 
discipline.  The  goods  are  well  made  and  well  packed.  The  methods  of  the  house 
arc  honorable  and  businesslike.  And  yet  this  under-fed  clerk  in  the  garret  is  attempt- 
ing to  present  good  goods  in  a bad  way. 

Half  the  general  advertisements  are  written  to  please  the  writer  and  the  merchant, 
because  the  merchant  will  have  it  that  way,  and  the  writer  has  not  the  ability  to  write 
them  any  other  way. 

A well-written  general  advertisement  is  worth  ten  per  cent,  of  the  cost  of  printing 
it,  and  it  is  worth  ninety  per  cent,  of  the  cost  of  printing  it  over  the  really  poor  adver- 
tisement. 

One  hundred  dollars  is  a very  small  price  to  pay  for  the  preparation  of  a good 
advertisement. 

The  general  advertiser  has  no  business  to  write  his  advertisements,  because  his 
knowledge  of  the  business  and  his  technical  familiarity  with  the  goods  unfft  him  to 
tell  the  public  what  he  has  in  a way  that  the  public  will  understand. 

He  who  is  great  enough  to  build  a great  business  is  too  great  to  write  advertise- 
ments, and  great  enough  to  hire  a great  writer  to  do  the  work  for  him. 

The  general  advertiser  who  is  proud  ot  his  adv’ertisement  writing  ability  ought  to 
be  ashamed  of  himself.  If  he  can  do  this  work  well  he  is  doing  some  other  work 
poorly,  and  is  giving  his  time  to  things  he  can  hire  done  better  than  he  can  do  him- 
self. 


( ; 1C  N r:  K A L A 1 ) V E R I S 1C  R s 


345 


'Phc  ^oocl  general  advertisement  writer  must  be  of  eomposite  eomposition,  and 
must  represent  both  the  buyer  and  the  seller,  and  his  writings  must  harmonize  eon- 
llieting  conditions. 

I le  must  know  enough  about  the  goods  to  be  able  to  write  about  them,  but  not 
enough  about  them  to  overwrite  them,  and  he  must  know  about  the  public  in  order 
that  he  may  serve  his  goods  to  the  public  taste. 

The  know-it-all  and  conceited  propensity  of  general  advertisers  is  to  blame  for 
seventy-live  per  cent,  of  advertising  failure. 

The  poorly  written  advertisement  may  not  be  disastrous  in  the  local  newspaper, 
because  the  readers  know  the  advertiser  and  perhaps  will  supply  the  discrepancy,  but 
the  general  advertiser  depends  upon  the  effective  presentation  of  his  advertising  to 
supply  the  place  of  intimate  relations  between  adv'ertiser  and  reader. 

Think  of  the  inconsistency  of  it.  A great  advertiser  spends  two  hundred  thousand 
dollars  a year  in  telling  the  people  that  he  has  something  for  sale.  His  office  is  pala- 
tial and  convenient.  Ilis  factoiy  is  a model  hive  of  industr}'.  Ilis  department  heads 
live  in  luxury.  Ilis  clerks  are  well  paid.  The  mahogany  finishings  shine  like  bur- 
nished brass.  The  uniformed  porter  meets  one  at  the  door.  And  3^et  this  successful 
man  pays  two  thousand  dollars  a year  for  the  writing  of  the  matter  it  costs  two  hun- 
dred thousand  dollars  to  print,  or  one  per  cent,  for  quality"  and  ninety-nine  per  cent, 
for  quantity. 

The  general  advertiser  says  that  his  advertising  man  is  simply  a clerk  and  that 
he  writes  his  advertising.  Nonsense.  No  business  man  of  success  ever  lived  who 
could  have  been  a success  if  he  had  understood  the  writing  of  advertisements,  because 
his  success  came  from  his  ability  to  act  the  part  of  a general,  not  the  part  of  a staff 
officer. 

Picture  the  great  business  man,  with  a crown  of  money  on  his  head,  surrounded 
with  carved  walls,  rugs,  pictures,  and  an  army  of  men  to  go  the  way  he  tells  them  to 
go,  troubled  with  the  worries  of  business,  financiering  for  thousands  of  employes, 
managing  great  houses  at  arm’s  length,  taking  a pad  of  paper  into  his  lap  and  with 
nervous  pencil  tr^fing  to  write  advertisements  ! 

Does  this  man  doctor  himself  ? 

Not  if  he  wants  to  get  well. 

Does  this  man  write  his  law  papers  ? 

Not  if  he  wants  to  keep  his  property. 

Does  this  man  plan  his  factory.^ 

Not  if  he  wants  it  to  hold  together. 

Then  why  does  he  attempt  to  do  that  which  he  ought  not  to  do,  and  which  he  has 
not  the  time  to  do  even  if  he  could  do  it? 

Read  the  answer  in  the  thousands  of  failures  and  the  tens  of  thousands  of  successful 
business  men  who  might  have  been  more  successful. 

There  are  general  advertisers  who  use  poor  advertisements  and  succeed,  for  adver- 
tising with  any  kind  of  a chance  ma}^  be  profitable. 


FOWLER’S  PUBLICITY 


3^6 

Not  how  well  advertising  pays,  but  how  much  more  it  can  be  made  to  pay,  should 
regulate  advertising  method  and  expenditure. 

The  great  advertiser  does  not  fill  good  floor  space  with  unsalable  materials,  and 
3’et  he  often  fills  good  advertising  space  with  poor  advertising  matter,  and  forgets  that 
it  costs  as  much  to  print  a poor  advertisement  as  it  does  to  print  a good  one. 

In  advocating  the  establishment  of  a definite  advertising  department,  presided  over 
by  a man  of  genius,  for  the  economy  of  every  general  advertiser,  the  writer  is  not 
attempting  to  assist  that  arm}^  of  ad-smiths  who  fairly  swarm  around  the  office  of  the 
advertiser,  for  not  one  in  a thousand  of  these  men  has  an}^  particular  ability. 

It  is  the  duty  of  this  book  to  tell  the  truth,  and  to  attempt  to  suggest  plans  and 
methods  that  will  save  money  and  make  money  for  the  advertiser;  and  the  immutable 
law  of  common  sense  from  which  springs  the  dollars  of  profit  says  that  the  story  must 
be  told  as  well  as  it  can  be  told,  and  that  the  telling  of  it  must  be  paid  for,  and  that 
the  writing  of  an  advertisement  requires  the  same  kind  of  skill  and  the  same  order  of 
natural  and  trained  abilit}-  as  is  given  to  the  invention  of  the  machine  that  makes  the 
goods,  and  that  the  best  advertisements  would  be  the  cheapest  advertisements  even  if 
the  cost  of  preparing  them  were  almost  as  much  as  the  cost  of  printing  them. 

Let  the  general  advertiser  tell  the  story  of  his  business  so  that  the  people  will 
read  it. 

Stories  of  business  should  not  be  written  b}"  men  who  are  onl}’  literary  or  by  men 
absorbed  in  business. 

The  pill  of  advertising  must  be  swallowed,  and  it  must  be  sugar  coated  with  discre- 
tion, policy,  and  adaptability  to  the  public  tongue,  and  the  great  merchant  has  no 
business  to  leave  his  regular  business  and  attend  to  business  which  is  the  business  of 

o 

a difterent  kind  of  a business  man. 


Local  Advertisers 

“ You  find  them  everywhere  ” 


E general  advertiser  can  be  a local  advertiser,  and  the  local  advertiser 
an  be  a general  advertiser. 

The  exclusively  local  advertiser  is  he  who  confines  his  advertising 
ntirely  to  the  local  papers  and  to  other  means  of  local  publicity. 

The  local  advertiser  may  annually  spend  two  hundred  thousand  dol- 
lars a year  in  advertising,  or  his  appropriation  may  not  exceed  ten  dollars. 

lie  can  represent  any  profession  or  business,  and  his  advertisements  can  be  of  any 
size  and  of  an}-  st^de. 

The  smaller  the  town,  the  more  advertisers  there  are  proportionately  in  the  local 
newspapers. 

In  the  small  place  every  business  man  can  advertise,  for  there  is  but  one  business 
center,  while  in  the  large  city  the  local  advertiser  must  occupy  a commanding  posi- 
tion in  one  of  the  two  or  three  centers  if  he  would  extensively  advertise. 

In  the  United  States  and  Canada  there  are  probably  half  a million  local  advertisers, 
including  music  teachers,  law3'ers,  doctors,  and  those  who  confine  their  advertising  to 
a small  card  in  the  local  newspapers,  but  not  including  the  transient  want  advertiser. 

Fully  three  quarters  of  the  local  advertisers  advertise  continuously,  and  more  than 
three  quarters  of  the  remaining  quarter  should  follow  the  example  of  the  three 
quarters. 

There  is  neither  sense  nor  money  in  favor  of  the  argument  that  because  everybody 
in  town  knows  everybody,  nobody  in  town  need  advertise. 

The  overwhelming,  living,  active,  and  very  much  alive  argument  in  favor  of  almost 
universal  and  nearly  continuous  advertising  in  every  town  of  business  from  the 
Atlantic  to  the  Pacific,  and  from  Winnipeg  to  the  Gulf,  disarms  any  opinion  or  com- 
bination of  opinion  antagonistic  to  continuity  in  publicity. 

The  man  who  does  not  believe  in  local  advertising  can  never  prove  the  correctness 
of  his  views  until  he  discovers  or  creates  a town  where  local  business  can  be  done 
successfully  without  advertising. 

This  experiment  has  never  been  tried,  and  as  the  experiment  on  the  other  side  has 
always  proven  to  be  successful,  the  well-balanced  business  man  will  let  profitable- 
well-enough  alone  and  spend  a part  of  his  money  in  making  more  money. 

Occasionally  there  appears  an  isolated  case  where  the  local  merchant  has  become 


347 


348 


FOWLER’S  PUBLICITY 


wealthy  without  advertising,  and  this  remarkable  exception  which  proves  the  rule  is 
pedestaled  by  every  unsuccessful  merchant  who  does  not  advertise. 

This  successful  merchant  who  does  not  advertise  had  not  tried  advertising  and  he 
always  will  be  harrowed  by  the  suspicion  that  he  might  have  made  more  money  had 
he  advertised. 

There  is  no  proof  that  good  advertising  does  not  pay,  and  there  is  unlimited  evi- 
dence that  good  advertising  does  pay. 

While  this  department  refers  to  every  local  advertiser,  it  has  special  reference  to 
the  advertiser  in  a place  of  not  more  than  fifty  thousand  population,  and  not  as  much 
to  the  advertisers  of  the  larger  cities,  where  local  advertising  is  broadened  by  cover- 
ing large  surrounding  territory  and  frequently  the  entire  state. 

Success  brings  success,  and  the  appearance  of  success  is  often  equivalent  to  the 
genuine  article,  particularly  where  people  know  and  follow  the  advertiser. 

Folks  have  more  confidence  in  the  man  who  has  confidence  in  himself,  even 
though  he  has  little  money,  than  they  have  in  the  man  who  has  money  and  nothing 
else. 

There  is  nothing  that  tends  more  to  build  up  public  confidence,  and  has  about  it 
more  of  the  marks  of  prosperity,  than  extensive,  well-written  and  continuous  local 
advertising. 

It  pays  to  advertise  partly  because  each  advertisement  assists  in  selling  some  par- 
ticular line  of  goods,  and  aids  largely  in  the  establishment  and  maintenance  of  public 
respect  and  confidence. 

Country  people,  not  having  a great  deal  to  watch,  watch  everything,  and  the  lack 
of  liberal  advertising  may  create  a suspicion  that  there  is  something  the  matter  with 
the  merchant. 

Continuous  local  advertising  is  necessary,  because  in  continuity  is  local  strength, 
and  because  if  it  pays  to  advertise  a part  of  the  time  it  ought  to  pay  better  to  adver- 
tise all  of  the  time. 

There  are  comparatively  few  local  merchants  who  can  substantiate  excuses  lor 
intermittent  advertising. 

Nearly  all  local  dealers  sell  many  kinds  of  goods,  and  a sufficient  number  to  give 
continuous  trade,  and  continuous  trade  seldom  continues  without  continuous  adver- 
tising. 

If  the  business  is  only  that  of  season,  and  there  is  no  trade  whatever  out  of  season, 
it  may  be  well  for  the  advertiser  not  to  advertise  all  the  time,  and  the  same  logic 
might  appeal  to  the  keeping  open  of  the  store.  Would  it  not  seem  that  if  he  has 
nothing  to  advertise  he  ought  not  to  have  anything  to  sell,  and  if  he  has  nothing  to  sell, 
or  something  which  nobody  will  buy,  might  he  not  more  profitabh'  close  his  store  or 
merely  keep  it  open  as  a sort  of  loafing  club  where  he  and  others  can  smoke  dull  times 
away  ? 

The  local  advertisement  should  be  often  changed,  and  if  it  appears  in  a daily  an 
every-time  change  may  be  advisable. 


LOCAL  ADVLR'l'lSKRS 


319 


Local  acK  crtiscnicnts  arc  really  local  news  and  the}’ should  be  as  iVesh  as  the  news. 

'The  local  advertiser  has  a ri<;ht  to  consider  hinisell'  a local  editor. 

It  is  possible  to  write  a I'resh  advertisement  of  old  ”’oods,  and  that  is  the  only  kind 
ot'  adx  ertisement  that  will  help  to  sell  old  stulL 

'There  must  be  iVeshness  either  in  the  advertisement  or  in  the  goods. 

The  teiulency  of  the  local  advertiser  to  ad\'ertise  his  name  more  prominently  than 
his  business  is  a relic  of  anticpiated  publicity  and  is  persisted  in  because  the  ad\er- 
tiser  docs  not  know  any  better  or  has  more  self-conceit  than  judgment. 

Every  local  adx  ertiser,  with  the  exception  of  a professional,  and  even  those  need 
not  alwa}’s  be  exceptions,  should  begin  with  some  strong  and  generally  descriptive 
heading,  either  advertising  the  goods  or  bringing  the  eye  to  the  description  of  them. 

It  is  better  to  ha\  e the  main  heading  contain  a dozen  words  than  to  disorganize  the 
advertisement  by  too  many  headings.  One  good  heading  is  worth  a dozen  poor  ones. 

Alwa}’s  advertise  one  line  of  goods  at  a time,  or  else  make  the  advertisement  of 
several  lines  of  goods  and  a sort  of  composite  announcement,  each  line  set  off  by 
itself. 

The  newspaper,  no  matter  how  poorly  it  may  be  printed,  is  the  most  economical 
and  onl}'  indispensable  medium  for  the  local  advertiser.  All  the  good  methods  of 
advertising  pay,  but  most  of  them  pay  better  when  used  in  conjunction  with  news- 
paper advertising. 

If  the  local  newspaper  does  not  carry  the  type  one  wants  to  use,  buy  the  type 
desired  and  let  the  newspaper  set  it.  It  will  not  take  a great  deal  of  type,  and  type 
is  not  expensive,  and  individuality  of  typographical  display  is  effective. 

Sensational  loeal  advertising  pays,  but  the  advertising  that  is  the  most  profitable  in 
the  long  run  is  that  of  clean-cut  honest  statements,  backed  by  intrinsic  value. 

It  is  possible  to  make  dishonest  local  advertising  pay,  but  he  who  adopts  it  is  a fool 
as  well  as  a knave,  for  while  this  method  may  pay  for  a while  in  a metropolitan  city 
where  fools  are  born  and  fools  come  in  day  by  day,  the  permanent  inhabitants  of  a 
smaller  place  will  rebel  at  printed  dishonesty  and  sooner  or  later  stamp  it  out  with  their 
influence. 

To  fool  one  person  in  a large  city  may  be  to  fool  only  that  person  and  his  immedi- 
ate family,  for  perhaps  he  has  no  home  save  in  a flat,  but  to  fool  one  person  in  a 
smaller  place  may  be  to  fool  the  entire  town,  and  local  dishonesty  will  be  given  the 
worst  kind  of  publicit}’. 

Because  of  the  intimate  relations  between  the  town  advertiser  and  the  town  buyer 
the  local  advertisement  must  have  the  form  and  not  the  formality  of  a genuine  invita- 
tion, and  it  had  better  be  too  cordial  and  too  personal  than  too  studied  and  dignified. 

Politeness  on  the  part  of  clerks  is  necessary  everywhere,  and  is  absolutely  essential 
in  the  store  of  the  local  advertiser.  The  clerks  must  be  in  harmoii}’  with  the  adver- 
tising and  able  to  talk  familiarly  about  the  goods  advertised. 

There  may  be  excuse  for  making  the  large  city  store  formally  businesslike  and 
without  any  suggestion  of  the  comforts  of  home,  for  city  people  do  not  love  home  as 


350 


PROWLER’S  PUBLICITY 


country  people  do,  because  the  artificial  docs  not  always  seek  the  natural;  and  great 
city  people  hardened  to  metropolitan  ways,  shoved  and  pushed  and  hustled  by  ele- 
vated and  surface  crowds,  may  not  resent  the  insult  and  the  discomfort  which  the 
country  folk  will  not  tolerate. 

The  store  of  the  local  advertiser  must  be  bright  and  cheerful,  and  in  it  must  be  an 
atmosphere  of  cordiality  that  does  not  smack  too  much  of  business.  It  should  be  a 
commercial  home  more  than  a commercial  store. 

One  may  open  the  city  pocketbook  with  the  hardened  coal  chisel  of  sharpness  and 
smartness,  and  he  may  hammer  it  in  with  the  sledge-hammer  of  fraud,  but  these  tools 
will  not  reach  the  bottom  of  the  local  country  stocking. 

If  the  town  is  large,  and  many  of  the  customers  live  at  a distance  from  the  store, 
advertise  a waiting  room  with  toilet  conveniences  for  ladies. 

Do  not  have  the  reception  room  in  a dark  and  gloomy  corner,  but  give  it  plenty  of 
light,  and  make  it  look  homelike.  Do  not  let  the  soap  run  out,  and  see  to  it  that 
there  are  plenty  of  towels.  Better  have  no  convenience  than  poor  convenience. 

Offer  to  check  bundles  for  nothing,  and  be  sure  that  the  checking  clerk  seems  glad 
to  accommodate  the  checkers. 

Do  not  put  a pert  young  miss  in  the  bundle  room,  the  checking  room,  or  in  the 
sitting  room,  but  hire  a woman  with  a perpetual  smile,  the  kind  that  does  not  know 
people  b}'  the  clothes  they  wear. 

Insist  upon  it  that  the  caller  who  does  not  buy  shall  be  as  well  treated  as  the  one 
who  does  buy,  and  remember  that  the  woman  with  the  faded  shawl,  and  the  thin 
pocketbook,  in  her  poverty  may  be  the  agent  of  wealth,  and  that  she  has  a tongue  of 
her  own  that  will  wag  for  the  merchant  or  will  wag  against  him. 

The  number  of  customers  is  limited,  and  each  customer  has  an  individualit}'. 

Everything  is  fresh  that  is  served  fresh,  for  in  the  serving  is  the  freshness  of  the 
served. 

Announce  fresh  arrivals,  and  when  there  are  none  dust  the  regular  stock  and 
brighten  it  with  bright  advertisements. 

The  conversational  and  almost  individual  form  of  advertisement  writing,  a sort  of 
talk  “ between  ourselves,”  is  to  be  highly  recommended,  but  the  writer  is  of  the 
opinion  that  a good  strong  headline  had  better  begin  it  instead  of  those  small  indiffer- 
ent headings  with  only  their  oddity  to  commend  them. 

A local  advertisement  may  be  of  any  length,  and  can  be  brief  in  its  entirety  or  briel 
in  its  subdivisions.  It  should  be  so  arranged  that  the  reader  will  be  obliged  to  read 
what  he  ought  to  read,  and  need  not  read  what  he  does  not  want  to  read. 

So  long  as  ninety  per  cent,  of  all  local  buyers  are  women,  the  local  advertisement 
must  be  directed  to  women. 

There  never  was  a woman  who  did  not  read  local  advertisements  more  carefully 
than  she  reads  anything  else. 

Be  careful  about  announcing  discount  sales  and  special  bargains,  and  never  make  a 
statement  that  cannot  be  backed  with  proof 


LOCAL  ADVEK^'ISICKS 


.351 


lliiapprocialccl  lioncsly  is  Just  as  unprolitable  as  dishonesty.  Exaggeration  of  its 
own  aeeord  spills  over.  People  have  a fairly  ^oocl  idea  of  what  a tiling  is  worth,  and 
an  unnatural  twenty-live-eent  eut  is  more  unprofitahle  than  a natural  twenty-eent 
discount. 

'fhe  local  advertiser  cannot  lool  the  local  public  except  at  his  own  expense. 

It  is  well  to  establish  a certain  form  or  style  of  advertising  that  one’s  advertisement, 
while  alwa}’s  new  or  fresh,  ma}'  have  a certain  typographical  identity,  hut  experience 
says  that  no  style  or  form  grows  better  by  old  age,  and  that  it  is  sometimes  better  to 
change  identity  than  to  wear  threadbare  a continuous  individuality. 

The  local  advertiser  needs  an  advertisement  of  good  size,  because  what  he  says  is 
of  interest  to  the  reader  as  well  as  to  him,  and  because  most  local  advertisers  are 
liberal  advertisers. 

Every-other-week  and  every-other-day  local  advertising  may  be  one  quarter  as 
valuable  as  every-week  and  every-day  advertising. 

Circulars,  catalogues,  and  other  printed  matter,  if  well  executed  and  earefully  dis- 
tributed, will  pay  the  advertiser,  but  none  of  these  can  take  the  place  of  newspaper 
advertising. 

Remember  that  advertising  does  not  sell  goods,  and  do  not  ask  advertising  to  do 
more  than  advertising  can  do. 

Depend  upon  the  advertising  as  upon  other  departments  of  the  business,  and  see  to 
it  that  there  is  a harmony  between  them  all,  that  all  may  with  equal  strength  and 
power  pull  together. 

Let  the  merchant  write  his  advertisements  himself  if  he  knows  how  to,  but  he 
should  not  do  it  unless  sure  of  himself.  Perhaps  somebody  else  is  better  adapted  to 
it  than  he  is,  and  if  he  can  find  that  man  he  should  hire  him,  and  keep  him,  and  see 
to  it  that  he  is  satisfied. 

Fully  one  half  the  departments  of  this  book  apply  directly  to  local  advertising,  and 
nearly  all  of  the  others  have  an  indirect  bearing  upon  this  class  of  publicit}^ 


The  Advertising  Agent 


“ P'or  the  economy  of  business” 


HE  farmer  raises  things.  The  manufacturer  makes  things.  Together 
they  represent  the  basis  of  trade. 

The  wholesaler  is  the  handler  of  bulk.  The  middleman  or  jobber 
distributes.  The  retailer  meets  the  consumer. 

Each  kind  of  maker  and  trader  has  his  place  in  the  economy  of  busi- 
ness, and  because  business  has  never  been  run  without  all  of  them  it  is  fair  to  assume 
that  each  one  is  a necessary  link  in  the  chain  of  business. 

Some  manufacturers  succeed  in  selling  directly  to  the  consumer,  but  there  are  so 
few  of  these  that  they  can  be  reckoned  as  exceptions,  not  as  examples. 

The  fact  that  the  bulk  of  everything  from  potatoes  to  steel  rails  is  sold  through  the 
middleman  indicates  that  goods  cannot  be  economicallv  distributed  without  distribu- 
ters. 

The  manufiicturer  has  neither  the  time  nor  the  system  to  handle  the  consumer  nor 
can  he  easily  reach  the  retailer. 

It  is  the  business  of  the  distributing  house  to  systematically,  at  the  minimum  of  ex- 
pense, supply  the  wants  of  the  retailer. 

The  middleman  is  simply  a money-saving  and  time-saving  go-between  with  the 
maker  on  the  one  side  and  the  retailer  or  the  consumer  on  the  other. 

Advertising  being  a commodity  that  has  the  same  commercial  value  as  other  articles 
of  commerce,  needs  to  have  and  does  have  its  middlemen. 

The  advertisingjobber  or  distributer  or  wholesale  dealer  in  advertising  is  misnamed' 
an  advertising  agent.  lie  is  not  an  agent  in  any  commercial  or  legal  sense,  and  no- 
body knows  why  he  should  have  been  so  titled. 

The  advertising  agent  buys  advertising  space  in  bulk  of  the  manufacturer  of  adver- 
tising, the  publisher,  and  he  jobs  and  distributes  and  sells  this  advertising  merchandise 
to  an3'body  who  will  buy  it,  and  in  lots  to  suit. 

Because  he  buys  more  advertising  space  than  an}^  one  advertiser,  with  few  excep- 
tions, can  purchase,  he  obtains  that  space  cheaper  than  does  the  advertiser. 

Like  the  commercial  jobber  or  distributer,  he  has  facilities  for  buying  and  facilities 
for  selling. 

The  advertising  agent  is  nothing  more  nor  less  than  a distributer  of  advertising. 

Some  advertisers  have  succeeded  in  placing  their  advertising  direct,  and  there  are 

352 


'I'llK  ADVERTISING  AGENT 


353 


arguments  in  favor  of  placing  a 'very  little  or  a veiy  great  amount  of  ach  ertising 
directly  with  the  publishers,  but  the  advertiser  who  expends  from  live  thousand  to 
two  huntlred  and  lifty  thousand  dollars  annually  in  adx  ertising,  generally  linds  it  eco- 
nomical and  convenient  to  do  his  business  through  a reputable  advertising  agent. 

The  purely  local  advertiser  has  little  need  of  the  advertising  agent  even  though  his 
expenditure  may  exceed  one  hundred  thousand  dollars. 

It  is  the  business  of  the  advertising  agent  to  handle  the  business  of  the  advertiser 
so  con^'enicntly  and  economically  that  there  will  be  a profit  to  himself,  the  advertiser, 
and  the  publisher. 

The  metropolitan  magazine  is  no  more  a New  York  publication  than  it  is  a Boston 
one.  Its  circulation  is  throughout  the  country,  and  as  it  must  be  printed  and  published 
somewhere  it  may  be  printed  in  New  York  for  the  sake  of  convenience. 

The  location  of  a general  publication  may  have  nothing  whatever  to  do  with  its 
advertising  value. 

Advertising  space  in  great  general  mediums  sells  at  a very  high  price  because  it  is 
worth  it. 

The  general  advertiser,  that  he  may  cover  the  country,  uses  the  great  general  me- 
diums, and  combinations  of  local  daily  and  weekly  papers.  He  desires  so  much  space 
and  circulation  just  as  he  wants  any  other  commodity,  and  it  is  his  business  to  get  the 
best  at  the  lowest  consistent  price. 

It  is  better  to  pay  a reputable  agent  a fair  price  than  to  pay  a shyster  agent  any 
price. 

The  cheap  agent  generally  does  not  pay  his  bills,  or  is  slow  in  paying  them,  and 
his  customer  invariabi}'  receives  poor  treatment  from  the  publications,  the  advertise- 
ment being  frequently  left  out  or  given  an  undesirable  position. 

The  general  publication,  and  all  other  periodicals,  have  two  prices  for  advertising. 
One  is  for  the  agent  and  the  other  is  for  the  advertiser. 

The  advertiser  sometimes  thinks  he  obtains  the  agent’s  price,  when  he  does  not, 
for  he  cannot  have  facilities  for  knowing  what  agent’s  price  is;  and  frequently  he  pays 
more  at  so-called  agent’s  price  than  the  price  a good  agent  would  ask  him. 

The  first-class  advertising  agent  knows  how  to  buy  space  better  than  does  the 
average  advertiser,  and  therefore  he  gets  more  space  for  his  money;  consequently,  he 
can  sell  that  space  to  the  advertiser  at  a little  lower  price  in  combination  than  the 
direct  price. 

The  advertising  agent  is  a money-saver  and  a convenience-giver.  He  has  the  or- 
ganization and  the  system  for  checking  advertisements  and  for  looking  after  the  details 
— an  economical  combination  which  few  advertisers  have  and  which  not  more  than  a 
very  few  can  afford  to  have. 

The  high-class  advertising  agent  can  handle  the  advertiser’s  business  to  the  advan- 
tage of  the  advertiser,  better  than  the  advertiser  can  handle  it  himself,  except  in  e.x- 
ceptional  exceptions;  and  it  generally  pays  to  use  the  advertising  agent  irrespective 
of  the  saving  in  rates. 


354 


FOWLER’S  PUBLICITY 


By  placing  business  through  a good  advertising  agent  the  advertiser  deals  with  but 
one  man,  gives  orders  to  but  one  man,  and  receives  but  one  bill,  thus  reducing  the 
detail  expense  to  the  minimum. 

In  placing  business  direct  with  the  publications  the  advertiser  must  open  a separate 
account  with  each  and  stand  the  expense  of  annoyance  and  detail. 

The  honest  advertising  agent  never  costs  the  advertiser  anything,  and  generally  he 
saves  money  for  the  advertiser. 

The  publication  has  no  objection  to  receiving  business  through  an  agent,  for  hy 
that  method  it  saves  money,  its  accounts  are  simplified,  and  there  is  no  necessit}^  of 
constantly  looking  up  credits. 

Neither  the  publication  nor  the  advertiser  pays  the  agent  an34hing.  The  agent 
makes  his  mone^'  b}^  trading. 

About  three  quarters  of  all  the  general  advertising  is  handled  by  advertising 
agents  — a fact  that  indicates  that  the  agent  is  necessary  to  the  econom}^  of  adver- 
tising. 

The  leading  advertising  agents  are  men  of  eminent  respectability  and  occupy  the 
highest  of  commercial  positions. 

There  are  in  every  city  irresponsible  agents,  men  without  capital,  honest}',  or 
ability. 

These  Shylocks  of  advertising  sometimes  bring  the  dignity  of  advertising  below 
that  of  merchandise,  and  they  are  responsible  for  the  lack  of  consideration  given  this 
necessary  commodity. 

The  number  of  questionable  agents  is  increasing. 

Men  of  failure  seem  to  think  that  neither  money  nor  training  is  necessary,  and 
rush  into  the  advertising  agency  business  because  they  have  not  succeeded  at  any- 
thins:  else. 

These  disappointed  bundles  of  self-conceit  and  feeders  upon  the  credulous,  cut 
rates  and  promise  anything  and  everything.  They  frequently  do  not  pay  the  pub- 
lisher, and  although  they  do  not  make  the  advertiser  liable  for  their  indebtedness 
their  financial  embarrassment  does  not  place  him  in  an  enviable  position. 

These  poor  agents  sometimes  make  their  money  by  paying  bills  slowly  or  not  at 
all,  and  more  often  by  attempting  to  force  the  advertiser  into  valueless  mediums  hy 
which  advertising  space  is  fraudulently  rated  at  high  figures,  and  yet  sold  for  practi- 
cally nothing. 

These  contemptible  hangers-on  frequently  take  advertising  for  reputable  mediums 
at  less  than  cost  that  they  may  win  over  a decent  agent,  and  that  they  may  inveigle 
the  advertiser  later  on  into  publications  which  may  pay  the  agent  seventy-five  per 
cent,  profit. 

The  first-class  advertising  agent  never  forgets  himself,  and  he  does  not  forget  his 
customer.  He  knows  that  to  make  money  for  himself  he  must  make  money  for  the 
advertiser.  lie  suggests,  but  never  insists  upon  any  medium.  He  studies  the  firm’s 
necessity  carefully,  and  if  asked  to  do  so,  he  presents  a list  calculated  to  be  of  mutual 


THE  Ai)VKiTrisiN(;  A(;ent 


355 


prolit.  lie  does  not  run  in  ;i  lot  of  tluniiny  publieations,  and  b}’  lyin^  about  them 
have  tliem  added  to  the  list. 

'The  publie  is  warned  against  all  ad\'ertisin<^  aij^ents  who  do  not  possess  an  umpies- 
tionable  reeord  of  honesty. 

The  advertiser  should  beware  of  the  agent  who  has  a jiet  medium  whieh  he  is  i'or- 
cver  erowding  upon  the  advertiser. 

Tlie  honorable  advertising  agent  cares  no  more  about  one  medium  than  he  does 
about  another.  1 le  estimates  all  mediums  according  to  their  intrinsic  value  to  the 
advertiser,  and  advises  the  advertiser  to  use  only  those  that  he  is  reasonably  sure  will 
pay  him  to  use. 

Some  agents  prefer  not  to  give  prices  for  each  individual  publication,  and  to  present 
lump  sum  figures. 

The  lump  sum  or  aggregate  tigure  is  perfectly  legitimate,  because  the  agent  may 
receive  a contidential  rate  from  the  publisher  whieh  might  be  revealed  if  individual 
figures  were  given. 

It  is  none  of  the  advertiser's  business  what  the  agent  pays  for  space.  It  is  decidedly 
his  business  what  he  has  to  pay  for  it. 

If  the  publisher  is  fool  enough  to  give  the  agent  his  space,  so  much  the  better  for  the 
agent.  It  is  simpl}"  the  advertiser’s  business  to  buy  it  as  cheaply  as  he  can,  provided 
he  bu3-s  of  a reputable  seller. 

The  advertising  agent  who  is  doing  business  for  less  than  ten  per  cent,  is  not  mak- 
ing money,  and  is  placing  advertising  for  recreative  purposes  only,  or  with  future 
designs  upon  the  customer’s  pocketbook. 

The  judgment  of  the  first-class  advertising  agent,  biased  though  he  may  be,  is  infi- 
nitely better  than  the  judgment  of  the  majority  of  advertisers. 

It  is  safer  to  follow  the  biased  man  who  knows  than  the  unbiased  man  who  does 
not  know. 

The  successful  advertiser  uses  his  own  judgment  and  the  judgment  of  the  advertis- 
ing agent,  combining  the  two  for  the  better  conduct  of  his  advertising. 

The  srood  advertisinsr  a^rent  is  an  advertisincr  necessitv. 

The  bad  advertising  agent  is  no  worse  than  any  other  bad  jobber. 

The  advei'tiser  has  simply  to  buy  his  advertising  as  he  does  any  other  commodity, 
and  to  use  middlemen  if  it  will  pay  him  to  do  so,  and  to  get  along  without  them  if  he 
finds  it  is  better  for  him  to  do  so. 

The  shrewd  advertiser  figures  it  out  both  ways,  and  general!}^  closes  with  the 
agent. 


Advertising  Solicitors 

“ Who’ll  buy  my  publicity  ” 


OMETIIING  to  sell  must  have  somebody  to  sell  it. 

The  advertising  solicitor  is  not  an  advertising  agent.  He  is  simply 
a seller  of  advertising  space  and  of  advertising  matter. 

Advertising  can  no  more  be  sold  without  salesmen  than  any  other 
I merchandise  or  commodity  can  be  sold. 

Theoretically  the  advertising  solicitor  is  of  no  use,  and  neither  is  the  drummer  or 
commercial  traveler  or  any  other  salesman  or  saleswoman,  because  if  people  knew 
what  they  ought  to  have,  and  did  not  need  to  be  told  what  they  ought  to  buy,  goods 
would  be  sold  by  sample  and  described  by  lecturers.  The  only  clerks  would  be 
order  clerks,  mere  human  dummies  and  order  receptacles. 

Because  half  the  men  who  cannot  sell  anything  else,  and  really  cannot  sell  adver- 
tising either,  and  have  made  a failure  of  ever3’thing,  think  that  they  can  sell  advertis- 
ing, and  in  tiying  to  do  so  make  a nuisance  of  themselves,  is  no  reason  wh}'  the 
respectability  of  the  craft  should  be  lowered  in  the  e3’es  of  the  advertiser. 

There  is  not  a more  dignified  business,  nor  one  requiring  greater  knowledge  of  men 
and  things  or  education  and  experience,  than  that  of  the  first-class  seller  of  advertis- 
ing. He  must  be  a gentleman  for  he  generally  meets  gentlemen. 

The  high-grade  advertising  solicitor,  whether  or  not  he  sells  high-grade  advertising, 
is  a business  general,  tie  is  obliged  to  win  on  the  battle  field  of  trade  by  marching 
and  countermarching  and  by  planning  his  attacks  with  the  keen  mind  and  mental 
activity  of  the  military  man  on  the  field  of  war  and  strategy. 

The  advertising  man  must  be  more  than  a drummer,  for  the  drummer  has  only  one 
line  to  sell,  and  can  focus  his  experience  into  the  narrowness  of  singleness.  The  ad- 
vertising solicitor  may  have  but  one  thing  to  sell,  but  he  has  to  sell  that  thing  to  every 
class  of  manufacturer  and  dealer,  and  therefore  he  must  not  only  adapt  his  argument, 
as  the  ordinary  drummer  does,  to  the  character  of  the  buyer,  but  he  must  adapt  it  to 
the  condition  of  the  advertiser’s  trade,  to  an  extent  not  necessary  when  selling  other 
commodities. 

The  commercial  traveler  selling  boots,  sells  only  to  boot  men,  but  the  advertising 
solicitor  selling  advertising,  sells  to  everybody. 

The  advertiser  himself,  if  he  attends  to  his  advertising,  and  the  advertising  man- 
ager, make  a great  mistake  when  thc}^  positi\'cly  refuse  to  see  advertising  men. 

356 


A I )\'  ic  R IS  I NG  s ( ) L I c rr( ) i< s 


357 


The  juK  ortiscr  may  (Icsi^natc  a ccrlain  time  cacli  day,  or  a certain  day  each  week, 
for  attention  to  ad\  ertisini>'  solicitors,  and  he  may  refuse  t(;  see  them  at  any  other  time, 
but  he  should  not  refuse  to  see  them  all  of  the  time. 

The  ]')rooTessi\  e advertising’  solicitor  is  a sort  of  spongy  will-o’-the-wisp.  He  ^oes 
everywhere,  lie  sees  ever\'body.  He  absorbs  information.  He  can  tell  things  one 
does  not  know,  lie  can  suggest.  lie  is  a mine  of  information,  lie  is  worth  digging 
into. 

The  advertiser  sells  his  goods  by  advertising  and  by  traveling  men,  and  he  demands 
that  his  sellers  be  received  with  respect,  and  he  resents  aii}^  insult  given  his  represent- 
atives. As  he  demands  recognition  for  his  own  men,  so  must  he  give  the  same 
courtesy  to  the  rcpresentati\’es  of  other  men. 

If  the  advertising  solicitor  is  not  a gentleman,  he  should  not  be  given  more  than 
momentary  audience;  but  if  he  comes  into  the  office  as  a man,  no  decent  man  refuses 
to  treat  him  as  a man. 

The  good  advertising  solicitor  never  intrudes.  If  he  finds  the  business  man  is  busy, 
he  cuts  his  business  short  and  calls  again. 

The  good  solicitor  is  never  objectionably  persistent,  and  he  should  be  treated  as 
other  salesmen  are  treated,  and  even  better,  for  if  he  is  suecessful  at  it  he  has  more 
than  ordinary  ability. 

It  is  the  business  of  the  advertiser  to  ask  leading  and  speeial  questions  that  he 
ma}’  be  thoroughly  familiar  with  what  he  is  offered,  and  the  volume  of  it.  He 
should  demand  a statement  of  faets,  and  if  he  has  reason  to  doubt  that  statement, 
he  should  request  proof,  just  as  he  would  test  the  quality  of  tea  or  the  durability  of 
steel. 

The  advertiser  should  close  the  interview  with  any  advertising  solicitor  who  does 
not  answer  reasonable  questions  promptly  and  refuses  to  verify  his  statements,  unless 
he  can  give  a sensible  reason  for  not  verifying  them. 

The  first-elass  medium  has  nothing  to  coneeal,  and  does  not  require  its  advertising 
men  to  withhold  anything. 

The  advertising  solicitor  for  a good  medium  presents  his  advertising  space  as  mer- 
chandise, and  sells  it  by  its  quality  and  its  quantity. 

‘Any  evasion  of  any  reasonable  question  asked  should  be  considered  by  the  adver- 
tiser as  a sufficient  reason  for  dropping  the  medium  in  question. 

If  the  publication  will  not  state  circulation,  the  advertiser  should  demand  the  rea- 
son for  its  refusal,  and  that  reason  must  be  more  than  ordinarily  reasonable  for  the 
advertiser’s  acceptanee.  In  nine  hundred  and  ninetv-nine  eases  out  of  a thousand,  the 
real  reason  for  not  quoting  circulation  is  lack  of  circulation,  and  solicitors  are  in- 
structed, if  cornered,  to  talk  reputation  and  quality. 

Treat  the  advertising  solicitor  as  a business  man  and  as  the  salesman  of  a neces- 
sity. Ask  him  business  questions  and  demand  from  him  business  answers.  He  has 
something  to  sell.  Make  him  tell  what  he  has  to  sell.  Buy  of  him  if  he  can  prove 
that  what  he  has  to  sell  is  worth  the  price  he  asks  for  it. 


Circulation 


“ The  more  there  is  of  a good  thing  the  more  good  there  is  to  it  ” 


UANTITY  is  well-nigh  valueless  without  quality,  and  quality  amounts 
to  nothing  without  quantit3\ 

The  good  of  all  good  is  in  the  good  it  does,  and  the  best  of  good  is 
good  less  if  nobody  knows  anything  about  it. 

The  value  of  quality  is  in  the  use  of  quality,  and  the  use  of  quality 
is  reckoned  by  the  quantity  or  circulation  of  it. 

(!^iality  of  circulation  cannot  be  considered  without  considering  its  quantity,  nor 
can  quantity  of  circulation  be  of  value  without  some  amount  of  quality. 

There  must  be  circulation. 

There  should  be  character  of  circulation. 

The  advertising  value  of  the  highest  class  periodical  on  the  thickest  and  the 
smoothest  paper,  with  the  most  elegant  illustrations,  and  of  high  literary  tone,  is 
practically  worthless  if  nobody  reads  it  and  nobody  sees  it. 

Qviality  stamps  the  character,  and  the  circulation  of  that  quality  gives  advertising 
value. 

A good  publication  with  a thousand  readers  may  be  a better  advertising  medium 
than  a poor  publication  with  ten  thousand  readers,  but  a poor  publication  with  a 
single  reader  is  better  for  the  advertiser  than  a readerless  publication  of  qualit}'. 

The  better  the  periodical,  or  rather,  the  closer  the  adaptation  of  the  goods  advertised 
to  the  readers,  the  more  its  advertising  space  is  worth  per  copy. 

The  publication  without  both  quality  and  quantity  of  circulation  cannot  be  a good 
advertising  medium. 

Beware  of  the  man  who  has  only  quality  for  sale. 

Look  out  for  the  man  who  has  only  quantity  for  sale. 

Ten  cents  per  line  by  the  year  in  a paper  of  a thousand  circulation  is  pretty  dear 
advertising  even  if  the  journal  is  printed  on  satin  and  bound  in  morocco. 

Ten  cents  a line  may  be  too  much  for  the  paper  with  twent}^  or  even  fifty  thousand 
circulation  if  the  readers  are  not  buyers. 

The  rich  are  in  the  minority. 

The  wealthy  cannot  sleep  in  more  than  one  bed  at  a time,  nor  eat  with  more  than 
one  spoon  at  once,  nor  wear  more  than  one  suit  of  clothes  at  a wearing,  and  lor  their 
money  they  are  smaller  buyers  proportionately  than  men  ot'  only  moderate  incomes. 

35S 


CIRCULATION 


359 


The  blue-blooded  li\  e la  feudal  houses,  d'hey  build  fenees  around  their  homes. 
They  think  they  are  better  than  others  because  they  are  too  la/.y  to  find  out  that  others 
are  better  than  they  are.  ddie}'’  are  intelligent  in  i<^norancc,  great  in  sell-conceit,  and 
valuable  principally  to  themselves.  They  do  not  count  in  advertising  because  they  are 
of  no  account. 

Rich  goods  arc  not  al\va3’s  sold  to  the  rich.  Velvet  and  solid  mahogany,  heavy 
silverware,  and  costly  feathers,  and  other  things  of  luxuiy  arc  sold  to  the  people. 

The  great  middle  class  buys  everything. 

Folks  in  moderate  circumstances  bu}'  more  goods  than  the  wealthy  because  there 
arc  ten  thousand  of  them  to  one  prince  of  money. 

The  great  middle  class  has  made  every  town  what  it  is,  has  built  the  houses  and 
the  stores,  has  tilled  the  churches,  has  created  the  schools,  and  has  made  life  worth 
living.  To  this  class  belong  the  origin  and  maintenance  of  life,  and  upon  its  children 
rest  the  future  of  every  nation  under  the  sun.  These  people  are  the  earners  and  dis- 
tributers of  money,  and  not  the  hoarders  of  useless  wealth. 

The  advertiser  who  reaches  the  middle  class,  whether  he  sells  gold  or  coal,  is  the 
advertiser  who  is  going  to  do  the  most  business. 

There  are  publications  that  pretend  to  be  high  toned  because  their  proprietors 
have  not  the  ability  to  be  aiything  else.  Their  circulations  are  small  because  they 
cannot  be  large. 

The  cheap,  vulgar  sheet,  the  filth-spreader,  or  the  paper  of  the  gutter,  ma^"  have  an 
immense  circulation,  but  it  is  confined  to  people  without  money, — irresponsible 
transients,  folks  who  read  without  confidence  in  themselves  or  confidence  in  their 
paper.  This  paper  has  only  quantity. 

The  illegitimate  publication,  the  paper  or  magazine  catering  to  the  vulgar  and  licen- 
tious, cannot  be  of  any  use  to  the  advertiser  unless  he  sells  goods  on  a level  with 
its  readers. 

The  advertiser  of  respectability  should  nev'er  consider  the  filth}"  or  over-sensational 
periodical,  but  he  should  realize  that  decent  sensationalism  does  not  outrage  respecta- 
bility. 

The  o\"er-conservative  publication,  the  one  that  was  deceased  years  ago,  but  was 
too  tired  to  attend  its  own  funeral,  and  the  periodical  that  is  running  by  the  reputa- 
tion that  has  passed,  are  worth  something,  but  not  much. 

Better  have  good-sized  advertisements  in  a few  representative  publications  than  to 
spread  the  appropriation  among  the  papers  of  doubt. 

The  a\"erage  country  weekly,  in  a town  of  not  more  than  three  thousand  popu- 
lation, has  a circulation  of  fi\"e  hundred  to  a thousand;  and  where  the  population 
reaches  the  ten  thousand  mark  the  circulation  may  be  as  high  as  fi\"e  thousand,  if  there 
is  a rich  surrounding  territory. 

Country  dailies  have  a circulation  of  from  four  hundred  to  two  thousand,  the  aver- 
age being  about  eight  hundred. 

Local  newspapers,  in  cities  of  from  twenty-fi\"e  to  fifty  thousand  inhabitants,  fre- 


360 


FOWLER’S  PUBLICITY 


quently  can  claim  a circulation  of  from  two  to  ten  thousand;  and  in  cities  of  one  hun- 
dred thousand  population  the  circulation  may  exceed  twenty-five  thousand,  with  an 
average  of  about  six  thousand. 

Newspapers  in  the  larger  cities  often  run  their  circulations  from  two  to  three  times 
above  the  fifty  thousand  point.  There  are  probably  a dozen  dailies  with  a circulation 
of  two  hundred  thousand,  and  perhaps  two  or  three  with  a circulation  of  more  than  three 
hundred  thousand. 

One  hundred  thousand  is  a paying  circulation  for  both  publisher  and  advertiser. 

The  family  publication  and  the  great  magazine  have  circulations  var^dng  from 
twenty-five  thousand  to  three  quarters  of  a million,  the  latter  figure  being  reached  by 
not  more  than  two  or  three  publications  in  this  country,  and  two  or  three  in  the  bal- 
ance of  the  world. 

Comparatively  few  high-grade  magazines  exceed  one  hundred  thousand  circulation. 

The  woman’s  publication  averages  from  five  thousand  to  half  a million,  but  there 
are  not  more  than  two  or  three  reaching  the  latter  figure. 

The  small  religious  paper  has  a circulation  of  from  three  to  four  thousand,  and  the 
great  religious  paper  can  prove  a circulation  of  from  twenty  to  one  hundred  and  fifty 
thousand. 

Agricultural  papers  average  from  ten  to  one  hundred  thousand  circulation. 

Trade  papers  have  a circulation  of  from  one  to  twenty  thousand,  the  average  cir- 
culation being  about  twenty-five  hundred.  In  justice  to  trade  papers  it  should  be  said 
that  little  of  their  circulation  is  wasted,  every  copy  reaching  a probable  buyer. 

Advertising  space  is  merchandise,  and  its  value  must  be  reckoned  by  the  quality  of 
its  surroundings,  and  the  extent  of  its  field. 

The  advertiser  has  a right  to  know  the  circulation  of  every  publication  he  adver- 
tises in,  and  the  successful  advertiser  always  does. 

No  man  of  sense  would  buy  watches  by  the  barrel,  or  shoes  by  the  bag.  lie  de- 
mands a count,  and  pays  only  for  what  he  receives. 

The  advertiser  has  a right  not  only  to  demand  a statement  of  circulation  but  to  in- 
sist upon  the  proof  of  it. 

Ninety-nine  per  cent,  of  the  publishers  who  refuse  to  state  and  prove  circulation  do 
so  because  they  have  little  circulation. 

There  never  was  a publisher  that  could  show  a large  circulation  who  was  ashamed 
of  it. 

Common  law  does  not  compel  the  publisher  to  state  his  circulation,  but  the  law  ot 
sense  will  not  allow  the  advertiser  to  buy  his  advertising  uncounted  and  unaccounted 
for. 

The  personal  circulation  of  the  silver-tongued  solicitor  of  the  gilt-edged  paper  that 
is  all  edge,  is  worth  nothing  to  the  advertiser,  unless  the  advertiser  can  buy  advertis- 
ing space  on  the  cheek  of  the  solicitor. 

The  solicitor  does  not  have  himself  for  sale;  and  as  long  as  the  advertising  space 
is  in  the  paper  he  represents,  the  paper,  not  the  solicitor,  should  be  considered. 


CIRCULATION 


361 

There  is  just  as  imicii  sense  in  eatehin<^  the  snialIi:)ox  out  of  sympathy  for  a friend 
as  there  is  in  advertisin*;-  in  a paper  beeause  the  editor,  the  publisher,  or  the  agent  is 
a jiersonal  friend. 

Ask  the  jnddisher  what  the  cireulation  is,  and  if  it  is  not  reasonable  to  believe  his 
statement,  ask  him  to  prove  it.  If  he  refuses,  drop  him  and  his  paper.  He  is  un- 
worthy of  respeet,  and  has  no  right  to  the  advertiser’s  money. 

There  may  be  reason  in  the  refusal  of  the  daily  paper  and  the  country  weekly  to 
make  eireulation  statements,  where  competing  publications  arc  run  by  the  lies  of 
their  publishers,  and  where  the  honest  publisher  by  telling  the  truth  lalls  much  be- 
low the  false  position  of  his  rivals. 

Proof  of  circulation  may  not  always  be  necessary  from  local  publishers,  for  the 
advertiser,  by  his  own  observation  and  by  the  exercise  of  his  own  judgment,  can 
reckon  the  circulation  of  the  papers  himself.  lie  lives  where  the  papers  live,  and 
knows  where  the}’  go,  and  a little  effort  will  enable  him  to  intelligently  figure  out 
their  relative  circulation. 

Without  going  to  expensive  trouble,  the  advertiser  cannot  determine  the  circulation 
of  general  publications,  and  for  that  reason  he  should  demand  statements,  and  proof 
when  in  doubt. 

No  sensible  general  advertiser  can  advertise  in  a publication  of  unknown  circula- 
tion. He  has  a right  to  assume  that  the  only  reason  why  the  publisher  refuses  to 
state  circulation  and  to  give  proof  is  because  of  lack  of  circulation. 

If  these  publications  of  doubtful  circulation  were  the  only  ones  in  the  field,  the 
advertiser  would  have  to  use  them,  but  as  long  as  none  of  them  enjoy  a monopoly, 
and  there  is  plenty  of  good  quality  and  proven  quantity,  the  advertiser  is  safer  and 
better  off  to  refuse  to  deal  with  any  publication  which  will  not  tell  what  it  has  to 
sell. 

Business  economy,  common  sense,  money  saving,  and  money  making,  and  the 
principles  of  fairness,  equity,  and  honesty  demand  that  the  advertiser  discourage  cir- 
culation dishonesty  by  lack  of  patronage;  and  he  has  a right  to  assume  that  any  gen- 
eral publication  which  will  not  state  and  prove  circulation  does  not  do  so  because  it 
knows  it  could  not  sell  its  advertising  space  for  the  price  asked  if  the  truth  were 
known. 

Let  the  writer  talk  by  parable,  and  tell  a frivolous  stor}’;  and  let  the  reader  pause 
before  he  smiles,  and  realize  how  sensible  this  nonsense  is  compared  with  the  idiotic 
dishonesty  and  policy  of  a publisher  of  alleged  respectability. 

Not  many  thousand  miles  away  from  New  York’s  City  Hall,  for  many  years  has 
stood  a publishing  house  that  people  have  called  great.  The  owners  are  rich,  and 
live  in  luxury.  One  of  them  lives  in  a big  up-town  house,  and  a butler  sees  all 
comers.  By  the  back  door  of  this  palace  for  many  a year  has  daily  driven  a ragged 
banana  seller,  with  rickety  cart  and  spavined  horse. 

“ Buy  my  bananas,”  cries  he  to  the  brass-buttoned  butler,  and  the  butler  answers 
“ Flow  much?  ” Fifteen  dollars  for  the  lot,”  replies  the  vender.  ‘‘  How  many  in  the 


362 


FOWLER’S  PUBLICITY 


lot ?”  inquires  the  butler.  “None  of  your  business !”  exclaims  the  vender.  “But 
I cannot  buy  bananas  that  way,”  says  the  butler,  “ I must  know  how  many  there  are 
and  what  they  look  like.”  “Here  is  one,”  says  the  vender,  “ and  just  look  at  the 
quality  of  it,  and  all  the  other  bananas  are  just  like  it.”  “I  don’t  doubt  it,”  retorts 
the  butler,  “ but  how  many  are  just  like  it?  ” And  the  vender  replies  in  the  language 
of  a letter  from  this  great  publishing  house,  written  in  reply  to  an  advertiser  who  was 
impudent  enough  to  ask  a statement  of  circulation.  “ I make  no  statement  as  to  the 
number  of  bananas  in  my  cart,  the  reputation  of  them  being  too  well  known  to  make  it 
necessary  for  me  to  enter  into  numerical  competition.  I would  remind  you,  however, 
of  the  fact  that  you  doubtless  know  as  well  as  I do  myself,  that  in  buying  bananas  the 
quantity  of  the  bananas  is  only  one  factor  in  their  value,  the  quality  being  quite,  if 
not  more,  important.”  And  the  butler  entered  the  house,  and  on  his  master’s  desk 
he  found  many  letters  to  advertisers,  and  he  saw  that  the  argument  of  circulation 
presented  by  the  publisher  was  the  same  as  the  argument  given  by  the  banana  man, 
and  he  bought  the  lot,  and  paid  for  them,  and  when  his  master  returned  he  told  him 
of  his  trade,  and  smiled  in  anticipation  of  his  master’s  approving  smile;  but  his 
master  rose  up  in  his  wrath,  and  smote  the  butler  hip  and  thigh,  and  kicked  him  into 
the  street,  because  the  butler  followed  the  business  principles  of  his  master,  and  did 
for  his  master  what  his  master  did  for  others. 

The  refusal  to  state  circulation  except  in  the  case  of  local  newspapers,  is,  the 
writer  believes,  evidence  of  intentional  fraud,  and  the  publisher  is  not 

entitled  to  the  support  of  any  respectable  business  man  or  advertiser;  and  any  excuse 
otf'ered  by  the  drummer  and  runner  simply  begs  the  question,  and  is  an  attempt  on 
the  part  of  the  solicitor  to  trade  his  persuasiveness  in  lieu  of  advertising  value. 

The  time  has  arrived  for  the  business  man  and  advertiser  to  buy  his  advertising 
as  he  buys  other  merchandise,  and  no  man  of  common  sense  can  see  any  reason  why 
advertising  should  be  purchased  by  the  bag  without  knowing  the  size  of  the  bag  when 
that  method  of  buying  anything  else  would  land  every  buyer  in  the  poorhouse  and 
keep  him  there. 

The  writer’s  respect  for  advertising,  his  slight  knowledge  of  its  value,  and  his  little 
experience,  force  him  to  throw  the  weight  or  lightness  of  his  influence  against  all 
general  publications,  be  they  vulgar  or  refined,  be  they  published  by  charlatans  or 
by  moneyed  respectabilit}',  which  do  not  tell  the  advertiser  what  they  have  to  sell, 
and  which  do  not  refuse  to  make  their  money  by  methods  which  they  would  be  im- 
prisoned for  in  the  East  and  hung  for  in  the  West. 

Honesty  begets  honesty,  and  dishonesty  begets  dishonesty;  and  the  honest  adver- 
tiser must  advertise  in  honest  publications  and  must  refuse  to  encourage  the  publica- 
tions of  doubt,  even  though  they  may  be  published  in  giant  buildings  and  oflicered  by 
Knickerbockers. 


Rates 


“A  good  thing  is  worth  a good  price  in  any  market” 

is  not  SO  much  how  much  you  pay,  it  is  what  you  get  for  what  you 

P‘iy- 

Five  cents  a line  may  be  five  times  as  high  as  fifty  cents  a line. 

There  is  no  arbitrary  rule  for  regulating  advertising  rates. 

Each  publication  gets  all  it  can.  It  would  be  unbusinesslike  for  it  to 
ask  less  than  it  can  conveniently  obtain. 

The  successful  publisher  has  originally  experimented  with  his  rates,  and  by  that 
means  has  reached  an  established  rate. 

No  publisher  can  set  the  rate  for  another. 

Advertising  rates  cannot  be  determined  by  circulation  alone. 

Advertising  rates  cannot  be  maintained  by  qualit}’  alone. 

The  publisher  gets  all  he  can,  and  the  advertiser  wants  all  he  can  get. 

It  is  the  advertiser’s  business  not  to  consider  how  high  the  rate  is  but  how  much 
the  advertising  space  is  worth  to  him. 

If  one  periodical  asks  four  times  as  much  as  another,  the  rate  may  be  only  apparently 
exorbitant,  and  very  likely  is  low,  conditions  considered,  as  compared  with  the  appar- 
ently very  small  price  asked  by  mediums  of  very  small  circulation  and  mediums  of 
doubt. 

The  advertising  rate  is  a merchandise  price,  and  must  be  so  considered.  If  that 
merchandise  is  worth  its  price  to  the  advertiser,  the  advertiser  should  buy  it,  and  if  it 
is  not  worth  its  price  the  advertiser  is  foolish  to  buy  it,  no  matter  how  low  its  price 
may  be. 

If  the  medium  is  not  a good  medium,  an}'  rate  is  too  high. 

It  is  necessary  for  the  advertiser  to  buy  an  amount  of  space-merchandise,  and  it  is 
his  business  to  buy  as  much  as  he  needs,  and  pay  for  it  at  a price  consistent  with 
profit  to  himself. 

If  two  papers  of  equal  value  have  ditferent  rates,  the  advertiser,  if  he  can  get  along 
with  one,  buys  the  cheaper. 

Advertising  rates  have  been  considered  in  an  unbusinesslike  way  and  not  as  prices 
of  merchandise. 

If  it  is  necessary  for  a business  man  to  buy  a thousand  organs  a day,  he  will  buy 
those  organs  at  one  place  if  the  price  is  right,  and  that  place  has  a sufficient  supply. 


363 


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FOWLER’S  PUBLICITY 


II  e will  buy  at  several  plaees  if  it  is  necessary.  If  he  can  buy  all  the  space  he  needs 
in  one  publication,  and  save  money  by  doing  so,  he  will  do  so.  If  he  finds  it  better 
to  buy  the  space  in  several  publications,  because  he  cannot  cover  the  ground  with 
any  one  periodical,  he  will  buy  space  in  as  many  publications  as  he  needs. 

If  the  advertising  space  in  a certain  publication  is  essential  to  the  making  of  the 
advertiser’s  profit,  the  advertiser  must  buy  that  space  no  matter  what  the  rate  may  be, 
if  the  rate  is  not  so  high  that  the  space  is  not  worth  its  price  to  the  advertiser.  The 
rate  may  seem  exorbitant,  and  it  may  be  out  of  proportion,  but  that  makes  no  differ- 
ence to  the  advertiser,  so  long  as  it  is  worth  it  to  him  and  he  cannot  get  it  for  less. 

Space  in  an}^  periodical  is  a sort  of  patented  commodity,  and  if  it  is  good  for  any- 
thing it  cannot  be  purchased  for  less  than  the  patentee’s  price,  and  that  price  may  be 
based  on  intrinsic  value  and  it  may  have  added  to  it  the  royalty  of  exclusiveness.  It 
is  simply  worth  buying  if  it  is  worth  buying,  and  it  is  not  worth  buying  if  it  is  not 
worth  buying. 

The  publication  without  circulation  bases  its  advertising  rates  on  its  conservative 
quality.  The  publisher  has  very  little  to  sell  and  therefore  is  unwilling  to  pass  an 
examination,  and  as  what  he  has  for  sale  is  worth  very  little,  he  tries  to  make  people 
believe  it  is  worth  a great  deal,  by  charging  a great  deal  for  it. 

Ninety  per  cent,  of  the  conservative  and  dignified  talk  and  the  exalted  uncompeti- 
tive positions  taken  by  publishers  as  a basis  for  fixing  their  advertising  rates  is  the 
most  contemptible  and  dishonest  species  of  business  bluff. 

Qiiality  of  circulation  and  quantity  of  circulation  give  advertising  value,  and  equable 
advertising  rates  are  based  upon  both  of  these  conditions. 

The  paper  with  circulation  may  not  be  a good  advertising  medium,  but  the  paper 
without  circulation,  even  if  printed  upon  parchment,  has  no  basis  ot  advertising  rate, 
for  it  has  nothing  to  sell. 

The  advertising  price,  from  the  advertiser’s  standpoint,  must  be  regulated  wholh’ 
by  the  value  of  the  space  to  the  advertiser. 

The  value  of  the  space  to  some  other  advertiser  has  nothing  to  do  with  the  ques- 
tion. 

The  fact  that  the  advertising  solicitor  or  the  publisher  is  the  advertiser’s  friend 
should  never  be  considered.  The  publisher  ol  any  publication  worth  advertising  in 
is  never  an  object  of  charity,  and  consideration  for  his  personality  is  a personal  insult 
to  him. 

There  may  be  no  safe  rule  to  follow,  but  generally  the  publication  that  charges  the 
most  for  its  space  has  the  space  that  is  worth  the  most. 

It  is  unbusinesslike  as  well  as  unprofitable  to  purchase  unnecessary  material  because 
it  is  cheap,  and  he  who  does  so  is  as  foolish  as  the  woman  who  bought  a second 
hand  doorplate  in  anticipation  of  her  marriage  with  a not  3’ct  selected  man  on  the 
assumption  that  her  ma3^-be-born  child  would  be  a daughter  who  would  marr3’ a man 
named  after  the  plate,  and  3’et  half  the  first-class  business  men  bu3'  hall  their  adver- 
tising space  because  the3^  can  get  it  at  half  price. 


RATIOS 


3<J5 

Hall  price  aclvcrtisini;’  sjxice  may  cost  ten  times  a prolUablc  price, 

'Fhe  ach'crtisiii*;' solicitor  sometimes  sells  a certain  number  ol  cubic  inches  of  wind, 
siiuid}’  because  his  wind  has  a bigger  circulation  than  the  medium  he  represents. 

Man}-  an  advertiser  refuses  to  pay  fifty  dollars  for  an  advertisement  in  a great  pub- 
lication of  circulation  and  yet  distributes  fifty  dollars  among  ten  publieations  of  little 
circulation. 

A ton  of  coal  is  a ton  of  coal,  but  a ton  of  bricks  is  not  worth  as  much  as  a ton  of 
gold,  and  yet  it  would  seem  that  a large  proportion  of  the  advertisers  reckon  the 
value  of  their  advertising  space  on  the  basis  that  a ton  is  a ton  no  matter  what  it  is  a 
ton  of. 

The  reader  of  this  page  very  likely  is  guilty,  but  he  thinks  the  man  next  door  is  the 
fellow,  and  he  goes  on  paying  a fair  price  for  nothing  and  refusing  to  pay  a good  price 
for  something. 

Some  dail}'  papers,  and  some  publications  of  general  circulation,  have  brought  the 
advertising  rate  down  as  low  as  one  sixth  of  a cent  per  line  per  thousand.  Their 
space,  if  the  papers  are  of  decent  character,  is  worth  more  than  that,  but  so  long  as 
they  will  sell  it  at  that  rate  the  advertiser  has  no  reason  to  find  fault. 

The  advertising  space  in  a conservative  daily  of  solid  circulation  is  worth  more  per 
copy  than  space  in  any  publication  of  a cheap  sensational  character,  but  there  is  no 
sense  in  paying  a conservative  daily  with  limited  circulation  six  times  as  much  pro- 
portionately as  that  asked  by  a popular  newspaper. 

The  fair  rate  for  advertising  in  local  weekly  papers  ranges  from  three  to  six  cents 
per  line  per  time  for  transient  advertisements,  and  considerably  less  on  yearl}-  con- 
tracts. 

A column  is  an  indefinite  article.  It  may  stand  for  fifteen  inches  of  space,  and  it 
may  mean  thirt3v 

A column  of  twenty  inches  in  a country  weekly  is  worth  from  one  hundred  to  three 
hundred  dollars  a \’ear  on  regular  yearly  column  contracts,  and  less  space  is  worth  a 
little  more  proportionately. 

The  rate  rule  of  a cent  a line  per  thousand  circulation  can  onl}"  be  applied  to  papers 
of  large  circulation  and  cannot  be  accepted  by  the  local  publisher  except  on  long-time 
contracts. 

The  space  in  a local  country  daily  newspaper  is  worth  about  four  times  as  much 
per  week  as  is  the  same  space  in  a local  weekl}',  circulation  and  quality  of  conditions 
corresponding. 

Publications  of  general  circulation  seldom  ask  more  than  one  cent  a line  per  thou- 
sand circulation,  and  if  it  were  possible  to  establish  a rate,  this  rate  would  be  about 
right,  although  famih'  papers  of  enormous  circulation  frequently  sell  their  space  for  a 
ver}'  much  lower  price. 

Advertising  space  is  merchandise,  and  its  rate  should  be  as  much  established  as  that 
of  other  commodities,  subject  to  the  same  fluctuation  and  discounts  of  trade. 

Because  a few  publishers  have  no  respect  for  advertising  space,  and  are  willing  to 


366 


fowlp:r’s  publicity 


sell  it  ibr  anything  they  ean  get,  does  not  justify  the  advertiser  in  consideri  ng  all  ad- 
vertising as  an  indefinite  article  to  be  purchased  by  horse  jockey  barter. 

The  publisher  who  sticks  to  his  rates  is  generally  the  publisher  who  has  something 
to  stick  to. 

The  publisher  who  knows  his  advertising  space  is  worth  what  he  asks  for  it  never 
sells  it  for  less  than  its  price. 

The  popular  idea  that  every  publisher  is  glad  to  fill  up  his  space  at  almost  any 
price,  even  though  advertising  may  be  dull,  is  as  absurd  as  the  assumption  that  the 
clothing  man  will  give  away  overcoats  because  he  overstocked  with  them,  or  because 
they  sell  hard. 

There  is  little  excuse  for  cutting  advertising  rates  when  it  is  difficult  to  obtain  ad- 
vertising, because  advertising  space  is  not  like  overstock,  and  therefore  is  not  subject 
to  bargain  counter  discount. 

The  publisher  who  does  not  consider  his  advertising  space  a part  of  his  merchan- 
dise, and  does  not  so  respect  it,  and  does  not  protect  it,  is  either  a fool  or  knows  his 
space  is  not  worth  protecting,  and  in  either  case  the  advertiser  had  better  have  nothing 
to  do  with  him. 

Beware  of  the  rate-cutting  publisher. 

The  advertiser  must  consider  how  many  people  he  desires  to  reach,  how  many 
people  the  medium  will  reach,  and  how  much  it  is  worth  to  reach  these  people,  and 
if  the  price  is  right,  he  buys  the  space. 

The  periodical  from  an  advertising  point  of  view  is  simply  a messenger  carr^■ing 
the  announcement  of  the  advertiser  into  the  homes  of  the  readers  and  buyers.  For 
this  service  the  publication  charges  so  much  money,  and  it  is  the  business  of  the  ad- 
vertiser to  determine  whether  or  not  he  can  get  his  money’s  worth. 

It  is  simply  a question  of  how  man}^  are  going  to  be  circulated,  and  to  whom  are 
they  going,  the  one  condition  being  worthless  without  the  other,  and  the  price  con- 
sistent with  profit. 

Qiiality  of  circulation  acts  as  a governor  for  keeping  quantity  of  circulation  from 
making  the  rate  too  high,  and  quantity  of  circulation  prevents  quality  from  obtaining 
an  exorbitant  price. 

All  advertising  rates  must  be  founded  upon  quantity  and  quality  of  circulation,  and 
the  advertiser  must  consider  these  two  conditions  of  equal  importance,  and  buy  the 
advertising  space  that  he  needs,  and  refuse  to  buy  the  advertising  space  that  he  docs 
not  need,  considering  price  of  consequence,  but  not  considering  price  all-important. 


Continuity 

“ All  life  is  movement  ” 


N continuity  is  strength. 

In  disconnection  is  failure. 

The  Builder  of  the  Universe  did  not  build  worlds  on  Monday,  do 
nothing  on  Tuesday,  create  something  on  Wednesday,  rest  on  Thurs- 
day, begin  again  on  Friday,  and  sleep  on  Saturday.  He  built  some- 
thing every  day  and  only  stopped  when  He  was  through. 

The  strength  of  nature  is  in  the  continuous  force  of  it. 


The  fundamental  principle  of  motion  is  everlasting. 

The  biggest  fish  are  in  the  brook  that  runs  on  forever.  The  brook  that  dries  up 
this  month  and  is  a torrent  next  month  is  unhealthy,  unsightly,  and  but  a transient 
drain  pipe.  The  strength  of  its  torrent  is  offset  by  its  periodical  dryness. 

The  man  who  feeds  his  horse  on  Monday  and  gives  him  nothing  to  eat  on  Tues- 
day, may  have  a weak  horse  on  Wednesday,  and  a dead  horse  on  Thursday. 

If  some  imbecile  should  come  out  of  the  unthawed  North  to  preach  the  doctrine 
continuous  change  of  business  base,  or  the  habitual  renovation  of  interior  arrange- 
ment, the  business  men  would  take  him  gently  by  the  hand,  lead  him  into  nature’s 
solitude,  and  leave  him  there. 

The  child  who  goes  to  school  on  Monday,  and  skips  Tuesday,  and  attempts  to  con- 
nect the  end  of  Monday’s  lessons  with  the  beginning  of  Wednesday’s  studies,  is 
handicapped  by  conditions  diametrically  opposed  to  progressive  education. 

The  automatic  bookkeeper  may  finish  his  entries,  close  his  ledger,  and  never  re- 
open the  past  except  for  reference  and  billing,  but  he  is  not  a business  man.  If  he 
were,  he  would  not  be  a bookkeeper. 

The  merchant  who  pulls  down  the  top  of  his  roller  desk  with  everything  done  and 
nothing  to  be  continued  has  no  right  to  be  a business  man  because  there  is  no  busi- 
ness in  him. 

Unprocrastinated-to-be-continued  is  a motto  of  trade. 

Never-to-be-finally-finished  is  a rule  of  progress. 

Hades  is  the  home  of  the  man  who  stops. 

This  world  is  for  the  workers,  that  there  may  be  no  shirkers  in  the  continuous  by- 
and-by. 

Let  the  writer  present  a personal  reminiscence.  Before  him  for  many  years  was 


367 


368 


FOWLER’S  PUBLICITY 


the  beautifully  engraved  calendar  advertisement  of  an  insurance  compan3\  For 
}X‘ars  he  did  not  realize  the  necessity  of  insurance.  When  he  became  a man  he  went 
directly  to  the  office  of  that  insurance  compan}^  and  took  out  a policy.  The  name  of 
that  company  by  long  association  had  become  incorporated  in  his  s^’stem.  lie  did 
not  appreciate  that  advertisement  as  an  advertisement.  lie  did  not  realize  that  it 
inlluenced  him  until  he  wanted  insurance,  and  then  that  compan}"  received  some  of 
his  money. 

Some  men  succeed  by  intermittent  advertising. 

Some  men  jump  off  of  a high  bridge,  and  do  not  get  killed. 

It  is  the  weakest  kind  of  logic  to  say  that  because  one  man  can  successfully  antag- 
onize the  natural  laws  of  success,  his  isolated  example  is  worth}'  of  a following. 

All  things  being  equal  the  business  that  has  been  the  longest  time  in  the  same 
place  is  the  business  that  makes  the  most  money. 

Removal  is  only  allowable  under  necessary  conditions. 

There  is  money  in  bargains  and  specialties,  but  the  fortunes  of  trade  have  been 
made,  and  it  would  seem  that  they  always  will  be  made,  along  the  line  of  regularity, 
by  handling  the  business  of  to-day  somewhat  as  it  was  handled  yesterday,  and  by 
handling  the  business  of  to-morrow  in  the  same  way,  subject  only  to  the  changes  of 
the  times  and  to  a recognition  of  progressive  requirements. 

Fifty  parts  of  continuous  good  are  more  negotiable  than  one  hundred  parts  of  tran- 
sient good. 

Character  as  well  as  business  is  reckoned  by  what  it  was  as  well  as  by  what  it  is. 

No  business  man  of  sense  will  close  his  store  every  other  day  or  every  other  week 
or  every  other  month. 

The  fact  that  a large  proportion  of  the  successful  business  houses  are  doing  busi- 
ness under  firm  names  of  a quarter  of  a century  ago,  furnishes  undeniable  proof  of  the 
tremendous  inertia  of  continuity. 

The  same  firm  name,  the  same  firm  place,  the  same  line  of  goods,  subject  to  neces- 
sary change,  hold  business  together. 

Ninety-nine  per  cent,  of  successful  advertisers  are  continuously  advertising.  They 
figure  business  on  the  hardest  slate  with  the  hardest  pencil.  They  do  business  for 
revenue  only.  They  do  not  consider  advertising  a luxury.  They  do  not  break  ad- 
vertising connection  because  they  do  not  care  to  break  trade  connection. 

Trade  connection  can  be  broken,  and  advertising  connection  can  be  broken,  and  the 
house  can  still  remain  successful.  A man  can  keep  his  books  with  the  top  of  a flour 
barrel  for  a desk,  but  the  successful  man  does  not.  The  shrewd  business  man  is  not 
satisfied  with  a minimum  of  success.  lie  is  forever  striving  for  the  maximum  of 
success.  Sometimes  he  cuts  expenses,  but  when  he  does,  he  cuts  harmoniously  and 
not  all  in  one  place.  lie  does  not  stop  advertising.  lie  advertises  a little  less. 

Experience,  backed  by  the  law  of  general  averages,  proves  that  the  first  appearance 
of  an  advertisement  does  not  bring  business,  or  even  create  much  curiosity.  The 
second  appearance  does  little  else  than  suggest  attention.  The  third  may  mean 


coNTiNurrv 


3 ^^9 

'I'hc  filth  inij)rcsscs  the  reader, 


business,  and  the  fourth  may  mean  more  business, 
and  the  sixtli  is  felt  by  the  advertiser. 

'The  man  who  exjiects  his  ach'ertisement  to  brin^  business  or  to  create  comment 
immediately,  unless  the  advertisement  is, one  of  a series,  is  as  foolish  as  the  man  who 
finds  fault  with  the  water  because  it  does  not  start  to  boil  as  soon  as  he  starts  a fire 
under  it. 

The  strength  of  advertising  is  in  its  latent  power. 

To  discontinue  advertising  is  to  destroy  a large  proportion  of  the  preliminary  edu- 
cation of  the  possible  customers  who  are  beginning  to  feel  its  influence. 

Few  people  buy  anything  the  first  time  they  hear  about  it. 

The  occasional  appearance  of  an  advertisement  may  have  less  efl'ect  upon  the  reader 
than  the  punishment  of  a child  by  one  blow  a week  until  the  allotted  strokes  have 
been  administered. 

An  advertisement  in  the  paper  to-day  and  out  of  the  paper  to-morrow,  in  the  next 
day,  and  out  the  day  after,  breaks  the  reading  connection.  The  public  sees  an  adver- 
tisement in  to-day’s  publication  and  temporarily  forgets  about  it.  It  thinks  about  it 
to-morrow  and  looks  for  it  then.  Yesterday’s  paper  is  lost,  and  the  latest  paper  does 
not  have  it.  The  public  forgets  again,  and  no  merchant  ought  to  allow  any  of  his 
possible  customers  to  forget  him  twice. 

Good  healthy  seed  may  have  been  sown  into  fertile  ground  and  the  Sun  of  Pub- 
licity put  out  before  it  had  a chance  to  root.  The  ground  heals  up,  it  has  to  be 
plowed  over  again,  and  renovation  costs  money. 

There  is  not  a solitary  case  where  intermittent  advertising  has  brought  returns 
compared  with  that  from  continuous  advertising  — that  everlasting  pounding  awa}'  at 
the  public,  day  in  and  day  out,  with  something  fresh  every  time,  or  old  things 
freshened,  with  the  same  space,  or  some  space,  in  the  same  place. 

Because  a few  advertisers  have  made,  once  in  a while,  occasional  advertising  pay, 
there  is  no  reason  why  exceptional  methods  should  be  considered.  A rickety  ship 
may  survive  continuous  trips,  and  profit  may  pile  upon  profit,  and  the  ship  may  go 
down  empty,  but  only  the  fool  risks  his  goods  in  a worn-out  vessel. 

Not  the  success  of  the  wrong  way  but  the  success  of  the  right  way  is  the  way  that 
points  on  to  success. 

The  same  location  in  the  publication  may  be  as  essential  as  the  same  location  of 
the  store. 

People  should  not  be  made  to  look  for  an  advertisement.  Like  the  weather 
reports,  it  should  be  where  folks  expect  it  to  be. 

Perhaps  it  is  not  advisable  to  use  the  same  amount  of  space  all  the  time,  but  loca- 
tion should  be  the  same,  and  the  smaller  space  so  brightened  that  the  public  may  not 
know  that  it  has  underg:rown. 

There  are  lines  of  business  which  mav  not  be  continuously  advertised,  but  this 
department  considers  the  many,  not  the  few. 

People  are  purchasing  all  of  the  time. 


370 


FOWLER’S  PUBLICITY 


There  are  many  sales  in  dull  seasons. 

The  continuous  advertiser  gets  the  bulk  of  the  business  because  others  are  not  ad- 
vertising, and  because  he  is. 

Disconnected  advertising  is  as  bad  as  a disconnected  lecture. 

Think  of  the  speaker  talking  for  half  an  hour  and  stopping  in  the  middle  of  a sen- 
tence and  beginning  a week  afterward  where  he  left  off. 

Would  one  hire  a carpet-layer  to  put  down  one  row  of  carpet  a day? 

It  is  absolutely  necessary  to  connect  the  advertising  periods,  and  it  is  much  cheaper 
to  connect  them  with  continuous  advertising  than  to  do  the  extra  amount  of  advertis- 
ing, after  the  break,  to  make  up  for  the  break. 

A man  starts  in  with  a four-inch  advertisement,  and  runs  it  two  months,  and  then 
stops  it  two  months,  and  begins  with  the  same  advertisement  again.  Half  the  strength 
of  the  first  two  months’  advertising  is  lost,  and  it  will  take  at  least  two  months’  extra 
ad^'ertising,  or  the  equivalent  in  space,  to  connect  the  new  advertising  with  the  old. 
The  readers  have  had  a chance  to  forget,  and  have  forgotten  at  the  expense  of  the  ad- 
vertiser. To  a certain  extent  he  must  begin  all  over  again.  It  would  have  been 
cheaper  to  run  a small  advertisement  during  the  intervening  two  months. 

The  connecting  advertisement,  even  though  a small  one,  gives  the  advertiser  the  ad- 
vantage of  being  a continuous  advertiser,  and  prevents  the  reader  from  forgetting  him. 

Outside  of  necessities  three  quarters  of  everything  purchased  is  purchased  in  the 
mind  of  the  purchaser  from  a week  to  six  months  before  the  purchase  is  made.  The 
buyer  may  not  realize  this,  and  he  may  think  that  he  purchases  the  article  on  the 
spur  of  the  moment  because  he  does  not  take  time  to  think  out  his  motives  and  there- 
fore does  not  admit  that  he  began  to  think  about  buying  the  thing  a long  time  before 
he  bought  it. 

The  value  of  preliminary  advertising  is  almost  as  great  as  the  strength  of  seasonable 
advertising. 

Nearly  every  advertiser  of  seasonable  goods  should  advertise  from  one  to  two 
months  before  the  season  opens. 

There  are  few  extensive  general  advertisers  who  do  not  advertise  continuously, 
and  many  of  them  sell  goods  sold  only  during  three  or  four  months  of  the  3’ear. 

The  man  who  wants  a furnace  sometimes  considers  the  purchase  of  it  a year  before 
he  bu}-s  it. 

Many  a woman  has  purchased  her  sealskin  cloak  in  her  mind  five  years  before  the 
cloak  materialized. 

Comparatively  little  furniture  is  sold  on  the  spur  of  the  moment.  Most  of  it  is 
considered  and  reconsidered  months  before  it  is  purchased. 

Half  the  men  who  keep  a horse  decided  to  buy  a horse  and  decided  not  to  buy  a 
horse  and  kept  up  this  vacillation  for  a considerable  time  before  thc}’  bought  one, 
and  as  the  horse  advertiser  has  no  way  of  finding  out  when  the  horse  wanter  is  buv- 
ing,  the  onl^"  way  he  can  reach  him  is  to  advertise  all  the  time.  As  it  is  with  horses 
so  it  is  with  almost  everything  else. 


CONTINUITY 


371 

Practically  all  thing's,  even  some  necessities,  arc  purchased  only  after  considera- 
tion. 

People  so  easil}’  for<>;ot  that  it  is  necessary  they  should  not  be  allowed  h;  lose  si^ht 
of  the  name  and  business  of  the  advertiser. 

Continuous  advertising  impresses  the  public  with  the  stability  of  the  house. 

Continuous  ad\’ertising  may  produce  the  original  suggestion  of  the  neeessity  of 
purchasing. 

Continuous  ad\  ertising  will  keep  alive  the  llame  of  desire  and  focus  its  light  and 
heat  in  the  store  of  the  ad\  ertiser. 

In  eveiy  country  the  successful  advertiser  is  the  continuous  advertiser,  and  experi- 
ence suggests  that  it  is  safe  to  follow  successful  practice,  and  much  more  safe  than 
to  trust  in  successful  exceptions. 

When  one  sees  men  build  gigantie  plants  and  make  millions  of  profit,  all  the  while 
advertising,  never  letting  their  names  drop  from  sight  during  seasons  of  selling  and 
seasons  of  quiet,  he  may  feel  convinced  that  the  advertising  that  pays  is  the  advertis- 
ing that  lasts,  or  that  the  advertising  that  lasts  is  the  advertising  that  pa3's. 

Mail)'  an  advertiser  has  considered  the  advisability  of  discontinuing  his  advertis- 
ing during  the  dull  season,  but  when  he  confronts  the  fact  that  the  successful  adver- 
tiser does  not  do  so,  he  accepts  accepted  principles  and  keeps  on  advertising. 

The  manager  of  the  largest  advertising  department  in  America  recently  told  the 
writer  that  he  expended  a million  dollars  a 3’ear  in  advertising  and  that  his  company 
had  considered  the  advisability  of  reducing  the  appropriation.  The  books  were  care- 
fully scanned,  and  expert  mathematicians  figured,  and  the  advertiser  let  well  enough 
alone  and  did  not  take  the  chances  of  discontinuing. 

Econonty  is  a business  virtue,  and  a dollar  saved  is  sometimes  a dollar  earned,  but 
not  always. 

Better  spend  a million  dollars  in  advertising  and  make  a million,  than  to  spend  one 
hundred  thousand  and  make  nine  hundred  thousand. 

Business  economy  uses  mone\'  for  the  making  of  money. 

Extravagance  should  never  be  tolerated. 

To  be  over  economical  may  be  as  bad  as  to  be  extravagant. 

If  the  doubling  of  the  advertising  appropriation  will  bring  sufficient  extra  profit 
to  pay  for  the  investment,  the  man  who  refuses  to  advertise  is  guilty  of  idiotic 
nes’lisfence. 

o o 

So  long  as  the  strength  of  eveiything,  from  love  to  politics,  is  in  the  continuity  of 
it,  so  long  must  the  good  of  advertising  be  in  the  continuity  of  publicity. 


Magazines 

“ They’re  books,  and  the  world  likes  books  ” 

PERIODICi\L  may  not  be  a magazine,  but  a magazine  must  be  a 
periodical. 

A magazine  may  be  published  every  da}',  or  every  year,  but  if  pub- 
lished less  frequently  than  twice  a year  it  is  not  considered  a maga- 
zine. Most  magazines  are  published  monthly,  and  are  supposed  to 
present  literature  or  alleged  literature. 

A magazine  is  a pamphlet,  but  a pamphlet  is  not  necessarily  a magazine.  A 
pamphlet,  as  distinguished  from  other  printed  matter,  is  commonly  made  up  of  from 
eight  to  several  hundred  pages,  generally  with  a cover  and  with  the  leaves  fastened 
together  by  stitches  or  by  paste.  Broadly,  a pamphlet  consists  of  eight  or  more 
pages,  with  leaves  so  arranged  that  they  may  turn  as  in  a book. 

A magazine  is  a periodical  pamphlet,  but  there  are  no  limits  to  its  form  and  con- 
struction, provided  it  does  not  resemble  a newspaper. 

Many  of  the  religious  papers  and  social  publications  have  adopted  the  pamphlet 
form,  and  have  a right  to  call  themselves  magazines. 

A narrow  dehnition  of  a magazine  would  limit  it  to  a publication  issued  not  oftencr 
than  once  a month  and  containing  no  news,  but  if  this  is  accepted  literally  a number 
of  literary  papers,  published  weekly,  could  not  be  considered  magazines.  As  a mat- 
ter of  fact  a magazine  is  not  a newspaper,  but  it  can  be  almost  anything  else. 

So  far  as  known,  the  first  regular  magazine  appeared  in  England  in  1731.  In  a 
difi'erent  form  it  is  issued  to-day. 

INIagazines  began  to  appear  shortly  after  the  first  newspaper  was  published,  and  the 
number  of  magazines  has  increased  in  about  the  same  proportion  as  that  ol  newspapers 
— that  is,  if  a wide  definition  of  the  word  “magazine”  is  accepted. 

The  newspaper  is,  and  must  be,  local,  and  however  large  its  circulation,  the  bulk 
of  it  will  always  be  confined  to  the  place  of  its  publication  and  to  its  immediate  vicin- 
ity. News  is  perishable  stulT,  and  is  spoiled  by  too  much  transit.  The  magazine 
may  be  local,  and  the  field  of  its  circulation  may  extend  throughout  every  part  ot  the 
coimtry  or  the  world  where  there  are  people  to  whom  its  policy  is  adapted. 

The  local  advertiser  largely  confines  his  advertising  to  the  local  J■)apers,  and  does 
not  use  magazines  of  general  circulation  unless  he  is  desirous  ol  building  up  a mail 
trade  business. 


372 


ma(;azines 


373 


'I'lio  laro-or  nianulacturcrs  and  distribuLcrs  liiul  il  necessary  to  reach  the  consumer 
in  every  jilaee  where  their  goods  are  sold  or  can  he  made  to  sell,  and  to  elheet  this 
result  the  local  newspapers  are  used,  and  the  advertising  increased  hy  taking  space  in 


Sent  for  a Cent 


Plate  No.  i. — fairly  good  heading  for  an  across- 
page  magazine  advertisement  for  catalogues.  Set  in 
Johnson  Old  Style.  Crinkly  Rule  border. 


the  great  magazines  of  general  cireulatifui  which 
reach  every  section  of  the  country  find  present  the 
.advertiser  with  an  eeonomicfil  way  of  conveniently 
covering  the  largest  lield. 

The  general  fidvertiser  seldom  :idvertises  for 
lie  desires  that  his  Jidvertising  shall 


direct  sales. 

jissist  the  loe:d  dealer  hy  creating  ji  general  de- 
mand for  his  product.  Origiiuilly,  general  advertising  was  hirgely  contined  to  local 
newspapers,  hut  to-day  it  includes  the  local  newspapers  and  all  of  the  periodicals  of 
wide  circulation. 


The  general  magazine  covers  the  entire  country  ;ind  especially  reaches  the  large 


towns  and  cities.  Business  economy  and  con- 
venience forced  the  m.agazines  into  the  adver- 
tising held. 

Only  a few  years  ago  the  hest  magazines 
contained  less  than  a dozen  pages  of  advertis- 
ing. To-day  they  contain  almost  as  much  ad- 
vertising as  they  do  reading  matter,  and  this 
class  of  advertising  has  grown  more  rapidly 
than  has  any  other. 

Magazines,  with  few  exceptions,  are  not  local 
institutions,  and  their  reading  constituency  is 
hroad  and  general,  and  is  as  likely  to  be  a 
thousand  miles  away  from  the  office  of  publi- 
cation as  it  is  to  be  in  the  city  of  issue.  The 
fact  that  a magazine  is  printed  in  New  York, 
or  Boston,  or  Chicago,  or  San  Francisco,  does 
not  necessarily  limit  its  advertising  value  to  any 
section  of  the  country,  although  all  things  being 
equal,  the  larger  part  of  the  circulation  may  be 
nearer  the  office  of  publication. 

Magazines  are  published  in  large  centers 
simply  because  productive  and  distributive  fa- 
cilities are  better. 

The  tremendous  growth  of  magazine  adver- 
tising has  suggested  to  conservative  advertisers 


Special  Offer! 

A $55.00  Guaranteed  019 
Machine  for  Only  O I Oa 

Buy  Direct  From  Manufacturers. 

Try  it  FREE.  Save  Agents  Large  Profits.  I 

On  receipt  of  §18.50,  we  will  ship  this  New  High  Arm, 
High-Grade 

“ Brooklyn” 

Sewing  Machine  anywhere,  and  prepay  all  freight 
charges  to  any  railway  station  east  of  Rocky  floun- 
tains.  Money  refunded  if  not  as  represented  after  30 
days  test  trial.  We  will  ship  C.  O.  D.,  with  privilege 
of  20  days  trial,  on  receipt  of  §5.00.  Oak  or  walnut. 
Light-running,  noiseless;  adapted  for  light  or  heavy 
work,  self-threading  shuttle,  self-setting  needle, 
automatic  bobbin-winder,  and  complete  set  of  best 
attachments  free.  TEN  YEARS’  WRITTEN  WAR- 
RANTY.  If  you  prefer  30  days’  trial  before  paying,  send 
for  large  illustrated  CATALOGUE,  with  Testimonials, 
e.xplaining  fully  how  we  ship  sewing  machines  any- 
where, to  any  one,  at  lowest  manufacturers’  prices 
without  asking  one  cent  in  advance.  AVe  are  liead- 
(piarters  and  have  all  makes  and  kinds  in  stock  from 
cheapest  to  the  best.  Over  52  different  styles.  High- 
Arm  “Brooklyn  King’’  machines  §14.00  and  §10.60, 
guaranteed  better  than  machines  sold  by  others 
at  .§19.00  to  $23.00.  A\’e  also  sell  new  A A A 
sewing  machines  at  §13.00,  §10  ,50  and..JL  All 
\Ye  will  sell  you  a better  machine  tor 
the  same  money  or  the  same  machine  for  less  money 
than  you  can  buy  elsewhere. 

IlEFEKKNCES.  — .Sixteenth  National  Bank, 
Brooklyn,  Smith’s  or  Jones’  Commercial  Keports. 

This  sitecial  offer  is  made  to  introduce  our  machines 
and  make  new  customers.  Write  to=day.  Address 
(in  full) 

JOHN  BLANK, 

546  and  548  Blank  Ave.i  Brooklyn,  N.  Y. 

Plate  No.  2. — Reproduction  of  recent  magazine  adver- 
tisement. Over-crowded  with  matter.  Very  poorly  set. 
Line,  “ Special  Offer,”  is  objectionably  conventional.  Read- 
ing matter  is  fairly  well  put  together.  Attempt  is  made  to 
tell  everything  in  one  quarter  of  space  required. 


that  people  do  not  read  magazine  advertisements  because  few  of  them  are  next  to 
reading  matter  and  will  not  be  seen  unless  the  reader  makes  an  effort  to  find  them. 
These  advertisers  confine  their  announcements  to  covers  or  other  preferred  posi- 


374 


FOWLER’S  PUBLICITY 


tions,  or  ignore  the  magazines  altogether.  This  argument  has  apparent  strength, 
and  if  it  were  not  that  general  opinion  is  safer  to  follow  than  specitie  judgment,  one 
might  earelessly  deeide  that  magazine  advertising  did  not  pay. 

It  is  true  that  nearly  all  magazine  advertise- 


^ _ ♦ 


argument 
As  long  as  the 


ments  will  not  be  seen  unless  the  advertising 

O 

pages  are  turned  or  read,  but  as  long  as  people 
consider  the  advertising  pages  as  interesting  as 
the  literary  pages,  this  argument  against  maga- 
zine advertising  is  unworth}"  of  consideration. 

General  advertisers  have  stamped  their  ap- 
proval upon  magazine  advertising,  and  a quarter 
of  century  of  success  in  this  direction  is  suffi- 
cient to  break  down  any  apparent 
against  this  class  of  publicity 
most  successful  advertisers  in  the  world  are 
continuous  magazine  advertisers,  and  only  a 
very  small  percentage  of  them  can  have  pre- 
ferred positions,  the  small  amount  of  self-con- 
stituted opinion  in  opposition  cannot  decrease 
the  volume  of  magazine  advertising. 

INIany  people  read  magazine  advertisements 
before  they  read  the  rest  of  the  magazine,  partly 
because  the  advertising  pages  are  always  cut, 
and  largely  because  they  may  be  more  worth 
reading.  The  public  is  beginning  to  discrimi- 
nate, and  many  a man  and  woman  after  cutting 
their  way  through  the  almost  insurmountable 
mountains  of  wordy  story,  over-painted  art,  and  uninteresting  histor}',  gladly  turn 
their  tired  minds  from  the  pages  that  are  principally  interesting  to  the  writers,  to  the 
advertising  pages  which  represent  life,  activitv,  convenience,  and  necessity. 

The  writers  for  the  magazines 
write  to  please  themselves,  and 
not  always  to  please  the  reader. 

The  advertisers  in  the  maga- 
zines write  to  please  the  readers, 
and  therefore  what  they  say  is 
read,  for  there  is  in  the  adver- 
tising department  a far-reaching 


Sewing 
Mine  I 
|$i8.50 

- ; Direct  from  maker-no  mid- 
i;dle  man’s  profit-guaran- 
; . teed  to  be  a regular  $55 
; i machine— drop  us  a postal 
, , and  we’ll  tell  you  all  about  it. 

< ► John  Blank,  546-548  Blank  Ave.,  Brooklyn,  K.  Y. 

Plate  No.  3. — .'Advertisement  illustrated  in  Plate  No.  2, 
re-written  and  re-set.  Type  used  is  series  of  Howland. 
Barta  Original  border. 


0000000000000000000000000000000000 
0000000000000000000000000000000000 
0000000000000000000000000000000000 
000  ^ ^ 000 

888  The  Style  of  Sense  ^8 

ooo  ooo 
oooooooooooooooooooooooooooooooooo 
oooooooooooooooooooooooooooooooooo 
oooooooooooooooooooooooooooooooooo 


Plate  No.  4. — A catch-line  in  De  Vinne.  Moon  border. 

hospitality  sure  to  find  an  an- 
swering call  in  the  heart  of  the  receiver.  The  rank  and  file  of  magazine  advertise- 
ments are  prepared  by  deep  thinking  business  men  aided  by  bright  writers  and  great 
artists,  who  appeal  directly  to  the  wants  of  the  public,  and  serve  their  readers 


ma(;azinks 


375 


FRANK  BLANK 


The 

Lead- 

ing 


in 

the 

U.S. 


Toy  Bazar 

55  Blank  St.,  New  York. 

Unparalleled  assortment  of 

TOYS,  DOLLS,  GAMES, 

etc.,  of  every  description,  comprising  many 


icclino'h’,  rcntlabi}’,  anti  satisfactorily,  'flic  ath’crtisin^  pa^cs  ol'  the  iiia^a/.ine  may 
not  bo  atlaptetl  to  the  reader  who  thinks  because  he  tliinks  he  oii^ht  to  think  and 
measures  everythin<r  h)’  his  own  measure,  hut  the}’  do  ajipeal  to  tlie  ])eo])Ie  who  want 
somethino’;  and  there  are  few  folks  with  mone\’  who  do  not  want  sonietliinjr  or  who 
refuse  to  thank  the  advertiser  ior  tellin<r  where  that  something  ean  he  iound. 

jNIao'a/.ine  ath’ertisements  are  neither  posters  nor  expressions  of  sensationalism, 
’’riicv  are  j'dain,  common-sense  statements  of  business  fact,  meehanicall}’  arranged  and 
con\’eniently  served.  The  ad^’crtising  pages  are  works  of  business  art,  worth}’  of 
stiuh’,  — and  the}’  are  studied. 

Tvver}’  inch  of  space  costs  money,  and  (|ualit^’, 
not  quantity,  is  forced  into  them. 

The  majority  of  magazine  advertisements  are 
reliable,  because  magazine  publishers  are  dis- 
criminating and  seldom  intentionally  run  a frau- 
dulent announcement. 

Magazine  ad\’ertisements  form  a sort  of  di- 
rectory for  the  people’s  wants,  handsomely  em- 
bellished with  eye-pleasing  illustrations.  They 
tell  the  reader  where  to  find  what  he  wants, 
and  suggest  to  him  and  advise  him.  They  arc 
truly  educational,  and  they  help  to  push  along 
the  wheels  of  ci\'ilization. 

The  advertising  pages  of  the  great  magazines 
reflect  public  opinion’  they  are  announcements 
of  necessity  and  convenience.  They  mirror  the 
business  world,  and  are  reall}’  as  philanthropic 
as  they  are  businesslike. 

The  reader  of  magazine  advertisements  knows 
something.  To  him  the  advertisements  repre- 
sent the  evolution  of  the  times  and  lift  him  out 
of  the  shadow  of  old-style  living  into  the  modern 
world  of  health,  sense,  and  comfort. 

Magazine  advertisements  produce  a healthful 
competition  and  bring  about  that  much  desired 
condition,  the  survival  of  the  fittest.  The  best  must  live  the  longest  in  advertising  as 
in  everything  else.  Such  advertisements  go  a long  ways  towards  the  annihilation 
of  the  objectionable,  and  they  have  lifted  advertising  up  to  the  platform  of  dignity. 

Let  the  advertiser  watch  the  magazine  reader  in  a reading  room  and  on  the  train 
that  he  may  see  him  glance  through  the  reading  matter  and  then  read  the  advertising 
pages  with  hearty  appetite.  The  woman  who  may  never  have  an  open  fireplace  is 
studying  the  illustrations,  and  is  filling  herself  with  information  that  she  will  distribute 
to  her  friends  with  money. 


interesting  Novelties. 


Personal  selection  abroad  and  Direct 
Importations  enable  us  to  offer  the 
Latest  European  Specialties  in  our 
line  at  most  reasonable  prices. 


Send  for  Illustrated 
Catalogue*  Retail  only. 

No  connection  with  any  Toy  Store  on  Sixth 
Avenue,  New  York,  or  in  Brooklyn. 


Plate  No.  5. — Reproduction  of  holiday  magazine  ad- 
vertisement. Well  set.  Does  not  contain  too  much 
matter.  Principal  objection  is  that  it  advertises  Mr. 
Blank  more  than  the  goods  he  sells.  It  is  always  advisable 
not  to  break  a word  in  a heading  like  “ Leading,”  and 
there  is  no  use  in  finishing  a headline  with  an  expression 
like  “ In  the  U.  S.”  Advertisement  is  too  general. 


376 


FOWLER’S  PUBLICITY 


Illustrated  descrip- 
tions of  the  toys  of 
all  nations^  the  dolls 
of  all  sizes  and  com- 
plexions^ the  games 
for  everybody^  and 
all  at  right  prices^ 
Don^t  bother  to 
write  a letter^  don^t 
enclose  stamps  Just 
send  your  address 
on  a postal  to 

Frank  Blank,  55  Blank  St.,  New  York 


Plate  No.  6. — Advertisement  illustrated  in  Plate  No.  5, 
re-written  and  re-set.  Attention  is  focussed  on  the  free  cata- 
logue. It  is  obvious  that  few  will  buy  any  class  of  holiday 
goods  from  an  advertisement  of  general  articles.  Headings  are 
set  in  Gothic  Condensed,  reading  matter  in  Jenson,  address 
line  in  French  Elzevir.  Collins  border.  Wide  border  is  used 
to  separate  the  advertisement  from  those  next  to  it,  and  to 
throw  the  heavy  type  matter  into  relief. 


The  highest  grade  of  commercial  education 
and  the  top-most  quality  of  progressive  infor- 
mation arc  found  in  the  advertising  columns 
of  the  magazines. 

Magazine  advertisers  are  continuous  adver- 
tisers, and  are  bright  examples  of  that  pro- 
gressiveness which  believes  in  advertising  all 
of  the  time  if  one  would  do  good  business  all 
of  the  time. 

The  magazine  which  cannot  exist  without 
its  advertising  is  not  worth  much  as  an  adver- 
tising medium.  Advertising  simply  gives  the 
magazine  publisher  an  extra  profit. 

The  best  magazine  advertisers  incline  to- 
wards the  use  of  full  pages,  and  comparatively 
few  successful  advertisers  use  less  than  quarter 
pages. 

Several  continuous  pages  are  impressive  in 
addition  to  their  intrinsic  worth. 

If  the  advertiser  would  cut  his  advertisino- 
he  had  better  reduce  his  full  pages  to  quarter 
pages  during  the  dull  season,  but  it  is  better  to 
continue  the  full  pages. 

Everything  the  people  use  and  want  can  be 
advertised  in  the  magazines. 

INIagazine  readers  are  not  all  of  classical 
education,  and  the  man  who  thinks  the  high- 
grade  magazine  reaches  only  high-grade  peo- 
ple is  mistaken. 

The  great  middle  classes  read  the  maga- 
zines, and  if  they  did  not  magazines  could  not 
have  the  large  circulations  they  are  known 
to  have,  for  all  the  people  of  tone  put  to- 
gether would  not  support  a single  great  peri- 
odical. 

People  read  magazines  because  they  like  to 
read  them,  and  a large  proportion  read  them 
because  they  think  they  ought  to  read  them, 
but  it  does  not  make  an}'  ditference  to  the  ad- 
vertiser so  long  as  they  read  them. 

Buyers  buy  magazines,  and  the  buyers  are 
the  people  the  advertisers  want,  and  so  long 


ima(;azinKwS 


377 


as  the}’  will  buy  iho  nia^uizincs,  it  is  none  ol'  the  ach  crtiscr’s  business  whether  they 
are  up  to  their  literary  grade  or  not. 

A eertain  ju'oportion  ol'  magazine  readers,  like  all  other 
readers,  skim  through  the  advertising  pages,  and  the  maga- 
zine ad\'ertisement  should  be  extremely  short,  with  a part 
of  it  set  in  the  largest  type,  so  some  of  it  at  least  may 
be  absorbed  at  a glance.  The  descriptive  magazine  ad- 
vertisement will  be  read  pro\’ided  it  is  properly  headed  and 
well  introduced,  and  contains  matter  worth  reading. 

Magazine  advertisements  need  not  be  examples  of  rhetoric, 
but  they  must  be  in  plain,  distinct,  and  clean-cut  English. 

A well-printed  magazine  does  not  necessarily  have  a large 
circulation,  but  all  things  being  equal  the  best  made  magazine 
is  likely  to  have  the  largest  circulation,  provided  it  contains 
matter  adapted  to  the  people. 

INIagazine  advertisements  are  of  long  life  because  few  maga- 
zines are  thrown  away,  and  although  the  strength  of  the  ad- 
vertising may  weaken  in  thirty  days,  the  effect  of  it  may 
never  be  wholly  lost. 

The  examples  presented  are  of  reduced  size  but  are  intended  to  illustrate  larger 
advertisements  as  well.  IMany  of  the  other  departments  present  illustrations  of 


Plate  No.  7. — A heading  in  How- 
land Open.  Moon  border. 


magazine  announcements. 


Great  Weeklies 


“ They  tell  of  news  and  story  ” 


N this  department  are  considered  those  publications  of  large  and  gen- 
eral circulation  reaching  no  one  district  to  the  exclusion  of  others,  and 
covering  the  country  at  large. 

These  papers  may  contain  a resume  of  news,  with  important  events 
served  in  literary  st3de,  with  or  without  illustration,  or  the}-  may  be  ex- 
clusively devoted  to  stor}’  and  miscellany  or  to  humor. 

All  great  weeklies  are  general  publications,  and  are  in  no  sense  local.  Most  of 
them  are  published  in  the  commercial  centers.  New  York  having  more  than  all  the 
other  cities  combined,  and  yet  the  city  of  publication  has  ver}^  little  to  do  with  their 
constituency.  There  are  several  great  weeklies  published  in  New  York  and  other 
cities  and  almost  imknown  to  the  residents  of  their  places  of  publication. 

Religious  and  agricultural  papers  could  be  classed  as  great  weeklies,  but  for  obvious 
reasons  they  are  considered  by  themselves. 

The  distinctl}^  children’s  publication,  if  it  is  issued  weekl}’,  is  a great  weekl}’. 
While  its  contents  are  devoted  to  children,  its  advertising  pages  are  essentiall}"  for  the 
family  and  rightl}^  contain  the  announcements  of  goods  for  grown-up  as  well  as  for 
young  people. 

As  these  papers  are  paid  for  by  the  parents,  and  as  the  advertising  in  them  is  not  of 
things  children  buy,  they  may  be  classed  as  family  publications. 

It  is  significant  that  the  publication  having  the  largest  circulation  of  an}”  published 
in  America,  with  but  two  exceptions,  is  a paper  for  the  children  in  name  and  contents, 
yet  nearly  all  of  its  advertisements  present  general  goods  for  general  use. 

The  paper  for  children,  no  matter  how  much  it  ma}'  be  read  by  children,  is  in  every 
advertising  sense  a family  publication,  and  is  regularly  glanced  over  by  nearl}^  every 
adult  member  of  the  family. 

Articles  of  business  that  are  useless  to  the  women  or  to  the  members  of  the  house- 
hold have  been  successful!}'  advertised  in  papers  for  children,  the  original  assumption 
that  men  read  these  papers  or  else  have  their  attention  called  to  the  advertising  by 
some  member  of  the  family,  having  proven  correct. 

The  great  illustrated  papers,  and  there  are  but  a few  of  them,  occupy  a distinct 
field  of  their  own  and  yet  may  be  classified  as  great  weeklies.  These  papers  are 
thoroughly  general,  combining  news  with  literature,  and  illustrations  for  both.  They 

378 


C;RlC.Vr  WICKKLIICS 


379 


AMUSEMENT  and  INSTRUCTION. 

BOTANV. 

Iiilfi-fxliiiff.  ICdiiriitiiiy.  Artixlic, 

(Jives  ii  knowloiljro  of  llowors,  combined  witli 
lileasure.  62  liciintifnlly  lithoKraplied  cards  (in 
colors) 

FIIOM  rAIXTlXtlS  ntOM  XATUUK. 
Highly  endorsed.  Sent,  postimid,  on  receipt  of  60 
cents,  registered,  money  oiaier,  or  two-cent  stamps, 
THE  SMITH  & JONES  CO.,  Publishers, 

Box  .fO.  SMITHVILLE,  Pa.,  U.S.A. 


Pi..,\TK  No.  I. — Reproduction  of  common  form  of 
weekly  paper  advertising.  Too  much  matter,  too  little 
space,  and  too  many  display  lines. 


roach  the  upiH'r  niitkllc  class  aiul  arc  lari^'cly  read  hy  travelers  and  tourists.  They 
ha\'c  a large  cluh-housc  coiistitucnc}',  and  they  are  likcl}’to  be  lound  in  the  reatl- 
ing  rooms  and  libraries,  d'he}’  have  a reading  eireulation  far  be}’ond  the  actual 

numbers  j'lrinted,  and  are  considered  e.xeellent 
mediums  for  high-grade  goods  of  every  line  and 
for  ever}'  class  of  lu.xury.  They  reach  both  the 
home  and  the  olhce,  and  are  read  rather  more  by 
men  than  by  women.  They  are  on  file  in  almost 
every  leading  hotel  and  public  reading  rcjoni;  they 
are,  therefore,  within  the  reach  of  the  common 
people,  and  probably  arc  good  advertising  med- 
iums for  ordinar}'  classes  of  goods  except  the 
very  cheap. 

The  humorous  paper  is  read  almost  exclusively  by  men,  as  women  as  a class  do 
not  seem  to  have  a keen  appreciation  of  humor,  and  are  not  disposed  to  pay  ten  cents 
per  copy  for  papers  exclusively  humorous.  Their  circulation  is  largely  confined  to 
clubs  and  reading  rooms,  and  to  sales  upon  conveyances. 

Humor  is  art,  and  high-grade  humorous  publications  are  adapted  to  thinking  men 
of  the  upper  grade  of  intelligence.  These  publications  offer  good  advertising  to 
every  class  of  lu.xury,  to  the  better  grade  of  necessities,  and  to  articles  of  a purely 
business  nature  like  stocks  and  insurance. 

Story  papers  are  genuine  family  publications, 
and  there  cannot  be  better  mediums  for  the  ad- 
vertising of  everything  used  about  the  house- 
hold. 

With  story  papers  may  be  considered  every 
publication  devoted  to  women,  and  containing 
besides  stories,  articles  of  general  family  in- 
terest, e.xcept  the  fashion  papers,  which  al- 
though read  exclusively  by  women  reach  a 
distinct  class,  and  are  considered  in  a depart- 
ment by  themselves. 

The  class  of  goods  to  be  advertised  in  any 
fimily  or  story  paper,  and  this  rule  applies  to 
all  other  publications,  must  correspond  with  the 
character  of  the  reader  of  the  paper. 

The  contents  of  any  publication  plainly  show 
the  character  and  propensities  of  the  readers,  and 
anyintelligentadvertiserinfive  minutes  can  easily  judge  ofthe  constituency  of  the  paper. 

There  are  scattered  all  over  the  country  many  publications  which  for  want  of  bet- 
ter classiheation  must  be  considered  as  family  weeklies  or  monthlies.  IMany  of  them 
are  made  up  of  stereotyped  matter  edited  with  a saw  and  chisel  and  sold  at  a nominal 


Game  of 
Botany 

All  about  flowers  — 52  paintings 
from  nature  — the  game  of  instruc- 
tion, entertainment,  and  art  — post- 
paid for  SO  cents  — send  stamps. 

The  Smith  & Jones  Company, 
Smithville,  Pa. 

Plate  No.  2. — Matter  in  Plate  No.  i re-written  and 
re-set.  Heading  in  Satanick.  Reading  matter  in  Cushing 
Monotone.  Contour  Border  No.  2S0.  Type  like  Satanick 
should  not  be  used  except  when  the  head-words  are  short  and 
the  letters  used  the  plainest  in  the  series. 


380 


FOWLER’S  PUBLICITY 


The  preservation  of  the  hair  is  desira- 
ble to  men  and  women  both  for  comeli- 
ness and  comfort.  The  loss  of  hair  is 
due  more  often  to  neglect  than  to  any 
other  cause.  Blank’s  Hair  Tonic  cleanses 
the  scalp  of  dandruff,  preserves  the  hair, 
prevents  it  from  falling  out,  promotes 
its  growth,  and  gives  length  and  Ihstre 
to  dull  and  scanty  tresses. 


Plate  No.  3. — Reproduction  of  a thoroughly  con- 
ventional advertisement  and  of  typographical  display 
guaranteed  not  to  attract  attention. 


price,  generally  with  a preminm  worth  more  than  the  paper,  which  does  not  neces- 
sarily mean  that  the  premium  is  worth  much  of  anything.  The  circulation  of  these 

papers  is  not  natural,  and  in  them  are  found  few 
advertisements  of  reputable  advertisers.  Their 
columns  are  filled  with  announcements  of  patent 
nostrums,  many  of  them  in  character  below  the 
deeency  line,  and  with  the  advertisements  of  gift 
enterprises  and  cheap  jewelry. 

They  may  be  good  mediums  for  the  advertising 
of  illegitimate  goods,  and  at  anv  rate  they  are  about 
the  only  publica- 
tions which  will 

take  any  advertisement  and  ask  no  questions.  Their 
circulation  can  never  be  determined  with  exactness, 
and  the  first-class  advertiser,  even  though  he  may 
sell  low  price  goods,  is  safer  out  of  them  than  in  them. 

There  is  a large  number  of  little  weekly  papers 
made  up  of  clippings  and  serial  stories,  published  by 
unknown  men,  and  sometimes  with  enormous  circu- 
lations, but  as  nobody  knows  anything  about  them, 
and  as  other  mediums  fill  their  field,  the  best  thing 
to  do  with  them  is  to  leave  them  alone. 

In  this  country  there  are  probably  not  more  than 
twenty-five  great  general  weeklies,  e.xclusive  of  the 
agricultural,  religious,  trade,  class,  and  fashion  papers. 

It  would  be  un- 


^ ^ A.  Jk 


Take  Care 
Of  the  Hair 

Blank^s  Hair  Tonic  chap- 
erones the  hair  — takes  care 
of  it  — keeps  it  from  falling 
out  — it  doesn't  make  hair,  it 
keeps  the  hair. 


^ ^ ^ ^ Ji 


Plate  No.  4. — Matter  in  Plate  No.  3 re-written  and 
re-set.  Heading  in  Gothic  No.  6.  Reading  matter  in 
Jenson.  Barta  Original  Border. 


four  times 
advertisers. 


as  often,  and  it  can 


lair  to  mention 
their  names,  for 
individual  judg- 
ment would  dif- 
fer from  that  of 
the  writer,  but  it 
is  fair  to  assume 
that  if  a dozen  of  the  great  advertisers  were 
requested  to  select  the  best  twenty-five,  the 
names  ot  not  more  than  thirtv-five  would  he 
mentioned. 

The  great  weekly,  where  it  is  a paper  of 
general  matter,  is,  from  an  advertising  point  ot 
view,  essentially  a monthly  nuigazine  published 
be  suceessfulh’  used  b\’  the  s;ime  class  of 


C;RKAT  WICKKLIES 


''J''hc  best  ath  ertisers  have  not  yet  settled  in  their  minds  as  to  whether  or  ikA,  priec 
and  eirenlation  beiii”'  ecjual,  the  weekl}'  periodieal  is  as  <;ood  a medium  as  one  ot 

similar  eliaraeter  ]>ublished  montldy. 

It  lias  been  argued  that  the  aetive  lile  of  a 
monthly  is  not  more  than  thirt}'  days,  and  that  the 
aetive  life  of  a weekly  is  limited  to  seven  days, 
and  for  that  reason  the  month  1}’  is  the  better  adver- 
tisiiiiT  medium. 

The  advoeate  of  weekly  paper  advertising  elaims 
to  eounteraet  this  argument  by  the  one  which  says 
that  because  the  weekly  paper  is  published  four 
times  as  often  as  the  monthly  magazine,  the  adver- 
tisement must  be  fresher  and  sharper,  and  therelore 
more  readable; 
and  in  his  argu- 
ment he  goes  fur- 
ther and  claims 

that  the  reading  life  of  a weekly  paper  is  as  long 
as  that  of  a monthly  magazine,  basing  his  logic 
upon  the  hvpothesis  that  the  monthly,  as  well  as 
the  weeklv,  is  read  immediately  upon  its  receipt, 
and  that  each  is  laid  aside  within  the  same  number 
of  days. 

The  believer  in  monthly  magazine  advertising 
thinks  that  the  magazine  is  not  old  until  the  next 
number  is  printed,  and  therefore  it  must  be  new 
for  thirty  days,  and  that  it  has  four  times  as  long  a 
time  for  the  passing  around  from  reader  to  reader; 
and  he  adds  weight  to  his  argument  by  the  state- 
ment that  magazines  are  more  often  bound  than 
are  weeklies. 

The  weekly  paper  champion  tries  to  offset  this 
argument  by  his  claim  that  while  the  monthly  ma}' 
remain  fresh  longer  than  the  weekly,  it  reaches 
no  more  readers  in  its  circuitous  trip,  because 
the  readers  take  a longer  time  in  reading  it,  and 
allow  it  to  remain  idle  longer.  He  attempts  to 
counteract  the  bound  magazine  argument  by 
saying  that  weekly  papers  are  bound  with  adver- 
tisements, while  bound  magazines  do  not  as  often  have  the  advertisements  included. 

The  magazine  man  claims  that  his  advertisements  are  read,  notwithstanding  that 
they  are  all  in  the  back  of  the  book,  because  they  are  as  interesting  as  the  literary 


Ml 
Ml 
Ml 

Ml 

iti 

^12  Smith  & Jones,  ||| 

rll  500  Smith  Street,  Smithville, 

Ml  Mass.  , 

imiMlMlMlMlMlMlMlMlMlimMl 

Plate  No.  7.  — Matter  in  Plate  No.  6 re-written 
and  re-set.  Heading  in  DeVinne  Open.  Reading 
matter  in  Ronaldson.  Barta  Border  No.  244. 


High-grade  shoes  for 
gentlewomen  and  gen- 
tlemen — the  kind  not 
commonly  found  out- 
side the  great  cities  — 
write  size,  and  we’ll 
send  you  many  pairs 
on  approval,  and  pay 
express  charges 
way. 


one 


Goods  by  Mail. 


I- 

o 

o 

IL. 


Send  to  us  for  shoes 
you  do  not  find  at 
home.  We  send  on 
approval  and  pay 
charges  one  way. 

SMITH  & JONES. 


m 


500  Smith  St.,  Smithville,  Mass. 

Jlention  this  paper  in  ordering. 


Pl.ate  No.  6.  — Reproduction  of  common  form  of 
setting  weekiy  paper  advertisements.  All  matter 
should  be  set  from  left  to  right  and  not  up  and  down 
the  column.  “Goods  Sent  By  Mail”  is  not  so  good 
a headline  for  shoes  as  is  “ Shoes  By  Wail.”  It 
is  not  much  use  to  ask  people  to  mention  the  paper 
they  saw  the  advertisement  in. 


382 


FOWLER’S  PUBLICITY 


pages,  and  the  weekly  paper  enthusiast  lays  great  stress  upon  the  fact  that  nearly  all 
advertisements  in  weeklies  are  next  or  near  to  reading  matter  and  do  not  have  to  be 


Pianos. 

If  there  is  any  reason^\\y  you  should 
buy  any  piano,  there  is  every  7'easoH 
wliy  you  should  buy  the 

Not  highest  in  price,  but  highest  in 
cjuality.  Handsome,  musical,  durable. 
It’s  as  near  the  perfect  piano  as  mod- 
ern skill  and  modern  progress  have 
come. 

A Smith  & Smith  Piano  would 
make  an  ideal  gift.  Nothing  more 
appropriate  or  more  acceptable  could 
be  imagined. 

Sold  on  Easy  Payments.  Our  Cat- 
alogue, which  will  be  mailed  free,  tells 
the  story.  Send  for  it. 

SMITH  & SMITH  PIANO  CO., 

500  Alley  St.,  Boston, 


Our  Offer ! We  will  send  our  Pianos  on  trial,  freight 
prepaid,  if  no  dealer  sells  them  in  your  vicinity,  piano 
to  be  returned  at  our  expense  for  railway  freights  both 
ways,  if  unsatisfactory  after  trial. 


looked  for. 


Th( 


argument 


on  both  sides  is  good.  The 


solution  will  probably  never  be  reached,  and  there 
is  no  particular  reason  why  it  should  be,  for  ex- 
perience has  proven  that  advertising  in  both  is 
almost  invaluable,  and  certainly  if  experience 
counts  for  anything 
it  docs  not  matter 
much  which  is  the 
better  so  long  as 
both  are  so  good. 

If  the  writer 
were  forced  to  ex- 
press an  opinion 
he  would  be  in- 
clined to  take  the 
stand  that  circu- 
lation and  price 
and  character  of 
field  beinof  the 


Plate  No.  8. — Reproduction  of  thoroughly  over- 
done piano  announcement.  The  advertiser  should 
not  admit  that  there  may  not  be  reason  for  buying  a 
piano.  Points  given  in  this  advertisement  appear 
in  nearly  all  similar  announcements. 


same  the 
tisement 
monthly 


IS 


slightly  more 


adver- 
in  a 
worth 
than 

one  in  a weekly,  and  he  thinks  the  majority  of  ad- 
vertisers will  agree  with  him  in  this  opinion.  At 
any  rate,  monthly  rates  are  higher  than  weekly 
rates,  and  price-received  is  always  a good  indication 
of  value. 

The  great  family  and  children’s  papers  are  sold  al- 
most entirely  by  subscription,  and  some  of  them  have 
been  sent  to  a family  for  two  or  three  generations. 

The  illustrated  and  humorous  papers  circulate 
partly  by  subscription,  but  largely  through  the  news- 
stands and  upon  the  train,  with  a large  club  and 
reading  room  constituency. 

All  things  being  equal,  a regular  mail  subscription 
is  better  for  the  advertiser  than  a transient  news- 
stand sale,  but  a regular  news-stand  sale,  the  publications  going  to  the  same  bin’crs 
year  by  year,  is  to  all  intents  and  purposes  a subscription  sale,  and  must  be  so  considered. 


Beautifully  illustrated 
art  piauo  book  sent  pre- 
paid upon  receipt  of 
your  calling  card.  The 
work  is  too  valuable  to 
send  promiscuously- 
Don’t  send  stamps, 
simply  mail  us  your 
card.  The  book  tells  all 
about  the  Smith  & 
Smith  High- Art  piano, 
the  instrument  of  tone, 
beauty,  and  durability. 

Sold  for  cash,  or  sold 
in  payments  to  suit  you. 

Sent  on  trial,  freight 
pre-paid,  to  be  returned 
at  our  expense,  if  no- 
body in  your  town 
sells  it. 

Smith  & Smith  Piano  Co. , 
500  Alley  Street, 
Boston,  Mass. 


Plate  No.  9.—  Matter  in  plate  No.  8 re-written 
and  re  set.  Headings  in  Erratick.  Reading  mat- 
ter in  Light  E'ace  Title  Roman.  Collins  Border 
No.  200. 


CiRKAT  WEEKLIES 


383 


"I’hc  great  weekly  papers  lan  e a solid,  delinite,  and  seldom  deereasing  eireidation. 
Tlieir  readers  depend  upon  them  and  have  grown  to  expeet  them  and  tol'eel  hmesomc 
without  tliem.  They  naturally  respeet  the  advertiser  and  give  him  the  eredit  of 
permanene}’. 

The  purely  literary  puhlieation,  whieh  may  be  eonsidered  a sort  of  literary-sh(jp- 
journal,  limits  its  eireidation  to  the  few  people  who  take  it  either  beeause  they  want 
it  or  beeause  they  think  they  ought  to  want  it.  Advertising  spaee  in  these  publiea- 
tions  is  worth  more  proportionately  than  in  periodieals  of  more  general  constituency, 
but  as  the  circulation  is  so  small,  the  advertiser  must  beware  of  charges  that  are 
exorbitant  in  proportion  to  the  circulation. 

Caution  is  suggested  in  contracting  with  any  alleged  great  weekly  which  apparently 
sells  by  reason  of  the  value  of  the  premium  it  gives.  Nobody  appreciates  something 
for  nothing,  and  folks  who  buy  for  premiums  principally  care  little  for  the  accom- 
pan3’ing  paper.  The  paper  that  is  good  for  anything,  and  whose  publisher  foolishly' 
thinks  he  cannot  sell  it  without  a premium,  is  a good  advertising  medium,  notwith- 
standing the  publisher’s  mistake. 

Advertisements  in  great  weeklies  should  be  changed  every  week,  and  the  typo- 
graphical display  brought  to  the  height  of  simplicity’s  art. 

INIost  of  the  great  weeklies  are  well  printed,  and  the  advertiser  can  embellish  his 
announcements  with  well-executed  illustrations. 

In  great  weeklies  of  family  circulation,  it  may  not  be  necessary  to  use  extreme 
brevity,  because  famil}^  folks  are  natural  advertisement  readers. 

Advertisements  in  periodicals  read  by  men  must  be  in  the  extreme  of  conciseness 
and  brevity. 

The  examples  given  in  this  department  are  necessarily  of  limited  size.  In  other 
departments  appear  samples  of  good  great  weekly  advertisements. 


Great  Dailies 


“ Builders  of  civilization  ” 


HE  great  daily  is  a daily  periodical  of  one  or  more  daily  editions,  issued 
at  morning,  noon,  or  night,  and  presumably  published  in  a commercial 
center  and  recognized  and  known  by  name  and  reputation  every- 
where. 

The  great  daily  paper,  no  matter  where  located,  represents  some- 
thing. It  may  stand  for  politics,  for  local  news,  for  state  news,  for  national  news,  for 
international  news,  for  journalistic  respectability,  for  hlth,  or  for  some  other  distinct 
characteristic. 

It  may  be  known  for  its  editorials,  for  its  foreign  news,  for  its  sporting  tendencies, 
or  it  may  be  the  recognized  standard  bearer  of  its  party,  or  the  advocate  of  some 
reform  or  lack  of  reform. 

In  the  days  of  the  immortal  Greeley,  editorials  counted,  and  many  a newspaper 
lived  on  the  product  of  one  journalistic  brain. 

Things  have  changed,  and  most  of  the  great  dailies  are  to-day  mirrors  of  public 
opinion  with  the  reflections  of  it  regulated  by  the  manipulators  who  own  the  sheets, 
and  with  editorial  character  largely  drowned  in  floods  of  news. 

The  great  daily,  with  few  exceptions,  is  a newspaper,  a sensational  paper,  or  a paper 
of  special  article  and  story,  with  contents  cov^ering  the  world  of  news,  art,  and  science, 
with  everything  served  upon  the  same  plate,  and  eveiything  seasoned  to  the  appetite 
of  the  multitude. 

To  the  credit  of  legitimate  journalism  there  remain  a few  great  dailies  that  are  as 
grand  in  character  as  they  are  wide  in  circulation,  and  they  maintain  their  integrity, 
giving  to  the  people  enough  of  the  truth,  and  not  of  the  unwelcome  side  of  human 
aflairs,  to  satisfy  any  reasonable  mind. 

As  things  have  changed  so  will  they  continue  to  change,  and  the  mental  journal- 
istic barometers  are  indicating  that  the  day  is  not  far  distant  when  newspaper  history 
will  repeat  itself,  and  the  world  of  newspapers  will  go  forward  by  starting  backwards; 
and  when  those  glorious  days  return,  the  newspaper  will  be  a distributer  of  news 
framed  in  composite  editorial  character,  managed  by  collective  and  not  by  individual 
mind. 

The  so-called  sensational  paper  may  not  be  sensational  in  an  objectionable  sense. 
Sometimes  progression  is  called  sensationalism  by  people  who  pride  themselves  upon 


3S4 


GREAT  DAILIES 


385 


their  conservatism  lar^-ely  because 
and  these  j)eople  object  to  more  tlu 


pAIR’S  pINE  pURNITURE 

CHRISTMAS  RUG  GLORY. 

We  liave  prepared  an  exclusive 
“ Knee  Corner  ” on  our  “ Christmas 
Floor  ” for  the  lovers  of  these 
beautiful  Oriental  oddities.  In  it 
we  have  thrown  indiscriminately  a 
choice  collection  of  the  handiwork 
of  the  various  rug- weaving  ])eoples. 
All  of  the  accepted  styles  and  pat- 
terns are  here  for  your  choosing. 
Nothing  could  he  more  appropriate 
and  acceptable  for  a holiday  gift 
than  one  of  these  beautiful  speci- 
mens of  rug  glory.  Many  of  the 
smaller  sizes  are  in  the  shape  of 
mats  for  upper  hall  or  bathroom. 
Christmas  novelties  are  disappear- 
ing rapidly,  so  do  not  longer  delay 
your  choice. 

JOHN  C.  FAIR  Co. 

86,  88  AND  90  WEST  1 05TH  ST. 

NEAR  BROADWAY. 


they  are  too  lazy  to  be  other  than  conservative; 
in  one  headline,  and  desire  to  have  tlie  news  of  the 
day  strained  through  a eob-webbed  lilter. 

The  conservative  paper  is  a magnilieent  ad- 
vertising medium  so  far  as  it  goes,  and  its 
value  must  be  considered  partly  by  (Quality  and 
largely  by  the  quantity  of  its  qualit3\ 

The  purely  sensational  paper,  that  distorter 
of  news  and  bombastic  liar  that  makes  a sen- 
sation out  of  nothing  and  blankets  the  good 
side  of  life  by  always  showing  the  bad  side  of 
it,  is  a journalistic  monstrosity  and  should  be 
suppressed  by  law.  Such  a paper  is  never 
read  by  decent  people,  and  as  decent  people 
have  the  money  and  do  the  buying,  nine  tenths 
of  those  who  read  this  periodical  are  not  worth 
reaching. 

The  writer  wishes  it  distinctly  understood 
that  he  is  not  coAdemning  honest  and  progres- 
sive sensation,  because  sensation  has  a right 
to  live,  and  always  will  live,  but  he  is  attempt- 
ing to  pre- 


FACTORY;  708  AND  710  WEST  42d  STREET. 


sent  in  a true 
and  honest 
light  the  al- 
most value- 


Plate  No.  1.  — Reproduction  of  recent  daily  paper  adver- 
tisement. As  the  announcement  is  about  rugs  there  may  not 
be  excuse  for  the  line  “ Fair’s  Fine  Furniture,”  and  certainly 
it  should  not  be  more  prominent  than  the  subject-heading. 
There  appears  to  be  little  significance  to  the  word  “ Glory  ” 
as  applied  to  Christmas  rugs.  The  advertisement  contains 
rather  too  much  matter  and  the  so-called  “ fine  ” writing  is 
not  business-like. 


less  advertis- 
ing value  of 
those  few 
disgusting 
daily  sheets 

read  by  the  depraved,  and  occasionally  glanced  at 
b^'  the  curious. 

Circulation  counts,  but  circulation  without  quality 
back  of  it  may  be  as  valueless  as  the  sands  of  the 
desert. 

The  local  daily  issued  in  the  smaller  places,  with 
ninety-nine  per  cent,  of  its  circulation  limited  to  its 
own  district  is  not  a great  daily,  and  is  discussed 


Rup  For 
Christmas 

Regular  rugs — irregular  rugs — 
rugs  for  50  cents — rugs  for  j?i,ooo 
• — give  a rug — the  receiver  will 
bless  your  good  sense — if  you 
haven’t  any  one  to  give  to  buy  one 
for  yourself. 

John  C.  Fair  Co., 

86  to  90  West  105th  St.,  near  Broadway. 

rAy.A^ANT.^'T.^'TATA.'TVT 

Plate  No.  2. — - Matter  in  Plate  No.  i re-written 
and  re-set.  Heading  in  Gothic  No.  ii.  Descrip- 
tive matter  in  Ronaldson  Condensed.  Name  and 
. , . -1  • 1 r address  in  French  Elzevir.  Maltese  Cross  Border. 

in  a department  b^’  itseli. 

The  circulation  of  the  great  daily  paper  is  from  one  half  to  two  thirds  within  the 
city  limits,  and  the  greater  part  of  the  balance  covers  a radius  of  from  twenty’-five  to 


386 


FOWLER’S  PUBLICITY 


Blank’s, 

6TH  AV.,  48TH  TO  49TH  STS. 

THREE  BARGAINS 

in 

LADIES’  JACKETS 


JACKETS  of  Frieze  or  lYrsian 
Boucle,  shield  fronts,  storm  collars. 


Plate  No.  3. — Reproduction  of  opening  part  of 
leading  department  store’s  advertisement.  Descrip- 
tion omitted  to  save  space.  Name  in  altogether  too 
large  type,  and  subject-headings  in  altogether  too 
small  type. 


thirty  miles.  The  rest  of  tlie  papers  go  all  over  the  state  and  into  other  states,  reach- 
ing the  country  at  large  through  a limited  subscription  list  and  by  a very  extensive 

circulation  in  hotel  and  library  reading  rooms. 

The  greater  part  of  great  daily  readers  live  in  or 
near  the  city,  or  are  country  people  of  the  better  class 
who  can  afford  a daily  paper  and  consider  the  read- 
ing of  it  necessar}^  to  keeping  up  with  the  times. 

The  great  daily  paper  reaches  every  class  of  people 
in  its  city  e-xcept  those  very  much  above  or  below 
it,  and  the  better  grade  of  people  in  the  countr}’. 

While  nearly  every  copy  of  a great  daily  is  sold 
on  the  news  stands  or  by  newsboys,  of  course  ex- 
cepting those  which  reach  the  countr}’,  the  circula- 
tion is  not  of  a transient  character.  Most  people 
stand  by  the  daily  of  their  choice,  and  if  they  read 
any  other  dail}’,  they  read  it  in  connection  with  their 
favorite  paper. 

The  great  daily  paper,  besides  its  regular  sub- 
scription and  news-stand  sale,  has  an  immense  read- 
ing room  constituenc}’,  which  although  not  as  profitable  to  the  advertiser  as  its  regular 
circulation,  is  not  of  insignificant  value. 

The  advertising  in  the  great  daily  is  about  three  quarters  local,  and  the  balance  of 
it  is  that  of  general  advertisers  who  use  the  paper 
for  the  benefit  of  local  dealers  or  for  general  ad- 
vertising solely. 

The  city  advertiser  is  obliged  to  use  the  great 
daily  for  there  is  no  other  medium  to  take  its 
place  and  no  other  method  of  reaching  the  people 
of  the  city.  He  cannot  cover  his  territoiy  by 
circulars,  although  he  may  use  them  to  advantage. 

The  great  daily  offers  to  him  the  most  economical 
and  the  only  exclusive  means  of  reaching  his  cus- 
tomers. The  large  city  advertiser  is  really  a semi- 


general advertiser  for  he  gathers  trade  from  around 

O O 


from  a large 


his  city 
country  at  large 


|3  Jacket! 
I Bargains  I 

I Blank’s! 


part  of  his  state,  from  the 
and  not  a small  part  of  his  sales 
come  from  city  visitors. 

The  great  daily  reaches  his  regular  and  his 
transient  customers  and  is  read  by  the  visitor 
within  the  gate  of  his  city. 

It  is  almost  an  insult  to  the  advertiser  of  the  great  city  to  discuss  the  value  of  great 
daily  paper  advertising,  for  long  ago  the  question  of  its  necessity  passed  into  an  axiom. 


® 6th  Ave.,  48th  and  49th  Sts. 

Plate  No.  4. — Matter  in  Plate  No.  3 re-written  and 
re-set.  Heading  in  Howland,  name  in  DeVinne,  address 
in  Condensed  Roman.  New  liarta  liorder. 


(;RKA^r  DAILIES 


3«7 


OPEN  EVENINGS. 

ALL  HOOKS  OF  ALL  ITHLISIIEKS, 
ENOUMOrS  STOCK, 
-MODEHAI'E  riUCES, 
nt  the 

LARGEST  ri'-TOAVN  BOOKSTORE. 

Wll.l.lAM  1C.  KI.AXK, 
.'>00  iiikI  Sixth  Av., 

X.  W.  Cor.  noth  St.,  Now  York. 


Plate  No.  5. — Reproduction  of  daily 
advertisement  evidently  intended  not  to  be 
read.  Probably  the  maker  copied  a casket 
name-plate.  Advertisements  should  be 
cheerful. 


The  jiolitical  llinor  oi' a great  daily  has  nothing  whatever  to  do  with  its  A’aluc  as 
an  advertising  ineiliuin,  e.xeept  in  a very  lew  plaees,  where  the  adherents  of  some  one 
part}’  are  of  a lower  order,  and  tlierefore  are  not  the  buyers;  but  polities  are  so 

wonderlidly  and  fearfully  mixed  up  nowadays,  that  people 
of  one  Jiarty  read  papers  of  other  parties. 

It  is  admitted  that  the  majority  of  city  merchants  do 
not  do  enough  advertising,  and  that  many  of  the  most 
extensive  advertisers  say  too  much  in  the  space  they  use 
instead  of  saying  less  or  using  more  space.  Trade  in 
the  great  commercial  centers  is  practically  unlimited, 
and  the  liberal  advertiser  gets  the  bulk  of  it. 

The  great  city  advertiser  should  change  his  adver- 
tisement as  often  as  possible  and  should  seldom  allow 
the  same  advertisement  to  appear  more  than  twice. 

The  advertisements  must  be  bright  and  newsy  and  the 
style  of  talking  to  the  people  is  to  be  encouraged. 

Illustrations  should  not  be  used  unless  they  do  justice  to  the  article,  and  as  most 
dailies  are  quickly  printed  it  is  better  to  use  no  illustrations  except  outlines. 

The  women  depend  upon  the  great  daily  for  buying  news,  and  they  invariably  visit 
the  store  that  advertises. 

It  is  obvious  that  the  great  city  advertiser  must  announce  many  articles  on  the 
same  day,  but  the  use  of  rules  or  white  space  will 
easily  give  each  article  the  advantage  of  a separate 
advertisement. 

The  conventional  plan  of  giving  the  weather  prob- 
abilities and  preceding  the  advertisement  with  some 
news  item  is  not  too  old  to  miscarry. 

Generally  the  larger  the  advertisement  the  better 
it  will  pay  proportionately. 

Notwithstanding  the  almost  universal  custom  of 
placing  the  name  and  address  at  the  head  of  the 
advertisement,  the  opinion  is  ventured  that  beyond 
a small  type  illustration  of  the  name  and  address. 


All 

Books 

Here 


All  the  books  of  all 
publishers  all  ready 
for  you.  Come  early. 
Stay  late.  Open 
evenings.  Make 
yourself  at  home. 


WILLIAM  R.  BLANK. 

500  and  502  Sixth  Avenue, 


the  beginning  of  the  advertisement  should  be  given 
to  some  strong  headline  referring  to  the  goods  for  sale. 

It  is  a good  plan  to  date  the  advertisement,  and 
to  give  people  reason  to  expect  daily  inducements. 

Within  the  last  fifteen  years  the  great  daily  has 
become  a medium  for  the  advertising  of  the  manu- 
facturer’s  product,  in  order  to  stimulate  the  local  sale 
of  it.  Many  of  the  advertisements  now  found  in  the  magazines  and  other  general 
publications  are  in  substance  produced  in  the  great  dailies. 


Plate  No.  6. — Matter  in  Plate  No.  7 re-written 
and  re-set.  Heading  in  Dazzle.  Reading  matter  in 
Bold  Face  Old  Style.  Name  and  address  in  Gothic 
Condensed  No.  5. 


388 


FOWLER’S  PUBLICITY 


Tlie  general  advertisement  in  the  great  daily  should  be  extremely  brief  and  attempt 
to  make  but  one  point,  and  unless  the  reader  is  sure  to  understand  by  inference  that 

the  goods  are  for  sale  locally,  mention  of  that  fact 
should  be  made. 

The  magazine  and  general  periodical  advertise- 
ments reach  the  country  at  large,  but  cannot  perfectly 
cover  any  one  section  of  it. 

The  great  daily  paper  advertisement  covers  the 
local  ground  completely,  and  fully  supplements  the 
advertisements  in  general  periodicals. 

The  great  daily  advertisement  directly  reaches  the 
reader  at  large.  In  every  great  city  there  are  thou- 
sands upon  thousands  of  visitors,  and  all  of  them 
read  some  local 
paper  while  in  the 


The  Real 
Value 

of  a watch  depends 
upon  the  accuracy  of 
the  movement  and 
not  upon  the  price 
of  the  case.  The 
^‘NEJV  roRK^^  and 
^^BOSTON^^  Fuller 
Watch  movements 
are  most  accurate 
time=keepers. 

For  sale  by  all  retail  jewelers. 


Plate  No.  7. — A well-set  general  daily  adver- 
tisement. The  use  of  Italics  with  Full  Face  is 
questionable.  Heading  is  not  specific,  can  apply  to 
anything,  and  is  not  likely  to  attract  the  attention 
of  men. 


city. 

The  great  daily 
paper  advertise- 
ment reaches  the 
same  class  of  peo- 
ple that  read  the 
magazines,  and 
also  the  people  who  do  not  read  the  magazines, 
and  it  focuses  the  trade  directly  into  the  store  of  the 
local  merchant. 

It  has  seldom  been  found  profitable  to  confine 
general  advertising  wholly  to  great  daily  papers, 
nor  has  experience  proven  that  it  is  economical 
to  limit  the  advertising  to  any  other  class  of  pe- 
riodicals. 

The  local  advertiser  must  use  the  great  daily.  To 
him  it  is  almost  all  he  has  worth  using. 

The  g-eneral  advertiser  finds  it  best  to  use  all  the 
leading  publications  of  general  circulation,  and  to 
add  to  his  list  from  fifty  to  one  hundred  of  the  great 
daily  papers,  supplementing  his  periodical  advertis- 
ing with  lithographs,  signs,  and  every  other  legit- 
imate method  of  publicity,  that  the  entire  held  of  his 
trade  maybe  covered  specihcally  and  locally  as  well 
as  generally. 

The  advantase  of  usin^  the  smaller  dailies  and  cou 

O O 

tising  is  discussed  in  separate  departments. 


I Watch  I 
I Value  I 

® m 

K There’s  no  peace  ® 
^ with  a bad  time-  ^ 
® piece — better  reg-  ® 

* 1 * 

^ ulate  your  move-  g 

^ ments  with  a ® 

^ ‘‘New  York”  or  ^ 

^“Boston”  Fuller  ^ 

^ Watch  Movement  ^ 


All  jewelers  have  ’em 


Plate  No.  8.  — Matter  in  Plate  No.  5 re-written 
and  re-set,  in  series  of  Johnson  Old  Style.  Elzevir 
Border. 

ntry  weeklies  in  general  adver- 


GREAT  DAILIES 


3^9 


It  is  fair  to  presume  that  every  puhlieation  purehased  is  read,  because  if  that  was 
not  the  intent  the  action  of  buying  would  not  take  place;  but  many  a general  publica- 
tion may  be  misplaced  and  unread  because  the  buyer  does  not  find  it  necessary  to 
read  it  at  once,  while  few  buyers  of  daily  papers  postpone  their  reading  because  the 
paper  is  stale  if  not  read  when  served. 

Continuous  great  daily  paper  advertising  is  necessary,  and  experience  has  proven 
that  spasmodic  advertising  in  great  dailies  is  not  worth  one  quarter  as  much  as  con- 
tinuous publicity. 

The  advertisement  may  be  seen  to-day,  and  thought  about  to-morrow,  and  if  the 
paper  has  been  destroyed  or  misplaced,  and  there  is  not  any  easy  way  of  hnding  it 
again,  a proportion  of  its  value  may  be  lost. 

There  are  but  few  indispensable  classes  of  advertising,  and  advertising  in  great 
daily  papers  is  one  of  them. 

The  examples  of  advertising  given  in  this  department  must  be  necessaril}^  limited 
to  the  smaller  announcements.  Other  departments  in  the  book  present  almost  every 
style  of  great  daily  advertising. 


\ 


Local  Dailies 

“ Props  to  progression’s  pillar  ” 


HE  great  daily  paper  is  both  a general  and  a local  periodical. 

The  local  daily  paper  is  primarily  local  in  its  circulation,  and  while 
it  may  have  a scattered  clientele,  its  constituency  is  limited  to  its  im- 
mediate town,  city,  or  count}’. 

Exclusive  of  the  great  daily  papers,  local  dailies  may  be  divided  into 

three  classes. 

The  hrst  class  comprises  those  papers  that  are  metropolitan  in  character  and  yet 
are  not  published  in  metropolitan  centers.  They  are  of  great  reputation  and  wield  a 
tremendous  influence.  They  are  quoted  from  generally,  and  known,  although  not 
regularly  read,  by  the  thinkers  of  the  entire  country.  IMany  of  them  are  grander 
examples  of  journalism  than  half  of  the  so-called  great  dailies. 

The  second  class  includes  those  papers  without  a national  reputation,  that  yet  ex- 
ercise a great  influence  in  their  local  communities.  They  are  frequently  published  in 
buildings  of  their  own,  and  are  conducted  upon  a strictly  business  basis,  the  count- 
ing-room and  editorial-room  working  harmoniously  but  independently. 

The  third  class  covers  the  small  local  daily  papers.  These  papers  are  largely 
printed  from  plates,  and  the  home-set  matter  is  almost  exclusively  of  local  character. 
They  seldom  receive  telegraphic  dispatches,  and  often  the  editorials  are  stereotyped 
in  more  senses  than  one.  They  are  generally  as  good  as  their  territory,  and  their 
shortcomings  are  not  their  fault.  They  are  necessary  to  the  upbuilding  of  every 
town,  and  poor  though  some  of  them  may  be,  it  would  be  better  if  there  were  more 
of  them  instead  of  less  of  them.  Their  apparent  lack  of  enterprise  is  almost  invaria- 
bly due  to  their  publisher’s  lack  of  money  and  not  to  his  lack  of  intellect. 

What  has  been  said  about  advertising  in  great  daily  papers,  so  far  as  local  advertis- 
ing is  concerned,  generally  applies  to  advertising  in  local  dailies. 

The  advertising  space,  even  in  the  smallest  local  daily,  is  valuable  to  the  general 
advertiser,  and  invaluable  to  the  local  advertiser. 

Nearly  every  Eastern  town  of  more  than  six  thousand  population,  and  about  all  ot 
the  Western  towns  of  over  three  thousand,  support  from  one  to  four  dailies. 

The  introduction  of  perfected  news  systems,  the  economy  of  stereotyping,  and  the 
first-class  plate  telegraphic  service,  enable  ever}’  local  town  of  fair  business  to  support 
a respectable  daily  newspaper. 


390 


LOCAl.  DAILIES 


39' 


JOHN  MAY.  President. 
FRANK  MAY,  Vice-President. 


JOHN  MAY 

HARDWARE 


Importers  and 
Wholesale  Dealers  in 


COMPANY. 


HARDWARE  AND  BUILDERS'  SUPPLIES, 
SADDLERY,  SADDLERY  HARDWARE,  FARM  IMPLEMENTS. 

Wagons,  Buggies,  Carts,  Ulacksiiiitlis’  aiul  Wheelwrights’  Ma- 
terials. Iinported  and  Domestic  Tahlo  and  Pocket  Cutlery. 


Pl.ATE  No.  I. — Reproduction  of  a rather  artistically  set  local  ad- 
vertisement, but  not  calculated  to  advertise  beyond  bringing  the 
name  before  the  public. 


Nothin”’  better  shows  the  eharaeter  of  a town,  nor  better  marks  its  business  <^rowth 
anti  pernianene}',  than  the  existence  of  a tirst-elass,  well-etlitetl,  and  well-printed 

dail}'  newspaper.  The  I'amily  looking  ibr 
a home,  or  the  widow  desiring  to  settle 
where  she  can  economically  brin^  iiji  her 
family,  and  the  man  of  capital  searching 
for  a local  store  opening,  can  obtain  as 
much  information  from  the  newspaper  di- 
rectory as  from  the  gazetteer. 

This  is  an  age  of  small  dailies,  and 
where  there  is  a daily  there  must  be  local 
enterprise.  By  their  dailies  the  condition 
of  the  towns  is  known.  The  local  country 
weekly  is  either  existing  by  itself  or  is  printing  a daily  edition,  and  probably  one  half 
of  the  small  dailies  of  to-day  are  the  children  of 
prosperous  weeklies.  The  small  daily  does  not 
necessarily  take  the  place  of  the  country  weekl}’,  not- 
withstanding that  man}^  progressive  newspaper  men 
are  laboring  under  the  delusion  that  a poor  daily  is 
better  than  a good  weekl}’.  There  should  be  more 
weekly  papers,  but  there  should  not  be  fewer  daily 
papers.  There  should  be  as  many  daily  papers  as 
there  is  room  for  them,  but  no  daily  paper  can  ever 
blanket  the  good  local  family  weekly,  from  which 
has  sprung  all  of  the  newspapers  of  the  world,  and 
without  which  there  could  not  have  been  magazines 
or  even  modern  civilization. 

Advertising  space  in  the  local  daily  is  absolutely 
indispensable  to  the  local  merchant.  The  retail 
merchant  in  any  town  where  there  is  a decent  daily  newspaper  is  obliged  to  adver- 
tise in  it,  or  else  to  do  less  business. 


Always  in  a Hurry. 

Deale  sends  out  a delivery  wagon  every 
hour. 

PRICES  MUCH  LOWER. 

GOODS  FRESH. 

PATRONAGE  VALUED, 


Tidal  Wave  Flour 

$1.25 

Best  Creamery  Butter 

30c 

Elgin  Creamery  Butter 

25c 

Fresh  Country  Butter 

15c 

Mince  Meat,  per  pound 

10c 

Corner  Mechanic  and  2.5th. 

Phone  231. 

A.  DEALE  & CO., 

Cor.  riechanic  and  25th  St. 


Plate  No.  3. — Reproduction  of  advertisement 
with  bad  heading.  Never  deliver  things  in  a hurry. 
Deliver  them  promptly. 


May’s  Honest 
Hardware 

We  wholesale  and  import  every  class  of 
hardware,  saddlery,  farm  implements,  and 
materials  for  wagons,  buggies,  and  carts. 
Foreign  and  native  tableand  pocketcutlery. 

John  May  Hardware  Co. 

John  May,  Pres.  Frank  May,  Vice- Pres. 


No  matter  if  the  local  daily  is  printed 
upon  the  poorest  paper,  and  the  typograph- 
ical display  would  make  the  shadow  of 
Ben  Franklin  blush;  and  no  matter  if 
there  are  no  editorials,  or  editorials  that 
are  not  worth  reading;  and  no  matter  if 
the  news  is  imperfectly  served;  if  that 
paper  is  the  best  paper,  or  the  only  one, 
it  must  be  used  by  the  local  advertiser. 
It  is  the  only  way  of  reaching  the  people  day  by  day. 

If  there  is  more  than  one  local  daily  paper  in  the  town  it  pays  to  advertise  in  all 


Plate  No.  2. — Matter  in  Plate  No.  i re-written  and  re-set. 
Series  of  Gothic  No.  6.  Barta  Original  Border. 


FOWLER’S  PUBLICITY 


392 


10  Crips 
JlDay 

Delivery  wagon 
leaves  every  hour- 
all  the  groceries  you 
want  when  you  want 


em. 


A.  Deale  & Co., 

Mechanic  and  25th  Sts. 
Somebody  always  at  the  telephone. 


Plate  No.  4. — Matter  in  Plate  No.  3 re-written 
and  re-set.  Heading  in  Bradley.  Reading  matter  in 
Old  Style.  Name  and  address  in  Ronaldson  Con- 
densed. Last  line  in  Jensen.  Double  rule  border. 


of  them  unless  they  are  positively  objectionable. 
Even  the  poorest  daily  paper  must  have  a constitu- 
enc}^  and  it  must  reach  a class  which  the  other 
papers  do  not  touch.  Somebody  must  buy  it,  or  it 
would  not  exist,  and 


some  of  those  who 
buy  it  probably  do 
not  buy  any  other 
daily  paper.  The 
local  daily  is  a local 
institution  a n d is 
read  by  the  people  of 
its  town, even  though 
every  one  of  them 
may  think  that  they 
do  not  respect  it. 

The  local  adver- 
tiser must  regulate 
the  amount  of  space 
he  is  to  use  by  the 
amount  of  business 
he  does,  and  by  the 


amount  of  business  he  wants  to  do,  provided  he  does 
not  want  to  do  more  business  than  he  can  do. 

Generally  large  space  in  a local  daily  paper  pays 
proportionately  more  than  small  space. 

The  majority  of  unprogressive  local  advertisers  use 

too  little  space,  and 
they  are  likely  to 
find  their  announce- 
ments drowned  be- 
cause surrounded  by 
larger  and  better 
advertisements. 

With  few  excep- 
tions, no  successful 
merchant  ever  used 
small  space  in  a local 
daily,  and  those  who 
have  succeeded  and 
advertisers. 

Experience  indie 


We  ordered  too  ^ 
i many,  and  we  have  1 
i too  many  left.  We’di 
g rather  sell  and  lose  g 
1 money  than  keep ’em.! 


g $8  Men’s  Overcoats  for  $3,25  g 
g $15  Men's  Suits  for  $10  § 


$10  Men’s  Suits  for  $6 


m 


They’re  Going  Fast! 

And  no  Wonder.  Bargains  Like  These 
Were  Never  Offered 

$8.00  Men’s  Overcoats Now  $3.25 

$15.00  Men’s  Suits Now  $10.00 

$10.00  Men’s  Suits Now  $6.00 

$8.00  Men’s  Suits Now  $4.00 

$5.00  Men’s  Pants Now  $2.95 

$3.00  Men’s  Pants Now  $1.50 


JONATHAN  WHITESTONE. 


$8  Men’s  Suits  for  $4  1 
^ $5  Men’s  Trousers  for  $2.95  g 
$3  Men’s  Trousers  for  $1.50 


i SURE  SATISFACTION  | 


Plate  No.  5.. — Reproduction  of  local  clothing 
advertisement.  There  is  snap  to  the  heading,  but  it 
does  not  refer  to  clothing  more  than  to  anything  else. 
The  cut  in  price  is  so  heavy  that  reason  should  be 
given  for  making  it  or  it  will  not  be  believed. 


Plate  No.  6. — Matter  in  Plate  No.  5 re-written 
and  re-set.  Set  in  Gothic  Condensed  No.  1 1 and 
Howland.  Illustrates  the  effect  of  heavy  type  sepa- 
rated with  single  rules.  Florentine  Border  No.  155. 

are  succeeding  are  the  liberal 


ites  that  continuous  everv-day 


I>()CAL  DAILIES 


393 


achcrtisiii^  is  worth  nearly  twice  as  nuieli  per  time  as  every-other-day  advertising, 
Connection  between  seller  and  buyer  should  never  be  broken. 

The  aro'ument  used  by  some  merchants  that  they 
do  not  need  to  advertise  extensively  in  local  dailies 
because  everybody  knows  where  they  are  and  what 
they  sell,  has  been  over  and  over  a^ain  proven  to 
be  false  by  the  success  made  by  extensive  local  ad- 
vertisers who  are  sure  to  take  the  business  away 
from  the  man  who  thinks  he  can  do  business  with- 
out askiui^  people  to  do  business  with  him. 

While  it  is  sometimes  good  policy  to  advertise  the 

firm  name  exten- 


Have 

Just 

Received 

A Large  Line  Of 

LADIES 

COATS 

and 

CAPES 

^ Direct  from  the  Manufacturer,  which 
will  be  sold  at  the  very  lowest  prices. 
A full  line  of 

Novelty  Cloths 

and  a fixll  line  of  FILO,  ROPE  and 
other  Embroidering  Silks  in  all  the 
latest  shades,  at 

H.  I.  BLANK, 

SMITH  BLOCK. 


Plate  No.  7. — A very  poorly  set  and  ineffec- 
tive dry  goods  and  department  store  advertisement. 
“ Just  Received”  is  just  as  strong  as  “ Have  Just 
Received  ” and  takes  up  less  room. 

often  it  is  a good  plan  to  date 
every  day. 


sively  and  to  allow 
it  to  appear  at  the 
top  of  the  column, 
it  is  generally  more 
profitable  to  adver- 
tise the  goods  more 
prominently  than 
the  firm  name. 

An  advertisement 
of  more  than  one 
article  can  be  di- 
vided into  distinct 
sections,  that  each 
article  may  have 
the  advantage  of  in- 
dividuality. 

Whenever  pos- 
sible the  advertise- 
ment should  pre- 
s e n t news,  and 
it,  and  to  change  it 


Styles  of  Sense 
Happy 

Combinations 
Prices  Right 


H.  I.  Blank: 


No  business  is  too  small  to  be  advertised  if  the 


Smithi  Bloclc 


town  is  not  too  large,  and  there  are  hardware  men, 
stove  dealers,  barbers,  shoemakers,  grocers,  meat- 
men, dentists,  florists,  architects,  auctioneers,  bakers, 
blacksmiths,  dealers  in  coal  and  wood,  confectioners, 
dressmakers,  flour  sellers,  harness  makers,  hay  and 
straw  men,  insurance  agents,  laundries,  marble,  stone 
and  lumber  men,  masons,  milkmen,  painters,  paper- 


Plate  No.  8. — Matter  in  Plate  No.  7 re-written 
and  re-set.  Heading  in  Reubens.  Descriptive 
matter  in  Old  Style  Antique.  Name  and  address 
in  Old  Style  E.xtended.  Combination  of  Collins 
Borders  and  single  rules. 


394 


FOWLER’S  PUBLICITY 


hangers,  stationers,  tailors,  tinsmitlis,  and  others,  in  every  community,  who  think  they 
ought  not  to  advertise  because  others  in  their  line  do  not  advertise,  and  therefore  lose 

a large  amount  of  business  which  advertising 
would  assist  in  bringing  to  them. 

The  local  daily  is  profitably  used  by  the  gen- 
eral advertiser  to  develop  the  local  field,  and 
to  encourage  the  local  merchant  or  agent  who 
handles  his  goods. 

The  general  advertiser  finds  it  profitable  to 
use  the  local  dailies,  and  he  places  his  advertis- 
ing with  them  direct,  through  his  advertising 
agent,  or  through  the  local  dealer;  and  in  the 
latter  case  he  allows  the  dealer  a certain  sum 
for  local  advertising. 

The  local  advertising  of  a general  article 
should  invariably  bear  the  name  and  address  of 
those  handling  it,  unless  eveiy  one  in  the  trade 
sells  it,  when  it  is  onl}’  necessary  to  use  some 
expression  like,  “ Sold  Eveiywhere,”  ‘‘  Sold  by 
Grocers,”  At  the  Drug  Store.” 

The  general  advertiser  in  selecting  local  dailies  should  be  guided  by  the  judgment 
of  the  local  dealer,  who  is  in  a position  to  know  the  advertising  effectiveness  of  the 
newspapers.  Before  making  up  lists  of  local 
dailies,  it  is  well  to  write  to  the  dealers  in  each 
town  and  ask  them  to  give  the  names  of  the 
papers  considered  good  advertising  mediums, 
with  the  name  of  the  best  one  written  first,  the 
next  best  next,  and  so  on.  Any  intelligent  local 
merchant  without  effort  can  give  information 
concerning  his  local  papers,  and  it  pays  to  abide 
by  his  advice;  first,  because  it  is  good;  and 
second  it  is  well  not  to  antagonize  him  if  it  is 
expected  that  he  will  handle  the  goods.  Often 
it  is  advisable  to  aceept  the  paper  she  selects 
even  though  there  may  be  reason  to  differ  from 
his  judgment. 

The  local  dailies  are  very  liberal  in  the  matter 
of  reading  notices,  and  will  always  do  well  by 
the  advertiser  who  does  not  overcrowd  them. 

The  general  as  well  as  the  local  advertiser 
should  remember  that  local  daily  paper  space  is  merchandise,  and  that  tliere  is  really 
no  more  reason  why  the  local  publisher  should  gi\'e  reading  notices  than  there  is  for 


$ Handsome  Handkerchiefs  $ 

i B.  & B.  i 

Bargains  1 

i ^ i 

J If  you  can’t  come,  drop  a postal? 
S and  we’ll  send  yon  our  handkerchief  J 
J and  muffler  circular.  # 

J Never  before  did  we  offer  so  many' 
5 and  so  beautiful  handkerchiefs  fori 
# so  low  prices. 

Brown  & Brown, 

500  Smith  Ave. 

Plate  No.  io.  — Matter  in  Plate  No.  g re-v.’ritten  and  re- 
set. Series  of  Old  Style  Condensed  'I'itle.  Scarf  border. 


B.  & B. 

As  soon  as  you  read  this  send  us  your  name 
and  address  and  we’ll  mail  you  our  illustrated 
special  Handkerchief  and  Muffler  circular — an 
easily  understood  announcement  of  an  impor- 
tant event. 

100  different  patterns  Ladies  Swiss  Em- 
broidered Handkerchiefs  at  these  special  prices 
— IOC  each — I2^c  each — and  25c  each  or 
$2  85  a dozen. 

All  the  departments  of  the  store  are  prepared 
for  and  busy  with  the  greatest  merchandising 
in  good  and  pretty  and  useful  goods  we  ever  did. 

SPECIAL  SPRING  GLOVES 
Ladies’  real  $1  50  Kid  gloves,  00  A PAIR 

BROWN  & BROWN 

Plate  No.  9. — Reproduction  of  an  unprofitable  style  of 
advertising.  “ B.  & B.”  may  be  used  for  a trade-mark,  but 
it  never  should  stand  by  itself  in  great  prominence.  In  con- 
nection with  a descriptive  heading  it  is  effective. 


LOCAL  DAILIES 


395 


lus  rccoiviiii;-  prostMits  iVoin  the  advertiser.  Courtesy  lor  courtesy  pa}-s,  and  the  ad- 
vertiser who  is  liberal  with  his  paper  obtains  much  more  for  his  mone}’  in  one  way  or 
another  than  does  the  fellow  who  by  grabbinj^  for  all  he  thinks  he  can  gets  less 
than  he  ought  to  have. 

The  local  dail}'  is  for  the  local  peciple.  In  no  other  way  can  they  obtain  the  local 
news  daily,  'fhe  great  daily  in  a near-by  city  may  Hood  the  town,  and  it  may  keep 
correspondents  in  the  midst  of  it;  but  it  is  taken  for  its  general  news  and  not  for  its 
local  color,  and  the  sale  of  it  does  not  alfect  the  local  daily  of  enterprise. 

The  local  daily  goes  into  the  homes  of  the  people  more  than  any  metropolitan 
journal.  Eveiybody,  from  the  children  to  the  oldest  inhabitant,  is  interested  in  the 
local  news,  and  the  paper  is  read  and  passed  around  and  absorbed  and  digested  by 
every  member  of  the  household.  Next  to  the  local  weekly  the  local  daily  is  nearest 
to  the  people’s  hearts. 

The  departments  of  “ Great  Dailies  ’’  and  “ Local  Weeklies  ” should  be  read  in  con- 
nection with  this  department.  The  examples  of  advertising  presented  necessarily 
occupy  limited  space.  Throughout  the  book  the  illustrations  are  directly  in  the  inter- 
est of  local  daily  paper  advertisers. 


Local  Weeklies 

“ Near  to  people’s  hearts  ” 


HE  first  newspaper  was  a weekly  paper  because  people  were  not  ready 
for  a daily  paper,  and  a newspaper  could  not  be  issued  less  often  than 
once  a year. 

The  public  had  existed  and  had  had  a happy  time  of  it  without  the 
magazine,  the  literary  periodical,  the  daily  paper,  and  the  publication 
of  fun,  but  as  soon  as  the  invention  of  type  made  it  possible  the  local  weekly  was 
demanded  in  order  that  people  might  know  of  each  other  and  that  the  progress  of  the 
town  might  be  chronicled  with  periodical  regularity. 

Fully  three  quarters  of  the  periodicals  of  the  world  are  published  weekly,  and  more 
than  three  quarters  of  this  three  quarters  are  country  newspapers. 

The  Eastern  town  of  a thousand  people,  and  the  Western  town  with  one  church, 
one  hotel,  and  one  street  of  houses,  would  be  ashamed  of  itself  without  one  or  more 
local  weekly  newspapers. 

The  local  weekly  newspaper  reduced  to  the  narrowness  of  a dictionary  definition, 
is  a paper  published  in  a definite  locality,  devoted  exclusively  to  the  people  of  the 
town  and  filled  with  local  happenings,  some  editorials,  and  a considerable  amount  of 
miscellaneous  matter. 

The  better  class  of  country  newspapers  have  a circulation  outside  of  their  local 
constituency,  and  nearly  all  of  the  Eastern  papers  are  read  by  the  Eastern  people 
out  W est. 

The  circulation  statements  of  weekly  newspapers  are  wonderfully  and  fearfully 
made.  Most  local  publishers  prefer  to  claim  that  their  circulation  is  larger  than  their 
competitor’s  when  the  exact  circulation  of  both  papers  is  a press-room  secret. 

The  real  circulation  of  weekly  newspapers  ranges  from  two  hundred  and  fift}’  to 
five  thousand,  the  average  circulation  being  about  seven  hundred. 

Probably  twenty-five  per  cent,  of  the  country  newspapers  print  and  sell  over  a 
thousand  copies  a week,  and  from  five  to  ten  per  cent,  have  a circulation  of  from 
fifteen  hundred  to  twenty-five  hundred,  comparatively  few  reaching  three  thousand, 
and  a very  few  circulating  as  many  as  five  thousand  copies. 

The  country  newspaper  that  exceeds  two  thousand  circulation  is  a profitable  local 
enterprise.  Such  a paper  frequently  occupies  its  own  building  and  is  published  by  a 
prominent  citizen. 


396 


LOCAL  WLLKLILS 


397 


Small  as  the  circulation  may  be,  the  country  ncwspaj')cr  reaches  every  buyer  in  its 
local  lielcl,  because  no  resident  of  the  town  or  villa^'e  has  money  enough  or  brains 
enough  to  buy  an}'thing  who  does  not  regularly  read  the  local  newspaper. 

The  local  newspaj^er  is  the  only  medium  that  can 
be  guaranteed  to  reach  individually  the  members  ol' 
every  buying  family  in  the  territory  of  its  circulation. 

There  can  be  little  waste  in  the  circulation  of  a 
weekly  newspaper. 

It  must  be  admitted  that  some  weekly  newspapers 
have  patent  insides  and  patent  outsides,  with  stereo- 
typed miscellany,  and  with  only  a few  columns  of 
reading  matter  set  with  type  worn  to  the  second 
nick,  and  printed  by  a mechanical  and  editorial  de- 
partment consisting  of  one  man  and  two  boys,  ac- 
complishing a result  which  would  drive  the  city 
printer  to  distraction,  and  further  turn  up  the  up- 
turned nose  of  the  shabby  city  editor.  These  papers 
are  not  models  of  journalistic  enterprise,  and  they 
may  not  receive  the  respect  of  the  community;  but  if  they  are  the  only  papers  in  the 
town,  they  are  read,  patent  inside  and  all,  and  every  self-respecting  citizen  subscribes 
to  them. 

The  majority  of  local  editors  and  publishers  are  philanthropists  as  well  as  money- 
earners,  and  they  make  their  papers  as  good  as  the 
support  given  them  warrants.  If  their  papers  are 
a disgrace,  the  blame  of  it  should  rest  as  much 
upon  the  town  as  upon  the  paper. 

The  editor  of  a local  weekly  may  be  an  unreliable 
fellow,  for  there  are  drones  and  dishonest  men  in 
every  trade.  It  may  be  that  some  partierdar  editor 
is  below  the  average;  he  may  be  a liar  and  a thief, 
and  he  may  be  willing  to  sell  himself  at  so  much 
per  inch,  but  if  he  owns  the  only  local  paper,  or 
knows  how  to  run  a paper,  he  exercises  a power 
which  nothing  but  a better  paper  can  annihilate. 

Many  a country  editor,  although  he  may  be  a 
crank  and  of  the  thinnest  pocketbook,  is  a man  of 
great  intellectual  ability  who  could  occupy  a po- 
sition much  higher  than  circumstances  have  given 
him. 

The  country  editor  in  his  poor  clothes,  in  his  poor  house  on  a poor  street,  is,  ten 
chances  to  one,  a better  read  man,  a more  progressive  man,  a better  man,  and  a man 
of  more  ability  than  three  quarters  of  the  well-dressed  dudes  who  are  more  polished 


1 


What 
To  Eat 


Come  in  — telephone  us  — send 
anybody  — all  the  best  to  eat  in 
meat,  fowl,  and  fish,  all  ready, 
and  fresh.  Prices  — well  you 
know  they’re  always  bottom. 

W.  H.  TUBS, 

Cornet  Block. 


Plate  No.  2. — Plate  No.  i re-written  and  re-set. 
Series  of  Ronaldson.  Crinkly  Rule  Border. 


market 

Jleadiiuartors  for 

Oysters,  (d;uns,  butter,  Eggs, 
Beef,  Pork,  Mutton,  Poultry, 
Salt  and  Smoked  Meats. 


A clioico  lino  of 

Canned  Goods 

Constantly  on  hand. 

It  is  to  your  interest  to  give  me  a call. 

W.  H.  TUBS, 

CORNET  BL’K,  N.  SOUTHBORO  St. 

SMITHVILLE. 


Plate  No.  i. — The  usual  form  of  market  and 
provision  advertising.  The  matter  is  altogether  too 
general. 


39^ 


FOWLER’S  PUBLICITY 


at  foot  than  at  liead,  and  who  possess  clothes,  canes,  and  gloves,  but  nothing  else. 

There  is  no  society  so  exclusive,  so  wealthy,  or  so  blue-blooded,  that  it  can  afford 
to  refuse  a welcome  to  the  decent  country  editor  who  may  enter  its  sacred  precincts. 
He  is  its  intellectual,  if  not  its  material  equal. 

The  local  daily  has  not  taken  the  place  of  the  local  weekly  except  in  places  where 
the  local  weekly  was  too  weakly  to  live.  The  day  will  never  arrive  when  the  im- 
perishable sentiment  of  journalism  will  so  dwindle  as  to  despise  the  local  editor  and 

his  weekly  paper.  Dear  and  sacred  as  the  old 
oaken  bucket  in  the  thoughts  of  our  grandfathers, 
is  the  old-fashioned  country  weekly  to  the  builders 
of  journalism  and  to  the  writers  of  everything. 
There  are  some  things  which  cannot  be  given  up, 
and  the  grand  old  country  newspaper,  with  its  old- 
fashioned  type,  chipped  type  cases,  and  old  hand- 
press,  will  never  be  forgotten,  but  will  always  live 
in  the  present  as  well  as  in  the  past  — a memory 
and  a realization  in  one. 

The  best  people  read  the  weekly  newspapers, 
and  few  are  too  poor  to  take  them  regular!}'. 

The  local  newspaper  is  the  only  indispensable 
advertising  medium  for  the  local  merchant.  Every 
copy  of  it  is  paid  for,  and  it  is  read  because  people 
want  it  enough  to  pay  for  it. 

An  advertisement  in  a local  newspaper  is  worth 
more  than  an  acre  of  circulars. 


ll.F.Sniil|a[iiiB[o 

This  week  we  omit  any  prelude  and  address 
ourselves  to 

Coats,  Capes  and  Dress  Goods. 

The  Coats  are  opened  by  Dozens,  at  prices 

The  Capes! 


Underwear  Stock 


' to  fit  all  purses.  See  them. 

are  just  what  Ladies  want; 
Plush  and  Electric  Furs.  A 
very  large  variety  of  DRESS  GOODS,  Plaid 
Dress  Goods  from  8 to  75  cts.  per  yard,  in 
all  styles;  will  please  anybody. 

Muncy  Bed  Blankets 

From  ^2.50  to  $6.50.  We  also  carry  Excel- 
sior Blankets  from  50  cents  to  $1.15. 

is  complete  for 
Ladies,  Men,  and 
Children.  Ladies’  Ribbed  Pants  and  Vests, 
25c.  per  Pair.  Men’s  Shirts  and  Pants,  25c. 
to  $1.50.  Table  Linen  and  Counterpanes  of 
every  variety  and  price. 

Paris  Cordette,  Elec- 
j trie  Filjre,  and  Perea- 
line  in  Black  and  Drab.  Silk  Eline  in  Black, 
for  Coats,  a specialty. 

For  Dress  Trimmings  TJ/TIT, 

Imported  Spangled  Passementerie  and  Silk 
Velvets,  Persian  Silks  in  Colors.  Imported 
Dress  Buttons,  large  and  small.  Pearl  & 
Ivory. 

B.  F.  Smithard  & Bro. 


Dress  Linings, 


Plate  No.  3.  — A very  frequent  form  of  local 
weekly  advertising.  Altogether  too  much  matter, 
and  what  there  is  is  badly  mixed  up.  The  firm 
name  should  appear  but  once. 


Progress  refuses  to  invent  an  advertising  substi- 
tute for  the  local  weekly  newspaper. 

The  local  merchant  ma}’  think  that  the  people  do 
not  read  the  weekly  newspaper,  and  may  believe 
that  only  the  common  people  see  it.  lie  tools  him- 
self The  ignorant  rich,  although  they  may  scoff 
at  its  shortcomings  and  criticise  it,  read  it  even 
though  they  say  they  do  not.  The  intelligent  read 
it  because  they  want  to  know  the  local  news  and 
are  willing  to  devour  it  even  if  it  is  poorly  served. 

There  is  no  class  of  individual  from  the  poet  to 
the  shoemaker  who  does  not  like  to  see  himself 


in  print  and  to  read  about  what  other  folks  are  doing. 

The  local  advertiser  needs  a local  standing,  and  the  local  newspaper,  better  than 
anything  else  except  his  ability  and  integrity,  can  assist  him  in  building  up  a perma- 
nent business  and  a reputation.  The  advertisement  in  the  local  weekl}'  is  ol  as  much 
interest  to  the  reader  as  the  account  of  a social  gathering. 


LOCAL  WKICKLILS 


399 


'The  local  merchant  who  cannot  use  the  weekly  newspaper  has  something  the 
matter  with  him,  and  it  is  his  duty  to  tind  out  what  the  trouble  is,  lor  it  is  not  with 
the  newspaper. 

'Fhe  reader  looks  at  the  local  advertisement  as  mueh  as  he  looks  at  the  readin*^ 
matter,  and  one  half  the  value  of  the  paper  to  him  is  in  the  advertising  columns.  He 
may  say  that  this  statement  is  wrong,  but  it  is  right  just  the  same. 

If  there  are  on  this  North  American  continent  a half  million  local  merchants,  the 
statement  can  be  boldl}^  made  that  four  hundred  and  ninety  thousand  ol  them  adver- 
tise in  the  local  newspapers. 

With  this  overwhelming  majority  in  favor  of  local  newspaper  advertising  there 
should  be  some  brain-trouble  retreat  for  the  regeneration  of  the  few  local  merchants 
who  defy  custom,  opinion,  experience,  and  facts  in  their  attempt  to  get  along  without 
newspaper  advertising. 


6 BARGAINS 


BARGAIN  No.  I 


BARGAIN  No.  2 


BARGAIN  No. 3 


BARGAIN  No.  4 


BARGAIN  No.  5 


Plate  No.  4. — Matter  in  Plate  No.  3 re-written  and  re-set.  Heavy  Gothic.  Barta  Original  Border.  To  save  space  the  descriptive  matter 
following  the  bargain  headings  is  omitted.  A good  form  of  making  up  bargain  advertising  or  where  more  than  one  article  is  advertised 
at  a time. 


The  greater  part  of  local  newspaper  advertising  contains  from  two  to  twenty-five 
times  too  much  matter,  and  the  firm  name  generally  occupies  type  from  two  to  five 
times  too  large. 

There  may  be  an  excuse  for  printing  the  firm  name  at  the  top  in  the  great  city 
papers,  but  there  is  no  reason  why  the  name  should  be  most  prominent. 

The  local  merchant  should  advertise  the  goods  he  sells  six  times  more  prominently 
than  he  advertises  himself. 

The  larger  the  local  advertisement,  the  better  it  will  pay  proportionately. 

The  local  merchant  is  known  by  the  size  and  quality  of  his  advertising. 

A large  local  advertisement  does  not  need  a preferred  position. 

Brevity,  so  essential  in  magazine  advertising,  is  not  so  necessar}’  in  local  news- 
paper advertising  because  every  countryman  is  interested  in  the  local  advertisements 


400 


FOWLER’S  PUBLICITY 


PI  Blank  Typewriters 

are  the  only  machines  using 
IliKbost  Modal  Awarded  'I'lIK  BLANK  all  steel  tvpewheels  and  are 
Tfl’EWKITEH  No.  1,  World’s  Ooluni-  f _ durahle 

bian  Exposition,  Chicago,  1SU3,  tlierelore  tile  most  auraDle. 

Are  the  highest  grade 
standard  machines.  Have  interchangeable  typewheels  and 
key  tops,  so  that  the  same  machine  can  be  used  to  write 
different  languages. 

The  Blank  Typewriter  No.  i has  been  thoroughly  tested 
by  years  of  use  in  all  parts  of  the  world.  From  its  non  liability 
to  get  out  of  order  it  is  specially  the  machine  for  the  home.  It 
appeals  equally  to  the  child,  the  student,  the  professor,  the  sten- 
ographer, the  business  man,  or  the  mechanic.  Send  for  cata- 
logue, addressing  THE  BLANK  TYPEWRITER  CO., 

550  Lakeside  St. 


Plate  No.  5. — Reproduction  of  a very  much  over-crowded 
great  weekly  paper  advertisement.  Wherever  lengthy  descrip- 
tion is  necessary  it  is  better  to  advertise  one  point  and  to  sug- 
gest the  sending  for  a catalogue. 


and  will  surely  read  the  advertisement  prop- 
erly introduced  with  a large  heading. 

If  more  than  one  article  is  advertised  at 
the  same  time  the  items  should  be  sepa- 
rated by  rules  or  space,  the  advertisement 
being  a composite  one,  — that  is,  one  made 
up  of  two  or  more  small  advertisements,  each 
with  its  full  identity,  and  all  under  a de- 
scriptive heading. 

The  custom  of  running  professional  cards 
is  a profit- 


able one  to 
both  adver- 
tiser and  publisher.  It  is  true  that  all  the  people 
know  the  lawyers  and  doctors,  but  they  frequently 
forget  the  office  hours;  and  nearly  every  professional 
man  can  afi'ord  to  return  the  courtesy  of  a small 
advertisement  for  the  many  favors  the  editor  will  do 
him. 

There  is  no  class  of  business  men,  from  the  tin- 
smith to  the  owner  of  a department  store,  that  can- 
not profitably  advertise  in  the  weekly  newspaper. 

Go  through  any  town  and  notice  the  stores  that 

look  the 


▼▼▼▼▼▼  WWW 


SHOE 

SENSE 


I 


■s 


All  Steel 
Type  Wheel 

The  Blank  typewriter  has  to  do 
right  writing — for  home,  for  office, 
for  everywhere — the  machine  of 
simplicity  and  satisfaction — send 
for  book  about  it,  free.  The  Blank 
Typewriter  Company,  550  Lake- 
side Street. 


St 


best 

appear 

pay 

best  ; 
into 
shops 


and 
t o 
the 
look 
the 
that 


seem  to  be  | 


doing  busi- 


Don’t  take  chances  in  I 
shoe  buying — look  out  | 
for  bankrupt  goods  — | 
quality  is  always  sacri-  | 
ficed  in  sacrifice  sales — x 
better  pay  a few  cents  | 
more  and  be  sure  — what  | 
we  sell  is  w^arranted — | 
Surety  Shoe  Store,  814  | 
Blank  St.  j 


Plate  No.  7.  — A very  plain  and  simple 
form  of  advertising.  Heavy  Gothic  and  Old 
Style  Roman.  Newspaper  Border  No.  72. 


Plate  No.  6. — Matter  in  Plate  No.  5 re-written  and  re-set. 
Heading  in  Howland.  Reading  matter  in  Cushing.  Collins 
Border  No.  176. 


ness, wheth- 
er the  occu- 
pants are  tinkers  or  merchants,  and  the  ad- 
vertisements of  these  places  will  be  found 
in  the  local  newspapers. 

The  local  weekly  newspaper  gets  deeper 
down  into  the  family  heart  and  pocketbook 
than  any  other  medium  the  journalistic  sun 
has  ever  shone  upon. 

Collectively,  the  local  newspaper  is  of 


LOCAL  WEEKLIES 


401 


value  to  the  i^eneral  advertiser;  incli\'idually,  it  is  a business  neecssity  to  tlie  local 
nierehant. 

The  department  entitled  “ Local  Dailies,”  should  be  read  in  connection  with  this 
department,  for  its  contents  directly  apply  to  local  weekly  advertising.  The  depart- 
ment of  “Great  Dailies”  touches  upon  this  matter,  and  applies  to  it.  The  entire 
contents  of  this  book  directly  apply  to  local  weekly  advertising.  Cooperative  news- 
papers arc  local  newspapers,  and  the  value  of  them  to  general  advertisers  is  discussed 
in  a department  by  itself. 

It  is  obvious  that  the  examples  given  with  this  department  must  be  brief.  A large 
proportion  of  the  specimens  of  advertising  throughout  the  book  are  directly  in  the 
interest  of  local  weekly  advertising. 


Cooperative  Papers 

“ Many  in  one,  but  each  one  its  own  ” 

ROM  the  reader’s  or  advertiser’s  point  of  view  there  are  no  coopera- 
tive newspapers. 

For  the  want  of  a name,  and  to  collectively  classify  what  is  face- 
tiously known  as  patent  insides  or  outsides,  the  title  of  “ cooperative  ” 
was  given  to  those  periodicals  that  are  not  entirely  home-print. 

There  are  three  distinct  classes  of  country  newspapers. 

First,  the  country  newspaper  set  entirely  within  its  own  office,  and  printed  from 
type  without  the  use  of  stereotype  plates. 

Second,  the  newspaper  printed  altogether  in  the  home  office,  a part  of  it  made  up 
of  type  matter,  and  the  balance  furnished  in  the  form  of  stereotypes  and  representing 
the  general  news  and  miscellany. 

Third,  the  newspaper  known  as  cooperative,  and  made  up  of  one  or  more  pages 
set  and  printed  at  some  central  office,  the  home  office  setting  and  printing  the  balance. 

The  introduction  of  cooperative  newspapers  has  made  it  possible  for  every  country 
seat  to  possess  a representative,  profitable  journal. 

The  fact  that  the  newspaper  is  cooperative  is  neither  for  nor  against  its  quality  or 
local  standing.  There  are  many  good  cooperative  papers,  man}'  poor  cooperative 
papers,  and  many  good  or  bad  home-print  papers. 

The  matter  printed  at  the  central  office  and  furnished  to  the  country  publisher  is 
of  the  same  kind  that  he  would  use  if  he  set  it,  and  is  generally  of  a higher  grade, 
because  cooperative  matter  is  edited  by  men  of  great  experience,  and  is  better 
adapted  to  the  public  wants  than  the  bulk  of  the  miscellany  appearing  in  the  home- 
print  paper. 

The  concerns  making  that  part  of  the  cooperative  newspaper  furnished  to  the  local 
publishers  derive  their  profit  not  from  the  sale  of  the  white  paper,  but  from  what  is 
known  as  cooperative  advertising. 

The  central  office  publisher  devotes  a part  of  the  pages  he  prints  to  the  advertise- 
ments of  general  advertisers,  and  because  he  prints  so  many  papers  at  the  same  time, 
or  rather  parts  of  them,  and  because  he  buys  white  paper  in  such  large  quantities,  he 
can  afford  to  carry  advertising  at  prices  much  lower  than  the  combined  rates  of  the 
local  publishers. 

It  has  been  claimed  by  those  who  do  not  know,  and  who  have  never  studied  the 


402 


COOI’KKA^riV'IC  I *A PICKS 


situation,  tliat  co()j')crati\  c acl\  crtisin_<;-  is  not  local  advertising  and  lias  not  the  same 
jiroiiortionate  value  as  that  set  and  ]>rinted  b}'  the  local  publisher. 

d'his  ridiculous  claim  had  its  ori<;in  in  the  i<^noranee  ol'  the  advertiser  and  in  the 
low  jirice  of  co()]ierati\  e advertising. 

'Idle  ad^•ertisement  in  the  cobiierative  part  of  the  newspaper  may  be  more  promi- 
nent than  that  appearing-  in  the  local  Jiart,  because  there  is  less  of  it,  and  it  is  more 
surrounded  by  readin«>[  matter. 

'fo  claim  that  cooperative  advertising  does  not  reach  the  local  reader  because  it 
does  not  happen  to  be  printed  in  the  local  part  of  the  paper  is  as  absurd  as  to  assume 
that  an  advertisement  pasted  on  the  back  of  a magazine  circulated  in  a town  would 
not  reach  the  people  who  buy  the  magazine. 

The  advertiser  whose  advertisement  appears  in  the  cooperative  list  of  a thousand 
newspapers  receives  the  same  beneht  from  his  advertising  as  he  would  if  his  adver- 
tisements were  set  separately  b}'  each  of  the  thousand  local  publishers. 

Assuming  that  the  local  columns  arc  read  more  than  the  miscellany  pages,  and  that 
all  things  being  equal  the  advertisement  on  the  local  page  is  more  conspicuous  than 
that  upon  the  cooperative  page,  this  objection  against  cooperative  advertising  is  fully 
met  by  the  fact  that  the  cooperative  advertising  page  is  never  crowded,  forcing  each 
advertisement  to  be  conspicuous  and  invariably  to  be  next  to  or  near  to  reading  matter. 

Cooperative  advertising  is  cooperative  only  in  convenience  and  price. 

The  printer  of  the  cooperative  part  of  the  newspaper  is  simply  an  economical  pro- 
ducer of  convenience. 

It  is  true  that  cooperative  matter  appears  in  many  publications  at  the  same  time, 
but  that  does  not  injure  it,  nor  is  it  any  the  less  fresh  to  the  readers.  It  is  no  more 
cooperative  than  syndicate  matter,  and  there  is  not  a large  daily  in  this  country  with- 
out syndicate  news  or  miscellany. 

iNIany  of  the  great  dailies  exchange  matrix  and  are  as  cooperative  as  the  country 
newspaper. 

If  the  printing  of  cooperative  matter  lowers  the  tone  of  the  publication,  then  no 
respectable  daily  could  consistently  become  a member  of  an  associated  press. 

This  is  a day  of  duplication,  of  syndicate,  and  of  labor  and  money-saving  coopera- 
tion. 

The  circulation  of  a cooperative  newspaper  may  be  small,  but  the  circulation  of 
cooperative  newspapers  in  the  aggregate  must  be  extended. 

An  advertisement  in  one  thousand  papers  of  a thousand  circulation  each  is  worth 
more  than  the  same  advertisement  in  live  hundred  papers  of  two  thousand  each, 
because  all  things  being  equal  the  smaller  the  circulation  of  the  paper  the  more  the 
advertising  space  is  worth  proportionately. 

This  logic  may  seem  illogical  and  demand  explanation. 

A paper  of  two  thousand  circulation  cannot  be  more  than  one  influential  organ, 
while  two  papers  of  a thousand  circulation  each  may  constitute  two  influential 


organs. 


404 


FOWLER’S  PUBLICITY 


A paper  of  large  eireulation  lias  several  means  of  income,  while  a paper  of  small 
circulation  depends  upon  a limited  constituency,  and  if  its  circulation  is  very  small 
its  readers  must  be  very  loyal  or  it  could  not  exist. 

The  objection  to  advertising  in  many  papers  of  small  circulation  is  because  the 
expense  and  trouble  of  clerical  work  and  the  cost  of  sending  electrotypes  and  of 
checking  and  paying  bills  are  sufficient  to  suggest  to  some  advertisers  that  it  is  not 
economical  to  use  too  many  publications  of  small  circulation. 

It  might  not  pay  the  average  general  advertiser  to  advertise  in  several  thousand 
count!'}’  newspapers,  simply  because  the  cost  of  attending  to  the  matter  might  be 
more  than  the  benefit  to  be  derived  from  the  advertising;  and  it  is  obvious  that  some 
advertisers  could  not  afibrd  to  attend  to  these  matters,  even  if  the  space  were  free. 

The  paper  of  small  circulation  generally  circulates  in  small  places  where  it  is  a 
local  authority  and  where  its  influence  is  all  powerful,  and  then  it  is  likely  to  be  the 
only  medium  conscientiously  and  regularly  read  by  its  readers. 

There  are  in  the  United  States  and  Canada  many  thousands  of  country  newspapers; 
most  of  them  are  cooperative,  and  have  existed  from  five  to  a hundred  years,  and 
some  of  them  have  been  read  by  several  generations. 

These  papers  are  near  to  the  people’s  hearts,  and  close  to  the  local  pocketbook. 

These  papers  are  read  and  re-read  by  the  country  buyers,  and  every  one  reaches  a 
family  or  a buying  individual. 

The  readers  of  cooperative  newspapers  are  residents  of  small  towns,  and  even  of 
large  towns.  They  are  the  people  of  permanency,  the  people  of  home,  the  people  of 
constant  buying. 

The  readers  of  cooperative  newspapers  supply  the  world  with  everything  the  world 
has,  and  as  a class  they  buy  more  in  number  of  purchases  and  in  aggregate  value 
than  any  other  two  or  three  classes  put  together. 

It  may  be  hard  to  enter  the  inside  of  the  city  pocketbook,  or  to  keep  one’s  finger 
upon  its  contents,  for  city  people  are  birds  of  passage,  and  the  advertiser  who 
has  them  to-day  loses  them  to-morrow;  but  country  people,  although  it  may  be 
hard  to  get  them  at  the  start,  are  like  the  old-fashioned  windmill,  slow  of  movement 
and  slower  to  slip  backwards. 

The  advertiser  who  can  reach  the  country  people,  — and  they  are  the  readers  of 
cooperative  newspapers,  — has  back  of  him  a constituency  which  may  be  reckoned 
as  profit,  capital,  and  investment  to  him. 

Whether  or  not  the  advertiser  can  tell  who  reads  the  general  publication,  he  knows 
who  reads  the  cooperative  newspaper;  for  only  one  class  wants  to  read  it  and  will 
read  it,  and  that  class  is  exclusively  made  up  of  country  folks,  heads  and  members  of 
families. 

One  thousand  cooperative  newspapers  must  not  be  considered  as  one  composite 
paper.  They  are  one  thousand  individual,  independent,  separate,  and  distinct  local 
publications,  and  the  advertiser  should  congratulate  himself  that  the  plan  of  so-called 
cooperation  adds  to  the  character  of  the  local  press  and  gives  to  him  all  the  benefits 


COOl’KRATIVK  PAPERS 


405 


ol'  being  an  almost  unix’ersal  local  advertiser,  reaching  as  he  may  each  individual 
home  and  town  at  the  verv  least  of  expense,  doing  with  a few  electrotypes,  and  with 
a few  strokes  of  his  jicn  what,  if  things  were  otherwise,  he  wendd  have  to  do  with 
many  thousands  of  electrotypes,  hy  many  thousands  of  hills,  hy  many  thousands  of 
letters,  and  hy  the  great  expense  of  detail. 

The  cooperative  newspaper  is  simply  a local  newspaper,  and  hceausc  the  publisher 
of  it  chooses  to  he  a business  man  and  to  produce  his  paper  in  the  best  and  most 
economical  wa}',  is  no  reason  why  he  should  not  he  considered  the  publisher  of  an 
independent  paper;  he  is  such  a publisher,  and  his  paper  is  an  independent  sheet,  no 
more  cooperative  from  an  advertising  or  reader’s  point  of  view  than  it  would  be  if 
there  were  no  such  things  as  cooperative  methods. 

It  is  as  unfair  to  depreciate  the  individual  or  aggregate  value  of  cooperative  news- 
papers, because  some  of  their  pages  are  printed  in  a central  office,  as  it  would  be  to 
under-value  the  work  of  all  carpenters,  because  all  carpenters  use  hammers  and  nails. 

The  cooperative  plan  benefits  the  publisher,  the  reader,  and  the  advertiser. 

The  cooperative  plan  enables  the  general  advertiser  to  become  a local  advertiser  at 
the  very  minimum  of  expense  and  at  the  extreme  of  convenience. 

There  are  several  cooperative  lists,  and  the  advertiser  by  consulting  them  can  reach 
the  whole  or  any  part  of  the  country. 

It  is  true  that  readers  of  cooperative  newspapers  read  the  general  magazines  and 
other  periodicals,  but  as  a class,  more  than  any  other  class,  they  are  less  readily 
reached  by  general  publications,  for  their  interest  is  largely  in  their  homes,  and  the 
home  paper  is  the  paper  of  their  liking. 

Every  home-dweller  may  take  a general  publication,  and  probably  does,  but  all  the 
people  of  a local  town  cannot  be  reached  by  any  one  general  publication,  while 
practically  every  one  of  them  reads  the  local  newspaper.  The  cooperative  paper  is 
a local  newspaper.  It  cannot  be  anything  else,  and  therefore  it  is  the  paper  that  is 
read  locally,  and  the  advertiser  who  uses  the  cooperative  lists  simply  carries  his  an- 
nouncement directly  into  the  homes  of  the  country  people,  in  a local  as  well  as  in  a 
general  way. 


Agricultural  Press 

“ The  organs  of  the  land  ” 


HE  agricultural  paper  is  the  trade  paper  of  the  farmer,  and  the  home 
paper  of  the  farmer’s  family"  and  while  it  is  not  distinctly  a family 
magazine,  a religious  paper,  a story  paper,  or  a periodical  of  class,  it 
is  a genuine  medium  of  communication  between  the  seller  of  a neces- 
sity and  the  receiver  of  it. 

It  is  a class  paper  only  in  that  it  is  read  in  farming  communities. 

It  is  a famil}’  paper  because  it  is  read  in  the  agricultural  homes  of  the  land. 

It  is  in  no  sense  a local  periodical.  If 


it  does  not  cover  the  entire  country  it 
reaches  a large  part  of  it. 

The  agricultural  paper  is  interesting  to 
the  tillers  of  the  earth  because  of  its  tech- 
nical farming  character;  and  is  readable 
because  it  contains  stories,  miscellany, 
and  special  articles.  It  is  a home-bright- 
ening paper  and  it  is  a distributer  of  in- 
formation. 

Farmers  are  not  city  people,  and  a good 
many  of  them  are  not  men  of  money,  but 
they  earn  their  own  living,  know  the  value 
of  a dollar,  and,  while  they  make  little 
show,  they  really  have  and  buy  more 
household  comforts  than  half  the  city 
folks  who  live  by  trust  alone. 

The  reader  of  a general  paper  may  be 
homeless  and  his  personal  estate  may  be 
limited  to  his  trunk  or  hand  bag,  but  the 
reader  of  an  agricultural  paper  has  some- 
because  from  somethins'  he  makes 


A Mower 
Of  doubt 
Is  trouble 
Forever 


Upon  a thousand  fields  of  suc- 
cess the  Royal  mower  mows. 
Two  generations  have  used  the 
same  mower,  and  it  mows  on, 
always  doing  its  duty,  and  never 
failing  in  anything.  Book  of  ab- 
solute and  guaranteed  fact,  free 
for  a postal. 

Plate  No.  i. — A good  form  of  advertising,  set  in  Gothic  No.  i6, 
a very  plain  and  strong  letter,  and  one  to  be  recommended  where  the 
headlines  are  not  iong  enough  to  suggest  a condensed  type.  6 Point 
Border  No.  83. 

his  something,  and  when  he  wants  something  more  he  has  the  something  to  buy  it 
with. 

The  farmer  may  not  be  a ready  buyer,  and  he  may  be  opposed  to  luxury,  but  when 


thing 


406 


A(;ricijltukal  pricss 


■107 


•*)4 


V \ ''V-  - v.\b^  ^'fc  / 


For  the 
Land’s  Sake 


The  Blank  Disk  Cultivator— the  only  cul- 
tivator that  cultivates  the  land  and  makes 
the  land  do  its  work  — honest  book  about 
it  free. 


•*> 

-ag 


^fW¥¥¥¥ 

Plate  No.  2. — A somewhat  original  form  of  agricultural  advertising. 
The  word  “ land  ” always  attracts  attention.  Set  in  Runic  No.  30.  14 

Point  llarta  Border  No.  245. 


he  is  oiicc  reachetl  he  is  reaehetl  forever,  and  it  is  worth  while  to  spend  a ^reat  deal 
ol'  money  It;  get  hold  of  a man  of  stiek-to-itiveness. 

'fhe  farmer  has  saved  cents  while 
other  men  h:ive  lost  dollars,  and  what 
he  has,  he  has. 

d'he  firmer  has  children,  and  often 
many  ol'  them,  and  his  children  have 
children  while  he  is  living.  Around 
his  old-fashioned  tircplace  arc  annu- 
ally gathered  the  families  of  his  pos- 
terity and  prosperity. 

The  farmer’s  children  may  live  in 
far-away  cities,  and  they  may  think 
it  poky  at  the  old  farm,  but  the  old 
man’s  influence  and  the  old  woman’s 
love,  by  their  persistency  if  by  nothing 
else,  have  an  influence  which  never 
can  be  taken  awa}’. 

The  advertiser  who  has  the  farmer  back  of  him  has  fortifled  himself  against  the 
probability  of  failure. 

The  farmer  may  confine  his  reading,  and  so  may  his  family,  to  the  religious  paper, 
to  the  local  newspaper,  and  to  the  agricultural  press,  and  some  farmers  who  call 
themselves  planters  may  read  the  magazines;  but  the  great  majority  of  them,  whether 
they  are  rich  or  poor,  do  not  regularly 
read  the  high-priced  magazines,  al- 
though their  families  are  subscribers  to 
children’s  and  ladies’  papers. 

Proportionately,  there  are  few  scien- 
tifle  planters,  but  there  are  thousands 
of  intelligent  farmers  who  handle  farm- 
ing as  the  business  man  manipulates 
business,  and  who  use  their  brain  as 
well  as  their  brawn  in  crop  making. 

These  high-grade  farmers  are  men  of 
success  and  money,  and  they  read  all 
the  agricultural  papers,  and  to  them 
particularly  every  advertisement  is  im- 
portant. 

The  narrow-minded  advertiser  con- 
siders agricultural  papers  fitted  only  to 
the  announcement  of  agricultural  implements,  seeds,  and  other  articles  of  farm  use. 

It  pays  to  advertise  these  things  in  agricultural  papers. 


Plate  No.  3. — A rather  profitable  form  of  advertising. 
Modern  Antique  Wide  No.  no.  6 Point  Border  No.  78. 


Set  in 


4o8 


FOWLER’S  PUBLICITY 


40  years 
In  Earth 


Farmers  are  human  beings,  and  live  as  others 
do,  and  they  raise  few  things  not  intended  for  the 
inside  of  man.  They  must  buy  of  the  store  or 
through  the  mail  practically  everything  they 
read,  wear,  or  use,  except  eatables. 

As  nearly  every  farming  community  is  re- 
moved from  large  commercial  centers,  the  far- 
mer depends  more  than  any  other  class  of  men 
upon  advertised  necessities  and  comforts. 

Anything  that  can  be  advertised  in  any  publi- 
cation except  that  of  the  highest  grade,  can  be 
advertised  in  the  agricultural  paper. 

Because  the  broad  value  of  the  agricultural 
press  has  not  been  generally  recognized,  with  the 
result  that  few  general  advertisements  appear  in 
it,  the  opportunity  is  given  to  the  advertiser  of 
foresight  to  reach  a class  of  people  that  have 
been  neglected  and  have  money  to  spend. 

The  illustrations  presented  in  this  department 
are  intentionally  devoted  to  the  more  technical  side  of  agricultural  paper  advertising. 
The  other  departments  of  the  book  present  suggestions  directly  applicable  to  this 
branch  of  publicity. 


L 


The  original  and  only.  There  is  one,  and 
only  one,  and  none  other,  real  good,  reliable, 
positive,  and  never  tailing  fertilizer,  as  sure 
as  taxes.  It  is  the  famous  Billimiac. 


Plate  No.  4. — Heading  in  Gothic  Condensed  No.  5. 
Reading  matter  in  Gothic  Condensed  No.  ii.  Two  of 
the  strongest  of  type  faces,  and  to  be  generally  recom- 
mended. 6 Point  Florentine  Border  No.  169. 


Religious  Papers 

“ Christianity’s  Organs  ” 


I IE  Christian  religion  began  without  denominational  creed,  and  is  now 
divided  and  subdivided  into  theological  sects. 

Religious  history  is  beginning  to  repeat  itself,  and  in  the  coming 
millennium  days  the  eleventh  and  twelfth  commandments  will  stand  at 
the  head  of  human  law,  unattended,  and  in  the  strength  and  purity  of 
their  broadness. 

In  the  undenominational  days  there  was  neither  type  nor  press  and  there  were  no 
religious  journals. 

The  invention  of  printing,  and  the  full  realization  of  denominational  classes  began 
at  about  the  same  time,  and  with  them  came  an  apparently  necessary  appreciation  of 
what  might  be  commercially  considered  religious  trade  organs,  that  each  sect  might 
have  a journalistic  advocate  of  its  own. 

There  is  hardly  a Christian  denomination  from  the  African  Church  to  the  Church 
of  the  Highest  Ritual,  without  from  one  to  fifty  denominational  papers,  each  standing 
for  the  universal  doctrine  of  goodness,  and  each  claiming  that  the  shortest  and  most 
economical  road  to  Heaven  is  by  the  way  of  the  creed  it  represents. 

Religious  periodicals  are  divided  into  three  distinct  classes. 

The  first  class  includes  the  small  Church  paper,  issued  by  some  local  parish,  with 
its  circulation  confined  to  the  membership  of  its  church. 

The  second  class  comprises  the  denominational  papers,  and  in  it  are  to  be  included 
nearly  all  of  the  religious  organs  of  the  world. 

The  third  class  covers  those  papers  broadly  called  Christian  ” by  their  publishers, 
and  sometimes  by  the  public,  that  are  assumed  to  be  independent  of  theological 
matters,  and  to  be  devoted  to  the  upbuilding  of  the  good-will  side  of  religious 
doctrine. 

These  periodicals  are  to  religion  what  the  non-partisan  newspaper  is  to  politics. 

The  first  class  must  be  considered  as  local  papers.  They  are  generally  good  ad- 
vertising mediums,  even  though  their  circulation  may  be  small.  Their  constituency 
is  interested  in  them,  and  their  influence,  although  it  may  not  go  a long  way,  is 
weighty;  and  their  readers  are  'disposed  to  patronize  the  advertisers  who  help  to 
support  them.  The  second  and  third  classes,  as  far  as  advertising  is  concerned, 
are  of  the  same  value  to  the  advertiser. 


409 


410 


FOWLER’S  PUBLICITY 


rilli  liliST  $’s  WORTH. 

The  best  doltur's  worth  that  can  be  driven  a woman  is  a year’s 
eubsoription  to  •KHI  lt]%’ AI.*. 

Plate  No.  i. — Reproduction  of  the  announcement 
of  one  of  America’s  leading  periodicals.  The  adver- 
tisement has  a cheap  appearance,  and  is  unworthy  of 
the  house  using  it.  The  space  is  too  small  for  a 
decent  adverti.sement. 


Denominational  papers  will  exist  for  many  years,  for  until  the  world  is  ready  to 
aeeept  the  independent  religious  paper  there  will  be  comparatively  few  of  these  broad 

periodicals. 

The  denomination  may  have  much  to  do  with  the 
value  of  the  advertising  space  of  its  representative 
papers. 

If  the  denomination  is  made  up  of  the  poorest 
class  of  people,  or  the  paper  represents  a poor  dis- 
trict, then  that  paper  is  valuable  only  for  the  advertising  of  necessities  and  low-priced 
luxuries. 

If  the  paper  represents  a denomination  or  a part  of  one  comprising  the  more  well- 
to-do  people,  then  it  is  a good  all-around  medium  for  the  advertising  of  general  goods. 

It  should  be  remembered  that  while  the  poor  do  not  buy  expensive  goods,  the  rich 
buy  both  expensive  and  cheap  goods,  and  for  that  reason  the  religious  paper  catering 
to  a moneyed  people  can  be  used  for  every  line  of  commodity;  but  it  must  not  be 
forgotten  that  the  paper  on  the  wealthy  side  of  religionists  must  have  a very  limited 
circulation,  as  must  any  other  publication  with  an  exclusively  rich  constituency,  for 
the  wealthy  are  in  the  minority. 

Comparatively  few  religious  papers  are  read  exclusively  by  the  poorer  element,  the 
majority  of  their  readers  being  intelligent  and  well- 
to-do  people,  and  highly  respectable  representatives 
of  the  universal  middle  class. 

Generally  the  ignorant  and  extremely  poor,  and 
the  extremely  rich  who  may  not  have  the  time  to 
be  intelligent,  are  not  readers  of  religious  papers,  for  the  one  may  not  know  how  to 
read,  and  the  sentiment  of  the  religious  press  is  not  conducive  to  the  happiness  of 
folks  of  too  much  money. 

As  the  religious  reader  represents  the  better  side  of  the  middle  class  and  the  folks 

of  home  and  family,  and  as  he  is  generally 
a saving,  industrious  individual,  the  constit- 
uency of  these  periodicals  undoubtedly  com- 
prises a large  proportion  of  the  buyers  of  the 
world. 

Some  denominations  seem  to  have  geo- 
graphical preferences,  and  the  advertiser 
must  consider  them;  but  the  great  majority 
of  religious  people  are  distributed  through- 
out the  entire  country,  and  the  circulation 
of  their  organs  is  likely  to  be  general. 

The  religious  paper  is  first  and  always  a 
family  paper.  More  than  ninety  per  cent,  of  its  readers  live  under  lamily  ties  and 
have  local  habitations  and  names. 


Ml  IQ  I O IVHITE  CONSERVATORY, 
I wl  W W I W smitbville,  III. 

Plate  No.  3.— Reproduction  of  the  usual  form 
of  music  school  advertising.  An  effective  adver- 
tisement cannot  be  crowded  into  this  space. 


The  Ladies’  Paper 

Awelfoming:,  brightening,  and  freshening  monthly 
visitor— the  jonrnal  of  entertainment,  instruction, 
and  necessity— restful  and  needful  reading  twelve 
times  ayearforone  dollar.— White’s  FamilyJournal. 


Plate  No.  2.— The  matter  in  Plate  No.  i re-written  and  re- 
set, in  Extra  Condensed  No.  8.  18  Point  Border  No.  20. 


KKLKiKHJS  I'MMCRS 


41 1 


PANNiNOTo 
SANITARIUM, 

PENTOWN, 

^A^ISa  flolin  Smith, 


tricity,  etc. 
Very  urrcRhiblc; 
only  nil  iiour'H 
trip  from  (,'hicugo. 
For  illuHtrutcil  t)ook  uildrc'", 

*«*Illo\Vll,  WlH. 


Plate  No.  5. — Reproduction  of  a form  of  adver- 
tising often  found  in  religious  papers.  Has  not 
enough  space. 


With  the  cxcejdion  ol'  the  loeal  eountry  newsjiaper,  and  a lew  family  papers,  there 
is  no  advertising'  medium  that  enjo\’s  as  jj^reat  a home  ]')atroiia^e  as  the  religious 
jHM'iodieal. 

While  there  are  many  I'amilies  with  but  one  re- 
ligious member,  the  majority  of  families  take  a re- 
lin'ious  paper,  and  all  of  the  members  are  likel}'  to 
read  it  and  pretty  sure  to  glanee  o\'er  the  advertise- 
ments. 

It  is  diflicult  to  so  eonstruct  an  advertisement  that 
only  the  member  of  the  family  receiving  the  paper  will  read  it.  The  readers  of 
magazines  and  other  general  publications  arc,  to  a certain  extent,  readers  of  religious 
papers,  but  the  religious  paper  reaches  many  who  are  not  regular  readers  of  other  pe- 
riodicals, and  consequently  it  can  claim  a field 
of  its  own. 

The  religious  paper,  if  it  is  trvdy  religious, 
has  a definite,  almost  everlasting  hold  upon 
its  readers;  for  no  matter  how  many  other  pe- 
riodicals they  may  read,  the  reading  of  the  re- 
ligious paper  becomes  a regular  duty. 

If  the  religious  paper  is  worthy  of  the  reader’s 
respect,  and  it  generally  is,  the  reader  has  con- 
fidence in  its  advertising,  naturally  assuming 
that  a paper  representing  Christianity  would 

lOOOOOOOOOOOOOOOOOOOOOOOOOOQ 


Music  Makin 


If  there’s  any  innsic  in  yon,  and 
yon  can  he  tanglit  innsic,  the  White 
Conservatory,  of  Smithville,  111., 

Y will  make  von  mnsical. 

^ ^ ^ j ... 

Plate  No.  4. — The  matter  in  Plate  No.  3 re-written  and 
re-set  in  Boldface  Condensed  No.  7.  6 Point  Border  No. 
606. 


I 

vi 

i 

I 

i 


not  commercially  cater  to  the  wants  of  the  devil. 

The  religious  paper  is  a general  publication, 
and  its  advertising  space  is  adapted  to  the  an- 
nouncement of  every  line  of  family  and  gen- 
eral commodities. 

Some  advertisers  have  found  that  religious 
papers  have  not  paid  them,  and  others  have 
discovered  that  other  mediums  have  been  un- 
profitable; but  the  fact  that  the  best  general  ad- 
vertisers use  the  religious  papers  indicates  their 
intrinsic  value. 

The  term  ‘‘religious  paper”  is  used  by  the 
writer  to  cover  all  publications  claiming  that 
distinction,  although  he  is  well  aware  that  a 
part  of  them  are  but  journalistic  wolves  in 
sheep’s  clothing  — or  rather,  black  periodicals 
covered  with  whitewash. 

With  all  proper  respect  to  those  papers  classed  as  religious,  and  to  the  high  moral 
influence  that  they  exert  over  every  community,  the  writer 


The  Home 
Of  Rest 


Everything  for  the  making  and 
keeping  of  health — real  restful  rest — 
beneficial  baths — exhilarating  elec- 
tricity-only an  hour  from  Chicago— 
our  book  free — John  Smith,  M.  D., 
President. 


Plate  No.  6. — Matter  in  Plate  No.  5 re-written  and  re-set, 
in  Lippincott.  6 Point  Border  No.  75. 


in  writing  a book  about 


412 


FOWLER’S  PUBLICITY 


Jones  Gas  Burner,  $2.50 

Very  best  invented;  handsome,  duralile  center 
]iiece,  not  “ mineral  ashes,”  but  guaranteed  a 
gainst  self-destruction  40  years. 

Testimonials  furnished  from  Ben;.  Smith, 
Kev.  Lyman  White,  1).  D.,  Gov.  Clautle  Blank, 
and  numberless  names  and  firms  of  national 
reputation.  Send  $2.50  for  either  “store”  or 
“dwelling”  size,  (express  prepaid). 


Plate  No.  7. — A crowded  form  of  religious 
paper  advertisement.  The  headline  is  good,  but 
wliat  tlie  article  will  do  had  better  be  the  most 
prominently  advertised. 


ELITTO- BRONZE 


Shines 

Silver 

Surprisingly 


Plate  No.  g. — An  unprofitable  form  of  advertis- 
ing. Where  the  name  is  mystifying,  what  the  article 
will  do  should  be  as  prominently  advertised. 


business,  must  handle  alleged  religious  things  with 
the  naked  hand  of  truth;  and  he  must,  to  be  honest, 
speak  of  those  pa- 
pers that  are  relig- 
ious in  name  onl3^ 

There  are  many  of 
them,  some  of  them 

of  large  circulation,  and  the}’  are  diametricall}-  opposed 
in  business  conduct  to  the  rules  of  common  decency. 
Man}^  a so-called  religious  paper  of  supposed-to-be  pure  moral  tone,  with  editors 
who  have  not  yet  cast  aside  the  cloth,  is  run  for  revenue  onl^L  Its  advertising  columns 
are  filled  with  questionable  and  disgusting  announcements  of  patent  nostrums  of  the 
lowest  order,  and  financial,  investment,  and  other  humbugs  which  cannot  fail  to 
injure  the  reader,  and  which  stand  as  a dark  and  growing  cloud  in  the  fair  sk}’  of 
religious  journalism. 

Editorial  honesty  and  business  dishonesty  do  not  make  a successful  combination 
for  editor,  publisher,  or  advertiser. 

The  periodical  that  is  bad,  and  does  not  pretend  to  be  good,  ma}’  be  a fair  advertis- 
ing medium;  but  the  publication  that  is  bad,  and  pretends  to  be  good,  outrages  sense, 

and  swindles  the  advertiser  as  well  as  the  reader. 

The  printing  of  unreliable  advertisements  in 
a secular  publication  is  questionable  and  the  in- 
telligent advertiser  will  avoid  it,  but  the  appear- 
ance of  frau- 
dulent an- 
il o u n c e - 
nients  in  a 
publication 
supposed  to 
represent 
Christian- 
ity,  is  relig- 
iously, mor- 
ally,  and 
commerci- 
ally damn- 
able, and 
can  find  no 

excuse  in  any  code  of  honor.  It  has  been  said  that 

the  editor,  who  is  supposed  to  be  good,  is  not  re- 

plate  No.  8.-Matter  in  Plate  No.  7 re-written  and  spoiisiblo  for  the  liusiiiess  manager,  wlio  iiiav  be 
re-set.  Heading  in  Gothic  Condensed  No.  ii,and  read-  i ^ 1 1 1 1 ^ i-  • 

ing  matter  in  Roman.  18  Point  Border  No.  23.  SUppOSCd  tO  llC  bad;  aild  that  tllC  1 CllglOUS  papCl 


Home-Light 

For  $2.50  we’ll  send  you 
the  handsomest  and  the 
most  durable  and  most  liglu 
ful  of  gas  burners.  Testi- 
monials from  Benj.  Smith, 
Dr.  Lyman  White,  and  Gov. 
Blank.  We  prepay  the  ex- 
press and  guarantee  every- 
thing and  warrant  it  to  last 
for  forty  years. 


7S\ 


Shines  Silver 
Surprisingly 


Elitto=Bronze  does  one  thing  M 
^ well  — it  shines  silver,  and  ^ 
^ gives  it  an  easy  shine  and  the  ^ 
^ shine  that  lasts.  ^ 

Plate  No.  10. — Matter  in  Plate  No.  9 re-written  and 
re-set,  in  DeV'inne  Condensed.  12  Point  Border  No.  65. 


RICLKilOUS  PAPERS 


•H3 


White  College  and  Conservatory. 

a:ti<l  !JI  I’lMM'IOSSOlJS  8 TNI  VKICSI- 

TIKS  and  r.  ICI'HOIMOAN  <!«>NSIOKVAT«>l{  I KS. 
A IKI.Odd  riANO  to  bust  iiinsic  pu|iil.  CiKKIVIAN 
<'<»NSI-;i:VAT<MJY  of  Mlisu;.  .lOIIN  U'lllTi:, 
Director.  laii'Kust,  Itust.  Send  for  prices. 


I’l.ati-.  No  II. — .Vn  unprofitable  form  of  college  and 
conservatory  advertising.  The  amount  of  matter  given 
cannot  possibly  be  effectively  displayed  in  the  above 
space. 


carr^’iii^  swindlin*^  advertisements  ean  still  dfj 
good  to  the  eommiinit}’. 

The  editor  of  any  religious  paper,  il'  he  be  re- 
ligious, will  not  tolerate  the  insertion  of  (juestion- 
able  ad\  ertisements,  and  will  resign  if  the  peri- 
odical persists  in  printing  them. 

The  editor  of  a so-ealled  religious  paper  print- 


^4^  ^4^  ^4^  #4^  ^4^  ^4^  ^4*1 


i}4% 


The  College 
I Of  Quality 


ing  dishonest  advertisements  either  knows 
that  they  are  dishonest  and  that  he  is  an 
aecessory,  or  he  is  a natural  fool  or  one  who 
has  acquired  foolishness;  and  in  either  case 
his  vocation  is  elsewhere. 

The  time  has  arrived  for  the  religious 
denominations  and  the  publishers  of  real 
religious  papers  to  expose  and  to  crush  out 
of  existence  the  so-called  religious  paper  run 
by  fools  and  charlatans,  and  usually  by  both. 

The  advertiser  can  do  no  better  work  for 
the  cause  of  Christianity  and  for  the  up- 
building of  business  honor  than  to  scrutinize 
the  advertisements  of  all  the  religious  pa- 
pers and  to  keep  his  money  out  of  those  ac- 
cepting objectionable  advertisements. 

The  illustrations  accompanying  this  department  are  of  necessity  limited  in  size, 
and  the  greater  part  of  the  contents  of  this  book  directly  apply  to  religious  paper 
advertisinof. 


ir4^ 

Ml 

Ml 

Ml 


23  years  of  success — two  dozen  emi- 
nent jjrofessors  and  graduates  of 
ei^ht  universities  and  of  five  Euro- 
pean conservatories — a thousand  dol- 
lar piano  to  the  best  pupil — John 
White,  Director. 


Ml 

Ml 


M# 

Plate  No.  12. — Matter  in  Plate  No.  ii  re-written  and  re-set. 
Heading  in  Ligbtface  No.  45.  Reading  matter  in  University. 
12  Point  Barta  Border  No.  244. 


Trade  Papers 

“ Some  of  the  builders,  stimulators,  and  regulators  of  business  ” 


HE  trade  paper  is  a business  necessity. 

Business  may  be  run  without  it,  but  it  never  has  been  run  without  it. 
The  fact  that  every  trade  has  from  one  to  a dozen  representative 
papers,  is  prima  facie,  as  well  as  circumstantial  evidence  that  the  trade 
paper  is  part  of  the  economy  of  business. 

In  this  department  must  be  considered  the  trade  paper  and  not  the  financial  paper. 
The  trade  paper  is  a business  paper,  but  the  business  paper  need  not  be  a trade  paper. 

The  trade  paper  is  the  official  or  self-constituted  organ  of  the  industry  it  represents, 
and  it  is  devoted  to  its  field  to  the  exclusion  of  all  other  ways  of  money  making. 

The  trade  paper  business  is  overdone.  There  are  about  four  times  too  many  trade 
papers. 

One  half  of  the  trade  papers  are  merely  collections  of  advertisements  bound  to- 
gether. They  have  little  real  circulation,  and  most  of  that  is  free,  their  publishers 
mailing  to  selected  lists,  and  forcing  them  upon  the  public  in  the  form  of  sample 
copies. 

Many  of  the  publishers  make  little  effort  to  increase  their  subscriptions,  and  evciy 
effort  to  enlarge  their  advertising.  By  the  forced  growth  of  the  advertising  the  paper 
becomes  larger  than  a magazine,  and  as  but  few  copies  are  printed  the  greater  part 
of  the  income  is  profit.  These  papers  contain  little  reading  matter;  and  nearly  all 
that  does  appear  is  in  the  form  of  pure  and  simple  puffs  and  illustrated  write-ups  that 
are  indirectly  or  directly  paid  for.  The  editorials,  if  there  are  any,  are  indifferently 
put  together,  or  are  written  in  the  interest  of  some  one  advertiser.  With  a smart, 
but  not  able  man  at  the  head  — for  the  circulation  of  the  illegitimate  trade  paper 
pviblisher  is  always  larger  than  the  circulation  of  his  paper  — some  of  these  alleged 
organs  have  become  great  financial  successes.  The  advertising  space  in  these  papers 
is  worth  something,  but  not  one  half  of  what  is  generally  paid  for  it,  because  the 
circulation  is  generally  limited  to  the  advertisers  and  the  paper  can  have  no  per- 
manent or  recognized  standing. 

The  value  of  all  advertising,  and  particularly  that  of  trade  paper  advertising,  must 
be  reckoned  by  the  character  and  reputation  of  the  advertising  medium,  as  well  as  by 
the  circulation  of  it. 

The  advertisement  in  the  illegitimate  trade  paper  is  not  as  valuable  as  is  the 


TRADK  PA  PICKS 


415 


ordinary  circular  because  the  lack  of  rejiutatiou  ol'  the  publisher  eouuteracts  the 
strength  of  the  advertiseiiieut  and  makes  it  seem  to  be  worth  less  than  it  really  is. 

The  real  trade  paper  is  published  and  edited  by  men  of  business,  and  the  adver- 
tisin<>-  spaee  in  it  is  well-ni»'h  indispensable  to  the  wholesalers  and  manufaeturers  of 
every  article  in  the  line  it  represents. 

There  is  not,  and  there  cannot  be  a better  method  of  advertising  than  trade  paper 
advertising  for  men  making  or  wholesaling  the  goods  the  trade  paper  illustrates. 

As  business  is  run  to-da}',  and  as  it  probably  will  be  conducted  for  many  years  to 
come,  fully  ninety-nine  per  cent,  of  everything  that  is  made  does  not  go  directly  from 
the  maker  to  the  user,  but  passes  through  the  wholesaler,  jobber,  or  distributer,  and 
from  him  reaches  the  consumer  through  the  retailer. 

If  the  goods  are  of  universal  use,  and  have  a name  and  character  which  can  be 
intelligently  designated,  the  maker  must  become  a general  advertiser  to  induce  the 
consumer  to  demand  that  the  retailer  carry  the  line;  but  this  advertising  needs  the 
further  benefit  of  trade  paper  ad- 
vertising in  order  that  the  man- 
ufacturer may  come  in  direct 
contact  with  the  retailer,  the  sale 
of  his  goods  be  stimulated,  and 
his  salesmen  properly  introduced 
before  they  arrive  at  the  retailer’s 
store. 

The  trade  paper  advertisement 
directly  appeals  to  the  retailer 
and  also  to  the  wholesaler,  and 
as  these  men  must  be  reached, 
it  is  obvious  that  the  trade  paper 
advertisement  is  necessary  to  the 


You  hear  it  everywhere 

I want  a 
Dingby  Desk 


I 

t 

Plate  No.  I. — The  above  can  comprise  the  entire  advertisement,  or  can  be  the  in- 
troduction to  one.  Set  in  Philadelphia  Lining  Gothic.  6 Point  Border  No.  606. 


successful  and  economical  conduct  of  making  and  wholesaling. 


Some  lines  of  goods 


cannot  be  generall}^  advertised,  and  to  the  manufacturer  the  retailer  becomes  the 
real  consumer.  The  trade  paper  is  the  only  printed  medium  which  can  reach  him, 
because  it  is  the  onl}'  thing  that  he  will  read  and  knows  that  he  ought  to  read  if  he 
would  keep  up  with  the  development  of  his  business. 

No  matter  how  small  the  circulation  of  the  trade  paper  may  be,  if  it  is  a good 
paper  every  reader  of  it  must  be  a probable  buyer,  while  readers  of  general  publica- 
tions may  be  only  possible  buyers. 

'There  is  positively  no  waste  circulation  to  the  real  trade  paper.  Its  influence  is 
dii'ect.  It  goes  directly  from  the  maker  of  things  to  the  distributer  or  seller  of 
things,  and  every  copy  of  it  reaches  a man  already  interested  and  not  one  who  may 
be  made  to  be  interested. 

An}^  advertising  medium  that  can  reach  one  thousand  interested  and  probable 
buyers  is  worth  more  to  the  advertiser  than  a paper  reaching  ten  thousand  possible 


4i6 


FOWLER’S  PUBLICITY 


buyers,  unless  the  one  thousand  probable  buyers  are  included  in  the  ten  thousand 
possible  buyers. 

The  trade  paper  is  a readable,  interesting,  profitable,  and  necessary  directory  with 
the  dryness  taken  out  of  it,  so  arranged  as  to  be  easily  assimilated  by  any  one  in  the 
trade  it  represents;  and  its  advertising  pages  are  as  much  news  pages  as  are  any 
other  of  its  pages. 

While  all  good  trade  paper  advertising  is  direct  from  advertiser  to  buyer,  the 
returns  are  not  generally  immediate.  Maii}^  a profitable  advertisement  has  not 
seemed  to  pay  for  years,  and  yet  persistency  has  proven  that  it  paid  all  the  time. 

Comparatively  few  retailers  order  directly  from  the  advertisement,  and  yet  the 
appearance  of  the  advertisement  may  have  been  the  original  suggestion  which 
resulted  in  the  order. 

Sales  of  the  greatest  magnitude  have  been  stimulated  and  made  by  a trade  paper 
advertisement  when  the  bu3^er  may  not  even  recall  the  advertisement. 

Every  trade  paper  is  read,  advertisements  and  all,  for  all  there  is  in  it  tells  of  the 
story  of  profit.  Ever}'  trade  paper  advertiser  who  falls  out  because  his  advertising 

I Nobody  ever  overstocked  | 
With  Jones’  Fast  Black  | 

Plate  No.  2. — The  introduction  to  an  advertisement,  or  it  can  be  used  as  a complete  advertisement.  Set  in  Ronaldson.  Non- 
pareil Border  No.  216. 

has  not  paid,  and  because  he  did  not  make  it  pay,  adds  another  stone  to  the  monu- 
ment of  failure  which  marks  the  tombs  of  the  men  who  do  not  think. 

The  trade  paper  is  a commercial  clearing  house,  and  more;  for  it  is  a sort  of  typo- 
graphical business  club  or  arena  into  which  is  thrown  the  thought  of  trade. 

The  trade  paper  is  a business  showroom  where  everything  new  and  interesting 
and  profitable  is  placed  before  the  reader  to  the  benefit  of  the  reader,  the  advertiser, 
and  the  publisher. 

The  good  trade  paper  civilizes  trade,  is  a spreader  of  trade,  increases  trade,  makes 
trade  progressive,  ventilates  dishonesty,  disarms  unnatural  competition,  and  tends  to 
raise  cold-blooded  business  up  to  the  standards  of  fraternity. 

The  trade  paper  gives  the  reader  what  the  reader  wants,  and  sifts  out  from  general 
business  the  things  of  interest  to  its  particular  business. 

Trade  papers  carry  advertising  for  the  same  reason  that  magazines  and  daily 
papers  take  advertising. 

A trade  paper  without  advertising  would  not  be  worth  much  because  trade  paper 
advertising  is  a part  of  trade  paper  intrinsic  value. 


'I'RADK  PAPERS 


417 

livery  successful  nianufiicturcr  and  wholesaler,  with  hardly  an  exception,  has  been, 
and  is,  a trade  jiaper  advertiser.  The  heads  ol'  wholesale  houses  and  the  makers  of 
eoniniodities  are  eonservati\  e men  who  act  after  exj^eriment,  and  who  never  con- 
tinue on  the  wron<>f  track.  The  fact  that  nearly  all  of  them  are  trade  j^aper  ad\  er- 
tisers  I'urnishes  an  incontestable  argument  in  favor  of  trade  paper  advertising. 

Perhaps  the  trade  paper  advertisement  will  not  bring  one  answer  a month,  but  that 
answer  may  be  the  opening  wedge  to  a trade  and  a hundred  times  over-pay  the  cost 
of  a year’s  advertising. 

The  sample  copy  circulation  of  a trade  paper  is  valuable,  provided  the  paper  is 
solid  enough  to  have  a regular  circulation.  Every  sample  copy  goes  to  somebody  in 
the  trade  because  it 
cannot  go  to  an}'  one 
else.  A successful 
trade  paper  and  one 
profitable  to  its  ad- 
vertisers may  have 
half  of  its  circulation 
in  sample  copies, 
provided  there  is 
some  volume  to  the 
other  half. 

Three  quarters  of 
the  paper  may  be  ad- 
vertising, and  yet  it 
may  be  a good  trade 
paper;  and  it  may  be 
one  half  clippings, 
and  yet  not  be  un- 
interesting to  the 
reader. 

The  trade  paper 
that  is  all  clippings 


Good  Morning, 
Gentlemen ! 
Want  an  engine 
T o-day  ? 

The  Blank  Engine  is  parsimonious.  It’s  too  mean  to 
burn  much  coal,  and  so  independent  as  to  almost  run 
itself. 


Plate  No.  3. — Set  in  Rimpled.  Nonpareil  Border  No.  219. 


and  of  all  sample  copy  circulation  is  not  a trade  paper  in  anything  but  name ; and 
the  trade  paper  that  is  all  puff's,  and  has  all  of  its  reading  matter  for  sale  has  no  right 
to  live,  and  lives  only  by  swindling  the  credulous. 

The  trade  paper  has  a perfect  right  to  print  a paid  notice,  but  it  has  no  right  to 
print  only  paid  notices.  There  is  no  reason  why  it  should  not  speak  well  of  its  ad- 
vertisers, but  the  trade  paper  that  condemns  editorially  those  who  do  not  advertise 
in  it,  simply  because  they  do  not  advertise  in  it,  is  a blackmailing  sheet,  and  should 
be  suppressed  by  law.  Beware  of  the  trade  paper  with  a different  rate  for  every 
advertiser,  and  look  out  for  the  one  that  does  not  dare  to  stand  on  its  dignity  and 
is  afraid  to  express  an  honest  opinion. 


418 


FOWLER’S  PUBLICITY 


Seasonable 

Sensible 

Successful 


The  quality  of  the  trade  paper  ean  be  determined  by  its  editorial  strength,  its  lack 
of  indiscriminate  puffing,  and  by  the  reliability  and  volume  of  its  trade  news. 

The  trade  paper  may  be  known  by  the  quality  of  its  representatives.  First-class 
advertising  men  do  not  work  for  second-class  papers. 

Some  trade  papers  are  criticised  because  they  print  so  much  personal  news  and 
speak  familiarly  of  the  men  in  the  trade.  It  would  be  a good  thing  if  all  trade 

papers  printed  more  names.  The  reader  of 
a trade  paper  has  a right  to  ask  his  paper 
j to  tell  him  what  other  men  in  the  trade  are 
;jl  doing,  and  it  interests  him  to  know  that  his 
^^^***^  ' competitors  are  enjoying  vacations  and  have 

built  wings  to  their  factories. 

There  may  be  men  who  do  not  read  the 
trade  papers,  and  yet  succeed,  but  so  long 
as  the  ninety-and-nine  read  them  and  are 
successful,  there  is  no  need  of  analyzing  the 
peculiar  composition  of  the  one  man  who 
succeeds  in  making  money  by  reading 
nothing. 

,,  The  man  who  does  read  the  trade  papers 
be  wise,  but  the  fool  never  reads  the 
fvlVIldll  trade  papers. 

There  may  be  reasons  why  the  business 
('ll  man  does  not  read  the  magazines,  but  the 
w (<  sun  of  sense  never  shone  upon  an  excuse 

for  the  tradesman  that  does  not  systemati- 
cally read  the  paper  which  represents  his 
business.  The  man  who  does  not  believe 
that  men  read  trade  papers  is  advised  to 
print  at  the  bottom  of  his  advertisement,  in 
the  smallest  type,  a reward  of  twenty-hve 
dollars  for  the  return  of  an  alleged  lost, 
strayed,  or  stolen  dog. 

lie  who  cannot  get  trade  out  of  the  trade 
paper  is  generally  of  short-lived  trade. 

In  every  mercantile  reading  room  are  the 
representative  trade  papers,  and  in  nearly 
every  factory  office  these  papers  arc  on  hie. 

reading  them  hand  them  to  the 
reach  every  class  of  business  and  skill  except 


Drop  a postal  for  our  slipper  book. 


Plate  No.  4. — A reiterated  advertisement.  A form  some- 
times profitable,  but  must  not  be  over-used.  Set  in  Round 
Gothic  No.  40.  Nonpareil  Border  No.  203. 


Intelligent  manufacturers  and  managers  after 
department  heads,  and  from  there  they 
that  of  common  labor. 

Do  employes  read  trade  papers.^  Read  the  answer  in  the  crumpled  pages  and  in 


TKADK  I’APKKS 


419 

the  wcll-thuiiibccl  corners  and  watch  the  rapid  wearing  out  by  constant  use  in  work- 
shop and  reading'  room. 

'Trade  jiapers  ma}’  contain  a superabundance  of  clialT,  and  tlie  reader  must  separate 
it  from  the  kernels  of  wheat;  but  compared  with  many  (Aher  j:)ublications  there  is 
more  nutritious  brain  and  business  food  to  tlie  scpiare  inch  in  the  good  trade  paper 
than  there  is  to  the  scpiare  foot  in  some  others. 

As  trade  papers  are  read  b}’  business  men,  who  have  not  the  time  to  wade  through 
long  descriptions,  it  is  obvious  that  brevity  and  new  or  strong  headlines  will  attract 
the  eye  as  the  pages  are  turned. 

Illustrations  must  not  be  used  unless  they  present  the  goods  to  advantage. 

The  advertisement  must  not  be  humorous  unless  it  is  really  funny. 

Do  not  paraphrase  the  poets,  and  do  not  present  original  poetry,  for  business  is 
neither  funny  nor  poetical,  and  business  men  want  facts. 

The  statements  must  be  plain  and  to  the  point  and  say  as  little  as  possible  and 
stop  when  that  to  be  said  has  been  said. 

There  is  some  justification  for  having  the  firm  name  at  the  top  of  the  trade  paper 
advertisement,  but  it  is  better  to  ad- 
vertise what  is  for  sale  more  prom- 
inently than  the  name  of  the  seller, 
and  there  is  no  reason  why  the  firm 
name  should  appear  twice  in  the 
same  advertisement. 

Specific  rather  than  general  state- 
ments are  advisable. 

The  trade  paper  advertisement 
may  be  like  a letter  of  solieitation 
with  the  strong  points  brought  out 
forcibly  by  typographical  display  and  with  the  strength  of  brevity.  Do  not  ask  people 
for  orders.  Even  the  fool  knows  that  order  taking  is  a part  of  business. 

The  advertiser  should  state  what  he  has,  and  should  attempt  to  show  what  it  is 
good  for. 

Typographical  display  is  of  great  importance.  Man}’  a poor  advertisement  well 
set  is  stronger  than  a better  one  poorly  set. 

In  sending  advertising  copy  to  a trade  paper  it  is  well  to  specify  the  words  or 
lines  desired  to  be  made  prominent.  A good  way  is  to  underline  the  words  or 
paragraphs  with  one,  two,  or  more  lines,  the  number  of  underlines  being  readily 
understood  to  indicate  the  relative  importance.  This  underlining  is  not  technically 
correct  from  the  compositor’s  standpoint,  but  will  be  understood.  Whenever  it  is 
necessary  to  bring  out  a word  or  line  in  unusual  prominence  it  is  well  to  speeify  it 
in  a note  to  that  effect.  If  the  advertisement  contains  illustrations,  send  a diagram 
with  the  copy  specifying  where  the  illustrations  are  to  appear,  or  else  paste  in  the 
proofs  of  them. 


FOWLER’S  PUBLICITY 


420 


Continuous  trade  paper  advertising  is  necessar}-,  for  if  there  is  a gOod  reason  for 
keeping  the  store  or  faetory  open  throughout  the  year,  there  is  no  partieular  excuse 
for  discontinuing  the  announcement  of  the  business. 

The  advertiser  who  advertises  in  January  and  discontinues  in  Februar}",  must 
advertise  more  extensively  in  March  to  cover  the  gap  caused  by  his  foolishness.  It 
takes  more  advertising  in  March  to  bridge  the  lack  of  advertising  in  February  than  it 
does  to  advertise  in  January,  February,  and  March  altogether. 

There  are  lines  of  goods  which  cannot  be  extensively  advertised  during  some 
months  in  the  year,  but  it  never  pays  to  discontinue  the  advertising  for  long  periods. 

A break  in  advertising  often  breaks  trade  connections. 

The  way  to  say  a thing  is  as  important  as  what  to  say.  As  no  sensible  man  would 
try  to  put  a gallon  of  milk  into  a half-gallon  measure,  there  is  no  reason  why  he  should 
attempt  to  crowd  a page  of  matter  into  a half-page  space.  If  trade  paper  advertising 
is  good,  a good  deal  of  it  is  better. 

The  serving  of  an  advertisement  is  as  important  as  the  words  in  it.  One  must 
make  it  eas}^  for  people  to  read  his  advertising,  and  not  force  them  to  make  an  effort 
to  find  it. 

The  fact  that  nearly  all  successful  trade  paper  advertisers  use  full  pages,  and  never 
less  than  quarter  pages,  demonstrates  that  liberal  space  pays  better  than  limited  space. 
The  advertising  solicitor  desires  that  the  space  be  increased.  He  would  not  be  a 
good  solicitor  if  he  did  not  work  in  that  direction.  Because  the  trade  paper  pub- 
lisher wants  the  advertiser  to  advertise  liberally,  does  not  prove  that  it  will  not  pay 
him  to  do  so.  There  is  no  record  of  any  trade  paper  advertiser  failing  because  he 
used  too  much  advertising  space. 

The  trade  paper  advertisement  need  not  be  artistic,  but  it  must  be  bold,  strong,  and 
truthful.  It  must  advertise  the  goods,  or  it  must  create  correspondence.  It  should 
be  of  the  hitting  kind,  making  one  point  at  a time.  It  is  better  to  hit  the  pocketbook 
of  one  man  than  the  feet  of  a dozen  men. 

If  a dozen  articles  are  made  they  need  not  all  be  advertised  in  the  same  advertise- 
ment. 

The  trade  paper  advertisement  is  of  the  greatest  assistance  to  the  traveling  sales- 
man. The  salesman  of  a liberal  trade  paper  advertiser  never  needs  an  introduction. 

The  custom  of  using  several  trade  paper  pages  for  the  reproduction  of  the  catalogue 
is  rapidly  earning  recognition,  and  is  considered  a unique  and  economical  way  of  in- 
creasing the  circulation  and  value  of  the  catalogue.  The  expense  is  not  great,  and 
the  impression  created  is  worth  more  than  the  cost.  The  appearance  of  so  much 
advertising  indicates  that  the  maker  has  confidence  in  his  goods,  and  it  is  an  evidence 
of  enterprise  and  prosperity.  The  catalogue  may  not  be  taken  from  the  wrapper,  but 
the  trade  paper  is  always  open,  and  the  conspicuous  advertisement  is  always  seen. 

The  illustrations  accompanying  this  department  arc  of  necessity  limited  in  size,  but 
the  greater  part  of  the  contents  of  this  book  directly  apply  to  trade  paper  advertising. 


Fashion  Papers. 

“ The  Adam-less  Eden  of  journalism  ” 


HE  few  men  who  read  fashion  papers  are  too  few  to  count. 

The  paper  of  fashion  is  preeminently  for  woman,  and  it  is  to  her 
what  the  trade  paper  is  to  the  tradesman. 

This  department  does  not  consider  the  paper  partially  devoted  to 
fashions,  such  as  are  more  than  half  of  the  family  papers,  but  defines  as 
the  fashion  paper  that  publication  which  is  almost  all  fashion  and  sometimes  em- 
bellished with  miscellany. 

There  are  comparatively  few  fashion  papers,  and  nearly  all  of  them  are  of  very  ex- 
tended circulation. 

The  majority  of  fashion  paper  readers  are  those  who  make  their  own  dresses,  or 
make  dresses  for  a living. 

The  fashion  paper,  therefore, 
reaches  commercially  the  consu- 
mer of  dress  goods,  and  the  indi- 
vidual maker  of  clothing  for  women 
and  children;  for  the  dressmaker, 
although  she  may  do  her  own 
work,  is  a manufacturer  from  an 
advertising  standpoint. 

Fashion  paper  space  is  valuable 
to  the  maker  of  general  household 
goods  because  these  goods  are  pur- 
chased by  women.  It  is  of  espe- 
cial consequence  for  the  advertising 
of  everything  worn  by  women  and 
children,  and  even  more  particu- 
larly for  the  announcement  of  every 
class  of  dress  goods,  and  for  the 
paraphernalia  used  in  the  construc- 
tion of  things  worn  by  women  and 
children. 


Qllite  recently  the  geneial  ad-  plate  No.  i. — Set  in  Old  style  Extended.  Combination  Border  Series  94. 


421 


422 


FOWLER’S  PUBLICITY 


II 


II 


[BDaimDs^ 
miP(B 
i^0i]©S7  M 


Plate  No.  2. — Set  in  Contour  No.  i. 
der  No.  247. 


vertiser  of  soaps,  foods,  musical  instruments, 
and  other  articles  of  general  consumption  has 
discovered  that  the  papers  of  fashion,  although 
devoted  exclusively  to  fashion,  are  excellent 
mediums  for  the  advertising  of  every  luxury  and 
of  most  commodities. 

The  dressmaker’s  influence  is  sometimes  all- 
powerful,  and  fortunate  is  the  advertiser  who 
has  her  upon  his  side;  for  even  if  she  cannot 
directly  bring  him  business,  she  has  the  veto 
and  can  pre- 
V e n t his 
goods  from 
selling. 

Nonpareil  Bor-  1 hc  adver- 
tiser should 

not  only  advertise  for  the  stimulation  of  the  sale  of 
his  goods,  but  he  should  attempt  to  obtain  the 
good-will  of  the  dressmakers. 

The  fashion  paper  advertisement  should  be  ex- 
plicit and  illustrated  whenever  the  illustration  will 
do  justice  to  the  goods. 

The  advertisement  must  be  honest,  because 
women  who  know  how  to  make  dresses,  know 
how  to  discover  fraud. 

Frequent  change  of  advertising  matter  is  to  be 
recommended,  and  if  there  is  nothing  new  to  advertise,  it  is  well  to  re-write  the  old 
advertisement,  or  at  least  to  change  its  typographical  appearance. 

A part  of  the  advertisement 
' should  ofler  to  send  free  samples, 
and  if  the  samples  are  in  the  form 
of  a pin,  dress  stay,  hook  and  eye, 
or  other  article  which  must  be  used 
to  be  appreciated,  enough  should 
be  sent  for  a thorough  test. 

The  advertisement  in  the  month- 
ly  paper  of  fashion  may  give  all  the 
leading  points  of  advantage,  but  the 
advertisement  in  the  weekly  need 
not  present  more  than  one  or  two 
points  at  a time. 

There  is  no  necessity  of  heading 


Plate  No.  3. — “Fit”  set  in  Columbus  No. 
Balance  in  Cushing.  18  Point  Border  No.  22. 


«••• 

*••• 

•••• 

*••• 

*••• 

*••• 

*••• 

*••• 

*••• 

*••• 

*••• 

*••• 

•••• 

*••• 

*••• 

*••• 

«••• 

•••• 


Bound  to  Fit 

The  Fitter  Combi- 
nation Underwear  fits 
because  it  is  cut  to  fit. 


Plate  No.  4. — Set  in  Mayence.  24  Point  Border  No.  4. 


FASHION  I’AFKRS 


423 


ail  ach'crtisc  incut 
read  cxclusi\'cl}’  by 
women  with  any 
such  line  as  “ Ladies, 
Attention!”  It  is 
better  to  get  riglit 
down  to  business, 
and  have  tlie  heading 
somewhat  descrip- 
tive of  the  goods  ad- 
\-ertised. 

The  specimens  of 
advertisements  given 
in  this  department 
are  not  complete  as 
to  descriptive  matter, 
but  present  what  may 
be  considered  striking 


@ 

@ 


Good  Form 


Or 


Bad  Form 


It  takes  a mighty  bad  figure  to  look  uri' 
gainly  in  Blank’s  Shirt  Waists. 


w 

m 


Plate  No.  5. — Set  in  De  Vinne.  18  Point  Border  No.  13. 

headings  and  introductions.  The  entire  contents  of  the  book 


more  or  less  apply  to  fashion  announcements. 


Educational  Papers 

“ The  organs  of  the  mind  ” 


jDUCATIONAL  publications  are  primarily  those  issued  in  the  interests 
of  teachers  or  those  about  to  become  instructors,  but  the  classification 
can  properly  include  periodicals  promulgating  the  interests  of  any 
associate  body  organized  for  educational  purposes. 

Sunday-school  quarterlies  and  lesson  papers,  although  of  educa- 
tional purport,  can  be  better  considered  as  religious  publications. 

The  major  part  of  the  circulation  of  an  educational  paper  must  be  among  those 
who  teach  for  a livelihood. 

There  are  ignorant  teachers,  but  the  greater  part  of  them  are  of  more  than  ordinary 
intelligence  and  of  liberal  mind  and  education. 

A few  primary  school  teachers  and  the  pedagogues  of  the  district  school  may  be 
of  an  inferior  order,  but  nearly  all  of  them  at  least  have  book  intelligence,  and  most 
of  them  possess  natural  ability.  At  any  rate  they  have  passed  some  sort  of  exami- 
nation and  have  not  been  found  entirely  wanting. 

Probably  three  quarters  of  the  instructors  of  all  classes  are  young  women,  or 
women  of  doubtful  age,  and  the  educational  paper  is  a woman’s  paper  to  an  extent 
not  exceeded  by  any  publication  other  than  the  fashion  journal. 

Female  teachers  are  individual  buyers,  and  are  at  the  head  of  their  families;  or  if 
only  a member  of  the  family,  they  are  conspicuous  ones,  and  their  influence  is 
greater  than  that  of  any  other  class  of  readers. 

The  conductor  of  even  the  smallest  school  is  a public  character  with  a large 
acquaintance,  and  cannot  help  being  intimately  known  to  the  parents  of  the  scholars. 

The  teacher  has  influence,  and  one  good  teacher  on  the  side  of  the  advei'tiser  to 
recommend  his  goods,  may  be  worth  a dozen  ordinary  individuals. 

A number  of  teachers  are  supporting  families  or  relatives  or  contributing  towards 
their  support,  and  they  partly  regulate  the  spending  of  the  family  money. 

Conditions  allow  the  business  man  to  earn  the  money  and  his  wife  to  spend  it  or 
to  regulate  its  expenditure. 

Every  advertiser  recognizes  the  buying  power  of  woman  and  adapts  his  advertis- 
ing to  her  almost  exclusively. 

The  female  teacher  is  a composite  woman  and  man.  She  is  the  money  power, 
and  the  power  behind  the  money.  She  earns  the  money,  and  she  spends  it. 


424 


K1)UCATI()NAI>  PAPERS 


125 


Everythin*^  being  ccjual,  one  teacher’s  inllucnce  is  worth  one  married  couples’ 
intlncnee,  or  two  to  one;  but  as  the  teacher  is  more  powerl'iil,  her  value  t()  the  adver- 
tiser may  be  as  twelve  to  one. 

The  teacher  that  boards  around,  or  the  one  who  does 
not  see  lier  home  but  twice  a year,  is  a power  in  her 
boarding  house;  her  tongue  is  forever  wagging  for  or 
against  things,  and  as  the  wagging  is  controlled  by  a 
mind,  the  teacher’s  words  stand  for  something,  and 
influence  trade. 

The  teacher’s  paper  must  reach  four  to  six  times 
more  women  than  men,  and  it  cannot  help  being  a 
valuable  medium  for  the  advertising  of  everything  used 
by  women  and  in  the  family. 

Even  though  the  female  teacher  may  be  a confirmed 
old  maid  she  was  obliged  to  have  a father  and  mother  and  could  not  help  having 
brothers  and  sisters,  and  every  member  of  her  family  naturally  refers  to  her  and  de- 
pends upon  her  judgment  in  the  purchasing  of  almost  everything  except  perishables. 

An  article  advertised  in  an  educational  paper  will  reach  every  class  of  household 
buyer  through  the  teacher  who  reads 
it. 

There  is  absolutely  no  evidence  on 
the  side  of  the  claim  that  it  only 
pays  to  advertise  educational  things 
in  educational  papers. 

The  school  book  and  all  the  para- 
phernalia of  education  must  be  ad- 
vertised in  the  school  paper,  but 
because  it  pays  to  advertise  these 
things  there,  does  not  prove  that  it 
does  not  pay  to  announce  general 
commodities  in  the  same  medium. 

No  class  of  household  necessity  or 
luxury  need  be  barred  out,  and  even 
articles  for  men’s  wear  may  be 
profitably  advertised  in  the  educa- 
tional paper,  partly  because  many 
men  read  it,  and  largely  because  the 
women  of  men  read  it. 

The  fact  that  the  teacher  may  not 
wear  or  use  the  article  does  not 
furnish  a reason  for  not  advertising  in  educational  publications.  Advertisements  in 
educational  periodicals  must  be  devoid  of  exaggeration  and  honest  in  fact  and  honest 


School 
Entertainments 

Our  “ Speakers  ” speak 
well,  because  there  is 
something  in  them,  and 
not  the  poor  dry  stuff 
most  have.  Drop  a 
postal  for  circular. 


Plate  No.  2 — Matter  in  Plate  No.  i,  re-written  and  re-set.  Head- 
ing in  Taylor  Gothic.  Reading  matter  in  Old  Style  Roman.  24  Point 
No.  2402  Border. 


ALL 

BRIGHT 

TEACHERS 

Like  to  arrange  attractive  and 
pleasing  entertainments  in 
connection  with  the  closing  of 
school.  Send  for  our  circular 
of  Speakers,  if  you  have  not 
already  received  one.  It  will 
help  you  out. 


Plate  No.  i. — Reproduction  of  a fairly  well 
set  advertisement.  “All  Bright  Teachers  ” is 
not  a good  heading  to  use  in  an  educational 
paper  for  all  teachers  think  they  are  bright, 
and  it  is  better  to  advertise  what  is  for  sale. 


426 


FOWLER’S  PUBLICITY 


in  appearance.  It  may  be  easy  to  fool  the 
the  teacher. 

The  advertisements  must  be  written  i 


WORDS  CORRECTLY  SPOKEN. 

By  John  White,  Ph.  D. 

RETAIL  PRICE.  - 15  Cents. 

Bound  in  extra  cloth,  stamped  in  black  and  gold,  printed  with  red 
borders,  very  wittily  written,  and  a work  valuable  to  all  who  would  s] 
their  mother  tongue  with  accuracy. 

Plate  No.  3. — Reproduction  of  an  inconspicuous  advertisement. 

are  not  of  poverty  or  of  riches.  They  all 
their  incomes  are  assured. 


general  public,  but  it  is  difficult  to  deceive 

the  best  of  English  and  with  reasonable 
brevity. 

If  the  advertisement  attempts  to  be 
argumentative,  it  must  really  be  so. 
The  intelligent  mind  despises  a poor 
argument  more  than  it  does  no  argu- 
ment at  all. 

The  readers  of  educational  papers 
have  money,  and  ready  money,  because 


They  are  not  curiosity  seekers,  and  the  advertiser  can  safely  offer  to  send  free 
samples  and  catalogues,  even  though  it  may  prove  to  be  unprohtable  to  so  advertise 
in  publications  reaching  the  masses. 

The  educational  paper  is  really  a general  publication  reaching  the  progressive 
intelligence  of  every  comiTmnity  and  through  it  the  common  people. 

So  far  as  advertising  value  is  concerned,  the  educational  paper  is  not  a trade  paper 
in  an}'  sense,  and  it  may  possess  the  same  general  value  as  does  the  general  family 
periodical. 

The  educational  paper  is  always  carefully 
read,  and  often  preserved. 

So  firmly  is  the  writer  convinced  that  the  ed- 
ucational paper  is,  from  an  advertising  stand- 
point, a general  publication,  that  he  is  willing 
to  substantiate  the  opinion  that  although  the 
majority  of  teachers  are  not  of  family,  there  is 
nothing-  of  infantile  use  or  of  household  neces- 
sity  which  cannot  be  profitably  advertised  in 
their  papers. 

Teachers  are  the  educators  of  children,  and 
their  interest  in  them  begins  at  their  earlier 
ages  and  continues -up  to  womanhood  and  man- 
hood, and  although  many  teachers  may  not  have 
children  of  their  own,  they  cannot  help  being 
the  relatives  of  children,  and  direct  contact  with 

for  them  to  avoid 
a personal  interest  in  their  welfare. 

The  teacher  does  not  do  her  own  washing, 
but  she  understands  washing,  and  her  influence  in  favor  of  a laundiy  soap  ma}’  be 
worth  more  to  the  advertiser  than  the  opinions  of  those  who  actually  use  it. 

Comparatively  few  general  advertisers  have  fully  recognized  the  actual  value  of 


children  makes  it  impossible 


® Hbout 


© 

written  a book  of  necessity. 

It’s  called  ‘‘  Words  Correct- 
It  conveniently 


I Speaking 
I Correctly 

John  White,  Ph.  D.,  has 


& 


ly  Spoken.” 
tells  how  to 
Bound  in  fine 


© 

use  words, 
cloth.  Red 
lined  borders.  Price  is 
cents.  ‘ 

Plate  No.  4. — Matter  in  Plate  No.  3 re-written  and 
re-set.  Heading  in  Tudor  Hlack.  Reading  matter  in 
Roman.  Elzevir  14  Point  No.  107  liorder. 


EDUCATIONAL  1’Al‘KRS 


127 


ie 


■IHTOWJ 


THREE  OLD  HAIDS. 

(One  Act  of  Bulhid  Opera.) 

For  Public  School  Entertainments. 

By  JOHN  JONES,  author  of  “ Evening  Bella.'* 


a? 


Eannik, 


CAST  OK  CIIAHACTEKS  : 

Soprano  I I’hinck,  - . - - Tenor 


Parts  for  soprano,  mezzo  so- 
prano,  alto,  buflb  tenor,  two  tenors. 


Katk,  - .Mezzo  Soprano  IIakkv,  - - - . - Tenor 
MAiuiK,  - - - - Alto  I Saii.ok,  - - Buffo  Tenor 
CnoKUS  OK  Men— 1st  andtJd  Bass,  and  1st  and  2d  Tenor 


Plate  No.  5. — Reproduction  of  a supposed- 
to-be  unprofitable  advertisement.  Many  teach- 
ers are  old  maids,  and  it  is  not  a good  plan  to 
use  any  term  like  this  for  a heading.  There  is 
no  need  of  giving  the  names  of  the  characters. 


and  bass  and  tenor  chorus. 


Three  M 


containing 


they 


educational  papers,  and  he  who  lirst  uses  them  extensively  will  build  up  for  himscll 
an  intellectual  eonstitueney,  permanent  in  intelligence,  and  of  the  stuff  that  the  wind 
cannot  blow  away. 

Teachers  lun'c  annoyances  enough  of  their 
own,  and  are  supposed  to  be  opposed  to  circu- 
lars that  are  forced  upon  them,  and  to  any  method 
of  impertinent  ad- 
vertising. They 
may  not  read  cir- 
culars because  they 
sometimes  will  not 
open  the  package 
them  ; 
may  not  be 
willing  to  receive 
mail  at  the  school- 
room; there  may  be  an  ordinance  against  it;  but 
they  will  read  the  educational  papers,  and  the 
advertisements  in  them  are  sure  to  be  carefully 
considered,  if  they  are  worthy  of  it.  It  is  extremely  difficult  to  obtain  the  home 
or  boarding  address  of  the  teacher,  and  really  the  only  way  the  advertiser  can  reach 
her  is  through  the  widely  circulated  educational  paper. 

The  advertiser  should  not  make  the  mistake  of  considering  teachers  wholly  as 
teachers.  They  are  women  and  men.  They  must  eat  and  sleep  and  wear  clothes 
like  other  people,  and  they  are  opposed  to  being  approached  always  with  shop  talk, 
for  they  have  a right  to  be  considered  as  human  beings  with  human  desires. 

The  illustrations  of  this  department  present  announcements  of  educational  purport. 
Many  of  the  other  departments  display  examples  of  advertising  adapted  to  educa- 
tional periodicals. 


§j[5  Old  Maids  ” by  John  Jones,  author  oje 

Bof  “ Evening  Bells,”  is  one  of  the 
brightest  of  jingling  one-act  oper-  ^ 
ettas,  suited  to  everywhere. 


Plate  No.  6. — Matter  in  plate  No.  5 re-written  and 
re-set.  Headings  in  Egyptian  Condensed  Shaded.  Read- 
ing matter  in  French  Elzevir.  Florentine  12  Point  No. 
146  Border. 


Foreign  Papers 

“ To  the  glory  of  free  America  ” 


HIS  department  considers  publications  in  foreign  languages  that  are 
printed  in  America. 

The  representative  tongues  of  the  world  are  spoken  in  this  land  of 
the  free,  and  intelligent  foreigners  refuse  to  exist  in  America  without 
a number  of  what  might  be  considered  home  papers  away  from  home 
printed  in  the  language  of  home. 

A conglomerate  people  people  this  country.  Most  of  those  not  born  here,  and  even 
those  speaking  their  native  tongue  a part  of  the  time,  are  Americans  or  pretend  to 
be,  and  as  long  as  they  live  here  they  must  eat  American  food,  live  in  American 
houses,  and  to  a large  extent  wear  American  clothes. 

It  has  been  said  that  there  is  no  necessity  of  advertising  American  goods  in  Ameri- 
can papers  printed  in  foreign  language  on  the  assumption  that  all  foreigners  of  money 
and  intelligence  can  read  and  do  read  English  papers. 

The  intelligent  foreigner  does  read  English,  and  he  reads  the  American  papers 
printed  in  English;  but  he  also  reads  the  papers  of  his  native  tongue. 

The  American  paper  printed  in  a foreign  language,  as  far  as  advertising  is  con- 
cerned, need  not  be  considered  a foreign  paper. 

Experiment  has  proven  that  any  commodity  used  by  the  people  at  large,  can  be 
advantageously  advertised  in  this  class  of  American  publications. 

The  foreigner  in  America  who  has  not  mastered  the  English  langv;age  is  not  a 
ready  bu3’er  and  no  particular  effort  need  be  made  to  reach  him;  but  every  attention 
should  be  given  to  reaching  the  intelligent  foreigner  living  on  American  soil  by 
attracting  his  attention  through  the  regular  papers  and  especially  to  meeting  him 
through  the  papers  in  his  own  language.  The  advertisement  in  such  a paper  should 
always  be  translated  into  the  language  of  the  paper. 

Because  the  advertiser’s  wife  or  sister  is  educated  and  is  considered  a linguist,  is 
not  a sufficient  excuse  for  allowing  her  to  do  the  translating.  Nothing  more  offends 
the  intelligent  reader  than  a faulty  translation,  and  he  is  not  likely  to  have  confidence 
in  the  goods  incorrectly  described. 

It  is  well  to  adapt  the  substance  of  the  advertisement  to  the  wants  and  characteris- 
tics of  the  people  the  paper  reaches,  and  if  the  ad\  ertiscr  is  an  American  or  ol  other 
English-speaking  race  he  should  be  especially  cordial. 

428 


FOREIGN  PAPERS 


429 

'The  advertiser  had  better  eonsult  some  native  speaker  of  the  langua<^e  (jf  the  j^aper 
he  is  to  advertise  in  in  order  tliat  he  may  not  make  the  mistake  of  iinderdoin*^  or  of 
overdoing  his  expressions. 

'fhere  are  a number  ol  publications  in  this  country  that  arc  printed  in  foreijj^n  lan- 
i;uag-es,  ha\'e  but  little  circulation,  and  arc  read  exclusively  by  the  most  ignorant 
class.  These  papers  cannot  be  good  advertising  mediums  for  American  goods. 

Advertisements  for  the  papers  under  consideration  must  be  brief  and  yet  explana- 
tory, progressive  but  not  ovcroriginal,  and  fresh  but  not  too  fresh. 

The  best  educated  foreigners  do  not  always  understand  the  English  language  as 
well  as  those  born  to  it,  and  the  advertisement  presenting  an  example  of  fine  writing 
may  be  one  which  will  not  be  appreciated  because  it  will  not  be  understood. 

The  best  way  to  prepare  the  advertisement  is  to  write  out  in  English  what  should 
be  said,  send  the  copy  to  some  American-foreigner,  and  request  him  to  so  re-write 
the  advertisement  that  the  people  of  his  tongue  can  understand  it  as  well  as  English 
people  can  understand  the  original  copy. 

An  order  should  never  be  given  to  translate  the  advertisement  literally.  The 
meaning,  not  necessarily  the  wording,  should  be  translated. 

No  American  unless  he  has  been  a resident  in  a foreign  country  for  a number  of 
years  can  successfully  translate  English  into  another  language,  however  proficient  he 
may  be  in  translating  another  language  into  English. 

The  better  class  of  foreigners  in  this  country  are  Americans  in  every  buying  sense, 
and  consequently  anything  which  is  used  by  the  people  at  large  can  be  profitably  ad- 
vertised in  the  representative  papers  of  foreign  language. 

The  advertiser  cannot  afford  not  to  investigate  the  circulation  of  these  papers  and 
intelligently  determine  whether  or  not  they  reach  probable  buyers.  If  they  do,  it  is 
his  business  to  advertise  in  them. 

It  does  not  make  any  difi'erence  whether  the  advertiser  speaks  the  language  or  not, 
and  he  may  even  be  socially  opposed  to  the  race  speaking  it.  The  question  for  him 
to  decide  is  “ Do  the  readers  of  the  paper  buy  my  goods,  or  do  they  not?  ” 

If  the  German  making  goods  for  Americans  advertises  in  American  papers,  there  is 
no  reason  why  the  American  making  goods  the  German  uses  should  not  advertise  in 
the  German. 

If  the  papers  reach  the  spot,  that  spot  should  be  covered  by  the  papers. 


Professional  Papers 

“Within  the  sacred  chambers  of  themselves” 


I IE  professional  paper,  as  considered  in  this  department,  is  one  con- 
ducted wholly  on  ethical  lines.  However  businesslike  its  manage- 
ment may  be,  its  attitude  and  policy  must  be  in  accordance  with  some 
written  or  unwritten  code  of  accepted  law. 

Editorially  it  must  stand  for  a professed  principle,  and  not  even 
its  business  department  can  depart  from  the  rules  governing  the  profession  it  repre- 
sents. 

The  musical  paper  is  semi-professional;  but  the  drug  paper,  and  the  one  represent- 
ing any  art  or  science  except  the  stage,  and  that  which  pertains  to  the  treatment  of 
the  human  body,  are  more  allied  to  business  art  than  to  professionalism,  and  must  be 
considered  either  by  themselves  or  as  trade  papers. 

jMedical  and  surgical  journals,  dental  and  dramatic  papers,  and  those  devoted  to  the 
study  of  chemicals  or  to  architecture  may  be  classified  as  purely  professional. 

The  professional  man  of  good  standing,  or  the  dealer  in  professional  goods  other 
than  those  of  a dramatic  character,  finds  that  there  is  written  against  his  methods  of 
business  a never-to-be-broken  law  commanding  that  he  shall  advertise  so  far  and  no 
farther. 

The  ethics  of  all  medical  associations  positively  refuse  to  allow  the  members  to 
extend  their  advertising  beyond  the  most  modest  forms,  and  the  limits  of  professional 
decency  decline  to  include  the  advertising  of  medical  things  outside  of  clinics. 

Advertisements  in  medical  papers  are  confined  to  the  announcements  of  surgical 
appliances,  h3"gienic  articles,  and  proprietary  medicines. 

No  decent  medical  paper  ever  admits  a patent  medicine  advertisement,  andmever 
prints  the  announcement  of  an^'  known-to-be-unreliable  article. 

The  real  medical  paper  is  one  of  the  grandest  and  noblest  examples  of  journalistic 
purit3^  It  is  honest  in  editorial,  honest  in  news,  honest  in  advertising,  and  stands  out 
in  the  most  commendable  contrast  from  many  so-called  journals  of  goodness,  of  edi- 
torial godliness,  and  advertising  deviltry.  It  presents  to  its  readers  the  ver}’ cream  of 
printed  integrity,  and  serves  to  them  its  matter  filtered  through  the  sieve  of  scrutin}- 
and  analyzed  by  the  chemistry  of  discrimination.  It  may  be  mistaken,  but  it  is  never 
intentionally'  wrong.  Its  readers  must  read  it  or  they'  will  be  behind  their  profession. 
It  is  absolutely  indispensable  to  every'  man  with  brains  enough  to  be  a doctor. 


430 


rKOFESSlONAl.  PAPERS 


43* 


'The  medical  paper  is  read,  advertisements  and  all;  for  every  doctcjr  kmjws  that  the 
text  of  the  advertising^,  as  well  as  that  of  the  other  columns,  contains  news  and  inldr- 
mation  of  benelit  to  him  iinancially  and  to  the  health  and  hajipiness  of  all  human- 
kind. 

Every  advertisement  in  the  truly  medical  paper  is  an  announeement  of  philanthropy 
and  professional  charity,  whether  or  not  it  makes  money  for  the  advertiser. 

The  dressmaker  may  get  along  without  the  fashi(m  journal,  the  banker  can  bank 
without  the  banker’s  paper,  and  the  pilot  can  pilot  without  the  organ  of  his  eraft;  but 
there  never  was  a doctor  who  did  not  begin  to  read  the  medical  papers  when  he  first 
began  to  study  medicine,  and  who  did  not  lay  down  the  last  copies  of  his  papers  with 
the  laying  down  of  his  life. 

The  circulation  of  the  best  medical  papers  may  not  be  equal  to  that  of  other  high- 
class  journals,  but  every  copy  reaches  a man  of  influence,  intelligence,  and  skill. 


Just  as  Good 

If  there^s  anything  as  good  as 
Blank^s  Solution,  others  would  sell 
more  of  it,  and  at  better  prices. 
Other  solutions  cost  less,  because 
they  are  worth  less. 


Plate  No.  i. — A form  of  advertising  set  in  Jenson  Old  Style,  with  Jenson  top  and  side  piece. 


432 


FOWLER’S  PUBLICITY 


The  physician  is  the  only  man  except  the  minister  and  the  lawyer  who  goes  inside 
the  family  circle,  entering  by  a door  closed  to  the  world.  lie  must  be  the  friend  of 

his  patients  ; in  sickness  and  in  health  he  is 
socially  the  equal  of  every  one  he  treats.  If  he 
speaks  well  of  insect  powder,  or  soap,  or  of  any- 
thing else  used  about  the  house  his  recommen- 
dation means  money  for  the  maker. 

The  general  advertiser  values  the  influence  of 
the  doctors  as  three  to  one  and  perhaps  fifty  to 
one  of  any  other  class  of  men.  The  physician’s 
influence  cannot  be  purchased  by  money,  and 
it  is  to  the  credit  of  civilization  that  there  is  one 
class  of  business  altogether  founded  upon  brains 
and  honor.  The  doctor  never  speaks  until  he 
thinks,  and  then  he  says  something.  There  are 
charlatans  in  the  medical  profession,  but  not 
enough  to  count. 

Any  article  of  professional  use  must  be  ad- 
vertised in  the  medical  papers,  and  the  fact  that 


in 


Under= 

Dress 

The  doctor’s  un= 
derwear — made  for 
him,  and  adapted 
to  his  changes. 


Plate  No.  2. — A profitable  form  of  advertising.  Set 
in  De  Vinne.  Border  made  up  of  Collins  Band  Border 
No.  180  and  single  rules. 

few  general  advertisers  use  them 
does  not  prove  their  inefficiency 
for  the  profitable  stimulation  of  the 
sale  of  all  good  things  worn  and 
eaten.  It  may  not  be  profitable  to 
advertise  pianos  in  medical  papers, 
but  everything  used  in  a better 
way  of  living  can  be  successfully 
advertised  in  them. 

The  dental  paper,  to  a large  ex- 
tent, is  or  should  be  on  a par  with  the  medical  paper 


Pepsin 

Purity 


Dear  Doctor : 

Kindly  drop  a postal  — 
we’ll  send  you  the  purest 
pepsin  there  is  or  can  be. 


Plate  No.  3. — A successful  form  of  professional  advertising. 
Antique.  Collins  Band  Border  No.  192. 


Set  in  Latin 


and  althoimh  dentists  as  a 


class  do  not  stand  as  high,  many  of  them  are  tully  the  equals  of  the  ph3’sicians. 


1 ’ KOFKSS  ION  A L I ’AI  ’ERS 


433 


Tlie  clr.'iniatic  paper  is  read  by  thcatrieal  j')e()plc,  and  is  tlic  onl}'  medium  reaching 
exclusively  professional  women  and  men.  Every  actor  or  actress  reads  one  or  all  ol 
the  papers;  therefore  it  is  obvious  that  no  other 
medium  can  take  their  place  in  presenting  pro- 
fessional announcements,  and  these  papers  further 
are  good  mediums  for  the  advertising  of  restau- 
rants, hotels,  modistes,  jewelers,  costumers,  trunk 
makers,  and  those  who  make  or  sell  portable 
articles. 

While  the  professional  paper  is  in  a tech- 
nical sense  a trade  periodical,  it  has  the  right  to 
claim  a position  among  general  publications  to  an 
extent  not  always  given  to  it. 

It  is  obvious  that  professional  men  and  women 
are  members  of  families,  and  live  not  far  differ- 
ently than  do  other  people,  and  for  that  reason 
they  belong  to  the  general  class,  notwithstanding 
the  extravagance  of  some  of  them,  and  the  re- 
markable intelliofence  of  others. 

The  illustrations  accompanying  this  depart- 
ment represent  forms  of  advertising  for  medical 
and  other  ethical  publications.  The  form  of 
advertisements  for  theatrical  publications  cannot  well  be  presented  here,  and  the 
reader  is  referred  to  the  departments  entitled  “ Drama,”  “ Music,”  and  “ Musical 
Papers.” 


Let  others 
Experiment 

The  reliability  of 
White’s  Emulsion  is 
founded  upon  seventy 
years  of  successful 
making.  There’s  safe- 
ty in  the  certainty  of 
continuity. 


Plate  No.  4. — 
Set  in  Ronaldson. 


A form  of  typographical  dignity. 
Single  Rule  Border. 


Financial  Papers 

“ The  organs  of  money  ” 

HE  editor  of  a financial  paper  may  not  be  a financier.  He  may  have 
been  a failure  on  ’Change,  and  he  may  never  have  conducted  any 
business  successfully. 

The  writer  of  a text  book  may  be  a poor  teacher,  and  yet  produce  a 
good  book. 

The  great  financial  minds  of  the  world  have  learned  the  art  of  money  making  by 
utilizing  the  brains  of  the  men  of  thought  who  do  the  technical  thinking,  and  who 
for  nominal  pay  are  willing  to  make  it  possible  for  men  of  smaller  minds  to  gather 

in  independent  fortunes. 
The  financial  paper,  if  it 


Money 
To  Let 


I have  ^50,000.  Respon- 
sible parties  with  good  security 
can  borrow  it,  in  sums  of  not 
less  than  $5,000,  at  5 per  cent. 


Plate  No.  i. — A form  of  financial  advertising.  Set  in  Johnson  Old  Style. 
Barta  Newspaper  Border. 


is  honest,  is  a periodical 
guide  to  wealth,  and  a true 
mirror  of  financial  fluctua- 
tions. 

From  every  quarter  of 
the  business  world  it  gathers 
information  a n d figures, 
runs  them  through  its  dis- 
criminating hopper,  and 
serves  them  for  the  conve- 
nience of  the  manipulator. 

There  never  was  a suc- 
cessful man  of  finance  who 
did  not  read  the  financial 
papers. 

A number  of  these  pa- 
pers may  be  under  the  di- 
rect control  of  monopolies, 
and  biased  editorially,  but 
even  then  they  may  be 
worth  reading,  and  certainly 
they  are  read. 


434 


FINANCIAL  l‘AI’KKS 


135 


Insured 

Tusurance 


'I'he  directors  of  the  Iflank  Life  In- 
surance Company  are  men  of  success, 
and  without  a failure.  The  assets  for 
ten  years  have  never  gone  below 
$5,000,000,  and  the  surplus  remains  at 
$2,000,000.  Policy  holders  are  doubly 
insured. 


There  are  many  ^reat  i'mancial  news- 
papers I'ouncled  upon  integrity  and  run  by 
honesty,  whieli  have  earned  the  title  (jf 
authority. 

These  honest  papers  present  to  the  finan- 
cial advertiser  opportunities  which  cannot 
be  found  in  any  other  direction.  They  are 
practically  indispensable.  They  offer  ex- 
cellent and  dignified  mediums  for  the  ad- 
\’ertising  of  banks,  bankers,  stocks,  exchange, 
insurance,  desks,  deposit  vaults,  office  fix- 
tures and  devices,  office  furnishings,  and 
everything  pertaining  to  business;  and  it 
has  been  profitable  to  advertise  in  them 
goods  for  men’s  wear,  blooded  stock  and 
stock  farms,  country  estates,  office  build- 
ings, storage,  European  tours,  railroads,  and 
practically  everything  that  a business  man 
can  use,  be  it  necessity  or  luxury. 

Advertisements  in  financial  papers  must  be  dignified,  and  never  should  descend  to 
nonsense  or  frivolity.  Readers  of  financial  papers  are  busy  men  who  wholly  or 
financially  worship  the  god  of  money,  and 
who  imagine  that  man’s  chief  end  is  to  make 
more  money  than  he  can  conveniently  use. 

They  do  not  respect  and  will  not  tolerate 
anything  but  definite  fact.  They  go  to  the 
theater  and  to  the  circus  for  fun,  but  the}"  do 
not  read  their  financial  papers  for  recreative 
purposes. 


Plate  No.  2. — A form  of  insurance  advertising.  Headings 
set  in  Bradley.  Heading  matter  set  in  Old  Style  Roman. 
Collins  Border  No.  200. 


Bank  of 
Courtesy 


There  is  no  necessity  of  always  following 
the  conventional  style  which  seems  to  be  a 
part  and  parcel  of  financial  advertising,  for 
a little  brightness  will  not  offend,  and  by  its 
contrast  will  attract  attention  and  command 
respect. 

Financial  advertisements  must  not  be  filled 
with  adjectives,  and  must  not  broad-statement 
anything.  They  must  be  of  the  “yea,  yea, 
nay,  nay  ” kind,  typographical  fact  upon  fact. 

The  old  conventional  expressions  need  not 
be  entirely  avoided,  but  they  can  be  supple- 
mented with  stronger  statements  more  strongly 


^Everything  that  we  can 
consistently  do  for  our  de- 
positors we  do  do.  Com- 
fortable reception  room, 
polite  officials,  handsome 
check-hooks,  accommoda- 
ting attention  always. 

First  National  Bank, 
Smithville,  Mass. 


Plate  No.  3. — New  style  of  bank  advertising.  Set  in 
Ronaldson  Title  Slope.  Florentine  Border  No.  149. 


436 


FOWLER’S  PUBLICITY 


■ III  Mill!  HIM""  Hill  ■!  H»  III 

I Want 
j Draft 

I Smith  6l  Smith  have  | 
I correspondents  every- 1 
l^where-  J 

Plate  No.  4.  — A style  of  banking  advertising.  Read- 
ing matter  is  set  in  Gothic  No.  6.  Florentine  Border 
No.  140. 


put,  and  stamped  with  willing  honesty.  There 
is  no  reason  why  the  hnancial  advertising  of 
these  progressive  days  should  continue  in  its 
aged  conventionality.  While  dignity  must  be 
preserved,  and  while  there  is  no  excuse  for 
sensation  or  any  form  of  startling  typography, 
there  is  no  reason  why  things  of  finance 
should  not  be  presented  with  the  jingle,  as 
well  as  with  the  solidity  of  specie. 

Brightness  need  not  in  any  sense  be  friv- 
olous, and  real  brightness  is  almost  always 
dignified. 

The  examples  presented  in  this  department 
are  necessarily  of  limited  size.  Several  other 
departments  of  the  book  directly  apply  to 
financial  paper  advertising. 


Musical  Papers 


“ Sound  commodities  ” 


HE  purely  musical  paper  is  a sort  of  cross  between  the  trade  or  pro- 
fessional paper  and  the  family  publication. 

It  is  a trade  paper  in  that  it  is  read  by  those  who  make  their  living 
out  of  music,  and  it  is  a family  paper  because  the  majority  of  musicians 
are  members  of  families. 

It  is  a woman’s  paper,  in  that  the  majority  of  those  interested  in  music  are  women. 
It  is  fashionable  for  women  to  be  musical,  and  women  have  the  time  to  study  music. 

The  advertising  space  in  all  the  good  musical 
papers,  and  there  are  comparatively  few  of  them, 
is  of  extreme  value  to  the  makers  of  musical 
instruments  and  to  the  publishers  of  songs  and 
musical  com- 
positions. 


Concert  Playing 

Mr.  George  White,  for  fifteen  years  first 
violinist  in  Smith’s  Orchestra,  can  be 
engaged  for  private  or  public  concerts. 


Everything 
relating  to  mu- 


Plate  No.  I. — A form  of  professional  announcement. 

Heading  in  Light  Face  Title  Roman.  Reading  matter 
in  ordinary  Roman.  Single  rule  border. 

SIC  or  oi  con- 
venience to  the  musician  should  be  advertised  in 
the  musical  paper. 

The  musical  paper  is  a good  advertising  medium 
for  every  article  of  household  use,  and  it  is  especi- 
ally valuable  for  articles  of  art  and  for  those  things 
which  assist  in  home-brightening  and  in  develop- 
ing the  mind  and  the  taste. 

The  musical  paper  is  an  excellent  paper  for 
furniture,  the  better  class  of  toilet  articles,  for 
books,  jewelry,  silverware,  crockery,  glass,  and 
those  things  of  semi-luxury  and  happy  necessity. 

While  the  professional  musician  cannot  adver- 
tise in  a sensational  way,  there  is  no  reason  why 
he  should  confine  his  advertising  style  to  the  con- 
ventional card.  He  can  advertise  what  he  is  instead  of  putting  his  name  always  at 
the  top. 


Miss  Mary  Smith  for  four  years 
■was  the  pupil  of  Maccaroni,  and 
for  five  years  was  professor  of 
music  in  Blank’s  College.  Va- 
cancies for  only  four  scholars. 


Plate  No.  2. — A form  of  professional  advertise- 
ment. Heading  in  Howland  open.  Reading  matter  in 
Cushing  Monotone.  Florentine  Border  No.  169. 


437 


438 


FOWLER’S  PUBLICITY 


Unless  the  artist  is  well  known  his  ad- 
vertisements can  contain  testimonials,  but 
they  had  better  have  one  good  one  than 
several  poor  ones.  Very  few  professional 
advertisers  change  their  advertisements, 
and  for  that  reason,  if  for  no  other,  it  pays 
to  change  them  constantl}’. 

If  the  teacher  of  music  has  an  unusu- 
ally large  number  of  scholars,  he  should 
give  the  number  in  the  advertisement. 

If  the  music  teacher  has  developed 
some  musical  prodigies,  let  him  present 
the  names  of  them  in  the  advertisement. 

If  the  professor  has  studied  abroad,  or 
under  any  great  musical  masters,  he  may 
say  so  in  the  advertisement. 

The  musical  advertiser  in  the  musical  paper 
should  remember  that  his  voice  or  his  musical 
skill,  while  a professional  accomplishment,  is  a 
trade  commodity,  — something  which  he  wants 
to  sell,  and  therefore  he  should  advertise  him- 
self, or  rather  what  he  can  do.  He  need  not  al- 
ways follow  the  over-conservative  ethical  lines, 
for  he  has  the  right  to  energetically  announce 
himself,  but  at  the  same  time  he  must  preserve 
his  dignity. 

He  should  never  adopt  sensational  methods, 
nor  should  he  advertise  himself  after  the  style 
of  soap  advertising;  but  there  is  a happy  com- 
promise between  these  extremes,  and  the  dry 
and  almost  meaningless  musical  card. 

The  illustrations  present  only  forms  of  profes- 
sional cards.  The  other  departments  cover 
general  advertising. 


Teacher  of 
Harmonious 
V ocalism 

I can’t  teach  everybody,  because 
everybody  hasn’t  a voice,  but  if 
there’s  anything  to  build  upon  I 
must  succeed  because  I have  al- 
ways succeeded.  For  twenty  years 
I cultivated  voices  in  Blank’s  Con- 
servatory. 

Plate  No.  4.  — A new  form  of  announcement  for 
teachers.  Set  in  Old  Style  Condensed  Title.  Parallel 
Rule  Border. 


— - i 


Smith’s 
Famous 
Harmonious 
Brass  Band 

25  pieces,  and  12  soloists.  Engage= 
ments  must  be  booked  two  weeks  in 
advance. 


Plate  No.  3. — .A  fairly  good  band  announcement.  Set  in  De 
Vinne.  Barta  Original  Border  No.  26. 


Secret  Papers 

“ The  feeders  of  harmonious  fraternity  ” 


HE  fraternity  press  comprises  those  publications  devoted  to  the  interests 
of  all  secret  societies,  beneficial  associations,  and  organizations  calcu- 
lated to  fraternize  men  and  women  for  financial  or  social  benefit. 

The  circulation  of  these  publications,  if  they  are  official,  may  be  of 
no  uncertain  quantity,  for  many  of  the  organizations  furnish  their 
members  with  a free  subscription  to  the  publication  in  question,  the  annual  dues  in- 
cluding the  subscription. 

The  larger  proportion  of  fraternity  papers  are  not  subsidized,  their  circulation  de- 
pending upon  their  quality,  and  their  necessity  to  the  members  of  the  association. 
The  circulation  of  these  publications  may  or  may  not  be  large. 

The  fraternity  press  is  generally  dr}^  and  seldom  reflects  the  enthusiastic  fellowship 
of  the  membership  it  represents. 

Nine  tenths  of  all  secret  publications  are  as  uninteresting  as  the  papers  issued  by 
insurance  companies,  for  they  contain  matter  almost  valueless,  as  dry  as  the  multipli- 
cation table. 

The  editorials  are  full  of  statistics  and  of  technical  arguments. 

The  reading  matter  is  all  alike  and  is  absolutely  devoid  of  brightness,  with  a super- 
abundance of  heavy  writing  which  the  editors  think  is  sound,  principally  because 
there  is  no  ring  to  it. 

The  majority  of  association  members  are  men,  and  because  they  are  men  the  fra- 
ternal editor  thinks  he  must  direct  his  publication  entirely  to  the  statistical  side  of 
readers  who  have  not  the  time  to  listen  to  him. 

The  articles  fairly  reek  with  morbid  sentiment,  and  smell  of  fermenting  duty. 

A bright  line  may  occasionally  occur  by  accident,  but  it  has  hard  work  to  shine 
out  from  a heap  of  statistics. 

The  average  fraternal  paper  is  a sort  of  a periodical  slice  cut  from  such  interesting 
volumes  as  books  of  statistics,  and  of  the  same  bubbling  character  as  the  Congres- 
sional Record, 

Men  who  cannot  write,  but  who  are  high  in  the  Order,  overwrite  about  unwritable 
things,  and  argue  and  reiterate  until  their  argument  returns  to  the  hole  it  started  from. 

The  editor  is  generall}^  an  old  man  who  does  not  know  any  better,  or  a young  man 
who  ought  to  know  better. 


439 


440 


FOWLER’S  PUBLICITY 


Occasionally  these  papers  are  taken  from  their  wrappers,  but  seldom  after  the 
receiver  becomes  familiar  with  the  wrapper. 

There  are  some  association  men  who  read  their  fraternal  papers  through  and 
through,  but  this  class  of  men  seldom  buy  anything,  and  cannot  be  reckoned  as 
possible  customers  to  the  advertiser. 

Do  not  think  that  there  are  no  fraternal  papers  that  are  good  advertising  mediums, 
because  the  progressive  organ  of  a secret  society,  is,  and  must  be  one  of  the  best  of 
advertising  mediums. 

The  reason  people  do  not  read  most  of  the  fraternal'  papers,  is  because  they  are  not 
worth  reading. 

The  association  member  believes  in  his  association,  and  is  prejudiced  in  favor  of 
the  association  paper.  He  wants  to  read  it,  and  will  read  it,  if  there  is  any  reason 
why  he  should. 

The  fraternal  paper  that  is  devoted  to  the  family  as  well  as  to  the  man,  presents 
the  advertiser  with  one  of  the  finest  mediums  possible. 

The  good  fraternal  paper  has  a secret  hold  upon  the  reader,  and  the  advertisers  in 
it  are  given  a personal  introduction  to  every  member  of  the  association. 

The  advertiser  must  examine  the  secret  paper  carefully. 

The  fact  that  the  paper  has  a circulation  of  one  hundred  thousand  does  not  make  it 
a valuable  medium. 

The  strength  of  the  fraternal  press  is  not  in  its  circulation  but  in  the  number  of 
people  who  read  the  paper,  for  a fraternal  paper  with  a thousand  circulation  may 
have  more  readers  than  a similar  paper  often  times  that  circulation.  Some  fraternal 
papers  contain  notices  of  assessment,  and  other  absolutely  necessary  data.  These 
papers  must  be  read,  and  therefore  are  good  advertising  mediums. 

The  character  of  the  paper,  and  the  character  of  the  readers,  can  generally  be  dis- 
covered by  the  intelligence  of  the  editorials  and  articles. 

If  the  paper  is  filled  with  statistics  and  articles  which  nobody  wants  to  read,  the 
paper  is  worth  little  as  an  advertising  medium,  even  if  its  bona  fide  circulation  be  a 
hundred  thousand. 

The  secret  paper  can  have  an  immense  circulation,  and  a paid  one  too,  without 
having  a reading  circulation. 

The  strength  of  the  association,  and  the  fact  that  the  advertiser  belongs  to  it,  have 
nothing  whatever  to  do  with  the  advertising  value  of  the  publication. 

Secret  papers  are  alwa3’s  worthy  of  consideration,  for  the  good  one  has  a tremen- 
dous influence,  and  the  more  influence  a paper  has,  the  more  valuable  is  its  adver- 
tising space. 


firm  Papers 

“ Supplements  but  not  substitutes  ” 


EWSPAPER  advertising  must  be  granted  first  place. 

The  good  of  almost  all  other  good  advertising  is  valuable  as  it 
works  in  connection  with  regular  periodical  publicity. 

The  house  paper,  that  is,  the  advertising  sheet  regularly  issued  by 
a retailer  for  the  better  advertising  of  his  goods,  and  circulated  among 
his  customers,  by  mail  or  otherwise,  generally  is,  and  always  ought  to  be  a good 
medium  of  local  advertising. 

It  does  not  take  the  place  of  newspaper  advertising,  but  it  works  well  in  connec- 
tion with  it. 

The  value  of  this  paper  depends  upon  not  having  too  little  reading  matter  in 
proportion  to  the  advertising,  and  in  its  regular  issue. 

It  should  be  published  at  least  once  a month,  and  should  reach  its  readers  at  about 
the  same  time  each  month  or  week. 

If  it  contains  too  much  advertising,  it  is  nothing  but  a big  circular,  and  is  so 
considered. 

A good  many  concerns  are  now  issuing  interesting  papers  of  reading  matter,  with 
one  or  more  blank  pages  left  for  the  insertion  of  the  firm’s  advertising,  enabling  the 
advertiser  to  purchase  a better  thing  than  he  can  publish  himself,  unless  he  be  an 
extensive  advertiser. 

The  publication  of  little  papers  with  not  less  than  one  half  good  reading  matter, 
are  sure  to  meet  public  approval,  and  to  be  welcome  visitors  in  every  home. 

The  paper  should  look  like  a paper,  not  a collection  of  advertisements. 

The  heading  should  be  engraved,  or  in  regular  newspaper  heading  type,  and  the 
reading  matter  should  be  of  a popular  character,  made  up  of  one  or  more  stories  and 
interesting  miscellany. 

Local  retailers  can  make  an  arrangement  with  a newspaper  office  in  some  town 
outside  of  their  territory  to  print  the  paper,  using  the  regular  miscellany,  and  thereby 
save  expense  of  original  composition. 

It  is  better  to  have  the  advertising  distributed  through  the  paper  than  to  locate  it 
all  in  one  place.  First  make  a paper,  then  insert  the  advertising  in  it. 

Distribute  the  papers  from  the  regular  counter,  or  send  them  by  mail  or  messenger, 
personally  addressed. 


44: 


442 


PROWLER’S  PUBLICITY 


It  may  do  no  harm  to  distribute  them  promiscuously  on  the  street,  as  the  receivers 
are  likely  to  keep  them;  but  one  paper  delivered  and  personally  addressed  is  worth 
four  papers  given  away  indiscriminately. 

It  will  pay  to  have  the  paper  contain  some  locally  written  matter.  If  possible,  fre- 
quently print  a story  by  some  local  writer. 

It  might  be  well  to  request  the  customers  to  send  in  cooking  recipes,  and  other  in- 
formation concerning  good  housekeeping.  These  matters  should  be  printed  with  the 
name  of  the  writer,  or  her  initials. 

It  is  not  necessary  that  the  firm  name  appear  in  the  heading,  although  there  is  no 
objection  to  it. 

If  the  name  is  ‘‘  Smith,”  call  the  paper  ‘‘  Smith’s  Weekly,”  or  “ Smith’s  Monthly,” 
or  Smith’s  Ladies’  Companion,”  or  ‘‘  Smith’s  Magazine.” 

General  names  may  be  preferable,  like  the  “Ladies’  Bvdletin,”  “The  Woman’s 
Paper,”  “The  Household  Gazette,”  the  “Family  Fireside,”  with  the  firm  name  as 
publisher. 

It  is  easy  to  make  a combination  plan  with  retailers  in  somewhat  distant  towns, 
employing  one  printer  to  do  all  the  work,  the  papers  being  somewhat  identical. 

It  is  no  use  trying  to  get  these  papers  entered  as  second-class  mail  matter,  for  to 
do  so  one  must  have  a genuine  paid  subscription  list,  and  take  the  advertisements  of 
rival  advertisers  if  they  are  presented. 

It  is  a good  plan  to  advertise  this  paper  extensively,  and  state  that  yearly  subscrip- 
tions are  free  to  any  one  having  a famil}'. 

The  expense  of  getting  up  these  papers  is  not  heavy,  and  they  can  cost  anywhere 
from  a quarter  of  a cent  each  to  five  cents;  a very  good  paper  can  be  produced  in 
fairly  large  quantities  for  a cent  apiece. 

Illustrations  help  the  text,  provided  they  are  good,  but  it  is  better  not  to  use  illus- 
trations at  all  than  to  use  poor  ones. 

As  the  firm’s  advertisements  are  the  only  ones  in  it,  there  is  no  necessity  of  using 
heavy  type,  or  of  making  exaggerated  statements. 

The  advertising  should  be  modest,  honest,  and  of  interest  to  the  reader. 

The  issuing  of  any  publication  quarterly  gives  the  public  a chance  to  forget  it. 

Do  not  put  pulls  in  the  reading  matter.  Let  what  is  said  be  limited  to  the  adver- 
tising columns.  The  reading  matter  should  be  for  the  reader,  not  for  the  advertiser. 

A common  cheap  newspaper  qualit}'  of  paper  may  be  used,  but  as  it  costs  so  little 
more  for  a heavier  and  better  paper,  ordinary  book  paper  is  to  be  recommended.  What 
is  known  as  natural  color,  or  straw  color,  or  light  orange  may  be  preferable  to  white. 

Do  not  use  too  small  type  for  the  reading  matter.  Eight  Point  is  small  enough. 

Select  some  plain  and  yet  characteristic  type  for  the  headings  of  all  the  articles,  and 
be  sure  that  this  type  harmonizes  with  the  general  dress  of  the  paper. 

The  more  local  matter  one  can  get  into  his  paper  — not  local  news,  but  items  of 
interest  to  the  people  of  the  town  — the  more  interesting  the  paper  will  be,  and  the 
greater  will  be  its  value  as  an  advertising  medium. 


Useless  Mediums 


It’s  useless  to  use  the  useless  ” 


DVERTISING  has  a right  to  be  a part  of  every  publication. 

If  it  were  not  for  advertising  three  quarters  of  periodical  publishing 
would  not  be  profitable,  and  the  quality  of  reading  matter  would 
materially  degenerate. 

Advertising  makes  it  possible  for  the  publisher  to  print  a better 
paper,  and  still  make  money. 

The  useless  publication  is  the  one  depending  entirely  upon  advertising  patronage 
for  its  support. 

Springing  up,  living  a little  while,  and  dying,  all  over  the  country  are  alleged  trade 
papers,  so-called  family  papers,  assumed-to-be  art  books,  nameless  directories,  and 
want-to-be  publications,  which  are  simpl}^  collections  of  advertisements  sufficiently 
interspersed  with  reading  matter  to  fool  the  advertiser. 

These  mediums  have  no  paid  circulation,  and  are  not  respected  or  read  by  those 
who  receive  them  for  nothing. 

They  have  a difterent  advertising  rate  to  each  advertiser,  based  upon  what  they 
can  get,  and  their  representatives  are  of  shabby  dress  and  mind-bare  brains. 

Advertisements  are  obtained  for  these  publications  simply  because  the  advertiser 
allows  himself  to  be  swindled,  and  because  the  advertising  solicitor,  by  telling  a 
large  story,  forces  the  thoughtless  advertiser  to  believe  that  he  is  getting  a great  deal 
by  paying  little. 

The  circulation  of  these  publications  is  free  and  often  limited  to  the  advertisers. 

Occasionally  a large  number  is  printed,  a few  upon  good  paper  and  the  balance 
upon  the  cheapest  stuff,  and  the  collector  presents  the  affidavit  of  a reputable  printer. 
The  papers  have  been  printed,  but  as  the  advertiser  is  after  papers  circulated,  not 
copies  printed,  it  is  obvious  that  the  circulation-in-junk  cannot  be  profitable. 

Frequently  the  publisher  of  these  papers  presents  the  advertiser  with  copies 
printed  upon  the  finest  of  plate  paper,  and  he  may  have  the  advertiser’s  name  upon 
the  cover.  Everything  looks  well  upon  the  face  of  it,  and  the  advertiser  does  not 
take  pains  to  look  behind  its  back. 

Every  large  printer  has  been  swindled  by  these  charlatans,  and  in  the  junk  room 
of  many  a printing  office  are  stored  tons  upon  tons  of  the  papers  that  never  circulated. 

Many  of  these  publishers  never  pay  the  printer  more  than  the  deposit.  When  the 


443 


444 


FOWLER’S  PUBLICITY 


ordered  number  has  been  printed,  the  publisher  obtains  an  affidavit  for  collection 
purposes  only,  and  with  it  enough  copies  of  the  paper  to  give  the  advertisers.  The 
publisher  forgets  to  come  back,  and  the  printer  charges  the  account  to  profit  and  loss, 
and  throws  the  papers  into  the  waste  basket. 

Frequently  the  advertising  solicitor  brings  in  a permit  to  circulate  his  papers  or 
maps  or  time  tables  along  the  line  of  railroads,  and  subsequently  he  brings  a receipt 
from  a responsible  official  stating  that  these  articles  have  been  received.  Very  often 
this  advertising  matter  is  never  circulated,  although  the  official  intended  to  do  it,  and 
may  have  distributed  a few,  but  the  railroad  is  under  no  obligations  to  circulate  the 
matter,  and  will  not  do  so  unless  it  can  do  it  conveniently. 

The  advertiser  should  demand  an  affidavit  of  circulation  as  well  as  a statement  of 
printing  and  delivery. 

Nothing  said  in  this  department  must  be  taken  as  derogatory  to  the  advertising 
space  in  regular  programs  and  in  papers  circulated  by  reputable  organizations,  for 
such  publications  at  the  worst  are  only  semi-free. 

The  program  is  not  a free  or  a useless  medium,  because  it  is  a perquisite  which 
goes  with  the  price  of  the  ticket;  and  the  association  paper,  although  given  away,  is 
of  interest  to  those  in  sympathy  with  the  object. 

The  safest  way  for  the  advertiser  is  to  refuse  to  advertise  in  any  publication,  with 
the  exception  of  programs  and  association  papers,  which  does  not  have  a paid  circu- 
lation and  one  of  known  volume. 

The  advertiser  should  also  ignore  all  publications,  even  of  circulation,  if  the 
income  comes  exclusively  from  advertising,  unless  they  represent  some  definite 
object. 

There  are  hundreds  of  papers  running  by  what  they  used  to  be,  and  are  but 
dried-up  mummies  of  once  active  life. 

A publication  which  was  once  extremely  progressive  and  profitable,  and  was  one 
of  the  best  advertising  mediums,  through  a change  of  conditions  may  lose  its  sub- 
scribers, and  yet  it  may  continue  to  live  on  the  income  from  its  advertising.  This 
publication  is  practically  useless,  and  because  the  advertiser  has  advertised  in  it  for 
3^ears  is  no  reason  why  he  should  continue  to  do  so. 

The  advertiser  should  periodically  inquire  into  the  condition  of  an  old-established 
publication,  and  if  necessary  should  investigate  it  as  thoroughly  as  one  which  has 
just  started,  that  he  may  avoid  contributing  towards  the  support  of  the  old  and 
useless. 

Age  and  reputation  count,  but  no  paper  is  a good  advertising  medium  unless  it 
possess  something  besides  age  and  reputation. 

Because  a paper  has  been  on  the  list  fifty  years,  may  be  no  reason  why  it  should 
continue  to  be  on  the  list. 

There  are  many  publications  existing  to-day,  and  asking  and  receiving  high  adver- 
tising rates,  when  if  their  circulation  books  could  be  scrutinized  not  one  tenth  ol 
their  charges  could  be  maintained. 


USELESS  MEDIUMS 


145 


Sonic  publishers  seem  to  believe  in  the  policy  of  jiroclucing  ;i  very  lar^e  and  finely 
executed  iiajier,  and  of  hiring  the  best  solicitors,  and  of  printing  very  lew  papers,  re- 
eeiviiiijj  their  income  almost  exclusively  I'rom  the  advertising.  They  can  afford  to 
use  the  best  paper  and  ink  and  to  en<^a^e  the  best  ^rade  of  workmen  because  their 
pajier  bills  are  small,  and  their  heavy  expense  is  limited  to  a salary  list. 

'fheir  success  is  due  to  apjiearances  and  not  to  circulation.  These  publications 
seldom  quote  circulation,  and  never  prove  it.  Their  representatives  are  almost 
always  gentlemen,  men  of  dignity  who  know  full  well  what  not  to  say.  They  wear 
kid  gloves,  and  are  accompanied  with  canes.  Their  cards  are  engraved,  and  their 
education  is  liberal.  The  3’ear  of  establishment  is  on  the  card  or  on  the  first  page  or 
cover  of  the  paper.  They  point  with  pride  to  the  illustrious  authors  who  used  to 
write  for  them.  The  majority  of  the  advertisements  are  from  the  most  conservative 
and  highest  grade  of  houses,  for  these  concerns  seldom  employ  advertising  men,  and 
advertising  is  almost  exclusively  placed  because  of  the  appearance  of  the  publication 
and  the  general  looks  of  the  advertising  solicitor. 

Because  these  publications  carr^^  the  advertisements  of  old-line  houses,  occasion- 
ally the  progressive  advertiser  signs  a large  contract  for  advertising,  assuming  that 
men  of  old-fashioned  success  who  made  their  dollars  by  knowing  dollars  would  not 
advertise  in  these  mediums  if  they  were  not  up  to  the  standard  claimed  for  them, 
the  thoughtlessness  of  the  advertiser  these  useless  mediums  succeed. 

It  is  as  well  for  the  economical,  progressive,  and  intelligent  advertiser  to  watch 
the  mediums  he  is  in,  as  it  is  well  for  him  to  keep  an  eye  on  those  he  does  not  use. 

Because  a paper  has  paid  is  no  sign  it  is  paying  to-da}%  nor  is  it  evidence  that  it  is 
not  paying,  for  all  things  being  equal  the  older  the  publication,  the  better  it  is. 

There  is  a vast  difference  between  the  value  of  the  publication  of  active  age  and 
the  paper  of  infirmity. 

The  advertiser  is  warned  against  all  solicitors  and  publishers  who  talk  too  much 
about  reputation  and  age  of  publication. 

The  publisher  of  a good  advertising  medium,  whether  it  is  old  or  young,  knows 
its  value  and  presents  the  proof  of  it  in  the  briefest  and  strongest  language,  and  he 
never  refuses  to  answer  every  reasonable  question,  and  to  back  his  answers  with 
proof. 

There  are  enough  progressive  and  thoroughl}^  legitimate  and  profitable  publica- 
tions to  suggest  that  the  advertiser  confine  his  advertising  to  the  papers  of  fact  and 
discontinue  advertising  in  the  papers  of  doubt. 

A further  consideration  of  useless  mediums  is  given  in  the  department  entitled 
“ Desultory.” 


Free  Mediums 


“ Something  for  nothing  is  worth  nothing” 

GIFT  is  not  something  for  nothing,  because  of  the  mutual  love  or 
respect  of  giver  and  receiver. 

Something  for  nothing  in  business  is  worth  nothing. 

Ever^’thing  travels  in  circles,  and  the  good  of  it,  like  the  power  of 
electricity,  is  in  the  future  mutual  connection,  where  that  which  is 
given  becomes  absorbed  and  paid  for. 

When  one  pays  one  cent  or  many  cents,  or  one  dollar  or  many  dollars,  for  anything, 
whether  it  be  a newspaper,  a magazine,  or  anything  else,  he  is  obliged  to  make  an 
effort  — for  the  payment  of  any  sum  of  money  is  effort. 

No  matter  how  small  the  sum,  the  spending  of  it  is  proof  that  the  buyer  desires 
that  which  he  buys,  for  no  buyer  intentionally  purchases  anything  useless;  if  he  pur- 
chase that  which  is  of  benefit  to  him,  he  will  get  that  benefit  immediately  or  within  a 
convenient  time. 

He  who  purchases  a newspaper  or  other  periodical  buys  it  to  read,  and  he  will 
read  it,  because  if  he  does  not  read  it  he  is  a fool  to  buy  it;  no  man  is  intentionally  a 
fool,  and  few  things  are  purchased  unintentionally. 

No  matter  how  valuable  the  publication  may  be,  no  matter  how  good  the  paper 
or  how  beautiful  the  illustrations,  the  appreciation  of  that  publication  is  partly  due  to 
the  fact  that  it  is  paid  for. 

As  an  advertising  medium,  the  best  periodical  for  nothing  is  not  worth  as  much  as 
the  poorest  publication  for  something. 

The  free  paper  can  have  no  standing,  and  can  be  founded  upon  nothing. 

If  the  paper  is  worth  anything  it  will  be  sold  at  somewhere  near  its  value,  and 
even  if  it  is  worth  a great  deal  it  is  not  considered  as  valuable  unless  there  is  a price 
put  upon  it,  for  nobody  thinks  much  of  anything  which  the  seller  does  not  think 
much  of  himself ; if  the  man  who  has  something  thinks  so  little  of  it  that  he  will  give 
it  away,  there  is  no  good  reason  why  the  receiver  should  take  the  pains  to  discover 
the  hidden  value  which  did  not  occur  to  the  giver. 

The  free  paper  has  no  permanency,  and  that  which  is  not  permanent  has  only 
transient  value. 

The  regidar  publication  is  supposed  to  be  a permanent  one,  and  in  its  continuance 
is  a large  part  of  its  advertising  value. 


446 


FREE  MEDIUMS 


447 


People  are  not  birds  of  passage,  and  they  naturally  cling  to  that  which  has  lived 
and  which  they  expect  will  live. 

The  continuity  of  the  human  mind  is  illustrated  by  its  slowness  in  accepting  any 
new  relbrm  or  idea,  the  tendency  being  always  to  stick  to  old  methods,  and  live  as  the 
liver  has  lived. 

Naturally  people  refuse  to  appreeiatc  anything  of  transient  character,  and  turn  to 
and  hold  fast  to  those  things  which  time  has  taught  them  to  depend  upon. 

The  old  publication  is  a good  advertising  medium  because  of  its  age,  and  because 
its  past  may  guarantee  its  future. 

The  new  publication  is  a good  advertising  medium  if  its  cpiality  is  such  as  to  sug- 
gest its  permanency. 

A publication  given  away  with  goods,  or  a free  paper  which  cannot  be  obtained 
without  an  effort  on  the  part  of  the  receiver,  while  not  competing  with  the  regular 
publications,  cannot  be  classed  as  entirely  of  the  free  order. 

There  are  a few  free  publications  so  high  in  art  and  so  remarkably  well  edited,  that 
for  the  time  being  they  present  good  advertising;  but  no  matter  how  good  they  may 
be,  all  things  being  equal,  they  must  fall  far  short  of  the  periodical  which  is  wanted 
so  badly  that  effort  and  money  are  put  forth  to  get  it. 

There  are  in  the  United  States,  and  in  every  other  countr}-,  little  papers  of  limited 
circulation,  poorly  printed  and  even  more  poorly  edited,  which  seem  to  sail  on  the 
water  which  has  passed,  but  their  readers  and  the  fathers  of  their  readers  depend 
upon  them;  their  names  have  been  handed  down  as  a sort  of  inheritance,  and  some 
people  take  them  because  they  want  them,  while  other  people  take  them  because  they 
think  they  ought  to  take  them. 

Poor,  little,  indifferent  attempts  of  way-back  journalism,  feeble  editorials,  sent-in 
news,  baked-over  miscellany,  and  warmed-up  jokes,  all  printed  with  an  old-fashioned 
hand  press  from  battered  type  — but  on  their  subscription  books  are  the  names  of  old 
families  and  their  posterity,  and  a square  inch  of  space  in  these  publications  is  worth 
more  than  a square  foot  in  many  a free  publication  forced  upon  its  reader,  even 
though  it  be  printed  upon  parchment,  decorated  with  roses,  and  bound  with  ribbons; 
for  in  the  former  are  reputation,  age,  permanency,  and  guarantee  of  good  faith,  while 
in  the  latter  can  be  found  only  what  appears  unbacked  by  the  past  and  unrecognized 
b}^  the  future. 


Proofs 


“ As  it  will  be  so  shows  the  proof  of  it  ” 


HENEVER  possible  see  a proof. 


Every  printer,  and  all  newspaper  men,  will  willingly  show  proofs, 
for  by  so  doing  they  are  relieved  of  the  whole  or  of  a part  of  the  re- 
sponsibility. 


Nobody,  not  excepting  the  most  practiced  writers  and  expert  printers. 


possesses  sufficient  second  sight  to  be  able  to  see  how  a thing  is  going  to  look  before 
it  is  presented  as  it  will  look. 

The  sight  of  the  proof  often  suggests  necessary  changes,  and  frequently  presents  the 
opportunity  of  making  important  improvements. 

The  correcting  of  proof  is  not  difficult,  and  the  fundamental  rules  of  proof  reading 
are  easily  learned. 

So  far  as  the  writer  is  aware,  all  plans  and  directions  for  proof  reading  have  been 
technical  and  mystifying  to  any  except  professional  proof  readers. 

It  is  to  be  hoped  that  the  new  way  of  presenting  proof-correcting  directions  is  so 
simple  as  to  be  readily  understood  by  everybody. 

While  proof-reading  signs  or  marks  var}'  slightly  in  different  offices,  any  printer 
or  compositor  will  readily  understand  the  meaning  of  the  characters  given  in  this 
department. 


b Act 
SUxKSuk.'^ 


Trains  stop  Tiere. 


Eastland  West. 


East  and  West. 


44S 


PROOFS 


449 


I will  not  go. 


William  clack. 


Co.^ 


I WILL  not  go. 


ft 


William  Black. 


Boston,  Mass. 


Boston,  Mass.  ^ 


Boston  Tribune. 


id^ccl 


Boston  Tribtine. 


Chicago  Express. 


Chicago  Express.  CTVv^* 


Go  in  to  the  hall. 


Go  into  the  hall. 


Hundreds  of  dogs.  Thousands  of  cats. 


‘IL 


Hundreds  of  dogs. 
Thousands  of  cats. 


450 


FOWLER’S  PUBLICITY 


I 


Are  you  ^oinw  ^ 
Are  you  well  ? 


^ ^ Are  you  going  ? Are  you  well  ? 


50  pins,  *1^ 

^ 25  needles, 

^ 75  thimbiesT 


Go^d  morning  ! 


a 

W P 

Vo  “V 


50  pins,  25  needles,  75  thimbles. 

iK/vA. 


Good  morninp- ! 

o 


^vo-vu^^  pirv/v±,J 


I don’t  ^a^nt  to  go. 

(^Oo  vs^  Q 


I don’t  want  to  go. 


For 


(m^and^T^  ^ 


For  you  and  me. 


A selectionlsufficient  for  both  of  us. 


A sufficient  selection  for  both  of  us. 


A school  for^^^ic^men.  ^ A practical  school  for  men. 


PROOFS 


451 


I \^o\j y ou  so.  ^ 


I told  you  so. 


Tell  me  your^jj^f^^name. 


Tell  me  your  name. 


( ^ o\st  (TVCt . 1 


Go  to  bed. 

>N 


^ou.v 


Go  to  your  bed. 


Where  ishe  ? 

A 


Where  is  he? 


Come  with  me^^ickly.  Come  with  me  quickly. 

Go^  Go^  Go.  I I I Go  — Go  — Go. 

SU^0^  cLcl/jJU^ 

F\sh^  Y\s\\^  Fish.  | | Fish Fish Fish. 


452 


FOWLER’S  PUBLICITY 


I love  yowj  Do  you  love  ^ j ^ ^ 

VU  Some  pens,  paper,  and  ink. 


Some  pens  paper  and  ink. 

A.  -N 


Druggists  sundries. 


V 


Druggists’  sundries. 


Hall’s  Romeo. 


A well  wisher. 


V V 


Hall’s  “ Romeo.” 


■/ 


A well-wisher.' 


will  go. 
will  go. 
hey  will  go. 


(L 


I will  go. 

He  will  go. 
They  will  go. 

-SLvvOi-^/) 


Take  Notice. 


[J[^^Take  Notice. 


(_S— oIa.^ 


I’ROOFS 


453 


A Great  Fair. 


Si. 


A great  fair. 


C > 


He  called  him  honorably”  “ He  called  him  ‘ honorable  ’!  ” 


Timothy  Titcomb  J.  G.  Holland.  ^ j ^ Timoth)^  Titcomb  (J.  G.  Holland) 


A 


Wendell  Phillips/  Orations 


)s/ Orations.  ^ j Wendell  Phillips  : Orations. 


i^^nii 


Stones  grow/animals  live. 


V 


Stones  grow;  animals  live. 


Fie,  my  lord/a  soldier? 


a 


j / Fie,  my  lord!  a soldier? 

X.  qJI 


’Twas  Caesar, 


ae 


’Twas  Ctesar. 


( 044^'^  *^3‘) 


Puffs 


“ A puff’s  a puff  yet  people  heed  it” 


HE  writer  of  the  first  advertisement  naturally  suggested  that  the  editor 
editorially  or  locally  refer  to  the  advertisement. 

The  puff  and  reading  notice  are  synonymous. 

Common  usage  divides  the  pulT  into  three  classes. 

First,  the  pufi'  that  is  all  pulf. 
puft'  that  is  partly  putf  and  partly  information  or  news. 

Third,  the  long  reading  article  apparently  a part  of  the  regular  news  or  miscellany, 
with  the  puffing  part  prominent  or  supposed  to  be  disguised. 

Not  fully  authenticated  history  has  credited  France  as  the  birthplace  of  the  original 
puff. 

Whether  the  commercial  pulf  was  an  offshoot  from  a once  popular  French  style  of 
headdress  known  as  potcff  is  a question,  but  in  the  absence  of  aii}^  contradicting 
evidence,  and  out  of  respect  for  history,  it  may  be  well  to  assume  that  the  pufi-of-type 
sprang  from  the  'pouff-oi-\\^\x . 

The  headdress  ^ouff  was  an  arrangement  of  the  hair  over  cushions  of  horsehair, 
and  ornamented  with  designs  indicative  of  the  wearer’s  taste,  or  picturesquely  displa}’- 
ing  incidents  in  the  history  of  the  wearer’s  family. 

The  record  states  the  Duchesse  d’Orleans,  on  her  first  appearance  at  court  after 
the  birth  of  a son  and  heir,  wore  a 'pouff  in  representation  of  a nursery  with  baby, 
cradle,  nurse,  and  a bundle  of  playthings,  all  exquisitely  executed  in  gold  and  enamel. 

The  imagination,  fortified  by  the  similar  spelling  of  the  two  words,  can  easily  bridge 
any  inconsistency,  and  assume  that  the  realistic  representation  of  the  nursery  was  a 
pufi'  for  the  child. 

It  is  authentically  stated  that  Madame  d’Egmont,  after  her  father,  the  Due  de  Riche- 
lieu, had  conquered  Fort  Mahon,  wore  in  commemoration  of  the  event,  and  perhaps  as 
a pulf  of  her  father’s  fighting  qualities,  w poiiff  representing  a miniature  fortress  built 
of  diamonds,  a diminutive  clock  running  mechanical  sentinels. 

Some  time  after  the  appearance  of  this  fortress-/)C>//^^  the  word  was  Anglicized  to 
pufi',  and  began  to  stand  for  all  classes  of  reading  matter  written  directly  in  the  interest 
of  some  advertiser. 

Pull's  are  both  legitimate  and  illegitimate  methods  of  advertising. 

The  pulf  never  has  taken  and  never  can  take  the  place  of  the  regular  advertisement. 


Second,  the 


454 


PUFFS 


455 


No  class  of  advertising  is  more  abused,  more  indiscriminately  used,  and  more  dam- 
aging than  the  puff. 

A good  puff,  even  if  all  puff,  if  it  be  truthful  and  dignified,  is  certainly  a profitable 
companion  to  the  regular  advertisement. 

An  exaggerated  pufi'  defeats  its  own  object,  and  creates  a feeling  of  distrust  and 
disgust  on  the  part  of  the  reader. 

A l3ang  advertisement  is  bad  enough,  but  a lying  pufi'  is  worse. 

An  advertisement  may  not  appeal  to  the  intelligence  of  the  reader,  and  it  may  be 
opposed  to  refinement  and  dignity;  but  it  is  peacefully  tolerated,  when  the  same  reader 
may  resent  a pufi'  of  the  same  character. 

The  reading  columns  of  every  publication  are  supposed  to  be  for  the  reader,  and  the 
reader  feels  that  he  has  been  illtreated  and  swindled  if  more  than  a reasonable  part 
of  that  which  he  has  paid  for  is  used  indiscriminately  for  pufiing  even  reliable  dealers. 

Few  object  to  a reasonable  notice,  or  to  an^^  pufi',  no  matter  how  long,  if  the 
greater  part  of  the  article  containing  the  puff  is  of  general  interest  and  value. 

The  advertiser  generally  assumes  that  because  he  advertises  he  is  entitled  to  un- 
limited reading  notices. 

No  advertiser  has  any  right  to  demand  or  to  positivel}^  expect  a puff. 

There  is  no  better  reason  for  giving  the  advertiser  more  than  a limited  number  of 
pufi's  than  for  the  advertiser  furnishing  shoes  and  stockings  and  fiour  to  the  publisher, 
or  presenting  him  with  so  many  samples  that  he  would  not  have  to  buy  regular  goods. 

Some  foolish  publishers,  and  even  those  who  own  good  advertising  mediums,  have 
injured  themselves  and  caused  the  legitimac}"  of  pufi'  advertising  to  be  questioned  by 
offering  as  bait  unlimited  reading  notices. 

Advertising  space  is  merchandise. 

The  quality  and  intrinsic  advertising  value  of  a publication  can  frequently  be  deter- 
mined by  the  number  of  pufi's  it  prints. 

The  publisher  who  does  not  consider  everj^  type-set  word,  whether  reading  matter 
or  advertisements,  as  actual,  definite,  measurable,  and  positive  merchandise,  proves 
by  his  own  words  and  actions  that  his  advertising  space  has  little  commercial  value. 

The  publisher  has  no  more  right  to  consider  any  part  of  his  columns  worthless  than 
has  the  grocer  to  call  his  molasses  water. 

The  publication  that  promises  all  sorts  of  things  to  advertisers,  which  over-opens 
its  advertising  columns  to  them,  probably  contains  advertising  space  worth  as  little  as 
its  publisher  thinks  it  is  worth. 

Reasonable  liberality  on  the  part  of  the  publisher  is  not  an  indication  of  weakness, 
nor  does  it  affect  the  quality  of  the  advertising  space;  and  the  publisher  has  a right  to 
give  proper  reading  notices  just  as  the  tea  man  has  a right  to  present  his  regular  cus- 
tomers with  free  samples  of  tea. 

Comparatively  few  daily  newspapers  refuse  to  give  a reasonable  number  of  pufi's 
to  their  large  advertisers,  but  the  advertiser  must  beware  of  the  magazine  or  other 
general  publication  which  prints  out-and-out  pufi's. 


456 


FOWLER’S  PUBLICITY 


The  liberal  advertiser  ma}’,  by  right  of  courtesy,  expect  a few  reading  notices,  and 
it  is  to  be  presumed  that  he  reciprocates  for  them. 

Some  newspapers  print  all  of  their  puffs  in  a puff  column,  interspersing  them  with 
alleged  news  items,  miscellany,  and  jokes.  Puffs  in  a department  like  this  have  some 
value,  but  not  one  half  the  value  they  would  have  at  the  bottom  of  some  news 
column,  or  among  the  regular  reading  matter.  They  are  looked  upon  more  as  ad- 
vertisements than  as  puffs,  and  the  weight  of  the  paper  is  not  with  them. 

The  direct  puff,  which  everybody  knows  is  a puff,  has  value,  but  not  so  much  as  the 
puff  so  mixed  with  news  and  information  as  to  appear  to  be  genuine  reading  matter. 

The  indirect  and  true  puff  is  the  best  puff  for  the  advertiser  and  the  publisher,  be- 
cause it  throws  the  weight  of  the  paper  in  favor  of  the  advertiser. 

The  puff  should  be  newsy,  or  should  give  information,  and  the  cat-in-the-nieal  side 
of  it  should  be  disguised  as  much  as  possible. 

The  indirect  puff  can  be  so  indirect  as  to  have  no  value  whatever. 

There  is  a profitable  place  between  the  puffy  puff  and  the  news  item,  which  the 
shrewd  advertiser  occupies. 

A dry  goods  store  has  just  received  a large  invoice  of  napkins,  and  immediately  a 
statement  that  “ Blank’s  napkins  are  the  best,  and  everybody  ought  to  have  them,” 
appears  in  the  local  columns.  There  is  neither  argument  nor  good  advertising  in  a 
puff  of  this  kind.  It  is  suggested  that  the  local  item  might  read,  ‘‘  A napkin  isn’t  a 
very  large  piece  of  cloth,  yet  the  first  invoice  of  Irish  Linen  napkins  received  this 
morning  at  Mr.  Blank’s  store  would,  if  placed  end  to  end,  make  a cloth-covered  path 
from  City  Hall  to  Crocker’s  Bridge.”  This  is  news,  or  rather  information,  does  not 
objectionably  jar  upon  the  reader,  and  really  tells  more  about  the  napkins  than  the 
first  item. 

The  social  form  of  puff  writing  is  often  valuable.  An  item  something  like  the 
following  reads  smoothly,  and  conveys  the  information.  “ I have  often  remai'ked,” 
said  Mr.  Blank,  the  Broadway  grocer,  “ how  inconsistent  the  taste  of  apparently  the 
same  class  of  people  seems  to  be.  My  trade  is  evenly  distributed  all  over  the  city, 
and  as  you  know,  no  one  particular  side  can  claim  all  the  wealth  of  the  town.  Now 
North  side  people  seem  to  prefer  New  Orleans  molasses,  a grade  of  liquid  sweetness 
far  purer  and  more  wholesome  than  any  other  molasses  on  the  market,  }'et  the 
majority  of  the  people  on  the  South  side,  who  are  as  wealthy  and  refined,  buy  twice 
as  much  Porto  Rico  molasses  of  me.  New  Orleans  molasses  is  used  for  syrup  and 
for  cooking,  and  the  other  kind  for  cooking  mostly,  and  I have  never  been  able  to 
understand  why  North-siders  like  syrup,  and  South-siders  don’t.  I have  just  received 
three  car  loads  of  the  finest  New  Orleans  molasses  I have  ever  tasted,  and  I am  going 
to  make  the  South-siders  use  it.”  A paragraph  like  this  not  only  gives  people,  the 
idea  that  Mr.  Blank  does  the  molasses  business  of  the  town,  but  will  create  a sutfi- 
cient  amount  of  good-natured  talk  to  assist  in  selling  more  molasses. 

IIow  much  better,  instead  of  saying,  ‘‘  Blank’s  dress  goods  beat  anything  in  town,” 
it  is  to  sa}',  “Mr.  George  White,  the  mathematically  inclined  salesman  behind  the 


PUFFS 


457 


dress  o()ods  counter  at  Blank’s  Emporium,  says  that  he  can  substantiate  the  figures 
that  claim  that  the, twenty-eight  varieties  of  organdie  now  in  stoek  are  sutlieient  to 
make  one  and  three  eighths  dresses  for  every  young  lady  between  the  ages  of  twenty- 
one  and  twenty-four  in  town,  but  Mr.  White  is  too  prudent  to  tell  how  he  found  out 
the  ages.”  Perhaps  the  preceding  item  is  a little  frivolous,  but  it  conveys  the  ideas, 
and  does  it  pleasantly;  it  creates  talk,  and  anything  that  will  create  unobjectionable 
talk  is  good  advertising. 

The  professional  advertiser  can  instantly  tell  the  most  carefully  disguised  puff,  but 
there  are  so  few  of  him  that  he  is  not  worth  considering. 

It  is  simply  necessary  to  make  the  puff  so  interesting  and  readable  that  people  will 
read  it  and  not  object  to  it. 

If  the  puff  starts  out  as  news,  and  ends  up  abruptly  as  a puff,  the  reader  is  disgusted 
because  the  item  has  fooled  him;  nobody  likes  to  be  fooled. 

Anything  which  disappoints  is  unprofitable. 

That  which  disgusts  is  injurious. 

The  writer  questions  the  value  of  the  long  reading  articles  so  frequently  appearing 
in  daily  papers,  with  sensational  headlines  and  apparently  newsy  introductions  that 
carry  the  reader  along  and  interest  him,  and  then  land  him  in  the  middle  of  a puff. 

It  would  seem  that  the  disgust,  disappointment,  and  resentment  created  by  such  an 
article  would  not  only  counteract  the  value  of  it,  but  make  it  positively  injurious  to 
the  advertiser. 

Nobody  likes  to  read  about  shipwrecked  sailors  saved  by  Blank’s  Cordial,  or 
about  the  unhappy  family  made  happy  by  Blank’s  Pills;  nor  does  any  business  man  or 
any  woman  with  money  take  any  stock  in  the  long-winded  financial  article  which 
argues  generally,^nd  then  abruptly  booms  an  unknown  investment. 

There  is  no  objection  to  telling  about  a good  thing,  or  to  introducing  it  in  a 
pleasant  way;  but  the  value  of  that  introduction  is  in  its  natural  harmony  with  the 
article,  and  the  fact  that  it  appears  to  be  a necessary  part  of  it. 

A ten-page  article  on  “ How  Blank’s  bicycles  are  made  ” may  do  Blank  some  good, 
but  not  one  tenth  as  much  good  as  an  article  on  “ How  bicycles  are  made,”  written 
by  a man  who  obtained  his  information  by  visiting  Blank’s  factory. 

The  decent  newspaper  would  rather  print  a hundred  newsy  pufi's  than  one  puffy 
puff. 

There  is  no  store,  no  maker  of  anything,  and  no  seller  who  cannot  easily  construct 
newsy  puffs,  and  puff's  with  information  in  them. 

A three-line  puff'  of  news  is  worth  a column  of  puff's  of  puff. 

Do  not  have  the  puff  in  the  company  of  puff's,  for  the  value  of  a puff'  is  in  the  corn- 
pan}^  it  keeps. 

Never  let  the  puff  disappoint  the  reader  and  make  him  sorry  he  read  it. 

Inaugurate  a news  bureau,  and  request  all  the  employes  to  send  in  every  item  of 
business  news  pertaining  to  the  business,  and  furnish  this  news,  with  the  puff'  in  it, 
either  in  skeleton  or  written  out,  to  the  newspapers. 


458 


FOWLER’S  PUBLICITY 


It  is  best  for  the  advertiser  to  write  the  puft',  or  to  have  it  written  under  his  direc- 
tion, for  then  he  can  be  sure  that  what  he  wants  said  is  said. 

If  the  advertiser  cannot  write  the  puff  himself,  perhaps  one  of  his  clerks  can,  and  if 
the  clerk  cannot  do  it,  an  arrangement  with  some  local  editor  or  reporter  should  be 
made. 

Women  are  natural  creators  and  venders  of  news,  and  the  female  employes  should 
be  encouraged  in  puff  writing. 

Items  containing  prominent  names  are  always  acceptable,  even  if  they  are  used  in 
connection  with  the  purchase  of  something. 

If  the  Honorable  Mr.  Blank  buys  a carriage,  few  local  papers  will  object  to  giving 
the  name  of  the  carriage  he  buys. 

If  Mrs.  Shoddy  Smith  pa3’s  one  hundred  and  fifty  dollars  for  a gown,  neither  Mrs. 
Smith,  nor  Mr.  Blank  who  sold  it,  objects  to  Mr.  Blank’s  name  being  mentioned. 

If  Major  Something  has  purchased  clothes  for  fift}"  consecutive  years  at  one  store, 
there  are  few  local  editors  who  would  not  be  willing  to  speak  about  it  as  news. 

If  the  best  stenographer  in  town  has  made  the  best  record  on  Blank’s  typewriter, 
few  object  to  giving  Blank  credit  for  it. 

Efforts  should  always  be  made  to  connect  names  with  goods  and  sellers.  If  there 
is  an^^  one  thing  a newspaper  wants  to  print  and  will  print,  it  is  names. 

Statistical  information  is  always  acceptable,  and  frequently  offers  excuse  for  puffing. 

Many  a publication  which  objects  to  sa}dng  that  “ Smith’s  stockings  are  the  best,” 
will  willingly  print  an  item  which  states  that  during  the  last  ten  days  Smith  sold  five 
hundred  pairs  of  number  thirteen  stockings. 

Anything  which  represents  volume  can  be  constructed  into  news. 

Puffs  should  be  devoid  of  expressions  like  “ best,”  “ unequaled,”  “unapproached,” 
and  the  like. 

Modesty  in  puff'  writing  is  absolutel}’  essential,  for  anything  which  is  disguised 
must  be  more  carefully  written  than  that  which  is  not. 

Every  advertiser  should  be  on  intimate  terms  with  the  local  editors  and  publishers, 
and  should  reciprocate  for  all  favors  done. 

The  examples  of  puff's  presented  in  this  department  are  calculated  to  illustrate 
man}-  styles  of  puff'  writing  and  to  present  the  most  acceptable  methods  of  construc- 
tion. 

No  attempt  has  been  made  to  produce  puffs  of  extreme  originaliU',  for  sometimes 
the  originality  of  the  puff'  discloses  its  character. 

IMost  of  the  examples  have  followed  conventional  lines,  so  as  to  be  in  strict  accord 
with  the  style  of  news  writing. 

The  good  puff'  must  be  natural  and  in  harmoii}’  with  the  character  of  the  paper 
printing  it. 

The  substance  of  almost  an}'  of  the  sample  puff's  is  adapted  to  other  lines  of  trade. 

All  of  the  specimens  are  given  with  headings,  but  headings  are  not  necessary,  as 
the  puff  reads  correctly  without  the  heading. 


PUFFS 


459 


The  puth should  always  be  set  in  typo^raj^hleal  uniformity  with  the  make-up  (T the 
paper. 

d'he  sample  jnitfs  are  set  in  single-leaded  8 Point,  and  therefore  oecupy  rather 
more  spaee  than  they  would  in  the  average  newspaper. 


Five  Hundred  Shawls 

“How  many  shawls  do  you  tliink 
are  in  that  pile?”  asked  Mr.  John 
lllank  of  a Journal  reporter,  as  both 
were  standing  in  front  of  the  shawl 
counter,  where  there  were  several 
stacks  of  those  famous  Himalayan 
shawls  of  which  so  much  has  been  said 
lately.  “ I should  say  at  least  a thou- 
sand,” replied  the  reporter.  “ There 
are  not  quite  five  hundred,”  said  Mr. 
Blank,  “ and  I don’t  believe  there  will 
be  a hundred  left  by  to-morrow,  for 
three  hundred  and  seventy-five  were 
sold  yesterday.  I don’t  wonder  you 
thought  there  were  twice  as  many  as 
there  are,  because  you  did  not  realize 
the  soft,  durable  thickness  of  this  class 
of  goods.” 


Restful  Bostonians 
“ If  folks  keep  on  buying  for  the  next 
month  as  they  have  during  the  past 
month,”  said  Mr.  Blank,  of  Blank’s 
furniture  store,  “ nearly  all  the  minis- 
ters, lawyers,  and  doctors,  and  other 
professional  people  in  town,  will  rest 
their  bodies  and  nerves  more  this 
winter  than  they  ever  did  before. 
There  seems  to  be  a sort  of  profes- 
sional epidemic  in  favor  of  the  Cres- 
cent Library  Chair.  My  salesmen  tell 
me  that  thirty-eight  were  sold  yester- 
day, and  that  every  buyer  appeared  to 
belong  to  the  professional  class.” 


A Coal  Saver 

Dr.  Cutting  burned  eighteen  tons 
of  coal  in  the  heating  of  his  house 
winter  before  last,  and  although  last 
winter  was  colder  than  the  one  before, 
he  is  willing  to  make  affidavit  that  he 
only  used  twelve  tons  for  the  perfect 
warming  of  his  residence  last  winter 
with  the  new  scientific  Saverine 
heater. 


Baldheaders 

Dr.  Blank,  the  eminent  English 
scientist  and  brain  specialist,  says  that 


ninety  per  cent,  of  all  baldheadedness 
is  caused  by  the  wearing  of  closely 
fitting  and  unventilated  cloth  hats. 
The  opinion  of  this  authority  coincides 
with  that  of  every  one  who  has  given 
the  matter  attention,  and  it  seems  re- 
markable that  our  enterprising  hatter, 
Mr.  John  Jones,  who  has  been  on  the 
lookout  for  a ventilating  hat  for  many 
years,  has  not  until  now  been  able  to 
obtain  one.  The  Atmospheric  Venti- 
lating Hat,  which  Mr.  Jones  is  intro- 
ducing, looks  like  any  other  hat,  is 
really  lighter,  and  not  only  saves  hair, 
but  keeps  the  head  cool. 


Straw  vs.  Felt 

Dark  lines  on  the  forehead,  hair  fall- 
ing out,  premature  baldheadedness, 
chronic  headache,  hot  heads,  — all  be- 
cause the  man  who  ought  to  wear  a 
straw  hat  keeps  wearing  his  felt  hat ! 
There’s  no  economy  in  it,  because 
if  one  hat  isn’t  wearing  out,  the  other 
hat  is,  and  there  is  discomfort  and  lack 
of  sense  in  keeping  the  felt  hat  on  when 
the  weather  demands  the  straw  hat. 
Those  stiff,  heavy  straw  hats  are  un- 
comfortable, and  produce  headache. 
The  straw  hat  of  comfort  is  the  one 
which  is  flexible  and  fits  itself  to  the 
head.  Mr.  John  Blank  can  almost  be 
called  a hat  doctor,  for  he  does  not 
make  the  man  fit  the  hat,  but  fits  the 
hat  to  the  man.  His  “Hat  of  Com- 
fort” is  of  the  lightest  of  straw  and 
fits  the  head  like  a custom-made  suit. 


The  Portland  Girl 

William  Red’s  famous  painting 
representing  the  Portland  girl  at  work 
in  the  field,  much  spoken  of  by  art 
critics  as  a wonderful  piece  of  realistic 
originality,  has  been  purchased  by  the 
Hon.  John  Jones.  It  is  said  that  Mr. 
Jones  paid  $3,800  for  the  work. 

A Heavy  Check 

A check  for  ^198,473.58,  said  to  be 
the  largest  check  ever  drawn  on  our 


local  banks,  was  paid  by  the  First 
National  Bank  yesterday. 


The  Shave  of  Comfort 

Very  likely  he  wouldn’t  like  to  have 
his  name  known,  but  his  beard  was 
stiff,  and  he  had  one  of  the  hardest 
faces  to  shave,  and  he  appeared  to  be 
a nervous  sort  of  a man;  yet  artist 
Brown,  the  I’irst  Street  tonsorialist, 
shaved  him  so  gently,  and  talked  to 
him  so  softly,  that  the  unknown  man 
slept  peacefully  during  the  operation 
of  face-smoothing. 


The  Railroads  Suffer 

Last  year  one  hundred  and  sixteen 
Centreville  gentlemen  were  riding  on 
commutation  tickets  between  this  city 
and  Great  Town.  Station  agent  Jones 
says  that  there  are  only  twenty-eight 
of  these  tickets  sold  now,  and  admits 
that  the  missing  commuters  have 
changed  from  riding  on  the  railroad  to 
riding  a Blank  bicycle.  It  is  quite  re- 
markable that  the  figures  given  by  the 
station  agent  tally  with  the  record  of 
sales  recently  made  by  William  Smith, 
the  agent  for  the  Blank  bicycle. 


Sale  of  the  Flms 

The  Elms  estate,  consisting  of  man- 
sion house,  farmhouse,  stables,  and 
other  out-buildings,  and  twenty-eight 
acres  of  land,  was  sold  yesterday  for 
$38,000  to  Mr.  John  Jones,  of  Jonesville. 
Colonel  George  Black,  the  auctioneer- 
orator,  consummated  the  sale,  and 
good  judges  of  real  estate  say  that  the 
colonel’s  eloquence  added  several 
thousand  dollars  to  the  price. 


A Dental  Memory 

Dr.  George  Smith,  who  has  had  the 
care  of  Pittsfield’s  teeth  for  nearly 
half  a century,  was  riding  on  an  A.  & 
B.  train  the  other  day.  A gentleman 
in  front  of  him  seemed  to  be  suffering 
from  the  toothache,  and  the  doctor 
very  kindly  volunteered  his  services. 


460 


FOWLER’S  PUBLICITY 


In  a few  minutes  the  sufferer  stopped 
suffering.  While  working  on  the 
aching  tooth,  Dr.  Smith  naturally 
noticed  the  other  teeth  in  the  mouth. 
Turning  to  the  patient  the  doctor  said, 
“ I filled  that  molar  some  time  in  Jan- 
uary, forty-two  years  ago.  I remember 
the  tooth,  but  I don’t  remember  you.” 
“ That  tooth,”  said  the  patient,  “was 
filled  at  the  time  you  state,  and  by  Dr. 
George  Smith,  of  Pittsfield.”  “ I am 
Dr.  Smith,”  said  the  doctor,  and  then 
they  exchanged  cigars. 


He  Bet  a Hat  and  Won 

Colonel  John  Blank  and  Mr.  George 
Smith  recently  entered  the  American 
House  dining  room  together,  at  the 
time  the  Merchant  Club  was  holding 
its  monthly  dinner.  Turning  to  the 
Colonel,  Mr.  Smith,  said,  “ I’ll  bet  you 
a hat  that  nine  tenths  of  the  hats  on 
the  rack  are  Smith’s  hats.”  “ How 
can  you  tell  ? ” asked  the  Colonel. 
“ Partly  because  I have  been  thirty 
years  in  the  hat  business,  and  judging 
by  the  number  of  hats  I have  sold  this 
spring,  three  quarters  of  the  business 
men  in  town  ought  to  be  wearing  my 
hats.”  Dr.  Jones  was  called  as 
referee,  and  Mr.  Smith  won  by  four 
hats. 


Brilliant  Uniform 

The  Pieville  Guards  paraded  this 
morning,  and  they  did  not  feel  any 
more  proud  of  their  new  uniforms  than 
did  Major  Jones,  who  made  them. 
Certainly  the  Guards  are  a walking 
advertisement  of  the  Major’s  skill  and 
taste. 


No  Two  Alike 

George  William  Black,  the  First 
Street  tailor,  can  claim  the  distinction 
of  making  one  hundred  and  four  busi- 
ness suits  last  month,  and  every  one 
of  a different  style  of  fabric. 


A I/ong  Distance  Ride 

Reverend  John  Jones  and  Deacon 
Charles  Smith  returned  yesterday 
from  a four  weeks’  bicycle  tour 
through  the  Adirondacks.  They  re- 
port a most  delightful  time.  Their 
appetites  nearly  bankrupted  the  Pre.s- 
byterian  sociable  last  evening.  Both 


gentlemen  rode  the  Blank  bicycle,  and 
although  they  wheeled  over  the  hard- 
est roads,  the  bicycles  did  not  need  the 
tightening  of  a nut  or  any  repairs  dur- 
ing the  entire  trip. 


Their  New  Rifles 

The  Shotville  Gun  Association  last 
evening  voted  to  purchase  150  of  the 
Sure-Hit  rifles. 


Successful  Balls 

The  Blankville  Baseball  Club  has 
voted  to  use  only  the  Jones  & Jones 
Regulation  balls  this  season. 


I/Ong-Wear  Foot-Wear 

Shoedealer  Smith  must  have  confi- 
dence in  the  wearing  quality  of  the 
Red  Brick  Shoe,  or  he  wouldn’t  dare 
to  offer  a silver  medal  to  every  boy 
who  could  legitimately  split  the  seams 
inside  of  six  weeks  from  date  of  pur- 
chase. 


A Giant  Cinderella 

Colonel  John  Black  will  present  the 
No.  26  ladies’  slipper,  now  on  exhibi- 
tion in  his  window,  to  any  lady  in  town 
who  can  comfortably  wear  it.  This 
slipper  is  a perfect  counterpart  of  the 
high-art  house  slippers  so  remarkably 
comfortable  and  stylish. 


How  Carpets  Are  Made 

The  Weaver  Carpet  Company  will 
present  its  gilt-edged  and  beautifully 
printed  booklet  on  the  history  and 
making  of  carpets  to  any  lady  who 
will  call  at  the  retail  department. 


The  Care  of  Furniture 

Not  one  women  in  ten,  and  not  one 
man  in  a hundred,  knows  how  to  take 
care  of  furniture  and  how  to  properly 
polish  it.  The  Bright  Furniture  Com- 
pany will  present  a booklet  on  the  care 
and  polishing  of  furniture  to  any  lady 
who  will  call  for  it,  or  it  will  be  sent 
by  mail  upon  postal  card  request. 


Rugged  Cheerfulness 

’Tis  not  the  rug  that  makes  the 
home,  but  oh,  how  it  helps  ! and  when 
this  help  can  be  ol)tained  for  only  a 
dollar,  it’s  no  wonder  that  Rugger’s 


Ruggery  is  rugging  almost  every  house 
in  town. 


Newly  Carpeted 
The  new  carpets  which  have  just 
been  used  in  recarpeting  Hotel  Ton 
required  three  thousand  five  hundred 
and  forty-two  yards,  and  the  contract 
was  given  to  Jones  Sc  Co.  against  six- 
teen competitors. 


He  Rides  with  Fase 
President  Jones,  of  the  Solid 
National  Bank,  is  enjoying  his  new 
Crescent  buggy,  especially  made  for 
him  by  Messrs.  Green  Sc  Yellow. 


The  Carriage  of  Strength 

Reverend  Dr.  Jones  says  he  is  old- 
fashioned,  and  perhaps  he  is ; at  any 
rate,  his  venerable  form  for  the  last 
twenty  years  has  never  ridden  in  any- 
thing but  the  Holden  carriage  that  he 
brought  with  him  when  he  began  to 
preach  in  our  Baptist  church.  The 
doctor  says  that  he  had  this  carriage  in 
use  five  years  before  he  came  here. 
The  doctor  and  his  vehicle  wear 
well. 


600  Overcoats 

Each  just  as  good  as  the  other,  and 
all  of  them  built  on  honor,  with  honest 
cloth.  $15  each,  and  a written  guaran- 
tee, and  your  money  back  after  you 
have  worn  the  coat  a month  if  it 
doesn’t  wear  as  well  as  you  want  it 
to.  The  Excelsior  Clothing  Store 
appears  to  sell  the  right  goods  at  the 
right  prices. 


Surety  Shoes 

Every  pair  guaranteed,  money  back, 
satisfaction  always.  The  Surety  Shoe 
Store  stands  by  its  name. 


A Coal  Blockade 

No  wonder  the  Smith ville  Flyer  was 
late  this  morning.  Jones  Brothers  had 
twenty-six  cars  filled  with  Dustless 
coal  on  the  track,  and  the  breaking  of 
an  axle  stopped  the  traffic. 

Warm  Fntertainment 
The  Opera  House  will  be  comfort- 
ably warm  this  winter.  Manager  Jones 


PUFFS 


461 


has  just  ordered  of  Smith  lirotlicrs, 
500  tons  of  Oarktown  Coal. 


A Sweetened  Transformation 

A l)ig  hogshead  of  molasses  stood 
in  front  of  Sweetman’s  candy  store 
yesterday  morning.  To-day  that  mo- 
lasses is  piled  up  in  great  pyramids 
of  sticks,  and  each  stick  is  named 
“Mother  Carey’s  ’Lasses  Taffy.” 


Chamber  Cleanliness 
There  is  something  so  cool,  so 
cleanly,  so  exhilarating  about  the 
freshly  straw-matted  chamber  floor, 
that  it  is  a wonder  more  people  do  not 
take  Dr.  Smith’s  advice  and  straw-mat 
their  sleeping  rooms  every  summer. 
The  cost  is  slight,  and  the  wear  of  the 
carpets  saved,  and  John  Jones  is  sell- 
ing really  serviceable  matting  at  12 
cents  a yard. 


Barnum’s  Circus  Tent 

contains  about  the  same  number  of 
square  feet  of  surface  as  the  aggregate 
area  of  all  the  red  rim  handkerchiefs 
placed  side  by  side  in  Jones’s  Special 
Handkerchief  Sale. 


Healthful  Sleeping 

Dr.  Jones,  the  English  authority  on 
sleep,  says  that  no  one  should  ever 
wear  anything  at  night  that  is  worn 
during  the  day,  and  that  the  strongest 
as  well  as  the  weakest  need  a complete 
change  of  clothing  when  retiring.  The 
doctor  suggests  that  some  long  under- 
shirt be  worn  under  the  nightdress 
during  the  cold  months,  and  that  under 
no  circumstances  should  the  day  under- 
shirt be  worn  at  night.  The  White 
House  has  had  a number  of  these  night 
garments  made,  following  Dr.  Jones’s 
directions,  and  although  they  are  ex- 
tremely durable  and  expensive,  they 
will  be  sold  at  very  little  above  the 
price  of  ordinary  underwear. 


Uncountable  Buttons 

Probably  a million  million  buttons 
are  made  every  year  in  the  United 
States.  More  than  two  hundred  styles, 
and  probably  an  aggregate  of  more 
than  two  hundred  thousand  buttons, 
are  carried  in  stock  by  Jones  & Co. 


Old  Fashioned  Buttons 
The  out-of-date  button  of  to-day  may 
be  the  fashionable  button  of  to-mor- 
row, and  far-seeing  Bostonians  are  re- 
ducing the  old-style-stock  of  Jones  & 
Co. 

The  Cost  of  Shirts 

Unlaundered  bosom  shirts  retail 
from  37  cents  to  two  dollars  each,  and 
Mr.  John  Smith  states  that  his  shirt 
counter  sales  have  brought  the  average 
price  of  Bostonians’  shirts  at  slightly 
over  57  cents.  Comparatively  few 
pay  as  high  as  two  dollars  for  shirts, 
a considerable  number  buy  at  the  low- 
est price,  and  a good  proportion  aver- 
age about  75  cents  each.  The  new  50 
cent  shirt  Mr.  Smith  is  selling  will 
probably  assist  in  changing  the  aver- 
age price  of  shirts,  as  many  of  the 
gentlemen  have  discovered  that  a 
really  good  shirt  is  being  sold  for  half 
a dollar. 


A Ueader  of  Style 

Everybody  says  that  young  Dr. 
Smith  is  the  best-dressed  man  in  town, 
and  Dr.  Smith  admits  that  tailor  Jones 
is  to  blame  for  it. 


The  Graduating  Class  Color 

The  young  ladies  who  are  about  to 
graduate  from  our  High  School  have 
adopted  pale  blue  as  the  class  color, 
and  have  just  presented  Principal 
Black  with  a beautiful  lemonade  set 
of  that  shade.  The  set  was  bought  at 
Smith  & Co.’s,  and  was  selected  as  the 
most  exquisitely  beautiful  of  any  of  the 
fifty  varieties  on  his  show  tables. 

They  Break  No  More 

Since  John  Smith  introduced  the 
Iron  Clad  Suspender,  the  number  of 
awfully  big  bad  words  which  occa- 
sionally accompany  the  slipping  and 
breaking  of  the  suspender  has  been 
materially  lessened  in  Passaic  house- 
holds. 

200  Hoes 

All  alike,  all  strong,  all  one  dollar, 
all  at  Jones’s. 

Congressman  Hubbard’s  New 
Home 

Architect  Jones  is  now  drawing  the 
plans  for  Congressman  Hubbard’s 


new  Soutli  Street  residence.  The  pre- 
liminary drawings  present  a liouse  of 
great  harmonious  beauty,  with  all  the 
increased  attractiveness  given  by  the 
new  methods  of  architecture,  and  yet 
there  is  in  everything  a practical,  con- 
venient simplicity  which  gives  the 
liouse  the  happy  combination  of  new- 
style  beauty  and  old-style  sense. 

A Bread  Maker 
Mr.  William  Jones,  for  many  years 
head  bread  cook  at  New  York’s  larg- 
est bakery,  has  been  engaged  to  take 
charge  of  the  bread  department  at 
White  & Clean’s. 


Bee’s  Frugality 

There  are  thirty-seven  hundred  de- 
positors in  the  Lee  Savings  Bank,  and 
nine  tenths  of  them  are  residents_of 
Lee.  The  average  deposit  amounts 
to  about  $316,  and  the  average  in 
bank  for  Lee  depositors  is  slightly 
over  $349. 


Ready-made  Style 

Eighty  per  cent,  of  Bostonians  wear 
ready-made  overcoats,  which  speaks 
well  for  Boston’s  symmetry  of  figure. 
Human  freaks  must  be  custom  clothed, 
but  the  man  of  good  figure  looks  as 
well  and  saves  money  by  buying  the 
new  Crescent  High-Art  overcoats  that 
were  made  by  Jones  & Co. 


A Crystal  Window 

What  five  cents  will  buy  can  be 
easily  seen  if  one  will  look  in  Jones’s 
window.  There,  pile  upon  pile,  are 
1,000  decorated  tumblers,  and  if  you 
don’t  buy  more  than  a dozen  of  them 
they  cost  you  but  a nickel  apiece. 


The  Bight  of  Welcome 

The  first  Methodist  Church  believes 
that  the  light  of  religion  can  be  best 
seen  from  within  a well-lighted  church, 
and  that  the  dimly  lighted  audience 
room  cannot  well  present  the  light  of 
Christianity.  The  Evening  Star 
Lamp,  in  twenty  clusters,  now  lights 
the  edifice. 

How  to  Set  the  Table 

There  are  many  ways,  and  perhaps 
your  way  is  not  the  best  way  and  then 


462 


FOWLER’S  PUBLICITY 


a change  brightens  things.  If  you 
have  a dining  table,  drop  a postal  card 
to  John  Jones,  and  he  will  send  you 
twenty-five  pictures,  each  representing 
an  artistic  and  convenient  way  of 
arranging  the  table. 


Governor  Jones  Convalescent 

Dr.  Smith,  who  is  attending  Gover- 
nor Jones,  says  that  his  patient  is  im- 
proving rapidly,  and  that  he  will 
probably  be  able  to  attend  to  his  offi- 
cial duties  in  ten  days. 


What  Six  Yards  Will  Do 

In  the  dress  department  of  Brown 
Brothers  there  are  on  exhibition  twelve 
different  style  of  dress  creation,  each 
being  made  of  only  six  yards  of  cloth. 
It  is  a genuine  display  of  economy. 


Forty  Yards  of  Dress 

Miss  Georgianna  Shakespeare  has 
kindly  allowed  Mr.  White  to  exhibit 
for  a few  days  the  gown  that  she  will 
wear  in  “She  Stoops  to  Get  Him.” 
The  dress  was  made  in  Mr.  White’s 
dressmaking  department,  and  con- 
sumed slightly  over  forty  yards  of 
silk. 


Do  We  I/Ove  Medicine  ? 

Very  likely  not,  but  we  take  it,  and 
Mr.  George  Black  has  compounded 
916  separate  prescriptions  during  the 
last  month,  the  prescriptions  coming 
from  twenty-eight  different  doctors. 


Cough  Curing 

“ Kill  the  cough  and  kill  the  child” 
is  a proper  label  for  half  the  cough 
compounds  compounded.  Dr.  Smith 
says  that  cough  syrups  are  largely  re- 
sponsible for  infant  mortality.  Pro- 
fessor Chapin,  with  the  sanction  of  our 
local  medical  society,  has  prepared, 
and  is  selling,  a harmless  cough  medi- 
cine containing  no  opiates  or  injurious 
drugs. 


Dittle  Boston  Feet 

It  is  no  use  for  the  dear  Boston  girls 
to  keep  on  saying  any  longer  that  all 
Boston  feet  are  small,  for  if  they  were 
small,  why  should  Brown  Brothers 
carry  twenty-five  varieties  of  number 


12  stockings,  and  why  should  he  say 
that  he  sells  more  than  any  smaller 
sizes?  But  Mr.  Brown  very  kindly 
keeps  the  largest  variety  of  the  smaller 
sizes,  so  that  everybody  can  be  fitted, 
and  have  what  everybody  wants. 


Ten  Miles  of  Sheets 

Take  all  the  20-cent  sheeting  at  the 
White  House,  sew  it  together  in  a con- 
tinuous piece,  and  you  can  cover  both 
sidewalks  of  every  street  within  two 
miles  of  their  store. 


Tea  Table  Cloths 

Delicately  patterned  and  rich  in 
fabric,  they  add  more  than  they  cost 
to  the  appetizing  appearance  of  the 
table.  Brown  Brothers  have  just  150, 
each  at  ^2.40. 


900  Dresses 

The  new  styles  of  ladies’  cloth  now 
displayed  at  Brown  Brothers’  store 
have  an  aggregate  capacity  of  making 
over  900  garments. 


Real  Trout 

The  kind  you  read  about  and  the 
kind  that  doesn’t  have  to  be  lied  about. 
One  hundred  of  these  gamy  beauties 
arrived  at  Smith’s  this  morning. 

Our  Five  Centers 

The  Cash  Register  at  Jones’s  Fancy 
Good  store  recorded  728  five-cent  pur- 
chases between  9 and  12  o’clock  this 
morning. 


A Train  of  Flowers 

The  most  beautiful  floral  ornament 
at  the  Ladies’  Monday  Morning  Club 
dinner  was  the  reproduction  of  a train 
of  cars,  all  worked  in  flowers,  the  entire 
train  requiring  over  ten  thousand  sepa- 
rate pieces.  This  marvelous  work  of 
art  was  executed  by  Mr.  George  Black, 
of  Main  Street. 


A Society  Deader 

Mrs.  Jones,  wife  of  .Senator  Jones, 
represents  Boston  society  at  the  capi- 
tal. At  a recent  reception  her  costume 
was  decorated  with  Chelsea  violets. 
Smith  Brothers,  the  White  Street 
florists,  have  over  20,000  of  these  fra- 
grant blossoms  ready  for  delivery. 


Staffs  of  Fife 

Four  hundred  barrels  of  “ Husband 
and  Wife  Flour,”  and  a thousand  bar- 
rels of  “ K.  W.,”  the  digestible  wheat, 
arrived  this  morning  consigned  to 
Jones  & Co. 

1 

The  Meal  to  Fat 
Dr.  George  White  says  that  Star 
Oatmeal  is  more  digestibly  prepared 
than  any  other  on  the  market,  and 
Jones  Brothers  sell  it. 


Dots  of  Oranges 

A hundred  boxes  direct  from  Florida, 
and  all  sweet,  and  all  at  Smith  Broth- 
ers. 

Collar  Style 

Twenty-seven  different  styles  of 
gentlemen’s  collars,  from  the  very  low 
to  the  very  high,  from  the  stand-up  to 
the  turn-down,  are  being  shown  in 
Jones’s  windows. 

Color  Ties 

There  may  be  nothing  new  under 
the  sun  — except  in  neckties.  William 
Black  can  show  you  247  different  ar- 
rangements and  colors  of  neckties. 


Comfortable  Card  Company 

You  can  play  cards  on  a barrel  head, 
or  on  the  bottom  of  a wash  tub,  but 
you  won’t  when  you  can  buy  a work- 
of-art-card-table  at  Jones’s  for  ^4. 


Compulsory  Matrimony 

Mr.  George  White,  the  k'irst  Street 
furniture  dealer,  may  have  a great  deal 
to  account  for.  It  is  said  that  his 
advertisement  to  completely  set  up  a 
young  couple  in  housekeeping  for  $240 
has  literally  driven  the  young  people 
into  bondage. 


Honeymoon  Headquarters 

Talk  about  your  Niagara  Falls,  your 
White  Mountains,  and  your  Newport ! 
If  you  want  to  see  your  Simple  Simons 
and  Happy  Marys  budding  into  mat- 
rimony, or  just  over  witlYit,  spend  an 
afternoon  in  White’s  furniture  store. 


Happy  Harlemites 

The  only  lady  who  didn't  want  a 
sealskin  cloak  is  confined  at  the  Bloom- 


PUFFS 


ingdalc  Asylum.  It  is  rumored  that 
the  Harlem  ladies  are  about  to  sub- 
scribe for  a monument,  representing 
Mr.  (leorge  Smith  standing  in  a group 
of  ladies,  holding  a carved-in-bronze 
representation  of  the  $$o  sealskin 
cloaks  that  have  made  our  women 
revel  in  happiness. 


Quick  Repairing 

12  midnight.  Colonel  Jones’s  steam 
pipes  aleak.  12.03  Colonel  Jones 
at  the  telephone.  12.05  a.  m.,  George 
Black  answering  him.  12.20  A.  M., 
George  Black  in  the  house.  1 2.30  A.  M., 
not  a leak. 


The  Changes  of  Time 

A wicked  man,  who  ought  to  know 
better,  said  that  when  he  married  his 
wife  she  had  fifteen  buttons  on  her  waist 
and  one  button  on  her  glove,  and  now 
his  daughter  wears  one  button  on  her 
waist  and  fifteen  buttons  on  her  gloves. 
But  Brown,  the  glover,  has  a thirty- 
button  glove  in  his  window,  and  it’s  no 
wonder  that  his  little  boy  asked  his 
mother  to  sew  a seat  between  the  gloves 
and  let  him  wear  them  for  riding 
pants. 

Can  Cleanliness 

The  Upland  Brand  of  canned  toma- 
toes is  all  tomato  and  no  dirt.j 


How  Cold  Is  It  ? 

Tell  me  how  cold  it  is.  Tell  me 
quick.  You  can’t  come  within  five 
degrees  of  it.  You  think  you  know 
whether  your  room  is  warm  or  not. 
You  don’t,  and  there  are  accurate 
thermometers  at  Jones’s  for  30  cents  ! 


Ancient  Harness 

The  Window  Hotel  tally-ho  har- 
nesses were  made  twenty  years  ago  by 
Warren,  the  harness  man,  and  have 
been  used  ever  since. 


Berkshire  Hay 

Of  the  5,000  tons  of  hay  cut  in  this 
county  and  considered  to  be  the  best 
hay  in  the  State,  Brown  & Co.  have 
purchased  4,000  tons,  nearly  all  the 
balance  being  sold  to  out-of-county 
buyers. 


Jones  in  Town 

Ex-President  Jones  and  wife  are 
occupying  the  blue  state  apartments  in 
the  Smith  House. 


Three  Cheers  for  Jones 

The  Hundred  Associates  held  their 
annual  dinner  at  Comfort  Hall  last 
evening.  They  ate,  and  they  ate,  and 
they  ate  again,  and  they  kept  on  eat- 
ing; and  so  good  did  the  food  taste, 
and  so  easy  did  it  set,  that  when  Cap- 
tain Jones  shouted  “ Three  cheers  for 
Caterer  Smith,”  the  cheers  were  given 
with  a will. 


Claim  Promptly  Paid 

Ex-representative  Jones  died  day 
before  yesterday,  and  widow  Jones  to- 
day received  a check  from  the  Fair 
Life  Insurance  Company  in  payment 
of  her  husband’s  policy. 


Heavy  I/ife  Insurance 

One  hundred  and  seven  of  the  repre- 
sentative business  men  of  New  York 
hold  policies  of  from  ten  to  fifty  thou- 
sand dollars  each  in  the  Solid  Mutual 
Life  Insurance  Company  of  Burling- 
ton. 


He  Covers  ’em  All 

Fire  insurance  manager  White  says 
that  there  are  only  four  houses  in  town 
which  do  not  carry  policies  written  by 
him. 


Solid  Insurance 

Every  member  of  the  board  of 
directors  of  the  Safety  Fire  Insurance 
Company  is  over  fifty  years  of  age, 
and  none  of  them  is  worth  less  than 
$2,000,000,  and  not  one  of  them  has  ever 
failed  in  business. 


The  Crescent  Club  Vase 

is  now  on  exhibition  in  the  window  of 
White’s  Jewelry  Store. 

Is  Your  Watch  Right? 

Mr.  William  Jones  will  regulate  it 
free  of  charge. 


Right  Clocks 

The  clock  that  doesn’t  keep  time  is 
worse  than  no  clock  at  all,  but  every 


4<J3 

clock  that  White  sells  is  guaranteed  to 
keep  time,  and  will  be  made  to  keep 
time. 


Convenient  Cooking 

Grandfather  used  wood.  Mother 
used  coal.  The  married  daughter  in  the 
summer  cooks  with  a gas  or  an  oil 
stove,  keeps  cool,  keeps  her  temper, 
and  is  satisfied  with  the  Star  stove, 
which  uses  just  gas  enough,  and  is  just 
hot  enough,  and  is  so  easy  to  take  care 
of. 

A Tremendous  Wash-out 

465  pieces  of  underwear,  803  hand- 
kerchiefs, 107  shirts,  309  pairs  of  stock- 
ings,  75  table  cloths,  4,000  collars  and 
cuffs,  and  3,640  other  articles,  were 
washed,  — and  properly  washed  too, — 
and  ironed,  and  delivered  on  time,  last 
week  by  Jones,  the  laundry  man. 


I/awyer  Smith’s  Success 

George  William  Smith,  of  the  Black 
Building,  holds  the  successful  court 
record  for  the  year.  He  has  won  107 
out  of  a possible  no  cases,  and  the 
damage  suits  which  have  been  under 
his  direction  aggregate  over  $2,000,000. 


The  Telephone  litigation 

Honorable  William  Black  has  been 
retained  by  the  heirs  of  George  Smith 
in  their  suit  for  $250,000  damages 
against  the  Gong  Telephone  Co. 


Many  Miles  of  Tumber 

Jones  & Co.  are  now  carrying  over 
75,000  feet  of  pine  and  ash  lumber  in 
their  North  End  Lumber  Yard. 


The  Smith  Monument 

The  marble  firm  of  White  & Black 
are  receiving  the  congratulations  of 
every  one  who  understands  realistic 
carving,  for  the  remarkable  specimen 
of  their  handiwork  in  the  famous 
Smith  monument  at  Green  Tree 
Cemetery. 


Deer  at  Dow  Price 

200  pounds  of  the  finest  Adirondack 
vension  arrived  this  morning  at  Smith’s 
market.  Notwithstanding  the  rernark- 
able  quality,  it  will  be  sold  at  the  regu- 
lar venison  price. 


464 


FOWLER’S  PUBLICITY 


2,000  Pounds  of  Meat 

Just  a ton  of  fresh  Chicago  dressed 
beef  is  growing  tender  on  the  hooks  at 
White’s  market. 


A Large  Contract 

White  & Smith  have  been  awarded 
the  contract  for  building  the  Masonic 
Temple.  This  firm  won  over  48  com- 
petitors. 

Fresh  Cows  and  Fresh  Milk 

The  Honeysuckle  farm  begins  to- 
day to  deliver  milk  in  glass  jars,  exclu- 
sively from  the  herd  of  one  hundred 
Jersey  cows  which  arrived  last  week. 


To-day’s  Bonnet 

The  Washington  papers  speak  en- 
thusiastically of  “ The  love  of  a bon- 
net’’worn  by  Mrs.  Senator  Cash  at 
the  Monopoly  Ball  on  Saturday  even- 
ing. Miss  White,  the  artist  at  the 
Popular  Store,  read  the  description  in 
the  papers,  and  Monday  noon  there 
were  a dozen  of  these  bonnets  ready 
for  inspection. 


An  Fvolution  in  Hats 

Mrs.  John  Jones,  who  is  responsible 
for  the  creation  of  many  of  the  most 
beautiful  styles  of  hat  decoration,  is 
receiving  congratulations  for  her  re- 
markable exhibit,  which  she  has  aptly 
entitled,  “An  Evolution  in  Hats.” 
Resting  in  a flood  of  light,  arranged  in 
a poetical  harmony  of  color,  are 
seventy-five  creations  for  the  head, 
illustrating  every  prevalent  style  and 
varying  in  price  from  fifty  cents  to  over 
thirty  dollars. 


“ Kissing  in  the  Moonlight  ” 

Miss  Vocalina  Cello  was  never  in 
better  voice,  and  never  so  thoroughly 
thrilled  her  audience,  as  when  her 
sweet,  clear  tones  rang  out  at  the  Char- 
ity Concert,  in  Bartindale’s  famous 
song,  “ Kissing  in  the  Moonlight.” 
Music  dealer  White  says  that  he  has 
already  sold  2,000  of  these  songs,  and 
that  over  200  were  sold  yesterday. 


A Musical  Street 

There  are  thirty-eight  houses  on 
Violin  Avenue,  and  in  35  of  these 
houses  are  .Sweet  & Tone’s  pianos. 


A Beautiful  Organ 

White  Bros,  delivered  this  morn- 
ing the  new  vestry  organ  for  the  First 
Congregational  Church. 


A Coat  of  White 

William  Black,  the  painter,  says  that 
it  will  take  three  hogsheads  full  of 
white  paint  to  paint  the  houses  and 
stables  on  the  new  h'irst  Ward  prop- 
erty. He  has  just  obtained  the  con- 
tract. 


Four  Thousand  Rolls 

White  & Black  have  the  credit  of 
obtaining  the  largest  wall  paper  con- 
tract ever  given  in  this  State.  In  the 
papering  of  the  Hotel  Tone  over  four 
thousand  rolls  of  wall  paper,  embrac- 
ing 175  designs,  will  be  used. 


Instantaneous  Photography 

They  didn’t  sit  still,  and  they  didn’t 
have  to,  and  they  were  taken  before 
they  knew  it,  dressed  in  natural  smiles 
— twenty-five  of  them,  and  none  over 
four  years  old,  and  some  not  quite  six 
months  of  age.  Professor  Smith  never 
fails  to  catch  the  right  expression  with 
his  camera. 


A Large  Contract 

White  & Co.  will  receive  $6,000  for 
furnishing  the  plumbing  work  of  the 
new  Jones  Building. 


A Magnificent  Residence  for 
Sale 

General  White’s  country  palace, 
with  its  hundred  acres  of  lawn, 
meadow,  and  garden,  is  offered  for 
sale  by  Damon  & Kenyon,  the  Broad- 
way insurance  agents.  The  general 
paid  over  one  hundred  thousand  dol- 
lars for  the  land,  and  during  the  last 
ten  years  has  expended  more  than  that 
sum  in  buildings,  and  more  than  fifty 
thousand  dollars  in  outdoor  arrange- 
ments. (Here  add  description  of  the 
place.) 


They  Love  Meat 

Meat  must  be  tender,  and  splendidly 
cooked  at  Clark’s  restaurant,  or  400 
pounds  of  it  would  not  be  consumed 
every  noon. 


A Safe  Proceeding 

into  Smith  & Co.’s  new  store  indi- 
cates that  another  of  our  merchants 
has  become  convinced  of  the  fire-resist- 
ing qualities  of  Surety  safes. 


Universal  Sewing 
650  Crank  Sewing  Machines  are  in 
use  in  town,  and  manager  Smith  sold 
twenty-five  yesterday. 


Merrily  They  Rode 

White’s  magnificent  boat  sleigh, 
“ The  Winter  King,”  carried  a merry 
party  to  Oysterville  last  evening. 


A Carriage  Parade 
Twenty  of  the  thirty  carriages  used 
for  our  invited  guests  yesterday  came 
from  Frost’s  stables. 


“ The  Whichness  of  the  When  ” 

It  speaks  well  for  Boston’s  intelli- 
gence that  Bookseller  Brain  can  re- 
port the  sale  of  755  copies  in  a single 
day  of  Grover  Harrison’s  famous  scien- 
tific novel,  “The  Whichness  of  the 
When.” 


“The  Fools  I’ve  Seen’’ 
Milton  Strong’s  novelette,  “ The 
Fools  I’ve  Seen,”  has  reached  its  78th 
edition. 


Cheerful  Home  Warming 

A stove  of  beauty,  and  one  breath- 
ing everlasting  gentle  waves  of  warmth, 
and  smiling  glowingly,  and  making  you 
feel  at  home,  and  that  has  not  a raven- 
ous appetite  for  coal  — The  Surety 
Coal  .Saver  is  as  economical  as  it  is 
beautiful. 


Grateful  Healthfulness 

A house  without  an  open  grate  is 
like  a child  without  a smile.  If  your 
house  is  old,  no  matter,  for  Brown  can 
fit  a grate  anywhere  into  the  fireplace, 
or  make  one,  or  give  you  a stove  that’s 
open  and  cheerful. 


Satisfactory  Coffee 

Good  coffee  is  good  for  almost 
everybody  if  he  doesn’t  drink  too  much 
of  it,  but  poor  coffee  is  an  abomination. 


PUFFS 


4^5 


Brown’s  coffee  is  a liappy  blending  of 
three  good  brands,  and  adapted  to  the 
universal  palate. 


Tea  Table  Tea 
A book  on  how  to  brew  it,  — the 
book  for  nothing,  and  the  tea  at  one 
dollar  a pound,  at  Brown’s. 


Tenacious  Tin 

The  tin  that  lasts,  and  the  kind  you 
can’t  scour  the  outside  off  of,  at 
Brown’s. 


Demanded  Stock 

Raile  «S:  Sleeper  report  that  the  de- 
mand for  R.  & R.  stock  exceeds  the 
supply  by  six  hundred  shares. 


The  Road  of  Safety 

Not  a passenger  killed  in  ten  years, 
and  not  an  accident  where  the  road 
was  to  blame,  is  the  record  of  the  B. 
& B.  R.R. 


Another  Record 

Captain  Salte,  of  steamer  “ Go,”  has 
beaten  his  own  record  between  Ocean- 
ville  and  Bar  Harbor,  running  that 
distance  in  eight  hours  and  thirty-one 
minutes. 


Backed  by  Pines 

The  Point  of  Pines  Hotel  has  twenty 
miles  of  solid  pine  woods  back  of  it. 


He  Went  For  Health  and  Got  It 

Rev.  Henry  Ward  Smith,  D.D.  has 
just  returned  from  a two  months’  stay 


at  the  Hyde  Park  Hotel,  at  Mountain- 
ville.  He  is  in  perfect  health,  has  a 
ravenous  appetite,  and  speaks  in  the 
highest  terms  of  the  location  and  man- 
agement of  this  famous  hostelry. 


Rushing  by  the  Bakes 
The  tourist  on  the  B.  of  H.  R.  R. 
passes  directly  along  the  borders  of 
forty-eight  sparkling  bodies  of  water, 
many  of  them  several  miles  across,  and 
all  of  them  glistening  gems  set  in  a 
background  of  green  and  blue. 


Palatial  Cars 

The  new  chair  cars  run  between 
Smithville  and  Jonestown  cost  $65,000 
each. 


The  Masonic  Fxcursion 

Over  two  thousand  tickets  have  been 
sold,  and  arrangements  have  been 
made  for  dining  four  thousand  people. 
Three  bands  of  music  will  accompany 
the  excursionists. 


A Comfortable  Fxcursion 

Captain  Dole, of  the  steamer"  Helen,” 
says  that  although  the  capacity  of  his 
boat  exceeds  two  thousand  passengers 
he  will  not  allow  more  than  sixteen 
hundred  on  board  on  the  4th  of  July. 


A Cyclorama  Voyage 

The  steamer  “ Ocean  Bell  ” on  her 
regular  daily  trips  to  Beachton  passes 
five  hundred  country  villas,  eight  light- 
houses, and  thirty-seven  islands,  the 
most  beautiful  short  river  trip  on  the 
continent. 


On  Time 

Superintendent  Jones  says  that  the 
K.  of  H.  excursion  will  leave  on  time, 
and  arrive  on  time,  and  return  on  time. 


Hungry  Folks’  Dinner 

Were  you  ever  hungry.?  Did  you 
ever  fail  to  cheerfully  lose  your  appetite 
at  one  of  Captain  Smith’s  famous  fish 
dinners,  where  food  is  good  and  food  is 
plenty  ? 


Running  At  Barge 

In  Oak  Grove  there  are  three  hun- 
dred squirrels,  twelve  deer,  and  a drove 
of  one  hundred  sheep. 


Railed  Buxury 

Five  hours  from  Cityville  to  Town- 
village,  one  dollar  an  hour,  and  for  a 
dollar  extra  you  have  a chair  so  com- 
fortable that  you  would  drop  into 
peaceful  slumber  if  the  beautiful 
scenery  did  not  keep  you  awake.  An 
appetizing  table,  and  all  of  the  luxuries 
of  the  finest  hotel,  as  you  are  speeding 
over  the  smoothest  track  at  fifty  miles 
an  hour. 


Summer  Homes 

Where  they  are  and  how  to  get  there. 
What  it  costs.  A book  of  facts  that 
tell  you  everything  in  plainest  English. 
A virtual  illustrated  guide,  with  none  of 
that  silly  originality  and  poetical 
quotation  and  other  stuff  that  is  so 
exasperating  when  you  want  real  in- 
formation and  prices,  and  brief  de- 
scriptions of  what  you’ll  see. 


Harmony 


‘ The  strength  of  the  whole  is  in  the  harmony  of  the  parts  ’ 


N harmony  of  method  is  the  success  of  business. 

If  there  is  not  enough  fire  under  the  water,  or  enough  water  over 
the  fire,  the  boiler  will  not  run  the  engine. 

If  the  rudder  will  not  steer  the  sail,  and  the  sails  will  not  mind  the 
rudder,  the  ship  eannot  be  sailed. 

Goods  cannot  be  weighed  in  the  scale  that  does  not  balance. 

All  there  is  to  music  is  harmony. 

All  there  is  to  success  is  in  harmonious  conditions. 

Strength  without  harmony  repels  itself. 

Strength  with  harmony  magnifies  itself. 

Blaek  goods  do  not  look  well  in  the  dark,  nor  do  white  goods  show  the  depth  of 
their  whiteness  when  overflooded  with  light. 


A thirty-dollar  overcoat  on  a rickety  counter  in  a cobwebbed  store,  with  a shabby 
salesman,  drives  out  the  little  business  that  blunders  in. 

The  office  boy  may  be  of  insignifieant  value,  but  so  long  as  he  is  a part  of  business 
he  must  fill  the  whole  of  his  position  or  profit  will  fall  through  the  hole. 

Business  cannot  be  successful  unless  each  detail  works  in  harmony  with  all  of  the 
others,  and  each  line  pulls  with  its  full  strength,  with  neither  slack  nor  strain. 

There  must  not  be  waste  of  space,  waste  of  goods,  nor  waste  of  energy. 

There  must  not  be  extravagance,  and  there  must  not  be  over-economy. 

The  wear  of  friction  is  the  wear  that  wears  out  the  profit. 

Business  is  one  long  chain,  and  the  profit  of  it  depends  upon  each  individual  link. 

Advertising  must  harmonize  with  business,  or  else  business  must  harmonize  with 
advertising. 

It  is  better  not  to  allow  either  business  or  advertising  to  make  all  ol  the  conces- 
sions. 

Better  let  business  meet  advertising  half  wa}'  Instead  of  always  making  advertising 
go  all  of  the  wa3v 

Dignified  advertising  is  for  dignified  goods. 

Humorous  advertising  is  for  humorous  goods. 

Sensational  advertising  is  for  bargains  and  cut  sales. 

Flash}',  cheap  advertising  is  for  llims}^  stock  and  transient  business. 


HARMONY 


467 


The  advertisement  is  the  face  of  business. 

What  the  business  is  is  rcllected  in  the  advertisement. 

A man  is  known  by  his  advertising. 

Advertising  is  that  which  meets  the  public  before  the  public  meets  the  goods,  and 
if  it  pays  to  make  a good  impression,  and  no  impression  is  made,  the  goods  will  never 
have  a chance,  and  their  superiority  is  as  useless  as  inferiority. 

The  advertising  must  be  in  harmony  with  the  goods,  or  the  goods  with  the  adver- 
tising, or  the  public  will  be  disappointed. 

Nobody  ever  made  money  selling  disappointment. 

Advertising  must  harmonize  with  itself. 

The  advertisement  must  not  contain  contradictory  statements. 

‘‘  Fire,  smoke,  and  water”  advertising  must  follow  its  style. 

A modest  and  honest  advertisement  must  be  modest  and  honest  from  end  to  end. 

Every  advertisement  must  be  of  one  style  or  another  style  and  not  a mixture  of 
styles. 

The  advertisement  that  is  half  strong  and  half  weak  is  as  bad  as  the  cup  half  full  of 
good  coffee  and  half  full  of  bad  milk. 

Many  an  advertisement  begins  well,  and  because  its  descriptive  matter  is  weak, 
the  opposite  from  the  intended  impression  is  given. 

The  conglomerate  advertisement  is  neither  harmonious  nor  profitable. 

Too  many  typographical  styles  in  the  same  advertisement  outrage  harmony  and 
trouble  the  eye. 

One  style  of  type,  or  several  harmonious  styles,  produce  an  advertisement  which 
the  reader  likes  to  read. 

The  harmony  of  typographical  display  counts  for  more  than  most  advertisers 
realize. 

Large  descriptive  type  and  small  heading  type  cannot  attract  the  eye. 

Bold,  heavy  Gothic  will  mix  well  with  Roman,  but  Gothic  will  not  harmonize  with 
ornamental  type. 

Roman  fits  well  into  place  everywhere. 

Gothic  is  always  readable. 

Full  Face  fits  into  almost  everywhere. 

Too  many  headings  allow  each  heading  to  injure  the  others  and  produce  t3'pograph- 
ical  discord. 

One  heading  is  better  than  more,  and  three  headings  are  about  all  that  are  allow- 
able except  under  exceptional  conditions. 

One  might  just  as  well  serve  appetizing  viands  upon  broken  dishes  as  to  serve  good 
goods  with  bad  advertisements. 

It  may  not  be  necessary  to  be  artistic,  but  harmonj^  is  necessary,  and  the  best  ot 
harmony  is  simplicity,  and  the  best  of  simplicity  is  appreciated. 

The  “ lost  chord  ” of  advertising  had  the  hard,  discordant  ring  of  inharmonious 
arrangement. 


Profitable  Singleness 

“ The  greatest  of  oneness  is  omnipotence  ” 


E strength  of  success  is  in  the  singleness  of  it. 

There  should  be  one  thing  at  a time,  because  there  is  not  time 
nough  nor  room  enough  for  two  things  at  a time. 

The  economy  of  religion,  politics,  art,  science,  and  business  focuses 
s strength  on  one  point,  that  by  its  oneness  it  may  stand  in  the  full 
igle  identity. 

s he  can  do  everything  is  the  jackass  of  all  trades. 

No  man  can  do  two  things  as  well  as  he  can  do  one  thing. 

There  never  was  a successful  book  or  play  with  more  than  one  leading  character. 
On  the  field  of  honor  and  on  the  field  of  battle  there  can  be  but  one  hero. 

He  who  can  sell  as  well  as  he  can  buy  does  neither  well. 

Two  lamps  do  not  appear  to  give  twice  as  much  light  as  one,  for  the  light  of  each 
light  shadows  the  light  of  the  other  light. 

Bright  daylight  and  bright  lamplight  make  twilight. 

One  might  as  well  mix  soup  with  his  fish  or  live  upon  semi-fluid  hash  as  to  attempt 
to  say  more  than  one  thing  at  a time,  do  more  than  one  thing  at  a time,  or  advertise 
more  than  one  thing  at  a time. 

The  good  of  two  good  things  does  not  seem  to  be  as  good  as  twice  the  good  of  one 


e 


majesty  of  its  si: 
He  who  thinl 


good  thing. 

One  blow  on  the  head  of  the  nail  will  drive  it  farther  into  the  plank  than  ten  blows 
on  the  side  of  it,  and  no  two  hammers  can  hit  the  same  nail  at  the  same  time  without 
injuring  the  nail.  One  point  remembered  is  better  than  a million  points  forgotten. 

The  advertisement  advertising  everything  there  is  to  advertise  interests  only  the 
advertiser. 

People  are  interested  in  some  one  thing  and  seldom  in  two  things  at  the  same  time, 
and  as  they  can  only  read  one  thing  at  a time  and  because  they  may  not  have  time  to 
read  about  another  thing,  it  is  better  to  advertise  one  thing  at  a time. 

An  advertisement  of  cooking  stoves  ought  to  be  all  about  cooking  stoves  and  not 
about  any  other  kind  of  stove.  To  add  the  advantages  of  parlor  stoves  to  the  adver- 
tisement of  cooking  stoves  renders  each  advantage  a disadvantage. 

It  is  simpl}^  a question  as  to  whether  or  not  it  is  better  to  have  one  point  inside  of 
a man  or  many  points  outside  of  him. 


468 


PROFITAIiLE  SINGLENESS  469 

Folks  arc  interested  in  something  especially  advertised,  and  they  are  not  interested 
in  eveiything  in  general. 

People  believe  in  special  sales,  and  are  under  the  unconscious  induence  of  the  law 
ol'  specialty. 

Nobody  knows  why,  but  the  fact  remains  that  people  expect  certain  things  to 
be  advertised  at  certain  times,  and  he  who  fills  the  expectations  of  the  people  gets 
the  people’s  money. 

The  successful  man  is  he  who  advertises  along  with  the  How  of  the  popular 
current. 

This  is  an  age  of  specialty,  and  regulars  must  often  be  presented  as  specialties. 

It  is  wonderful  to  note  how  many  women  want  tablecloths  when  the  store  is  ad- 
vertising a tablecloth  day. 

By  practicing  the  doctrine  of  oneness,  trade  is  focused,  and  that  which  will  not 
focus  is  pointless  and  useless. 

One  point  at  a time  is  worth  more  than  a dozen  points,  for  one  point  can  find  a way 
of  entering,  while  a dozen  points  will  clog  the  entrance. 

When  it  is  necessary  to  advertise  a large  number  of  things  at  the  same  time,  each 
article  should  be  separated  from  the  others  by  space,  rules,  or  borders,  that  each 
article  may  stand  in  the  strength  of  its  own  individuality. 

The  advertisement  of  several  articles  should  be  a collection  of  separate  advertise- 
ments arranged  under  one  heading,  the  heading  to  be  particularly  strong  and  of  gen- 
eral appropriateness. 

Any  article  worth  advertising  is  worthy  of  being  set  apart  by  itself. 

Mixed  advertising  is  not  worth  half  as  much  as  the  advertising  of  identity. 

The  public  will  not  eat  salad,  beans,  and  beefsteak  from  the  same  plate,  and  it  will 
not  read  advertisements  served  in  that  style. 

Where  is  the  man  or  woman  who  cares  to  allow  the  eye  to  wade  through  a bag  of 
articles,  each  one  overlapping  the  others,  the  whole  a tangled  mass.^ 

Oneness  has  become  omnipotent  in  advertising  and  in  everything  else. 

The  rifle  bullet  reaches  the  mark.  Scattering  shot  brings  only  small  game. 

No  gun  ever  fired  more  than  one  bullet  accurately  at  one  time. 

The  reader  may  not  obtain  even  an  impression  from  a wrong  advertisement  or  from 
an  advertisement  of  too  many  articles  bunched  together,  but  he  cannot  avoid  seeing, 
and  perhaps  reading,  the  advertisement  of  one  point,  when  that  point  is  brought  out 
by  the  brevity  of  emphatically  expressed  singleness. 

Not  how  many  points  the  advertiser  can  make,  but  how  many  points  he  can  stick 
into  the  public,  is  the  question  of  the  day,  and  of  success  or  failure;  and  until  he  can 
devise  a method  capable  of  presenting  three  points  three  times  as  well  as  one  point, 
he  had  better  stick  to  one  point  and  drive  that  one  point  up  to  the  head  rather  than 
scratch  the  surface  with  the  harrow  of  many  points. 


Price  Advertising 

“ If  it’s  worth  it,  tell  it,  and  keep  a-telling  it” 


of  83,000,000  people  in  the  United  States,  82,500,000  are  interested 
in  the  priee  of  everything  wanted. 

There  never  was  a man  or  woman  with  money  to  burn,  because  those 
who  say  they  have  money  to  burn  have  not  money  to  burn,  and  there- 
fore everybody  except  the  infant  is  constantly  reminded  of  price  as  con- 
nected with  necessity  or  luxury. 

What  it  costs,  as  much  as  what  it  is,  is  a part  both  of  the  economy  and  of  the  ex- 
travagance of  buying. 

Prices  count,  and  will  count  as  long  as  money  is 
counted. 

A poor  thing  at  a low  price  may  not  sell  as  well 
as  a good  thing  at  a good  price,  but  the  sale  of  every 


A Gold  and  Rubber 
Combined 
Set  of  Teeth  for 


$8 


'Xi 


i\ll  the  Teeth  You  Want 

for 


fx> 


It  isn’t  safe  to  wear  all  rubber  plates 
because  they  may  bring  sore  throat,  neu- 
ralgia, and  indigestion.  The  combination 
gold  and  rubber  set  is  safe,  and  I guar- 
antee high-grade  work  at  $8  because  I 
have  the  facilities. 

Si  X V m X V m m X X 


Xi 

X? 


The  rubber  plate  commonly  worn  is  often  the 
cause  of  diseases  as  CHRONIC  SORE  THROAT, 

NEURAUilA,  DISORDERED  DIGESTION, 

Etc.,  though  the  plate  is  seldom  suspected  as 
the  cause. 

Plate  No.  i. — A fairly  effective  advertise- 
ment, but  one  which  can  be  easily  improved. 

article  is  limited  by  the  har- 
mony of  its  quality  and  price 
as  well  as  by  the  necessity  for 
it  and  the  demand  for  it. 

It  is  not  always  necessary  to 
advertise  price,  but  stating  the 
price  is  an  essential  to  success 
that  is  frequently  not  appreci- 
ated. 

Frequently  the  better  plan  is 
to  talk  quality  and  intrinsic 
value,  or  economy,  or  beauty, 
or  luxuiy,  or  convenience,  than 
to  publicly  proclaim  the  price, 
as  it  may  be  advisable  for  the  salesman  to  be  the  hrst  price-teller;  but  there  are  cases 
where  prices  must  be  advertised,  and  often  as  prominently  as  the  goods  themselves. 


1;lX 

fx 


Xi 

XI 


^Xi 


Plate  No.  2. — Matter  in  Plate  No.  1 re-written  and  re-set.  Heading  in  Munich. 
Reading  Matter  in  Old  Style  Roman.  18  Point  liorder  No.  1802. 


470 


PRICK  ADVERTISING 


471 


WILLIAM  BKOWN 

LECTURE, 

Houston,  January  20th,  1897. 


Via 


ROUND  TRIP,  INCLUDING  ADMISSION, 

G.K.&Y.  R.  R. 

Special  Train  leaves  at  5.30  p.  m. 

Leaves  Houston  returning;  after  lecture. 

Plate  No.  3. — A bad  form  of  price  advertising. 


'The  price  in  a bargain  sale  advertisement  needs  to  be  as  conspieiious,  if  not  more 
prominent,  than  the  descriptive  matter. 

In  a clearance  sale  the  price  should  be  one  of  the 

two  important  points  advertised. 

The  reduction  advertisement  should  have  the  price 
in  the  largest  possible  type  near  or  at  the  head  of  the 
announcement. 

While  general  principles  indicate  that  it  is  better 
I § If  1 to  advertise  one  thing  at  a time,  there  is  no  objection 

K to  announcing  any  number  of  articles  at  the  same 

time,  if  under  a special  price  or  bargain  heading,  for 
such  advertising  proclaims  a single  fact,  and  therefore 
it  is  of  the  one-point-at-a-time  order. 

When  prices  are  advertised  it  is  best  to  announce 
them  boldly,  frankly,  and  most  conspicuously. 

The  price  advertisement  must  be  honest,  and  its  argument  should  attempt  to  prove 
that  the  cut  is  in  the  price,  not  in  the  quality. 

The  reduction  advertisement  had  better  give  the  former  price  as  well  as  the  cut 
price,  but  reputation  is  ruined  if  one  marks  up  the  former  figures  that  he  may  create 
a false  difierence. 

The  public  will  not  buy 
anything  at  five  dollars  if 
it  is  said  to  have  been  for- 
merly listed  at  twelve, 
because  the  cut,  honest 
though  it  may  be,  is  not 
believed  to  be  honest, 
and  there  is  no  good  in 
unrecognized  honesty. 

The  public  will  buy  a 
twelve-dollar  article  at 
eight,  nine,  or  ten  dollars, 
and  believe  it  to  be  a bar- 


gain,  but  as  long  as  the 
public  maintains  its  pres- 
ent intelligence,  it  will 


You  Can 
Hear  Brown 
For  $1 


Round  trip,  including  admission,  one 
dollar.  Special  G.  K.  & Y.  train  leaves 
at  5.30  P.  M.,  and  returns  immediately 
after  lecture. 


3L 


Headings  in  Gothic  No.  6. 


not  believe  that  any  one 
is  fool  enough  to  cut  fifty 
per  cent.,  unless  the  cut 
is  to  the  buyer’s  disad- 
vantage. The  public  mind  is  a commercial  water  pail,  and  the  advertisement  is  the 
water.  If  the  advertiser  attempts  to  fill  the  pail  by  turning  a barrel  into  it  at  one 


Plate  No.  4. — Matter  in  Plate  No.  3 re-written  and  re-set. 
Reading  matter  in  Johnson  Old  Style.  6 Point  Border  No.  247. 


472 


FOWLER’S  PUBLICITY 


time,  he  will  waste  nearly  all  of  the  water  and  not  fill  the  bucket  to  its  carrying  ca- 
pacity, while  if  he  pours  in  the  water  gradually  he  will  waste  none  of  it,  and  will 

make  the  public  hold  all  it  can  hold.  The  public 
will  not  hold  more  than  it  can  hold. 

Dishonest  bargain  sales,  with  false  cutting  state- 
ments, have  brought  immense  business,  but  the 
chances  are  that  it  is  only  transient,  and  is  of  the 
boomerang  character  that  will  return  to  the  adver- 
tiser to  crush  him. 

When  prices  are  advertised  they  must  be  right 
prices,  and  when  reductions  are  announced  they 
must  be  backed  with  reasonable  proof. 

The  public  cannot  be  continuously  fooled. 

He  who  tries  to  fool  the  public  all  of  the  time 
will  find  that  he,  not  the  public,  is  fooled. 

Figures  must  be  printed  in  plain  type.  There 
are  too  many  fancy  types  on  the  market  with  nines  that  have  so  short  a tail  as  to 
make  them  look  like  cyphers,  and  with 
ones  that  appear  like  little  i’s. 

Flave  the  figures  distinct,  plain,  and 


AT  39  c. 

Men^s  White  Unlaundered 
Shirts,  Linen  Bosoms,  made 
from  good  quality  Muslin  — 
every  one  of  them  worth  50 
cents  — any  size, 

AT  39  c. 


Plate  No.  5. — A very  well  written  and  set 
advertisement,  but  admitting  of  some  improve- 
ment. 


strong. 


There  is  nothing  artistic 


I The  Only 
1 39  Cent  Shirt 
I Fit  to  Wear 

All  the  fit  of  a high-grade  shirt  — 

^ longest  longevity— linen  bosom — good 
Uv  enough  for  the  man-of-a-dollar-shirt. 

^ We  sell  it  for  39  cents  because  we 
want  to. 

Plate  No.  6. — Presented  as  an  improvement  upon  the  matter  in 
Plate  No.  s-  Set  in  Lippincott.  12  Point  Border  No.  1212. 

mg. 

The  examples  accompanying  this  department  present  a few  of  the  difierent  forms 
of  price  advertising.  Other  departments  of  the  book  attempt  to  cover  this  method  of 
publicity. 


about  figures, 
and  no  attempt  should  be  made  to  make 
them  artistic. 

Never  cut  the  price,  nor  advertise  the 
cut,  until  reasonable  effort  is  made  to  sell 
at  full  price.  Cut  prices  bring  trade, — 
and  sometimes  shake  public  confidence. 

The  house  that  can  maintain  regular 
prices  for  everything  makes  more  money 
more  money  for  each  ar- 
line  of 


regular 


because  it  gets 
tide  sold,  and  holds  a 
custom  without  an  influx  of  unprofitable 
people  who  go  a-shopping  but  not  a-buy- 


Employers 


‘ You  can’t  make  others  do  what  you  can’t  do  yourself  ” 


HE  king  is  superior  to  his  subjects. 

The  leader  must  know  more  than  the  led. 

The  best  army  without  a command  has  the  weakness  of  a mob. 

The  generals  of  history  massed  together  with  no  one  to  command 
them  would  stampede  at  the  sight  of  the  enemy, 
the  head  may  be  inferior  to  those  at  the  bottom,  but  commercially  he  is 
superior  to  those  commercially  below  him. 

The  discipline  of  trade  demands  leaders. 

Until  civilization  moves  another  cog  upward  there  must  be  owners  and 
owned. 

The  leader  on  to  success  is  not  a slave  driver.  His  rule  is  only  that  of  discipline, 
and  discipline  is  neither  hard  nor  cruel. 

No  business  man  can  sell  his  goods  because  he  has  not  the  time,  and  therefore  to 
him  the  employe  is  a necessity. 

During  the  hours  of  business  the  business  man  has  no  business  to  raise  to  the  plat- 
form of  his  leadership  under-clerks,  office  boys,  and  other  workers  except  those  in 
confidential  positions. 

Business  must  have  a head,  and  a head  is  not  a head  unless  backed  by  discipline; 
and  discipline  is  not  discipline  unless  backed  by  proper  respect;  and  there  would  be 
no  difference  between  employer  and  employe  if  the  employe  did  not  recognize  the 
employer  as  his  superior,  and  the  employer  did  not  consider  the  employe  a soldier  in 
the  ranks  of  his  business. 

While  there  are  fools,  drones,  and  dunces  at  the  head  of  business,  the  grand  law  of 
general  averages  says  that  he  who  is  able  to  be  in  business  for  himself  and  to  employ 
others  must  necessarily  have  a keener  business  head  and  a better  business  judgment 
than  most  of  his  employes. 

Right,  not  might,  demands  that  the  employer  consider  the  employe  for  the  time 
being  and  during  business  hours  his  inferior  in  business  capacity. 

Commercially  the  employer  is  a better  man  than  the  employe  until  the  employe 
becomes  an  employer. 

The  employer  and  employe  occupy  distinct  positions,  the  one  being  the  disciplinarian, 
and  the  other  the  subject  of  discipline. 


The  one  at 


473 


474 


FOWLER’S  PUBLICITY 


No  decent  man  objects  to  discipline,  nor  will  he  ever  receive  in  an  improper  spirit 
any  legitimate  order. 

The  management  of  successful  business,  robbed  of  the  pomp  and  showy  features  of 
military  life,  requires  the  same  general  use  of  discipline. 

The  employer  may  occupy  a lower  social  position  than  does  the  employe,  and  in 
the  grand  wind-up  of  human  affairs  may  sit  behind  his  help  in  the  arena  of  justice; 
but  in  his  business  it  is  his  duty  to  make  others  do  their  duty  and  to  command 
respect. 

There  are  employers  who  are  human  only  in  appearance,  and  who  are  intellectually, 
morally,  and  in  every  other  way  except  in  money  getting,  below  the  level  of  convict 
labor. 

The  employer  who  does  not  respect  himself  and  the  good  qualities  of  his  employes 
will  never  receive  the  respect  his  position  suggests,  although  he  may  think  that  he 
gets  it. 

The  salesman  and  other  employes  are  absolutely  necessar}^  to  business,  and  whether 
the  employer  admits  it  or  not,  he  is  as  much  in  the  power  of  the  worker  as  the  worker 
is  in  his  power. 

lie  exercises  an  individual  power,  but  against  him  is  arrayed  the  collective  strength 
of  labor. 

Between  the  employer  and  the  employed  there  should  be  a frank,  cordial,  generous, 
and  respectful  relation. 

Cordiality  need  not  become  intimacy,  nor  need  it  necessitate  cordiality  outside  of 
business;  but  there  should  be  a general  good  feeling,  and  the  employer  should  never 
so  puff  himself  up  as  to  consider  that  his  position  is  more  exalted  than  it  is. 

The  employer  hires  the  employe  to  assist  in  the  handling  of  his  business,  and  it  is 
his  business  to  make  the  employe’s  business  easier,  not  harder. 

No  employer  was  ever  successful  who  did  not  have  consideration  for  those  in  his 
employ.  He  may  have  made  money,  but  he  never  succeeded  in  making  anything  else. 

The  employer  has  no  right  to  expect  patience  to  exist  exclusively  among  his  sales- 
men, and  it  is  his  business  to  set  an  example  of  patience,  tolerance,  and  politeness. 

An  irritable  employer  has  irritable  employes. 

The  employer  sitting  in  his  shirt  sleeves  in  a breezy  office,  in  a eomfortable  chair, 
sipping  sparkling  seltzer  and  cooling  lemonade,  has  no  right  to  go  down  into  the  heat 
of  the  store  and  vent  family  annoyances  upon  the  work  horses  standing  within  the 
counter  stalls. 

The  employer  has  no  right  to  expect  twenty-dollar  men  to  work  for  ten  dollars  a 
week,  and  if  these  men  are  worth  twenty  dollars  a week  they  will  get  twenty  dollars 
a week  from  him  or  they  will  get  out. 

The  employer  cannot  force  fifteen  dollars’  worth  of  politeness  out  of  a seven-dollar 
salesman. 

The  employer  should  make  every  clerk  feel  that  he  is  his  friend,  and  that  better 
position  and  better  pay  depend  upon  abilit}'  and  faithfulness. 


EM1‘L()VKKS 


475 


'Flic  cnipl()}'c‘r  sliould  cncourai^e  the  business  eclueation  ol'all  of  those  who  work  for 
him. 

'fhe  employer  ma}'  establisli  technical  schools  and  courses  of  leeturcs  or  talks,  that 
he  may  the  better  tell  those  who  work  for  him  what  they  are  working  on. 

d'he  custom  of  establishing  an  evening  school  of  instruction  at  the  store  or  factory 
is  of  direct  benefit  to  emplo3-er  and  employe  alike. 

The  good-for-anything  clerk  will  willingly  attend  a weekl}'  or  fortnightly 
talk. 

If  the  employer  employs  outside  talent  in  his  school  or  lecture  room,  he  had  better 
attend  the  meetings,  that  he  ma}’  encourage  his  clerks  and  learn  something  himself. 

Because  the  employer  understands  his  business  is  no  reason  why  he  should  bore 
his  clerks  by  constantly  lecturing  upon  the  subject.  As  he  employs  good  salesmen 
to  sell  the  goods,  so  should  he  employ  good  instructors  to  instruct. 

No  employer  can  have  any  respect  for  himself  while  talking  before  a forced  audi- 
ence, and  nothing  can  be  more  condemned  than  the  tendency  of  some  manufacturers 
to  everlastingly  lecture  their  employes,  not  for  the  employe’s  benefit,  but  for  the  sake 
of  hearing  themselves  talk. 

It  is  suggested  that  there  be  established  a sort  of  clearing  house  for  ideas,  where 
each  man  can  express  his  own  views  and  ask  questions  of  the  others. 

In  connection  with  these  set  lectures  or  schools,  it  is  well  to  present  musical  and 
literary  entertainments,  and  to  inaugurate  sociables. 

It  is  a good  plan  to  start  the  evening  with  business  and  to  end  it  with  a good  time. 

A well-fed,  well-paid,  well-treated  clerk  will  sell  more  goods  and  make  more 
money  than  half  a dozen  dyspeptic,  discontented,  and  indifierent  salesmen. 

The  man  who  buys  human  flesh  only  in  the  market,  and  always  buys  on  the  bargain 
counter  of  necessity,  may  And  that  a little  serious  thought  will  convince  him  that  the 
harm  a poor  and  under-paid  clerk  can  do  is  a hundred  times  greater  than  the  cost  of 
a well-paid  clerk. 

Do  not  be  responsible  for  the  ill  health  of  the  clerks.  Give  them  a full  hour  for 
luncheon.  Make  them  take  it.  Do  not  make  them  work  overtime  without  making 
up  the  time  to  them,  and  see  to  it  that  they  are  well  fed  between  times. 

The  good  horseman  makes  money  out  of  horses  by  keeping  his  horses  in  condition, 
and  commercially  there  may  not  be  a great  difference  between  horse  flesh  and  clerk 
flesh. 

Reluctantly  does  the  writer  say  that  a proportion  of  stores  and  factories  are  less 
sanitary  than  the  average  stable. 

Clean  clerks,  like  clean  cattle,  need  clean  surroundings. 

Well-washed  hands  and  well-done-up  hair  and  clean  finger  nails  are  not  found  be- 
hind the  counters  of  stores  with  farmhouse  toilet  privileges. 

The  pious  Scotch,  who  seem  to  understand  the  harmonies  of  religious-business  or 
ol  business-religion,  have  suggested  that  there  be  five  days  for  labor,  one  day  for 
recreation,  and  one  day  for  God. 


476 


FOWLER’S  PUBLICITY 


Wholesalers  have  already  accepted  a part  of  this  progressive  plan,  and  the  better 
class  of  retailers,  except  in  factory  towns  and  places  of  great  Saturday  trade,  are 
rapidly  recognizing  the  necessity  of  a half  holiday. 

The  worst  form  of  progressive  selfishness  says  that  one  halfday  of  recreation  pays 
three  times  the  loss  of  the  time  by  producing  better  work  during  the  working  days. 

Nearly  every  large  city  store  closes  Saturday  afternoon  during  June,  July,  and 
August,  many  during  September,  and  a goodly  number  during  the  entire  year. 

In  some  cases  this  half  holiday  is  given  by  true  philanthropy,  but  the  majority  of 
half  holidays  come  from  cold-blooded  reasoning  sense  which  recognizes  the  increased 
commercial  value  of  healthy,  willing,  and  satisfied  clerks. 

Selfishness,  prosperity,  progress,  philanthropy,  individually  and  collectively,  have 
constituted  the  Saturday  half  holiday  a part  of  business  economy. 

The  proprietors  of  some  small  country  retail  stores  seem  to  consider  it  necessary 
to  keep  open  half  or  all  of  the  evenings  each  week,  and  this  may  be  unavoidable  in 
towns  of  working  people  who  are  obliged  to  buy  after  working  hours,  but  the  experi- 
ment has  never  been  a failure  when  every  other  evening  in  the  week  has  been  given 
to  the  employe. 

Even  if  it  is  best  to  keep  the  store  open  all  day  and  during  the  evening,  no  store 
finds  it  necessary  to  require  the  presence  of  all  of  the  clerks  all  of  the  time. 

Even  in  extreme  cases,  and  in  markets,  a part  of  the  employes  can  be  given  a part 
of  the  evenings  and  generally  one  afternoon  a week. 

If  the  store  cannot  be  closed  on  Saturday  afternoon  during  the  summer,  or  during 
any  part  of  the  year,  it  will  be  found  profitable  to  arrange  it  so  that  a whole  afternoon 
can  be  given  to  every  employe  as  often  as  once  a week. 

The  enthusiasm  and  satisfaction,  always  the  result  of  good  treatment,  will  more 
than  make  up  for  the  loss  of  time. 

Popularity  is  always  born  of  liberality,  and  the  more  popular  the  business  man  is, 
or  rather  the  more  approved  of  arc  his  methods  of  business,  the  more  business  he 
will  do. 

The  working  people  and  the  clerks  constitute  about  seven  eighths  of  the  retail  buy- 
ers, and  the  aggregate  of  the  money  they  spend  is  more  than  the  total  coming  from 
the  rich  and  retired. 

Purchasers,  unless  one  is  in  a wholesale  business,  are  from  among  the  same  class  of 
people  as  the  employes.  It  pays  to  catcrto  these  people,  and  liberality  in  half  holida3’S 
or  in  other  things  is  known  throughout  the  territory,  and  is  a fine  factor  in  the  crea- 
tion and  in  the  holding  of  business. 

The  satisfied  clerk  is  the  cheapest  commodit}’  one  can  have  ; the  satisfied  clerk  is 
always  a healthy  clerk,  and  the  health}^  clerk  is  never  the  overworked  clerk.  Aii}’- 
thing,  half  holidays  included,  that  will  contribute  towards  good  physical  and  mental 
conditions,  is  directly  in  the  interest  of  the  merchant’s  pocketbook. 

The  principle  of  civil  service  reform  is  as  applicable  to  business  as  it  is  to 
government. 


EMPLOYERS 


477 


More  than  one  half  of  tlic  indolent  salesmen  and  overbearing  saleswomen  might  be 
counter  models  if  properly  educated  by  their  employers,  and  treated  with  the  same 
respect  by  those  above  them  as  they  are  required  to  show  to  the  customers  in  front 
of  them. 

There  are  times  when  the  employer  is  justihed  in  placing  an  outsider  above  his  old 
and  faithful  clerks,  but  this  is  never  a wise  policy  if  it  is  possible  to  promote  some  one 
in  the  business  to  that  position. 

If  an  outsider  is  taken,  and  the  intelligent  employes  know  that  some  of  them  arc  as 
competent,  human  nature  is  arrayed  against  the  intruder;  work  is  made  difficult  for 
him,  and  the  faithful,  hard-working  men  under  him  are  discouraged. 

Discipline  must  be  preserved.  Heads  of  departments  must  be  respected.  C.^iib- 
bling  is  not  justifiable.  Every  employer  should  make  every  employe  feel  that  the 
employer  is  a court  of  equity  where  the  rights  of  the  employed  will  be  judged  aright. 

The  emplo3’er  has  a right  to  respect  his  position,  and  not  to  tolerate  the  usurping 
of  his  power;  but  no  man  is  monarch  of  all  he  surveys  and  ruler  of  all  his  workers, 
and  the  exercise  of  power  onl}’,  irrespective  of  right,  proves  that  the  wielder  is  a fool, 
and  a giant  of  only  transient  strength. 

The  best  of  advertising  needs  the  best  of  business  management  back  of  it. 

The  well-worded  advertisement,  or  the  almost  perfect  invitation  to  call,  is  worth  no 
more  than  jingling  brass  if  the  employer  does  not  back  the  quality  of  his  advertising 
with  the  quality  of  his  emplo^’es. 

In  equity  there  is  strength. 

In  harmon^^  there  is  power. 

There  is  no  equity,  strength,  harmony-,  or  power  in  the  best  of  stores,  the  best  of 
goods,  the  best  of  advertising,  and  the  best  of  salesmen,  without  the  manliness  of  a 
manl}"  man  at  the  head. 


Employes 

“ The  boss  is  known  by  the  men  he  bosses  ” 


APITAL  depends  upon  labor. 

Labor  depends  upon  capital. 

It  is  not  so  much  what  one  can  do;  it  is  what  one  can  make  others 
do. 

The  discussion  of  capital  and  labor  in  their  political  relations  is  a 
vexed  problem  of  human  economy,  and  its  settlement  will  change  the  entire  conduct 
of  civilized  affairs. 

This  book  has  no  right  to  discuss  it,  for  it  must  consider  things  as  they  are,  not  as 
* the  writer  may  want  them  to  be. 

The  hand-worker,  including  all  those  who  are  a part  of  the  human  machine  of 
manufacture,  is  not  directly  connected  with  buying  and  selling,  and  therefore  his 
relation  to  his  employers  need  not  be  considered  in  a work  of  this  character,  which 
had  better  treat  only  of  those  things  pertaining  to  publicity. 

The  intervention  of  the  middleman  in  the  form  of  the  salesman,  the  saleswoman, 
the  clerk,  the  agent,  or  other  store,  office,  or  traveling  employe,  appears  to  be  neces- 
sary to  the  consummation  of  trade. 

The  advertising  brings  people  into  connection  with  the  goods  either  personally  or 
by  correspondence,  and  there  its  mission  ends. 

Salesmanship  begins  where  advertising  leaves  off. 

The  consumer  and  the  retail  buyer  seldom  meet  the  maker,  and  except  in  the 
smaller  places  have  no  personal  acquaintance  with  the  members  of  the  firm. 

The  employe  is  the  representative  of  the  merchant,  and  the  representative  of  the 
o^oods  made  or  sold. 

o 

If  the  advertising  is  good,  the  probability  of  sale  advances  one  step. 

If  the  goods  are  as  represented,  another  step  is  taken. 

If  the  reputation  of  the  firm  is  what  it  should  be,  the  purchaser  advances  another 
step  towards  the  purchasing  point. 

The  controller  of  the  final  step  in  the  consummation  of  trade  is  the  selling  emplo}’e 
or  representative. 

If  goods  would  sell  without  salesmen  there  would  be  no  stores,  for  everything 
would  be  sold  on  the  nickel-in-the-slot  principle,  with,  perhaps,  sample  counters  for 
the  convenience  of  selectors,  with  a hole  in  the  wall  I'or  orders. 

478 


EMPLOYES 


479 

People  ought  to  know  what  they  want,  but  they  do  not. 

The  buyer  knows  he  wants  something,  and  yet  he  expects  somebody  to  pound  the 
realization  of  tliat  want  into  him,  and  it  seems  as  though  he  deadens  his  own  faculties 
to  give  opportunity  to  the  personal  magnetism  of  somebody  to  bring  him  into  doing 
exactly  what  he  knows  he  ought  to  do  in  the  first  place. 

Ask  the  wholesaler  how  many  orders  he  receives  which  do  not  come  from  per- 
sistent drumming. 

Everybody  knows  he  ought  to  carry  life  insurance,  for  investment  or  for  emergency, 
but  how  few  walk  into  the  office  of  a company  and  demand  a policy. 

Bu3’crs  simpl}^  wait  until  somebody  or  something  tells  them  they  need  what  they 
know  they  need. 

Outside  of  the  keeping-alive  necessities,  practically^  all  sales  are  consummated  by 
the  direct  beckonings  of  advertising  and  of  personal  salesmanship  or  contact. 

No  matter  what  the  people  ought  to  do.  It  is  what  they  will  do  that  interests  the 
seller. 

The  selling  employe  is  an  absolute  necessity  in  the  consummation  of  trade  as  trade 
now  is,  and  as  trade  will  be  until  business  crosses  the  millennium  line. 

The  salesman  who  does  not  respect  his  employer  had  better  find  some  other  posi- 
tion for  his  own  sake  and  for  his  employ'er’s  sake. 

The  employe  who  does  not  believe  in  the  goods  he  sells  had  better  sell  some  other 
goods. 

Blufi'may  be  a part  of  business  economy^,  but  everlasting  bluff,  and  nothing  but  blufi', 
never  made  a salesman  successful;  for  truth,  honesty,  and  the  right  kind  of  enthusiasm 
must  be  founded  upon  respect,  and  a conscientious  belief  in  the  man  one  works  for, 
and  in  the  goods  one  sells. 

The  employe  during  business  hours  is  not  the  equal  of  the  employer,  and  he  should 
not  assume  to  be,  no  matter  how  much  he  may  be  the  superior  morally,  intellectually^ 
or  socially  to  the  man  who  by-  accident  or  otherwise  is  placed  over  him.  This  dis- 
tinction should  not  make  the  employe  feel  like  a slave  or  take  away  a particle  of  his 
self-respect. 

As  long  as  a soldier  is  in  the  ranks  he  must  obey  the  word  of  command,  and  his 
criticisms,  just  or  unjust,  must  be  suggestions  only. 

On  the  common  field  of  society^  the  worker  and  the  man  who  works  him  may  con- 
sider themselves  anything  they  choose,  but  in  the  workshop  or  in  the  store  the  man 
at  the  head  is  at  the  head,  and  the  discipline  of  business  requires  a commercial,  if  not 
a moral  respect,  for  the  one  occupying  the  more  commanding  position. 

The  employe  is  a part  of  a business  machine.  It  is  his  duty^  to  stand  by^  the  work 
allotted  to  him,  to  do  that  work  first,  and  to  suggest  afterwards. 

It  is  the  employee’s  business  to  sell  goods  or  to  assist  in  the  selling  or  handling  of 
them,  and  the  one  great  word  which  should  continuously  ring  in  his  ear  is  “policy.” 

Self-respecting  men  play  the  business  game  of  policy^  well,  and  to  them  policy  in 
action  and  respect  to  employ-^er  are  dignified,  sensible,  manlye,  and  right. 


480 


FOWLER’S  PUBLICITY 


The  customer  may  be  unreasonable;  he  may  be  a fool,  and  a silly  one  at  that;  he 
may  be  unrefined;  but  those  conditions  are  his  privilege,  and  if  the  employe  does  not 
like  it,  and  desires  to  resent  it,  he  must  do  so  on  the  outside  and  not  during  business 
hours. 

The  unreasonable  customer  ought  to  be  punished,  but  the  salesman  is  not  the  one 
to  do  the  chastising. 

Let  the  salesman  pity  the  foolish  customer,  and  honor  himself  by  maintaining  his 
equanimity. 

A part  of  a salesman’s  value  is  in  his  politeness  and  in  his  ability  not  to  show  his 
impatience. 

Business  is  not  run  for  recreative  purposes,  and  salesmen  are  not  hired  for  the  bene- 
fit of  their  health.  They  are  engaged  to  sell  goods  and  to  cheerfully  meet  the  condi- 
tions of  selling. 

Salesmanship  does  not  consist  entirel}^  of  talk,  although  the  man  who  can  talk  much 
and  say  little  may  be  a better  salesman  than  the  man  who  can  mean  much  and  talk 
little. 

Talk  counts,  and  smoothness  of  reply  and  polite  conversation  are  often  as  much  of 
a commercial  necessity  as  stately  and  solid  argument. 

Customers  like  to  be  waited  upon,  demand  some  flatter}’,  and  will  have  undivided 
attention. 

As  the  customer  will  not  adapt  himself  to  the  salesman,  the  salesman  must  adapt 
himself  to  the  customer. 

If  the  salesman  adds  to  his  ability  to  sell  a general  education  and  a deep  knowledge 
of  the  goods  he  has  to  sell,  he  is  simply  a better  salesman;  but  he  who  knows  how 
to  sell  may  sell  more  things  he  does  not  understand  than  the  salesman  of  scientific 
knowledg-e  who  does  not  know  how  to  sell. 

The  whole  theory  of  selling  method  is  opposed  to  the  straight  dictation  of  sense, 
because  conditions  are  not  sensible. 

Many  a man  with  a dudish  coat,  and  hair  parted  in  the  middle,  with  manicured 
finger  nails,  patent  leather  boots,  and  a sweet,  soft  voice,  can  sell  more  goods  than  ten 
men  of  brain  and  education. 

The  employe  should  respect  himself  or  his  employer  will  not  respect  him. 

The  employe  should  realize  his  importance  and  demand  full  recognition  of  it,  pro- 
vided he  is  reasonably  sure  of  getting  it,  but  there  is  no  sense  in  asking  for  that  which 
cannot  be  obtained,  and  if  the  employer  is  a miserable  specimen  of  a man,  the  em- 
ploye had  better  get  another  employer. 

The  employe  should  learn  about  the  goods  he  handles.  lie  should  study  them 
broadly.  lie  should  know  what  he  is  talking  about. 

If  the  employe  accepts  ten  dollars  a week  when  he  knows  that  he  is  worth  twenty 
dollars  a week  and  when  he  knows  the  employer  will  not  pay  twenty  dollars  a 
week,  he  should  do  twenty-dollar-a-wcek  work  and  tr}’  to  obtain  a twenty-dollar-a- 
week  position. 


kmployiLs 


481 


Tlic  cmpIo}’e  is  working  for  himself.  lie  eannot  work  for  himself  unless  he  knows 
how  to  work  for  somebody  else,  and  whether  his  work  is  appreeiated  or  not,  it  is  his 
business  to  do  his  business  to  the  full  extent  of  his  business  ability. 

The  employe  should  study  the  advertising  of  the  firm,  that  he  may  be  familiar  not 
only  with  the  goods  but  with  the  way  they  are  advertised. 

Nothing  disgusts  a eustomer  more  than  to  find  the  man  behind  the  counter  unfa- 
miliar with  what  the  firm  is  telling  people  it  has  for  them. 

The  employe  must  realize  that  the  reputation  of  the  firm  is  at  stake,  and  that  to  the 
customer  he  is  the  firm,  and  that  if  he  makes  a mistake  he  injures  the  man  he  works 
for  and  more  deeply  injures  himself. 

No  matter  how  badly  the  employe  is  treated;  no  matter  how  much  he  is  insulted 
and  browbeaten  by  his  employer;  it  is  his  business  to  be  faithful  to  his  employer’s 
interest  even  to  the  extent  of  dishonesty,  or  to  get  out. 

No  honest  man  justifies  ill  treatment  to  employes,  but  so  long  as  the  employer  does 
not  outrage  the  law  the  employe  has  no  redress  except  to  leave,  and  it  is  better  for 
him  to  break  connection  with  a good  record  than  to  leave  under  an  unjust  shadow. 

Justly  or  unjustly,  the  employer  bu3^s  his  emplo}'e  in  the  market,  and  few  men  carry 
the  goodness  of  their  hearts  or  the  teachings  of  their  religion  into  their  business;  and 
because  they  do  not,  they  treat  those  under  them  in  a manner  directly  opposed  to  the 
dictates  of  the  Golden  Rule;  but  no  employe,  downtrodden  though  he  may  be,  has 
ever  made  a decent  man  out  of  his  employer  by  being  indecent  himself,  and  he  has 
never  forced  wages  up  by  doing  poor  work  because  he  is  poorly  paid. 

The  emplo^’e  is  looking  for  the  best  position  possible.  It  is  his  right  to  get  all  he 
can,  honestly  of  course,  and  to  sell  himself  to  the  highest  possible  bidder;  but  he  must 
never  forget  that  on  the  auction  block  of  business,  goods  and  men  sell  often  by  their 
record  as  well  as  by  their  intrinsic  worth. 

He  who  is  earning  more  than  he  gets  is  more  likely  to  get  what  he  is  worth  if  he 
keeps  on  doing  his  best,  than  he  who  gauges  his  activity  and  his  interest  by  the 
amount  of  mone}’'  honestly  or  dishonestly  paid  him. 

All  are  servants,  differing  only  in  degree. 

The  maker  and  the  merchant  are  the  servants  of  the  people,  and  the  employe  is  but 
the  servant  of  his  employer. 


The  Drummer 


“ But  I go  on  forever  ” 

F the  commercial  traveler  was  not  necessary  to  the  travail  of  business, 
the  line  of  his  travel  would  not  traverse  every  hamlet,  town,  village, 
and  cit3\ 

He  is  everywhere. 

The  motion  of  trade  depends  upon  his  locomotion. 

As  long  as  men  must  be  told  to  buy  what  they  ought  to  buy  without  being  told, 
the  drummer  must  be  the  teller  of  business. 

The  traveling  man  who  is  not  representative  of  his  business  has  no  business  to 
represent  his  business. 

In  the  quality  of  the  traveler  is  the  quantity  of  the  trade. 

Why  respectable  houses  will  send  disrespectful  men  into  the  highways  and  byways 
of  trade  to  attempt  to  represent  a quality  of  merchandise  far  above  the  quality  of  the 
representative  is  one  of  the  inexplicable  problems  of  business. 

The  best  houses  employ  the  best  travelers. 

The  well-paid  traveling  man  is  generally  the  most  profitable  one. 

The  traveling  man  is  a personal  advertisement  of  the  house  he  travels  for  and  of 
the  goods  he  sells. 

In  every  sense  he  is  representative  of  the  business. 

He  has  to  take  the  goods  and  make  the  people  think  they  ought  to  buy  them;  and 
further,  he  must  make  them  buy  them. 

He  needs  all  the  assistance  that  ability,  adaptability,  support,  and  advertising  can 
give  him. 

If  advertising  makes  his  road  easier,  it  will  make  him  sell  more  goods,  and  if  it  will 
make  him  sell  more  goods,  the  advertising  is  worth  its  price  if  only  as  an  accessory 
before  the  sale. 

Every  seller  is  more  willing  to  stock  with  goods  that  arc  advertised  than  with  goods 
that  are  not  advertised,  because  goods  that  are  not  advertised  arc  goods  ot  unknown 
quality,  and  if  their  quality  is  unknown  they  might  almost  as  well  have  no  quality. 

Until  the  time  arrives  that  a necessity  or  luxury  can  be  introduced  without  adver- 
tising, it  is  only  the  foolish  manufacturer  who  refuses  to  publicly  announce  his  product. 

Known  goods  sell. 

Unknown  goods  do  not. 

4S2 


TIIK  DRUMMER 


'Fhe  commercial  traveler,  backed  with  advertisin'^,  has  an  argument  which  the 
buyer  cannot  gainsa}’. 

It'  the  goods  are  advertised,  the  buyer  knows  the  people  know  about  them;  and  he 
knows  that  if  the  people  know  about  them,  the  people  will  buy  them  ; and  it  the 
peojde  will  buy  them,  he  must  bu}'  them  if  he  would  do  business. 

'rhese  are  simple,  homely  arguments,  but  the  strength  of  all  argument  is  in  its  sim- 
plieit}';  and  the  drummer  who  has  something  to  drum  with  plays  the  game  of  busi- 
ness successfully. 

The  hrst  objection  of  the  buyer  to  purchasing  the  goods  the  drummer  has  for  sale 
is  that  he  does  not  think  the  people  want  the  goods  because  the  people  do  not  know 
about  them;  and  if  the  drummer  can  prove  that  the  goods  are  extensively  advertised, 
the  buyer  has  got  to  argue  against  buying  them,  with  the  best  part  of  his  argument 
lost,  and  the  drummer  stands  with  nine  points  in  his  favor. 

The  commercial  traveler  should  carry  samples  of  his  goods,  and  samples  of  the 
advertising.  He  should  place  them  side  by  side  before  the  buyer,  and  say,  “This  is. 
what  I have  to  sell,  and  this  is  why  it  will  sell.” 

If  the  manufacturer  or  wholesaler  has  not  confidence  enough  in  his  goods  to  tell 
the  people  what  he  has  for  sale,  why  should  he  expect  the  retailer  to  assume  an  un- 
known risk,  and  why  should  he  demand  that  the  retailer,  at  the  retailer’s  expense,  do 
all  the  telling,  when  it  is  a part  of  his  business  to  tell  the  story  first  to  the  public? 

Let  the  drummer  tell  the  bu3'er  that  the  goods  are  advertised,  and  let  him  prove  it 
before  the  buyers  face  by  copies  of  the  advertisements  and  periodicals  containing 
them. 

The  drummer  should  not  ask  the  bu^^er  to  take  anything  for  granted.  He  should 
prove  his  statements  when  he  makes  them. 

The  successful  maker  or  wholesaler  has  the  goods  to  sell,  and  helps  to  make  the 
selling  field.  The  unsuccessful  maker  or  wholesaler  has  the  goods  for  sale,  but  does 
nothing  towards  creating  a field  for  their  sale. 

The  wholesaler  who,  b}'  an  exception  to  trade  principles,  succeeds  without  soiiie 
form  of  publicit}’,  would  succeed  better  if  he  followed  the  principle  of  proven  success. 

Goods  have  been  sold  without  advertising. 

Leak}^  ships  have  crossed  the  ocean. 

Men  have  kept  books  on  barrel  tops. 

But  no  progressive,  sensible  business  man  stands  by  the  rule  of  the  exception  when 
the  law  of  averages  is  safer  and  more  profitable  to  follow. 

The  fact  that  nearl}"  eveiy  successful  article  sold  to  the  trade  by  drummers  is  sold 
b^'  the  assistance  of  advertising  proves  that  drumming,  backed  b}’^  advertising,  is  bet- 
ter than  unassisted  solicitation. 

It  is  simply  a question  of  business  economy. 

If  unassisted  but  numerous  drummers  can  sell  more  goods  than  a less  number  of 
assisted  drummers,  then  it  may  be  well  to  spend  the  money  for  more  travelers  and  for 
less  advertising;  but  experience  has  proven  that  the  right  number  of  drummers,  and 


484 


FOWLER’S  PUBLICITY 


the  right  amount  of  advertising,  produce  the  most  economical  and  the  most  harmo- 
nious conditions  for  profitable  selling  on  the  road. 

The  drummer  of  advertised  goods  enters  the  buyer's  store,  not  as  a stranger,  but  as 
the  representative  of  a known  article.  The  drummer  of  unadvertised  goods  has  twice 
the  work  to  do,  and  generally  it  is  cheaper  to  do  a part  of  this  work  by  the  spread  of 
printer’s  ink  than  to  force  the  drummer  to  do  the  work  which  he  has  no  business  to 
do. 

Which  is  the  cheaper? 

To  sell  by  drumming  alone? 

To  sell  by  assisted  drumming? 

The  answer  of  international  profit  for  a quarter  of  a progressive  century  says  that 
advertised  goods  sell,  and  unadvertised  goods  have  little  market. 

The  experience  of  the  many  cannot  be  ignored,  and  as  long  as  the  successful  in- 
troduction of  nearly  every  line  of  goods  has  been  accomplished  with  advertising,  it  is 
only  the  foolish  maker  or  wholesaler  who  will  attempt  tb  limit  his  advertising  to  the 
vocal  capacity  of  his  traveling  man. 

New  goods  must  be  advertised. 

Old  goods  of  standard  and  regular  sale  should  be  advertised,  for  if  a thing  is  selling 
well,  it  should  be  made  to  sell  better. 

Business  satisfaction  does  not  come  from  doing  well;  it  comes  from  always  striving 
to  do  better,  and  from  assuming  that  there  is  no  business  which  cannot  be  increased. 

The  success  of  advertising  as  a legitimate  business  developer  makes  it  obligatory 
upon  the  merchant  to  back  his  advertising  with  drummers,  and  his  drummers  with 
advertising. 


Simplicity 

Nonsense  is  complicated — truth  is  simple  ” 


eenca 


Plate  No.  i. — This  type  has  its  use,  but  never 
should  appear  in  a display  line  where  such  letters 
as  E,  A,  andT  come  together.  Set  in  Satanick. 


1 IMPLICIT Y is  art. 

Simplicity  is  appreciated  by  everybody  — by  the  ignorant  because 
they  can  understand  it;  b}'  the  intelligent  because  they  can  both  ap- 
preciate it  and  understand  it. 

All  the  living  literature  of  every  age  was  built  by  words  of  sim- 
plicity and  exalted  itself  by  its  humility. 

The  fool  writes  a conglomeration  of  words,  for  any  one  can  join  words  together, 

picking  the  big  ones  out  of  the  big  dictionary.  It 

is  easy  for  the  man  who  knows  nothing  to  write 
what  he  cannot  understand,  and  what  nobody  else 
can  understand. 

The  purity  of  simplicity  always  wins. 

The  plain,  simple  advertisement  cannot  be  mis- 
understood. 

The  elaborately  written  advertisement  may  not  be  comprehensible  to  a part  of  the 
people. 

Long  words  have  no  place  in  the  economy  of  advertising. 

Words  of  hidden  meaning,  or  of  double  meaning,  or  without  apparent  meaning, 
may  do  for  the  reading  matter  of  shoddy  magazines,  but  never  should  be  allowed  to 
appear  in  advertising. 

Because  the  advertisement  writer  understands  big  words,  or  has  educated  his 
clerks  to  know  what  he  means,  is  not  an  excuse  for  the  use  of  them  in  advertising. 

The  use  of  peculiar  words,  words  hard  to 
pronounce,  or  words  not  commonly  under- 
sto'od,  makes  a part  of  the  advertising  worth- 
less to  the  advertiser. 

The  best  advertisino^  is  intellimble  to  the 
ordinar}^  mind,  and  is  instantaneously  absorbed 
.and  understood  by  the  reader. 

The  strength  and  point  of  simplicity  instantly 
enter  the  buying  brain.  Occasionally  one  sees  in  the  magazines  or  newspapers  lines 
like,  “ The  soap  that  clears  but  not  excoriates.”  Probably  the  advertiser  intended 

4*5 


A katalog 

Plate  No.  2. — A foolish  way  of  advertising.  Misspelled 
words  should  be  avoided  by  other  than  very  sensational  ad- 
vertisers, unless  the  misspelling  has  some  real  meaning,  for 
instance,  “shoe-a-log”  is  justifiable  for  a catalogue  of  shoes. 
Set  in  Gothic  No.  6. 


486 


FOWLER’S  PUBLICITY 


to  convey  the  idea  that  his  soap  was  intended  for  cleansing  purposes,  and  that  it 
would  not  injure  anything  in  removing  the  dirt.  How  much  better  the  common 
expression,  “ The  soap  that  cleans  but  does  not  injure.” 


little 

joe 

smithes 

store 


Plate  No.  3. — The  practice  of 
beginning  a proper  name  or  a sen- 
tence with  lower  case  is  seldom  if 
ever  justifiable.  Set  in  Ronaldson 
Title  Slope. 


Ever3’body  knows  what  this  last  sentence  means.  The  reader 
who  understands  the  definition  of  the  word  ‘‘  excoriates  ” 
knows  that  the  word  injure  ” implies  the  same  idea,  but  he 
who  knows  what  “ injure  ” means  may  not  know  the  defini- 
tion of  “ excoriates.” 

It  is  simply  a question  of  saying  something  everybod}’  un- 
derstands or  saying  something  that  onl}'  a part  understands. 

The  use  of  any  peculiar  and  not  always  understood  word 
in  advertising  shows  that  the  advertiser  is  an  ignoramus,  or 
else  possesses  nothing  but  an  education. 

Believers  in  long  and  not  always  understood  words  are 
but  imitators  of  the  ignorant  negroes  of  the  South,  who  play 
with  words  they  do  not  understand  as  children  play  with  scien- 
tific toys.  The  advertisement  that  is  read  is  the  one  that  is  easy  to  read.  The 

working  advertisement  is  the  one  that  

nobody  is  obliged  to  work  over  to  un- 
derstand. If  the  painters  of  canvas, 
the  chiselers  of  statues,  and  the  writers 
of  literature  of  eternal  fame,  found  it 
necessary  to  sharpen  their  tools  on  the 
stone  of  common  sense,  and  to  work 
in  the  shop  of  simplicity,  how  much 
more  necessary  is  it  for  the  framers  of  advertising  to  build  the  house  of  profit  with 
rafters  and  posts  and  foundation  stones  from  the  3'ard  of  public  intelligence. 

Folks  soon  forget  the  writer  or  builder  of  the  elaborate,  but  they  never  lose  the 
memory  of  those  who  created  original  simplicit}^ 

The  educated  world  will  never  forget  Tenn^-son,  or  Milton,  or  Chaucer;  the  intel- 

the  rest 


Plate  No.  4. — Such  expressions  as  this,  and  “ Bicyclery,”  “ Print- 
ery,”  etc.,  should  always  be  avoided,  as  they  are  outrages  upon  sim- 
plicity. Set  in  Rustic,  a style  of  type  not  adapted  to  advertising,  but 
better  for  job  work. 


The  Swim  and 
The  Swirl 

Plate  No.  5. — Reproduction  of  a display  line  in  a clothing  advertisement.  Expressions 
like  this,  even  if  they  do  possess  meaning,  have  little  advertising  value.  Set  in  DeV^inne. 

they  have  not  brains  enough  to  handle  simplicity, 
the  writer,  nor  is  it  for  the  writer’s  friends. 


ligent  world  and 
of  the  world  will  forever 
remember  the  simplicit}'  of 
Lincoln,  De  Foe,  Bunyan, 
and  Whittier. 

The  reason  that  so  many 
writers  and  painters  and  ad- 
vertisement constructors  use 
elaborate  words  and  com- 
plicated methods  is  that 
The  advertisement  is  not  for 


SIMPLICITY 


487 


Faultless 


It  is  for  tlie  reader,  and  the  reader  is  a stran<^er  who  does  not  know  and  does 
not  care  anything-  about  tlie  writer.  The  buyer  demands  that  the  advertisement  be 
arranged  for  Ins  easy  compre- 
hension; he  positively  refuses 
to  carry  tlie  advertisement  into 
the  stud}'  and  there  translate  it 
with  dictionary,  encyclopedia, 
or  lexicon. 

It  is  hill  d to  write  simple  plate  No.  6. — Nothing  verv  original  about  it,  but  there  is  no  mistaking  its  mean- 
English  because  simplicity  is  ‘"S-  Set  in  Jenson  old  style.'  9 Point  contour  Border  No.  280. 

SO  little  practiced  that  few  are  in  training  for  producing  it.  Simplicity,  because  of 
its  novelty,  shines  with  the  light  of  originality;  and,  like  honesty,  has  not  yet  been 
practiced  enough  to  be  overdone. 

If  one  cannot  write  simply,  let  him  hire  some  one  who  can. 

The  great  trouble  with  professional  advertisement  writers,  as  well  as  with  writers 
of  literature,  is  that  they  do  not  steer  near  to  nature’s  heart,  and  refuse  to  sail  on  the 

open  and  natural  ocean. 

The  reason  that  so  few  speakers  can 
properly  address  the  young  is  because 
there  is  only  a baker’s  dozen  who  have 
learned  simplicity  well  enough  to  prac- 
tice it. 

The  advertisement  should  reach  the 
spinal  marrow  before  it  reaches  the  purely  intellectual  brain  matter.  All  buyers 
have  spinal  marrow,  and  some  buyers  do  not  have  brains. 

The  simple  advertisement  courses  up  and  down  the  spinal  marrow,  reaches  the 
entire  buying  system,  and  enters  the  brain,  if  there  is  a brain,  — but  it  reaches  the 
buyer  anyway. 

The  man  without  intellect  cannot  understand  the  intellectual  advertisement,  and 
the  man  with  marked  intelligence  does  not  care  to  waste  the  better  part  of  his  brains 
in  attempting  to  appre- 
ciate commercial  liter- 
ature. 

Use  the  shortest 
words,  the  simplest 
words,  and  so  arrange 
them  that  no  man,  even 
though  he  be  a fool,  can 
misunderstand  them. 

Let  the  advertiser  think  about  what  he  would  say,  then  write  it  as  he  would  a 
letter  to  a boy  or  girl;  and  then  revise  it,  and  revise  it  again,  until  he  has  brought 
it  down  to  the  simplicity  of  the  alphabet. 


Plate  No.  7. — A somewhat  used  and  homely  expression,  but  a 
good  one.  Set  in  Johnson  Old  Style.  Single  rule  border. 


Plate  No.  8. — A simple  heading  which  can  be  adapted  to  almost  any  line  of  trade.  Set  in 
De  Vinne  Open.  12  Point  Newspaper  Border  No.  74. 


Novelties 


“ There  must  be  something  back  of  novelty  ” 


HE  advertising  novelty  is  not  ordinary  printed  matter,  nor  is  it  the 
regular  catalogue  or  pamphlet  of  business. 

The  advertising  novelty  is  generally  something  to  be  given  away, 
and  upon  it  appears  advertising  matter  with  the  firm  name,  or  the  firm 
name  without  the  advertising  matter. 

Unique  commercial  printing  may  be  classified  as  an  advertising  novelty,  but  ordi- 
nary printed  matter,  except  lithography,  cannot  be  considered  under  this  head. 

Chromos  and  lithographs,  lithographic  picture  frames,  flat  reproductions  of  play- 
houses, and  other  novelties  in  color,  are  considered  under  “ Lithography,”  and  are 
not  here  discussed. 

Calendars,  although  novelties,  are  classified  by  themselves,  and  indoor  and  out- 
door signs,  even  of  the  most  novel  appearance,  are  spoken  of  in  departments  of  their 
own. 

The  province  of  the  advertising  novelty  is  to  present  to  the  customer,  or  one  who 
may  become  a customer,  something  of  tangible  and  more  or  less  permanent  value. 

The  advertising  novelty  is  given  away,  and  it  must  be  worth  giving  away. 

The  receiver  of  something  paid  for  may  be  willing  to  charge  its  inferior  quality  to 
profit  and  loss,  but  no  one  will  tolerate  a present  unworthy  of  acceptance. 

A poor  gift  is  worse  than  no  gift  at  all. 

The  object  of  an  advertising  novelty  is  either  to  advertise  the  goods  or  to  gain  the 
good-will  of  the  receiver,  and  the  inferior  or  useless  article  must  defeat  its  intended 
purpose. 

Half  the  advertising  novelties  are  worthless,  and  a part  of  the  balance  are  worth 
but  little. 

Never  distribute  an  advertising  novelty  promiscuously. 

Carefully  wrap  these  articles,  for  the  wrapping  costs  but  little,  and  shows  that  the 
sender  considers  the  article  worth  receiving.  Whenever  possible  send  it  out  in  a neat 
box,  and  do  not  cover  the  box  with  advertising. 

Do  up  the  advertising  novelty  the  same  as  a sold  article  would  be  wrapped,  and  it 
anything,  with  more  care. 

Never  have  too  much  advertising  on  the  novelty.  More  than  a reasonable  amount 
of  advertising  appears  to  destroy  the  article,  and  will  prevent  its  preservation. 


NOVELTIES 


489 


It  is  better  to  have  a lew  words  read  lor  a year  tlian  many  words  read  lor  a day. 

Probably  tlie  best  way  of  distributing  advertising  novelties  is  to  advertise  exten- 
sively in  the  newspapers  and  other  publications,  announcing  that  they  can  be  had  if 
called  for,  or  that  they  will  be  sent  by  mail  if  suHicicnt  stamps  to  prepay  postage  arc 
enclosed,  and  it  may  be  a good  plan  not  to  require  the  sending  of  stamps. 

Articles  of  glassware  in  the  form  of  paper  weights,  tumblers,  and  other  articles  of 
use  or  ornament,  have  an  intrinsic  value,  and  they  are  to  be  recommended  as  very 
desirable  to  the  better  class  of  advertisers. 

It  should  be  remembered  that  glass  is  heavy  and  easily  broken,  and  that  the  cost 
of  packing  and  mailing  is  high. 

Inkstands,  if  of  proper  size,  are  likely  to  be  preserved,  and  the  advertiser’s  name  is 
kept  indefinitely  before  the  user. 

Metallic  paper  weights  make  good  advertising  novelties,  and  are  inexpensive 
unless  sent  by  mail. 

Wooden  rulers  were  one  of  the  first  advertising  novelties,  and  age  does  not  seem 
to  have  injured  their  value. 

Never  send  out  a cheap  rule,  for  the  good  of  a measure  of  any  kind  depends  upon 
the  way  it  is  made,  and  the  cheap  one  will  be  thrown  away. 

Wooden  articles  are  not  costly,  and  as  they  are  not  likely  to  be  heavy,  it  is  sug- 
gested that  a preference  be  given  to  this  material. 

Pincushions,  desk  and  wall  match  boxes,  stamp  boxes,  ash  receivers,  and  any 
article  of  business  or  household  use,  ornamental  or  otherwise,  present  a good  oppor- 
tunity for  advertising. 

The  advertising  penholder  and  pencil  are  to  be  recommended.  But  if  a pencil, 
must  be  of  good  quality,  for  every  time  the  lead  breaks  the  receiver  thinks  ill  of  the 
sender. 

Leather-covered  articles  are  of  high  grade,  and  there  is  a certainty  that  they  will 
be  preserved.  The  well-made  leather-covered  memorandum  book  is  always  in  de- 
mand and  will  not  be  thrown  away  until  completely  used  up. 

The  patented  memorandum  cover,  admitting  of  new  leaves  without  new  covers,  is 
an  excellent  advertising  device.  It  is  inexpensive  because  only  the  inside  has  to  be 
renewed,  and  it  opens  up  correspondence  between  the  giver  and  those  who  desire 
new  pages. 

Conventional  as  the  memorandum  book  may  be,  it  occupies  a place  of  its  own  and 
is  perhaps  one  of  the  best  of  advertising  novelties,  and  the  one  to  be  selected  when  in 
doubt.  The  memorandum  book  must  be  of  good  quality,  and  the  advertising  should 
not  be  allowed  to  interfere  with  its  eftectiveness.  The  advertising  may  be  confined 
to  the  covers  and  to  a few  additional  pages. 

Small  pocket  diaries  do  not  cost  much,  and  may  advertise  the  giver  for  a year. 

Leather  frames  for  calendars  are  high-toned  and  dignified  novelties. 

Memorandum  pads  are  always  acceptable  if  they  do  not  contain  too  much  adver- 
tising. 


490 


FOWLER’S  PUBLICITY 


Blotting  paper  may  be  considered  one  of  the  standard  advertising  novelties.  Nearly 
every  insurance  company,  and  many  general  advertisers,  send  out  small  and  large 
sheets  of  blotting  paper,  and  it  is  probable  that  very  few  of  them  go  astray. 

Never  print  on  more  than  one  side  of  blotting  paper,  and  always  use  good  quality 
of  stock.  Do  not  print  from  fine  type,  and  have  the  statements  so  brief,  strong,  and 
boldy  set,  that  they  can  be  read  when  a part  of  the  type  matter  is  blotted  out. 

Celluloid  looks  about  as  well  as  ivory,  and  it  is  inexpensive.  Celluloid  paper  knives, 
penholders,  calendars,  rules,  envelope  openers,  and  boxes  have  a rich  appearance, 
and  ofier  a good  opportunity  for  dignified  advertising. 

Advertising  dominoes,  checkers,  and  poker  chips  are  likely  to  be  preserved,  but 
care  must  be  taken  to  have  them  of  uniform  size,  for  otherwise  they  will  be  worth- 
less. 

Advertising  clocks  and  thermometers  are  expensive,  but  their  advertising  value  is 
permanent.  The  fact  that  many  of  the  most  conservative  of  progressive  advertisers 
distribute  large  quantities  of  thermometers  seems  to  indicate  that  this  method  of 
advertising  has  a definite,  intrinsic  value  of  the  most  permanent  character.  The 
wording  must  be  neat  and  extremely  brief,, but  bold  enough  to  be  seen  at  a distance. 
There  shovdd  not  be  any  resemblance  to  a billboard. 

Wood  pulp  can  be  used  in  the  construction  of  advertising  novelties,  and  the  adver- 
tising can  be  pressed  in  when  the  article  is  made. 

Tin,  brass,  and  other  metals  are  naturally  adapted  to  advertising  purposes,  because 
they  can  be  made  into  almost  any  shape,  and  are  durable,  light,  and  inexpensive. 

Tin  or  brass  ash  tra3^s,  desk  thermometers,  stamp  boxes,  broom  holders,  match 
safes,  rules,  paper  cutters,  and  other  articles  of  office  and  home  use  are  especially 
desirable,  and  advertise  the  advertiser  well  if  there  is  not  too  much  advertising  upon 
them.  If  there  is  too  much  advertising  upon  them  they  will  be  thrown  away,  no  mat- 
ter how  useful  they  ma^"  be. 

The  advertising  novelty  must  be  extremely  beautiful,  or  very  useful,  or  both. 

The  novelty'  of  use  will  be  kept  longer  than  the  novelty  of  looks. 

The  novelty  of  both  looks  and  use  will  be  kept  the  longest. 

Originality  is  not  essential  in  advertising  novelties. 

The  conventional  useful  is  far  better  than  useless  beauty  or  originality. 

That  which  is  given  awa}'  must  be  what  the  people  want;  and  if  it  can  take  the 
place  of  some  purchased  article  it  has  the  strongest  advertising  value. 

The  ornamental  is  to  be  encouraged,  but  not  at  the  sacrifice  of  the  useful. 

The  advertising  novelty'  must  not  contain  more  than  the  smallest  amount  of  adver- 
tising, and  not  enough  to  injure  its  looks  or  to  spoil  its  usefulness. 

Better  have  a hundred  novelties  with  little  advertising  upon  them,  well  kept  and 
appreciated,  than  to  have  a thousand  novelties  thrown  away. 

The  advertising  novelty  must  not  have  a cheap  appearance.  It  must  look  valuable 
and  be  valuable. 

Care  must  be  taken  that  matter  printed  upon  the  novelty'  will  not  rub  otl.  It  is 


NOVELTIES 


491 

hotter  to  test  all  lornis  of  ]')rintcd  lettering  by  washing  and  other  methods  before 
plaeing  the  order. 

good  proportion  of  the  printing  done  on  celluloid,  tin,  and  other  hard  substances 
can  be  washed  olVor  wears  otV  easily. 

Printed  matter  sliould  always  accompany  the  advertising  novelty. 

If  the  novelty  has  sufficient  value  to  gain  the  appreciation  of  the  receiver,  he  is 
likeh’  to  do  the  sender  the  courtesy  of  at  least  glancing  over  any  circular  or  pamphlet 
sent  with  the  novelty. 

The  method  of  distribution  should  be  decided  upon,  and  the  expense  calculated 
before  the  order  is  placed. 

It  is  often  easy  to  so  lighten  the  article  that  a heavy  mailing  expense  can  be  much 
reduced. 

Novelties  may  be  manufactured  to  the  advertiser's  order,  and  this  way  is  preferable 
if  a considerable  quantity  is  wanted;  or  he  may  be  able  to  find  really  good  articles 
in  regular  stock  which  only  require  the  insertion  or  printing  of  advertising  matter. 

Lithographers,  engravers,  box  makers,  wood  workers,  printers,  pin  makers,  and 
workers  in  tin  and  brass,  as  well  as  regular  novelty  manufacturers,  can  either  supply 
from  stock  or  make  to  order  efiective  advertising  novelties. 

The  best  advertising  novelty  is  the  one  that  supplies  some  definite  want  and  has  a 
real  use,  and  is  not  so  covered  with  advertising  as  to  be  objectionable  to  the  receiver. 

Advertising  novelties  should  always  be  sent  wrapped,  addressed,  and  prepaid. 
They  should  be  carefully  packed  in  the  neatest  of  boxes  or  wrappers,  and  every  pre- 
caution taken  against  possible  damage  in  transportation. 

The  first  impression  should  be  a good  one,  as  an}"  marring,  jamming,  or  other 
injury  lessens  their  value  one  half. 

Poorly  made  advertising  novelties  are  worse  than  none  at  all,  because  they  are 
worthless  and  cost  something. 

It  never  pays  to  give  the  public  anything  disappointing,  apparently  cheap,  and 
poorly  constructed. 


openings 

Styles  and  seasons.  Where  do  they  come  from,  and  where  do  they  go  to 


OME  trades  open  once  a year.  Some  trades  open  twice  a year.  Some 
trades  open  three,  four,  or  more  times  a year.  Most  trades  have  three 
principal  selling  seasons:  The  holiday  trade,  largely  confined  to  the 
selling  of  luxuries,  ornamental  necessities,  and  the  better  class  of  reg- 
ulars; Springtime  trade,  comprising  those  days  of  excellent  business 
and  following  the  post-Christmas  depression;  Fall  trade,  a season  stimulated  b}* 
Summer  slumbering  and  the  coming  of  the  colder  season,  when  folks  must  have 
necessary  clothing. 

The  Fall  trade  is  likely  to  be  the  best  and  the  most  brisk,  both  in  volume  and  in 
continuation.  It  follows  the  dullest  season  of  the  year  and  precedes  the  days  of  cold 
necessity.  It  is  agriculturally  and  commercially  the  busiest  time  of  the  year. 

Everything  comes  from  the  earth,  and  all  trade,  even  in  great  commercial  centers, 
is  largely  controlled  by  the  workers  of  the  soil. 

The  farmer,  although  he  may  individually  have  little  money,  must  be  the  funda- 
mental basis  of  finance,  for  without  him  there  would  be  sterility  in  the  market,  in  the 
store,  in  the  bank,  and  on  ’Change. 

In  the  Autumn  the  farmer  sells  his  crop,  and  gets  his  money.  Ilis  crop  is  then 
changing  hands,  being  consumed  and  acting  as  a circulator  of  money. 

It  is  acknowledged  that  agricultural  prosperity  means  general  prosperity,  and  that 
agricultural  depression  accompanies  universal  dull  times. 

The  Fall  is  the  season  of  natural  selling.  The  merchant  is  through  with  his  Sum- 
mer vacation,  and  is  physically  and  mentally  prepared  for  business. 

The  inside  and  the  outside  of  the  clerk  have  been  renovated.  The  schools  are  open. 

The  wife  is  preparing  to  do  what  must  be  done  and  what  she  has  put  ofi  doing. 

Business  has  been  at  a standstill,  and  because  it  has  been  dull  everybody  expects 
Fall  trade  to  be  good. 

People  think  they  want  to  buy  because  they  have  not  been  buying  and  because 
necessity  forces  them  to  buy. 

The  Fall  presents  the  opportunity  of  the  year  to  the  advertiser  ot  every  com- 
modity. 

Probably  as  many  goods  arc  bought  in  September,  October,  November,  and  Decem- 
ber, as  are  purchased  in  any  six  months  ot  the  year. 


•402 


OPENINGS 


493 


The  advertiser  who  is  ready  with  liis  ”oods,  and  has  been  ready  witli  his  advertis- 
ing, must  reeei\'e  the  bulk  of  this  business. 

Tlie  advertiser  who  has  advertised  during  July  and  August  will  find  that  his  Sum- 
mer advertising  has  doubled  the  pulling  power  of  his  Fall  advertising. 

The  advertiser  who  antieipates  dull  times  and  cuts  his  Autumnal  advertising  may 
be  committing  business  suicide. 

The  Spring  presents  a season  of  activity,  not  far  behind  that  of  the  Fall,  but  more 
confined  to  novelties  in  the  way  of  hats,  bonnets,  and  dresses,  and  to  lines  of  house- 
keeping goods. 

The  good  merchant  does  not  confine  his  advertising  to  any  season.  He  advertises 
all  the  time,  and  more  extensively  during  good  times,  but  some  of  the  shrewdest  men 
increase  the  volume  of  their  advertising  during  the  dullest  times. 

The  January  thaw  in  business  activity  gives  the  Spring  season  an  impetus  due  to 
what  it  is  and  to  what  came  before  it. 

People  are  moving  during  the  Spring  and  are  obliged  to  have  certain  articles,  and 
can  readily  be  made  to  realize  the  necessity  of  possessing  others. 

People  are  feeling  well,  for  nature  is  growing  at  its  best,  and  there  is  a sense  of 
freshness  and  buoyancy  pervading  the  atmosphere. 

Spring  advertising  must  be  breezy,  and  bright,  and  as  fresh  as  nature. 

Folks  are  busy  house-cleaning,  and  moving,  and  getting  read3Hbr  the  Summer,  but 
they  are  in  a pleasant  and  receptive  mood  and  can  be  easily  brought  under  the  in- 
fluence of  advertising. 

It  would  seem  that  the  Spring  is  a better  time  for  bargains  than  the  Fall,  because 
bargains  are  not  absolutely  necessary  during  the  best  selling  season  of  the  year. 

The  advertiser  makes  a mistake  by  waiting  until  April  or  Ma^^  for  the  opening  of 
his  Spring  advertising. 

January  is  generall}^  a dull  month,  and  so  may  be  February',  but  February  is  next 
to  a good  trade  month,  and  first-class  January  and  February  advertising  will  assist  the 
advertising  of  March,  April,  and  May. 

The  fact  that  so  few  merchants  advertise  extensively^  during  January^  and  February 
may  furnish  sufficient  reason  for  extensive  advertising  during  that  time. 

Opening  advertising  need  not  necessarily  be  confined  to  seasonable  lines,  and  there 
can  be  as  many'  openings  as  there  is  time  to  attend  to  them. 

The  object  of  advertising  is  to  get  people  into  the  store,  and  any  honorable  method, 
advertising  or  any’thing  else,  is  justifiable  and  honorable. 

Holiday  advertising  is  presented  in  a department  by  itself. 

The  only  difi'erence  between  opening  advertising  and  regular  advertising  is  that  the 
opening  announcements  should  be  brighter,  fresher,  newer,  and  more  breezy;  but  as 
all  advertising  should  possess  these  qualifications,  it  is  obvious  that  all  advertising 
should  be  opening  advertising,  and  that  all  stores  should  constantly  present  openings. 

He  must  be  a poor  business  man  indeed  whose  goods  grow  stale  and  who  can  think 
of  no  fresh  way  of  presenting  their  value. 


Bargain  Counters 

“You  see  them  everywhere” 


HERE  may  have  been  stores  without  bargain  counters,  but  the  writer 
never  saw  one,  and  does  not  know  of  an}^  one  who  did,  and  therefore 
he  may  assume  that  bargain  counters  are  everywhere,  or  that  bargains 
are  displayed  upon  regular  counters. 

The  bargain  counter,  however  unnecessary  it  may  be  theoreticall}', 
has  grown  to  be  a feature  of  store  life;  and  as  long  as  all  people  expect  it,  and  most 
people  demand  it,  there  must  be  a bargain  counter  a part  of  the  time  if  not  all  of  the 
time. 

It  is  an  open  question  whether  or  not  it  is  better  to  display  the  bargains  upon  bar- 
gain counters,  or  to  distribute  them  among  the  regular  stock. 

There  are  advantages  to  both  methods. 

The  principal  reason  for  displaying  bargains  upon  bargain  counters  is  that  by  so 
doing  they  stand  upon  their  own  merits,  unhandicapped  by  similar  goods  of  better 
quality. 

The  disadvantage  of  limiting  the  display  of  bargains  to  the  bargain  counters  may 
be  that  by  so  doing  attention  is  taken  from  the  regular  counters  and  centered  upon 
the  bargain  counters  to  the  detriment  of  regular  trade;  but  this  objection  can  be  par- 
tially obviated  by  placing  the  bargain  counters  in  the  rear  of  the  store,  necessitating 
passing  by  all  or  part  of  the  departments  where  the  other  goods  can  be  displayed  in  a 
manner  to  arrest  attention. 

The  advantage  of  the  bargain  as  a method  of  advertising  or  to  dispose  of  not  easily 
salable  stock  is  discussed  in  the  department  headed  “■  Bargain  Advertisements.” 

The  public  assumes,  and  perhaps  rightly,  that  the  bargain  counter  exhibits  goods 
not  very  salable,  as  the  chances  are  that  if  there  was  much  demand  for  the  goods 
they  would  not  be  listed  as  bargains. 

It  is  decidedly  necessary  that  the  bargains  be  displayed  with  the  nicest  care  and 
with  every  attention  to  their  arrangement. 

If  two  bargains  are  presented  upon  the  same  counter,  and  are  of  similar  goods,  with 
one  better  than  the  other,  they  should  be  placed  as  far  as  possible  Irom  each  other, 
for  the  poor  article  looks  poorer  alongside  of  a better  one,  — always  provided  that  this 
contrast  is  not  designed  to  sell  one  and  not  the  other,  one  being  used  as  a sortol  back- 
ground. 


494 


BARGyMN  COUN^FERS 


495 


Tlicrc  is  no  sense  in  throwin<>^  the  bargains  together  in  a pile,  or  clumping  them  into 
plaee.  If  regular  goods  must  be  displayed  in  business  order  it  is  even  more  ach  isable 
that  bargains  be  presented  in  the  best  possible  light.  The  paste  diamond,  or  the  dia- 
mond with  the  Haw  in  it,  recpiires  the  ingenuity  of  the  setter,  but  the  real  diamond 
will  Hash  its  brillianev  in  an  imperfeet  setting, 

A lot  of  stoekings  thrown  together  in  a heap  appear  to  be  worth  less  than  they 
really  are,  while  the  same  stoekings  carefully  arranged  may  seem  to  be  worth  regular 
price. 

A man  will  not  pay  twenty  cents  for  a thirty-cent  necktie  if  he  must  pick  it  out  of 
a grab-bag  heap,  nor  will  a woman  buy  a set  of  crockery  piled  upon  a crowded  table 
and  pay  within  fifteen  per  cent,  of  what  she  would  pay  for  the  same  crocker}^  properly 
set  before  her. 

No  one  wants  a pair  of  dusty  boots,  and  yet  every  one  knows  that  dust  will  not  hurt 
them;  but  the  dust  that  costs  but  a cent  to  remove  may  reduce  the  selling  price  many 
cents.  Everybody  knows  that  a soiled  handkerchief  can  be  made  clean  by  washing, 
but  no  one  will  pay  anywhere  near  the  cost  less  the  washing. 

If  anything,  the  bargain  counter  should  be  the  best  dressed  counter  in  the  store, 
and  everything  about  it  should  be  in  the  best  of  taste. 

The  overdressed  bargain  counter  is  as  bad  as  the  underdressed  one.  Simplicity  is 
necessary,  but  simplicity  is  not  exaggeration  and  every  effort  should  be  made  to  dispel 
a suspicion  of  lack  of  quality  in  goods  by  over-quantity  in  presentation. 

For  originality’s  sake  it  may  be  well  to  substitute  for  the  term  bargains  such  ex- 
pressions as  “ Discount  Table,”  “ Cut-Price  Department,”  “ More  Than  Your  Money’s 
Worth  Counter.” 

Do  not  show  too  many  bargain  goods,  but  replenish  the  counters,  for  people  do  not 
care  to  buy  anything  in  superabundance. 

People  would  rather  have  the  last  bargain  than  the  first  one.  They  would  rather 
buy  a dozen  sheets  with  only  twenty-four  on  the  counter,  than  buy  a dozen  sheets 
with  a pile  ten  feet  deep  before  them. 

Honesty  is  essential.  The  buyer  may  forgive  the  seller  who  cheats  him  on  regular 
goods,  but  he  never  will  forget  the  bargain  swindler. 

If  the  bargain  goods  are  damaged,  present  them  so  that  at  least  a part  of  the  imper- 
fections will  show.  The  customer  is  not  a fool;  he  will  find  the  bad  places,  and  he 
will  think  more  of  the  goods  that  are  really  better  than  they  appear  to  be,  than  of  the 
goods  that  appear  to  be  better  than  they  are. 

The  best  way  to  ofi'set  poor  goods  is  to  present  their  imperfections  almost  as  prom- 
inently as  their  intrinsic  value. 

The  bargain  counter  must  be  in  harmony  with  the  bargain  advertisement.  There 
must  be  nothing  disappointing  in  it. 

Nobody  buys  anything  without  examination,  and  if  the  bargain  counter  does  not 
substantiate  the  advertising  of  it,  the  advertising  space  and  the  time  of  the  salesman 
are  wasted. 


Indoor  Signs 

“ Pointers  of  trade  ” 


NDOOR  signs  comprise  everything  in  the  way  of  a placard  or  other 
portable  announcement  to  be  hung  or  otherwise  displayed  in  the  store 
or  office. 

Street-car  signs  are  indoor  signs,  but  are  discussed  in  the  depart- 
ment entitled  “ Street  Cars.” 

Bas-reliefs  are  considered  in  a department  of  their  own. 

The  majority  of  street-car  cards  are  appropriate  for  display  in  stores,  with  or  with- 


Watch  Your  Overcoat 


Plate  No.  i. — Set  in  De  Vinne,  with  i8  Point  Collins  Border  No.  216. 

out  the  name  and  address.  Indoor  signs  must  be  placed  in  conspicuous  places,  and 
always  where  there  is  sufficient  light  for  their  easy  reading. 

The  indoor  sign  can  be  as  handsome  as  one  chooses  to  make  it,  but  its  decorative 
beauty  should  not  be  allowed  to  interfere  with  the  distinctness  of  its  lettering. 

The  lettering  must  be  extremely  bold,  and  of  the  most  readable  distinctness, 
capable  of  being  read  at  an  angle.  The  less  matter  upon  an  indoor  sign  the  better, 
and  it  is  never  profitable  to  place  more  than  the  briefest  description  upon  such  a sign. 


Plate  No.  2. — Set  in  Taylor  Gothic,  with  12  Point  Border  No.  1236. 


The  best  lettering  states  only  one  or  two  advantages  of  the  article,  with  the  name 
of  the  article. 

The  sign  ma}'  be  illustrated  provided  the  picture  will  give  a proper  idea  ot  the 
article. 


INDOOR  SIGNS 


497 


Indoor  sions  can  be  made  of  any  material,  including  wood,  pasteboard,  cardboard, 
composition,  tin,  iron,  glass,  or  of  anything  which  will  take  any  class  of  lettering. 

Embossed  and  cut-in  let- 
tering must  be  colored  in 
strong  contrast  with  the 
background. 

Avoid  the  use  of  gold, 
bronze,  and  silver,  unless 

PLATE  No.  3.-Set  in  Bradley,  with  .2  Point  Border  No.  laoi.  ^annOt  bc  SCCn  at 

certain  angles.  Indoor  signs  may  carry  prices  or  any  expression  of  quality  or 
ertectiveness,  provided  it  is  brief. 

Indoor  signs  may  be  in  the  plainest  of  black  and  white  or  in  any  combination  of 
sightly  colors,  produced  by  letterpress  or  by  lithography. 

The  introduction  of  lithographic  water  colors  opens  a new  and  effective  form  of 
display.  These  pictures  need  not  be  extremely  bold,  but  they  must  have  a perspec- 


properly  shaded,  as  these 


' T 


,,-h 


first  in  Everything 


p- 


••— *•*£***# 


S Jo  (£|t  cjft  (lift  c3ft  c)ft  c)S*  c)(*  c3C*  eft  c3ft  c3S  c3ft  cift  eft  c,^<*  ci*  c3fi*  cA  oM  eft  dft  eft  oJtt  c<*  eft  cA  eft  c.^*  ^ 


II 

I- 

I 


6\>crytbiiig  fresh 


^ ^ i)(p  Tfj^  ijfp  i(p  ^ ^ ^ jfp  np  yi)  |},V)  agp  i^'s  ^7)  ^ 


Plate  No.  4. — Set  in  Tudor  Black,  with  18  Point  Border  No.  1805.  Better  avoid  lines  like  above  beginning  with  E and  F. 

tive  discernible  at  a distance  of  from  ten  to  thirty  feet.  The  decoration  may  be 
flowers  or  any  other  design,  provided  no  attempt  is  made  to  incorporate  pictures 
which  cannot  be  seen  except  on  close  inspection. 

Signs  describing  goods,  and  placed  with  them  in  the  window  or  on  the  counter, 
need  not  be  printed  in  very  large  letters,  but  they  must  be  of  sufficient  size  to  be 
easily  read  six  feet  % t 


Real  Coffee 


away,  and  the  le  ngth 
of  the  line  must  not 
be  so  long  as  to  con- 
fuse the  sight. 

Signs  sent  by  the 
wholesalers  to  the 
retailers  for  display 
in  stores  must  always 

be  accompanied  with  cords  or  hooks  or  some  other  contrivance  for  holding  them  in 
position,  or  the  chances  are  the  receiver  will  put  them  aside  and  forget  them. 


> 


Plate  No.  5. — Set  in  Satanick,  with  12  Point  Border  No. 


1208. 


498 


FOWLER’S  PUBLICITY 


Glass-covered  and  framed  pictures  of  factories  and  maehinery  are  indoor  signs,  and 
oder  an  extremely  valuable  method  ol  advertising.  The  picture  can  be  finely  drawn 

a n d printed, 
but  there  must 
be  something 
in  the  execu- 
tion of  it  to 

Plate  No.  6. — Set  in  Stipple  Series.  , , 

draw  the  eye 

to  it,  and  it  must  have  a eertain  amount  of  boldness  to  give  it  seenic  efiect  at  a dis- 
tance. It  should  be  deep  and  not  fiat,  and  have  a background  as  well  as  a fore- 
ground. It  should  be  realistic,  and  not  a copy  of  the  tomato-ean  label  style. 

The  framed  picture,  even  of  a mechanical  subject,  need  not  be  too  mechanieally 
executed,  but  can  show  a realistic  background  or  other  scenic  accompaniment  to  give 
the  meehanical  article  the  appearance  of  activity  or  to  show  it  in  a position  ready 
to  work.  The  hanger  and  other  forms  of  lit-hography  are  indoor  signs,  but  are 
more  eonven- 
iently  discuss- 
ed in  the  de- 
partments o f 
“ Lithogra- 
phy.” 

There  is  lit- 
tle exeuse  for 

the  printing  of  such  lines  as  ‘‘For  Sale  Here,”  “Ask  to  See  It,”  “Try  It,”  etc.  It 
is  fair  to  assume  that  the  display  of  any  indoor  sign  in  a place  where  the  article  can 
be  appropriately  sold  means  that  the  article  is  there  on  sale,  and  there  is  no  necessity 
of  asking  a person  to  try  a thing  or  to  buy  a thing  when  the  advertisement  is  before 
him,  for  if  the  advertisement  means  anj’thing,  it  is  self-evident  that  the  article  adver- 
tised is  for  sale.  Some  of  the  most  efiective  signs  are  those  mounted  upon  cardboard 

and  cut  along  the  outlines,  so  that  the 
figure  of  the  article  stands  out  in  real- 
istic efiect.  These  signs  are  usually 
made  b}^  lithography,  and  are  to  be 
highly  commended,  but  the  advertiser 
should  avoid  using  designs  that  are  in 
too  common  use. 

The  illustrations  of  this  department 
only  present  forms  of  lettering,  as  it 
is  obvious  that  the  mechanical  execu- 
tion ol'  signs  cannot  be  given  except 
by  the  signs  themselves.  Indoor  sign  matter  is  illustrated  in  many  of  the  other  depart- 
ments, and  a large  part  of  the  specimens  arc  adaptable  to  this  class  ol  advertising. 


Plate  No.  8. — Set  in  Howland,  with  24  Point  Border  No.  2401. 


Interiors 


“ The  better  it  looks  the  better  it  is  ” 

I 

POOR  thing  well  surrounded  may  appear  to  have  more  commereial 
value  than  a better  thing  badly  displayed. 

Suggestions  on  window  dressing  and  deeoration  direetly  apply  to 
the  general  arrangement  of  the  store  interior,  and  it  is  obvious  that  the 
dressing  of  walls  and  counters,  while  it  must  follow  a convenient 
selling  arrangement,  can  be  harmonious  and  pleasing. 

Real  selling  value  requires  proper  setting. 

A careless  arrangement  of  goods  creates  unfavorable  comment  and  dwarfs  the  real 
value  of  the  goods. 

People  do  not  like  the  dark,  and  nothing  looks  well  in  a gloomy  store. 

Lack  of  light  shadows  buying  propensities. 

The  old-fashioned  notion  that  goods  sell  on  their  merits  only,  and  that  therefore  it 
is  only  necessary  to  present  intrinsic  value,  has  grown  moldy  in  its  disuse. 

Sterling  merit  should  exist,  but  merit  deserves  a recognition  on  the  part  of  the 
surroundings. 

The  quality  of  goods  and  the  quality  of  their  arrangement  give  selling  qualit}'. 

There  should  always  be  harmony  of  color  or  else  striking  contrast. 

There  never  should  be  indifferent  arrangement  or  any  appearance  of  things  being 
thrown  together. 

The  arrangement  ma}^  be  extremely  artistic,  but  it  must  not  be  reduced  to 
aestheticism. 

Everything  must  be  artistically  light  or  bold  or  strong  in  individuality. 

The  arrangement  pleasing  to  the  public  taste,  so  long  as  it  does  not  descend  to 
vulgarity,  is  the  arrangement  to  be  persisted  in,  irrespective  of  personal  likes  and  dis- 
likes. 

If  one  would  sell  two  grades  of  the  same  line  of  goods,  he  should  not  place  the  two 
grades  close  together,  for  if  he  does,  the  goodness  of  one  and  the  poorness  of  the 
other  will  spoil  both. 

A good  thing  close  by  a poor  thing  of  the  same  class,  if  both  are  for  sale,  will  in- 
jure the  sale  of  the  good  thing  or  else  injure  the  sale  of  the  poor  thing,  and  probably 
will  injure  the  sale  of  both. 

Do  not  bunch  things  together. 


499 


500 


FOWLER’S  PUBLICITY 


Do  not  give  the  goods  the  appearanee  of  being  job  lots  and  unworthy  of  proper 
arrangement. 

Display  the  poorest  goods  as  well  as  the  best  goods,  and  if  anything,  better. 

Good  interior  arrangement  suggests  that  goods  be  well  plaeed  for  exhibition,  and 
convenient  examination,  and  yet  handy  to  the  salesman. 

Always  arrange  the  light  so  that  the  right  amount  of  it  strikes  the  goods  in  the 
right  place.  Try  to  show  the  goods  as  they  will  look  in  use. 

Make  the  store  look  busy. 

Uncomfortable  as  the  crowd  may  be,  people  prefer  to  buy  where  other  people 
buy. 

Do  not  have  the  same  things  displayed  the  same  way  every  day. 

Freshen  up  eveiything,  and  keep  everything  dusted. 

When  a line  of  goods  is  advertised  as  speeials,  have  a plaeard  on  the  eounter  an- 
nouncing them. 

Do  not  hang  the  goods  all  over  the  store  in  such  a way  that  the  light  has  to  strug- 
gle between  them  with  shadows  everywhere  ; and  see  to  it  that  there  are  not  so  many 
goods  before  the  eye  that  the  eye  cannot  focus  on  an}'  one. 

Whenever  possible,  avoid  the  placing  of  goods  in  boxes  or  baskets  where  they 
can  be  handled  and  jammed  and  tumbled  out  of  shape.  Better  place  them  in  a show- 
case, where  folks  can  see  them  laid  out  properly,  and  can  ask  for  the  one  they  want. 

It  is  difficult  to  sell  the  best  goods  at  a decent  price  when  they  are  arranged  in 
wash-basket  style. 

There  must  be  more  or  less  bundling  of  job  lots,  but  there  need  not  be  as  much  of  it 
as  there  is. 

The  first  consideration  is  a neat,  orderly,  and  efiective  arrangement  of  goods  with- 
out overcrowding,  and  without  allowing  one  class  to  interfere  with  the  arrangement 
of  another;  and  the  second  consideration  is  light,  so  arranged  that  the  rays  show  the 
goods  to  the  best  advantage. 

By  the  arrangement  of  the  goods,  by  the  light,  lythe  cleared  aisles, by  waitingrooms, 
by  toilet  conveniences,  by  resting  chairs  and  settees,  by  everything  that  contributes  to 
the  comfort  of  the  patrons,  and  to  the  cheerfulness  and  brightness  of  the  store,  and  by 
the  creation  of  an  atmosphere  of  cordiality,  is  the  proper  balance  of  good  serving  at- 
tained to  the  mutual  benefit  of  seller  and  buyer;  and  unless  that  benefit  be  mutual, 
the  principles  of  trade  refuse  to  make  a continuity  of  profit. 

He  who  wants  it  all  gets  nothing;  and  he  who  is  willing  to  share  a part  of  it 
sometimes  ijets  even  more  than  his  share  ol  it. 

O 


Signboards 


“ Ever  present,  always  active  boards  of  publicity  ” 


UTDOOR  signs  include  what  are  commonly  known  as  fence  signs, 
painting  upon  fences  and  barns,  signboards,  posters,  and  firm  signs. 
Other  departments,  respectively  entitled  “ On  the  Fence,”  “ Posters,” 
“ Firm  Signs,”  cover  what  could  properly  come  under  this  depart- 
ment, but  for  the  sake  of  convenience  these  different  classes  have 

Signboard  advertising  is  universal,  and  is  used  by  the  majority  of  progressive 
makers,  wholesalers,  and  retailers. 

Every  town  has  its  bill  poster  and  signboard  painter,  and  there  are  a few  large 


Plate  No.  i. — Set  in  Condensed  Roman  No.  3.  Single  Rule  Border. 

concerns  controlling  an  army  of  painters  and  posters,  with  rights  and  space  all  over 
the  country. 

Guideboard  signs  are  considered  in  the  department  entitled  “ On  the  Fence.” 

Signboards  should  always  be  placed  a sufficient  distance  from  the  street  or  rail- 
road to  enable  the  letters  to  be  readily  seen  by  those  rapidly  passing  by. 

The  painting  upon  rocks  and  other  works  of  nature  ought  to  be  discouraged  and 
should  be  prohibited  by  law;  besides,  a rock  does  not  offer  good  opportunity  for 
prominent  display. 

Signboards  near  the  railroad  should  be  at  a greater  distance  from  the  track  than  those 
along  a common  highway.  It  does  not  make  any  particular  difference  on  which  side 
of  the  track  the  sign  appears. 

Signboard  lettering  should  be  in  the 
extreme  of  brevity  and  of  the  most  pro- 
nounced boldness. 

The  passer-by  has  little  time  to  study 

4.1 1 *1  1 A.  4.  1 Plate  No.  2. — Signs  like  this  undoubtedly  pay,  but  the  writer  is  of 

the  Sig*!!  cincl  cl  Single  glunce  must  tuke  the  opinion  that  expressions  like,  “Try,”  “Read,”  “Call,”  “Buy,” 
• . “Go  to,”  “Use,”  are  more  or  less  superfluous  and  can  profitably  be 

in  Its  entirety.  avoided.  Set  in  Howland.  Single  Rule  Border. 


502 


FOWLER’S  PUBLICITY 


Painting  on  barns  and  other  buildings  is  simply  signboard  advertising,  the  edifice 
merely  turnishing  a place  for  painting  purposes.  There  is  no  objection  to  decorative 

signboard  painting,  provided 
it  does  not  interfere  with  the 
distinctness  of  the  lettering- 
and  acts  as  a finisher  or  as 
a relief  background. 

The  painting  of  pictures  or 
views,  accompanied  with  lettering,  is  one  of  the  best  methods  of  signboard  adver- 
tising, but  the  picture  or  design  must  have  scenic  effect,  or  else  be  bold  in  outline. 

Signboard  decoration  must  not  follow  the  lines  of  fine  art,  but  must  be  as  coarse 
and  as  scenic  as  stage 
scenery. 

The  more  catchy  a 
signboard  expression,  the 
more  readily  it  will  be 
remembered. 

Some  advertisers  prefer 
the  same  line  for  all  of  the  signboards,  arguing  that  this  sameness  tends  to  better 
impress  the  reader;  and  other  advertisers,  perhaps  the  more  progressive  and  success- 
ful, change  a whole  or  part  of  the  lettering,  assuming  that  if  there  is  a certain  charac- 
teristic carried  through 
all,  the  variety  will  add 
value. 

The  writer  is  of  the 
opinion  that  one  good 
line  had  better  be  re- 
peated in  preference  to 
using  many  poor  ones, 
but  that  a variety  of  strong,  striking  lines,  mostly  different,  and  yet  of  the  same  import, 
and  each  bearing  some  general  characteristic,  are  more  effective  than  even  the  best  of 
perpetual  sameness.  Illustrations  must  never  appear  unless  they  will  do  the  article 
justice,  and  it  is  best  to 
picture  it  in  action  if  that 
be  possible. 

The  signboard  of  sev- 
eral colors  is  generally 
more  effective  than  that 
of  one  color,  provided 
that  the  colors  arc  har- 
monious and  do  not  drown  one  another.  Never  use  light-colored  paint  in  signboard 
advertising. 


Calumet  Certainty 

Calumet  Bicyclers  don’t  take  chances. 

Plate  No.  6. — Set  in  Latin  Antique.  Single  Rule  Border. 


Surety  Shoe  Store 

Sensible,  seasonable,  serviceable  shoes 


Plate  No.  5. — Set  in  Ronaldson.  Single  Rule  Border. 


Comfortable  Blank  House 

Sunlight  in  every  room  free 

Plate  No.  4. — Set  in  Johnson  Old  Style.  Single  Rule  Border. 


Ware’s  Underwear  Wears 

Plate  No.  3. — Set  in  Taylor  Gothic.  Single  Rule  Border. 


SIGNBOARDS 


503 


-AaA»-_«. 

Plate  No.  7. — A splendid  position,  but  very  bad  lettering  and  designs. 


Whenever  possible, 
have  the  sign  where  it 
can  be  seen  before  the 
seer  comes  opposite  to  it, 
and  so  that  it  can  be 
read  after  he  has  passed. 

The  value  of  blind 
signboard  advertising  is 
questionable. 

Such  expressions  as 
“Use  Smith’s”  or  “Buy 
of  Smith,”  without  tell- 
ing what  Smith  has,  are 
absolutely  worthless  un- 
less the  reader  possesses 
the  information. 

Avoid  using  such  ex- 
pressions as  “ Use,  ” 
“Buy,”  “Try,”  “Call,” 


“ See,”  “ Look,”  “ Read,”  for  the  meaning  of  all  these  words  is  understood. 

The  most  realistic  outdoor  signs  are  those  made  in  the  form  of  houses,  men,  ani- 
mals, barrels,  and  other  articles.  When  placed  in  the  field  with  nature  for  a back- 
ground, they  stand  in  realistic  relief,  and  cannot  help  being  seen. 

If  convenient,  it  is  well  to  have  the  mechanical  arrangement  of  the  sign  represent 
the  business,  but  there  is 
no  objection  to  advertising 
any  trade  by  a painting 
upon  a steamboat  or  ship 
or  upon  the  frame  of  a 
house  or  other  object. 

If  there  is  room  enough, 
and  the  business  will  war- 
rant the  expense,  it  is  sug- 
gested that  frames  rep- 
resenting ball  players,  or 
players  of  tennis,  golf,  or 
other  games,  properly  ar- 
ranged in  action,  be  shown 
in  conspicuous  places 
along  the  line  of  the  rail- 
road. The  imitation  of  a 
procession  of  dummy  fig- 


Positive 

Practical 

Perpetual 

Protection 

Standard  Insurance  Company. 


Plate  No.  8. — Set  in  De  Vinne.  Single  Rule  Border. 


504 


FOWLER’S  PUBLICITY 


ures,  all  apparently  look- 
ing at  a reproduction  of 
the  store,  or  of  mounted 
horsemen,  or  any  other 
appearance  of  men  or 
things  in  “ still  action,” 
will  be  studied  to  the  ad- 
vertiser’s benefit. 

Exhibitions  of  this  kind  should  not  appear  in  the  thickly  settled  neighborhoods,  or 
where  they  can  be  easily  reached  by  mischievous  boys.  Signboard  advertising  is 
generally  more  profitable  when  used  in  con- 
nection with  regular  periodical  publicity,  as 
each  method  materially  assists  the  value  of  the 
other. 

The  illustrations  accompanying  this  depart- 
ment can  only  present  examples  of  lettering. 

Many  of  the  other  departments  contain  good 
forms  of  signboard  advertising.  plate  No.  io.— Set  in  Jenson.  single  Rule  Border. 


Hotel  Nearby 

All  the  comforts  of  home 
without  extra  charge. 


The  Surety  of  Security 

Buckear  Mowers  are  sure.  Others  may  be. 

Plate  No.  o. — Set  in  Gothic  Condensed  No.  ii.  Single  Rule  Border. 


Prizes 


Unprized  prizes  represent  nothing” 


E prize  that  is  prized  is  a prize  indeed. 

The  prize  that  represents  something  is  something. 

The  prize  that  is  a bait  may  be  worthless. 

The  somewhat  universal  custom  of  prize  giving  as  a method  of  ad- 
vertising had  better  be  universally  condemned  than  universally  en- 
couraged. Good  comes  of  it  so  seldom  that  there  is  not  in  it  sufficient  intrinsic  value 
to  justify  one  per  cent,  of  its  use  except  in  exceptional  exceptions. 

The  advertiser  had  better  advertise  the  goods  he  has  to  sell  as  commodities,  and 
unattached  to  any  guessing  or  other  prize-giving  scheme. 

Prize  advertising  at  the  best  may  be  unobjectionable  uselessness,  except  in  a very 
few  cases  where  it  is  necessary,  or  seems  to  be  necessary,  to  stimulate  transient,  and 
not  permanent,  custom. 

The  advertiser  announces  that  he  will  give  goods  or  a sum  of  money  to  the  reader 
who  sends  in  the  largest  number  of  his  advertisements,  or  comes  the  nearest  to  solv- 
ing some  problem;  and  if  the  advertiser  considers  the  result  carelessly,  and  the  result 
is  a tremendous  number  of  replies,  he  may  reckon  the  intrinsic  value  of  it  by  its 
apparent  benefit.  He  may  claim,  without  reasoning,  that  because  twenty-five  thou- 
sand people  strove  to  obtain  the  prize,  twenty-five  thousand  people  know  and  appreciate 
his  goods  better,  and  that  this  apparently  innocent  pastime  has  benefited  both  sides. 

A little  careful  consideration  is  likely  to  dispel  any  such  illusion. 

Assuming  that  twenty-five  thousand  men,  women,  and  children  entered  into  the 
contest,  24,999  persons  are  disappointed,  and  their  disappointment  may  make  them 
think  ill  of  the  ofierer. 

The  only  one  who  is  pleased,  and  who  may  be  disposed  to  reciprocate,  is  the 
receiver  of  the  prize;  and  if  the  prize  be  an  article  which  the  advertiser  sells,  the 
prize  receiver  is  not  likely  to  be  a customer  because  he  already  has  the  article. 

Those  who  do  not  receive  the  prizes  often  strive  as  hard  to  obtain  them  as  those  who 
do  receive  them,  and  human  nature  does  not  take  kindly  to  disappointment,  and  is  not 
likely  to  feel  well  disposed  towards  the  author  of  it. 

The  little  notoriety  given  the  prize  advertiser  and  the  good-will  of  the  few  who 
receive  a prize  will  not  be  sufficient  to  counteract  the  harm  coming  from  the  dis- 
appointment of  the  unlucky  contestants. 


5°5 


5o6 


FOWLER’S  PUBLICITY 


Beyond  a flutter  of  excitement,  prize  advertising  is  not  likely  to  accomplish  any- 
thing, on  account  of  the  disappointment  of  those  who  are  unsuccessful,  and  because 
of  the  indiflerence  of  those  who  are  not  disappointed.  Either  the  contestant  regrets 
his  labor,  or  he  is  indifferent  to  it;  and  therefore  he  either  feels  badly  disposed 
towards  the  advertiser,  or  the  intended  impression  did  not  permeate  him  sufficiently 
to  do  the  advertiser  any  good. 

The  prize  advertiser  has  very  little  to  gain  and  ver}^  much  to  lose. 

The  most  successful  advertisers  generally  confine  their  advertising  plans  to  regular 
methods,  and  never  descend  even  for  a time  to  anything  savoring  of  the  illegitimatCo 

The  bean-guessing  contest  and  any  other  contest  requiring  guess  work  or  ingenuity 
can  attract  only  passing  attention,  and  if  perchance  the  impression  is  lasting,  it  is  not 
one  which  the  advertiser  should  feel  proud  of. 

Everybody  considers  goods  merchandise,  and  only  transient  people  are  ever  really 
interested  in  any  kind  of  publicity  which  goes  any  further  than  announcing  the  goods 
and  the  advantages  of  them. 

lie  who  buys  for  the  sake  of  a possible  prize  is  likely  to  undervalue  the  real  quality 
of  the  goods  advertised,  and  therefore  he  will  not  properly  appreciate  the  goods. 

The  method  of  advertising  a prize  to  be  given  to  the  first  ten  who  reply,  or  to  the 
first  any  other  number,  savors  of  the  lottery,  and  is  diametrically  opposed  to  every 
principle  of  good  advertising. 

One  has  goods  to  sell.  It  is  his  business  to  sell  them.  If  he  must  advertise  them, 
then  advertise  them,  and  do  not  advertise  them  as  the  tail  to  a prize  kite. 

Let  the  goods  stand  for  themselves,  unaccompanied  by  anything  which  can  appeal 
to  the  public  more  than  will  the  goods  themselves. 

If  prize  advertising  is  good  for  anything,  its  value  lies  in  the  interest  it  creates;  and 
if  it  creates  interest,  it  must  do  so  at  the  expense  of  the  goods,  and  therefore  it  must 
depreciate  the  value  of  the  goods  in  the  mind  of  the  buyer. 

Goods  should  be  served  well,  the  best  light  should  be  thrown  upon  them,  and 
everything  about  the  advertisement  and  the  store  should  be  in  pleasing  harmon}';  but 
there  should  never  be  anything  built  around  the  goods  which  can  shine  by  its  own 
light,  for  the  principle  of  true  publicity  demands  that  advertising  light  should  light 
the  goods  and  have  no  rays  on  its  own  account. 


Desultory 

' In  regular  methods  is  regular  profit” 


IIEN  one  does  not  know  just  what  to  do,  the  way  to  do  is  not  to  do  it. 
Parts  of  this  department  are  discussed  under  the  titles  of  “ Direc- 
tories,” “ Free  Mediums,”  “ Handbills,”  “How  Not  to  Adv'ertise,” 
“Novelties,”  “ Stereopticons,”  “Useless  Mediums”;  and  several 
other  departments  in  the  book  touch  upon  it. 

Desultory  mediums  or  methods  are  those  of  questionable  value,  or  of  no  value,  and 
those  removed  from  the  regular  lines  of  proven-to-be-successful  publicity. 

The  advertising  page  in  the  cheap  directory  is  certainly  of  desultory  character. 

The  advertisement  in  the  blue  book,  club  book,  or  other  publication  giving  names, 
if  issued  for  advertising  revenue  only,  or  by  unreliable  publishers  who  neither  prove 
nor  can  prove  real  paid  circulation,  is  practically  worthless,  and  hardly  worth  the 
trouble  of  preparing  the  matter. 

The  argument  of  this  department  must  not  be  construed  as  antagonistic  to  the  first- 
class  and  regular  directory  or  blue  book,  or  to  other  lists  of  names  regularly  issued 
and  sold. 

Advertisements  in  cheap  directories  and  in  all  books  given  away  may  not  be 
worth  more  than  one  fifth  of  what  is  charged  for  them. 

The  advertiser  is  warned  to  beware  of  the  solicitor  for  the  map,  chart,  or  beauti- 
fully executed  picture  of  anything,  who  ofiers  at  a merely  nominal  price  the  oppor- 
tunity of  occupying  the  entire  sky  or  ocean. 

If  business  is  done  with  this  kind  of  advertising,  the  advertiser  should  make  the 
solicitor  sign  an  iron-clad  contract,  and  should  refuse  to  pay  anything  until  ample 
guarantee  of  fulfillment  is  given. 

The  circulation  of  maps,  charts,  and  pictures,  and  of  unofficial  time-tables,  is 
largely  confined  to  shipping  rooms  and  to  back  entries  seldom  entered  by  buyers. 

Fl3’ers  and  oixlinary  handbills  are  semi-desultor}',  buf  as  they  sometimes  pa}’  they 
are  considered  in  another  department. 

Apparent  cheapness  of  price  for  space  in  mediums  of  doubtful  circulation  may  be 
considered  prima  facie  evidence  of  worthlessness. 

Never  advertise  in  any  program  or  publication  of  any  kind,  unless  the  publisher 
is  known  personall}^  or  by  reputation,  or  sufficient  evidence  is  given  that  conditions 
presented  are  actual  conditions. 


507 


5o8 


FOWLER’S  PUBLICITY 


Publishers  do  not  circulate  their  mediums  unless  it  pays  them  to  do  so,  and  the 
paper  printed  wholly  for  the  receiving  of  advertising  naturally  can  have  but  little 
circulation,  and  must  be  of  indifferent  value  to  the  advertiser. 

Cheapness  of  price  almost  invariably  stands  for  worthlessness  of  medium. 

Advertising  space  is  merchandise,  and  the  space  which  does  not  appear  to  be 
worth  much  to  the  publisher  is  likely  to  be  worth  less  to  the  advertiser. 

The  regular  advertisement  in  the  regular  publication,  and  the  use  of  the  accepted 
styles  of  lithography  and  printed  matter,  constitute  individually  and  together  the 
fundamental  foundation  of  all  good  advertising,  and  the  use  of  anything  else  must  be 
carefully  considered  and  avoided  unless  there  is  reasonable  proof  of  effectiveness. 

Solicitors  for  mediums  without  circulation,  fake  directories,  and  illegitimate  adver- 
tising schemes,  are  lying  representatives  of  swindling  publishers,  and  the  advertiser 
is  safer  to  let  them  all  alone. 

No  merchant,  unless  taking  gambling  chances,  ever  buys  of  an  unreliable  manu- 
facturer, and  he  confines  the  bulk  of  his  purchasing  to  houses  of  reliable  reputation. 

If  it  is  good  business  judgment  to  buy  only  regular  merchandise  of  reliable  makers 
and  sellers,  how  much  more  necessary  is  it  to  refuse  to  buy  advertising,  the  result  of 
which  one  cannot  always  reckon  in  advance,  of  charlatans,  fakirs,  and  unknown 
solicitors. 

Do  not  forget  that  advertising  is  as  much  merchandise  as  flour  or  iron,  and  that  it 
should  be  purchased  under  the  same  rules  of  buying  as  those  given  to  trading  in 
regular  commercial  commodities,  and  that  advertising,  whether  it  is  in  the  newspaper, 
in  the  magazine,  in  the  directory,  or  in  the  chromo,  should  be  purchased  by  count 
and  not  by  statement. 

Not  how  well  the  scheme  looks,  but  how  well  the  scheme  will  be  presented  to  the 
public,  is  the  principle  the  advertiser  should  work  on;  and  he  should  always  re- 
member that  even  if  a thing  looks  well  as  it  is  presented  to  him,  the  real  value  of  it 
is  in  how  well  it  is  presented  to  the  public,  and  to  what  proportion  of  the  public  it  is 
presented  to. 

General  statements  are  made  by  fake  advertising  solicitors  because  they  do  not 
dare  to  make  specific  statements. 

While  the  larger  proportion  of  worthless  advertising  is  sold  by  occupants  of  lofts, 
and  by  men  of  desk  room  only,  there  are  many  buildings  half  a century  old  and 
owned  by  firms  with  big  bank  accounts,  in  which  advertising  is  offered  against  all 
the  principles  of  legitimate  trading. 

The  man  who  has  real  advertising  merchandise  for  sale  sells  it  as  merchandise,  and 
the  man  who  does  not  have  it  sells  it  as  advertising. 

The  advertiser,  and  the  quality  of  the  advertiser’s  goods,  are  known  by  the  appear- 
ance and  worth  of  the  medium  as  well  as  by  the  character  of  the  advertisement. 

The  good  advertisement  of  good  goods  should  be  in  a good  medium,  and  all 
doubtful  mediums  had  better  not  be  taken,  for  there  are  enough  reliable  mediums  to 
spread  the  good  of  the  advertiser’s  goods  all  over  the  face  of  the  civilized  earth. 


Electrotypes 

“ The  children  of  type  ” 

ME  universal  use  of  electrotypes  and  the  almost  universal  ignorance  as 
to  how  they  are  made  on  the  part  of  those  who  use  them  are  sufficient 
excuse  for  a brief  description  of  their  mechanical  production. 

Without  entering  into  any  technical  treatise  on  the  manufacture  of 
electrotypes,  it  is  opportune  to  attempt  to  tell  in  simple  English  how 
they  are  made  and  what  they  will  do. 

Electrotypes,  as  their  name  indicates,  are  reproductions  of  type,  or  other  printing 
surface  matter,  produced  with  the  assistance  of  electricity. 

An  impression  of  the  type,  cut,  or  other  matter  to  be  electrotyped,  is  taken  in  wax 
of  rather  more  than  medium  consistency. 

This  impression  is  sprinkled  or  dusted  with  powdered  graphite,  the  material  used 
in  making  lead  pencils  and  stove  blacking,  the  molecules  supposed  to  be  inhnitesi- 
mall}’  small. 

After  the  dusting  the  wax  mold  is  turned  upside  down,  and  the  graphite  which 
does  not  immediately  stick  ‘to  the  surface  of  the  wax  drops  off,  leaving  an  almost 
unmeasurable  thinness  of  covering.  The  wax  matrix  or  mold  to  all  intents  and 
purposes  becomes  a piece  of  metal  in  which  has  been  cut  the  form  of  the  to-be-elec- 
trotyped  matter. 

The  fineness  of  the  graphite,  and  the  ability  of  the  wax  to  adapt  itself  to  the  most 
minute  lines,  gives  a duplication  of  the  original  as  fine  as  the  original  itself. 

The  mold  is  properly  secured  to  a frame,  and  is  then  placed  in  a bath  of  copper 
dissolved  in  acid,  the  mold  constituting  one  pole,  and  a sheet  of  copper  acting  as  an 
annode  being  the  other. 

The  process  of  electrotyping,  then,  is  the  same  as  that  of  silver  or  nickel  plating,  the 
currents  of  electricit}^  passing  from  the  annode  pole  through  the  bath  into  the  graphite- 
covered  mold,  depositing  unseen  particles  of  copper  upon  the  exposed  surface  of  the 
graphite. 

Gradually  this  thin  film  of  copper  becomes  sufficiently  thick  to  allow  it  to  be 
handled  by  itself.  It  is  then  easil}'  removed  from  the  wax,  and  is  backed  with  lead, 
so  that  it  may  be  solid  and  yet  not  be  as  expensive  as  it  would  be  if  entirely  of 
copper. 

It  is  obvious  that  if  the  matrix  remained  in  the  bath  long  enough  sufficient  copper 


FOWLER’S  PUBLICITY 


510 

would  be  deposited  to  make  the  electrotype  solid  copper,  but  provided  a fairly  thick 
plate  of  copper  is  allowed  to  collect,  expense  without  utility  would  be  added. 

The  electrotype,  with  its  backing  of  lead,  the  copper  and  lead  together  being  aboiit 
one  eighth  of  an  inch  thick,  is  then  mounted  upon  kiln-dried  wood,  being  fastened  to 
it  with  screws  or  nails,  the  whole  supposed  to  be  type  high. 

What  is  known  as  a solid  electrotype  is  one  with  a solid  lead  bod}',  or  else  resting 
upon  leaden  legs,  a part  of  the  lead  being  cut  out  so  as  to  save  expense. 

The  unmounted  electrotype  consists  of  the  copper  and  about  a quarter  of  an  inch 
of  lead  with  a beveled  edge,  and  is  used  almost  exclusively  in  the  printing  of  books 
and  pamphlets,  the  plates  being  placed  upon  patent  blocks  carried  by  every  printer, 
as  these  result  in  considerable  saving  of  expense  for  mounting. 

If  the  page  is  of  an  odd  size,  unadapted  to  the  standard  blocks,  the  usual  method 
of  mounting  must  be  resorted  to. 

The  advantage  of  wooden-bottomed  electrotypes  is  the  saving  of  expense,  and  the 
disadvantage  is  the  possible  warping  and  shrinking  of  the  wood  and  the  liability  of  the 
electrotype  to  become  detached  from  its  bottom. 

Some  publications  refuse  to  accept  anything  but  a solid  electrotype  on  account  of 
the  dange-r  of  the  warping  of  the  wooden  bottom  and  the  possibility  of  the  top  falling 
off,  to  the  damage  of  the  rapidly  running  printing  press. 

The  objection  to  the  solid  electrotype  is  in  the  expense  of  it,  and  the  extra  cost  of 
mailing. 

Electrotyping  is  not  expensive,  and  yet  it  is  impossible  to  give  any  acceptable  scale 
of  prices. 

It  may  be  said,  however,  that  few  electro  typers  can  afford  to  make,  except  in  the 
largest  quantities,  any  electrotype  for  less  than  twelve  cents,  and  that  the  charge  for 
the  making  of  a few  electrotypes  at  a time  is  from  twelve  to  twenty  cents  for  the  first 
square  inch,  and  from  three  to  five  cents  for  each  additional  square  inch. 

In  large  quantities  a special  price  may  be  made,  bringing  the  cost  down  to  a sur- 
prisingly low  figure. 

In  durability  and  quality,  electrotypes  may  be  divided  into  three  classes. 

The  lowest  grade  of  electrotypes  has  no  right  to  existence,  and  is  used  by  patent 
medicine  concerns  and  other  cheap  advertisers  for  the  reproduction  of  their  advertise- 
ments in  small  country  weeklies.  These  electrotypes  have  a very  thin  film  of  copper 
which  frequently  peels  ofi',  and  they  are  not  much  better  than  a good  quality  of 
stereot}’pe. 

While  there  is  no  positive  rule  for  the  telling  of  the  quality  of  an  electrot}-pe,  ex- 
cept by  a professional  examination,  the  best  rule  to  follow  is  to  examine  the  thickness 
of  the  copper  film,  and  to  consider  the  electrotype  inferior  if  the  finger  nail  or  knife 
can  easily  lift  it  from  its  lead  backing. 

The  second  grade  of  electrotypes  consists  of  those  commonly  used  by  advertisers, 
and  is  of  a sufficiently  fair  quality  to  produce  good  results  and  to  last  as  long  as 
necessary. 


ELECTROTYPES 


5ii 

There  is  really  no  need  of  going  beyond  the  sceond  or  medium  grade  for  eleetro- 
tvpes  of  ordinary  advertisements.  This  quality  is  durable,  and  the  surfaee  suffieiently 
smooth  and  cxaet  for  the  printing  of  type  and  eut  matter,  except  very  fine  wood  en- 
‘'■raviiii'-s  and  half-tone  illustrations. 

O O 

The  novice  cannot  distinguish  the  dilference  between  the  medium  and  high-grade 
eleetrotype,  and  any  rule  for  discriminating  between  the  two  would  only  be  under- 
stood by  the  electrotyper  and  printer. 

The  third  or  high  grade  of  electrotype  is  that  with  a copper  him  thicker  than  the 
ordinal'}',  made  slowly  and  carefully,  trued  to  a nicety,  and  extremely  well  mounted, 
and  one  which  has  passed  through  the  nicest  examination. 

The  high  grade  of  electrotype  is  necessary  for  the  proper  duplication  of  half-tone 
cuts  and  hnely  cut  wood  engravings,  and  for  delicately  faced  type  and  borders. 

Provided  the  cheap  electrotype  will  produce  a decent  impression,  the  chances  are 
that  it  begins  to  show  wear  after  it  has  been  run  through  the  press  ten  thousand 
times,  while  the  middle  and  upper  classes  of  electrotypes  will  often  produce  from  one 
hundred  thousand  to  three  hundred  thousand  impressions,  the  wear  not  being  at  all 
noticeable  until  more  than  a hundred  thousand  are  run,  and  generally  the  electrotype 
is  in  fairly  good  condition  by  the  time  the  two  hundred  thousandth  is  reached. 

Heavy  electrotypes  are  made  by  allowing  the  matrix  to  remain  in  the  bath  a long 
time,  giving  from  twice  to  four  times  the  usual  thickness  of  copper. 

These  electrotypes  are  desirable  when  the  run  is  to  be  very  long  and  when  the 
xnaterial  to  be  printed  upon  is  either  very  soft,  pulpy,  and  thick,  or  very  hard. 

A well-made  heavy  faced  electrotype  can  be  used  in  stamping  cloth  book  covers 
instead  of  the  brass  die,  but  the  brass  die  not  only  produces  a better  result,  but  is 
more  economical  in  the  end  if  many  impressions  are  necessary. 

Electrotype  dies  for  book  cover  stamping  should  not  be  used  except  when  only  a 
few  covers  are  to  be  printed,  and  when  a heavy  face  type  line  or  design  without  fine 
decoration  is  given. 

Copper  has  a sort  of  smutty  surface  and  will  discolor  slightly  the  delicate  shades 
of  colored  ink.  Under  these  conditions  it  is  advisable  to  nickel  or  silver  plate  the 
electrotype. 

No  first-class  printer  will  run  type  through  the  press  if  the  edition  exceeds  more 
than  a few  thousand. 

Electrotypes  or  stereotypes  should  always  be  used,  and  generally  must  be  used. 

The  electrotype  or  stereotype  admits  of  endless  duplication,  and  permits  of  several 
presses  upon  the  same  job. 

All  book  and  catalogue  matter  should  be  electrotyped,  and  the  electrotypes  care- 
fully preserved.  At  any  time  another  edition  can  be  printed  without  any  extra  ex- 
pense for  composition. 

Even  small  work  had  better  be  electrotyped,  for  not  only  will  the  printing  be  better 
done,  but  the  duplication  of  the  electrotypes  will  more  than  save  the  cost  of  electro- 
typing  and  press  work. 


512 


FOWLER’S  PUBLICITY 


Safety  demands  the  electrotype,  for  in  no  other  way  can  errors  be  guarded  against. 
If  the  electrot3'pe  is  right  in  the  first  place  it  continues  to  be  right.  Letters  cannot 
drop  out,  and  the  only  thing  that  can  happen  to  it  is  that  some  part  of  it  may  be 
smashed,  but  the  good  pressman  instantly  detects  the  damage. 

Many  a good  unelectrotyped  job  has  been  ruined  by  the  dropping  out  of  a few 
letters,  which  were  either  not  replaced,  or  carelessl}^  replaced  and  transposed. 

Slight  corrections  can  be  made  in  electrotypes  without  much  expense,  but  exten- 
sive corrections  cost  more  than  resetting  and  reelectrotyping. 

To-be-electrotyped  matter  should  be  carefully  read  before  electrot^’ping,  and  the 
customer  should  alwa^'S  see  and  approve  the  final  type  proof,  and  further  than  that, 
if  the  work  is  important,  he  should  see  and  approve  the  electrotype  proof. 

A book  can  be  set  and  electrotyped  in  pages,  and  folioed  afterward,  at  the  nominal 
expense  of  about  ten  cents  per  page.  This  occasionally  saves  time  sufficient  to  justify 
the  additional  cost. 

Where  there  is  a possibility  of  a second  edition  of  the  same  work,  the  customer  or 
printer  should  insure  the  plates  against  damage  or  loss  by  fire.  He  should  insure 
not  only  the  cost  of  making  the  electrotypes,  but  the  expense  of  resetting  the  type, 
as  the  risk  value  of  electrotypes  is  reckoned  by  what  it  will  cost  to  reproduce  them 
and  to  reproduce  the  matter  they  were  taken  from. 

First-class  printers  carry  type  which  is  never  printed  from,  and  is  used  exclusively 
for  electrotype  work.  This  type  is  necessary  for  good  press  work,  as  faces  which 
have  been  printed  from  lose  their  sharp  and  distinct  outlines. 

Electrotypes  should  not  be  made  of  high-grade  half-tone  cuts,  because  the  surface 
of  a half-tone  cut  is  so  smooth  that  the  electrotype  of  it  will  not  print  as  well  as  will 
the  original. 

It  is  not  generall}'  known  that  b}^  electrotyping  from  one  electrotype  to  another, 
making  each  electrotype  from  the  last,  it  is  possible  in  time  to  produce  an  absolutely 
smooth  surface,  no  matter  how  open  the  original  matter  may  have  been. 

The  original  cut,  whether  it  is  of  wood  or  of  process,  or  the  first  electrotype  made 
from  it,  should  be  sent  to  the  electrotyper  each  time  electrotypes  are  desired,  and  if 
the  electrotype  is  of  ty'pe  or  other  combination  matter  an  electrotype  should  be  se- 
lected from  the  lot,  after  careful  inspection,  to  be  used  as  the  pattern  cut.  To  dis- 
tinguish it  from  the  others  it  is  well  to  mark  it  with  a big  “ P,’’  or  with  the  word 

Pattern  ” stamped  on  one  of  the  sides  or  ends,  and  not  on  the  bottom.  By  this 
method  the  last  electrotype  will  be  just  as  good  as  the  first  one. 

A number  of  mercantile  houses  have  their  stationery  and  other  printed  matter 
carefully  and  satisfactorily  set  in  the  first  place,  and  then  electrotyped,  and  duplicates 
of  that  electrotype  always  used  in  the  printing. 

This  method  insures  uniformity,  is  a safeguard  against  mistakes,  saves  proofread- 
ing, and  gives  a better  result  than  can  the  resetting  of  the  job  each  time. 

Business  houses  operating  in  the  smaller  places  where  the  local  printer  can  do  press 
work,  and  yet  does  not  carry  a large  assortment  of  t}'pe,  may  find  it  desiralDle  to  have 


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513 


their  matter  set  in  some  large  city  ofl'icc,  the  country  printer  to  do  the  printing  from 
an  electrotype. 

No  matter  how  well  equipped  a composing  room  of  a publication  may  be,  the  best 
results  will  be  obtained  in  advertising  by  setting  the  advertisement  in  some  large  job 
olfice,  and  furnishing  the  publication  with  an  electrotype.  In  this  way  a better  typo- 
graphical appearance  is  given,  and  the  advertisement  has  the  advantage  of  being 
ditferent  from  the  typographical  style  of  the  publication. 

Unless  orders  are  given  to  the  contrary,  the  advertiser  had  better  use  the  medium 
grade  of  wooden  bottom  electrotypes  for  his  ordinary  advertisements. 

The  so-called  ‘‘Celluloid  Electrotype”  has  the  advantage  of  lightness,  and  reduces 
the  cost  of  mailing,  but  the  fact  that  very  few  printers  and  publications  care  to  use  it 
indicates  that  it  is  not  satisfactory. 

In  mailing  electrotypes  to  the  advertising  agent,  the  publisher,  or  to  the  printer, 
always  write  the  name  and  address  of  the  sender  on  the  outside  of  the  package,  and 
pay  postage  at  the  rate  of  one  cent  an  ounce  or  fraction  thereof. 

Securely  tie  the  package,  but  do  not  seal  it,  or  tack  it  together,  for  if  this  is  done, 
the  cost  of  postage  is  double. 

At  the  same  time  the  electrotype  is  mailed,  always  send  to  the  receiver  a proof  of 
the  electrotype,  and  upon  the  proof,  or  upon  a sheet  attached  to  it,  write  “ This  elec- 
trotype sent  you  by  mail.”  Some  advertisers  prefer  to  number  their  electrot3'pes, 
and  to  refer  to  them  by  number,  but  the  use  of  the  proof  is  the  safest  and  best  way. 
With  the  proof  send  explicit  instructions,  stating  whether  the  advertisement  is  for  a 
change  or  to  occupy  new  space.  If  for  a change  it  is  only  necessary  to  sa}',  “ En- 
closed find  proof  of  electrotype  mailed  to-day  to  occupy  same  space  and  position  as 
present  advertisement.”  This  way  is  simple,  and  if  any  mistake  is  made  the  sender 
is  not  responsible  for  it. 

If  the  electrotype  is  for  a new  space  or  position,  or  for  an  advertisement  separated 
from  the  one  running  under  an  existing  contract,  the  new  conditions  should  be 
specified. 

Instructions  should  alwa}’s  be  copied  in  the  letter  book,  and  if  man}"  are  sent  out  a 
separate  letter  book  should  be  kept  for  the  purpose. 

Electrotypes,  stereotypes,  and  cuts  of  every  kind  must  be  most  carefully  packed. 
Always  place  over  the  face  two  or  three  thicknesses  of  blotting  paper  or  pasteboard, 
and  be  sure  that  this  covering  comes  over  the  edjje  of  the  face.  Do  not  send  matter 
of  this  kind  without  a wrapping  covering  it  entire!}",  and  tie  it  securely. 

One  of  the  best  and  easiest  ways  is  to  cover  the  face  and  edges  with  a few  thick- 
nesses of  blotting  paper  or  pasteboard,  and  then  to  bimdle  the  whole  affair  up,  wrap- 
ping around  it  not  less  than  six  to  ten  sheets  of  ordinary  newspaper,  making  a sort  ot 
cushion  for  the  bundle.  This  protects  the  matter,  and  prevents  it  from  being  injured 
by  the  mailing  clerk  who  may  throw  it  across  the  room,  or  strike  it  against  some 
hard  surface.  This  soft,  cushiony  covering  allows  the  string  to  torce  its  way  into  the 
folds,  and  prevents  it  from  slipping  over  the  corners. 


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514 

Either  tie  a card  to  the  bundle,  or  plainly  write  upon  the  bundle  itself;  but  if  the 
directions  are  written  upon  the  bundle,  smooth  packing  paper  must  be  used  for  the 
outside  wrapping,  or  else  a slip  must  be  pasted  thereupon. 

This  package  does  not  look  well,  but  it  arrives  in  safety,  and  is  far  better  and  more 
economical  than  packing  the  matter  like  a piece  of  wedding  cake  in  a pasteboard 
box. 

If  more  than  one  electrotype  is  sent  at  a time  the  faces  must  not  touch  each  other. 
It  is  a good  plan  to  wrap  each  electrotype  up  separately  and  then  to  make  a bundle 
of  the  lot,  the  faces  to  be  inside. 

Electrotypes  should  never  be  kept  with  their  faces  together,  and  their  faces  should 
not  be  touched  with  any  hard  substance. 

It  is  advisable  to  keep  electrotypes  in  an  electrotype  cabinet,  which  can  be  pur- 
chased at  any  electrotype  foundry,  or  upon  shelves  constructed  for  them. 

If  electrotypes  are  placed  one  upon  the  other,  a piece  of  blotting  paper  or  card- 
board should  be  always  placed  between. 

Remember  that  an  electrotype  is  not  a piece  of  boiler  iron,  and  that  if  it  is  good  at 
the  start  it  must  be  kept  in  good  condition  by  care. 

Electrotypes  can  be  made  in  a single  day,  if  the  order  is  placed  early  in  the 
morning,  but  more  time  should  be  given  if  possible,  as  electrotyping  should  not  be 
hurried. 

In  ordering  electrotypes  tell  the  electrotyper  the  purposes  that  they  are  to  be  used 
for,  and  request  him  to  furnish  the  kind  wanted. 


Stereotypes 

“ As  quick  as  a wink  we  make  ’em  ” 


TEREOTYPING  is  the  original  method  of  duplication. 

Its  process  is  as  simple  as  cutting  two  patterns  alike  by  using  two 
sheets  of  paper  at  the  same  time. 

The  form  to  be  stereotyped,  whether  it  is  an  illustration  or  type 
matter,  has  an  impression  made  of  it  in  plaster  or  papier  mache,  and 
into  this  matrix  or  mold,  as  soon  as  it  sets  or  dries,  is  poured  molten  type  metal. 
When  it  is  cool  it  is  removed  from  the  mold  and  backed  with  wood  or  more  metal. 

The  method  of  casting  a stereotype  is  mechanically  the  same  as  that  of  casting  stove 
lids  or  flatirons. 

Stereotyping  is  a very  rapid  process,  and  the  time  required  has  been  reduced  to 
four  minutes. 

Formerly  Plaster  of  Paris  was  used  for  the  mold,  but  now  the  greater  proportion  of 
all  stereot3’pes  is  cast  in  the  papier  mache  matrix. 

Except  in  color,  the  stereoU’pe  looks  like  the  electrotype. 

Stereotypes  should  not  be  used  by  the  advertiser,  as  they  are  not  serviceable,  and 
do  not  reproduce  the  fine  lines  and  clean-cut  impressions  of  the  electrot^'pe. 

Type  matter  and  coarse  and  outline  illustrations  can  be  stereotyped  and  success- 
fully printed,  but  it  is  impossible  to  stereotype  the  better  class  of  illustrations. 

Stereotyping  is  largely  confined  to  the  large  daily  papers,  which  are  never  printed 
from  type,  this  process  saving  the  wear  of  the  type  and  admitting  of  the  rapid  dupli- 
cation necessar\'  to  enormous  editions,  where  several  presses  are  running  the  same 
matter  at  the  same  time. 

Occasionally,  and  where  neither  finely  faced  type  nor  illustrations  are  used,  and 
where  time  is  a prime  object,  the  stereotype  can  be  brought  into  practical  use  in  the 
duplicating  of  advertising  matter,  but  eflbrt  should  be  made  to  avoid  it. 

The  advocate  of  the  stereotype,  as  opposed  to  the  electrotype,  may  claim  that  the 
stereotype  is  as  serviceable,  because,  whether  the  advertisement  is  printed  from  type, 
electrotype,  or  stereotype,  the  newspaper  prints  it  from  a stereotyped  form.  So  it 
does,  but  the  better  the  original,  the  better  the  stereoty’pe  result. 

A better  stereotype  can  be  made  from  a good  electroty’pe  than  can  be  made  from  a 
stereotype. 

The  use  of  the  stereotype  as  an  original  or  pattern  cut  is  to  be  strongly"  condemned. 


5J5 


FOWLER’S  PUBLICITY 


516 

Comparatively  few  publications  except  newspapers  print  from  stereotype  plates, 
and  those  of  smaller  circulation  print  directly  from  type  and  from  the  electrotypes 
furnished  by  the  advertiser. 

A stereotype,  no  matter  how  well  made,  is  easily  damaged,  and  will  not  furnish  one 
fifth  as  many  good  impressions  as  the  fair  electrotype. 

The  use  of  the  papier  mache  matrix  can  properly  be  considered  in  this  department. 

Efibrts  are  being  made  to  furnish  advertisers  with  a matrix  of  their  advertisements, 
the  advertisers  sending  the  matrix  to  the  publications.  This  method  is  economical, 
for  the  publication  then  bears  the  expense  of  making  the  plate;  but  as  a great  man}^ 
offices  are  not  prepared  to  make  plates,  and  as  the  papier  mache  matrix  is  likely  to 
be  damaged,  and  its  alignment  cannot  equal  the  electrotype  mold,  this  way  of  doing 
it  has  not  become  common  and  is  not  likely  to  be  desirable. 

The  furnishing  of  matrix  pages  for  the  reading  matter  of  publications  is  already  a 
success,  for  conditions  favor  this  method;  and  yet  this  process  does  not  respond  to  the 
advertisement  side  of  reproduction. 

The  making  of  stereotype  plates  instead  of  electrotype  plates  of  advertisements 
does  not  save  the  advertiser  a sufficient  amount  to  justify  their  use,  and  would  not 
even  if  the  stereot3'pes  were  twice  as  serviceable  and  efi'ective  as  they  are. 

It  is  obvious  that  there  would  be  no  stereot}'ping  even  by  newspapers  if  the  process 
of  electrotyping  were  as  economical  and  as  rapid. 

Stereotypes  are  used  simpl}'  when  it  is  neither  advisable  nor  possible  to  use  elec- 
trotypes, but  electrotypes  are  always  to  be  preferred,  even  at  the  extra  cost,  when 
conditions  permit. 

As  a matter  of  fact  the  advertiser  or  the  user  of  printing  has  little  or  no  use  for  the 
stereotype,  and  this  department  is  really  given  more  for  completeness,  and  as  a warn- 
ing, rather  than  to  illustrate  the  limited  advantages  of  stereotyping. 


Personal  Publicity 

“ Don’t  advertise  your  own  conceit  ” 

DVERTISE  the  goods  for  sale  and  not  the  folks  who  sell  them. 

Perhaps  the  writer  said  this  somewhere  else  in  the  book,  but  it  is 
important  enough  to  be  resaid. 

Everybody  is  conceited.  Regulated  conceit  is  almost  as  profitable 
as  proper  self-respect.  The  conceit  that  injures  is  the  conceit  un- 
recognized by  him  who  has  it,  and  recognized  by  all  those  who  see  him. 

The  name  of  Barnum  is  synonymous  with  “ humbug  ” or  ‘‘  circus,”  and  because  it 
stands  for  a show,  is  sufiicient  reason  for  the  advertising  of  the  showman’s  identity. 

There  cannot  be  any  objection  to  the  use  of  the  picture  of  the  actor,  actress, 
lecturer,  candidate,  author,  authoress,  acrobat,  or  of  any  prominent  or  notorious 
character,  for  they  are  for  sale;  and  because  they  are  for  sale,  they  have  a right  to 
advertise  themselves. 

The  seller  of  goods  is  not  for  sale.  He  is  the  salesman  of  what  he  sells.  He  must 
advertise  his  goods,  and  he  must  not  advertise  himself. 

No  attempt  is  made  to  depreciate  the  advertising  value  of  reputation  and  experi- 
ence, and  there  is  no  objection  to  the  prominent  use  of  the  firm  name  where  the  firm 
has  a sufficient  standing  to  make  its  name  a part  of  its  merchandise;  but  there  are 
few  concerns  sufficiently  conspicuous  in  a business  way  to  justify  more  than  a very 
limited  amount  of  personal  advertising. 

Assuming  that  a firm  has  a reputation  for  honest  dealing,  or  for  bargains,  or  for 
an^^thing  else,  there  is  some  sense  in  heavily  advertising  the  name;  but  there  never 
was  any  excuse,  except  in  the  advertising  of  public  characters,  for  more  space  being 
used  for  the  name  than  for  the  things  presented. 

In  standing  out  boldly  and  unquestionably  for  the  principle  of  advertising  the  goods 
sold  and  not  those  who  sell  them,  the  writer  is  aware  that  he  is  forcing  an  opinion 
antagonistic  to  a number  of  retailers  and  wholesalers  who  are  laboring  under  the 
delusion  that  it  is  better  to  keep  the  name  of  the  firm  before  the  public,  rather  than 
the  name  of  the  goods.  The  writer  must  admit  that  this  kind  of  advertising  has  paid, 
but  there  is  no  authentic  record  of  its  paying  better  or  as  well  as  the  regular  adver- 
tising of  goods. 

Even  the  circus  poster  gives  three  quarters  of  its  space  to  unnatural  history  and  to 
pictures  of  impossible  performers  of  never-attempted  feats,  because  the  picture  of 
what  somebody  is  doing  is  the  picture  that  people  look  at,  and  because  it  shows  what 


FOWLER’S  PUBLICITY 


518 

is  supposed  to  be  for  sale.  The  name  is  added  that  it  may  give  reputation  to  the 
picture. 

Ninety  per  cent,  of  the  great  advertisers  advertise  their  goods  more  prominently 
than  themselves,  and  with  this  successful,  living,  acting  argument  forever  staring 
ever}'  advertiser  in  the  face,  it  is  difficult  to  understand  why  so  many  advertisers  ad- 
vertise themselves  more  than  the  goods  they  sell,  when  the  advertisers  are  not  for 
sale  by  the  yard,  dozen,  or  quart. 

Barnum  and  professional  men  have  an  excuse  for  the  billing  of  their  pictures,  but 
there  never  was  a reasonable  reason  for  the  use  of  a merchant’s  picture,  or  for  the 
picture  of  anybody  who  is  not  for  sale. 

Most  of  the  men  who  are  proud  of  their  faces,  and  place  their  faces  everywhere, 
have  the  kind  of  faces  that  only  the  owners  appreciate. 

Comparatively  few  intelligent-looking  men  ever  use  their  faces  for  advertising  pur- 
poses. The  advertiser  has  not  his  face  for  sale  partly  because  nobody  would  buy  it 
if  he  had;  yet  many  of  them  print  their  faces  on  their  billheads,  on  their  business 
cards,  on  their  circulars,  on  their  posters,  and  even  in  the  newspapers. 

The  only  face  that  does  not  smile  the  smile  of  ridicule  when  it  faces  the  advertising 
face  is  the  face  of  the  face  of  the  face  advertiser. 

Imagine,  if  one  can,  the  deformed  intellect  of  the  mental  monstrosity  who  can 
make  himself  believe  that  the  picture  of  his  face  will  make  people  believe  that  the 
goods  he  sells  are  better  on  account  of  his  personal  appearance. 

If  the  merchant  wovdd  advertise  a face,  or  v;se  a face  for  a trade-mark,  it  is  sug- 
gested that  he  had  better  buy  a good-looking  face  or  have  a face  made  for  him,  that 
the  face  may  represent  a character  and  not  an  individual. 

It  would  be  far  more  sensible  for  the  shoe  man  to  show  a portrait  of  his  feet,  or  for 
the  oatmeal  man  to  illustrate  the  inside  of  his  stomach,  or  for  the  dealer  in  vacuum 
lights  to  present  the  inside  of  his  head,  than  it  can  be  to  attempt  to  illustrate  the  value 
of  goods  or  to  attract  attention  to  those  goods  by  the  printing  of  a face  that  defaces 
the  face  of  advertising. 

It  has  been  said  that  the  printing  of  the  merchant’s  face  familiarizes  the  public  with 
that  face,  and  because  it  does  so  the  public  is  more  likely  to  buy  of  the  face  adver- 
tiser. There  is  no  doubt  that  the  public  will  know  the  face  if  the  picture  ol  it  looks 
like  him,  but  the  little  good  that  this  face  advertising  does  is  more  than  offset  by 
public  disgust. 

The  advertiser  should  never  put  himself  before  the  unknown  public  so  that  the 
public  can  misjudge  him  by  his  personal  appearance. 

There  is  no  standard  of  personal  beauty,  and  until  there  is  and  the  people  accept 
it,  and  the  advertiser  can  fill  it,  he  had  better  keep  his  lace  out  of  the  advertising. 

There  is  no  objection  to  the  use  of  portraits  in  illustrated  newspaper  articles, 
where  opportunity  is  given  to  print  them  well,  and  where  the  text  justifies  their  use. 

Every  man  has  a right  to  prominence,  and  it  is  perlcctly  legitimate  for  him  to  buy 
publicity;  but  he  should  not  mistake  notoriety  for  prominence. 


I’ERSONAL  PUBLICITY 


519 


If  a man  knows  an3’thin<2;,  and  pcojdc  are  slow  to  Ihul  it  out,  it  is  legitimate  for  him 
to  pay  the  newspapers  or  somebody  else  to  inform  the  publie  of  his  ability,  lor  the 
right  kind  of  personal  advertising  will  do  him  good;  but  even  the  best  of  it  is  not 
likely  to  sell  as  many  of  the  goods  he  makes  as  would  the  good  advertising  ol  those 
goods. 

Personal  advertising  should  be  charged  to  the  vanity  or  self-respect  account,  and 
should  not  be  taken  out  of  the  regular  advertising  appropriation. 

If  most  of  the  personal  advertisers  would  be  honest  with  themselves,  comparatively 
few  of  them  would  need  to  set  aside  a record  page  for  self-respect  entries.  They 
would  charge  it  all  to  the  vanity  and  conceit  department. 

If  a man  deserves  to  be  prominent  in  his  business  he  can  gain  public  recognition 
quicker  by  making  his  business  prominent  than  by  attempting  personal  publicity. 

No  advertiser  who  advertises  himself  with  his  goods  ever  becomes  prominent.  He 
simply  gains  notoriety,  and  notoriety  outside  of  the  variety  stage  and  circus  has  little 
commercial  value. 

Nothing  in  this  department  must  be  taken  as  derogatory  to  the  creation  of  reputa- 
tion or  to  the  proper  advertising  of  it,  but  such  advertising  must  be  done  with  dignity 
and  not  with  pictures. 

The  creator  is  not  as  great  as  the  created  because  the  greatness  of  the  creator  de- 
pends upon  the  greatness  of  the  created,  and  the  created  develops  b}^  the  power  given 
it  by  the  creator;  it  therefore  adds  to  itself  something  of  its  own  creation.  The 
creator  is  an  individual,  the  created  is  composite. 

No  man  is  as  great  as  the  business  he  has  made. 

He  who  would  make  himself  greater  than  he  is  loses  a part  of  the  greatness  he 
has,  and  he  who  would  make  his  works  great  has  given  to  him  all  the  greatness  that 
belongs  to  him. 

The  man  who  advertises  his  business  finds  himself  prominent,  and  the  man  who 
advertises  himself  finds  himself  notorious. 

Sense,  decenc}',  propriety,  logic,  principle,  and  success  suggest  that  the  to-be-sold, 
and  not  the  seller  of  it,  be  advertised. 

Mercantile  business  is  not  theatrical  nor  circus-like,  nor  is  it  political.  It  is  simply 
a method  of  selling  something  for  more  than  the  price  paid  for  it.  Its  success  de- 
pends upon  hard  quality  and  business  generalship,  and  has  nothing  whatever  to  do 
with  the  face  or  anj^  other  physical  or  mental  condition  of  the  seller  be\'ond  his 
reputation  and  ability,  not  as  an  individual,  but  simply  as  the  maker  or  seller  of  what 
he  has. 


Good-Will 


“ The  will  of  good-will  will  conquer  everything” 


factory  may  burn  to  ashes, 
le  salesman  may  change  his  base, 
le  store  may  move  and  re-move. 

le  members  of  the  firm  may  die  and  generations  of  sons  take  their 
places. 

day  is  to-morrow  may  not  be. 

Change  is  an  immutable  law  of  nature  and  of  business  too. 

Permanency,  in  nearly  everything,  is  more  apparent  than  real. 

Good-will  lasts  forever. 

The  great  intrinsic  and  unapproachable  value  of  advertising  is  in  the  good-will  of  • 
it,  — that  mysterious  something  that  never  dies  and  can  never  be  taken  away  from  its 
objects. 

Material  things  change,  but  the  good  of  advertising  never  changes  as  long  as  there 
is  something  for  it  to  work  with. 

The  inertia  of  motion  gives  power  its  profitable  strength  and  practically  creates 
something  from  that  which  has  passed. 

The  fly  wheel  of  the  great  engine  does  not  give  power  to  the  engine,  but  steadies 
its  energy  and  carries  the  crank  over  the  dead  centers. 

The  good-will  of  advertising,  set  in  motion  by  good  advertising,  carries  the  busi- 
ness even  beyond  the  business. 

The  men  with  you  can  leave  you  and  enter  the  opposition  and  carry  with  them 
their  individual  trade. 

Men  are  but  persons,  and  their  value  is  limited  to  their  individual  personalities. 

When  they  leave  you  they  leave  a gap  which  you  may  and  may  not  be  able  to  fill. 
You  know  they  have  gone,  and  so  do  the  people  they  meet.  Good  advertising  cannot 
be  afl'ected  by  individual  eonditions.  Its  motion  continues  after  you  have  gone,  and 
as  long  as  your  successors  continue  in  the  business  there  is,  throughout  the  entire 
atmosphere  that  your  advertising  has  permeated,  a good-will  that  lives  as  long  as  it  is 
taken  care  of. 

You  can  take  away  your  progressive  methods  by  stopping  them.  You  can  lose 
your  salesmen.  You  can  change  your  location.  But  you  cannot  discharge  or  lose 
the  good-will  of  advertising  so  long  as  you  continue  to  advertise. 


That  which  to- 


520 


GOOD-WILL. 


521 


Your  investment  in  good  salesmen,  and  in  a good  loeation,  is  snbjeet  to  the  llnetna- 
tions  of  eonditions,  but  the  good  of  yonr  good  advertising  is  so  distributed,  so  broad, 
so  general,  that  no  enemy  ean  take  it  all  away  from  yon,  beeanse  he  eanm^t  hire  it  from 
yon  as  he  can  yonr  salesmen  or  yonr  loeation. 

Nearly  every  sneeessfnl  commodity  owes  its  permanency  to  the  good-will  of  ad- 
vertising, and  many  an  advertiser  has  so  tilled  the  world  of  his  trade  with  this  kind 
of  good-will  that  his  business  continues  long  after  him. 

The  experience  of  every  sneeessfnl  man  of  business  proves  conclnsivcly  that  the 
only  thing  3'on  cannot  take  away  from  his  business  is  the  good-will  of  that  business, 
and  ever}"  thinking  business  man  gives  to  advertising  the  credit  for  the  creation  of  that 
<rood-will. 

O 

Other  manufacturers  can  make  the  same  thing  that  yon  make,  and  can  hire  the 
same  men  that  yon  have  hired,  and  can  locate  on  the  same  street,  and  can  conquer 
}’on,  if  yon  have  not  the  good-will  of  the  people  back  of  yon. 

Yon  can  produce  good-will  without  advertising,  but  you  cannot  make  so  much  of 
it.  All  other  methods  for  producing  it  are  limited  in  extent,  and  expensive.  Adver- 
tising is  the  easiest  and  the  most  natural  and  the  most  economical  maker  of  business 
good-will. 

Thousands  of  men  have  tried  to  get  along  without  it,  and  have  failed.  Thousands 
of  business  men  have  got  along  with  it  and  have  succeeded. 

Is  the  good-will  of  advertising  worth  having?  Ask  the  men  of  success.  Do  not 
gauge  your  action  by  the  men  of  failure,  or  b}"  the  few  exceptions  to  an  almost  uni- 
versal rule  of  profit. 

Establishment  and  good-will  are  S}’nonymous  and  have  as  definite  a market  value 
as  has  merchandise. 

Pardon  the  expression,  but  there  are  houses  that  you  cannot  drive  trade  away  from 
with  a club,  because  the  trade  is  established,  and  because  it  is  stimulated  and  held 
together  b}"  good-will. 

Create  this  good-will,  if  }’ou  will,  by  any  method  at  your  command,  and  do  not  use 
advertising  if  you  can  find  a better  and  a cheaper  one.  There  may  be  one,  but  finan- 
cial discoverers  have  not  found  it,  and  until  they  do,  give  to  advertising  what  belongs 
to  advertising,  and  use  advertising  as  others  have  used  it,  with  success. 

The  favorable  impression  that  advertising  creates  is  loaded  with  good-will,  and 
good-will  makes  business  and  holds  business. 

The  good-will  of  advertising  lifts  }’our  house  from  the  humidity  of  a fogg}'  atmos- 
phere into  the  clear  and  invigorating  air  of  success. 


Appearances 

“ You  must  see  the  outside  — you  may  see  the  inside 


PPEARANCEwS  may  be  deceitful. 

Beauty  may  be  but  painted  surface. 

Intrinsic  value  may  set  the  price  of  everything. 

Quality  and  permanency  may  be  founded  upon  the  rock  of  realit}-. 
Theoretically,  scientifically,  and  physically,  that  which  a thing  is 
makes  that  thing;  and  by  fact  and  reason,  the  real  in  the  strength  of  its  reality,  and 
not  merely  the  appearance  of  it,  controls  the  standard  of  value. 

But  commercially,  what  a thing  seems  to  be,  as  well  as  what  a thing  is,  sells  that 
thing. 

So  long  as  the  outside  is  outside,  and  the  inside  is  inside,  and  folks  must  see  the 
outside  before  they  can  see  the  inside,  and  since  they  may  never  see  the  inside,  the 
inside  must  be  commercially  reckoned  by  the  appearance  of  the  outside. 

Finish,  polish,  and  practically  everything  used  to  represent  intrinsic  value  are  but 
surface  decorations,  and  without  them  the  goods  would  not  be  readily  salable,  if 
salable  at  all. 

Morally,  the  inside  is  of  paramount  importance,  and  the  outside,  or  the  reflection 
of  the  inside,  is  a secondary  consideration;  but  even  in  this  field  it  is  extremely  ditfi- 
cult  for  a good  man  to  look  like  a bad  man,  or  for  a bad  man  to  look  like  a good  man. 

Appearances  count  everywhere,  from  the  church-door  welcome  to  the  family  fire- 
side, and  from  the  brakeman  to  the  president  of  the  railroad. 

The  salable  side  of  wall  paper  is  the  outside  of  it,  and  the  ornamental  veneer  of 
the  piano  gives  commercial  value  to  the  instrument  even  if  it  does  not  sweeten  and 
intensify  the  vibration  of  the  chords. 

The  polish  is  always  on  the  outside  of  the  furniture,  and  the  beauty  is  on  the  out- 
side of  the  silverware,  and  the  seams  are  on  the  inside  of  the  trousers,  and  the  unfin- 
ished side  on  the  inside  of  the  fabric. 

The  good  of  art,  beauty,  harmony,  and  those  things  which  make  this  life  brighter,  is 
as  much  dependent  upon  the  appearance  as  upon  the  substance. 

In  the  serving  of  the  meal  is  the  appetizing  quality  of  it. 

Common  food,  pleasantly  served,  looks  better,  sells  better,  and  digests  better,  than 
higher  class  viands  carelessly  presented. 

As  a man  thinks,  often  he  is. 


S22 


APPKARANCICS 


523 


As  a thing  seems  to  be,  often  it  is  commereially. 

The  best,  poorly  presented,  may  be  less  salable  than  the  poor  well  presented. 

First  impressions  are  created  by  appearances,  and  first  impressions  go  a long  way 
in  the  purchasing  of  goods. 

iNIany  a buyer  who  has  been  thinking  for  weeks  or  months  about  buying  makes  up 
his  mind  instantaneously  to  buy  or  not  to  buy  on  the  first  appearance  of  the  wished- 
for  article. 

It  the  appearance  of  the  goods  is  right,  half  the  selling  battle  has  been  won. 

Intrinsic  value  of  ungainly  appearance  has  hard  work  to  sell  itself  unless  the  preju- 
diced biu'cr  is  forced  to  dig  beneath  the  surface  of  the  outside.  Forcing  costs 
money. 

Practically  everything  is  purchased  because  of  the  appearance  of  the  outside  of  it, 
or  because  the  appearance  creates  the  favorable  impression  necessary  to  prompt  further 
investigation. 

Dusty  goods  of  the  kind  that  dust  cannot  injure  may  be  as  valuable  as  clean,  dust- 
less goods,  but  they  will  not  sell  as  well. 

The  price  of  everything  depends  upon  what  can  be  obtained  for  it,  and  the  appear- 
ance of  it  assists  in  giving^  value. 

The  appearance  of  business  means  business. 

Buyers  have  not  time  to  bore  far  beneath  the  surface,  and  in  their  hurry  they  will 
judge  by  appearances  first,  and  then  investigate  by  examination. 

Appearance  suggests  examination,  but  examination  will  not  be  suggested  without 
appearance.  Unreflected  intrinsic  value  may  be  valueless. 

Dingy  stores  do  business,  and  badly  arranged  offices  succeed,  but  the  world  over 
the  majority  of  stores  and  offices  of  pronounced  success  are  those  in  which  neatness 
and  harmony  reign,  with  the  good  appearing  to  be  as  good  as  it  is. 

The  method  observing  is  as  important  as  the  quality  of  the  article  served. 

The  appearance  of  the  advertisement  is  a part  of  the  advertisement’s  value. 

The  advertisement  must  appear  to  be  honest  if  it  is  honest,  or  it  might  as  well  be 
dishonest. 

The  advertisement  must  appear  to  be  progressive  if  it  is  progressive,  or  it  might 
as  well  be  old-fashioned. 

The  advertisement  must  appear  to  represent  the  business,  in  size  and  quality,  or  the 
business  will  be  estimated  by  the  bad  advertisement  of  it. 

Have  all  the  intrinsic  value  obtainable,  and  ever  strive  to  make  the  goods  better; 
but  do  not  forget  that  there  is  little  good  in  unknown  good,  and  that  in  good  goods, 
good  appearance,  good  surroundings,  and  good  advertising  is  the  success  of  business. 

Forever  strive  to  create  an  appearance  satisfactory  to  the  public,  and  to  remember 
that  the  appearance  which  suits  the  advertiser  may  not  suit  others,  and  that  so  long 
as  others,  and  not  the  advertiser,  are  the  customers,  the  appearance  of  the  advertiser, 
of  his  clerks,  of  his  goods,  and  of  his  methods,  must  be  acceptable  to  those  who  will 
or  will  not  buy  of  him — largely  as  he  may  elect. 


Sales  and  Sellers 


“ To  sell  or  not  to  sell  ” 

HE  climax  of  all  trading,  the  one  object  in  everlasting  view,  the  direc- 
tion of  every  part  of  business  conduct,  the  grand  finish  of  business,  the 
one  vital  part  of  all,  is  the  sale. 

■ If  there  is  something  to  sell  that  something  must  be  sold. 

If  that  for  sale  must  be  sold  there  must  be  method  of  selling  it. 

If  there  must  be  method  of  selling,  then  that  which  is  the  most  economical,  the 
most  progressive,  and  the  most  successful  in  profit  making  is  the  one  which  should 
be  used. 

The  method  of  selling  is  composite,  comprising  everything  leading  up  to  the  sale 
and  including  advertising. 

It  has  been  said  that  advertising  does  not  sell  goods,  and  that  the  man  who  expects 
unaided  advertising  to  run  his  business  will  find  himself  run  out  of  business. 

Advertising,  volume  for  volume,  inch  for  inch,  need  have  nothing  more  to  do 
with  the  selling  of  goods  than  has  the  shirt  on  the  back  of  the  office  boy  or  the  polish 
on  the  top  of  the  counter. 

The  link  of  advertising  is  but  one  link  of  the  five-link  chain  of  business,  and  as 
each  link  depends  on  all  the  other  links  the  relative  importance  of  any  one  link  need 
not  be  considered. 

Advertising  is  the  master  of  ceremony,  the  natural  introducer,  the  stimulator,  and 
the  all-around  medium  for  the  preliminary  introduction  of  the  customer  to  the  goods, 
and  an  assistant  before  the  sale. 

The  salesman  is  the  direct  means  of  selling. 

The  quality  of  the  goods  and  the  demand  for  them,  fundamental  as  they  may  be, 
do  not  and  cannot  take  the  place  of  the  salesman. 

Cheap  pictures,  brass  watches,  clocks  that  stop,  hair  dye,  mustache  growers,  illegit- 
imate compounds,  and  other  articles  characterless  and  qualityless,  may  be  sold 
directly  by  advertising,  but  ninety-nine  and  nine  tenths  of  everything  sold  is  sold  by 
the  combination  of  the  five  essentials,  advertising  being  but  one  ot  them. 

This  book  is  not  for  the  man  of  transient  business,  and  all  in  it  is  intended  for  the 
man  of  present  and  future  who  is  striving  as  much  for  the  sales  of  to-morrow  as  for 
the  sales  of  to-day,  and  who  believes  that  tlie  balance  of  profit  is  in  the  balance  of 
every  department  of  business,  even  to  the  equipoise  of  successful  nicety.  This  man 


524 


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525 


/ 

/ 


makes  ad\’crtisin<jf  do  advertising’s  work,  (]iiality  do  (juality’s  work,  and  turns  to  the 
salesman  as  the  eonsummator  of  the  sale. 

The  greater  part  of  unsuccessful  business  and  of  advertising  failure  may  be  placed 
upon  the  shoulders  of  the  proprietor  and  the  salesman. 

d'he  best  of  advertising  with  the  poorest  of  salesmen  will  be  as  unprotitable  as  the 
best  of  salesmen  with  the  poorest  of  advertising. 

The  successful  salesman  must  be  inwardly  and  outwardly  in  harmony  with  the 
goods  he  sells.  Inwardly  he  must  know  what  he  has,  and  outwardly  he  must  not 
appear  in  objectionable  contrast  to  that  which  he  is  selling. 

A dirt3’-collared,  poorl}'  dressed  man  or  woman  has  no  business  to  take  orders  in 
a laundry  or  to  sell  white  goods.  Such  a seller  should  not  be  allowed  to  sell  any- 
thing unless  it  be  some  dirt  commodity.  A woman  who  can  sell  neckties  b}^  some 
unknown  condition  may  not  be  adapted  to  selling  underwear. 

Mail}-’  a salesman  is  a failure  because  he  is  not  adapted  to  his  work,  when  another 
man  of  one  half  his  capacity  is  a success. 

As  one  cannot  make  his  salesman,  he  must  fit  his  salesman  to  his  work. 

A ham  sandwich  and  a cup  of  coffee  with  a thick  snowy  tablecloth  and  a big 
white  napkin  are  more  appetizing  than  the  daintiest  of  French  viands  served  on  a 
barrel  head. 

If  the  ruby  seller  finds  it  necessar}'  to  show  the  stone  well  set,  or  in  a light  that 
will  present  the  brilliancy  of  its  sparkle,  how  much  more  necessar}’  is  it  that  the 
dealer  in  the  rough  and  coarse  should  displa}’  his  goods  in  the  right  light  and  with 
the  right  surroundings. 

How  much  better  a polished  stove  looks  just  back  of  a handsome  rug  with  a table 
and  three  chairs  around,  than  the  same  stove  appears  among  man}^  stoves  on  a plank 
floor! 

If  women  would  think  that  a dusty  refrigerator  is  as  good  as  one  in  the  neatness  of 
care,  cleanliness  would  not  count,  but  until  that  time  comes  the  dusted  refrigerator 
will  sell  better  than  the  undusted  one. 

The  poorest  brands  of  cigars  often  have  the  handsomest  labels  on  their  boxes,  and 
teach  a valuable  lesson  in  trade  serving. 

A sofa  crowded  among  other  sofas,  dusty  and  perhaps  parti}'  covered  with  pack- 
ing paper,  has  not  the  same  retail  value  as  one  standing  by  itself  where  folks  can  see 
it. 

The  poorer  the  goods,  the  more  necessary  the  good  setting,  but  even  good  goods 
cannot  stand  poor  serving. 

Most  buyers  are  buyers  of  fancy,  and  the  appearance  and  surroundings  of  what  they 
want  have  much  to  do  with  the  buying. 

The  seller  is  not  dishonest  with  the  buyer  when  he  makes  everything  show  as  well 
as  it  can;  if  he  does  not  he  is  dishonest  with  himself. 

Advertising  suggests  to  people  to  call  and  look  at  something  or  to  investigate  it,  and 
in  nine  cases  out  of  ten  first  impressions  count. 


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FOWLER’S  PUBLICITY 


There  is  nothing  from  corkscrews  to  lawn  mowers  which  will  not  sell  better  if 
well  presented. 

Many  an  appetite  iinfelt  has  become  ravenous  at  the  sight  of  the  well-set  dining 
table. 

Did  the  viands  by  their  intrinsic  worth  whet  this  appetite?  No.  It  was  the  appeal 
to  the  taste  made  by  the  table  linen,  the  glistening  glasses,  the  sticks  of  celery,  and 
the  little  green  garnishing  here  and  there. 

The  appetite  for  the  eatable  and  the  desire  for  the  necessity  must  be  whetted  by 
surrounding  conditions. 

The  man  of  no  sentiment  says  that  folks  will  buy  what  he  has  when  they  want  it, 
and  he  refuses  to  present  his  goods  in  the  best  possible  form.  This  man  is  a fool,  and 
sooner  or  later  pays  for  his  folly. 

There  is  competition  in  everything,  and  there  is  no  man  anywhere  whom  people 
want  to  buy  of  as  much  as  he  wants  to  sell  to  them. 

Because  the  merchant  wants  trade  more  than  trade  wants  him  is  the  reason  why 
he  must  go  half  way  after  trade — and  more  than  half  way  — and  prepare  his  goods 
for  trade. 

The  successful  salesman  is  he  who  understands  his  goods  and  understands  his  cus- 
tomers, and  knows  how  to  dovetail  conditions  into  profitable  consummation. 

The  salesman  must  be  assisted  by  all  the  business-bringing  methods  possible,  and 
one  of  the  essentials  of  successful  conditions  is  to  have  the  goods  look  as  well  in 
stock  as  they  look  in  activity. 

The  seller  must  be  familiar  with  his  goods,  and  he  must  be  familiar  with  the  peo- 
ple who  buy  them. 

Before  the  seller  are  the  articles  he  wants  to  sell  and  the  person  he  wants  to  sell  to. 
It  is  his  business  to  well  present  the  goods  and  to  bring  the  customer  into  a receptive, 
buying  mood. 

If  the  seller  is  a gentleman  and  an  expert  in  his  line,  he  may  not  consummate  a 
trade  unless  he  has  back  of  him  favorable  conditions  in  surroundings  and  method  ot 
presentation. 

Advertising  introduces,  but  does  not  create  intimacy.  That  must  be  made  by  sur- 
roundings and  efficiency  of  salesmanship. 

After  the  introduction  comes  the  alliance,  or  the  friendship,  or  the  intimacy,  and 
advertising  cannot  go  beyond  the  introductory  part. 

It  is  the  merchant’s  business,  and  the  business  of  his  salesman,  to  handle  the  mate- 
rial advertising  brings  to  them  to  the  consummation  of  profitable  trade. 

If  advertising  would  do  what  most  business  men  want  it  to  do,  and  what  many 
business  men  say  it  will  do,  half  of  all  business  expense  would  be  unnecessary.  It 
will  not  do  more  than  its  share,  and  until  it  will,  it  is  business  to  begin  where  adver- 
tising leaves  ofi',  or  else  give  up  business. 


Free  Samples 

“ Little  things  of  courtesy  ” 

OMETHING  for  nothing  is  not  business,  but  when  something  repre- 
sents something  else,  it  is  something  for  something,  and  is  not  some- 
thing for  nothing. 

Practice  has  proven  that  one  of  the  best  ways  of  introducing  any- 
thing is  to  send  out  samples  of  it,  provided  the  samples  are  not  expen- 
sive and  the  profit  on  the  article  sufficient  to  justify  the  expense. 

A well-known  article,  as  well  as  a new  one,  may  be  advertised  through  samples, 
and  it  often  pays  the  maker  of  an  established  commodity  to  periodically  re-introduce 
it. 

The  old-fashioned  methods  of  giving  away  cups  of  tea  and  coftee,  and  of  griddle 
cakes  cooked  on  the  premises,  are  conventional,  but  profitable. 

Nothing  attracts  more  attention  than  a neatly  dressed  cook  at  work  in  the  window 
or  store,  practically  illustrating  what  an  article  is  and  how  to  prepare  it. 

It  is  true  that  a proportion  of  the  receivers  care  only  for  the  sample,  but  if  the 
sample  whets  their  appetite,  that  appetite  will  advertise  the  article;  for  the  mouth  is 
one  of  the  most  open  factors  in  trade  bringing  — the  beginning  of  the  argument  which 
reaches  the  stomach. 

Few  people  realize  that  the  line  of  trade  runs  the  entire  distance  of  the  digestive 
tract. 

The  advertiser  who  reaches  the  people’s  stomach  finds  his  advertising  pretty  close 
to  the  pocketbook. 

All  samples  of  eatables  must  be  accompanied  by  printed  matter  giving  the  simplest 
directions  for  cooking. 

O 

The  good  of  almost  everything  eatable  depends  upon  the  attention  given  to  cooking 
it.  Poor  tea  well  brewed  tastes  better  than  good  tea  improperly  prepared. 

The  directions  must  tell  the  best  way  to  cook  the  article,  and  the  result  should  not 
be  sacrificed  to  haste  in  preparing  it. 

Half  the  health  foods  now  on  the  market  are  advertised  to  be  cooked  in  one  half 
the  time  required,  and  the  result  is  that  the  foods  are  not  acceptable  to  those  who 
follow  the  directions  for  preparing  them.  People  do  not  object  to  a little  more  mak- 
ing time,  provided  the  result  is  satisfactory.  No  breakfast  food  or  cocoa  is  half  as 
digestible  or  acceptable  when  cooked  in  a minute  as  it  is  when  kept  upon  the  stove 


527 


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FOWLER’S  PUBLICITY 


from  fifteen  minutes  to  half  an  hour;  and  the  maker  of  these  articles,  who  advertises 
time  saving,  allows  his  advertising  to  depreciate  the  quality  of  the  article. 

A sample  of  anything  to  be  cooked  must  be  of  sufficient  volume  to  properly 
present  the  quality  of  the  article,  and  not  prove  an  annoyance  to  the  receiver.  It 
must  not  be  so  large  that  the  receiver  will  try  to  obtain  many  samples  in  lieu  of  buy- 
ing it,  but  it  must  be  large  enough  to  properl}^  present  its  advantages. 

Samples  must  always  be  attractively  packed. 

The  receiver  thinks  more  of  the  sample  tied  with  red  tape  and  addressed  to  him 
personally  than  of  the  one  poorly  wrapped  and  practically  thrown  at  him. 

The  colored  wrapper  is  always  more  attractive  than  the  common  printed  wrapper. 
Lithography  offers  one  of  the  most  profitable  and  effective  methods  of  producing 
wrappers  of  every  class. 

Never  throw  samples  on  the  doorstep,  or  give  them  away  in  the  street. 

People  value  things  sent  to  them,  and  particularly  if  they  send  for  them. 

A personally  addressed  sample  makes  the  receiver  feel  his  importance  and  in- 
creases the  apparent  value  of  the  sample. 

By  far  the  better  way  of  distributing  samples  is  to  advertise  that  they  will  be  sent 
on  receipt  of  stamp  or  postal  card,  or  that  they  can  be  obtained  by  calling  upon  the 
advertiser. 

It  is  generally  better  policy  not  to  require  the  sending  of  a stamp  for  a sample,  as 
many  people  object  to  this.  A postal  card  is  always  handy,  and  shows  that  the  ad- 
vertiser is  not  attempting  to  sell  his  samples.  It  is  obvious  that  it  may  not  be  advis- 
able to  advertise  samples  sent  upon  postal  card  request  in  publications  reaching  a 
very  cheap  constituency,  but  even  in  this  case  some  advertisers  have  found  that  the 
child  who  sends  for  the  sample  is  likely  to  show  it  to  somebody  of  responsibility.  It 
may  seem  to  be  good  business  judgment  to  give  everybody  a free  sample  provided 
an  effort  is  required  to  get  it. 

The  advertising  of  free  samples  creates  correspondence  and  brings  people  to  the 
store. 

The  caller  for  a sample  may  buy  the  goods  and  other  goods. 

Any  method  which  will  bring  people  to  the  store,  provided  it  does  not  result  in 
disappointment,  assists  in  building  business. 

It  is  often  profitable  to  advertise  a coupon,  this  coupon  to  be  cut  from  the  paper 
and  presented  by  mail  or  in  person  with  or  without  stamp.  A handsomely  printed 
ticket  or  coupon  has  an  official  appearance  and  is  likely  to  impress  the  receiver. 
This  method  allows  the  advertiser  to  trace  with  some  accuracy  the  value  of  the 
mediums  he  uses,  but  the  evidence  it  furnishes  is  not  always  conclusive. 

The  general  advertiser  may  send  out  coupons  with  the  name  and  address  of  the 
nearest  retailer  printed  upon  them,  the  coupon  to  entitle  the  receiver  to  a sample  if 
presented  to  the  retailer  in  question.  This  pleases  the  retailer,  and  is  an  economical 
way  of  distributing  samples. 

Samples  of  dress  goods  will  always  be  distributed  free,  but  they  should  not  be 


FREE  SAMPLES 


529 


presented  in  the  usual  way.  The  sample  of  eloth  can  be  too  small  to  be  used  for 
patchwork,  but  it  never  should  be  presented  unless  properly  arranged  in  a way 
which  shows  care  on  the  part  of  the  sender. 

The  sample  which  will  not  do  justice  to  the  goods  is  worse  than  no  sample  at  all, 
and  is  a waste  of  money. 

Whenever  possible  the  sample  should  represent  a definite  proportion,  say  one 
eighth  or  one  sixteenth  of  what  may  be  purchased  for  a certain  price. 

If  the  sample  is  not  worth  anything  and  is  not  well  put  up  the  retailer  will  not  dis- 
tribute it  and  the  receiver  will  throw  it  away. 

It  is  better  to  pay  two  cents  apiece  for  samples  people  will  keep  than  one  cent 
apiece  for  samples  people  will  throw  away.  It  is  not  how  much  the  samples  will  cost, 
but  how  much  good  the  samples  will  do,  that  the  advertiser  must  consider. 

If  samples  are  to  be  distributed  through  the  retailer,  do  not  send  a circular  letter 
to  him,  but  write  him  personally,  asking  him  if  he  will  distribute  the  samples  and  how 
many  he  will  agree  to  distribute;  and  do  not  send  them  until  he  agrees  to  distribute 
them.  It  is  a good  plan  to  politely  ask  the  retailer  what  method  of  distribution  he 
will  use,  and  if  his  way  does  not  seem  to  be  the  right  way  the  advertiser  can  suggest 
a more  profitable  method. 

It  is  often  advisable  to  send  with  the  samples  a booklet  suggesting  methods  of 
profitable  distribution. 

Always  see  to  it  that  the  retailer  has  a sufficient  stock  of  the  goods  before  sending 
out  samples. 

Do  not  expect  the  retailer  to  do  it  all,  but  cooperate  with  him  and  share  the 
expense  with  him.  The  maker  and  retailer  should  work  together  in  the  distribution 
of  samples. 

Never  send  out  an  insufficient  number  of  samples.  Cover  the  ground  well  or  do 
not  cover  it  at  all. 

Do  not  be  stingy  in  giving  away  samples,  for  the  child  who  receives  it  will  take  it 
to  its  parents,  and  is  really  the  agent  of  the  sample  giver,  working  in  his  interest. 

Liberal  advertising  and  proper  arrangement  for  the  handling  and  distribution  of 
samples  can  produce  a legitimate  sensation  and  create  an  enthusiastic  demand  for 
•the  samples,  which  must  advertise  the  goods  doubly  well. 


Necessity 

“ What  must  be  done  must  be  done 
Let’s  make  the  best  of  it  ” 


HE  spendthrift  spends  money  for  the  fun  of  it. 

The  business  man  spends  money  that  he  may  make  more  money. 
True  the  cents  make  the  dollars,  and  there  cannot  be  dollars  with- 
out cents,  but  the  dollar  represents  a hundred  cents,  and  the  cent 
represents  but  one  hundredth  of  the  dollar. 

What  we  can  make,  as  well  as  what  we  can  save,  creates  business  and  makes  profit. 

Economy  should  not  be  practiced  because  it  is  economy,  but  because  it  may  be 
necessity. 

Money  should  not  be  spent  for  the  sake  of  spending  it;  it  should  be  spent  only 
when  by  the  spending  of  it  more  proportionately  will  be  made. 

It  is  better  to  spend  a thousand  dollars  and  receive  three  hundred  in  profit  than  to 
spend  a hundred  dollars  and  receive  twice  the  amount  of  the  investment. 

If  a small  percentage  of  profit  represents  a greater  accumulative  gain  than  a larger 
percentage  does,  and  requires  a greater  expenditure  of  money,  then  this  apparent 
extravagance  may  be  stern  and  profitable  economy. 

The  fool  advertises  for  notoriety,  and  frequently  cares  more  about  advertising  him- 
self than  the  goods  he  sells;  and  if  he  can  afford  it,  and  it  seems  worth  it  to  him,  then 
he  may  charge  advertising  expense  to  his  luxury  account;  but  the  business  man  ad- 
vertises, not  because  he  wants  to,  but  because  he  has  to,  and  he  advertises  more  if  the 
advertising  will  bring  him  more  profit.  To  him  the  aggregate  of  gain  is  all-important, 
and  not  the  percentage  of  it. 

No  business  house  can  conveniently  handle,  or  properly  maintain,  a corps  of  trav- 
eling men  or  indoor  salesmen  sufficient  in  number  to  personally  reach  every  possible 
customer. 

If  this  could  be  done,  and  done  economically  and  profitably,  there  might  be  no  need 
of  advertising,  but  until  it  can  be  accomplished,  only  the  brainless  man  of  business  — 
if  there  can  be  such  a thing  — refuses  to  seek  for  and  obtain  some  method  which 
will  assist  his  salesmen,  and  do  for  him  what  no  combination  of  salesmen  has  ever 
been  able  to  accomplish. 

Advertising  does  not  begin  where  the  salesman  leaves  off.  The  salesman  begins 
where  advertising  leaves  off'.  A buyer  buys  nothing  until  he  knows  about  the  article. 


53° 


NECESSITY 


531 


If  the  advertisement  has  told  liim  sometliing  about  it,  then  a large  part  of  the  pre- 
liminaiy  work  of  the  salesman  has  been  done  for  him,  and  he  meets  an  aecpiaintanee, 
not  a stranger. 

The  inner  door  of  the  inner  otl'iee  is  suecessfully  locked  against  all  sellers.  Only  a 
favored  few  at  most  are  allowed  access  to  the  original  buying  power  and  must  meet 
subordinates  without  discretion.  The  heavy  buyer  is  a man  of  e.xclusiveness,  and 
seldom  will  he  see  new  salesmen  or  representatives  of  something  he  has  no  knowl- 
edge of. 

The  bluest  of  blue-blooded  individuals,  although  surrounded  with  the  barbed  wire 
fence  of  conservatism,  cannot  devise  a means  to  keep  out  the  periodical  and  news- 
paper advertisement.  If  they  would  read  they  must  read  advertisements,  because  the 
readinsr  matter  and  the  advertisements  are  between  the  same  covers. 

The  salesman  may  be  kept  out,  and  even  the  principal  may  not  be  allowed  access 
to  the  home  or  to  the  office,  but  there  is  no  power  that  can  bar  out  the  advertisement. 

Goods  that  people  know  something  about  sell  twice  as  readily,  and  more,  than 
goods  people  know  nothing  about. 

The  advertisement  introduces  the  goods  and  sufficiently  interests  the  buyer  to  sug- 
gest that  he  learn  more  about  them,  and  he  does  so  either  by  correspondence  or  by 
granting  interviews  to  the  representative. 

The  advertisement  represents  the  representative  and  the  representative  represents 
the  business.  The  unknown  is  seldom  known  to  sell,  and  the  known  is  purchased 
because  it  is  known.  The  buyer  demands  that  the  maker  of  the  goods  he  buys  shall 
do  for  him  a part  of  the  introductory  work. 

The  great  cause  of  loss  is  the  accumulation  of  dead  stock,  and  so  long  as  the  bulk 
of  over-stock  comprises  poorly  or  little  advertised  goods,  the  maker  must  recognize 
the  necessity  of  liberal  advertising  if  he  would  sell  his  product  extensively. 

If  the  maker  does  not  think  enough  of  what  he  makes  to  take  the  chances  of  heavy 
advertising,  the  buyer  is  not  likely  to  have  sufficient  confidence  in  the  goods  to  buy 
them.  The  retail  seller  depends  upon  advertising,  and  he  naturally  expects  the  man  he 
buys  from  to  use  the  same  methods  to  reach  him  and  the  public  as  he  is  obliged  to 
adopt  in  trade  bringing. 

Salesmen  unbacked  by  advertising  must  introduce  the  goods  to  strangers,  and  then 
sell  the  goods.  Salesmen  backed  by  advertising  have  only  to  sell  goods.  The  ad- 
vertising has  attended  to  the  introductory  part,  and  the  salesman  enters  the  battle 
with  more  than  even  chances  of  victory. 

Advertising  is  a necessity,  and  always  will  be  so  long  as  there  is  necessity  of  doing 
business. 

The  easy,  workless,  and  joyful  days  of  the  millennium  have  not  yet  arrived,  and 
until  they  do,  it  is  only  the  foolish  business  man  who  refuses  to  adopt  the  proven 
methods  of  success. 

One  must  advertise.  Advertising  expense  is  necessary.  Look  at  it  cheerfully,^, 
and  do  it. 


Conventionality 


“ The  good  old  is  better  than  the  bad  new  ” 


ROGRESSION’S  marching  road 


is  never  straight.  It  marches  and 
countermarches,  and  then  goes  straight  away,  and  curves  again  in  the 
reaching  of  the  anticipated  result.  It  moves  through  untrodden  pas- 
tures, and  beside  unfathomed  waters,  and  it  is  more  often  in  the  region 
of  the  unexplored  than  in  the  land  of  the  known. 

These  are  progressive  days. 

The  undiscovered  goal  shines  with  a brightness  greater  than  the  real  light  of  fact. 

Progressiveness  demands  the  new,  and  the  method  of  newness  is  constant  and  ever- 
lasting change. 

Originality  is  at  a premium,  and  often  the  good  that  we  know  to  be  good  does  not 
seem  to  be  as  good  as  the  unknown  good  of  the  untried. 

Intelligence  bows  in  homage  before  the  gilded  god  of  originality  and  respects  the 
work  of  inventor  and  discoverer  — those  men  who  by  risky  experiment  so  often 
change  the  untried  into  the  tried,  and  make  the  unknown  known. 

Any  progressive  movement,  and  any  reform,  can  prevent  itself  from  jumping  reason- 
able boundaries.  The  nature  of  progression  is  opposed  to  conventionality,  and  the 
pure  essence  of  it  is  as  likely  to  be  overcharged  as  its  opposite  may  be  undercharged. 

In  the  proper  mixing  of  originality  and  conventionality  is  successful  proportion. 

Let  the  merchant  — and  all  the  more  so  if  he  be  an  advertiser  — keep  his  feet  in 
the  beaten  track  of  conventional  certainty,  and  let  him  forever  reach  out  with  both  his 
hands  into  the  ether  of  ideas. 

Let  the  progressive  man  draw  unto  himself  all  that  is  new,  and  let  him  test  it  in 
the  crucible  of  surety  — the  old-fashioned  vessel  that  he  knows  will  stand  the  strain. 

If  the  new  idea  wins  in  the  test  of  use  and  time,  then  adopt  it,  and  lay  aside  other 
things  for  it,  or  use  it  in  connection  with  them. 

Many  a conventional  advertisement,  moldy  with  age,  has  assisted  in  bringing 
more  business  than  many  an  advertisement  teeming  with  originalit}'. 

The  success  of  so  many  conservative  houses  and  users  of  conventional  advertising, 
and  the  continuance  of  these  old-style  methods,  go  a long  ways  to  prove  that  in  con- 
ventionality there  is  strength,  and  that  in  conservatism  there  is  safety. 

The  unsuccessful  advertiser  is  almost  always  the  man  who  is  of  sleep}'  convention- 
ality or  of  fanatical  originality. 


532 


CONVENTIONALITY 


533 


Extreme  methods  seldom  pay. 

There  is  safety  in  the  middle  of  the  road. 

Three  (juarters  of  the  advertising  originality  of  to-day  is  as  unnatural  as  the  move- 
ments of  the  inebriate. 

The  advertisement  must  tell  its  story  so  that  the  reader  will  receive  the  impression 
intended  by  the  advertiser,  and  any  method  which  will  produce  this  result  is  the  one 
to  be  used. 

Original  type  faces  are  all  right  and  better  than  conventional  ones,  if  the  reader  can 
easily  read  them. 

Original  poster  designs  are  profitable,  if  their  originality  does  not  nauseate. 

Odd  designs  and  conceits  are  successful,  if  they  assist  in  conveying  the  idea,  and 
the  idea  is  there  to  be  conveyed. 

The  public  must  be  reached,  not  startled  or  struck. 

Originality  of  writing  is  to  be  encouraged,  provided  it  does  not  sink  below  or  rise 
above  the  reader’s  taste. 

All  conventionality  may  be  safe.  All  originality  may  be  safe.  The  proper  pro- 
portion of  the  two  is  safe. 

The  dignity  and  value  of  advertising  would  leap  out  and  above  its  present  position, 
into  a world  of  perpetual  profit,  if  advertisers  would  adapt  their  advertising  to  the 
readers,  and  not  to  themselves,  and  prepare  their  advertisements  along  the  lines  of 
simple  English,  so  plain  and  so  clear  that  the  contents  would  enter  the  mind  without 
any  cost  and  wear  of  friction. 

When  in  doubt,  stick  to  the  things  you  know  about. 

It  may  be  unprofitable  to  distribute  advertising  originality,  and  better  to  hold  fast 
to  the  old-fashioned  notions  of  success. 

If  conventionality  will  convey  the  meaning,  then  conventionality  is  valuable,  and  it 
may  be  more  profitable  than  questionable  and  untried  originality. 

Never  give  the  reader  an3’thing  unadapted  to  his  wants  and  tastes,  and  if  he  would 
rather  have  something  old-fashioned  which  he  knows  to  be  good,  in  preference  to 
something  new-fashioned  which  he  knows  nothing  about,  then  serve  him  conventional 
matter  upon  progressive  plates. 

If  it  seems  best  to  educate  him  into  a conception  of  broader  things,  do  not  do  it  in 
a plunging  wa}q  for  it  never  pays  to  try  to  plunge  with  others  if  others  will  not 
plunge. 

Lead,  but  do  not  drive  the  readers. 

Keep  read^'  for  use  all  the  good,  conventional  methods  of  advertising,  and  all  the 
good  originality  to  be  found,  and  mold  them  into  a compound  tasteful  and  digestible 
to  the  customers. 

Experiment,  but  do  not  have  all  the  advertisements  experimental. 

Tell  the  stor^'  so  that  the  reader  will  understand  it,  and  use  ever}'  legitimate 
method,  whether  it  be  old-fashioned  or  new-fashioned,  that  will  the  quicker  bring  the 
words  to  the  reader  and  the  sooner  make  the  reader  read  them. 


Directories 


Books  about  people  ” 

HERE  must  be  directories. 

The  directory,  whether  it  is  of  the  city,  of  the  town,  or  of  specific 
trade,  is  recognized  as  a public  or  business  necessity. 

There  are  few  directory-less  towns,  and  there  is  hardly  a trade  with- 
out some  printed  list  of  the  firms  engaged  in  it. 

The  sale  of  all  directories  is  limited,  but  the  consulting  circvdation  of  them  is  most 

extended. 

The  directory,  like  the  encyclopedia, 
is  a book  of  reference,  and  is  sometimes 
read  by  those  who  borrow  it  more  than 
by  those  who  own  it. 

An  advertisement  in  the  back  of  a di- 
rector}' is  not  like  one  in  a periodical,  be- 
cause the  entire  periodical  is  read  or 
glanced  through,  and  the  advertising  must  be  seen;  while  the  advertising  depart- 
ment of  the  directory  must  be  intentionally  looked  into,  and  seldom  presents  itself 
unasked  for. 

Advertising  space  on  the  outside  of  a directory,  or  other  conspicuous  place,  is 


ttReen  icMmmnt  Compjiny 

COAL  TAR,  COAL  TAR  PITCH,  TARRED  FELT,  CARBOLIC  ACID 

642  FRONT  ST.  CLEVELAND,  OHIO 


Plate  Xo.  i. — Reproduction  of  an  ordinary  directory  advertise- 
ment. The  headline  type  is  not  plain,  and  there  is  no  need  of  spelling 
out  “ Company.” 


Coal  Tar 
Goal  Tar  Pitch 
Tarred  Felt 
Carbolic  Acid 


Green 

Chemical 

Co. 

642  Front  St. 
Cleveland,  O. 


Plate  No.  2. — Matter  in  Plate  No.  i re-written  and  re-set.  Set  in  Johnson  Old  Style.  12  Point  Newspaper  Holder  No.  70. 


534 


DIRECTORIES 


535 


Established  1850. 

JOHN  SMITH, 

— WHOLESALE  DEALER  IN  — 

Woolen  Rags, 

— AND  — 

Wool  Stock. 

jailors’  SlippiRgs  a ^pseialtj). 


101  and  103  Commercial 
SMITHVILLE. 


street, 


Plate  No.  3. — The  usual  form  of  small  direc- 
tory advertisement.  The  line  reading  “ Tailors’ 
Clippings  a Specialty  ” is  in  indistinct  type.  It 
would  seem  better  to  have  the  “ Established  ” 
line  appear  at  the  bottom. 


profitable  from  a general  standpoint;  but  tlie  advertisement  in  the  inside  is  valuable 
as  a sort  of  appendix  to  the  directory  itself,  and  depends  upon  the  character  of  the 
— ■ directory. 

Nearly  all  directory  publishers  allow  their  adver- 
tisers the  right  of  reference  to  their  advertisement 
in  connection  with  their  names  in  the  directory,  that 
the  reader,  wanting  more  information,  may  turn  to 
the  advertising  department.  For  this  reason  ordinary 
directory  advertising  has  an  intrinsic  value,  and  is 
worthy  of  careful  consideration. 

Half  of  the  directories  are  illegitimate,  and  have 
no  place  in  the  list  of  business  or  social  conveniences. 
They  are  published  by  irresponsible  concerns,  filled 
with  stolen  names,  no  attempt  at  correctness  is  made, 
and  the  edition  is  small,  the  profit  coming  from  the 
advertising  of  the  few  or  many  fools  in  every  com- 
munity who  seem  to  think  “ a book’s  a book  though  there’s  nothing  in  it.”  An  ad- 
vertisement in  these  directories  is  worth  almost  nothing.  If  one  does  not  believe  it, 
let  him  pin  a five-dollar  bill  between 
the  advertising  pages.  The  book  can 
be  exposed  to  view,  and  the  bill  be 
as  safe  as  in  the  safe. 

The  first-class  authoritative  direc- 
tory is  a valuable  advertising  medium, 
and  makes  its  profit  both  from  the 
sale  of  it  and  from  the  advertising. 

Generally  there  is  not  more  than 
one  city  or  town  directory  of  recog- 
nized authority,  and  the  advertiser 
had  better  not  consider  the  others. 

The  plan  of  many  directory  pub- 
lishers— that  of  placing  the  merchant 
under  business  headings,  and  of  using 
caps  or  full-face  type  at  an  additional 
charge  — is  perfectly  legitimate,  pro- 
vided display  matter  is  not  sold  in 
the  directory  part.  The  directory 
representative  asks  the  business  man 
to  appear  under  several  headings, 
and  if  these  headings  are  consistent 
with  the  business  it  may  pay  to  be  under  all  of  them,  but  there  is  no  sense  in  being 
classed  under  “ doctored  ” headings,  or  under  several  headings  which  are,  in  spelling 


John  Smith 


Wholesale  Dealer  in 


Woolen  Rags 

and 

Wool  Stock 

Tailors’  Clippings  a Specialty 

101  and  103  Commercial  St.,  f 
Smithville. 


i Established  i8eo 

L 

Plate  No.  4. — Matter  in  Plate  No.  3 re-set  without  any  change  of  word- 
ing. Firm  name  and  principal  business  display  in  Taylor  Gothic.  Secon- 
dary display  in  Howland.  Address  in  Old  Style  Bold.  6 Point  Florentine 
Border  No.  169. 


536 


FOWLER’S  PUBLICITY 


A.  C.  WHITE  & SON, 

Book  and  Commercial 

PRINTERS, 

315  Smith  St.,  = St.  Louis,  Mo. 


Roll  Wrapping  Paper  Printed  for  the  Trade. 

Plate  No.  5. — Reproduction  of  an  extremely  poorly  set  advertisement. 


the  reg- 


is 


and  meaning,  substantially  alike.  The  term  “ Boots  and  Shoes  ” is  general  as  well 
as  specitic,  but  as  people  will  sometimes  look  for  the  classification  of  “ Shoes  ’’  as 

well  as  for  “ Boots  and 

Shoes,”  it  is  a good  plan 
to  be  under  both  headings, 
but  the  advertiser  is  warned 
against  publishers  attempt- 
ing to  force  such  headings 
as  “ Shoe  Dealers  ” for  the 
sake  of  a little  extra  money, 
and  placing  the  doctored” 
heading  ahead  ’of 
ular  classification.  This 
a common  practice  among 
cheap  directory  publishers; 
although  it  is  legally  honest  it  is  morally  dishonest,  and  the  business  man  has  a right 
to  assume  that  such  publications  are  unworthy  of  patronage. 

The  first-class  directory  publisher  accords  the  same  right  to  every  business  man, 
and  never  adds  a manufactured  heading  without  giving  every  one  an  opportunity  of 
appearing  under  it. 

The  publisher  has  a right  to  make  money,  and  the  more  headings  he  uses,  the 
more  he  will  make;  but  the 
public  should  protest  against 
the  dishonest  method  of 
manufactured  or  “ d o c - 
tored  ” headings,  which  are 
not  consistent  classifica- 
tions. 

The  good  trade  directory 
is  an  almost  indispensable 
book  to  every  man  in  the 
business  it  represents,  and 
the  chances  are  decidedly 
in  favor  of  an  advertisement 
in  such  a book  resulting  in 
sales,  provided  a reference 
to  the  advertisement  is 
given  with  the  name  and 
address  in  the  directory 


Book  and 

Commercial 

Printers 

Roll  Wrapping  Paper  Printed  for  the  Trade. 

A.  C.  White  & Son, 

315  Smith  St,  St.  Louis,  Mo. 


so 

W 

SR 

\R 

\R 

\R 

SR 

SR 

SR 

/(S 

SR 

SR 

SR 

SR 

flS 

OS 

OS 

OS 

OS 

OS 

OS 

OS 

SR 


Plate  No.  6. — Matter  in  Plate  No.  5 re-set  without  any  change  of  wording.  Set  in 
Howland.  6 Point  Laurel  liorder. 


section. 

The  directory  advertisement,  whether  it  is  in  the  directory  of  a city,  or  of  a trade, 
should  contain  information  concerning  the  firm  and  the  goods  it  makes,  and  it  had 


DIRECTORIES 


537 


better  say  too  niueli  instead  of  too  little.  It  should  tell  of  all  the  regulars  made  and 
sold,  and  of  the  speeial  faeilities  and  side  lines. 

The  reader  turns  to  the  directory  to  find  out  either  who  sells  something  or  what 
somebody  sells,  and  as  this  information  cannot  be  given  in  the  body  of  the  book, 
except  in  the  briefest  manner,  the  business  man  is  offered  the  opportunity,  for  a con- 
sideration, of  telling  more  about  himself  and  what  he  does,  in  the  advertising  depart- 
ment. 

The  directory  advertisement,  unless  it  is  on  the  covers,  is  not  wholly  intended  to 
attract  the  eye.  When  it  is  seen  it  has  been  looked  for,  consequently  its  appearance 
need  not  follow  the  lines  of  striking  advertising.  The  firm  name,  or  the  business, 
should  be  at  the  top  of  the  advertisement  to  assist  the  searcher  in  finding  it.  Start- 
ling catch  lines  are  not  necessary.  Humor,  poetry,  and  everything  except  a statement 
of  definite  fact  should  be  kept  out  of  the  directory  advertisement. 

Directory  advertisements  printed  upon  colored  inserts  are  not  always  worth  the 
extra  cost  unless  the  pages  are  in  very  conspicuous  places. 

Marginal  advertisements  are  profitable  if  there  are  enough  of  them. 

Business  men  are  constantly  writing  for  estimates,  and  frequently  address  similar 
letters  to  the  whole  or  part  of  the  addresses  given  of  concerns  making  or  selling  the 
goods  wanted.  All  things  being  equal,  the  business  man  will  assume  that  the  parties 
advertising  are  likely  to  be  the  best  houses  to  do  business  with,  and  in  selecting  the 
names  he  is  likely  to  read  the  advertisements  referred  to  in  the  body  of  the  directory. 
If  these  advertisements  are  dignified  and  explicit,  he  will  give  the  preference  to  the 
firms  advertising. 

The  accompanying  illustrations  present  several  styles  of  directory  advertising,  and 
the  general  contents  of  the  book  also  cover  this  class  of  publicity. 


Humor 


“ I'll  never  be  as  funny  as  I can  ” 


j EAL  fun  is  funny. 

Unfunny  fun  is  an  abomination. 

Wit  is  art. 

Much  of  prevalent  wit  is  forced  and  unnatural. 

Everybody  appreciates  humor.  He  who  does  not  like  fun  is  nobody. 
Men  of  all  stations  involuntarily  turn  to  the  column  of  wit. 

Books  of  real  humor  always  sell. 

Humorous  writers  make  as  much  money  as  serious  authors. 

The  humorist  is  always  welcome.  He  is 
a public  philanthropist. 

The  jovial  laugh  has  health  back  of  it,  but 
its  true  ring  depends  upon  something  to 


“These  are  them”  i 


laugh  at. 


Plate  No.  i. — A catch  line  now  in  use  by  a large  manufacturer. 
If  it  is  intended  to  be  funny  it  is  silly;  if  intended  as  a “trade- 
mark expression”  it  is  idiotic.  Set  in  French  Clarendon  No.  24. 
24  Point  Barta  Border  No.  281. 


Nearly  everybody  can  use  humor  in  his 
advertising,  that  is  real  humor,  not  the  kind 
that  exists  under  false  pretenses. 

If  one  is  funny,  somebody  besides  himself 
will  know  it. 

The  notion  that  one  is  a wit  may  be  proof  that  he  has  little  wit. 

Bad  prose  writing  is  to  be  deplored,  but  bad  humor  ought  to  be  criminally  action- 
able. The  world  forgives  the  over-serious  man,  but  it  never  fails  to  want  to  strike  the 
man  who  tries  to  be  funny  without  being 
funny. 

Fun  must  be  funny  to  have  any  fun  in  it. 

The  public  can  stand  the  long-winded 
speaker  if  he  does  not  attempt  to  be  witty, 
but  it  never  will  tolerate  the  alleged  hu- 
morist who  tires  counterfeit  fun  at  his 
auditors. 

There  is  nothing  more  condemned  by 
the  public  than  unsuccessful  attempts  at 
wit. 


Plate  No.  2. — A very  good  example  of  what  might  he  considered 
humorous  advertising.  Set  in  Latin  Condensed.  24  Point  Barta 
Border  No.  242. 


538 


HUMOR 


539 


"Phcre  are  not  a dozen  sueeessful  hu- 
morists in  the  publie  eye. 

Almost  anybody  ean  learn  to  write, 
and  most  persons  will  be  suceesstnl  if 
the\'  eonhne  their  writini^  to  serious 
matters. 

Not  one  man  in  a million  is  really 
funny,  although  a million  men  in  a million 
think  they  are  funn}’. 

“ lie  tried  to  be  funny”  is  a common 
remark. 

People  simply  will  not  tolerate  wit  un- 
less it  is  witty. 

If  the  public  despises  the  man  of  wit- 


Plate  No.  4. — Not  funny,  but  outrageous.  Never  should  be 
used.  Set  in  Howland.  18  Point  Contour  Border  No.  261. 


What  kind  of  a dog  is  that  ? 

He  is  a SL  Ik'i  nanl. 

How  old  is  lie  ? 

He  will  soon  he  two  years  old. 

How  nitich  does  he  weigh  ? 

One  hundred  and  eighty-two  pounds,  after  a ^ 
hath.  ^ 

How  much  does  he  eat? 

All  he  can  get  — honestly. 

Where  does  he  eat? 

At  home  and  on  Great  Southern  dining  cars 
(when  allowed). 

How  high  does  he  stand? 

Twenty-three  and  one  half  inches  at  the 
shoulders. 

Will  he  grow  any  more? 

Yes,  he  is  liable  to  hurst  his  skin. 

Is  he  kind  to  children  ? 

Yes,  he  will  rock  a cradle  all  day. 

Is  the  boy  proud  of  him  ? 

Yes,  thinks  he  owns  him. 

Did  he  ever  save  any  lives  ? 

No,  he  never  was  in  the  Alps  mountains. 

Do  tramps  come  in  where  the  dog  lives  ? 

No,  not  if  they  see  him  first. 

Then  he  does  not  like  tramps? 

No,  except  well  done,  with  Chili  sauce. 


Plate  No.  3. — An  excellent  example  of  humorous  advertising, 
and  one  which  will  be  read  notwithstanding  its  length.  Set  in 
Konaldson  Condensed.  12  Point  Border  No.  1236. 


less  jokes  and  silly  humor  in  every-day 
social  life,  how  much  more  will  it  refuse 
to  accept  the  advertiser  who  attempts  to 
be  humorous  in  his  advertising,  unless  he 


possesses  the  exceptional  ability  of  a genuine  wit.  The  advertisement  must  be  un- 
objectionable. 

The  story,  or  the  poem,  ma}'  be  pointless,  and  the  public  accept  it,  but  nobody'  is 
willing  to  stand  nonsensical  advertising.  Business  is  not  humorous,  and  should  never 
be  so  considered. 

The  business  man  ean  be  funny  in  his 


house  and  at  his  club,  but  he  never  suc- 
ceeds in  business  if  he  always  carries  even 
genuine  wit  into  the  serious  side  of  his 
business  conduct. 

The  writer  does  not  mean  to  say  that 


Cures  Fever,  Malaria,  etc. 
Makes  children  fat  as  pigs. 


the  merchant  cannot  laugh  in  his  counting 
room,  and  that  it  is  forbidden  to  joke 


Plate  No.  3. — An  advertisement  liable  to  be  considered  dis- 
gusting, and  not  at  all  bright  or  humorous.  Set  in  Gothic  Con- 
densed No.  II.  16  Point  Contour  Border  No.  264. 


FOWLER’S  PUBLICITY 


540 


BLANK’S  SOAP— 

Good  enough  to  eat,  but 
espeeially  useful  for 
washing  elothes. 


pleasantly  with  business  aequaintances  and  clerks,  for  even  dull  flashes  of  humor  may 
liven  up  a tiresome  hour 5 but  he  does  emphatically  insist  that  humor  has  no  part 

in  the  regular  routine  of  business. 

An  advertisement  is  simply  a business 
announcement.  Its  business  is  to  assist 
in  bringing  business,  and  it  has  no  business 
to  contain  anything  but  business;  forced 
humor,  or  too  much  real  humor,  is  not 
business. 

There  may  be  no  objection  to  the  em- 
ployment of  a professional  humorist  in  the 
preparation  of  some  advertisements.  There 
are  a few  advertisements  so  witty  that  they 
have  a right  to  consider  themselves  exceptions  to  the  ride  of  serious  business. 

The  writer  can  recall  two  or  three  really  humorous  advertisements  which  won  the 
respect  of  the  public,  and  which  helped  to  sell  the  goods  they  advertised. 

Really  witty  advertisements  are  so 


Plate  No.  6. — Absolutely  'silly  and  unworthy  of  the  house 
that  used  it.  Set  in  Ronaldson  Title  Slope.  Collins  Floret  Bor- 
der No.  i8i. 


much  the  exception,  that  comparatively 
few  people  can  recall  one  that  merited 
more  than  a single  look  of  disgust. 


I Row  $bc  Looc$  Caffyl 


Plate  No.  7. — Lines  like  the  above  and  “ How  She  Loves  Our 
Oysters,”  “ The  Girls  Love  it,”  “ Make  your  Wife  Happy,”  “ Does 
Your  Husband  Wear  A Shirt  ?”  “ Oh,  Where  Is  His  Collar  Button  ? ” 
are  unobjectionably  bright  and  somewhat  humorous,  and  although 
not  particularly  dignified,  can  be  used  as  catch  lines  for  the  introduc- 
tion of  needed  articles.  Set  in  Bradley.  Don’t  use  this  letter  when 
the  capital  “ H ” occurs.  12  Point  Border  No.  1208. 


Most  of  the  humorous  advertisements 
are  produced  b}^  the  advertiser  himself, 
who  is  laboring  under  the  illusion  that  he 
possesses  wit,  and  he  allows  his  wit  to  be 
published  when  he  would  immediately 
discharge  an  employe  who  dared  to  per- 
petrate such  an  outrage  upon  the  public. 

The  alleged  wit  of  the  advertiser  ma}’  please  him,  and  his  wife,  and  a few  of  his 
friends,  and  some  others  who  are  biased  in  his  favor,  but  the  opinion  of  the  independ- 
ent public  is  the  only  opinion  that  is  worth  anything,  and  the  only  one  the  sensible 
advertiser  will  consider. 

One  may  think  he  is  funny,  and  may  not  be.  One  may  take  one  of  his  alleged 

humorous  advertisements,  read  it  by  him- 
self, and  stand  before  the  glass  to  see  him- 
self laugh;  one  may  shake  his  sides,  and 
really  believe  he  is  enjoying  his  owm  lack 
of  fun,  but  the  public  will  measure  his  wit 
by  its  own  gauge,  and  will  turn  it  down  il 
it  is  not  worth  holding  up. 

It  is  business  to  put  out  only  the  adver- 
do  not  demand  anything  which  outrages 


Hii)  Your  Soles  on  EartK 

Plate  No.  8. — A fairly  good  line,  and  one  which  will  attract 
attention.  It  is  somewhat  humorous,  and  yet  suggestive  in  a 
businesslike  way.  Set  in  Reubens.  18  Point  Contour  Border 
No.  270. 


tising  that  people  want,  provided  they 
decency. 


HUMOR 


5H 


The  huiiiorous  advertisement,  even  though  it  may  be  really  witty,  may  not  be  eon- 
sidered  I'linny  by  the  imappreeiative  pnblic,  and  if  tlie  publie  does  not  like  it,  and 
eonsiders  it  silly,  only  foolishness  wonld  suggest  that 
this  kind  of  wit  be  used. 

\\dien  in  doubt,  it  is  always  safe  not  to  try  to  be 
fu  nny. 

The  dialogue  style  of  humor,  practiced  so  much  by 
advertisers  who  flatter  themselves  into  enjoying  their 
own  brain  spillings,  is  one  of  the  most  dangerous  kinds. 

The  public  has  a right  to  expect  a dialogue  to  contain 
something,  and  when  it  contains  a forced  joke  to  force 
attention  to  goods,  the  public  involuntarily  dislikes  the 
advertiser.  The  buying  of  anything  is  serious  business 
pocketbook  for  the  fun  of  the  thing 


In  1853. 

• AHRAHAM  LINCOLN,  W.  H. 

LAMON, 

Springfield.  Danville. 

LINCOLN  & LAMON, 

Attorneys  at  Law, 

Having  formed  a copartnership,  will  practice 
in  the  Courts  of  the  Kighth  Judicial  Circuit 
and  the  Superior  Court,  and  all  business  en- 
trusted to  them  will  be  attended  to  with 
promptness  and  fidelity. 

Office  on  the  second  floor  of  the  Bamum 
Building,”  over  Whitcomb^s  Store. 

Danville,  Nov.  10,  1852.  2 16  iv 


Plate  No.  9.  — Not  a humorous  adver- 
tisement, but  can  appropriately  be  shown  here 
as  a quaint  announcement. 


ik 


m 


‘^A'S^ 

Mk 


Alice  — nary,  why  don’t 
you  buy  a trunk? 

nary  — Why,  what  do  I 
want  a trunk  for  ? 

Alice — To  keep  your 
clothes  in,  of  course. 

nary — What,  and  I go 
naked  ? NIT. 


‘0 


Mk 


A man  never  takes  out  his 
Nobody  considers  buying  a joke. 

There  is  a sense  of  pleasure  in  selecting 
goods,  and  in  anticipating  the  use  of  them, 
but  there  is  not  anything  humorous  or 
restful  or  recreative  in  the  paying  for  those 
goods. 

Better  have  the  advertisement  devoid  of 
anything  humorous. 

Let  the  advertisement  be  a statement  of 
fact. 

There  is  no  necessity  of  always  stabbing 
a man  with  fact,  or  of  prosaically  jabbing  it 
into  him.  Brightness  is  always  advisable, 
and  neatly  turned  sentences  which  smell 

Plate  No.  io. — One  of  the  oldest  of  antiquated  chestnuts,  and  V f ' U - f 1 

one  which  never  should  be  used  in  advertising.  Set  in  De  Vinne.  ireSttneSS  ai  0 SeaSOnaDie. 

1 6 Point  Contour  Border  No.  267.  1 .l*  1 1 

Let  the  advertiser  be  as  bright  as  he  can. 
Let  him  be  as  fresh  as  he  can.  Let  him  be  as  original  as  he  can,  but  he  must  not 
sacrifice  sense,  and  he  must  be  careful  about  being  as  funny  as  he  thinks  he  can  be, 
unless  he  is  sure  that  the  public  is  in  a receptive  mood,  and  that  there  is  a reasonable 
certainty  that  folks  will  appreciate  his  humor.  Poetical  humor  is  worse  than  the 
other  kind,  for  the  versifying  humorist  is  liable  not  to 
be  funny,  and  to  commit  the  further  crime  of  trying  to 
rhyme  his  evil  words. 

The  humorous  picture  is  not  as  objectionable  as  the 
humorous  dialogue,  prose,  or  poetry,  because  there  is 
less  likelihood  of  mistaken  wit,  and  the  public  will 
stand  in  a picture  what  it  will  not  tolerate  in  type. 

There  may  be  no  real  reason  why  the  public  gives  a poor  picture  a license  which 
it  will  not  give  to  words,  but  as  long  as  it  will,  there  is  safety  on  the  side  of  the  tunny 


Widow  in  comfortable  circumstances  wishes 
to  marrj'  two  sons.  

Wanted  good  boys  for  punching. 

To  be  disposed  of,  a mail  ph^Tton,  the  prop- 
erty of  a gentleman  with  a movable  headpiece 
as  good  as  new. 


Plate  No.  ii. — Some  quaint  announce- 
ments. 


542 


FOWLER’S  PUBLICITY 


••••••••••••••••••••••••••••••••••••••••••••••••• 


i 


Quaint  Advertisements 

Peculiarly  worded  advertisements,  unintentionally  humorous,  fre- 
quently appear  in  the  English  papers,  and  occasionally  in  the  American 
publications.  The  following  examples  are  taken  from  announcements 
which  actually  appeared,  and  are  presented  here  as  curiosities.  With 
them  are  given  reproductions  of  ancient  advertisements. 


w 

i 

: 

: 


: 

I 

i 


FOR  SALE. 

Best  Peppermint  Oil  Made  From  Its  Really 
Leafs. 

Can  Be  Curable  For  the  Sicknesses  of  Male, 
Female  or  Boy. 

Eau  de  cologne  water. 

Gants  de  Suede  gloves. 

A talented,  intelligent  young  man  of  many 
years  experience  wishes  a position  in  a saloon 
as  a liquor  blender. 

Room  to  Let. — To  a gentleman,  large, 
airy,  and  square. 

Two  sisters  want  washing. 

To  Let. — A handsome  room,  with  bath  for 

two. 

Room  to  Let. — A room  for  a single  gentle- 
man ; board  very  moderate. 


Flat.  — All 
children. 


modern  improvements ; 


Annual  sale  now  on.  Don't  go  elsewhere 
to  be  cheated  — come  in  here. 


A lady  wants  to  sell  her  piano,  as  she  is 
going  abroad  in  a strong  iron  frame. 

Wanted. — Experienced  nurse  for  bottled 
baby. 

Furnished  apartments  suitable  for  gentlemen 
with  folding  doors. 

Wanted. — Room  by  two  gentlemen  about 
thirty  feet  long  and  twenty  feet  broad. 

Lost. — Collie  dog  by  a man  on  Saturday 
answering  to  Jim  with  a brass  collar  round  his 
neck  and  a muzzle. 

Boy  Messenger. — Wanted,  Bicyclist,  own- 
ing his  own  bicycle,  daily  from  eleven  to  nine  ; 
knowledge  of  West  End  necessary;  los. 
weekly. 

Wanted,  by  a respectable  girl,  her  passage 
to  New  York,  willing  to  take  care  of  children 
and  a good  sailor. 

Respectable  widow  wants  washing  for  Tues- 
day. 

For  Sale. — A pianoforte,  the  property  of 
a musician  with  carved  legs. 

Mr.  Brown,  furrier,  begs  to  announce  that 
he  will  make  up  gowns,  capes,  etc.,  for  ladies 
out  of  their  own  skin. 

A boy  wanted  who  can  open  oysters  witli  a 
reference. 

Bulldog  for  sale ; will  eat  anything ; very 
fond  of  children.  

Wanted. — An  organist  and  a boy  to  blow 
the  same. 

Wanted  a boy  to  be  partly  outside  and 
partly  behind  the  counter. 

Wanted  for  the  Summer,  a cottage  fora 
small  family  with  good  drainage. 

Lost,  near  Higligate  archway,  an  umbrella 
belonging  to  a gentleman  with  a bent  rib  and 
a bone  handle. 


A reward  of  a free  passage  to  America  to 
any  person  who  witnessed  and  brings  to  justice 
the  parties  that  hacked  down  the  fence  on  my 
lands,  known  as  The  Boot,  Clondalkin,  be- 
tween 7 and  lo  A.  m.,  on  Wednesday,  30th 
October.  James  Tutty,  Lower  Baggot  Street. 
— Irish  Times. 

A gentleman,  having  a quart  or  so  of  milk  to 
spare,  will  deliver  the  same  within  a mile  of 
Silver  Street  Station,  in  quantities  of  not  less 
than  a pint.  Post-card  to  Fairfield  Road. — 
Tottenham  Weekly  Herald. 


In  1836. 

EXPRESS  MAIL  LINE  FOR  WHEEL- 
ING— Through  in  fifty  hours. — The  Good 
Intent  Stage  Co.  respectfully  inform  the  trav- 
elling public,  that  they  have  established  a line 
of  first  rate  Post  Coaches,  direct  for  Wheeling, 
leaving  Philadelphia  daily  at  8 o’clock,  a.  m., 
via  Columbia  Rail  Road,  through  York, 
Gettysburg,  Chambersburg,  Bedford,  and 
Washington. 

The  public  are  assured  that  nothing  shall  be 
wanting  on  the  part  of  the  proprietors  or 
agents  to  promote  the  speed,  convenience,  and 
comfort  of  travellers. 

J.  TOMLINSON,  Agent. 

N.  B.  Passengers  taking  the  Telegraph 
Line,  which  leaves  at  5 o’clock  p.  m.,  will 
have  one  night  to  rest  at  Chambersburg. 


EW  INVENTIONS.— Safety  Cases,  con- 
nected with  appropriate  protecting  appa- 
ratus for  books,  papers,  jewelry,  etc.,  may  now 
be  constructed  that  will  resist  in  any  and  every 
instance  that  intense  degree  of  heat,  which  will 
fuse  iron  of  any  ordinary  thiclcness. 

This  apparatus  is  simple,  substantial,  cheap, 
and  convenient,  and  requires  but  to  be  seen  to 
evince  (to  those  who  are  acquainted  with  the 
true  philosophy  of  heat),  its  real  title  to  the 
appellation  **  Fire  Proof  Apparatus,”  and 
likewise  how  the  consuming  agent  itself  will 
be  made  to  defeat  the  consequence  of  its  own 
ravages  by  causing  the  safety  case,  if  neces- 
sary, to  pass  into  a place  of  double  security. 

D.  HARRINGTON,  Patentee,  cor.  Arch 
and  6t]i  sts. 

In  1823. 

ALEXANDER  T.  STEWART, 

283  Broadway. 

Alexander  T.  Stewart  has  opened  a store  at 
the  above  address,  in  which  he  will  offer  at 
wholesale  and  retail  a well  selected  stock  of 
LINENS, 

I.AWNS, 

DIAPER. 

He  hopes  to  merit  patronage  by  strict  atten- 
tion to  business. 

In  1826. 

/GENUINE  FURS. 

'-J  A.  T.  STEWART  & CO. 
will  open  on  Monday,  Sept.  29,  their  large  and 
selected  stock  of  every  description  of 
FURS, 

in  the  latest  styles  of 
Cardinals, 

Victorines, 

Muffs, 

Cuffs, 

&c.,  &c.,  &c. 

N.  B. — They  can  recommend  these  goods  to 
their  customers  with  entire  confidence,  es- 
pecial care  having  been  taken  to  select  the  best 
and  most  natural  skins. 

Broadway,  Chambers  and  Reade  sts. 


Plate  No.  12. — Heading  in  Howland. 
Border  No.  81. 


Matter  in  Old  Style  Roman.  6 Point  Newspaper 


drawing.  The  user  of  hu- 
morous illustrations  must 
not  mistake  idiotic  gro- 
tesqueness for  wit,  nor  must 
he  consider  pictures  of 
monstrosities  truly  humor- 
ous. 

It  is  better  not  to  use  hu- 
morous cuts  than  to  take 
the  chances  of  disgusting 
the  public. 

The  humorous  illustra- 
tion does  not  fill  a com- 
mercial void. 

There  is  nothing  argu- 
mentative about  a humor- 
ous illustration  unless  it  is 
of  the  most  remarkable 
character. 

There  is  little  in  a hu- 
morous cut  that  suggests 
the  buying  of  goods. 

Use  the  humorous  illus- 
tration sparingly,  and  al- 
ways criticise  it  carefully 
before  inserting  it  in  an 
advertisement. 

Prosy  advertisements  can 
do  no  harm  if  the}"  do  no 
good. 

The  alleged  humorous 
advertisement  may  do  no 
good  and  may  do  harm. 

The  weight  of  sense  is 
always  against  the  doubtful 
method. 

Tlic  clown  can  advertise 
himself  with  a humorous 
illustration,  and  so  can  the 
comedian,  and  the  pub- 
lisher of  a humorous  book. 

There  is  no  objection  to 


HUMOR 


543 


aclvcrtisinf]^  fun  by  funny  mctliocls,  for  fun  is  harmonious  with  fun,  hut  there  is 
seldom  any  sense  in  attempting  to  get  serious  people  to  buy  serious  goods  by  hu- 
morous announeements. 

There  is  no  objection  to  hooks  of  fun,  the  fun  entirely  independent  from  the  adver- 
tising, hut  that  fun  that  is  objectionable  is  the  fun  that  is  used  as  a part  of  the  argu- 
ment in  favor  of  serious  goods. 

In  this  department  are  produced,  with  fictitious  names  attached,  a few  advertise- 
ments assumed  by  the  advertisers  to  contain  humor.  The  writer  fails  to  understand 
how  sensible  business  men  can  use  advertisements  of  this  class. 

The  other  illustrations  present  some  really  humorous  advertisements  which  have 
been  used  successfully,  and  have  their  place  in  advertising  economy. 

The  safest  rule  to  follow  is  not  to  be  funny  unless  there  is  a certainty  that  the  fun 
of  the  advertiser  will  be  appreciated  by  the  buyer. 


T echnics 


“ They  speak  a various  language  ” 


T is  not  to  be  supposed  that  the  advertiser  and  user  of  printing  cares 
anything  about  the  technical  sides  of  these  arts  or  trades,  but  if  he  use 
them,  and  he  must,  or  go  out  of  business,  it  is  suggested  that  it  may 
be  advisable  to  possess  a casual  idea  of  the  general  meaning  of 
common  technical  terms  and  phrases. 

This  department  is  given  up  to  what  might  be  considered  non-technical  definitions 
of  technical  matters. 


Ad.  or  Adv.  Advertisement. 

Adlet.  An  advertisement  of  dimin- 
utive size.  A seldom  used  term. 

Adsmith.  A writer  or  constructor 
of  advertisements.  A term  frequently 
used  by  cheap  advertisement  writers. 

Advertising.  Any  method  or 
means  of  presentation  or  announce- 
ment. 

Advertising  Agent.  One  who 

places  advertising,  acting  as  a middle- 
man between  the  advertiser  and  the 
advertising  medium,  receiving  a com- 
mission or  discount.  He  is  not  prop- 
erly an  agent,  although  called  so, 
but  is  a distributor  or  wholesaler  of 
advertising.  He  may  and  may  not  be 
an  advertising  solicitor. 

Advertising  Solicitor.  One  who 
solicits  advertising. 

Afternoon  Papers.  Publications 
published  after  12  o’clock  noon. 

Agate.  The  size  of  type  used  for 
setting  the  Want  advertisements  in 
daily  newspapers,  and  the  standard  of 
advertising  space  measure  for  general 
publications.  Fourteen  lines  set  solid 
make  an  inch. 

Antique.  A face  of  type  much 
used  in  advertising,  differing  from 
Roman  in  that  it  is  a little  heavier,  and 
with  the  cross  or  ending  stroke  slightly 
prominent. 

Ascending  I/Ctters.  Letters 
reaching  upward  as  b,  d,  f,  h,  k,  etc. 

Author’s  Corrections.  The  cor- 
rections or  changes  made  by  the  author 
in  proof.  If  there  be  many  of  them, 
the  printer  usually  charges  at  the  rate 
of  50  cents  per  hour  for  correcting. 


Author’s  Proof.  The  proof,  ac- 
companied with  the  manuscript,  sent  to 
the  writer. 

Bad  Copy.  Manuscript  not  easily 
read.  Always  write  proper  names, 
technical  terms,  and  not  commonly 
used  words  with  the  greatest  care,  and 
generally  print  them. 

Bastard  Title.  A secondary  title 
preceding  the  regular  title. 

Bastard  Type.  Type  with  a face 
larger  or  smaller  than  its  regular  body, 
as  a 10  Point  face  on  an  ii  Point 
body,  or  ii  Point  face  on  a 10  Point 
body. 

Bi-monthly.  A publication  issued 
every  two  months. 

Bi-weekly.  A publication  issued 
every  two  weeks. 

BM.  Bi-monthly. 

BW.  Bi-weekly. 

Blank  Bine.  The  space  between 
two  paragraphs,  usually  of  the  depth 
of  one  line  of  the  type  in  the  page. 

Body.  That  part  of  the  type  sup- 
porting the  face. 

Body  Type.  The  face  of  type  gen- 
erally used  for  reading  matter  in  peri- 
odicals and  books. 

Bold  Face.  A style  of  type  resemb- 
ling Roman,  with  the  thick  strokes 
of  the  letter  much  heavier.  Sometimes 
called  Full  Face. 

Booklet.  A small  book  or  pam- 
phlet. 

Book  Paper.  A general  term  ap- 
plying to  the  size  and  quality  of  paper 
used  in  book  making,  to  distinguish  it 
from  newspaper.  The  standard  size 


of  book  paper  is  25  by  38  inches,  and 
what  is  known  as  a half  sheet  is  19 
by  25  inches. 

Border.  Plain  or  ornamental  lines 
around  any  class  of  printed  matter. 

Bourgeois.  The  old  name  of  9 
Point  type.  A size  somewhat  used  for 
reading  matter  in  country  newspapers, 
and  quite  often  used  for  book  and  cir- 
cular work. 

Brass  Rules.  Strips  of  brass  of 
type  height  printing  straight  lines, 
double  lines,  or  ornamental  designs. 

Break  Biue.  The  end  of  a para- 
graph. A short  line. 

Brevier.  The  old  name  for  8 
Point  type.  Llsed  for  editorials  in 
large  dailies,  reading  matter  in  weekly 
papers,  and  is  often  found  in  closely 
printed  books. 

Canon.  44  Point  type. 

Caps.  Capital  letters. 

Caption.  The  title  of  an  illustra- 
tration,  appearing  either  below  or 
above  it. 

Card.  A business,  professional,  or 
social  medium  of  name  and  address, 
or  may  refer  to  a small  advertisement, 
or  to  a street-car  announcement,  or  any 
advertisement  printed  upon  cardboard. 

Catch  Bine.  Technically  matter  in 
small  type  connecting  two  important 
display  lines,  but  often  intended  as  a 
designation  for  strong,  bold  headings. 

Chase.  The  metallic  frame  hold- 
ing type  while  being  printed  or  electro- 
typed  or  stereotyped. 

Circulation.  The  number  of  copies 
actually  reaching  somel)ody.  Circul.a- 
tion  cannot  rightly  comprise  the  num- 


5t4 


ricciiNics 


545 


hers  piinti'd,  nor  the  returns,  and 
should  refer  solely  to  those  copies 
actually  sold  or  distributed. 

Clarendon.  A type  face  resem- 
bling ordinary  Roman,  but  having  a 
slightly  crushed  appearance  and 
rounder  than  Antique. 

Clean  Proof.  Proof  needing  few 
corrections. 

Close  Matter.  Type  set  close  to- 
gether, with  few  paragraphs,  and  with 
neither  break  lines  nor  leads. 

Column  Type.  Matter  of  any 
length  and  of  almost  any  width,  each 
publication  having  a right  to  give  its 
columns  any  size.  Usually  newspaper 
columns  are  two  and  one  eighth  inches 
wide,  and  magazine  columns  from  two 
and  one  quarter  to  two  and  five 
eighths. 

Composing  Stick.  The  metallic 
contrivance  in  which  type  is  set. 

Composition.  The  setting  of  type 
into  words  and  the  arranging  of 
them  into  lines.  A term  applicable  to 
the  material  used  in  making  printing 
rollers. 

Copy.  The  printer’s  term  for  all 
manuscript. 

Cut-in  Tetter.  An  initial  letter  set 
into  the  body  of  the  type  at  the  be- 
ginning of  the  first  paragraph. 

Cut.  The  printer’s  terms  for  all 
engravings  and  illustrations. 

d.  Daily. 

Dash.  A line,  plain  or  ornamental, 
between  type  matter. 

Dead  Matter.  Matter  in  type  not 
to  be  used. 

Display.  Words  or  lines  set  in 
large  type  or  separated  from  surround- 
ing matter  by  space  or  rules. 

Descending  Tetters.  Letters 
running  downward,  as  g,  j,  p,  q,  etc. 

Distributing.  Returning  type, 
which  has  been  set,  to  its  proper  place 
in  the  case. 

Double  Column.  Matter  set  in 
space  of  two  columns. 

Double  Great  Primer.  36  Point 
type.  Twice  the  depth  of  Great 
Prirner.  Six  times  the  depth  of  Non- 
pareil. Two  lines  make  an  inch. 

Double  Teaded.  Matter  with  two 
leads  between  the  lines. 

Double  Paragon.  40  Point  type. 
Twice  the  depth  of  Paragon.  I'our 
times  the  depth  of  Long  Primer. 

Double  Pica.  24  Point  type. 
Twice  the  depth  of  Pica.  Four  times 
the  depth  of  Nonpareil.  Three  lines 
to  the  inch. 

Double  Small  Pica.  22  Point 
type.  Twice  the  depth  of  Small  Pica. 
Four  times  the  depth  of  Agate. 

Dummy.  A general  lay-out  of  any 
job  of  printing,  catalogue,  or  book, 
used  to  give  an  idea  of  how  the  job 


will  look  when  finished,  and  to  show 
(luality  of  paper,  size,  and  weight. 

Duodecimo.  Half  a sheet  of  book 
jjaper  (19  by  25  inches)  folded  into 
twelve  leaves  (24  pages).  18  mo,  18 
leaves,  36  pages.  24  mo,  24  leaves, 
48  pages. 

ed.  Every  day. 
ei.  Every  issue. 

Electrotype.  A copper-covered 
duplicate  of  type  or  cut  matter,  with 
wooden  or  metallic  bottom,  and  of  type 
height. 

Electro.  Electrotype. 

Em.  The  square  of  a type  body. 
Called  “em  ” because  the  body  of  the 
letter  m in  Roman  type  is  generally 
square.  The  cost  of  setting  reading 
matter  is  generally  reckoned  on  a basis 
of  ems,  there  being  an  established 
price  per  thousand  ems. 
em.  Every  month. 

En.  Half  of  an  em. 

English.  14  Point  type.  Twice 
the  depth  of  Minion, 
eod.  Every  other  day. 
eoi.  Every  other  issue, 
eom.  Every  other  month, 
eow.  Every  other  week, 
ew.  Every  week. 

Even  Page.  The  even-numbered 
pages  of  a book,  as  2,  4,  6,  8,  etc. 

Fancy  Tetters.  Type  faces  that 
are  not  plain  and  simple  in  style. 

Fat.  Leaded  or  other  matter  open 
and  easy  to  set. 

Flat  Rate  Contracts.  An  all- 
around  rate  or  price  applying  to  all 
space  for  sale,  as  50  cents  per  line,  and 
no  space  at  greater  or  less  price. 

Folio.  Half  a sheet  of  book  paper 
(19  by  25  inches),  folded  into  two 
leaves  (4  pages).  Applied  to  running 
number  of  pages  in  a book. 

Folioing.  Paging  a book. 

Follow  Copy.  When  written  on 
copy,  means  that  the  typography  of  the 
copy  must  be  followed  exactly,  or  as 
nearly  as  possible. 

Footnote.  Matter  at  the  bottom 
of  a page,  usually  set  in  small  type,  and 
sometimes  preceded  by  a reference 
mark  corresponding  to  a similar  one  in 
the  body  of  the  text. 

Foreign  Advertising.  An  adver- 
tisement of  an  advertiser  who  does  not 
do  business  in  the  town  where  the  pub- 
lication is  published. 

Form.  A page  or  series  of  pages 
in  the  chase  ready  for  the  press  or 
electrotyper. 

Foul  Proof.  Proof  full  of  typo- 
graphical errors.  Change  your  printer. 

Full  Face.  A Roman  type  with 
the  heavy  lines  heavier.  Sometimes 
called  Bold  Face, 
ff.  Full  Face. 


Galley.  A long,  movaltle  tray  for 
the  holding  of  live  and  dead  type  mat- 
ter. Known  as  live-galley  and  dead- 
galley. 

Galley  Proofs.  First  jmcofs,  and 
those  generally  furnished  to  the  proof 
reader  and  author  that  corrections  may 
be  made  before  paging. 

Get  In.  Set  words  very  close  to- 
gether. 

Great  Primer.  18  Point  type. 
Twice  the  depth  of  Bourgeois  and 
three  times  the  depth  of  Nonpareil. 

Gothic.  A perfectly  plain  type  face 
without  shading,  and  with  all  the  lines 
of  the  same  thickness.  Gothic  is 
known  as  Gothic  Extended,  Gothic 
Condensed,  and  Gothic  by  other  spe- 
cial names.  Lining  Gothic  is  a very 
thin  face. 

Guards.  Slugs  type  high  to  pro- 
tect the  edges  of  type  in  stereotyping 
and  electrotyping. 

Half  Sheet.  A half  sheet  of  book 
paper  is  19  by  25  inches. 

Half  Title.  The  upper  portion  of 
the  title-page  of  a book  or  pamphlet. 

Imposing.  Arranging  type  matter 
for  the  press.  Must  not  be  confused 
with  composing,  the  latter  referring  to 
the  setting  of  type. 

Imprint.  The  publisher’s  or  print- 
er’s name  and  address  appended  to  the 
book  or  job. 

Inset.  Page  or  pages  inserted  be- 
tween the  regular  folded  pages  of  a 
book. 

Indentation.  The  space  to  the 
left  at  the  beginning  of  a paragraph. 

Job  Printing.  A term  generally 
applied  to  every  class  of  commercial 
printing,  except  the  printing  of  news- 
papers, books,  and  catalogues. 

Justifying.  Making  both  ends  of 
all  the  lines  even. 

Teaded  Matter.  Type  with  leads 
between  the  lines. 

Teaders.  Dots  or  hyphens  placed 
at  intervals  to  connect  two  words  or 
words.  Usually  used  in  indexes. 

Teads.  Strips  of  metal  of  various 
thicknesses  for  spacing  between  type 
lines.  The  thicknesses  of  leads  are 
generally  reckoned  on  a Pica  basis, 
and  commonly  known  as  six-to-Pica; 
that  is,  six  leads  together  have  the 
thickness  of  one  Pica  line,  and  thirty- 
six  of  them  will  make  an  inch.  Thick 
leads  are  called  slugs. 

Tean.  Type  set  close  together  and 
solid. 

Tean  Type.  T ype  with  a very  thin 
face,  and  capable  of  being  set  so  that 
the  letters  can  come  close  together. 

Tetter  Press.  Printing  from  mov- 
able type.  A term  used  to  distinguish 
ordinary  printing  from  steel  and 
copper  engraving  and  lithography. 


546 

I/ive  Copy.  Manuscript  to  be  put 
into  type. 

I/ong  Primer.  lo  Point  type. 
Twice  the  depth  of  Pearl. 

I/Ower  Case.  Small  letters.  The 
type  case  containing  small  letters  and 
figures. 

l.  c.  Lower  case. 

m.  Monthly. 

Matrix.  The  mold  of  a type  or 
of  anything  else  to  be  cast. 

Matter.  Type  which  has  been  set. 
Designated  as  “ Live  Matter,”  “Stand- 
ing Matter,”  “Dead  Matter.” 

Minion.  7 Point  type.  Much  used 
for  body  matter  in  the  better  class  of 
weekly  newspapers. 

Modern  Roman.  A style  of 
Roman  face  generally  heavier  than 
that  of  Old  Style  Roman. 

Morning  Papers.  Publications 
published  between  midnight  and 
noon. 

Ms.  Manuscript. 

Nonpareil.  6 Point  type.  Gen- 
erally used  for  the  reading  matter  in 
large  daily  papers,  and  as  a basis  of 
advertising  measurement  in  weekly 
and  monthly  publications.  Twelve 
lines  have  the  depth  of  one  inch. 

nr.  Next  to  reading  matter. 

Octavo.  Half  a sheet  of  book 
paper  (19  by  25  inches)  folded  in  eight 
leaves  (16  pages). 

Odd  Pages.  The  odd-numbered 
pages  of  a book,  as  i,  3,  5,  7,  etc. 

Old  Style  Roman.  A face  of 
type  generally  lighter,  rounder,  and 
more  open  than  Modern  Roman. 

Open  Matter.  Type  matter  with 
many  paragraphs  and  leaded. 

p.  page. 

Paragon.  20  Point  type.  Twice 
the  depth  of  Long  Primer. 

Patent  Insides  or  Outsides. 

That  part  of  a newspaper  printed  at  a 
central  office,  commercially  known  as 
cooperative  newspapers. 

Pi.  Mixed-up  type. 


FOWLER’S  PUBLICITY 


Pica.  12  Point  type.  Twice  the 
depth  of  Nonpareil.  6 lines  make  an 
inch. 

Plates.  Electrotypes,  stereotypes, 
and  process  engravings. 

Point  System.  The  new  method 
of  measuring  type,  taking  72  points 
to  make  an  inch.  The  basis  of  type 
measuring. 

Press  Work.  Printing  upon  a 
printing  press. 

q.  Quarterly. 

Quad  or  Quadrat.  A space  placed 
between  words  and  to  fill  out  lines, 
not  smaller  than  an  en  in  width. 

Quarto.  Half  a sheet  of  book 
paper  (19  by  25  inches)  folded  into 
four  leaves  (8  pages). 

Reading  matter.  That  part  of  a 
manuscript  or  type  matter  containing 
the  substance  of  the  work  as  distinct 
from  headlines  and  display  matter. 

Reprint  or  reprint  copy. 
Matter  to  be  set  made  up  of  printed 
matter. 

Revise  or  Revised  Proof.  Proof 
after  corrections  have  been  made. 

Roman  Type.  The  ordinary  type 
used  for  reading  matter. 

Run  In.  A term  used  when  it  is 
desirable  to  have  paragraph  matter 
set  without  paragraphs. 

Running  Head.  The  name  of  the 
chapter  or  the  title  of  the  book  placed 
at  the  top  of  each  page. 

S.  A Sunday  publication. 

Standing  Matter.  Set-up  type  to 
be  printed  from,  or  which  has  been 
printed  from  and  is  waiting  to  be 
printed  from  again. 

Side  Heads.  Words  in  heavier  or 
larger  type  than  the  body  matter  at 
the  side  or  set  into  a paragraph. 

Slug.  A thick  lead,  and  generally 
applied  to  all  leads  thicker  than  four- 
to-Pica. 

sm.  Semi-monthly. 

Sm.  Caps.  Small  capital  letters. 

Small  Pica.  ii  Point  type.  Twice 
the  depth  of  Agate. 


Solid.  Unleaded  type. 

Spaces.  Pieces  of  lead  not  type 
high,  and  not  as  wide  as  an  en,  placed 
between  words. 

Stereotypes.  Duplicates  of  type 
matter  cast  into  a solid  body  of  lead. 

Stet.  Signifies,  when  written  oppo- 
site an  erroneous  correction,  that  no  at- 
tention is  to  be  paid  to  such  correction. 

Stick.  Composing  stick.  Applies  to 
about  two  inches’  depth  of  set-up  type, 
sw.  Semi-weekly. 

Table  Work.  The  setting  of  fig- 
ures and  tables  of  matter. 

Size  and  Calender.  Refers  to 
the  finish  of  ordinary  book  paper,  and 
to  a quality  of  paper  between  news- 
paper and  coated  paper, 
s.  & c.  s ize  and  calender, 
tc.  Top  of  column, 
tf.  Until  forbidden. 

Token.  500  sheets  printed  on  one 
side,  or  250  sheets  printed  on  both 
sides.  Press  work  is  usually  charged 
by  the  token, 
tr.  Transpose. 

Upper  Case.  Refers  to  the  case 
containing  capital  and  small  capital 
letters, 
w.  Weekly. 

Wrong  font.  The  wrong  size  or 
style  of  letter, 
wf.  Wrong  font. 

2 taw,  3 taw,  etc.,  mean,  respec- 
tively, two  times  a week,  three  times  a 
week,  etc. 

A single  line  drawn  beneath  words 
signifies  italics. 

Two  lines  drawn  beneath  words 
signify  small  capitals. 

Three  lines  drawn  beneath  words 
signify  capitals. 

A circle  drawn  around  numerals,  in 
some  offices,  signifies  that  the  word  is 
to  be  spelled  out  in  letters. 

Coated  Paper.  A paper  with  a 
very  fine,  hard  finish,  suitable  for  half- 
tone and  high-grade  cut  work. 


Words  of  Others 


Poetry  is  everywhere  ” 


ITERATURE  and  poetry  have  their  part  in  business,  and  many  a line 
of  rhyme,  and  many  an  apt  saying  b}'  a great  writer,  can  be  made  to 
nicely  tit  into  place  and  become  a part  of  advertising. 

Strong  quotations  give  weight  and  dignity  to  the  higher  grade  of 
social  advertisements,  and  add  a quiet  refinement  to  the  better  class  of 
announcements,  books,  and  other  printed  matter. 

A pertinent  quotation  at  the  head  of  a finely  executed  announcement  or  in  a high- 
grade  advertisement  takes  up  but  little  room,  pleasantly  appeals  to  the  artistic  sense 
of  the  reader,  and  assists  in  harmonizing  the  advertisement. 

If  possible,  the  quotation  should  be  directly  in  the  line  of  the  business  or  should 
be  appropriate  to  the  occasion;  but  there  is  no  necessity  of  having  the  connection 
between  the  quotation  and  the  advertisement  absolute,  for  an  indirect  appropriateness 
is  appropriate. 

The  quotation  may  be  used  anywhere  in  the  advertisement  or  announcement,  but 
the  best  place  for  it  is  at  the  top,  set  ofi'  by  itself  and  enclosed  with  quotation  marks. 

The  author’s  name  may  be  used  or  not,  and  should  be  used  if  the  quotation  is  not 
easily  recognized. 

Qiiotations  should  always  be  set  in  some  light  face  type.  Old  Style  Roman  and  such 
faces  as  Lining  Gothic,  Ronaldson,  and  Erench  Elzevir  being  recommended. 

The  type  used  should  be  of  a size  which  will  allow  the  quotation  to  go  about  two 
thirds  across  the  page,  except  in  the  case  of  a book,  when  that  t^^pe  must  be  chosen 
which  will  admit  of  the  same  size  being  used  at  the  head  of  each  chapter. 

Qiiotations  may  occupy  two  lines,  or  even  three,  but  it  is  better  that  they  occupy 
but  one. 

For  convenience  sake  the  following  quotations  are  classified,  but  it  is  obvious  that 
quotations  under  one  heading  may  be  appropriate  for  other  lines  of  trade. 

The  relatively  large  number  of  anonymous  quotations  are  mostly  original  with  the 
writer,  and  are  given  because  there  appears  to  be  a lack  of  words  applying  to  busi- 
ness in  the  pages  of  literature  and  poetry  by  the  most  famous  authors. 

If  a quotation  is  apt,  it  is  not  always  material  whether  or  not  a famous  name  can  be 
applied  to  it,  for  the  good  of  a quotation  is  very  largely  in  the  quotation  itselt,  and  not 
in  the  reputation  of  its  author. 


547 


548 


FOWLER’S  PUBLICITY 


Advertising 

Advertising  is  to  business  what  steam  is  to 
machinery  — tlie  grand  motive  power. 

— Macaulay. 

There  is  but  one  way  of  obtaining  business  — 
publicity  ; but  one  way  of  obtaining  publicity — 
advertising.  — Blackwood. 

Therefore  give  me  no  counsel : my  griefs  cry 
louder  than  advertisements.  — Shakespeare. 

Agricultural 

The  first  farmer  was  the  first  man,  and  all 
historic  nobility  rests  on  possession  and  use  of 
land.  — Emerson. 

Adam,  well  may  we  labor,  still  to  dress 
This  garden,  still  to  tend  plant,  herb,  and 
flower.  — Milton. 

Don’t  starve  your  land.  — Anon. 

It  wants  to  be  fed.  — Anon. 

Don’t  keep  your  land  hungry.  — Anon. 

Use  care  for  full  harvest. — -Anon. 

For  the  land’s  sake.  — Anon. 

Work  your  land,  don’t  let  your  land  work 
you.  — Anon. 

Make  your  land  work.  — Anon. 

Yours  for  crop  economy.  — Anon. 

Yours  for  larger  crops.  — Anon. 

The  land  loves  it.  — Anon. 

Land  feeders.  — Anon. 

The  juicy  pear 

Lies  in  a soft  profusion  scattered  round. 

— Thomson. 

Each  tree. 

Laden  with  fairest  fruit,  that  hung  to  th’  eye 
Tempting,  stirr’d  in  me  sudden  appetite 
To  pluck  and  eat.  — Milton. 

Heap  high  the  farmer’s  wintry  hoard  1 
Heap  high  the  golden  cornl 

No  richer  gift  has  Autumn  poured 
From  out  her  lavish  horn  ! 

Let  other  lands,  exulting,  glean 
The  apple  from  the  pine. 

The  orange  from  its  glossy  green, 

The  cluster  from  the  vine ; 

But  let  the  good  old  corn  adorn 
The  hills  our  fathers  trod  ; 

Still  let  us,  for  His  golden  corn. 

Send  up  our  thanks  to  God  ! 

— Whittier. 

Architectural 

He  that  hath  a house  to  put  his  head  in  has 
a good  head  piece.  — King  Lear. 

Houses  are  built  to  live  in,  not  to  look  on  ; 
therefore,  let  use  be  preferred  before  uniform- 
ity, except  where  both  can  be  had.  — Bacon. 

I would  have,  then,  our  ordinary  dwelling- 
houses  built  to  last,  and  built  to  be  lovely;  as 
rich  and  full  of  pleasantness  as  may  be,  with- 
in and  without,  and  with  such  differences  as 


might  suit  and  express  each  man’s  character 
and  occupation,  and  partly  his  history. . — 
Ruskin. 

The  value  of  architecture  depends  on  two 
distinct  characters  — the  one,  the  impression 
it  receives  from  human  power ; the  other,  the 
image  it  bears  of  the  natural  creation.  — Rus- 
kin. 

Bakers 

Wouldst  thou  eat  thy  cake  and  have  it 
— George  Herbert. 

Here  is  bread,  which  strengthens  man’s 
heart,  and  therefore  is  called  the  staff  of  life. 
— Matthew  Henry. 

Barbers 

I must  to  the  barber’s  ; for,  methinks, 

I am  marvellous  hairy  about  the  face. 

— Midsummer  Night's  Dream. 

Blacksmiths 

And  him  who,  with  the  steady  sledge, 
Smites  the  shrill  anvil  all  day  long. 

— Bryant. 

The  painful  smith,  with  force  of  fervent  heat, 

The  hardest  iron  soon  doth  mollifie. 

That  with  his  heavy  sledge  he  can  it  beat. 

And  fashion  to  what  he  it  list  apply. 

— Spenser. 

Books  and  Stationery 

A book’s  a book  though  there’s  nothing  in 
it.  — Byron. 

Reading  is  to  the  mind  what  exercise  is  to 
the  body.  — Proverb. 

Brains  and  books  are  found  together.  — 
Anon. 

It’s  in  the  book  — there  must  be  something 
to  it.  — Anon. 

Some  ink,  paper,  and  light.  — Anon. 

Take  away  the  sword  ! States  can  be  saved 
without  it.  Bring  the  pen  1 — Bulwer. 

Pens  carry  further  than  rifled  cannon. — 
Bayard  Taylor. 

After  all,  there  is  nothing  like  a book. — 
Rufus  Choate. 

My  library  was  dukedom  barge  enough. — 
Shakespeare. 

I like  books.  I was  born  and  bred  among 
them,  and  in  their  company  1 have  the  easy 
feeling  that  a stable-boy  has  among  horses.  — 
Holmes. 

Come,  my  best  friends,  my  books  1 and  lead 
me  on.  — Cowley. 

I entrench  myself  in  my  books,  equally 
against  sorrow  and  the  weather.  — Leigh 
Hunt. 

Old  wood  to  burn,  old  wine  to  drink,  old 
friends  to  trust,  old  books  to  read.  — Alonzo  of 
Aragon. 


But  words  are  things,  and  a small  drop  of  ink. 
Falling  like  dew  upon  a thought,  produces 
That  which  makes  thousands,  perhaps  mil- 
lions, think  ; 

’Tis  strange,  the  shortest  letter  which  man 
uses 

Instead  of  speech  may  form  a lasting  link  of 
ages.  — Byron. 

Boots  and  Shoes 

The  shoemaker  makes  a good  shoe  because 
he  makes  nothing  else.  — Emerson. 

Fitters  of  men.  — Anon. 

Dealer  in  soles.  — Anon. 

Feet  fitters. — Anon. 

Let  firm,  well-hammered  shoes  protect  thy  feet 
Through  freezing  snows,  and  rains,  and  soak- 
ing sleet.  — Gay. 

He  walks  on  comfort.  — Anon. 

How  much  a man  is  like  his  shoes ! 

For  instance,  both  a soul  may  lose  ; 

Both  have  been  tanned  ; both  are  made  tight — 
By  cobblers ; both  get  left  and  right. 

Both  need  a mate  to  be  complete  ; 

And  both  are  made  to  go  on  feet. 

They  both  need  healing ; oft  are  sold. 

And  both  in  time  will  turn  to  mould. 

With  shoes  the  last  is  first ; with  men 
The  first  shall  be  the  last  ; and  when 
The  shoes  wear  out  they’re  mended  new  ; 
When  men  wear  out  they’re  men  dead  too  ! 
They  both  are  tread  upon,  and  both 
Will  tread  on  others,  nothing  loth. 

Both  have  their  ties,  and  both  incline. 

When  polished,  in  the  world  to  shine  ; 

And  both  peg  out.  Now,  would  you  choose 
To  be  a man  or  be  his  shoes  ? — A non. 

Let  firm,  well  hammered  soles  protect  thy 
feet 

Through  freezing  snows,  and  rains,  and  soak- 
ing sleet  ; 

Should  the  big  last  extend  the  sole  too  wide. 
Each  stone  will  wrench  the  unwary  step  aside  ; 
The  sudden  turn  may  stretch  the  swelling 
vein. 

The  cracking  joint  unhinge,  or  ankle  sprain  ; 
And  when  too  short  the  modish  shoes  are 
worn. 

You’ll  judge  the  seasons  by  your  shooting 
corn.  — Gay. 

He  cobbled  and  hammered  from  morning  till 
dark. 

With  the  foot  gear  to  mend  on  his  knees  ; 
Stitching  patches,  or  pegging  on  soles  as  he 
sang. 

Out  of  tune,  ancient  catches  and  glees. 

— Oscar  H.  Harpel. 

Butchers 

Why,  that’s  spoken  like  an  honest  drover  ; 
So  they  sell  bullocks. 

— Much  Ado  About  Nothing. 


Cabinet  Makers 

Necessity  invented  stools. 
Convenience  ne.\t  suggested  elbow-chairs, 
.•\nd  Luxury  the  accomplished  sofa  last. 

— Cowper. 

Ingenious  Fancy,  never  better  pleased 
Than  when  employed  t’  accommod.ate  the  fair. 
Heard  the  sweet  moan  of  pity,  and  devised 
The  soft  settee,  one  elbow  at  each  end, 

.\nd  in  the  midst  an  elbow  it  received. 

United,  yet  divided,  twain  at  once. 

— Cowper. 

Carpentry  and  Building 

In  the  modern  days  of  art. 

Builders  build  with  utmost  care 
Each  minute  and  unseen  part. 

Quality  goes  everywhere. 

— Adapted. 

Dancing 

On  with  the  dance  1 Let  joy  be  unconfined  ; 
No  sleep  till  morn,  when  youth  and  pleasure 
meet.  — Byron. 

Merrily,  merrily  whirled  the  wheels  of  the 
dizzying  dances 

Under  the  orchard-trees  and  down  the  path  to 
the  meadows  ; 

Twelve  dancers  are  dancing,  and  taking  no 
rest, 

.■tnd  closely  their  hands  together  are  pressed  ; 
.•\s  soon  as  a dance  has  come  to  a close, 
.■\nother  begins,  and  each  merrily  goes. 

— Heine. 

Old  folk  and  young  together,  and  children 
mingled  among  them.  — Longfellow. 

Dentists 

I have  the  toothache. 

What  1 sigh  for  the  toothache  ? 

— Much  Ado  About  Nothing. 
Those  cherries  fairly  do  enclose 
Of  orient  pearl  a double  row. 

Which,  when  her  lovely  laughter  shows. 

They  look  like  rosebuds  filled  with  snow. 

— Richard  Allison. 
For  there  was  never  yet  philosopher 
That  could  endure  the  toothache  patiently. 

— Much  Ado  About  Nothing. 

Dressmakers 

“ I never  saw  a better  fashioned  gown. 

More  quaint,  more  pleasing,  nor  more  com- 
mendable.” 

— The  Taming  of  the  Shrew. 

Druggists 

Correctly  compounded  compounds. 

— Anon. 

The  safety  of  care.  — Anon. 

Care  and  purity.  — Anon. 

“ I do  remember  an  apothecary,  — 


WORDS  OF  OTHERS 


And  hereabouts  he  dwells,  — whom  late  I 
noted 

In  tattered  weeds,  with  overwhelming  brows. 
Culling  of  simples.”  — Shakespeare. 

Educational 

Live  and  learn,  and  indeed  it  takes  a great 
deal  of  living  to  get  a little  learning.  — Rus- 
kin. 

Education  is  a better  safeguard  than  a stand- 
ing army.  — Rverett. 

Education  commences  at  the  mother’s  knee, 
and  every  word  spoken  within  the  hearing  of 
little  children  tends  towards  formation  of 
character.  — Ballow. 

Furniture 

Own  thou  no  chair  in  which  thou  hast  not 
taken  thy  nap.  — Anon. 

General  Business 

Awake  your  senses  that  you  may  be  better 
judge.  — Julius  Ccesar. 

Now  can  the  winter  of  your  discontent  be 
made  glorious  summer.  — Shakespeare. 

Men  perished  in  winter  winds  till  one  smote 
fire 

From  flint  stones. 

— Edwin  Arnold,  “ Light  of  Asia.” 
Note  me  this  good  friend.  — Coriolanus. 
Golden  opinions  from  all  sorts  of  people.  — 
Macbeth. 

I’ll  be  correspondent  to  command.  — The 
Tempest. 

I criticise  not  by  finding  fault  only,  but  by 
creating  something  better.  — Michael  An- 
gelo. 

We  number  nothing  that  we  spend  for  you  ; 
Our  duty  is  so  rich,  so  infinite. 

That  we  may  do  it  still  without  accompt. 

— Love's  Labour's  Lost. 
They  work  quickly  and  they  last.  — Anon. 
We  are  yours  as  we  have  always  been  and 
always  will  be.  — Anon. 

Yours  for  more  business.  — Anon. 

Yours  for  mutual  profit.  — Anon. 

The  combination  of  all  that  is  best  put  to- 
gether the  best.  — Anon. 

Success  by  successful  methods.  — Anon. 

If  it’s  a it  lasts.  — Ano?i. 

Despatch  is  the  soul  of  business.  — Earl  of 
Chesterfield. 

Built  for  business.  — Anon. 

Business  despatched  is  business  well  done. 
But  business  hurried  is  business  ill  done. 

— Bulwer  Lytton. 

I’ll  give  thrice  so  much  land  to  any  well-deserv- 
ing friend ; 

But  in  the  way  of  bargain,  mark  ye  me. 

I’ll  cavil  on  the  ninth  part  of  a hair. 

— Henry  IV. 


519 

The  chief  source  of  happiness  is  the  act  of 
making  others  happy,  and  kindness  is  the  gol- 
den chain  by  which  society  is  bound  together. 

— .4  non. 

He  who  wishes  to  secure  the  good  of  others 
has  already  secured  his  own.  — Confucius. 
Politeness  is  the  grease  to  the  human  axle. 

— Anon. 

Every  good  act  is  charity.  A man’s  true 
wealth  hereafter  is  the  good  that  he  does  in 
this  world  to  his  fellows.  — Mahomet. 

One  of  the  sublimest  things  in  the  world  is 
plain  truth.  — Bulwer  Lytton. 

Sin  has  many  tools,  but  a lie  is  the  handle 
of  them  all.  — Anon. 

Punctuality  is  the  soul  of  business.  — Prov- 
erb. 

Life  is  not  so  short  but  there  is  always  time 
for  courtesy.  — Emerson. 

I never  heard  any  soldier  dislike  it.  — Meas- 
ure for  Measure. 

I’ll  fish  for  thee  and  get  wood  enough.  — 
Tempest. 

Learn  never  to  repine  at  your  own  misfor- 
tunes, or  to  envy  the  happiness  of  another.  — 
Addison. 

If  you  know  how  to  spend  less  than  you  get, 
you  have  the  philosopher’s  stone.  — Ben. 
Franklin. 

Never  trouble  yourself  with  trouble  till 
trouble  troubles  you.  — Proverb. 

Every  one  should  sweep  before  his  own 
door.  — Proverb. 

Self-respect  — the  corner  stone  of  all  virtue. 

— Sir  John  Herschel. 

The  web  of  our  life  is  of  a mingled  yarn, 
good  and  ill  together.  — Shakespeare. 

All  those  who  pass  through  the  door  of  suc- 
cess will  find  it  labelled  push.  — Anon. 
Everything  will  come  to  him  that  waits,  but 
here’s  a rule  that’s  slicker  : 

The  man  who  goes  for  what  he  wants  will  get 
them  all  the  quicker.  — Judge. 
Remember  that  we  have  not  got  time  to  go 
back  and  rub  out  our  unfortunate  footprints. 

— Proverb. 

Some  people  cannot  make  themselves  com- 
fortable without  sitting  down  on  somebody 
else.  — Ano)!. 

Persist,  persevere,  and  you  will  find  most 
things  attainable  that  are  possible.  — Chester- 
field. 

Loss  of  sincerity  is  loss  of  vital  power.  — 
Bovee. 

Our  grand  business  is  not  to  see  what  lies 
dimly  at  a distance,  but  to  do  what  lies  clearly 
at  hand.  — Carlyle. 

Errors  like  straws  upon  the  surface  flow. 

He  who  would  search  for  pearls  must  dive  be- 
low — Dryden. 


550 


FOWLER’S  PUBLICITY 


Experience  teaches  slowly  and  at  cost  of 
mistakes.  — Fronde. 

Truth  may  bend  but  never  break,  and  will 
ever  rise  above  falsehood  like  oil  above  water. 

A man  who  cannot  mind  his  own  business 
is  not  to  be  trusted  with  the  King’s. — 
Saville. 

The  purest  treasure  mortal  times  afford 
Is  spotless  reputation.  — Shakespeare. 
Perhaps  you’ll  need  me  during  ’gy. — Ano/t. 
.\  glorious  foretaste  of  the  happy  days  to 
come.  — Anon. 

By  merit  raised  to  eminence.  — Milton. 

Hats  and  Bonnets 

A well-dressed  man  atopped  aright. 

— A non. 

Covered  appropriately. — Anon. 

A well-set  hat  on  a well-built  head. 

— Anon. 

Tops  for  gentlemen.  — Anon. 

The  harmonious  bonnet.  — Anon. 

Hatters 

Crowned  with  beauty.  — Anon. 

A hat  not  much  the  worse  for  wear. 

— Cowper. 

My  new  straw  hat  that’s  trimly  lined  with 
green, 

Let  Peggy  wear.  — Gay. 

Have  a good  hat ; the  secret  of  your  looks 
Lives  with  the  beaver  in  Canadian  brooks  ; 
Virtue  may  flourish  in  an  old  cravat  ; 

But  man  and  nature  scorn  the  shocking  hat. 

— Holmes. 

A matchless  hat  well  matched  her  matchless 
face.  — Anon. 

Well  hatted.  — Anon. 

Hotels  and  Restaurants 

Will  you  go  with  me  ? We’ll  mend  our 
dinner  here.  — Comedy  of  Errors. 

Appetites  removed  here. — Anon. 

We’ll  cure  that  aching  void.  — Anon. 

Your  money’s  worth  of  food  and  room  and 
nature  free.  — Anon. 

Here  is  the  bread  which  strengthens  man’s 
heart,  and  therefore  is  called  the  staff  of  life. 
— Matthew  Henry. 

Oh,  who  can  cloy  the  hungry  edge  of  appetite 
By  bare  imagination  of  a feast  ? 

— Shakespeare. 

-A.  joint  of  mutton  and  any  pretty  little  kick- 
shaws. — Shakespeare. 

Shall  I not  take  mine  ease  in  mine  inn  ? 

— Hejiry  IV. 
We  left  tlie  shade  : 

And,  ere  the  stars  were  visible,  had  reached 
A village  inn,  — our  evening  resting-place. 

— Wordsworth. 
AVhoe’er  has  travelled  life’s  dull  round, 
Wliere’er  his  stages  may  have  been. 

May  sigh  to  think  he  still  has  found 
The  warmest  welcome  at  an  inn. 

— Shc/istonc. 


Nearer  as  they  came,  a genial  savor 
Of  certain  stews,  and  roast  meats,  and  pilaus. 
Things  which  in  hungry  mortal’s  eyes  find 
favour.  — Byron. 

Yet  smelt  roast  meat,  beheld  a huge  fire  shine. 
And  cooks  in  motion,  with  their  clean  arms 
bared.  — Byron. 

We  may  live  without  poetry,  music,  and  art ; 
We  may  live  without  conscience,  and  live  with- 
out heart ; 

We  may  live  without  friends ; we  may  live 
without  books : 

But  civilized  man  cannot  live  without  cooks. 

— Owen  Meredith. 

Indeed,  sir,  she  was  the  sweet  marjoram  of 
the  salad,  or  rather  the  heart  of  grace.  — All’s 
Well  That  Ends  Well. 

One  feast,  one  liouse,  one  mutual  happiness. 

— Two  Getitlenien  of  Verona. 

What  will  this  sister  of  mine  do  with  rice  ? 
— ■ Winter’s  Tale. 

Jewelry  and  Watches 

Seek  not  to  reform  every  one’s  dial  by  your 
own  watch.  • — Dryden. 

Luxurious  necessities.  — Anon. 

A sparkling  jeweled  panorama  of  gems  of 
beautiful  usefulness.  — .4non. 

Things  of  home  brightening.  — Anon. 
Stones  of  small  worth  may  lie  unseen  by  day. 
But  night  itself  does  the  rich  gem  betray. 

— Cowley. 

K pearl  may  in  a toad’s  head  dwell. 

And  may  be  found,  too,  in  an  oyster  shell. 

— Btinyan. 

The  lively  diamond  drinks  thy  purest  rays. 
Collected,  light,  compact.  — Thomson. 
These  gems  have  life  in  them  : their  colors 
speak. 

Say  what  words  fail  of.  — George  Eliot. 
The  clock  upbraids  me  with  the  waste  of  time. 

— Twelfth  Night. 

Livery 

■A  horse,  a horse,  my  kingdom  for  a horse. 

— Shakespeare. 

Many  carriages  he  hath  despatched. 

— King  John. 

Go  call  a coach,  and  let  a coach  be  called. 

And  let  the  man  who  calleth  be  the  caller; 
•And  in  liis  calling  let  him  nothing  call. 

But  coach  I coach  ! coach  ! O for  a coach,  ye 
gods  ! — Henry  Carey. 

Masons 

Sir,  he  made  a chimney  in  my  father’s 
house,  and  the  bricks  are  alive  at  this  day  to 
testify  it.  — Henry  VI. 

Musical 

Music  is  love  hunting  for  a word. 

— Anon. 

Music  washes  away  from  the  soul  tlie  dust 
of  every-day  life.  — Auerbach. 

Softly  her  fingers  wander  o’er 

The  yielding  planks  of  the  ivory  floor. 

— Benjamin  F.  Taylor. 


Physicians 

A wise  physician,  skilled  our  wounds  to  heal. 
Is  more  than  armies  to  the  public  weal. 

— Pope. 

Pottery 

Turn,  turn,  my  wheel!  Turn  round  and 
round 

Without  a pause,  without  a sound  ; 

So  spins  the  flying  world  away ! 

This  clay,  well  mixed  with  marl  and  sand. 
Follows  the  motion  of  my  hand  ; 

For  some  must  follow,  and  some  command. 
Though  all  are  made  of  clay  I 

— Longfellow. 

Restaurants 

For  human  nature’s  daily  food. — Words- 
worth. 

Safes  and  Vaults 

Lock  security.  — Anon. 

’Tis  plate  of  rare  device  ; and  jewels 
Of  rich  and  e.xquisite  form  ; their  values  great ; 
And  I am  something  curious,  being  strange. 
To  have  them  in  safe  storage.  — Cymbeline. 

Soap 

Next  to  godliness  and  cleanliness,  cheerful- 
ness is  the  third  great  duty  of  man.  — Choate. 

Tailoring  and  Clothing 

’Tis  not  the  clothes  that  make  the  man 
but  how  they  help.  — Anon. 

The  harmony  of  dress  and  man.  — Anon. 
The  outward  forms  the  inner  man  reveal. 

— Holmes. 

Be  sure  your  tailor  is  a man  of  sense. 

— Holmes. 

Sister  I look  ye. 

How,  by  a new  creation  of  my  tailor’s. 

I’ve  shook  off  old  mortality. 

— John  Ford. 
What  a fine  man 
Hath  your  tailor  made  you. 

— Massinger. 

I’ll  be  at  charges  for  a looking-glass. 

And  entertain  my  friend  the  tailor 
To  study  fashions  to  adorn  my  body. 

— Shakespeare. 

Costly  thy  habit  as  thy  purse  can  buy. 

But  not  expressed  in  fancy  ; rich,  not  gaudy  I 
For  the  apparel  oft  proclaims  the  man. 

— Hamlet. 
Tea  and  Coffee 
The  cup  of  sociability.  — .4non. 

Here,  thou  great  .Anna!  whom  three  realms 
obey. 

Dost  sometimes  counsel  take  — and  some- 
times tea.  — Pope. 

Travel 

Every  traveler  h.as  a homo  of  his  own  and 
he  learns  to  appreciate  it  tlie  more  from  liis 
wanderings.  — Dickens. 

Travel  gives  a character  of  experience  to  our 
knowledge,  and  brings  out  the  figures  upon 
the  tablet  of  our  memory.  — Tiickcrman. 


Religious  Publicity 

“ Let  your  light  so  shine  before  men  that  they  may  see  your  good  works  ” 


E ethics  of  religion  are  common  property. 

The  world  has  a right  to  talk  about  and  to  discuss  what  was  given 
for  the  world’s  benefit. 

There  is  a universal  Christian  movement. 

The  Church,  and  what  the  Church  stands  for,  represent  the  institu- 
tions of  civilization. 

The  modern  undertaker  is  interring  theology  and  infidelity  in  the  same  coffin. 

Christianity  is  growing. 

In  the  school  book,  in  the  pulpit,  in  the  public  hall,  in  every  legislative  body,  in 
every  court,  everywhere  throughout  the  length  and  breadth  of  civilized  lands  are  to 
be  found  an  intentional,  prominent,  and  continuous  recognition  and  mention  of  what 
is  called  religion. 

There  are  disbelievers  of  some  of  the  details  of  religious  teaching,  but  the  intelli- 
gence of  the  earth,  whether  its  possessors  go  to  Church  or  not,  respects  and  facilitates 
every  practical  Christian  movement. 

There  are  few  men  in  these  days  of  progressive  enlightenment  who  deii}^  the  use- 
fulness of  the  Bible,  and  who  believe  that  there  are  no  advantages  in  the  accepted 
forms  of  Christianity. 

INIost  of  the  unbelievers  in  religion  are  unbelievers  in  word  only,  and  unthinkingly 
and  carelessly  broad-statement  their  agnostic  words,  that  they  may  create  the  im- 
pression that  they  are  too  refined  and  well  educated  to  fathom  the  unfathomable  depth 
of  accepted  axioms. 

Pure  Christianity  is  neither  mysterious  nor  beyond  the  intelligence  of  real  intelli- 
gence. 

The  manifestations  of  Christianit}^  are  natural,  progressive,  necessary,  practical, 
and  beneficial  elements  for  the  upbuilding  of  the  human  race,  and  they  entirel}^  cover 
ever}'  condition  of  mind  and  body,  and  of  society  and  business. 

Any  comprehensive  work  on  publicity  would  be  incomplete  without  a treatment 
of  that  which  underlies  life,  sustains  life,  and  perpetuates  life,  and  without  which 
quarrel,  riot,  and  war  would  take  the  place  of  legitimate  competition  in  business. 

High  Church  people  of  low  religious  instincts,  the  lazy,  the  indifferent,  and  the 
always  retiring  members  of  Christian  bodies  object  to  the  naked-handed  handling  of 


552 


FOWLER’S  PUBLICITY 


any  religious  topic,  and  would  keep  religious  thought  and  action  under  double  lock 
in  the  plush-lined  jewel  caskets  of  their  inner  chambers. 

The  good  of  Christianity  is  in  the  distribution  of  its  good. 

Probably  more  than  two  thousand  millions  of  dollars,  annually  expended  in  the 
business  countries  of  the  world,  are  for  the  most  part  devoted  to  common  trade  en- 
lightenment, while  but  little  money  is  used  to  announce  the  only  indispensable  human 
commodity,  — Christianity. 

We  are  of  this  world,  and  until  we  are  of  another  world  we  must  handle  holy 
things  along  the  lines  of  our  understanding,  and  we  must  not  mishandle  them  by 
methods  which  we  do  not  understand. 

The  Bible  is  but  a simple,  intelligible  translation  of  Holy  Writ  into  the  common 
writ  of  the  people,  and  barring  the  few  mysterious  passages,  it  is  the  only  absolutely 
perfect  example  of  expressed  simplicity. 

Theology  is  but  the  sagacious  guessing  of  more  or  less  sagacious  men,  and  the 
wrangling  over  it  is  due  to  an  attempt  to  learn  the  meaning  of  unimportant  passages. 

To  throw  out  all  the  teachings  of  Christianity  because  one  does  not  understand  all 
of  them  is  as  foolish  as  to  throw  away  the  arithmetic  because  one  cannot  master  a 
few  entangled  problems. 

The  writer  takes  it  for  granted  that  he  is  addressing  a body  of  intelligent  users  of 
Christianity,  folks  who  hear  their  Creator  in  the  honest  stroke  of  the  hammer  and 
who  believe  that  the  God  of  Christianity  is  the  God  of  Trade. 

The  writer  wishes  it  distinctly  understood  that  he  is  not  bringing  the  holiness  of 
Christianity  down  to  the  level  of  common  barter,  for  he  is  attempting  the  alignment 
that  all  that  is  good  in  the  handling*  of  business  and  in  the  construction  of  advertising 
can  be,  and  should  be,  applied  to  the  spreading  of  Christianity.  He  must  for  the 
time,  and  with  every  effort  to  avoid  irreverence,  discuss  the  advertising  of  the  Church 
from  a commercial  point  of  view. 

Something  for  nothing  never  has  been  business  and  never  will  be  business. 

Something  for  nothing  never  has  been  and  never  will  be  a part  of  Christianity’s 
motion. 

Salvation  is  not  free. 

If  it  were  free  it  would  not  be  worth  having. 

The  redeemed  sinner  would  not  respect  himself,  nor  would  he  be  respected  if  he 
did  not  make  an  effort  to  reciprocate. 

Religion  must  be  paid  for. 

If  it  be  paid  for  it  must  be  for  sale. 

If  it  be  for  sale  it  must  be  a commodity. 

If  it  be  a commodity  it  must  be  handled  and  advertised  along  the  better  lines  of 
developing  other  commodities. 

The  difference  between  the  commodity  of  religion  and  the  commodity  of  trade  is 
that  one  is  an  absolute  necessity  and  the  other  a commercial  convenience. 

Religion  and  that  which  religion  gives  must  be  paid  for. 


RELIGIOUS  PUBLICITY 


553 


There  is  no  perpetual  standard  of  le<>^al  tender. 

The  eountry  editor  sells  his  paper  for  potatoes.  To  him  the  potato  is  a legal 
tender. 

The  laborer  sometimes  pays  for  his  food  with  work,  and  the  farmer  often  cultivates 
on  shares. 

That  which  is  used  as  a means  of  obtaining  anything  for  the  time  being  must  be  a 
legal  tender. 

Salvation  cannot  be  procured  without  an  honest  repentance  and  a firm  desire  to  do 
good  work  at  a sacrifice. 

Repentance,  sacrifice,  intention,  and  work  are  the  legal  tenders  in  the  purchase  of 
salvation. 

No  sensible  person,  religious  or  otherwise,  dares  to  speak  lightly  of  advertising. 

To  condemn  advertising  because  certain  kinds  of  it  are  of  a lower  order  is  as  un- 
charitable as  to  condemn  all  books  because  some  books  are  unnaturally  immoral  or 
unnaturally  moral. 

The  circus  style  of  advertising,  with  the  sensation  left  in  it  and  with  the  lies  taken 
out  of  it,  is  successfully  used  by  the  new  and  old  Salvation  Armies,  and  if  one  is  fair 
enough  to  estimate  its  character  by  the  good  it  does,  it  may  be  far  better  than  the 
gilt-edged  program  of  the  Easter  service  of  bonnets. 

Advertising  is  the  presentation  of  anything  by  any  medium  of  connection.  It 
travels  by  paper  and  press,  by  word  of  mouth,  by  paint  and  brush,  by  wire,  and  by 
everything  that  will  hold  or  transmit  words,  sound,  or  charaeters. 

If  this  is  advertising,  and  the  world  says  it  is,  then  the  first  chapter  of  Genesis  was 
the  first  advertisement. 

The  Bible  is  the  grandest,  the  most  exhaustive,  the  most  sensible,  and  the  best 
written  and  most  effective  advertisement  ever  conceived. 

Every  chapter  of  the  Bible  is  a glorious  advertisement  of  Christian  morality  and  of 
the  benefits  of  goodness. 

In  every  book  of  the  Bible  there  are  the  most  beautifully  written,  the  most  em- 
phatic, and  the  brightest  of  glowing  descriptions  of  the  magnificence  of  Heaven  and 
of  the  myriads  of  attractions  for  the  benefit  of  the  blessed. 

The  Bible  advertisements  are  in  the  perfection  of  description,  the  purity  of  sim- 
plicity, and  the  honesty  of  correctness. 

The  advertisements  in  the  Bible  are  of  unanswerable  argument,  and  defy  the  com- 
petition of  the  devil  and  meet  him  upon  his  own  field  of  action. 

The  word  “ advertise  ” is  used  twice  in  the  Bible,  once  in  Numbers  xxiv  : 14, 
where  it  says,  “And  now,  behold,  I go  unto  my  people:  come  therefore,  and  I will 
advertise  thee  what  this  people  shall  do  to  thy  people  in  the  latter  days”;  and  in 
Ruth  iv:  4,  where  it  reads,  “ And  I thought  to  advertise  thee,  saying.  Buy  it  before 
the  inhabitants,  and  before  the  elders  of  my  people.”  . 

The  term  “ publish”  appears  about  a hundred  times  in  the  two  Testaments,  and 
the  way  it  is  used  indicates  that  fully  half  of  the  verses  would  have  contained  the 


554 


FOWLER’S  PUBLICITY 


word advertise  ” instead  of  “ publish,”  had  the  early  writers  appreciated  the  real 
meaning  of  what  is  now  known  as  advertising.  The  department  entitled  Biblical 
Publicity  presents  all  of  the  verses  in  the  Bible  directly  or  indirectly  referring  to 
publishing  and  to  advertising.  Certainly  a department  like  this  has  its  place  in  a 
book  of  broad  publicity. 

This  early  mention  of  advertising  places  publicity  upon  a platform  deeper  and 
broader  than  that  realized  at  the  present  day  and  considers  advertising  the  presen- 
tation or  announcement  of  anything. 

The  best  advertisements,  as  well  as  the  best  arguments  of  every  kind,  are  modeled 
after  Biblical  logic. 

There  is  not  any  good  in  unknown  good. 

Throw  all  the  bread  into  a cavern,  lock  the  cavern  and  lose  the  key,  and  there 
might  as  well  be  no  bread. 

It  is  the  connection  between  the  use  of  good  and  the  good  itself  that  produces 
good. 

Advertising  connects  the  good  with  the  use  of  the  good. 

If  it  were  not  for  advertising  people  would  not  connect  with  each  other,  good 
things  would  be  unknown,  and  there  wovdd  be  as  many  nationalities  as  there  are 
families. 

Without  advertising,  the  little  that  is  would  be  too  isolated  to  grow,  and  the  little 
at  the  start  would  be  as  little  at  the  end. 

There  could  not  be  universal  salvation  without  the  advertising  of  Christianity. 

Every  sermon,  every  good  word,  is  but  the  advertising  of  good. 

It  is  simply  a question  of  doing  more  advertising  or  of  doing  less  good,  and  of 
applying  to  the  advertising  of  holy  things  the  successful  methods  given  to  the  adver- 
tising of  other  commodities. 

The  conservative  Church  is  not  founded  upon  Christianity,  and  it  is  not  the  kind  of 
Church  that  Christ  told  His  disciples  to  establish. 

Christ  never  advertised  nor  tolerated  exclusiveness. 

Even  Cajsar  fed  upon  common  market  meat. 

From  the  beginning  of  Christ’s  ministry  to  the  end  of  it  He  told  those  within  the 
range  of  His  voice  to  announce  the  glad  tidings  of  salvation,  and  to  tell  folks  how  to 
get  it. 

As  every  announcement  is  an  advertisement,  these  commands  were  of  the  nature 
of  advertising. 

Here  is  a picture  painted  with  a brush  of  unwelcome  truth. 

There  is  a building  near  by  with  gilded  entrance  and  brilliant  interior.  All  is 
brightness  there.  The  doorway  is  enticingly  decorated,  and  the  whole  atlair  is  one 
great  beckoning  hand  of  welcome.  There  is  a show  in  that  building,  and  perhaps  a 
<rood  one.  The  auditorium  is  crowded.  Whv?  Because  the  man  at  the  head  of 
that  establishment  had  a good  thing  and  knew  enough  to  tell  people  tluit  he  had  it. 
He  advertised  by  the  brilliancy  of  his  building.  He  advertised  in  the  newspapers. 


RELIGIOUS  PUBLICITY 


555 


lie  covered  the  dead  walls  with  live  advertisements.  Across  the  street  is  a moss- 
covered  buildin<^.  It  is  dinij^y  outside,  and  there  is  a dim  religious  light  inside.  There 
is  paint  on  the  windows  thicker  than  the  paint  on  the  actresses’  faces,  and  the  light  of 
dav  must  hlter  itself  in,  and  the  few  burners  inside  vainly  struggle  to  dispel  the 
shadows.  Somewhere  in  the  vestibule  is  a little  pasteboard  sign  reading,  “ Meeting 
to-night.  Come  in.”  One  cannot  read  the  “ welcome  ” on  the  mat  through  the  con- 
ventional dust  of  a conservative  constituency.  The  ushers,  like  the  attendants  at  the 
entertainment  across  the  way,  seat  the  people  according  to  the  clothes  they  wear,  and 
as  in  the  theater,  most  of  the  seats  are  reserved.  A really  good  man,  who  does  not 
know  how  to  tell  the  people  how  good  he  is  oraboutthe  good  he  represents,  preaches 
to  a handful  of  listeners,  and  mistakes  competing  jealousy  for  religious  indignation. 

It  is  not  likely  that  everybody  in  the  show  house  would  go  to  church  even  if  the 
audience  room  were  the  pleasantest  place  in  town,  but  practical  experience  in  pro- 
gressively handling  Church  matters  has  proven  that  the  Church  for  the  people  and  the 
Church  that  serves  Christianity  is  the  Church  that  is  never  empty  and  has  to  be  fre- 
quently enlarged. 

The  Church  that  has  stood  on  that  peculiar  composition  which  its  members  think 
is  dignity,  and  has  handled  religion  without  using  any  of  the  legitimate  business 
methods,  is  but  a cold  monument  representing  something  and  doing  nothing. 

Those  little  conventional  Church  advertisements  among  the  religious  notices  in  the 
newspapers  are  not  the  kind  that  business  men  use  to  announce  millinery  openings. 

There  is  nothing  about  the  ordinary  religious  notice  to  make  people  go  to  Church. 

It  is  not  suggested  that  sensational  methods  should  be  used,  but  it  is  demanded  that 
the  benefits  of  religion  have  the  benefit  of  good  publicity. 

It  is  suggested  that  the  glories  of  the  future  be  painted  as  artistically  as  commercial 
fashion  plates  are  fashioned,  and  that  as  much  attention  be  given  to  the  announcing  oi 
good  services  as  to  the  advertising  of  furniture  and  bicycles. 

The  unsuccessful  business  man  and  the  old-fashioned  Churchman  both  say,  “ We 
cannot  afford  to  advertise.” 

There  is  something  the  matter  somewhere.  If  the  minister  does  not  understand 
his  business,  get  another  minister.  No  sensible  business  man  ever  keeps  an  incom- 
petent clerk  at  work.  He  may  put  him  on  the  charity  list.  The  place  for  ministers 
who  do  not  know  how  to  minister  to  the  people  is  in  the  pension  house. 

The  reason  that  Churches  do  not  seem  to  pay,  and  have  not  money  to  advertise 
with,  is  because  — and  pardon  the  expression  — they  do  not  go  after  trade,  and  just 
as  sure  as  the  world  turns  around,  nothing  will  come  to  one  unless  he  is  around 
where  it  is  and  goes  after  it. 

It  is  not  the  business  of  advertising  to  make  the  Church. 

It  is  the  business  of  advertising  to  bring  enough  people  together  to  make  the 
Church. 

It  is  the  business  of  the  clerg3mian  and  of  everybody  in  the  Church  to  act  as  sales- 
men of  religion,  and  as  developers  of  Christianity. 


556 


FOWLER’S  PUBLICITY 


The  vestrymen,  and  the  deacons,  and  the  Sunday-school  superintendent,  have  no 
more  right  to  neglect  the  duties  of  selling  religion  than  have  the  store  clerks  the 
right  to  sleep  during  business  hours. 

The  business  man  has  something  to  sell,  and  he  asks  people  to  come  after  it.  He 
advertises. 

The  Church  has  something  for  everybody,  and  if  that  something  is  as  good  as  the 
Church  says  it  is,  the  good  of  it  is  worthless  if  it  is  not  distributed,  and  it  never  can  be 
distributed  unless  it  is  announced,  and  it  never  can  be  announced  unless  it  is  adver- 
tised. 

There  is  no  use  advertising  the  Church  if  the  distributers  of  religion  inside  of  it  do 
not  understand  their  business. 

The  business  man  backs  his  advertising  with  the  quality  of  his  goods  or  he  fails. 

The  Church  must  back  its  advertising  with  the  quality  of  hospitality  or  it  will 
fail. 

Religion  is  all  right,  but  religion  will  never  seem  all  right  until  the  distributers  of 
it  are  all  right. 

The  Church  representative  has  no  more  right  to  misrepresent  religion  than  has  the 
tradesman  a right  to  lie  about  the  quality  of  his  coffee. 

It  is  just  as  dishonest  to  advertise  a welcome  when  there  is  not  any  welcome  as  to 
advertise  all  wool  for  shoddy. 

Church  advertising  must  be  honest. 

Keep  up  the  announcement  of  services,  but  put  something  into  the  advertisement 
to  make  people  want  to  come,  and  when  they  do  come  take  care  of  them. 

In  every  Church  are  bright  young  men  and  women  who  know  how  to  advertise  a 
Church,  and  who  would  gladly  do  it  if  it  was  not  for  the  old  fogies  who  run  the  brakes, 
not  the  wheels,  of  Christianity. 

Some  Churchmen  are  a good  deal  more  afraid  of  sensation  than  they  are  of  disobey- 
ing the  words  of  the  Master. 

It  would  be  a good  thing  if  every  clergyman  and  every  Churchman  would  adver- 
tise religion  as  Christ  advertised  it. 

The  Great  Teacher  by  miracles,  by  the  healing  of  the  sick,  by  the  loaves  and  hshes, 
and  by  everything  else  He  did,  gained  the  right  to  be  considered  the  grandest  and 
noblest  advertiser  within  the  conception  of  man,  and  yet  the  conservative  and  alleged 
follower  of  Christ  would  attempt  to  build  up  religious  interest  without  adopting  the 
methods  of  his  Teacher. 

It  is  remarkable  that  half  of  the  Church  supposed  to  be  modeled  on  a Christian 
plan  refuses  to  manage  itself  upon  the  platform  of  its  own  principle. 

In  olden  days  they  advertised  religion  and  business.  To-day  they  advertise  busi- 
ness and  not  religion. 

The  lazy  Churchman  says  that  people  seek  evil  instead  of  good,  because  it  is  easier 
for  him  to  say  that,  and  because  it  is  easier  for  him  to  hold  up  his  hands  in  hyper- 
critical horror  than  to  do  something  to  make  the  people  better. 


RELIGIOUS  I’URLICITV 


557 


I'olks  o-()  to  the  bad  because  the  bad  is  better  served  than  the  good,  and  beeause 
it  is  much  better  advertisetl. 

The  writer  believes  in  real  dignity  and  in  pure  rel'inement,  but  he  has  no  charity 
for  that  dignity  which  is  the  cloak  of  laziness,  or  for  that  refinement  which  is  but  in- 
ditferent  activity. 

Real  dignity  is  not  of  conservative  dryness,  and  real  refinement  does  not  have  the 
life  bolted  out  of  it. 

Across  the  street  is  a massive  building,  and  within  thousands  of  employes  daily 
labor  for  their  bread.  It  is  a eity  within  a eity,  a marvelous  hollow  monument  of 
what  is  reckoned  as  successful  business.  The  man  at  the  head  of  it  is  a financial 
general,  and  the  heads  of  each  department  are  faithful  staft' officers,  and  graded  down 
are  captains,  lieutenants,  sergeants,  and  corporals  of  management,  each  in  command 
of  his  regiment,  his  company,  or  his  squad.  As  trade  action  is  reckoned,  this  house 
is  in  the  perfection  of  economic  and  progressive  magnitude. 

Within  its  walls  everything  is  for  sale,  and  everything  that  is  there  is  advertised. 

The  proprietor  of  this  great  business  finds  it  necessary  to  advertise  the  things  that 
wear  out,  and  yet  the  proprietors,  if  one  may  so  label  them,  of  nine  tenths  of  the 
Churches  do  not  seem  to  think  it  worth  while  to  advertise  the  things  that  never  wear 
out. 

If  the  perishable  is  worthy  of  good  publicity,  why  under  all  the  suns  of  progression, 
sense,  decency,  right,  and  consistency,  should  eternal  things  be  conservatively  handled, 
and  the  teachings  of  the  Great  Teacher  set  aside,  and  the  good  of  good  Christian  ad- 
vertising be  denied  those  who  are  trying  to  tell  the  “ old,  old  story”? 

A stranger  of  neither  religious  nor  irreligious  mmd  enters  a strange  city.  He  wants 
a shirt.  He  looks  into  the  papers.  What  he  wants  is  advertised,  and  advertising 
tells  him  where  to  find  what  he  wants.  The  advertising  told  him  where  shirts  could 
be  purchased,  and,  if  he  did  not  realize  that  he  needed  a shirt,  and  3'et  he  did  need 
one,  it  suggested  that  a new  shirt  would  be  a good  thing  for  him. 

If  he  wants  religion,  or  if  he  does  not  know  he  wants  it,  where  is  he  going  to  find 
it  without  hunting  for  it? 

He  does  not  have  to  hunt  for  shirts.  The  shirt  advertising  is  hunting  for  him. 

It  would  be  a grand  thing  for  the  spread  of  Christianity  if  gospel  shops  advertised 
as  liberall}'  as  do  other  shops. 

Dare  the  real  Christian  of  to-day  follow  the  butterflies  of  artificial  refinement  and 
the  hypocrites  of  affected  dignity?  Dare  he  refuse  to  follow  the  great  principles  of 
advertising  originated  by  the  Great  Distributer  of  Christianit}*,  who,  in  His  model 
life  of  work,  deeply  sowed  into  the  fertile  fields  of  Christian  publicit}"? 

In  olden  days  Christ  said,  “ Go  tell  the  people,”  for  in  those  times  ‘‘  go  tell  ” was 
the  cry  of  business. 

In  these  days  business  sa^'s,  “ Go  and  advertise,”  and  if  the  people  of  to-day  as 
carefully  adapt  the  principles  of  Christianitv  to  the  times,  as  Christ  did  to  His  times, 
the}'  will  advertise  salvation  in  every  newspaper  and  paint  it  on  the  walls  of  the  town. 


Biblical  Publicity 


‘ Even  in  the  beginning  it  began  ” 


HIS  department  is  given,  not  for  commercial  purpose,  but  to  present 
evidence  of  the  ancient  use  of  advertising  expression. 

The  appended  verses  assist  in  substantiating  the  writer’s  claim  that 
some  torni  of  advertising  or  announcement  was  at  the  beginning,  is 
now,  and  always  will  be. 

The  terms,  “ Advertise,”  “ Proclaim,”  and  “ Publish,”  are  analogous  in  meaning. 


Nehemiah  viii : 15. 

And  they  that  should  publish  and 
proclaim  in  all  their  cities,  and  in  Jeru- 
salem, saying.  Go  forth  unto  the  mount, 
and  fetch  olive  branches,  and  pine 
branches,  and  myrtle  branches,  and 
palm  branches,  and  branches  of  thick 
trees,  to  make  booths,  as  it  is  written. 

Psalms  xxvi : 7. 

That  I may  publish  with  the  voice 
of  thanksgiving,  and  tell  of  all  thy 
wondrous  works. 

Jeremiah  iv  : 5,  15,  and  16. 

Declare  ye  in  Judah,  and  publish  in 
Jerusalem ; and  say,  Blow  ye  the  trum- 
pet in  the  land  : cry,  gather  together, 
and  say.  Assemble  yourselves,  and  let 
us  go  into  the  defenced  cities. 

Fora  voice  declareth  from  Dan,  and 
publisheth  affliction  from  mount  Eph- 
raim. 

Make  ye  mention  to  the  nations;  be- 
hold, publish  against  Jerusalem,  that 
watchers  come  from  a far  country,  and 
give  out  their  voice  against  the  cities 
of  Judah. 


gladness  for  Jacob,  and  shout  among 
the  chief  of  the  nations : publish  ye, 
praise  ye,  and  say,  O Lord,  save  thy 
people,  the  remnant  of  Israel. 

Jeremiah  xlvi : 14. 

Declare  ye  in  Egypt,  and  publish  in 
Migdol,  and  publish  in  Noph  and  in 
Tahpanhes:  say  ye.  Stand  fast,  and 
prepare  thee ; for  the  sword  shall  de- 
vour round  about  thee. 

Jeremiah  1:2. 

Declare  ye  among  the  nations,  and 
publish, and  set  up  a standard  : publish, 
and  conceal  not : say,  Babylon  is  taken, 
Bel  is  confounded,  Merodach  is  broken 
in  pieces ; her  idols  are  confounded, 
her  images  are  broken  in  pieces. 

Amos  iii : 9. 

Publish  in  the  palaces  at  Ashdod, 
and  in  the  palaces  in  the  land  of 
Egypt,  and  say.  Assemble  yourselves 
upon  the  mountains  of  Samaria,  and 
behold  the  great  tumults  in  the  midst 
thereof,  and  the  oppressed  in  the  mfdst 
thereof. 


Numbers  xxiv : 14. 

And  now,  behold,  I go  unto  my  peo- 
ple : come  therefore,  and  I will  adver- 
tise thee  what  this  people  shall  do  to 
thy  people  in  the  latter  days. 

Ruth  iv : 4. 

And  I thought  to  advertise  thee, 
saying.  Buy  it  before  the  inhabi- 
tants, and  before  the  elders  of  my  peo- 
ple. If  thou  wilt  redeem  it,  redeem  it : 
but  if  thou  wilt  not  redeem  it,  then  tell 
me,  that  I may  know : for  there  is  none 
to  redeem  it  besides  thee ; and  I am 
after  thee.  And  he  said,  I will  redeem 
it. 

Deuteronomy  xxxii. 

Because  I will  publish  the  name  of 
the  Lord:  ascribe  ye  greatness  unto 
our  God. 

I Samuel  xxxi : 9. 

And  they  cut  off  his  head,  and 
stripped  off  his  armour,  and  sent  into 
the  land  of  the  Philistines  round  about, 
to  publish  it  in  the  house  of  their  idols, 
and  among  the  people. 

II  Samuel  i : 20. 

Tell  it  not  in  Gath,  publish  it  not  in 
the  streets  of  Askelon  ; lest  the  daugh- 
ters of  the  Philistines  rejoice,  lest 
the  daughters  of  the  uncircumcised 
triumph. 


Jeremiah  v : 20. 

Declare  this  in  the  house  of  Jacob, 
and  publish  it  in  Judah,  saying, 

Jeremiah  xxxi  : 7. 

For  thus  saith  the  Lord;  Sing  with 
558 


Amos  iv : 5. 

And  offer  a sacrifice  of  thanksgiving 
with  leaven,  and  proclaim  and  publish 
the  free  offerings : for  this  liketh  you, 
O ye  children  of  Israel,  saith  the  Lord 
God. 


BIBLICAL  rUJiLlClTY 


559 


St.  Mark  i : 45. 

Hut  lie  wont  out,  and  beRan  to  puli- 
lisli  it  mucli,  and  to  blaze  abroad  the 
matter,  insonuicli  that  Jesus  could  no 
more  openly  enter  into  the  city,  but 
was  without  in  desert  places : and  they 
came  to  him  from  every  quarter. 

St.  Mark  v : 20. 

And  he  departed,  and  began  to  pub- 
lish in  Decapolis  how  great  things 
Jesus  had  done  for  him  : and  all  men 
did  marvel. 

Acts  X : 37. 

That  word,  / say^  ye  know,  which 
was  published  throughout  all  Judea, 
and  began  from  Galilee,  after  the  bap- 
tism which  John  preached ; 

Acts  xiii : 49. 

And  the  word  of  the  Lord  was  pub- 
lished throughout  all  the  region. 

Isaiah  lii : 7. 

How  beautiful  upon  the  mountains 
are  the  feet  of  him  that  bringeth  good 
tidings,  that  publisheth  peace;  that 
bringeth  good  tidings  of  good,  that 
publisheth  salvation ; that  saith  unto 
Zion,  Thy  God  reigneth  ! 

Nahum  i : 15. 

Behold  upon  the  mountains  the  feet 
of  him  that  bringeth  good  tidings,  that 
publisheth  peace!  O Judah,  keep  thy 
solemn  feasts,  perform  thy  vows  : for 
the  wicked  shall  no  more  pass  through 
thee ; he  is  utterly  cut  off. 

iEsther  i : 20  and  22. 

And  when  the  king’s  decree,  which 
he  shall  make,  shall  be  published 
throughout  all  his  empire,  (for  it  is 
great,)  all  the  wives  shall  give  to  their 
husbands  honour,  both  to  great  and 
small. 

For  he  sent  letters  into  all  the  king’s 
provinces,  into  every  province  accord- 
ing to  the  writing  thereof,  and  to  every 
people  after  their  language,  that  every 
man  should  bear  rule  in  his  own  house, 
and  that  it  should  be  published  ac- 
cording to  the  language  of  every 
people. 

Esther  iii : 14. 

The  copy  of  the  writing  for  a com- 
mandment to  be  given  in  every  prov- 
ince was  published  unto  all  people. 


that  they  should  be  ready  against  that 
day. 

Esther  viii : 13. 

The  copy  of  the  writing  for  a com- 
mandment to  be  given  in  every  prov- 
ince was  published  unto  all  people, 
and  that  the  Jews  should  be  ready 
against  that  day  to  avenge  themselves 
on  their  enemies. 

Psalm  Ixviii : ii. 

The  Lord  gave  the  word  : great  was 
the  company  of  those  that  published  it. 

Jonah  iii : 7. 

And  he  caused  it  to  be  proclaimed 
and  published  through  Nineveh  by 
the  decree  of  the  king  and  his  nobles, 
saying.  Let  neither  man  nor  beast, 
herd  nor  flock,  taste  any  thing ; let 
them  not  feed,  nor  drink  water  ; 

St.  Mark  vii  : 36. 

And  he  charged  them  that  they 
should  tell  no  man ; but  the  more  he 
charged  them,  so  much  the  more  a 
great  deal  they  published  it : 

St.  Mark  xiii  : 10. 

And  the  gospel  must  first  be  pub- 
lished among  all  nations. 

St.  Euke  viii : 39. 

Return  to  thine  own  house,  and  shew 
how  great  things  God  hath  done  unto 
thee.  And  he  went  his  way,  and  pub- 
lished throughout  the  whole  city  how 
great  things  Jesus  had  done  unto  him. 

Isaiah  Ixii : ii. 

Behold,  the  Lord  hath  proclaimed 
unto  the  end  of  the  world,  Say  ye  to 
the  daughter  of  Zion,  Behold,  thy  sal- 
vation cometh  ; behold,  his  reward  is 
with  him,  and  his  work  before  him. 

Jeremiah  xxxvi:  9. 

And  it  came  to  pass  in  the  fifth  year 
of  Jehoiakim  the  son  of  Josiah  king  of 
Judah,  in  the  ninth  month,  that  they 
proclaimed  a fast  before  the  Lord  to 
all  the  people  in  Jerusalem,  and  to  all 
the  people  that  came  from  the  cities 
of  Judah  unto  Jerusalem. 

Jonah  iii : 5. 

So  the  people  of  Nineveh  believed 
God,  and  proclaimed  a fast,  and  put 
on  sackcloth,  from  the  greatest  of  them 
even  to  the  least  of  them. 


St.  Luke  xii : 3. 

Therefore,  whatsoever  ye  have 
spoken^ in  darkness  shall  be  heard  in 
the  light ; and  that  which  ye  have 
spoken  in  the  ear  in  closets  shall  be 
proclaimed  upon  the  housetops. 

Jeremiah  xxxiv : 15. 

And  ye  were  now  turned,  and  had 
done  right  in  my  sight,  in  proclaiming 
liberty  every  man  to  his  neighbour;  and 
ye  had  made  a covenant  before  me  in 
the  house  which  is  called  by  my  name: 

Revelation  v : 2. 

And  I saw  a strong  angel  proclaim- 
ing with  a loud  voice.  Who  is  worthy 
to  open  the  book,  and  to  loose  the 
seals  thereof  ? 

Proverbs  xii : 23. 

A prudent  man  concealeth  knowl- 
edge : but  the  heart  of  fools  pro- 
claimeth  foolishness. 

Exodus  xxxiii : 19. 

And  he  said,  I will  make  all  my 
goodness  pass  before  thee,  and  I will 
proclaim  the  name  of  the  Lord  before 
thee ; and  will  be  gracious  to  whom  I 
will  be  gracious,  and  will  shew  mercy 
on  whom  I will  shew  mercy. 

Leviticus  xxiii : 2. 

Speak  unto  the  children  of  Israel, 
and  say  unto  them.  Concerning  the 
feasts  of  the  Lord,  which  ye  shall  pro- 
claim to  be  holy  convocations,  eveti 
these  are  my  feasts. 

Leviticus  xxiii : 4. 

Those  are  the  feasts  of  the  Lord, 
even  holy  convocations,  which  ye  shall 
proclaim  in  their  seasons. 

Leviticus  xxiii : 21. 

And  ye  shall  proclaim  on  the  self- 
same day,  that  it  may  be  a holy  con- 
vocation unto  you : ye  shall  do  no 
servile  work  therein  : it  shall  be  a stat- 
ute for  ever  in  all  your  dwellings 
throughout  your  generations. 

Leviticus  xxiii:  37. 

These  are  the  feasts  of  the  Lord, 
which  ye  shall  proclaim  to  be  holy  con- 
vocations, to  offer  an  offering  made  by 
fire  unto  the  Lord,  a burnt  offering,  and 
a meat  offering,  a sacrifice,  and  drink 
offerings,  every  thing  upon  his  day: 


56o 


FOWLER’S  PUBLICITY 


l/cviticus  XXV : lo. 

And  ye  shall  hallow  the  fiftieth  year, 
and  prock-Jii  liberty  throughout  all 
the  land  unto  all  the  inhabitants 
thereof  : it  shall  be  a jubilee  unto  you  ; 
and  ye  shall  return  every  man  unto  his 
possession,  and  ye  shall  return  every 
man  unto  his  family. 

Deuteronomy  xx : lo. 

When  thou  comest  nigh  unto  a 
city  to  fight  against  it,  then  proclaim 
peace  unto  it. 

Judges  vii : 3. 

Now  therefore  go  to,  proclaim  in  the 
ears  of  the  people,  saying.  Whosoever 
is  fearful  and  afraid,  let  him  return 
and  depart  early  from  mount  Gilead. 
And  there  returned  of  the  people 
twenty  and  two  thousand ; and  there 
remained  ten  thousand. 

Joel  iii : 9. 

Proclaim  ye  this  among  the  Gentiles ; 
Prepare  war,  wake  up  the  mighty  men, 
let  all  the  men  of  war  draw  near ; let 
them  come  up  : 

Exodus  xxxiv : 5 and  6. 

And  the  Lord  descended  in  the 
cloud,  and  stood  with  him  there,  and 
proclaimed  the  name  of  the  Lord. 

And  the  Lord  passed  by  before 
him,  and  proclaimed.  The  Lord,  The 
Lord  God,  merciful  and  gracious, 
longsuffering,  and  abundant  in  good- 
ness and  truth. 

lExodus  xxxvi:  6. 

And  Moses  gave  commandment,  and 
they  caused  it  to  be  proclaimed 
throughout  the  camp,  saying.  Let 
neither  man  nor  woman  make  any 
more  work  for  the  offering  of  the 
sanctuary.  So  the  people  were  re- 
strained from  bringing. 

I.  Kings  xxi : 12. 

They  proclaimed  a fast,  and  set 
Naboth  on  high  among  the  people. 

II.  Kings  xxiii  : 16  and  17. 

And  as  Josiah  turned  himself,  he 
spied  the  sepulchres  that  were  there  in 
the  mount,  and  sent,  and  took  the 
bones  out  of  the  sepulchres,  and 
burned  them  upon  the  altar,  and  poi- 
nted it,  according  to  the  word  of  the 
Lord  which  the  man  of  God  pro- 
claimed, who  proclaimed  these  words. 


Then  he  said,  What  title  is  that 
that  I see  ? And  the  men  of  the  city 
told  him.  It  is  the  sepulchre  of  the 
man  of  God,  which  came  from  Judah, 
and  proclaimed  these  things  that  thou 
hast  done  against  the  altar  of  Beth-el 

II.  Chronicles  xx  : 3. 

And  Jehoshaphat  feared,  and  set 
himself  to  seek  the  Lord,  and  pro- 
claimed a fast  throughout  all  Judah. 

Bzraviii:  21. 

^Then  I proclaimed  a fast  there,  at 
the  river  of  Ahava,  that  we  might 
afflict  ourselves  before  our  God,  to 
seek  of  him  a right  way  for  us,  and  for 
our  little  ones,  and  for  all  our  substance. 

iExodus  xxxii : 5. 

And  when  Aaron  saw  it,  he  built  an 
altar  before  it ; and  Aaron  made  proc- 
lamation, and  said.  To  morrow  is  a 
feast  to  the  Lord. 

I.  Kings  XV : 22. 

Then  king  Asa  made  a proclama- 
tion throughout  all  J udah ; none  was 
exempted:  and  they  took  away  the 
stones  of  Ramah,  and  the  timber  there- 
of wherewith  Baasha  had  builded; 
and  king  Asa  built  with  them  Geba  of 
Benjamin,  and  Mizpah. 

I.  Kings  xxii:  36. 

And  there  went  a proclamation 
throughout  the  host  about  the  going 
down  of  the  sun,  saying.  Every  man  to 
his  city,  and  every  man  to  his  own 
country. 

II.  Chronicles  xxiv  : 9. 

And  they  made  a proclamation 
through  Judah  and  Jerusalem,  to  bring 
in  to  the  Lord  the  collection  that 
Moses  the  servant  of  God  laid  upon 
Israel  in  the  wilderness. 

II.  Chronicles  xxxvi:  22. 

Now  in  the  first  year  of  Cyrus  king 
of  Persia,  that  the  word  of  the  Lord 
spoken  by  the  mouth  of  Jeremiah 
might  be  accomplished,  the  Lord 
stirred  up  the  spirit  of  Cyrus  king  of 
Persia,  that  he  made  a proclamation 
throughout  all  his  kingdom,  and  pttt  it 
also  in  writing,  saying, 

Kzra  X : 7. 

And  they  made  proclamation 
throughout  Judah  and  Jerusalem  unto 


all  the  children  of  the  captivity,  that 
they  should  gather  themselves  together 
unto  Jerusalem  ; 

Daniel  v : 29. 

Then  commanded  Belshazzar,  and 
they  clothed  Daniel  with  scarlet,  and 
put  a chain  of  gold  about  his  neck, 
and  made  a proclamation  concerning 
him,  that  he  should  be  the  third  ruler 
in  the  kingdom. 

I.  Kings  xxi ; 9. 

And  she  wrote  in  the  letters,  saying. 
Proclaim  a fast,  and  set  Naboth  on 
high  among  the  people  : 

II.  Kings  X : 20. 

And  Jehu  said.  Proclaim  a solemn 
assembly  for  Baal.  And  they  pro- 
claimed it. 

^Esther  vi : 9. 

And  let  this  apparel  and  horse  be 
delivered  to  the  hand  of  one  of  the 
king’s  most  noble  princes,  that  they 
may  array  the  man  withal  whom  the 
king  delighteth  to  honour,  and  bring 
him  on  horseback  through  the  street 
of  the  city,  and  proclaim  before  him. 
Thus  shall  it  be  done  to  the  man 
whom  the  king  delighteth  to  honour. 

Isaiah  Ixi  : i and  2. 

The  Spirit  of  the  Lord  God  is  upon 
me;  because  the  Lord  hath  anointed 
me  to  preach  good  tidings  unto  the 
meek ; he  hath  sent  me  to  bind  up  the 
brokenhearted,  to  proclaim  liberty  to 
the  captives,  and  the  opening  of  the 
prison  to  them  that  are  bound  ; 

To  proclaim  the  acceptable  year 
of  the  Lord,  and  the  day  of  vengeance 
of  our  God ; to  comfort  all  that 
mourn ; 

Jeremiah  iii : 12. 

Go  and  proclaim  these  words  toward 
the  north,  and  say,  Return,  thou  back- 
sliding Israel,  saith  the  Lord  ; and  I 
will  not  cause  mine  anger  to  fall  upon 
you : for  I am  merciful,  saith  the 
hov.u,  and  \ will  not  keep  anger  lox 
ever. 

Jeremiah  xi : 6. 

Then  the  Lord  said  unto  me.  Pro- 
claim all  these  words  in  the  cities  of 
Judah,  and  in  the  streets  of  Jerusalem, 
saying.  Hear  ye  the  words  of  this 
covenant,  and  do  them. 


Poetical  Publicity 

“ Handle  with  care  ” 


WO  hundred  thousand  American  women  and  men  write  poetry,  — or 
what  they  call  poetry,  — or  think  that  they  can  write  poetry. 
Perhaps  five  thousand  of  them  can  versify. 

Probably  two  hundred  of  them  are  producers  of  real  poetry. 

The  work  of  the  balance  is  foolishly  and  frightfully  made,  and  great 
is  the  curse  thereof. 

Rhyming  is  not  poetry  making. 

Versification  may  be  simply  rhyming. 

If  it  were  not  for  rhymed-end  words,  more  than 
ninety-nine  and  nine  tenths  of  the  so-called  poetry 
would  not  even 


¥ 

I have  no  care,  I never 

4 

fret, 

4 

4. 

I’m  happy  as  the  day  is 

4 

4t» 

long; 

4 

4<f 

My  life  is  sunshine 

4 

4t» 

sweet,  and  song; 

4 

4tf 

I smoke  my  fragrant 

*¥ 

4t» 

cigarette— 

4>» 

(From  father’s  store)— 

4 

4» 

it’s  ripping— but. 

4 

4if 

Of  course,  it’s  Blankie’S 

4 

4» 

Navy  Out. 

4 

4. 

4 

be  recognized  as 
prose. 

Real  poetry 
harmonizes  all 
over,  and  its  har- 
mony resounds 
with  the  ring  of 
reason. 

The  magazine 


When  the  fried  egg  gilds  the 
Damask, 

White  as  cloud-land's 
snowy  tent. 

And  the  boarders  for 
more  ham  ask. 

Buy  the  Herald  for  one  cent. 


^ m,  ix-^i  m,  1^1  0*  1^ 

Plate  No.  2. — An  advertisement  of  a great  news 


paper  that  ought  to  be  ashamed  of  it. 
Old  Style.  Barta  Newspaper  Border. 


Set  in  Jenson 


Plate  No.  i. — Could  not  be  worse.  Set  in 
Antique  Condensed.  12  Point  Collins  Border 
No.  175. 

Pretty  nearly  every  alleged 


editor 
poetry, 
country 
poetry. 

poetical  advertisement  is  without  euphony,  rhythm. 


abhors 

The  city  editor  is  disgusted  at  poetry.  The 
editor  hates  poetry.  The  reader  skips 


rhyme,  meter,  sense,  meaning,  business,  or  anything  else  except  one  hundred  per  cent. 


Clever  girl,  there’s  no  denying, 

Is  the  girl  who  doth  equip  her 
With  those  rubbers,  storm-defying. 
Called  the  Katdee  “Deacon  Slipper.’ 


Plate  No.  3. — Ought  not  to  sell  anything.  Set  in  Ronald- 
son  Title  Slope.  Barta  Newspaper  Border. 




They  have  a tone  that’s  all  their  own,  1 
That  coming  danger  tells, 

And  easily  rung  the  forceful  tongue 
Of  the  New  Departure  Bells  ! 

I^*T*1^*^■■‘■T*T*■*■*■*T*I*'I*^*■I*|■*♦ 


1 


Plate  No.  4.  — Rather  effective. 
Barta  Newspaper  Border. 


Set  in  Ronaldson. 


561 


562 


FOWLER’S  PUBLICITY 


LOVELY  WOMAN,  you’re  the  sugar, 
Spoons  We  poor  men  often  be  ; 

To  retain  your  charm  and  sweetness. 
Drink  KEYLON  and  EMMA  tea. 


of  pure  foolishness.  All  men  are  fools,  and 
so  are  all  women,  but  the  harm  of  folly  is 


in  the  degree  of  it. 


Business  men  ought  to  know  better  than 
to  think  they  are  poets,  for  the  good  poet 
never  is  a business  man. 

Sometimes  the  wife  under  insipid  inspira- 
tion, or  the  sweet  girl  graduate  pampered  by 
a well-paid  teacher,  or  the  prett}^  and  flattered  typewriter,  thinks  that  she  writes 
poetry;  and  the  merchant,  from  uneom- 


Plate  No.  5. — It  may  bring  business,  but  it  ought  not  to. 
Set  in  Monotone.  8 Point  Contour  Border  No.  256. 


War  is  declared — the  war  of  trade 
To  boom  your  business  seek  the  aid 
Of  “ L”  road  signs  which  always  pay 
The  advertiser  day  by  day. 


% 

m 


Plate  No.  6. — A very  bad  example. 
Point  Contour  Border  No.  264. 


Set  in  French  Elzevir.  16 


mercial  motives,  disgraces  the  writer 
by  giving  her  work  publicity. 

The  advertiser  may  be  kind-hearted, 
but  he  can  be  generous  by  omission  as 
well  as  by  commission. 

The  home  of  the  merchant  with  poet- 
ical tendencies  is  in  the  sanitarium,  or 
so  far  from  the  land  that  the  trade 
winds  cannot  blow  his  babbling  on  to 
a commercial  shore.  The  advertiser  has  no  right  to  spill  his  idiocy  into  publicity, 

and  expect  to  do  business  with 
it. 

Nearly  one  hundred  per  cent, 
of  the  so-called  poetical  adver- 
tising is  born  of  self  conceit,  and 
of  a desire  on  the  part  of  the 
advertiser  to  force  his  shame 
upon  the  innocent  public. 

Flattering  friends,  who  so  seldom  are  real  friends,  tell  the  advertiser  that  the 
worst  kind  of  literary  or  poetical  rot,  if  he 
writes  it,  is  worthy  of  a place  in  real  maga- 
zines. 

Disinterested  opinion  is  the  only  opinion 
worth  anything. 

The  advertiser  may  And  his  poetical  ad- 
vertising commended  by  his  partner,  his 
family,  his  friends,  and  especially  by  his  em- 
ployes, who 


Men  and  women,  girls  and  youths, 
Here’s  the  shortstop  for  sweet  tooths! 

Plate  No.  7. — A sign  in  a Brooklyn  candy  store.  Very  poor.  Set  in  Ronald- 
son  Condensed.  18  Point  Contour  Border  No.  270. 


She  took  the  prize  with  her  cake 
Because  it  was  made  with  Blanker 
Brother's  Chocolate 

it  has  the  gloss  and  makes  smooth  paste 
Excels  in  flavor  and  has  the  taste. 


♦ ♦ 

I All  critical  factitious  folk  ♦ 
I Prefer  the  best  cigar  to  smoke.  | 

Plate  No.  9. — Bad.  Set  in  Gothic  Con- 
densed No.  44.  6 Point  Border  No.  72. 


Plate  No.  8.  — Enough  to  drive  one  not  to  drink  chocolate. 
Set  in  Gothic  Slope  No.  20.  Barta  Newspaper  Border. 


are  afraid  to  do  otherwise,  but  the  weight  of  their 
opinion  cannot  weigh  down  an  ounce  of  the  real 
commercial  weight  of  public  opinion. 

Good  poetical  advertisements  have  appeared.  The 


POETICAL  PUBLICITY 


563 


I 


apparently  impossible  sometimes  exists.  (toocI 
poetical  ach’ertising  is  t^oocl  advertising,  but  the 
best  of  it  in  etrectivencss  cannot  very  well  stand 
alongside  of  the  advertisement  telling  in  plain,  com- 
mon language  the  story  of  its  goods. 

There  is  nothing  poetical  about  selling  or  about 

advertising,  and 
the  hard  lines  of 
sense  draw  the 
dollars  of  profit. 

People  want 
to  know  what 
the  advertiser  is 
driving  at,  and 
few  can  tell  a 
concise  story  in 

rhvme.  Poetical  requirements  necessitate  a license 
not  tolerated  by  the  limits  of  trade. 

Poetry  appeals  to  the  higher  sentiments  j it  is 
studied  bv  the  sensitive  cells  of  the  brain,  and  can 
never  be  absorbed  at  lunch  counter  speed.  True 
poetry  must  be  assimilated,  read  and  reread,  pon- 
dered upon,  and  analyzed  in  order  to  appreciate  its  beauty  and  its  purity. 

The  reader  of  advertisements  is  not  likely  to 
take  the  matter  in  to  his  heart,  and  dream  and 
think  over  it. 

If  the  advertisement  does  not  come  to  the 
point  without  a flourish  of  rhyme,  and  the  neces- 
sity of  intellectual  activity,  the  chances  are  that 


There  is  dryness  in  the  town  on  Sundays— Dry- 
ness in  our  throats 

A dryness  that's  been  brought  about  by  iegisia- 
tive  votes, 

But  if  you  read  our  paper  you  will  certainiy 
confess— 

That  you  wili  find  no  dryness  in  the  coiumn  of 
the  Press. 


Plate  No.  10. — Good.  Set  in  Gothic  Condensed 
No.  II.  Maltese  Cross  Border. 


++ 


Sportsmen,  Read  This. 


Once  more  the  earth  its  icy  bond 
By  gentle  spring  is  liroken, 

And  patrons  of  the  rod  and  reel 
Like  good  Sir  Isaac  Walton, 

Look  forward  with  a keen  delight 
With  joy  their  hearts  are  wishing, 
To  see  the  warm  and  blissful  days 
When  they  can  go  a fishing. 

Also  the  sons  of  Nimrod  ache 
To  tramp  o’er  field  and  bowlder, 
When  they  can  all  a hunting  go 
With  gun  upon  their  shoulder. 

No  matter  what  the  sport  may  be 
In  which  you  seek  diversion. 

You’ll  surely  need  some  chewing  gum 
I venture  this  assertion. 

I’m  certain  you  will  need  the  best 
So  follow  this  suggestion, 

You’ll  find  Blank’s  Yugotan  the  kind 
That  quickly  aids  digestion. 


Plate  No.  i i. — Too  much  of  it. 
Barta  Newspaper  Border. 


A RHYME. 


In  shoes  we  laugh,  m shoes  we  play. 

In  shoes  we  weep.  In  shoes  we  pray, 

In  shoes  we  talk,  in  shoes  we  ride. 

And  shoes  are  thrown  e’en  to  a bride. 

And  sad  to  say  and  sad  to  think. 

In  shoes  we’re  corned  without  a drink  ; 

In  shoes  we  dance,  in  shoes  we  trade. 

And  shoes  are  our  understanding  aid. 

We  shoe  the  horse,  we  shoo  the  fly. 

And  why  not  shoes  for  you  F 
In  shoes  we  woo,  in  shoes  we  wed. 

When  shoes  leave  us  we  leave  for  bed. 

In  shoes  we  toil,  in  shoes  we  rest. 

And  hence  ’tis  wise  to  wear  the  best. 

For  such  tax  not  your  weary  wits. 

Come  straight  to  us  we’ll  give  you  fits. 

And  if  our  adv,  'you’ll  Stop  to  read. 

You’ll  likely  find  just  what  you  need, 

(It’s  on  this  very  page.) 

Remember  this,  that  an  elegant  spring  stock 
Is  just  arriving  at  Whitens’ s GLASS  BLOCK. 

The  Glass  Block  Department  Store. 


% 

% 

% 

% 

% 

% 

% 

% 

% 

% 

% 

% 

% 

% 

% 

V 

V. 

% 


its  beaut}’  will 
never  get  near 
enough  to  the 
reader  to  make 
an  impression. 


r 


i 


■I  — I I — !■ 


The  quickest  way  to  boom  your  trade 
Is  having  signs  herein  displayed, 

The  cost  is  small,  the  profits  great— 
Shrewd  merchants  will  not  hesitate. 


T 


•I  — I — I !■ 


Plate  No.  13. — Enough  to  make  the  poet  blush. 
Set  in  Howland.  Barta  Newspaper  Border. 


Plate  No.  12. — Good,  except  in  rhythm.  Too  long. 
Set  in  Cushing  Italic.  Jenson  Floret  Border. 


The  real  po- 
etical adver- 
tisement may  be  too  good  to  be  good  for  any- 
thing. 

The  poetical  deformity  is  too  bad  to  be  good 
for  anything. 

When  in  doubt,  use  prose. 

The  short,  catchy  rhyme,  provided  it  means 


5^4 


FOWLER’S  PUBLICITY 


•wwwwwwwwwwwwwwwww* 

X 


} 

t 

} 

I 


“A  word  to  the  wise  is  sufacient,” 

Is  a maxim  we’ve  frequently  heard ; 

And  now  what  we  want  is  a maxim 
To  tell  us  just  what  is  that  word. 

— The  Record . 

Well,  the  word  is  only  a short  one, 

And  it’s  meaning  is  far  from  obscure ; 

It  enjoins  all  dutiful  fathers. 

While  they  still  have  good  health,  to  INSURE. 

—Pencil  Mutual  Life. 


Plate  No.  14. — Fair.  Set  in  .<Vntique.  Barta  Newspaper  Border. 


esting 


and 


and 


of 


generally  effective, 

larly  so  if  the  verses  make  no  mention 
advertising. 

The  nursery  rhyme  delights  children,  and 
nursery  books  are  almost  always  of  benefit 
to  large  advertisers;  but  the  rhyme  should  be 
by  itself  and  the  advertising  by  itself,  the  one 

helpino:  the  other. 


something,  can  be  used  to  advantage,  but 
the  advertiser  must  be  positive  that  his 
rhyme  is  a rhyme,  and  that  his  poetical 
meaning  has  commercial  meaning,  before 
he  takes  chances  with  it. 

There  is  no  objection  to  the  use  of  nur- 
sery rhymes  and  to  books,  songs,  and 
jingles  when  used  in  connection  with  ad- 
vertising. These  books  are  often  inter- 
particu- 


The  tramp.,  like  modern  soaps  of  many  kinds, 

“ Won't  wash,”  or  does  so  only  on  compulsion  ; 
Bttt  Moonlight  Soap,  as  every  wojnan  finds. 
Insists  on  dirt' s immediate  expulsion. 


Plate  No.  15. — Not  good. 
6 Point  Laurel  Border  No.  2. 


Set  in  Old  Style  Italic. 


Mary  had  a little  lamb,  x 

With  her  it  used  to  roam.  f 

Now  Mary  has  a bicycle,  \ 

^ And  the  lamb  remains  at  home,  x 

Plate  No.  16.— Pretty  good.  Set  in  Old  Style 
Antique.  Barta  Newspaper  Border. 


The  advertisement  that 


Iicipiiig  Lire  ULHC1.  j.  rrc  uu  v vi  iisciiici  1 L tiiat  payS 

I Mary  had  a little  lamb,  S the  kind  that  Stands  by  itsclf,  and  does  not  de- 

C With  her  it  used  to  roam.  > pend  upon  accompanying  rhymes  or  other  acces- 

f Now  Mary  has  a bicycle,  j sorics  cxccpt  proper  dccoration  and  illustration. 

The  only  kind  of  poetical  advertising  good  for 
anything  is  that  where  the  two  naturally  come 
together  and  are  not  jammed  together. 

The  public  has  no  s3TOathy  with  the  man  who  forces  his  erratic  expressions,  his 
senseless  rhjmies,  and  his  idiotic  conceit  into  his  advertising.  The  public  is  likely'  to 
refuse  to  bu}’’  the  goods  of  that  kind  of  a 
man  even  though  it  may  want  the  goods. 

In  this  department  are  shown  examples 
of  extremel}^  bad  poetical  advertisements 
reproduced  from  those  recentl}'  in  use. 

With  them  appear  specimens  of  what  may 
be  considered  good  poetical  publiciW  The 


The  old  year  floats  away  to  die  ; 

The  bells  ring  in  the  new 
With  notes  that  float  across  the  sky 
And  Wavy  soap  floats,  too. 


J 


Barber,  barber,  shave  a pig  ! 

How  many  hairs 

will  make  a wig  ? 

< Four  and  twenty  will  be  right— 

J If  STUPID  Hair-Pins  hold  them  > 
1 tight.  2 

S#+w+w+v*w+w+w+v+w+v+w+v+w+w+w+w^ 

Plate  No.  18. — Fairly  good.  Set  in  Runic  No.  30.  Barta 
Newspaper  Border. 


Plate  No.  17. — Not  calculated  to  float  anything, 
ing.  18  Point  Contour  Border  No.  24S. 

writer  pleads  guiltlessness  of  the  author- 
ship of  even  the  better  examples.  In  the 
poetical  side  of  advertising  he  prefers  to 
praise  or  censure  the  work  of  others,  and 
to  present  none  of  his  own,  for  good  and 
sufficient  reasons.  An  attempt  has  been 
made  to  annihilate  the  identity'  of  the  un- 


POETICAL  PUBLICITY 


565 


A " Rosedale  ” is  wrought  as  a rod  or  a briglit- 
hiied  band, 

With  cunning  of  discs  and  a circling  of  paper 
unwound, 

That  the  heart  of  an  artist  may  smile  when  to 
pleasure  his  hand 

A “Rosedale”  is  wrought. 

Its  core  of  plumbago  is  carven,  or  crayon  pressed 
round ; 

In  sorcerous  scarlet  or  amorous  azure  ’tis 
planned, 

And  in  its  sinuous  spiral  its  princely  perfections 
are  crowned. 

Where  the  discs’  divisions  descend  should  the  cover 
be  scanned ; 

A pin’s  pert  puncture  to  fashion  a fissure  is 
found. 

For  the  point  in  perfection’s  prepared,  when,  with 
sinuous  segmented  band, 

A “ Rosedale  ” is  wrought. 


fortunate  advertisers  who  use  some  of  the 
speeimcns  presented.  It  is  always  more  gen- 
erous to  pit}^  than  to  condemn. 

''Idle  advertiser  is  advised  to  stifle  his  poet- 

A afk  A •I  A 4k  A •I' A A A A A <A  <|r  A *(1 A A A A A A A 


♦ 

♦ 

♦ 

♦ 

♦ 

♦ 

♦ 

♦ 

♦ 

♦ 

♦ 

♦ 

♦ 

♦ 


On  the  Yacht  Race. 

The  Valkyrie  has  sailed  o’er  the  waters,  and  failed. 
And  the  sportsmen  and  crews  all  the  errors  bewailed. 
The  Defender  has  gained  the  proud  goblet  of  gold, 
While  Violet  has  long  held  the  medal. 

As  Defender  now  holds  the  famed  goblet  of  gold. 

So  Violet  will  long  hold  the  medal. 

Toilet  Violet  Soap,  35  cents.  Floral  Violet  Soap, 

20  cents.  JOHN  JONES  CO., 

1064  White  St.,  New  York. 


r» 

r» 


^ ^ ^ ^ ||i  # ili>  ^ ^ 111  # V ^ 9>  ^ ||[>  i|ft 

Plate  No.  19. — A silly  advertisement.  Set  in  DeVinne.  Collins 
Border  No.  201. 


ical  aspirations  so  far  as  they  may  concern 
his  advertising,  and  if  his  relatives  seem  to 
be  poetically  disposed,  or  perhaps  indisposed, 
because  alleged  poetry  often  springs  from 
indisposition,  it  is  suggested  that  these  effu- 
sions receive  the  dignity  of  type  and  ink 


Plate  No.  20. — Not  bad,  but  too  long.  Set  in  French  Elze- 
vir. Barta  Newspaper  Border. 


through  the  news  or  literary  columns,  and 
that  they  be  no  part  or  parcel  of  business. 
The  reader  who  has  not  brains  enough 
to  appreciate  real  poetry  thinks  as  much 


When  Baby  was  sick,  we  gave  her  Bytoria. 
When  she  was  a Child,  she  cried  for  Bytoria. 
When  she  became  Miss,  she  clung  to  Bytoria. 
When  she  had  Children,  she  gave  them  Bytoria. 


Plate  No.  21.  — Very  good.  Set  in  Ronaldson  Condensed. 
6 Point  Border  No.  76. 

or  more  of  bright  prose  than  of  even  the 
merry  jingle  of  rhyme,  and  he  who  does 
appreciate  poetry  will  not  tolerate  any 
substitute.  The  advertiser  is  safer  backed 


NOW. 


In  olden  days  it  used  to  be 
The  disagreeable  fashion — 

At  least  all  lovers  found  it  so — 

When  smitten  with  the  passion. 

To  have  to  wait  for  years  and  years. 
Perhaps  half  a lifetime  tari-y, 

While  going  through  the  process  known 
As  saving  up  to  marry. 

But  all  of  this  is  altered  now, 

And  lovers  sigh  no  more. 

For  all  they  have  to  do  is  buy 
At  John  riertoto’s  store  ; 

While  he  in  turn  will  do  his  best. 

And  help  them  all  he  can 
By  furnishing  their  home  upon 
His  Special  Credit  plan. 


by  prose. 


Plate  No.  22. — Two  stanzas  from  a long-winded  harangue.  Set 
in  Roman.  18  Point  Barta  Border  No.  250. 


Notices 


“ Printed  importance  stuck  on  the  wall  ” 


ALF  a century  ago  nearly  all  the  advertisements  began  with  the  word 
“Notice,”  or  were  introduced  by  some  similar  headline. 

As  the  intelligence  of  publicity  broadened,  people  learned  to  adver- 
tise what  the}’  had  for  sale,  without  preamble,  and  arrived  at  the 
bottom  of  things  at  the  start. 

With  the  beginning  of  progressive  advertising,  the  term  “ Notice  ” found  itself  gen- 
erally confined  to  announcements  pure  and  simple,  principal!}'  to  placards  and  sheets 

displayed  in  cars,  depots,  and  other  much 
frequented  places. 

Even  at  this  day,  when  brevity  and 
e.xactness  are  considered  essential,  there 
appear  in  almost  every  railroad  train,  and 
in  nearly  every  station,  official  announce- 
ments beginning  with  the  word  “ Notice.” 

The  thinking  reader  might  think  that 
the  unthinking  writer  prefaced  his  an- 
nouncements with  “Notice,”  because  he  assumed  that  if  the  word  “Notice”  did  not 
appear  no  one  would  understand  that  the  substance  of  the  notice  was  intended  for  a 
notice. 


On  and  after  June  15,  the  Danbury 
train  now  leaving  at  6.15  P.  M.  will 
leave  at  4.30  P.  M.,  making  all  stops. 

JOHN  SMITH,  Superintendent. 

Plate  No.  i. — The  usual  form  of  railroad  notice. 


The  fact  is,  expressions  of  this  kind  are  used  for  conventionality’s  sake,  and 


because  the  majority  of 
notice  writers,  not  know- 
ing what  to  say  or  how 
to  say  it,  fill  up  the  space 
with  useless  headlines. 

The  thickest  mind  will 
not  have  much  difficulty 
in  realizing  that  any 
printed  announcement, 
prominently  displayed  as 
a notice,  is  a notice,  or 
it  would  not  be  placed 


1.V.I  JlA 


>74 


Danbury  Time  Change 


On  and  after  June  15,  the  Danbury  train 
now  leaving  at  6.15  P.  M.  will  leave  at  4.30 
§ P.  M.,  making  all  stops, 


© 


John  Smith,  Superintendent. 


■ ■ ■ I ■ ■ ■ ■ I ■ .. — 1 1 ■ ■ ■ .1.1  K-~  ... 

Plate  No.  2. — Matter  in  Plate  No.  1 re-written  and  re-set.  Heading  in  Gothic  Condensed 
No.  II.  Reading  matter  in  De  Vinne.  12  Point  Collins  Border  No.  202. 

566 


NOTICES 


567 


Notice. 


Notioo  is  Uoroby  Riven  that  the  Annual  Stock- 
holders’ MectiuR  of  the  lilank  Tool  (loinpany, 
will  he  held  at  their  ollice  in  the  City  of  Hlank- 
lown,  Ohio,  on  Wednesday,  the  6th  day  ot  ,lan- 
uary,  A.  I).  ISI17,  at  10  o'clock  A.  M.,  to"  transact 
any  business  which  may  lawfully  be  done  by 
said  Stockholders  in  general  meeting, 

L,  D.  BLANK,  i’resident. 


wlicrc  people  eould  notiee  it;  and  if  it  i.s  so  under- 
stood there  does  not  appear  to  be  any  reason  for 
labeling  it. 

It  is  as  absurd  to  claim  that  people  will  not  know 
a notice  unless  it  is  so  marked,  as  it  is  to  say  that 
folks  will  not 


Plate  No,  3, — The  usual  form  of  legal  notice. 
Perhaps  there  is  no  necessity  of  the  notice  being 
read,  as  almost  any  form  covers  the  law,  but  it  is 
obvious  that  there  is  no  reason  why  the  advan- 
tage of  advertising  should  not  be  given,  particu- 
larly as  it  costs  nothing  e.xtra. 


at  the  top  of  it. 


the 

alphabet  unless 
the  word  “ Al- 
phabet ” appears 
The  onl}^  excuse  for  heading 


an  announcement  with  “ Notice  ” is 


Plate  No.  4. — If  the  name  of  the  company  is  prom- 
inently given  a certain  amount  of  good  advertising 
results.  The  legal  matter  is  omitted  as  it  is  not  neces- 
sary to  repeat  it  here.  Set  in  Howland.  Single  Rule 
Border. 


m ANNOUNCEMENT! 

JOHN  SMITH 

has  purchased  the  entire  stock  of  Dry 
Goods,  from  Mr.  M.  H.  Jones,  and  ■will  con- 
tinue the  business  at  the  same  place — the 
Mosebeefc  buildingf. 

Good  Quality,  Low  Prices  and  Square  Dealing  should  win 
your  trade. 


Plate  No.  5. 
advertising. 


-The  usual  and  unprofitable  form  of  announcement 


that  the 

word  admits  of  the  largest  type  and  may 
draw  the  e^-e  to  the  announcement. 

Far  better  it  would  be  to  print  some 
word  of  meaning  or  some  descriptive 
term  at  the  head  of  the  announcement. 

If  the  notice  refers  to  the  purchase  of 
tickets,  why  not  head  it  ‘‘  About  Tickets.” 

If  the  notice  refers  to  change  of  time, 
it  is  better  to  head  it  “ Change  of  Time,” 
and  not  to  place  “ Notice  ” in  the  largest 
type  at  the  top. 

Assuming,  for  argument’s  sake,  that  it 
may  be  necessary  to  use  the  heading,  Notice,”  for  official  announcements,  there 
certainly  cannot  be  any  excuse  for  its  appearance  in  regular  heraldings  of  excur- 
sions, entertainments,  or  in  regular  business  advertisements. 

It  is  better  to  say  “ Grand  E-xcursion,”  or  simply  “ Excursion,”  or  “ Ten  Hours  on 
the  Water,”  than  to 
give  up  the  best  part 
of  the  space  to  a mean- 
ingless term  like  “ No- 
tice.” 

The  use  of  the  word 
“ Notiee  ” is  nothing 
but  a shadow  of  the 
dark  ages  of  advertis- 
ing, when  people  who 
had  something  to  say 
spoiled  that  something 
by  superfluous  an- 
nouncement lines  and 


>ooo<^^ocoo< 


>0  00«^^>0  C 0^=>0  0 0< 


Jones’  Dry  Goods  Are  Mine 

Everything  that  W.  H.  Jones  had  in 
his  store  last  Aveek  is  in  my  store  to-day. 
Because  I bought  at  rock-bottom  I Avill 
sell  at  sub-cellar  prices. 

John  Smith 


>ooo< 


>d0o<^^>ooo< 


>oooo< 


>0  D 0 ^^^>0  0 0 <^^>0  0 Oc 


Plate  No.  6. — Matter  in  Plate  No.  5 re-written  and  re-set,  in  Poster  Roman  No.  i. 
Florentine  Border  No.  165. 


6 Point 


568 


FOWLER’S  PUBLICITY 


Notice. 


meaningless  background.  Sometimes  it  is 
advisable  not  to  use  any  headings  when 

there  is  room 

for  the  lar- 
gest reading 
type,  but 
generally  a 
headline 
adds  to  the 
effectiveness 
of  the  notice. 

Whenever  possible,  head  the  notice  with 
something  that  means  something  and  refers 


Whiting  will  make  first-class  photo- 
graphs at  $1.00  per  dozen  until  January 
1st,  ’98,  and  will  guarantee  them  to  be 
just  as  good  pictures  as  you  pay  3 to  5 
dollars  for  elsewhere. 


Plate  No.  7. — A very  unprofitable  form  of 
advertising.  There  is  no  reason  vrhy  a regular 
advertisement  should  be  headed  with  the  term 
“ Notice.” 


^ Fine  Photographs 
I Dollar  a Dozen  p 

Whiting  knows  how  to  take  you, 
and  he  guarantees  to  take  you  just 
as  you  are.  He  takes  you  as  well 
for  $1  a dozen  as  other  folks  take 
you  for  $3  or  $5  a dozen. 

Plate  No.  8. — Matter  in  Plate  No.  7 re-written  and  re-set. 
Headings  in  Ronaldson  Condensed.  Reading  matter  in  Cush- 
ing Monotone.  Combination  Dragon  Border  No.  27. 

directly  to  the  substance  of  the  notice. 


On-the-Fence 


That  he  who  runs  may  read” 


IGNS  on  fences  were  among  the  first  signs  of  advertising. 

As  there  were  fences  before  newspapers,  and  as  all  country  cus- 
tomers pass  fences  when  going  townward,  instinct  rather  than  thought 
suggested  that  there  be  signs  upon  fences. 

The  fence  sign,  like  all  other  outdoor  signs,  must  be  brief,  and  in 
letters  large  enough  to  be  read  across  the  road.  If  placed  alongside  the  railroad,  the 
letters  should  not  only  be  large,  but  the  sign  should  be  far  enough  from  the  track  to 
be  seen  by  the  passen- 
ger in  a rapidly  passing 
train. 


10  Miles  to  Smith’s  Clothing  House 


Plate  No.  i. — Matter  like  the  above  should  generally  be  in  one  line.  Be  sure  that  the  distance 
figure  is  correct.  Set  in  Taylor  Gothic.  Single  Rule  Border. 


Fence  signs  close  to 
the  track  can  only  be 
read  by  tramps  or  sleeper  walkers,  and  as  this  class  of  pedestrian  is  not  a buying 
class,  the  signs  must  be  so  arranged  and  sufficiently  brief,  conspicuous,  and  distant, 
that  the  passenger,  while  flying  by,  may  read  them  with  a flying  glance. 

Signs  on  fences  are  closely  allied  to  signboard  advertising,  and  therefore  this 

department  must  be 
read  in  connection 
with  that  entitled 
“ Signboards  and 
under  that  heading 
signs  painted  upon 

structures  built  especially  for  the  purpose  are  discussed.  This  department  relates 
particularly  to  the  small  signs  painted  directly  upon  fences,  or  printed  upon  tin, 
wood,  or  other  substance  and  nailed  upon  fences. 

Guideboards  can  be  fastened  to  fences,  or  trees,  or  upon  poles,  and  they  ofl'er  an 
excellent  method  of  advertising,  provided  the  distances  they  give  are  correct. 

Guideboards  should  not  be  less  ^ 

than  a quarter  of  a mile  apart,  and  I'rr  f ^ fO  * i I 

should  carry,  besides  the  distance,  | y OU  tC  OUfC  Ol  OlTlltn  I 
comparatively  little  matter.  It  is  | _ | 

Plate  No.  3. — Set  in  Jenson  Old  Style.  6 Point  Florentine  Border  No.  167. 
569 


Plate  No.  2. — Unless  “ Smith”  is  well  known  in  the  community,  the  title  of  his  business  should 
also  be  given.  Set  in  Ronaldson  Condensed.  6 Point  Florentine  Border  No.  169. 


generally  sufficient  to  say,  “Four 


570 


FOWLER’S  PUBLICITY 


Miles  to  Smith’s  Furniture  Store”;  or 
if  desired,  the  sentence  can  be  ex- 
tended to  read,  “Four  Miles  to  Smith’s 
Furniture  Store,  Where  You  Can  Buy 
the  Best  Furniture  the  Cheapest.”  In 
this  case  the  latter  part  of  the  sentence 
may  be  less  conspicuous. 

Signs  by  the  roadside  should  always  be  on  the  right  side  of  the  street  going  towards 
town,  so  as  to  be  seen  b}^  the  country  people  riding  to  town,  not  away  from  town. 

.Signs  on  fences  should  generally  contain  only  reading  matter,  and  the  use  of  cuts 
should  be  avoided  except  when  the  sign  is  very  large. 

One  or  two  lines  on  a sign  are  sufficient. 

Use  the  plainest  type,  and  generally  print  in  black,  for  black  can  be  more  easily 
read  than  any  other  color,  is  legible  at 
an  angle,  and  is  not  generally  affected 
by  light  and  shade. 

Never  use  gilt  on  an  outdoor  sign, 

, r j_  ^ Plate  No.  5.  — Lettering  like  this  has  an  individuality  which  gives 

except  tor  tirm  signs  on  tne  store,  be-  identity  to  the  advertising,  but  should  not  be  used  unless  the  words  are 
. , , , , , . , , , perfectly  readable.  Set  in  Bradley.  Single  Rule  Border. 

cause  gilt  cannot  be  readily  read  at  an 

angle.  It  is  better  to  paint  or  print  the  signs  upon  wood,  tin,  or  other  substances,  and 
fasten  them  to  the  fences  and  trees,  than  to  paint  them  directly  upon  the  fence,  for 
most  fences  present  an  uneven  surface  and  make  a bad  background  for  sign  work. 
Never  use  a stencil.  Stencil  letters  are  not  distinct. 

Almost  any  printer  can  print  from  electrotypes  upon  thin  wood,  if  the  v/ood  be 
soft,  and  this  is  one  of  the  cheaper  methods  of  producing  fence  signs. 


T/'  It  Can’t  Be  Found  At  Smith’s,  Nobody  Has  It 

Plate  No.  6. — Set  in  Johnson  Old  Style  Italic.  Single  Rule  Border. 

Tin  is  durable,  and  it  takes  some  time  for  it  to  rust  if  it  is  well  covered  with  paint. 

Bas-relief  signs  are  not  adapted  to  roadside  advertising,  because  they  cannot  be 
read  at  a distance. 

Painting  on  rocks  is  desecrating  Nature.  Good  citizenship  should  prevent  the 
advertiser  from  outraging  public  opinion,  and  local  laws  should  be  enacted  prevent- 
ing this  form  of  advertising. 

Bright,  catchy  sentences  are  always  allowable  for  roadside  advertising,  and  even 

that  which  may  not 
be  considered  digni- 
fied is  sometimes 
permissible. 

If  the  location  of 


Right  Prices  At  The  Honesty  Shop 


Till  Vour  Camps  Ulitb  Olive  Oil 


r 


Home  Warming  Stove 


Plate  No.  4. — Set  in  Johnson  Old  Style.  8 Point  Florentine  Border 
No.  170. 


Plate  No.  7. — Set  in  French  Elzevir.  Heavy  Single  Rule  Border. 


ON-TIIK-FKNCIC 


57T 


the  house  is  known,  or  it  is  in  a small  town,  there  is  no  necessity  of  using  space  for 
the  full  address;  the  name  of  the  town  is  enough,  and  in  some  eases  that  is  m^t  neecssar}’. 

The  same  wording  should  not  generally  appear  on  two  signs  that  arc  near  together. 

j 1 

! A Child  Can’t  Get  Cheated  at  Smith’s  I 

I i 

Plate  No.  8. — An  e.xpression  like  this  mnst  be  used  with  care,  and  often  it  is  best  not  to  use  it  at  all.  Set  in  Ronaldson. 

6 Point  border  No.  71. 

If  one  has  only  one  thing  to  say,  let  him  try  to  say  it  each  time  in  a different  way. 

Do  not  let  originality  take  the  place  of  directness  and  simplicity. 

The  cloth  sign  costs  more  than  it  is  worth,  because  it  is  easily  torn  and  must  be 
put  up  perfectly  to  present  a smooth  surface;  besides,  the  ink  or  paint  upon  it  is 
liable  to  run  together  after  becoming  wet. 

Roadside  advertising  does  not  take  the  place  of  regular  local  newspaper  advertising, 
but  when  used  in  conjunction  with  it  is  likely  to  be  profitable. 

Do  not  allow  the  roadside  signs  to  become  shabby.  It  is  better  to  destroy  them 
than  to  keep  them  up  when 
they  show  the  effects  of  time 


pcc 


Better  Stick  to  Smith 

>000<^^000<^^0()0<^^0(?0<^^00<^^90<^^000<^^0(>0<^^0a0<^^000- 
Plate  No.  9. — Set  in  De  Vinne.  6 Point  Florentine  Border  No.  165. 


and  weather. 

Signs  on  fences  should  be 
general  in  character,  or  else 
should  advertise  some  one 
particular  article  which  is  likely  to  remain  in  regular  stock,  for  these  signs  are  too 
expensive,  and  cost  too  much  to  put  up  to  be  changed  like  a newspaper  advertisement. 

Whenever  possible,  give  the  signs  a certain  identity. 

If  no  one  else  in  town  is  using  a bright  red,  use  red  for  the  ground  work,  or  have 
the  signboards  cut  in  the  form  of  a circle,  or  a diamond,  or  surround  them  with 
a red  or  other  colored  border. 

As  long  as  the  signs  do  not  lose  their  distinctness,  the  less  they  look  like  other 
signs,  the  better  they  are. 

Under  no  circumstances  use  fancy  lettering,  or  script,  or  letters  set  in  circular  form 
or  in  any  way  which  can  confuse  the  passing  eye. 

Remember  that  the  readers  are  either  riding  or  walking  by,  and  that  they  may  not 


Smith  Has  What  You  Want  When  You  Want  It 


Plate  No.  io. — Set  in  Latin  Antique.  Single  Rule  Border. 


pause  to  read  the  signs.  If  the  signs  can  be  seen  without  effort,  without  the  turn- 
ing of  the  head,  and  without  stopping,  they  will  be  read;  otherwise  they  might  almost 
as  well  have  their  faces  turned  to  the  background. 


572 


FOWLER'S  PUBLICITY 


Artistic  arrangement,  and  an  intermingling  of  colors,  fancy  borders,  and  pictures, 
have  no  place  on  the  fence  sign. 

The  sign  that  may  look  well  in  the  store,  and  be  acceptable  on  the  closest  inspec- 
tion, may  be  worthless  as  a fence 
sign. 

If  the  firm  name  is  John  Smith  & 
Co.,  and  it  is  the  only  Smith  in  that 
line  of  business  in  the  town,  spaee 
will  be  saved  and  effectiveness  gained  by  telling  people  that  “ Smith’s  Furniture 
Lasts,”  instead  of  saying  that  lasting  furniture  may  be  bought  of  John  Smith  & Co. 

In  fence  advertising,  words  must  be  economized,  and  the  nearer  one  can  get  to 
three  words,  the  more  the  sign  is  worth. 

Fence  signs  should  direct  people  to  the  store,  give  pertinent  points  as  to  its  reputa- 
tion, announce  general  cheapness  of  prices,  general  quality  of  goods,  and  general 
variety  of  stock;  or  they  may  advertise  definite  and  constant  regulars. 

The  same  sign  should  not  make  more  than  one  point,  and  it  is  generally  advisable 
to  have  the  signs  appear  in  a series,  so  that  the  rider  to  town  will  keep  learning  more 


The  Nearest  Shoe  Store  is  Smith’s 

Plate  No.  ii. — Set  in  Gothic  Condensed  No.  ii.  Single  Rule  Border. 


# 


Smith’s  Carpets  Wear  | 

Plate  No.  12. — Set  in  Gothic  No.  6.  12  Point  Laurel  Border. 


and  more  about  the  advertiser  as  he  advances  on  his  way,  but  each  sign  should  be  so 
characteristie  that  if  the  one  who  sees  it  begins  in  the  middle  of  the  series,  it  will  not 
be  necessary  for  him  to  go  backwards  to  understand  what  he  is  reading  as  he  goes 
forward  — particularly  as  he  will  not  go  back  anyway. 

The  accompanying  sign  lines  are  presumed  to  be  adaptable  to  nearly  every  line  of 
trade,  and  wherever  any  particular  article  is  specified,  it  is  assumed  that  the  same 
expression  will  adapt  itself  to  goods  in  general.  Some  of  the  expressions  may  not 
partieularly  please  the  over-conservative  and  dignified,  but  as  dignity  is  sometimes 
unprofitable,  it  is  neeessary  to  present  the  several  styles  of  fence  sign  advertising. 


Dull  Times  • 


“ You  needn’t  be  dull  ” 


NALYZE  the  circumstance  or  combination  of  circumstances  which 
make,  or  are  supposed  to  make,  that  peculiar  condition  of  business 
called  “ dull  times,” 

No  man  has  analyzed  it,  although  all  men  have  tried  to. 

The  discoverer  of  the  causes  of  dull  times  will  be  closely  related  to 
the  man  who  establishes  a universal  and  acceptable  tariff,  or  who  forever  settles  the 
international  standard  of  money. 

What  we  think,  whether  it  be  so  or  not,  is  commercially  so. 

If  we  think  times  are  good,  times  almost  always  are  good. 

If  we  think  times  are  bad,  times  are  invariably  bad. 

If  we  think  we  have  a pain,  we  have  a pain. 

If  we  think  we  are  well,  the  chances  are  that  we  are  well. 

No  man  can  think  his  leg  off  or  think  it  on  again,  nor  can  any  mind-cure  cure  in- 
curable disease,  but  thought  working  from  the  individual  into  the  collective  is  respon- 
sible for  nearly  every  condition  of  trade  where  opinions  differ  as  to  origin. 

The  unfortunate  tariff,  and  the  unavoidable  election,  and  the  not-yet-tested  free 
trade,  and  the  political  conditions  of  districts  or  of  many  districts,  all  operate  as  ex- 
cuses for  business  depression. 

No  man  can  think  a thing  that  is  not  so  is  so  and  make  it  so,  but  when  a thing  may 
not  be  so,  and  when  its  apparent  existence  is  but  mental  vapor,  then  thought  makes 
it  or  kills  it  — as  thought  would  have  it. 

hlan  No.  I tells  Man  No.  2 that  times  are  hard. 

Man  No.  2 tells  Man  No.  3 that  times  are  worse. 

hlan  No.  3 tells  Man  No.  4 that  times  are  worst. 

When  enough  men  have  told  and  retold  this,  times  are  what  they  were  not,  and 
what  they  ought  not  to  be,  because  they  appear  to  be  that  which  they  need  not  be. 

Ninety-nine  men  out  of  a hundred  think  times  are  hard  because  somebody  told  them 
they  were. 

When  enough  people  talk  hard  times,  times  really  become  hard,  and  the  men  who 
created  the  condition  have  the  satisfaction  of  living  in  a land  of  their  own  making. 

Some  advertisers  advertise  a part  of  the  time. 

Some  advertisers  advertise  all  of  the  time. 


573 


574 


FOWLER’S  PUBLICITY 


't 

IF  you 
/Need  it 


To=day*s  dollar  buys  as  much 
as  to=morrow’s  twice=as=much. 


The  advertiser  who  advertises  part  of  the  time  may  make  money.  The  advertiser 
who  advertises  all  of  the  time  generally  makes  money  all  of  the  time. 

It  makes  no  differenee  what  the  reader  may 
think,  or  what  the  writer  may  think,  when  the 
J ^ ^ fact  stares  both  of  them  in  the  face  that  while  all 

m ^ m M ^ r who  advertise  may  make  money,  few  make 

I %j.  money  who  do  not  advertise;  and  that  those 

— who  make  the  most  money  are  those  who  do 

not  seem  — so  far  as  their  action  is  concerned 
— to  have  any  knowledge  of  a dull  condition  of 


Plate  No.  i. — Set  in  Taylor  Gothic. 
Border. 


Single  Rule 


the 


business. 

When  times  are 
good,  advertising 
pays. 

When  times  are 
dull,  advertising 
pays,  because  al- 
though there  may 
be  little  buying 
man  who  advertises 


there  is  little  advertising,  and 
is  more  conspicuous;  he  stands  more  in  a class  by 
himself,  and  draws  from  those  who  do  not  advertise 
the  business  they  might  keep  if  they  did  advertise. 

It  is  profitable  to  profit  b}^  the  unprofitable  actions  of 
others. 

People  are  buying  all  the  time;  and  because  they  are 
buying,  even  though  they  may  not  buy  as  readily,  they 
are  more  likely  to  buy  of  the  man  who  advertises  than 
of  the  man  who  does  not. 

Nobody  wants  to  buy  anything  of  the  man  who  does 
not  appear  to  want  to  sell. 

Nobody  enters  a store  uninvited,  and  the  man  who 
issues  a cordial  invitation  is  the  man  who  will  get 
people.  As  the  merchant  cannot  personally  enter  all 
the  homes  of  his  customers,  and  cannot  afibrd  to  stand 
out  in  front  of  his  store  beckoning  with  both  hands,  he 
is  obliged  to  use  a more  economical  and  far-reaching 
method  of  invitation,  which  goes  by  the  name  of  ad- 


* 


Hard 

Time 

Prices 

At  the 

Good 

Time 

Store 


w 


w 


Plate  No.  2. — .Set  in  Howland. 
I.aurel  Border  No.  2. 


12  Point 


vertismg. 

It  has  been  said  that  there  is  not  a great  deal  of  dull- 
ness in  a live  store,  that  outside  conditions  are  often  ruled  by  inside  methods,  and 
that  the  reason  trade  is  dull  is  sometimes  due  to  the  merchants  who  are  so  foolish  as 


DULL  TIMES 


575 


^r>ocoo 


>ocooo< 


1 


to  tell  the  people  that  trade  is  bad,  and  then  growl  because  the  people  do  just  as  they 
told  them  to  do. 

L3'ing  is  not  justiliable,  but  a man  is  not  obliged  to  tell  everything  about  his  busi- 
ness; the  most  conscientious  conscience  can  sleep  contentedly 
when  it  has  forgotten  to  tell  the  people  that  business  is  not  good 
with  its  owner. 

Misrepresentation  is  not  to  be  commended,  but  keeping  still 
about  that  which  one  has  a perfect  right  to  keep  still  about 
docs  not  outrage  the  most  exacting  code  of  morals. 

Many  merchants  stand  in  their  doorway’s  during  the  dull 
times,  tell  the  people  about  the  business  that  is  none  of  the 
people’s  business,  and  then  literally  kick  themselves  because 


Hard 

Time 

Prices 


collections  are  bad  and  trade  is  stagnant. 


0^ 

Plate  No.  3. — Set  in  De 
Vinne  Extra  Condensed.  6 Point 
Florentine  Border  No.  165. 


This  sort  of  business  man  injures  himself  and  does  no  good 
to  others. 

Lack  of  confidence  means  failure. 

Faith  in  business  means  business. 

How  long  would  the  captain  of  a great  transatlantic  steamer  hold  his  position  if  he 
banked  his  fires  and  slowed  down  through  the  storm 

The  successful  navigator  crowds  on  steam,  not  to  an  unsafe  degree,  but  that  he  may 
keep  his  vessel  moving  on  as  rapidly  in  calm  as  in  storm. 

In  dull  times  the  progressive  business  man  arranges  his  counters  more  attractively, 
piles  his  goods  higher  than  usual,  decorates  his  windows,  burns  more  gas,  brushes  up 
everything,  puts  a new  coat  of  paint  on  the  out- 
side and  a smile  on  the  inside,  diffuses  his  enthu- 
siasm into  ever}'  clerk,  advertises  more  extensively, 
and  gets  the  bulk  of  the  business. 

Few  men  punish  their  stomachs  for  the  sins 
of  their  business.  Folks  eat  three  times  a day 
in  dull  times  and  in  good  times,  and  if  they  eat, 
they  must  have  things  to  eat,  and  the}^  will  buy 
those  things  of  the  man  who  tells  them  he  has 
them  for  sale. 

Folks  ma}^  not  buy  as  much  furniture  in  dull 
times,  nor  as  much  of  some  other  things  which 
can  be  waited  for,  but  the}^  will  buy  what  they 
have  to  have,  and  they  will  think  about  buying 
what  they  want. 

In  dull  times  people  select  the  articles — and 
continue  to  think  about  them — which  the}"  pro- 
pose to  purchase  when  times  are  good,  and  the  progressive  advertiser  reaches  the 
thinking  public  and  places  it  in  a frame  of  mind  to  do  future  business  with  him. 


576 


FOWLER’S  PUBLICITY 


The  local  advertiser  may  claim  that  everybody  knows  where  he  is,  and  that  there 
is  no  need  of  advertising  when  nobody  is  buying. 

This  is  a conventional  reason,  and  is  founded  upon  the  mistakes  of 
the  past. 

Dull  time  advertising  is  educational,  and  is  of  the  successful  sort 
of  preliminary  announcement  which  is  sure  to  win,  perhaps  in  the 
present,  but  surely  in  the  future. 

The  general  advertiser  may  divide  his  seasons  of  advertising  into 
as  many  parts  as  he  chooses,  and  he  may  advertise  less  during  a 
_ _ part  of  the  time,  but  the  advertiser  who  has  made  a success  is  the 

kQOk  who  has  kept  continuously  at  it,  and  who  keeps  before  the  public 

UUUIl  irrespective  of  the  condition  of  the  times. 

- Dull  time  advertising  must  be  adapted  to  the  season,  and  must 

I flQT  either  appeal  directly  to  immediate  desires,  or  be  of  a preliminary 

® ilW*  sort  reaching  out  for  future  business. 

During  the  dull  season,  when  every  one  feels  depressed,  and 
money  is  scarce  or  appears  to  be  so,  the  people  hail  with  delight  the 
store  that  has  the  brightness  of  prosperity  surrounding  it,  the  store 
where  the  clerks  seem  filled  with  the  fire  of  enthusiasm,  and  where 
LI  I M HI  things  appear  to  be  moving  even  though  they  may  not  be  selling. 

Naturally  the  crowd  enters  this  store,  and  where  there  is  a crowd 
there  is  apparent  prosperity.  Each  member  of  the  crowd  tells  every- 
body he  sees  that  business  seems  to  be  good  in  that  place  if  in  no 
other,  and  business  becomes  good,  because  the  people  think  it  is  good. 

The  breezy,  bright,  progressive  advertisement  shines  with  added  luster  when  there 
are  fewer  advertisements,  and  when  those  which  do  exist  refiect  the  dullness  of  their 
writers. 

There  is  no  more  economical,  safer,  better,  or  more  profitable  method  of  dispelling 
the  dull  times,  so  far  as  the  store  and  business  are 
concerned,  than  by  increasing  the  advertising  space, 
and  by  that  apparent  prosperity  that  begets  real 
prosperity. 

In  dull  times,  everybody  is  looking  for  the  man 
who  is  doing  well,  for  his  action  is  cheering,  and 
people  become  receptive  to  his  argument,  giving, 
him  the  preference  and  buying  of  him. 

The  advertising  pages  of  the  great  general  peri- 
odicals sufifer  when  times  are  dull,  but  they  sulfer  all 
over,  and  not  from  any  exclusive  cutting  of  full 


Plate  No.  5. — Set 
in  Gothic  Condensed 
No.  II.  Single  Rule 
Border. 


Buy 

Now 


Plate  No.  6. — Set  in  Gothic  No.  6.  18  Point 
Collins  Border  No.  200. 


pages,  or  from  the  reduction  of  large  space  to  small. 

Take  up  the  six  leading  general  publications  of  any  country  when  times  arc  good, 
and  note  the  advertisers  and  the  space  they  use.  Compare  these  condiiions  with  the 


DULL  TIMES 


577 


same  pages  when  times  are  dull,  and  one  will  find  that  the  great  advertiser  whose 
name  is  a household  word  everywhere  is  using  just  as  large  a space,  and  that  the 
cutting  is  in  the  absence  of  the  advertisements  of  the  small  advertisers,  and  those  of 
doubtful  reputation  and  questionable  profits. 

Men  of  success  know  more  about  making  success  than  men  of  failure,  and  when 
these  men  of  profit  advertise  as  extensively  when  times  are  dull  as  when  times  are 
good,  the  blind  man  of  business,  even  though  a fool,  cannot  help  feeling,  if  he  cannot 
see,  the  tremendous,  irresistible,  overpowering  argument  in  favor  of  progressive,  ex- 
tensive, bright,  and  continuous  dull  time  advertising. 

The  examples  shown  in  this  department  present  some  styles  or  forms  of  dull  time 
advertising,  but  practically  the  entire  contents  of  the  book  apply  to  advertising  in 
seasons  of  depression. 


Sensational  Publicity 

“ The  epidemic  spread,  the  very  air  was  laden  with  sensation  ” 


SENSATION  need  not  be  unrefined,  undignified,  dishonest,  injurious, 
nor  exaggerated. 

Much  of  the  best  work  done  by  orators,  and  the  introduction  of 
nearly  every  reform,  have  been  accompanied  by  that  element  of  ampli- 
fied progression  called  sensation. 

No  decent  man  or  woman  believes  in  exaggeration  or  dishonest  sensation,  but  the 
success  made  by  legitimate  sensational  methods  stamps  approval  upon  honest 


sensational  advertising. 


The  man  who  has  forever  walked  in  the 
path  of  his  fathers,  and  the  woman  with  a 
handmaid  and  a hairdresser  always  on  the 
premises,  who  practice  what  they  call  con- 
servative refinement  because  they  are  either 
too  gouty  or  too  lazy  to  travel  the  modern 
streets  of  activity,  oppose  every  method  of 
advertising  which  is  not  confined  to  the  oldest 
of  old  style;  but  the  majority  of  the  better  class  of  thinking  people,  however  much 
they  may  disapprove  of  continuous  sensation,  find  no  fault  with  a reasonable  amount 
of  bright  and  unexaggerated  sensation  in  advertising. 

There  is  no  reason  why  sensational  advertising  should  savor  of  the  mob  hurrah,  or 


If  you  want  them 
Come  in  quickly 

Plate  No.  i. — A heading  applicable  to  any  class  of  clear- 
ance sale.  Set  in  Taylor  Gothic.  6 Point  Caxton  Border 
No.  237. 


Overstocked  With  Underwear 


t We  hoiiffht  100  dozen  Excelsior  Conihiiiatiou  Suits  of  Lons- Wear  underwear, 
i and  we  boiisht  too  many.  We  thought  nrowiitowii  folks  Avonld  buy  the  best 
5 there  is  when  the  best  costs  but  10  per  cent,  more  than  the  jtoor,  but  ne 
1 made  a mistake,  and  because  we  did,  yon  can  have  these  magniticenl  suits 
I for  the  same  price  we  have  been  asking  for  poor  stuff. 


Plate  No.  2. — An  example  of  what  may  and  may  not  be  considered  sensational  advertising. 
Boldface  Condensed  No.  7.  18  Point  Barta  Border  No.  241. 


It  certainly  is  not  objectionable.  Set  in 


.S78 


S ENS  ATI  ( )N  A L I TJ  H L I Cl  T Y 


579 


the  exaggerated  methods  of  the  eheaj")  eireus.  Pure  sensational  advertising  is  simply 
a bold,  strong,  and  ringing  way  of  making  known  the  business. 

Ciood  sensational  ad^■ertising  demands  the  use  of  the  largest  spaee,  and  type  of  the 
greatest  si/e.  It  requires  strong,  positive  statements,  and  allows  the  use  of  many 
adjectives  arranged  in  a train  of  motion. 


We  had  i,ooo  of  those  Prince  of 
Nothing  Overcoats — guaranteed  all 
over — warranted  of  longest  longev- 
ity— superlatively  stylish — magnif- 
icently beautiful — there’s  only  half 
of  them  left  and  very  likely  day-after- 
to-morrow there  won’t  be  any  of  them 
left.  A word  to  you  is  sufficient. 


Plate  No.  3. — A somewhat  sensational  form  of  advertising,  but  one  allowable  under  many  circumstances. 
The  natural,  easy  swing  of  the  exaggeration  takes  off  the  bad  edge  of  it.  Heading  set  in  De  Vinne  Open. 
Reading  matter  set  in  Konaldson.  30  Point  Collins  Border  No.  203. 


Sensational  advertising  should  not  be  overdone,  and  it  is  doubtful  if  it  can  be 
advantageously  continued,  however  effective  it  may  be  as  a sort  of  spice  for  the 
regular  advertising. 

Bands  of  music,  extra  illumination,  parades,  gaily  painted  wagons,  collations,  clam- 


58o 


FOWLER’S  PUBLICITY 


bakes,  and  a hundred  and  one  other  free  entertainments  are  sensational,  and  yet  they 
seldom  tail  to  bring  business  to  some  houses,  and  to  assist  the  regular  form  of  adver- 


r* 


ooo<^^oooo< 


>000< 


Rock-bottom 

Sub-cellar 

Prices 


1 


tising. 

A part  of  the  composition  of  good  advertising 
is  that  which  creates  the  first  flush  of  attention, 
and  the  better  class  of  sensational  methods  will 
bring  the  people  into  initial  connection  with 
the  advertiser,  where  more  quiet  methods  may 
fail. 

There  can  be  no  objection  to  what  may  be 
considered  a sensational  opening  or  reception, 
or  the  employment  of  an}’  noisy  method,  pro- 
vided good  taste  is  not  outraged. 

It  is  obvious  that  the  highest  grade  of  store 
cannot  employ  even  the  best  sensational  meth- 
ods, but  there  are  comparatively  few  mercan- 
tile establishments  which  cannot  use  some  of 
the  sensational  methods  to  advantage. 

Sensational  advertising  is  simply  a more 
pronounced,  a more  flashy,  and  a more  con- 
spicuous way  of  telling  the  old  story  that  one  is  in  business  for  business. 

The  specimens  presented  are  calculated  to  show  only  excusable  forms  of  sensa- 
tional advertisino-. 


(L, 


We  sell  as  low  as  we  want 
to,  and  that's  mighty  low. 


Plate  No.  4. — A not  objectionable  headline  and  intro- 
duction for  a sensational  advertisement.  Set  in  Gothic 
Condensed  No.  ii.  6 Point  Florentine  Border  No.  165. 


Children 


“ The  young  of  to-day  are  the  buyers  of  to-morrow” 


x\LF  bought  to  eat  is  eaten  by  ehildren. 

Half  bought  to  wear  is  worn  by  children. 

Half  the  family  expense  is  because  of  children. 

Some  children  buy  for  themselves. 

Most  children  are  bought  for. 

Occasionally  the  father  buys  something  for  the  boy,  and  not  occasionally  he  may 
purchase  something  for  the  girl. 

The  woman  is  the  child’s  buyer. 

Advertising  of  articles  for  youthful  use  must  be  advertised  to  catch  both  the 
women’s  and  the  children’s  eye. 

Better  reach  the  woman  first;  better  still, 
reach  woman  and  child  at  the  same  time. 

The  advertising  of  children’s  goods  must  be 
of  threefold  quality. 

First,  it  must  suggest  to  the  woman  that  the 
child  needs  something. 

Second,  it  must  tell  the  woman  where  to  get 
it. 

Third,  it  must  create  a desire  on  the  part  of 
the  buyer  or  user. 

If  the  child  wants  something  it  will  tell  its 
mother;  if  the  mother  thinks  the  child  needs 
it,  and  she  can  afford  it,  she  will  purchase  such 
an  article,  and  is  most  likely  to  buy  it  of  the 
house  which  advertises  it. 

The  advertisement  which  attracts  the  child’s 
attention  will,  through  the  child,  reach  the 
mother’s  eye. 

Advertisements  of  children’s  luxuries  should  be  directed  to  the  child  — if  the  child 
is  of  a reading  age  — and  the  mother  at  the  same  time,  but  the  majority  of  advertise- 
ments should  be  calculated  to  impress  the  parent  more  than  the  child,  for  compara- 
tively few  children  read  advertisements. 


Plenty  of  exercise,  and  something 
to  make  exercise  with  — the  Smith  I 
Express  Wagon  gives  pieasure  and 
the  best  of  healthfui  recreation.  It  is 
buiit  like  a real  wagon  and  is  of  iron- 
ciad  strength. 


>44+< 


Plate  No.  i. — A form  of  advertising  for  children 
which  will  attract  both  the  mother  and  the  child.  Set  in 
Gothic  Condensed  No.  ii.  8 Point  Florentine  Border 
No.  170. 


582 


FOWLER’S  PUBLICITY 


Somethin 
For  baby 


A pretty  little  chair.  So  comfort-  | 
able  and  so  safe.  It  keeps  baby 
I where  you  want  him,  and  he  is  con-  | 


I tented  too. 


\l/ 

if/ 

\l/ 


. -v.  ^ <v  7 7 


Plate  No.  2. — -A  profitable  form  of  children’s  advertising,  and  adapted 
to  almost  any  article.  Set  in  French  Elzevir  No.  i.  6 Point  Laurel  Border. 


The  advertisement  in  the  child’s 
publication  directly  strikes  the  eyes 
of  both  child  and  parent,  and  while 
it  is  advisable  to  direct  the  adver- 
tisement to  the  mother,  in  this  class 
of  publication  it  is  frequently  good 
policy  to  occasional!}’  appeal  to  the 
child  direct. 

Advertisements  in  local  newspa- 
pers should  generally  be  directed  to 
the  parent,  except  for  the  advertising 
of  goods  for  children  over  fifteen 
years  of  age;  and  even  in  that  case 
it  is  more  profitable  to  incline  more 
to  the  parent’s  side  than  to  the 
child’s,  for  the  majority  of  mothers 
buy  everything  the  girl  wears  up  to 
her  eighteenth  or  nineteenth  year, 
and  comparatively  few  boys  under  eighteen  make  important  purchases. 

It  will  be  found  profitable  to  occasionally  advertise  goods  for  men  and  women  in 
children’s  publications,  directly  to  the  child, 
asking  the  boy  or  girl  to  call  the  parent’s 
attention  to  the  goods  advertised. 

Such  expressions  as  the  following  are  likely 
to  be  read  by  children,  and  the  children  will 
probably  call  their  parents’  attention  to  the 
advertisement:  “An  Overcoat  for  Papa,” 

“ Shoes  for  Mother,”  “Is  Your  Father’s  Hat 
Shabby?”  “ Does  Mother  Need  a Cloak?” 

Picture  books,  and  other  household  novelties, 
can  almost  as  advantageously  be  distributed 
through  the  child  as  directly  to  the  mother,  for 
the  child  will  show  its  mother  what  it  receives, 
and  the  mother  is  always  interested  in  anything 
pertaining  to  the  child’s  enjoyment. 

Frequently  a book  or  article  devoted  to  chil- 
dren is  one  of  the  best  mediums  of  reaching 
the  parents.  The  child  will  keep  the  book 
when  the  mother  would  not  preserve  it,  and 
the  mother  is  always  sure  to  pick  up  and 
read  books  left  upon  the  floor  or  around  the 
house. 


Baby 
Loves 

It 


Blank’s  Food  is  as  delicious  W 
as  it  is  nutritious.  It  is  the  w 
best  of  nature  conveniently  S 
served  for  our  little  ones.  S 

I’l.ATE  No.  3. — A profitable  form  of  advertising  and 
adapted  to  children’s  food  of  every  class.  Set  in  Howland. 
12  i’oint  Laurel  Border  No.  2. 


Outdoor  Men 


“ There  may  be  something  in  it  ” 

N this  department  is  discussed  that  kind  of  advertising  which  is  carried 
by  individuals  and  includes  the  sandwich  advertisement,  the  proces- 
sion, and  the  use  of  bands  and  other  outdoor  sensations. 

The  sandwich  advertisement  is  considered  undignified,  and  is 
looked  upon  as  the  lowest  form  of  publicity,  but  its  general  use  indi- 
cates that  it  is  profitable,  notwithstanding  the  prejudice  against  it. 

The  sandwich  advertisement  is  supposed  to  consist  of  two  signs  of  any  description, 
carried  by  a man  between  the  signs  who  parades  along  the  streets  in  close  proximity 
to  the  store. 

Certainly  the  sandwich  advertisement  is  direct,  advertising,  and  its  returns  are 
likely  to  be  immediate. 

This  method  is  in  common  use  by  the  owners  of  cheap  restaurants  and  barber 
shops,  and  seems  to  be  the  only  class  of  advertising  universally  used  by  chiropodists 
and  ticket  scalpers. 

Occasionally  some  extensive  lines  of  trade  employ  the  sandwich  man,  but  they 
seldom  use  him  except  for  sensational  and  clearance  sales. 

The  sandwich  advertisement  must  be  as  brief  as  the  street-car  card. 

Its  lettering  should  be  very  strong  and  arranged  so  as  to  be  most  easily  read. 

There  is  no  necessity  of  beginning  the  sandwich  advertisement  with  such  expres- 
sions as  Come  and  See  Us,”  “ Try  Me,”  “ We  Beg  to  Announce.”  These  expres- 
sions mean  nothing  and  take  up  room  which  had  better  be  used  for  advertising 
purposes. 

If  possible,  have  the  sandwich  man  neatly  dressed.  A dirty-looking  patrolman  is 
not  a very  good  walking  advertise- 
ment of  a clean  restaurant. 

It  is  a good  plan  to  dress  the  sand- 
wich man  in  uniform,  and  sometimes 
it  may  pay  to  put  bells  on  his  hat  and 
bells  on  his  feet  if  the  authorities  do 
not  object. 

If  he  is  advertising  a restaurant, 
dress  him  as  a cook  or  waiter. 


Finn’s  Fine  Food 

I 106  White  St. 

Plate  No.  i. — Set  in  Howland.  9 Point  Contour  Border  No.  280. 
583 


584 


FOWLER’S  PUBLICITY 


If  he  is  advertising  ulster  overcoats,  put  an  ulster  on  him. 

Signs  similar  to  sandwich  signs,  when  placed  at  the  door,  are  not  objectionable  in 

any  sense,  and 
must  be  consid- 
ered as  first-class 
methods  of  ad- 
vertising. 

The  matter 
upon  them  should 
be  as  brief  and  as 
readable  as  that 
upon  the  sand- 
wich signs  and 

the  street-car  cards,  and  such  expressions  as  ‘‘  Come  In,”  “ Try  Us,”  and  ‘‘  Walk  In,” 
should  be  avoided,  simply  because  they  are  useless. 

Certainly  an  original  method  of  advertising,  and  one  which  is  effective,  is  what  is 
known  as  the  procession,  in  which  men,  animals,  and  carriages  assist  in  advertising 
the  article. 

One  of  the  most  effective  advertisements  was  that  made  by  a long  line  of  men,  each 
carrying  one  letter  in  the  name  of  the  article.  This  may  not  be  very  dignified,  but  a 
wagon  covered  with 
cloth,  the  advertise- 
ment on  the  cloth, 
and  a big  drum  in- 
side, will  attract  at- 
tention, and  attention 
is  a part  of  good  ad- 
vertising. 

The  employment 
of  a military  band,  if 
it  is  not  a discordant 
one,  in  a band  wagon 
or  on  a tallyho,  is 
one  of  the  best  meth- 
ods of  advertising  a 
transient  sale  or  an 
excursion. 

Certainly  there  can 
be  nothing  much 
better  for  the  adver-- 

tising  of  a blacking,  local  newspaper  advertising  excepted,  than  a gaily  decorated 
wagon,  with  a magnificent  looking  colored  man  seated  on  a velvet  throne  shining  boots. 


I 

Comfortable  j 
Conversational  | 
Conveniences  | 

At  Connor’s  | 
Restaurant  | 

Plate  No.  3. — Set  in  Taylor  Gothic.  6 Point  Border  No.  71. 


Only  Overcoats 

At  Overton’s 


Plate  No.  2. — Set  in  Johnson  Old  Style.  6 Point  Lovell  Border  combined  with  Single  Rule. 


OUTDOOR  MEN 


585 


'rracle  processions  should  be  encouraged,  and  every  ed'ort  should  be  made  to  have 
the  manufacturers  and  retailers  present  exhibits  in  motion.  An  event  of  this  kind 
gives  pleasure  to  everybody,  stimulr'^''' 


trade,  and  creates  friendly  competition.  | 
The  expense  is  very  light,  but  when  this  3 
is  done  it  should  be  done  well,  and  the  3 
day  of  its  occurrence  ought  to  be  made  a | 
local  holiday. 


Plate  No.  4. — Set  in  Jenson  Old  Style.  Maltese  Cross 


Nobody  can  help  seeing  a eouple  of  Border  no. 301. 
negro  dudes  in  full  dress,  with  gloves,  eanes,  and  plug  hats,  parading  the  principal 
streets  arm  in  arm,  with  an  advertisement  painted  on  the  back  of  their  collars;  but 
if  the  weather  is  hot,  put  a kind  of  collar  on  them  whieh  will  not  wilt. 

The  old  conventional  method  of  painting  an  advertisement  on  a hat  is  a good  one, 
provided  the  wearer  of  the  hat  is  either  neatly  or  very  conspicuously  dressed. 

Anything  in  the  way  of  traveling  street  exhibitions,  if  it  is  not  vulgar,  is  a good 
method  of  loeal  advertising,  but  such  methods  are  too  expensive  for  the  general  ad- 
vertiser, beeause  to  handle  them  properly  a large  number  of  men  have  to  be  em- 
ployed, and  the  management  of  them  costs  more  than  the  advertisement  is  worth. 

The  examples  present  brief  forms. 


Common  Phrases 


“ Worn-out  lines  of  overuse 


RIGINALITY  can  lose  its  sense  in  trying  to  reach  beyond  the  com- 
monplace. 

Words  that  mean  a great  deal,  or  seem  to  be  indispensable  and  have 
no  equivalents  that  will  convey  their  meaning  as  well,  must  be  used 
everlastingl}’,  for  no  originality  is  good  simpl}'  because  it  is  original. 
There  are  some  advertising  lines,  old  as  they  may  be,  that  will  always  live,  and 

there  are  other  expressions  which  have 
outlived  their  usefulness  and  have  no 
place  in  the  economy  of  advertising. 

If  another  word  or  combination  of 
words  can  be  found  which  means  as 
much  as  a hackneyed  expression,  then 
the  original  way  of  putting  it  is  a hun- 
dred times  more  effective  than  the  old  way,  notwithstanding  that  both  expressions 
have  the  same  literal  definition. 

Simplicity  deserves  the  first  place,  and  simplicity  covers  intelligibility. 


^ Fine  Teas  and  Choice  Coffees  Q 

Plate  No.  i. — Similar  expressions  are  used  for  other  goods,  and  as 
all  goods  are  supposed  to  be,  commercially,  either  “ choice”  or  “ fine,” 
these  adjectives  have  no  especial  meaning.  Set  in  Jenson  Oid  Style. 
9 Point  Contour  Border  No.  280. 


The  best  is  the  cheapest 


i 

i 


Plate  No.  2. — A truthful,  but  over-conventional  expression,  and  one  which  has  been  worn  threadbare.  Set  in  Johnson  Old  Style. 
9 Point  Lovell  Border. 

As  the  shortest  distance  between  two  geographical  points  is  the  straight  line,  so  the 
shortest  words  and  the  plainest  words  bridge  the  distance  between  the  eye  and  the 
understanding'  in  the  least 
time. 

Unfortunately  a very  large 
proportion  of  retail  adver- 
tisements — and  by  no 

11  1 r Plate  No.  3. — A style  of  advertising  never  to  be  recommended,  as  expressions  like  this 

means  a small  numoer  OI  have  no  meaning  whatever.  Set  in  Taylor  Gothic.  Maltese  Cross  Border  No.  301. 


Once  Used  Always  Used  I 


COMMON  PHRASES 


587 


^,^CMieral  advcrtisc- 
m cuts  — contain 

I Everyl)oily  Buys  Here  I 

^ Sll  ing  everything  but 

practically  standing 

Plate  No.  4. — Such  an  expression  is  a lie  on  the  face  of  it,  because  if  everybody  bought  there,  there  for  nothing, 
would  not  be  need  of  saying  so.  Set  in  Antique  Condensed.  Maltese  Cross  Horder  No.  301.  d^hc  Or  1 I3eSt 

applied  to  an  article,  is  not  a good  advertising  expression,  because  every  advertiser 
claims  to  have  the  best,  and  the  statement  that  the  thing  is  best  is  not  capable  of  proof. 
Bombastic  expressions  like  “ Fire,  Smoke,  and  Water,”  “ Terrible  Slaughter,” 


iwei 


2A 


0) 


i 


k'vatl' 


s 


Plate  No.  5. — What  is  the  use  of  begging?  An  announcement  is  an  announcement  without  being  so  labeled.  Set  in  Howland  Open. 
36  Point  Elzevir  Border  No.  iii. 


“Prices  Smashed,”  “ Unparalleled  Bargains,”  “Unheard  of  Discount,”  and  “Profits 
Knocked  Out,”  if  they  mean  what  they  sa}',  prove  that  the  advertiser  is  a fool,  and 
does  business  for  the  fun  of  it;  and  if  nobody  believes  them, — and  practically  few 

do,  — what  is  the  good  of  using  them  anyway? 

The  expression  “ In  the  Market,”  generally  preceded 
by  the  names  of  one  or  more  articles,  is  one  of  the 
most  useless  lines  imaginable.  It  is  simpl}’  absurd  to 
say  “ Our  Lamps  Are  the  Most  Economical  in  the 
Market.”  People  care  nothing  about  the  lamps  that 
are  not  in  the  market,  and  the  expression  is  complete 
when  it  says,  “ Ours  Are  the  Most  Eco- 
nomical.” 

It  may  be  assumed  that  those  adver- 
tisers who  frequentl}'  say  “ Best  in  the 
World”  are  afraid  that  their  competitors 
in  some  other  world  will  steal  their  trade. 

These  expressions  mean  nothing,  and 
waste  space. 

The  sensational  advertiser  is  gradually  plate  No.  7. — Lines  like  “Try  One”  and  “Try  Us”  are 
1 • ,1  . • T1  1 1 i simply  space-wasters.  Set  in  Nubian.  24  Point  Collins  Border 

learning  that  incredible  and  extravagant  no.  189. 


Plate  No.  6. — An  almost/  worthless  head- 
line. Set  in  French  Clarendon  Shaded.  Single 
Rule  Border. 


588 


FOWLER’S  PUBLICITY 


expressions  do  not  bring  business j 
he  is  adopting  a more  honest  method 
of  advertising,  and  making  his  sen- 

Plate  No.  8. — An  expression  of  no  value.  Set  in  Old  Style  Bold.  SatioilS  by  Usillg  larger  SpaCe  and 
Single  Rule  Border.  , , 

very  much  larger  type. 

The  sensational  advertisement,  much  more  than  the  conservative  one,  needs  to  be 
backed  by  facts. 

Never  use  an  exaggerated,  or  incredible  expression,  and  always  attempt  to  find 


'Tt'a.lie  Otlxei* 


Plate  No.  9. — Too  old-fashioned  anyway,  and  of  no  use  in  advertising.  Set  in  Howland.  18  Point 
Collins  Border  No.  198. 


some  new  way  of  putting  it;  but  stick  to  the  simple  way,  even  if  it  be  the  old  way, 
rather  than  bring  into  the  advertisements  expressions  that  are  meaningless  and  only 
have  originality  for  an  excuse. 


Names 


Wliat’s  in  a name  ? ” 


HERE’S  much  in  a name. 

The  name  that  folks  can  remember  is  the  only  kind  of  name  a thing 


should  be  given. 

The  shorter  the  name  the  better  it  is. 

The  shorter  the  name  the  easier  it  is  to  remember. 


It  is  remarkable  that  so  few  advertisers  seem  to  realize  that  simplicity  in  title  is  of 
the  most  vital  importance. 

Three  quarters  of  all  the  articles  advertised  have  names  too  long,  too  complicated. 

Names  are  cheap,  and  one  can  have  almost  any  name  he  desires,  provided  it  does 
not  interfere  with  the  names  in  use. 

The  name  is  wholly  for  advertising  purposes,  and  to  give  the  article  identity. 

The  shorter  the  name  the  more  economical  it  is  to  advertise  the  article. 

Every  schoolboy  knows  that  six  letters  take  up  twice  as  much  room  as  three 
letters,  and  yet  more  than  one  half  of  the  advertisers  voluntarily  use  names  of  more 
than  a dozen  letters,  and  some  of  them  use  several  words  when  one  word  is 
sufficient. 

No  advertised  article  should  bear  more  than  one  title. 

Such  titles  as  “ Twentieth  Century  ” are  altogether  too  long  and  too  common,  and 
have  no  individuality  whatever. 

The  title  “Twentieth  Century,”  and  all  names  like  it,  stand  for  nothing,  and  there 
is  no  connection  between  the  adjective  and  the  noun,  for  the  adjective  can  be  made 
to  apply  to  any  article. 

It  is  always  advisable  to  use  an  adjective  which  can  be  made  to  stand  lor  the  goods, 
even  if  the  noun  is  not  always  mentioned. 

There  are  hundreds  of  names  which  stand  for  goods  and  which  never  can  be  sepa- 
rated from  them. 

Coined  words  are  to  be  recommended,  provided  the  coined  word  is  easy  to  pro- 
nounce and  as  easy  to  spell. 

Foreign  words  should  never  be  used  unless  they  can  have  a native  spelling  and  a 
native  pronunciation. 

A short  time  ago  there  appeared  in  the  street  cars  an  advertisement  of  a certain 
line  of  eatables,  named  “ Telekathoras.”  Let  the  reader  try  to  pronounce  that  word. 


590 


FOWLER’S  PUBLICITY 


Now  this  article  cannot  be  obtained  unless  the  name  is  pronounced,  and  not  one 
woman  in  a thousand  can  pronounce  it,  and  not  one  woman  in  ten  thousand  will  try 

to  pronounce  it. 

The  intelligent  woman  makes 
no  effort  to  pronounce  a word 
which  never  ought  to  have  ex- 
isted; the  ignorant  woman  is  un- 
willing to  admit  that  she  cannot 
pro  ounce  that  which  cannot  be 
easily  pronounced;  and  therefore 
nobody  calls  for  the  article,  be- 
cause nobody  dares  to  risk  trying  to  speak  the  name  of  it. 

One  of  the  best  toilet  articles  ever  manufactured,  and  one  which  every  one  should 
use,  has  a name  the  pronunciation  of  which  requires  training  in  a pronunciation 
school.  The  advertiser  is  a man  of  intelligence,  and  yet  he  expects  the  women  and 
the  men  to  especially  study  his  pronunciation  puzzle,  that  they  may  be  able  to  call  for 
the  article. 

The  names  now  in  existence  would  seem  to  indicate  that  they  were  created  to  suit 
the  tastes  of  the  members  of  the  shoddy  literary  clubs,  who  are  so  ignorant  as  not  to 
be  able  to  appreciate  that  which  they  can  understand. 

It  would  seem  that  economy  alone  would  suggest  the  shortest  name  possible. 

The  shorter  the  name  the  less  the  advertising  costs,  and  the  shorter  the  name  the 
mor-e  effective  will  the  advertising  be. 

A name  of  only  three  or  four  letters  and  of  one  syllable  can  be  made  to  stand  out  in 
the  strongest  relief,  while  a longer  name  and  a name  of  more  than  one  word  can 
never  be  as  easily  remembered,  and  requires  much  more  space  for  its  advertising. 

One  of  the  best  of  names  is  the  lirm  name,  if  the  firm  be  of  one  name. 

If  the  maker’s  name  is  “ Smith,”  let  that  which  he  makes  be  known  as  “ Smith’s.” 


'm 

\ 

'9 

llUo^L  V 1 vldlll 

1 

1 

Plate  No.  i. — A very  simple  name,  but  applicable  to  a great  variety  of  articles. 
Set  in  Typothetae.  6 Point  Lovell  Border  combined  with  Single  Rule. 


Plate  No.  2. — A conventional,  but  always  understood  name.  Set  in  Latin  .\ntique.  30  Point  Collins  Border  No.  192. 


If  the  maker  has  a long  firm  name,  then  use  the  name  of  the  first  member  in  the 
firm  for  the  name  of  the  article. 


NAMES 


591 


One  of  the  inexplieable  riddles  of  trade  is  that  whieh  suggests  to  the  nianufaeturer 
tluit  he  eall  the  artielc  he  makes  by  one  name,  and  liis  manufacturing  house  by 

another. 


T 

T 

w 

As 


Quick  Co(^ 


f 

T 

Vl/ 

/IS 

As 


Plate  No.  3. — A good  name  for  articles  of  easily  cooked  food. 
Virile.  12  Point  Laurel  Border. 


Set  in 


What  kind  of  business  logic  is  it 
that  suggests  that  the  “ White  ” bi- 
cycle be  made  by  the  “ Blaek  Alanu- 
facturing  Company  ” ? The  “ White  ” 
bicycle  should  be  made  by  the 
‘‘  White  Manufacturing  Company,” 
or  the  Black  Manufacturing  Com- 
pany should  make  the  ‘‘  Black  ” bi- 
cycle. No  matter  how  much  adver- 
tising is  done,  some  of  the  people  will  not  connect  the  Black  Manufacturing  Com- 
pany with  the  White  bicycle.  If  the  White  bicycle  is  made  by  the  White  Manu- 
facturing Company,  then  the  two  names  both  stand  for  the  White  bicycle,  and  the 
advertisement  has  gained  in  value. 

As  far  as  possible  the  firm  name  or  the  manufacturing  name,  and  the  name  of  the 
article,  should  be  substantially  alike. 

Intelligent  publishers,  who  ought  to  know  better,  frequently  give  one  name  to  their 
publication,  and  another  to  their  corporation. 

This  is  justifiable  when  the  corporation  bears  the  name  of  the  owners,  but  it  is 
absolutely  idiotic  to  publish  the  Journal  by  the  Press  Publishing  Company.  This 
arrangement  creates  confusion  everywhere.  The  advertiser  in  the  Journal  receives 
a bill  from  the  Press  Publishing  Company,  and  very  likely  lays  it  aside  instead  of 
paying  it  promptly,  that  he  may  more  conveniently  find  out  what  it  means. 

One  of  the  absurdities  of  modern  advertising  and  a most  inexplicable  lack  of 
economy  are  particularly  shown  in  the  naming  of  articles,  where  the  common 
tendency  seems  to  be  to  give  a name  which  cannot  be  pronounced  and  which  cannot 
be  easily  spelled.  The  name  of  the  article  should  first  be  short,  of  one  syllable,  a 
coined  word  if  possible,  which  can  be  quickly 
pronounced  and  spelled,  and  should  corre- 
spond with  the  firm  name  unless  the  firm 
name  makes  this  impossible. 

It  is  better  to  use  a common  name,  even  if 
many  others  are  using  it  for  difierent  articles, 
in  preference  to  a coined  word  which  the 
public  cannot  easily  grasp. 

The  illustrations  accompanying  this  depart- 
ment are  calculated  to  present  the  economy 
of  short  titles,  and  the  necessity  of  simplicity 
in  names.  The  custom  of  naming  the  store  by  some  specific  title  is  to  be  commended, 
but  when  the  store  is  given  a name,  that  name  should  be  prominently  advertised  and 


^ ^ ^ ^ 

Plate  No.  4.— A common,  but  always  acceptable  store 
name.  Set  in  Bradley.  Bird  Border  No.  267. 


Cbc  Star 


592 


FOWLER’S  PUBLICITY 


the  firm  name  should  become  inconspicuous.  The  store  should  either  be  known 
by  its  specific  name  almost  altogether,  or  it  should  be  known  by  the  firm  name,  but 
it  should  not  generally  be  known  by  both. 

The  “ Star  Clothing  Store  ” should  be  known  as  “ The  Star,”  and  there  should  be 
the  word  “ Star  ” or  a star  on  everything  sold,  on  the  outside  of  the  building,  and  in 
every  advertisement;  and  while  no  efi'ort  should  be  made  to  annihilate  the  name  of 
Smith,  Jones  & Company,  who  own  “ The  Star,”  the  firm  name  should  be  incon- 
spicvmus  and  the  name  of  the  store  should  be  prominent. 

Shortness  of  store  name  is  as  necessary  as  shortness  of  article  name. 

Some  merchants  prefer  to  have  their  store  known  as  “ The  Star  ” instead  of  “ Star 
Clothing  Company,”  but  there  is  an  advantage  to  both  methods. 

The  title  The  Star  ” is  good  because  it  is  short,  and  the  title  ‘‘  Star  Clothing 
Company”  has  the  advantage  of  the  word  “Clothing,”  which  tells  what  the  store  is, 
while  the  title  “ The  Star  ” may  refer  to  any  kind  of  store. 

It  is  suggested  that  merchants  in  smaller  places,  where  everybody  knows  what 
they  sell,  give  the  preference  to  a title  like  “ The  Star,”  and  that  owners  of  stores 

in  larger  places  add  the  name  of  the  business  to  the  title. 

Where  there  is  only  one  member  of  the  firm,  advertis- 
ing economy  and  effectiveness  suggest  that  the  store  be 
known  as  “ Blank’s  ” or  “ Smith’s  ” or  “ White’s.” 

Whenever  possible  let  the  store  name  stand  for  some- 
thing. The  title  “ Surety  Shoe  Store  ” is  euphonious, 
has  the  advantage  of  having  each  word  begin  with  the 
same  letter,  and  has  the  added  advantage  of  being  de- 
scriptive. 

It  is  sometimes  advisable,  when  the  advertiser’s  name 
permits,  to  be  known  under  a title  like  “Taylor  the  Tailor.” 

Such  titles  as  “ Little,  The  Big  Baker,”  are  suggested  whenever  conditions  permit. 

Any  title,  which  is  not  sensational,  does  not  outrage  good  taste,  and  has  the  advan- 
tages of  brevity,  euphony,  and  descriptive  force,  may  be  preferable  to  the  firm  name 
for  retail  advertising. 

Firms  with  very  long  firm  names  are  advised  to  consider  the  advisability  of  using 
a short  title,  which  will  save  them  adv^ertising  money  and  make  their  advertising  all 
the  more  prominent.  A long  firm  name  like  Bartholomew,  Wetherby  & McGinniss  is 
not  easily  remembered,  uses  up  good  advertising  space,  and  is  a name  worth  changing 
if  only  for  the  sake  of  not  finding  part  of  itself  folded  in  when  printed  on  wrapping  paper. 

Hard-to-pronounce  firm  names  should  always  be  changed  if  the  firm  proposes  to 
do  advertising. 

The  changing  of  the  firm  name  to  some  general  title  in  no  way  annihilates  the 
legality  of  the  copartnership  or  corporation  name,  for  that  can  remain  as  before,  and 
can  appear  on  all  bills,  and  even  in  the  advertisements,  provided  the  title  is  prominent 
and  the  firm  name  inconspicuous. 


I High-Art  | 

Crockery  I 


% 


Plate  No.  5. — A term  applicable  to 
about  everything.  Set  in  Howland. 
Combination  Dragon  Border  No.  27. 


Firm  Signs 


“ The  signs  of  the  times  ” 


Plate  No.  — Set  in  Ornamented  No.  46 — a bad  letter  for  the  purpose.  Single 
Rule  Border. 


HE  firm  sign  is  an  advertising  sign  because  it  advertises  the  location 
of  the  advertiser. 

The  firm  sign  is  usually  placed  across  the  building,  over  the  en- 
trance, and  is  supplemented  with  beside-the-door  signs,  window 
signs,  awning  signs,  and  every  conceivable  kind  of  sign. 

The  conservative  business  man  frequently  limits  the  firm  sign  to  the  usual  gold-on- 
black  signboard,  and  occasionally  uses  signs  beside  the  door  with  lettering  upon 

brass  or  other  metal. 

The  somewhat  sensational 
merchant  displays  from  one 
to  one  hundred  signs,  gener- 
ally all  of  different  character 
and  of  ffashy  appearance. 

By  far  the  richest  and  most 
effective  sign,  and  the  most  economical  in  the  long  run,  is  the  one  showing  gold 
lettering  upon  a rough  black  background,  with  a beveled  edge  usually  ornamented 
with  a strip  of  gold. 

This  kind  of  sign  is  seen  everywhere,  and  sometimes  lasts  as  long  as  the  store. 

It  is  always  in  good  taste,  and  its  conventionality  is  no  bar  to  its  universal  use. 

The  contrast  between  gold  and  rough  black  makes  the  sign  distinguishable  at  any 
angle,  although  the  glitter  of  the  gold  may  not  always  be  seen. 

This  sign  looks  well  until  the  lettering  is  almost  obliterated;  and  the  old  gold 
appearance  stands  for  stability. 

When  in  doubt,  this  class  of  sign  painting  had  better  be  chosen.  It  is  always 
acceptable  and  effective. 

Sometimes  the 

is  of  a light  or  dark  blue  or 
green,  — a justifiable  contrast. 

Imitation  gold  paint,  or 
common  bronze,  should  never 
be  used  for  this  class  of  sign  painting,  because  it  has  not  the  brilliancy,  the  depth,  or 
the  durability  of  gold,  and  is  more  expensive  in  the  end. 


background 


Plate  No.  2. — Set  in  Ronaldson  — a good,  clean,  distinct,  and  yet  artistic  letter. 
Single  Rule  Border. 


593 


594 


FOWLER’S  PUBLICITY 


Occasionally  one  sees  firm 
signs  painted  upon  the  usual 
signboard  with  black  or 
other  colored  letters  on 
white  or  other  light-colored 

„ • T,  . D XT  j , r • , c-  , background.  These  signs 

rLATE  No.  3. — bet  m roster  Roman  No.  i — a very  good  style  of  sign  letter.  Single  ^ ® 

Rule  Border.  distinct,  and  look  well 

if  often  renewed,  but  there  is  a certain  cheapness  about  them  that  does  not  justify 
their  universal  use.  The  difference  between  their  cost  and  that  of  gold  signs  is  not 
sufficient  to  suggest  the  advisability  of  their  use,  except  for  the  cheapest  grade  of 
stores,  or  transient  stores. 

The  somewhat  common  custom  of  naming  a store  by  some  color,  like  “ The  Blue 


Plate  No.  4. — Set  in  Old  Style  Bold — a fair  letter  for  signs.  Single  Rule  Border. 


Store,”  or  “ The  Red  Store,”  naturally  demands  that  the  signs  be  of  the  same  color, 
but  does  not  debar  the  rich  gold  signboard. 

Painting  the  firm  name  upon  the  woodwork  or  the  bricks  is  a cheap  method,  makes 
the  building  look  ungainly,  and  does  not  reflect  good  taste. 

The  metallic  sign  used  at  the  sides  of  doors,  and  made  of  brass  or  other  metal,  with 
lettering  in  gold,  black, 
or  other  color,  is  almost 
a necessity,  for  the  sign 
over  the  door  cannot 
easily  be  seen  from  the 
same  side  of  the  street, 
and  is  annoying  to  the  pedestrian  in  search  of  the  store.  If  rightly  placed,  the  sign 
at  the  side  of  the  door  can  be  seen  both  when  approaching  the  store  and  when 
opposite  it,  and  absolutely  marks  the  entrance. 

Canvas  signs  are  neither  durable  nor  dignified,  and  never  should  be  used  except 
for  clearance  or  bargain  sales.  Awning  signs  are  generally  necessary,  as  frequently 


Star  Store 


Boots  &,  Nlioes 

Plate  No.  5. — Set  in  Poster  Roman  No.  42 — a very  strong  sign  letter.  Single  Rule  Border. 


Plate  No.  6. — Set  in  Johnson  Old  Style — an  excellent  letter.  Single  Rule  Border. 


FIRM  SIGNS 


595 


the 


obstructs 


Plate  No.  8. — Set  in  Gothic  No.  6 — a good,  plain  letter.  Single  Rule  Border. 


the  view  of  the  regular 
firm  sign. 

Cilass  or  porcelain 
signs  are  better  adapted 
to  interior  advertising 
than  to  outside  use,  but 
the  glass  or  porcelain 
letter  easily  attracts  the 
eye  to  the  window,  and 
offers  one  of  the  most 

economical,  durable,  and  effective  wind^BRgns  possible.  The  richest  window  sign 
and  a good  sign  for  the  curtain  is  that  ^^naded  gold. 

Painting  or  fastening  letters  upon  windows  should  always  be  avoided  whenever  it 
is  necessary  to  use  the  window  for  exhibition  purposes,  for  the  lettering  must  inter- 
fere with  the  window  dis- 
play. 

There  is  no  necessity  for 
a window  sign  for  a store 
on  the  street  level,  window 
painting  are  better  adapted 
to  stores  and  offices  one  or  more  flights  above  the  street.  The  use  of  fancy  letters 
for  sign  painting  is  never  justiflable,  and  when  used  shows  a lack  of  judgment  on  the 
part  of  the  user.  The  firm  sign  is  simply  a mark  of  identification  that  aids  in  easily 

finding  the  store,  and  any  depar- 
ture from  the  rule  of  simplicity  is 
in  the  worst  taste  and  is  injurious 
to  the  business. 

Originality  in  sign  painting,  when 
it  becomes  over-artistic  and  illeg- 
ible, is  never  to  be  encouraged. 

The  firm  sign  must  give  the  name  of  the  firm  and  tell  what  the  firm  does,  although 
in  some  cases  it  is  not  necessary  to  have  the  sign  state  the  business;  when  the  firm 
sign  goes  beyond  these  two  requirements,  it  is  overloaded. 

The  use  of  illuminated  signs,  whether  the  store  be  open  at  night  or  not,  assists  in 
locating  the  store,  and 
can  be  used  by  all 
classes  of  retail  houses. 

The  illuminated  simi 
should  remain  perma- 
nentl}’  or  it  never 
should  be  put  up,  be- 


Plate  No.  9 
Border. 


-Set  in  Anglo  Saxon — a bad  letter  for  signs.  Single  Rule 


Smith  & Co. 


Plate  No.  io. — Set  in  Gothic  No.  6 — admirably  adapted  to  signs.  Single  Rule  Border. 


FOWLER’S  PUBLICITY 


596 


Plate  No.  ii. — Set  in  Howland — a letter 
of  great  effectiveness.  Single  Rule  Border. 


artistic,  and  has  all  the  necessary 
The  examples  of  sign  lettering  show 
advantages  of  the  lower  case  in  firm  sig 


cause  if  people  become  used  to  the  sign,  and  suddenly 
do  not  find  it,  they  may  think  the  firm  has  gone  out  of 
business. 

The  majority  of  firm  signs  are  painted  in  caps,  and 
small  caps.,  the  average  painter  seeming  to  think  that 
capital  letters  are  necessary  for  this  class  of  advertising. 

A few  progressive  houses  have  adopted  the  lower 
case  sllle  of  sign  painting,  and  this  reform  needs  en- 
for  lower  case  is  easier  to  read,  more 
tness  without  the  objectionable  boldness, 
is  department  attempt  to  illustrate  the 


Programs 

“ Guides  of  a night  ” 


HE  program  is  a regular,  legitimate  publication  and  cannot  be  reckoned 
in  the  same  class  with  free  lepers  and  given-away  articles. 

The  program  is  a reguk4|^aid-for  perquisite  included  in  the  price  of 
the  ticket,  and  it  therefore  has  a paid  circulation. 

Programs  distributed  upon  the  street  promiscuously  can  be  reckoned 
as  desultory  mediums,  and  must  not  be  considered  with  the  regular  programs  distrib- 
uted in  the  hall  of  entertainment. 

The  program  is  the  only  thing  read  in  the 
theater  or  entertainment  hall,  and  the  chances 
are  fair  that  nearly  all  of  the  advertisements, 
if  they  are  properly  displayed,  will  be  seen  by 
the  holders  of  the  programs.  Civilized  people  naturally  turn  to  entertainment,  and 
the  majority  of  them  who  can  afford  to  buy  a ticket  can  afford  to  buy  something  else. 

Nearly  all  program  readers  are  regular  bu3^ers. 

The  value  of  program  advertising  is  in  the  character  of  the  entertainment  it 
announces. 

Most  programs  are  adapted  to  the  advertising  of  everything  worn  b^'  women  and 
children  and  men,  to  the  announcement  of  every  article  of  luxury,  and  to  notices  of 


Our  IVIid=Night  Stew 


Plate  No.  i. — Set  in  Taylor  Gothic, 
paper  Border. 


Plate  No.  2. — Set  in  Howland.  18  Point  Collins  Border  No.  199. 


597 


598 


FOWLER’S  PUBLICITY 


All= Ready 
Restaurant 


Plate  No.  — Set  in  De  Vinne. 
Laurel  Border  No.  2. 


6 Point 


excursions,  railroads  and  other  transportation  com- 
panies, hotels,  restaurants,  and  dealers  in  every  sort 
of  eatable. 

While  the  program  is  especially  beneficial  to 
makers  and  sellers  of  expensive  goods,  and  articles 
of  unnecessary  consumption,  the  program  oficrs  a 
good  medium  for  furniture,  even  of  common  grade, 
and  for  ordinary  grades  of  almost  everything  used  and  worn  by  the  family,  and  espec- 
ially by  the  older  members  of  it.  Program  advertising  is  also  adapted  to  reaching 

unmarried  men  and  women, 
and  transient  population. 

The  program  advertise- 
ment should  be  substantially 
the  same  as  that  in  the  mag- 
azine or  good  newspaper. 

Illustrations  may  be  used 
whenever  they  can  do  the 
article  justice  or  will  assist 
in  bringing  the  eye  to  the 
advertisement. 

Small  type  should  always 
be  avoided,  as  there  is  often 
an  absence  of  good  reading 
light,  and  strong  headlines 
should  invariably  be  used. 

As  there  is  more  or  less 
sensation  about  every  entertainment,  there  is  no  objection  to  the  boldest  statements 
and  to  the  free  use  of  well-turned  adjectives.  As  comparatively  few  people 
return  to  an  entertainment,  it  is  not  nec- 
essary to  change  the  program  advertise- 
ment any  oftener  than  the  entertainment  is 
changed. 

Remember  that  a program  is  a sort  ol 
special  newspaper,  and  that  the  larger  the 
space  the  more  people  will  see  the  adver- 
tisement. 

The  accompanying  illustrations  present 
a few  forms  of  advertisements.  The  entire 
contents  of  the  book  apply  more  or  less  to 
this  class  of  publicity. 


I 

I 

'O 
O' 

I 

'O 

O' 
'O 

O' 

'O 

% 


Across  the  street 

Candy 

Cone’s  Candy  Conservatory 
is  just  opposite 


O' 

i 

O' 

'Z' 

'O 

O' 

I 

\ 

% 


Plate  No.  4. — A style  applicable  to  almost  any  business. 
6 Point  Lovell  Border  combined  with  Single  Rule. 


Set  in  Johnson  Old  Style. 


I Corset  I 
I Comfort  ^ 

Plate  No.  5. — Set  in  Konaldson.  iS  Point  Barta  Border  No.  241. 


Stereopticons 

“ In  the  light  of  publicity  ” 


"J'EREOPTICON  advertising  usually  consists  of  the  display  of  the  ad- 
vertiser’s announcement  upon  a canvas  screen  suspended  from  some 
conspicuous  building  in  the  main  thoroughfare. 

The  cost  of  maintaining  a stereopticon  outfit  is  small,  and  the  price 
of  advertising  low. 

This  method  of  advertising  is  considered  poor  by  some  advertisers,  while  others  can 
show  good  returns  from  it. 

The  continuous  use  of  the  stereopticon  as  an  advertising 
medium  indicates  that  it  offers  advertising  of  some  value. 

In  the  first  place,  see  to  it  that  the  stereopticon  sheet  is  dis- 
played in  a place  where  people  can  see  it  without  being 
obliged  to  turn  round  to  see  it,  and  also  in  a location  con- 
stantly filled  with  people. 

The  stereopticon  advertisement  must  be  extremely  brief, 
and  should  closely  follow  the  lines  proven  to  be  profitable  in 
signboard  and  street-car  advertising. 

An  illustration  can  be  used  if  it  does  not  interfere  with 
the  lettering,  and  will  properly  present  the  article  or  show  the 
use  of  it.  See  to  it  that  the  lettering  is  always  entirely  legible,  and  of  the  boldest 
outline.  Occasionally  have  a clerk  visit  the  place  where  the  advertising  is  shown, 
and  if  the  slides  show  scratches  or  dimness,  have  a new  set  painted. 

Do  not  have  the  design  or  lettering  come  too  near  to  the  outside  of  the  circle  of 
light,  because  a care- 


less operator,  by  not 
adjusting  the  slides 
properly,  may  only 
show  a part  of  the 
advertisement. 

The  better  class  of 
stereopticon  owners 
show  scenes  and  com- 
ical pictures  between 


Plate  No.  i. — A good  adver- 
tisement for  a restaurant.  Set  in 
Taylor  Gothic.  Single  Rule  Bor- 
der. 


!' 


Don't  Forget  to 
Order  Coal  to-morrow 


>>> a — 

TTv  ^ 


.<111  —nil  — — 1114- 


Plate  No.  2.- 
Border  No.  169. 


-Applicable  to  any  line  of  business.  Set  in  Jenson  Old  Style.  6 Point  Florentine 


599 


6oo 


FOWLER’S  PUBLICITY 


the  advertisements  and  oceasionally  attract  a crowd.  Stereopticon  advertising  is 
almost  exclusively  confined  to  goods  used  by  laboring  people  and  the  lower  grade 

of  clerks. 

It  is  obvious  that  the  better  class  of  buyers  will 
not  loaf  in  front  of  a stereopticon  show,  and  that 
^ those  who  see  the  advertisement  are  those  who 

happen  along  when  the  advertisement  is  displayed. 
MJXJLj  11. vl.  Stereopticon  advertising,  even  at  the  best,  is  not 

adapted  to  high-grade  goods  or  to  high-grade 
buyers,  nor  is  it  in  any  sense  indispensable  to  the 
advertiser. 

It  is  sometimes  profitable  to  the  sellers  of  cigars 
IXI  I f and  cheap  commodities,  and  for  the  announcing  of 

X excursions  and  entertainments. 


her 

A box  of  I 
s 


In 


making  an  advertising  contract  with  a stere- 


^ j opticon  owner,  examine  the  conditions  carefully, 

I and  see  to  it  that  they  are  followed.  Specify  that 

the  advertisement  shall  be  displayed  for  a certain 
number  of  seconds,  a certain  number  of  times  be- 
tween certain  hours  each  night,  and  occasionally 
send  a clerk  to  verify  the  performance  of  the 
contract. 

If  one  runs  an  oyster  house,  it  might  be  a good  plan  to  picture  a big-mouthed  man 
swallowing  his  oysters;  or  if  one  sells  produce,  he  might  show  a picture  of  a negro 
boy  devouring  one  of  his  watermelons. 

Refined  originality  in  stereopticon  advertising  is  decidedly  ineftective,  but  vulgarity 
is  positively  injurious. 


Plate  No.  3. — Set  in  Howland, 
lins  Border  No.  189. 


24  Point  Col- 


Out-of-Season  Publicity 

“ It  may  be  gone  but  it’s  coming  again  ” 


HE  argument  ot'  tliis  department  ma}'  be  in  opposition  to  current 
public  opinion,  and  the  majority  of  advertisers  may  be  opposed  to  it. 
The  writer  advances  it,  because  while  he  may  have  only  a minority 
back  of  him,  that  minority  is  composed  of  the  thinking,  able,  and  most 
successful  advertisers  and  business  men  of  the  world  who  persist  in 
out-of-season  advertising,  and  whose  experience  has  proven  that  out-of-season,  as 
well  as  in  season,  is  the  season  of  profitable  advertising. 

The  seasons  or  times  of  good  trading  appear  to  be  divided  into  the  Fall  season, 
the  Holiday  season,  and  the  Spring  season.  Business  men  universally  admit  that  the 
majority  of  them  do  less  business  during  the  Summer,  and  immediately  following 
the  rush  of  Holida}'  trade. 

It  must  be  admitted  that  a large  number  of  successful  retailers  as  well  as  general 
advertisers  have  succeeded  notwithstanding  that  they  have  withdrawn  or  reduced 
their  advertising  during  the  out-of-season  days. 

No  matter  how  profitable  out-of-season  advertising  may  be,  it  is  obvious  that  there 
are  a few  lines  of  goods  which  need  not  be  advertised  continuously. 

It  might  not  be  profitable  to  advertise  sleds  in  Jul}',  except  to  the  wholesale  trade, 
nor  would  the  retail  advertising  of  ice-cream  freezers  be  productive  of  much  trade 
during  the  coldest  months. 


There  is  no  sense  in  advertising  Summer  time-tables  in  Winter,  or  Christmas 
entertainments  in  July,  nor  would  it  pay  to  urge  the  wearer  of  overshoes  to  buy  them 
during  the  heated  term. 

These  are  exceptions,  but  the  exception  proves  the  affirmative  rule. 

During  the  buying  seasons  activity  is  not  confined  to  the  store,  but  develops  in  the 
household  and  reaches  everybody  in  business  and  out  of  business.  Folks  are  busy, 
are  attending  to  all  the  social  functions,  and  are  giving  attention  to  those  things 
which  do  not  naturally  present  themselves  during  the  days  of  rest  following  the 
Holiday  rush,  and  during  the  languid  days  of  Summer. 

People  may  be  indoors  more  during  the  Winter,  and  apparently  they  have  more 
opportunity  to  read,  but  the  general  activity  everywhere  takes  up  their  time,  and 
they  do  not  read  half  as  much  as  they  are  supposed  to. 

The  statement  made  by  some  advertisers  that  people  do  not  read  during  the 


6o2 


FOWLER’S  PUBLICITY 


Summer,  but  that  they  gi^'e  up  their  entire  time  to  diversion  and  reereation,  is  not 
founded  upon  experience. 

Observation  readily  shows  that  during  the  months  of  inactivity  there  is  as  much  or 
more  literature  consumed,  and  if  people  read  more,  they  must  read  more  advertise- 
ments. 

Men  let  down  the  bars  of  business  and  give  themselves  up  to  amusement  and  to 
reading. 

There  never  was  a man  or  woman  who  could  read  and  who  had  the  money  to  go 
to  the  country,  who  did  not  carry  to  the  Summer  cottage  or  to  the  Summer  hotel 
almost  as  large  a stock  of  reading  matter  as  of  clothes,  or  else  purchased  the  reading 
matter  after  arrival. 

The  scramble  for  daily  papers  and  magazines  in  the  reading  rooms  of  every  Sum- 
mer hotel,  and  the  crowd  always  around  every  Summer  news  stand,  teaches  a valuable 
kindergarten  lesson.  The  city  people  in  the  country  consider  the  arrival  of  the  mail 

the  one  great 
event  of  the  day, 
and  the  mail 
bags  almost 
burst  under  the 
burden  of  news- 
papers and  peri- 
odicals. 

The  s 

Mid-  Summer 
numbers  of  the 
great  publica- 
tions are  gotten 

Plate  No.  i. — Will  fit  about  any  advertisement.  Set  in  Johnson  Old  Style.  6 Point  Lovell  Border  com-  O U t W i t ll  aS 
bined  with  Single  Rule.  , 

much  care  as  is 

given  to  the  Christmas  numbers.  People  are  housed  during  the  Winter,  entertain 
one  another,  but  the  social  intercourse  is  formal  and  does  not  admit  of  a free  and 
easy  manner. 

During  the  Summer  everybody  comes  closer  to  everybody  else,  and  printed  matter 
is  exchanged,  read,  and  reread.  Everything  is  read,  from  the  jokes  in  the  almanac 
to  the  patent  insides  of  the  country  newspaper. 

It  is  frequently  too  hot  to  work,  but  it  is  never  too  hot  to  read. 

Under  beach  canopies,  umbrellas,  or  pines,  on  the  grass,  on  the  sand,  in  the  ham- 
mock, on  the  piazza,  in  the  cars,  on  the  boat,  on  the  lounge,  in  the  sitting  room, — 
anywhere  and  everywhere  men  and  women  are  resting  their  bodies,  and  keeping 
their  minds  alive  by  easy  reading. 

The  woman  or  man  who  would  not  read  an  advertisement  during  the  selling 
season,  if  there  be  such  individuals,  will  actually  enjoy  the  impossible  statements  ol 


Left-over 

Necessities 


OUT-OF-SEASON  PUJ5LICITY 


603 


a jiaU'nt  medicine  advertisement  in  the  Summer  il'  the}'  cannot  iind  anything  else  to 
read. 

'Tlie  tourist  for  a montli  or  a day  who  forgets  to  buy  sometliin<^  to  read  will  hunt 

through  the  inside  pockets  of  his 


vest  for  some  readable  scrap,  or 
will  (piietly  steal  the  laid-asidc 
papers  of  the  other  passengers. 

During  the  seasons  of  activity, 
one  seldom  secs  an  overworked 
and  worn-out  paper,  but  during  the 
hot  months  one  notices  everywhere 
papers  that  have  been  fairly  read 
out. 

Besides  the  natural  climatic 
reason  why  people  do  not  buy 
heavily  out-of-season,  there  is  an- 
other reason,  and  that  is  that  there 
is  but  little  effort  made  to  sell 


Too  mny 
On  Hand 


Plate  No.  2. — Applicable  to  anything.  Set  in  Howland.  Combination 
Dragon  Border  No.  27. 


goods ; 


and  where  only  a weak  effort  to  sell  is  made,  it  is  not  to  be  expected  that 
much  effort  will  be  made  to  buy. 

If  customers  came  to  the  store,  looked  around  and  purchased  what  they  wanted 
without  any  effort  to  get  them  there  and  no  effort  to  sell  them,  and  then  carried  the 
goods  away  with  them,  all  trade  shops  would  be  like  restaurants,  and  all  advertising  a 
simple  Bill  of  Fare. 

After  the  Holiday  rush  most  shopkeepers  pull  clown  the  blinds,  cover  up  the 
counters,  reduce  the  help,  and  go  into  their  usual  quiescent  state,  to  wake  up  when 
the  brisk  breezes  of  Spring  trade  fan  them  back  into  life;  then  they  do  the  same 
thing  in  Summer,  and  expect 
the  trade  they  do  not  seek  to 
come  to  them. 

Experience  has  proven  that 
the  sale  of  everything  except 
absolute  necessities  is  practi- 
cally made  from  one  to  six 
months  before  the  definite  order 
is  given. 

Things  are  bought  in  the 
mind  of  the  purchaser  long  be- 
lore  the  seller  has  a chance  to 
sell  them.  Is  there  a man  with  a wife  or  female  relative,  or  who  mingles  with  the 
people,  and  has  not  heard  over  and  over  again  the  talk  of  buying  something  which 
the  buyer  has  no  idea  of  buying  for  months  to  come.^ 


Last  Year’s 
Just=as=Goods’ 


Plate  No.  3. — An  original  form  of  common-sense  style.  Set  in  Taylor  Gothic. 
18  Point  Collins  Border  No.  200. 


604 


FOWLER’S  PUBLICITY 


The  average  woman  considers  everything  of  importance  that  she  buys  long  before 
she  buys  it. 

Few  men  buy  an  overcoat  or  a suit  of  clothes  until  they  have  considered  the 
matter  and  reconsidered  it. 

After  the  dull  season  comes  the  buying  season,  and  as  soon  as  the  buving  season  is 
over  and  there  is  general  inactivity  everywhere,  people  have  the  opportunity  of  think- 
ing about  that  which  they  want  by  and  by. 

Experience  demonstrates  that  all  large  purchases  are  thought  about  sometimes  sev- 
eral months  before  the  consummation  of  the  trade. 

Some  people  are  waiting  for  the  after-season  bargains,  and  many  of  them  will  pay 
full  price  during  bargain  days,  when  they  would  not  pay  half  price  during  selling 
days. 

After-season  advertising  reaches  the  bargain  hunter  and  the  procrastinator,  who 
always  will  wait  whether  it  pays  to  wait  or  not. 

Out-of-season  is  the  time  of  discount,  and  discounts  offer  opportunities  for  progres- 
sive advertising. 

The  man  who  has  the  boldness  to  be  an  extensive  advertiser  after  the  Ilolidays 
and  during  the  quiet  season  is  the  man  who  will  exchange  his  goods  for  money,  and 


Plate  Xo.  4. — Fitted  to  nearly  ever)-  line.  Set  in  Ronaldson.  30  Point  Contour  Border  Xo.  263. 


will  enlist  for  himself  permanent  customers  which  he  might  never  have  reached  dur- 
ing the  days  of  active  competition. 

As  the  majority  of  business  men  do  not  advertise  extensively  out  of  season,  the 
liberal  advertiser  stands  out  in  the  full  glare  of  the  light  of  progress. 

In  every  community  there  are  a few  progressive  advertisers  who,  while  pushing  for 
trade  at  all  times,  especially  reach  for  it  when  others  have  their  business  hands  behind 
their  backs. 

It  is  true  that  competitors  may  see  that  the  advertiser  is  abler  than  they  are,  and 
follow  his  after-season  advertising,  but  the  man  who  follows  is  always  behind  the 
leader,  and  the  copier  never  realizes  that  one  is  doing  a good  thing  until  the  originator 
has  had  an  opportunity  to  reap  the  flush  benefit. 

Folks  eat  in  Summer,  and  they  wear  clothes;  and  they  must  buy  wliat  they  eat  and 
what  they  wear,  and  they  will  buy  them  of  the  man  who  advertises  in  preference  to 
ijivine:  their  trade  to  the  man  who  does  not  seem  to  care  for  it. 

It  is  not  a mere  coincidence;  there  is  reason  for  it.  The  man  who  does  the  most 


OUT-OF-SK AwS( )N  P I H 5 L I C rr V 


605 


business  <lurin<r  the  season  of  aeti\'e  trade  is  the  man  who  advertises  the  most  durin<r 
the  days  of  inaetix  ity. 

At  the  deeline  of  tlie  selling  season,  people  begin  to  make  up  their  minds  about 
what  they  will  do  and  what  the}  will  hax'e. 

The  animal  in  Summer  prepares  for  Winter,  and  the  natural  reason  of  the  brute  is 
intensified  by  the  human  intelligcnee. 

I louses  are  built  during  the  warm  weather,  and  all  repairs  and  improvements  are 
made  at  that  time. 

The  past  Winter  is  not  so  far  backward,  and  the  coming  Winter  is  not  so  far  for- 
ward that  anybody  can  forget,  even  when  the  sun  is  directly  overhead,  the  cold  weather 
wants  and  necessities. 

The  general  advertiser  who  formerly  limited  his  advertising  to  the  season,  and  one 
month  preceding  it,  now  advertises  all  the  year  around,  assuming  that  the  advertising 
before  the  sale  has  about  as  much  to  do  with  the  sale  as  has  the  advertising  at  the 
time  of  the  sale. 

Investigation  shows  that  a part  of  the  goods  purchased  between  the  first  of  Sep- 
tember and  the  first  of  January,  excepting  holiday  goods,  were  bought  in  the  mind 
of  the  purchaser  during  July  and  August,  although  the  purchaser  may  have  been  un- 
aware of  the  fact. 

Out-of-season  advertising  is  necessary  and  is  extremely  profitable,  because  it 
reaches  the  people  when  they  are  in  a receptive  mood  and  have  the  time  to  read  the 
arguments  of  publicity. 

Out-of-season  advertising  is  educational,  and  it  reaches  the  people  when  they  are 
willing  to  be  educated. 

Out-of-season  advertising  is  suggestive,  and  if  rightly  directed  will  start  the  line  of 
thought  in  the  mind  of  the  purchaser,  and  prepare  him  to  do  business. 

Out-of-season  advertising  is  not  speculative;  it  is  an  investment;  and  if  rightly 
directed  is  sure  to  bring  good  results. 

Another  department  considers  “ Dull  Time  ” publicity.  It  may  appear  that  this 
department  and  the  other  treat  of  the  same  subject;  but  while  they  are  similar,  there 
is  a sufficient  difference  between  them  to  suggest  separate  consideration.  The  argu- 
ments of  both  must  of  necessity  be  alike,  but  the  writer  must  not  therefore  be  accused 
of  repetition,  for  it  would  be  foolish  to  attempt  too  many  new  arguments  when  the 
older  arguments  are  more  conclusive. 

The  accompanying  illustrations  present  some  out-of-season  forms.  Practically  all 
of  the  examples  in  this  book  apply  to  this  class  of  advertising. 


Street  Cars 


“ Always  in  front  of  you  ” 


TREET  cars  are  everywhere. 

There  is  hardly  a town  of  any  size  without  from  one  to  a dozen  street 
car  lines. 

The  horse  car  is  becoming  obsolete,  and  the  introduction  of  the 
trolley  and  the  cable  is  placing  crisscross  girdles  around  the  earth. 

Between  the  stores,  between  the  lines  of  houses,  over  the  brooks  and  rivers,  under 
the  trees,  across  the  prairies,  by  the  marts  of  trade,  in  among  the  farms,  through  popu- 
lated districts  and  along  the  side  of  the  wilderness,  — everywhere  are  street  convev- 
ances  for  the  accommodation  of  short-ride  passengers  or  for  long-distance  travelers. 

Time  was  when  a newspaper  office  was  the  first  building  built  in  a new  town,  but 
to-day  the  street  car  line  precedes  the  habitation. 

In  ten  years  from  now  one  can  travel  across  the  continent  by  trolley,  and  the  entire 
surface  of  the  earth  will  be  a checkerboard  of  railroad  tracks. 

These  lines  pay,  and  are  crowded  half  of  the  time.  Everybody  patronizes  them, 
for  on  their  seats  and  hanging  to  their  straps  are  alike  the  gloved  and  dainty  hand, 
the  brown  and  wrinkled  fist.” 

Neighborhood  calls  are  made  by  trolley;  indeed,  street  car  conveyances  of  every 
kind  carry  ninety-nine  per  cent,  of  the  city  business  men  between  home  and  office, 
and  all  the  women  shopping;  and  even  in  the  country  towns  folks  of  one  place  con- 
stantl}^  visit  friends  of  another. 

The  trolley  is  making  this  world  smaller  by  making  of  its  people  an  everlastingly 
traveling  crowd. 

The  sign  on  the  fence  or  along  the  track  may  or  may  not  be  seen,  for  the  passer-by 
is  not  obliged  to  read  it,  but  street  car  riders  could  not  read  the  signs  more  if  not 
reading  them  were  a capital  crime. 

In  the  same  car  are  carried  the  signs  and  the  riders;  the  sign  stares  one  in  the  face, 
and  its  substance  is  literally  photographed  on  the  mind. 

The  buyers  of  every  town  and  of  every  city  are  habitual  riders  in  street  cars. 

If  everybody  believed  in  sti'eet  car  advertising,  there  would  be  more  street  car 
advertising  wanted  than  there  is  street  car  space. 

The  reason  that  all  advertisers  do  not  believe  in  street  car  advertising  is  because 
there  is  nothing,  no  matter  how  good,  acceptable  to  everybody. 

606 


1 


STRliET  CARS  607 

The  street  ear  eard  is  oblij^ed  to  have  a preferred 
position,  lor  there  are  no  otlier  positions. 

In  all  the  large  eities,  and  in  some  of  the  towns, 
every  business  man,  and  every  woman  who  works  for 
a living,  spend  more  time  riding  and  sitting  opp(;site  a 
street  ear  sign  than  is  enjoyed  in  the  home  eirele. 

INIany  a man  and  woman  ride  from  two  to  three  hours 
a day. 

It  may  be  said  that  travelers  in  street  cars  do  not  read 
the  signs  thoroughly  because  they  are  engaged  in  con- 
versation, reading,  or  because  they  are  enjoying  the 
scenery  along  the  line.  Comparatively  few  users  of  street  cars  enter  into  conversa- 
tion, and  comparatively  few  people  meet  friends  en  ro7ite. 

Street  cars  may  run  according  to  time-table,  but  nobody  knows  the  running  time, 
and  few  take  any  par- 
ticular car  continually. 

Street  car  travelers 
get  on  the  first  car  that 
comes. 

Between  the  towns 
the  scenery  may  be  de- 
lightful, but  constant 
riders  in  street  cars 
have  seen  the  same 
thing  so  often  that  they 
pay  no  attention  to 
sights  along  the  route; 
nobody  can  ride  six 
consecutive  times  upon 
an  elevated  railroad  or 
city  street  car  and  care 
whether  the  convey- 
ance is  on  top  of  the 
houses  or  underneath 
the  face  of  the  earth, 
as  long  as  light  and  air 
are  not  interfered  with. 

The  disbeliever  in 
street  car  advertising 
furnishes  what  he  con- 
siders a clinching  ar- 
gument against  this 


No.  2. — Matter  in  Plate  No.  i rearranged.  The  line  “ The  Modern  Cleaner  ” is  too  good 
be  conspicuous.  Set  in  Howland.  i8  Point  Laurel  Border  No.  2. 


“ It 
cleans 
Glass, 

Paint, 

Metals, 
etc., 
to  our 
greatest 

satisfac-  jjie  Modern  Cleaner 
tion.” 


Plate  No.  i. — A good  advertisement, 
but  can  be  improved  upon.  Single  Rule 
Border. 


6o8 


FOWLER’S  PUBLICITY 


method  of  publicity  In  his  claim  that  street  car  riders  are  absorbed  in  the  reading  of 
daily  papers  and  paper-covered  novels. 

Half  of  the  men  read  papers  on  the  street  cars,  and  one  tenth  of  the  women  may 
read  something;  but  between  the  turning  of  the  pages  there  is  an  opportunity  to  read 
the  advertisements,  and  the  opportunity  is  involuntarily  improved  because  no  one 
but  a blind  man  can  help  seeing  the  cards. 

Many  a rider  tired  of  his  paper,  and  because  he  has  seen  the  landscape  and  city 
views  so  often  that  he  knows  every  rock  and  fence  and  tree  and  back  door  and  front 
door  along  the  line  of  his  daily  pilgrimage,  faces  with  a sigh  of  relief  the  fresh  adver- 
tisements posted  for  him  to  read. 

Street  car  signs  cannot  be  classed  with  free  advertising  mediums,  for  although  the 
reader  pays  nothing  for  the  privilege  of  reading  them,  they  are  so  constantly  before 
him  when  he  is  in  a frame  of  mind  to  absorb  them,  that  they  must  rank  with  the 


The  price  has  nothing  to 
do  with  the  fit  of  the  corset 
Dr.  Warren’s  corsets  are  fit- 
ted to  living  models 


Plate  No.  3.— A good  form  of  “ reading”  card.  Set  in  Johnson  Old  Style.  6 Point  Lovell  Border  combined  with  Single  Rule. 


highest  class  of  bought  and  paid-for  advertising.  The  greatest  advertisers  of  the 
world,  and  the  men  who  arc  successful  and  always  have  been,  are  regular  and  con- 
tinuous advertisers  in  street  cars. 

Comparatively  few  indifferent  advertisers  use  this  method,  the  street  car  advertisers 
being  found  almost  without  exception  among  the  most  successful  advertisers. 

With  this  weight  of  argument  in  favor  of  street  car  advertising,  no  amount  of 
croaking  by  the  chronic  croaker,  fortified  only  by  individual  opinion,  can  lower  the 
grade  of  street  car  advertising. 

Street  car  advertising  includes  horse  cars,  electric  cars,  cable  cars,  elevated 
cars,  and  every  class  of  conve3’ance  other  than  the  regular  long-distance  railroads. 
Suburban  trains  can  be  considered,  so  far  as  advertising  is  concerned,  as  street  cars. 

Advertising  space  on  elevated  railroad  platforms  and  depots,  and  upon  the  depots 
of  surface  roads,  if  displayed  in  conspicuous  places,  must  be  considered  substantially 


STREET  CARS 


609 


the  same  as  advertising  in  the  cars,  the  preference  being  given  to  car  advertising  be- 
cause the  advertisement  has  a better  opportunity  to  make  an  impression,  while  the  ad- 
vertisement on  the 
platform,  although 
seen  by  those 


& 

& 

&■ 

&■ 


Look  at  the  Crook 


'3' 

<? 

<S 

<S 


waiting. 


gets 


but 


a passing  glance 


as 


the 


Plate  No.  4. — Catch-lines  like  this  are  excellent. 
Border  No.  256. 


Set  in  Ronaldson  Title  Slope.  8 Point  Contour 


passenger 
by  or 
walking  by. 


is 


riding 


Signs  on  the  front  of  the  station  next  to  the  cars  are  much  more  valuable  than  those 
located  further  from  the  passenger’s  eye,  because  they  are  seen  by  more  people. 
Everybody  instinctively  looks  out  of  the  window  as  the  train  draws  near  a station,  to 
learn  what  station  it  is  and  whether  or  not  to  ^et  out. 

O 

Signs  not  opposite  the  trains  are  seen  only  by  those  particular  people  who  use  that 
station,  while  signs  opposite  the  trains  are  seen  by  the  frequenters  of  the  station  and 
by  the  passengers  who  pass  it. 

As  practically  all  of  the  people  who  see  the  station  ride  on  the  cars,  the  sign  inside 
of  the  car  reaches  everybody,  while  the  sign  outside  of  the  car  reaches  only  a part. 

The  objection  to  the  depot  sign  is  largely  counteracted  by  the  fact  that  from  two 
to  ten  times  as  much  space  can  be  used  on  the  station  than  is  permitted  inside  the 
car,  and  the  quantity  very  largely  makes  up  for  the  quality. 

Both  are  good,  and  both  should  be  used  by  the  same  advertiser. 

Street  car  advertising  is  alike  valuable  to  the  general  and  local  advertiser.  Both 
derive  substantially  an  equal  benefit  from  it,  and  both  use  it  extensively. 

Any  advertiser  in  a magazine  or  great  daily  paper  or  other  general  publication  will 
find  it  advisable  to  seriously  consider  using  all  or  a part  of  the  street  cars,  and  there 
can  be,  with  the 
exception  of  the 
local  paper,  no 
medium  so  bene- 
ficial to  the  local 
advertiser. 

More  than  one 
half  of  all  street 
car  advertisements 
tell  too  long  a 
story. 

There  is  no  class 
of  advertising: 

which  demands  such  extreme  brevity.  Street  car  advertising  allows  the  general  and 
local  advertiser  practically  the  same  opportunity  for  change  as  does  the  newspaper, 


6io 


FOWLER’S  PUBLICITY 


Babbs 


It  gives  vim  and  bounce 

IT  BRACES 

All  Druggists 


Plate  No.  6. — Reproduction  of  a recent  street-car  card.  It  is  to 
be  hoped  that  it  continues  to  “ brace  all  druggists  ” to  the  exclusion 
of  the  rest  of  the  world.  Set  in  Johnson  Old  Style.  Single  Rule 
Border. 


and  there  is  no  excuse  for  stale  or  dull  advertising  of  this  class.  Illustrations  can 
be  used  to  advantage,  but  no  attempt  to  illustrate  an  article  which  cannot  be  well 

illustrated  should  be  made,  and  no  illus- 
tration which  cannot  be  seen  and  under- 
stood should  ever  be  printed. 

Some  advertisers  prefer  to  use  a trade- 
mark picture  or  some  drawing  of  ex- 
tremely artistic  or  very  striking  appear- 
ance as  an  eye-catcher. 

There  is  no  objection  to  this  if  the 
illustration  accomplishes  its  purpose. 

While  trade-mark  or  other  distinguish- 
ing illustration  has  its  advantage,  the 
question  may  well  arise  whether  any  sort 
of  staleness  is  equal  to  bright  freshness. 

The  typographical  appearance  of  a 
street  car  advertisement  is  as  essential  as 
the  wording  on  the  card.  There  is  little  excuse  for  fancy  type  in  any  class  of  adver- 
tising, but  there  is  no  excuse  whatever  for  this  style  of  type  in  street  car  advertising. 

Headings  are  generally  advisable,  but  not  necessary  if  the  descriptive  type  is  of 
very  large  size. 

Street  car  advertising  lines  should  be  euphonious,  and  should  have  a certain 
“ swing  and  go”  to  them  to  make  them  readily  readable  and  easy  to  remember. 

The  introduc- 
tion of  striking 
phrases  and  well- 
turned,  short  sen- 
tences is  to  be  en- 
thusiastically en- 
couraged. 

The  use  of  small 
type,  or  of  type 
that  cannot  be  read 
at  least  twenty 
feet  away,  and  the 
use  of  any  ink 
which  cannot  be 
read  with  the  sun 
sh  ining  on  it,  or  at 
an  angle,  are  to  be 

avoided.  Under  no  circumstances  should  gold  or  silver  be  used  on  white,  and  it  is 
better  not  to  use  them  at  all. 


The  Man  Opposite 

has  on  one  of  our  SI  6 suits. 
Doesn’t  he  look  stylish? 


Plate  No.  7. — A form  that  must  be  used  with  discretion. 
Elzevir  Border  No.  in. 


Set  in  Gothic  Condensed  No.  1 1 


•t6  Point 


STRKiri'  CARS 


6i  I 


Plate  No.  8. — What’s  the  good  of  telling  what  it  won’t  do?  Set  in  Howland. 
Barta  Original  Border  No.  47. 


Stroiii?:  lithography  showing  a combination  of  distinct  colors,  or  with  lighter  colors 
throwing  the  strong  colors  into  better  relief,  is  to  be  recommended  for  street  car 

advertising. 

The  street  car  card  can  be  ar- 
tistic, pro^’idcd  it  is  distinct.  It 
can  be  in  all  the  eolors  of  the 
rainbow  if  the  wording  is  easily 
read. 

The  best  street  ear  eard  and  the 
one  whieh  does  the  most  good  is 
that  which  contains  but  a single 
sentenee  printed  in  blaek  upon  a 
white  background,  and  embellished  with  a red  or  other  colored  border,  or  decorated 
with  soft  lithographic  colors  which  give  the  card  a striking  as  well  as  a readable 
appearance. 

No  attempt  should  be  made  to  show  a mechanical  picture  on  a street  car  sign, 
and  no  technically  correct  picture  should  be  attempted  unless  the  points  can  be 
brought  out  in  the  coarsest  lines. 

It  is  better  to  have  the  embellishments  of  the  card  in  several  colors  and  the  type 
lines  in  the  plainest  of  heavy  Roman. 

Do  not  print  a part  of  the  word  in  one  color  and  the  balance  in  another,  and  do  not 
begin  the  card  with  an  initial  letter,  and  do  not  run  the  reading  matter  into  the  illus- 
tration unless  the  illustration  is  entirely  for  decorative  purposes  and  very  lightly 
printed. 

Do  not  be  funny  in  street  car  advertising  unless  six  independent  and  unbiased 
judges  of  humor  as- 
sure one  that  he  is 
really  witty. 

The  tired  business 
man  and  the  fretful 
shopper  do  not  feel 
well  disposed  to- 
wards the  advertiser 
who  brings  on  an 
attack  of  that  tired 
feeling  by  his  un- 
warranted insolence 
in  placing  before  the 
public,  where  the 
public  has  no  chance 
to  escape,  the  humor 
unless  the  rhyme  rhy 


k 

/(> 

/ft 

<0 

/ft 

/ft 

/ft 

/ft 

/ft 

/ft 

/ft 

^ft 

/ft 

/ft 

/ft 

<ft 

/ft 

/ft 

/ft 

<«< 

/ft 

/ft 

/ft 

/ft 

/|> 


The  reason  why  we 
sell  our  $6  Shoes  for 
$4  is  our  business.  It 
is  your  business  to  get 
a $6  shoe  for  $4. 


\)/ 

\»/ 

\»/ 

«/ 

# 

\(/ 

\(/ 

\t/ 

vO 

Nl/ 

\t/ 

\(/ 

\t/ 

\t/ 

\f/ 

\t/ 

\l/ 

\t/ 

\t/ 

\»/ 

vl/ 


Plate  No.  g. — .Another  good  form  of  “reading”  card.  Set  in  Gothic  No.  6.  6 Point  Laurel  Border. 

which  ought  to  be  punishable  by  law.  Do  not  use  rhyme 
mes,  and  the  meter  is  all  right;  poetry  must  not  only  appear 


6i2 


FOWLER’S  PUBLICITY 


like  poetiy,  it  must  be  businesslike  as  well.  A good  jingle  with  sense  back  of 
it  is  a good  form  of  street  car  advertising,  but  unless  one  is  sure  that  his  jingle  will 
jingle  and  the  reader  will  jingle  it  for  him  he  had  better  stick  to  prose,  for  in  prose  is 
safety. 

Street  car  advertising  is  one  of  the  best  methods  for  the  wholesaler  to  use  for  the 
joint  benefit  of  himself  and  the  retailer. 

There  is  no  objection  to  stating  on  the  street  car  card  that  the  car  passes  the  door, 
for  that  is  information,  but  there  is  no  necessity  of  telling  the  reader  to  stop  when  he 
gets  there,  because  if  the  passenger  wants  to  gets  out  he  will  either  ask  the  conductor 
to  stop  or  will  tumble  ofif  the  car. 

Remember  that  street  car  advertising  space  is  limited,  and  that  there  is  no  room 
for  superfluous  words. 

If  one  has  a long  story  to  tell,  he  simply  cannot  tell  it  in  his  street  car  advertising, 
and  the  only  thing  he  can  do  is  to  let  the  cards  tell  enough  of  the  story  to  make  the 
reader  want  to  know  the  rest  of  it,  or  else  he  can  tell  the  story  in  chapters  j but  as 
the  public  is  very  forgetful  it  is  best  not  to  continue  anything  in  the  next,  but  to 
have  each  card  complete  in  itself. 


Good  and  Bad  Barkers 


“ Much  ado  about  something  ” 


I IE  father  of  all  advertisers  was  the  original  barker.  The  tongue  was 
made  before  type,  and  the  first  advertisement  was  vocal.  The  bark- 
ing advertiser  of  prehistoric  ages  barked  because  that  was  all  he  could 
do,  and  the  modern  barker  barks  because  the  man  who  hires  him 
thinks  that  wind  is  cheaper  than  paper  and  ink. 

Barking  advertising  is  neither  dignified  nor  can  it  be  reckoned  as  really  legitimate. 
It  ranks  as  the  lowest  grade  of  publicity,  but  as  long  as  it  is  persisted  in,  and  is  some- 
times profitable,  it  must  be  considered  as  advertising. 

Managers  of  side  shows,  cheap  circuses,  questionable  auctions,  bankrupt  sales, 
street  stands,  and  others  doing  a local  and  transient  business,  or  traveling  from  town  to 
town,  employ  the  barker  for  the  drawing  of  a crowd,  and  for  soliciting  trade. 

Nearly  one  hundred  out  of  every  one  hundred  barkers  are  dissipated  and  ignorant 
men  who  are  in  disposition  and  in  ability  much  more  transient  than  the  concern  that 
hires  them.  In  speaking  against  the  barker  the  writer  has  no  intention  to  depreciate 
the  value  of  the  owner  of  a permanent  stand  who  solicits  trade  with  his  voice. 

The  professional  barker  generally  commits  his  story  to  memory,  and  either  writes 
it  himself  or  frames  it  from  the  points  given  him  by  his  employer. 

It  is  suggested  that  the  speech  delivered  by  the  barker  be  written  by  some  one  who 
knows  how  to  write,  for  it  is  as  easy  to  deliver  a well-written  harangue  as  one  which 
is  ungrammatical  and  disjointed.  In  every  community  there  are  underpaid  news- 
paper men,  who  for  a few  dollars,  will  gladly  write  a bright  speech  which  will  do 
much  to  raise  the  dignity  of  barking  advertising.  Give  the  newspaperman  the  points, 
tell  him  what  should  be  brought  out  prominently,  and  be  particvdar  to  impress  upon 
him  that  a speaking  piece  and  not  a reading  one  is  wanted. 

It  should  be  borne  in  mind  that  the  barker’s  address  should  have  climaxes  and 
rounded  lines  which  will  admit  of  ringing  delivery.  Many  an  ignorant  barker  is  a 
natural  speaker,  and  if  good  words  are  put  into  his  mouth,  he  will  impress  and  amuse 
his  hearers.  Dignity  is  entirely  nonessential  in  barking  advertising;  but  wit  and 
satire  and  exaggerated  expressions  and  gestures,  and  indeed  practically  every  trick 
used  by  the  stump  speaker,  should  be  woven  into  the  barker’s  address. 

The  barker  should  never  descend  to  vulgarit}',  for  even  those  who  will  laugh  at  it 
will  despise  the  barker  and  think  less  of  the  show  or  business  he  represents. 

613 


Fifty  Lessons 

“ Look  liere  upon  this  picture,  then  on  this  ” 


I IE  exhaustive  attention  given  to  every  part  of  business  except  that  of 
advertising  allows  little  time  for  the  construction  and  display  of  pub- 
licity matter. 

As  long  as  men  continue  to  recognize  the  four  points  of  trade  four 
times  as  much  as  they  do  the  one  point  of  trade,  advertising  qualit}' 
will  remain  at  the  bottom  of  the  five-round  ladder  of  business. 

However  much  it  be  may  wished  for,  and  however  great  may  be  the  necessity  of 
it,  men  have  not  given  that  care  to  advertising  that  they  always  have  given  to  the 
manas’ement  of  the  inside  of  business. 

c? 


The  reason  for  this  neglect  of  advertising  is  because  few  men  understand  it  and 
fewer  men  think  for  themselves  enough  to  harmonize  and  properly  distribute  neces- 
sary business  attention. 

The  examples  presenting  the  usual  unprofitable  st3’le  of  writing  and  display  were 
selected  from  the  advertising  columns  of  regular  publications,  and  with  fictitious 
names  and  addresses  are  reproduced  here  from  exact  photographs  of  the  originals, 
with  the  bad  type  and  bad  printing,  without  au}^  attempt  at  embellishment. 

The  re-written  and  re-set  illustrations  of  these  advertisements  represent  what  might 
be  considered  efiective  styles  of  writing,  and  a good  typographical  appearance, 
without  any  attempt  at  fine  writing  or  great  originality. 

It  is  obvious  that  these  alleged  better  specimens  of  advertising  present  what  the 
writer  thinks  efiective,  and  it  is  fair  to  assume  that  others  more  competent  than  he 
may  difi'er  with  him  as  to  what  constitutes  a better  advertising  form,  and  may  con- 
sider some  of  the  original  examples  better  than  the  revised  ones. 

In  preparing  these  reorganized  specimens,  great  care  has  been  taken  to  avoid  any 
styde  or  method  not  universall}'  acceptable  to  successful  advertisers.  The  reader, 
in  adapting  these  ideas  to  his  own  use,  need  have  no  fear  of  falling  into  unprofitable 
styles  of  uniqueness  and  made-to-measure  originality'. 

Many  of  the  other  departments  of  the  book  follow  the  form  and  character  of  this 
department.  The  reader  must  not  consider  that  these  so-called  “ Eifty  Eessons  ” 
are  the  only  ones  of  alleged  usefulness  in  the  book. 

On  page  634  appears  descriptive  and  explanatory  text  of  the  specimens  of  good  and 
bad  advertising.  Names  and  addresses  arc  occasionally  omitted  to  save  space. 


FIFTY  LESSONS 


6i 


SMITH  & WHITE’S 
...TOURS... 

ALL  TRAVELLING  EXPENSES  INCLUDED. 

SPECIAL  TOUR 

THROUGH  EUROPE  AND  THE 

Mediterranean  « Countries 

Including  Northern  Africa,  Italy,  Austria, 
lluiij^ary,  frcnnany,  Suitzcrlaiul,  Ih^luriuin, 
^'ranciNaiiil  Kn;;lan<l.  First  class  accommodntiOns 
invariably,  ntui  liberal  allowance  of  time  in  all  places 
^visited.  Other  tours  at  frequent  intervals.  Tours  by 
^special  vestibu^ed  trains  to  California,  Mexico, 
Florida, also  toursto  Jamaica,  Houndthc  World, etc. 

Railroad  and  .Steamship  Tickets  at  lowest 
rates  to  all  points« 

Plate  No.  i. 


THE  . USEFULNESS 

AND  . BEAUTY ^ OF-.  THE  . DESK  . OR 
WRITING-TABLE.  MAY  . BE  . GREAT- 
LY . ENHANCED  . BY  . ONE  . OR  . MORE 
OF  . THE  . PREFTY  . AND  . ESSEN- 
TIALLY . PRACTICAL  . ACCESSORIES 
MADE  . IN  . STERLING  SILVER  . OF 
VARIOUS.  PATTERNS.  AND  . FINISHES 
AND 

Plate  No.  3. 


Mediterriineiin 


And  through  Northern  Africa,  Italy, 
Austria,  Hungary, Gernnany, Switzer- 
land, Belgium,  France,  and  England. 
A trip  of  perpetual  and  comfortable 
delight.  All  traveling  expense  in- 
cluded and  no  extras.  Drop  postal 
for  book  about  it.  Smith  & White. 


Plate  No.  2. 


I Pretty  Desk  fixin’s  | 

j Little  things  of  con-  j 
I ventence  and  of  artistic  ) 
I beauty— all  of  sterling  sil- 1 
I ver  in  patterns  of  %von-  I 
harmony^  j 

Plate  No.  4. 


JOHN  SMITH  ARMS  CO. 

Importers  of  and  Dealers  in 

GUNS,  RIFLES,  PISTOLS, 

BICYCLES, 

Gun  Materials,  Ammunition 

AND 

FISHING  TACKLE. 

Plate  No.  5. 


Guns 

The  John  Smith  Arms  Co. 


Plate  No.  6. 


Ol 


6i6 


FOWLER’S  PUBLICITY 


Pleasing 

Spectacle 

Wagner’s  display  of  Christmas 
Meats  and  Poultry  in  the  new 

...Sheriff  Street  Market 


Is  the  handsomest  ever  seen, 
and  the  Prices  are  Right. 

Plate  No.  7. 


Plate  No.  S. 


IVhais  in  a Name? 

A great  deal.  Past  reputation — 
Future  possibility.  You  know 
them  both  when  you  hear  the  name 

“BOGEE” 

Plate  No.  ii. 


1 ADIES’ and  GENTLEMEN’S  OCn 

Engraved  Calling  Cards,  100  for 

Plate  No.  9. 


Engraved  Calling  Cards 

100  for  35  cents. 


Plate  No.  10. 


COAL  SAVER 


A HOME 
WARMER 


TIME  SAVER  : ^ 


The  Bocee 

High-Grade  Furnace. 


SMITH  BROS. 


Plate  No.  12. 


FIFTY  LESSONS 


617 


Buns  Two  Solid  Ve^tibuled  Trains  Daily 


^between  Chicago  and  St.  Louis. 


Free  Reclining  Chair  Cars,  Pullman  Buffet  Parlor 
Cars.  Pullman  Buffet  Open  and  Compartment  Sleei> 
ing  Cars.  See  that  your  ticket  between  Chicago  and 
8t.  Loui9  Reads  via  Illinois  Middle  Railroad 


Plate  No.  13. 


SMITHS’  good  sense 

'W'.wii  I CORSET  WAIST. 

For  Ladles,  Misses  and  Children.  Beauty  and  health 
combined.  Sold  by  all  leading  retailers. 


Plate  No.  15. 


I Smith’s  Good  Sense  Waist  ! 

I For  Ladies,  Misses,  and  Children— Stylish  figure  and  : 
I healthful  comfort.  Sold  everywhere.  j 


Plate  No.  16. 


Stoves&Ranges 

Stove  Pipe,  Stove  Boards,  Lead  Pipe. 
'Galvanized  Iron  Eave  Spouts, 
Copper-Lined  Water  Tanks, 
Roofing  Tin,  Zinc,  Solder 
and  Tin,  and  Lead 
Pipe  Work. 

ALL  ORDERS 

Attended  to  hy  Experienced 

WORKMEN 


Plate  No.  17. 


Two  special  | 
St.  Louis  Trains  I 

gr 

The  Vestibuled  Diamond  Night  Train  ^ 
and  the  Vestibuled  Daylight  Train — ^ 
Free  reclining  chairs — all  the  comforts  ^ 
of  home. 


Illinois  Middle  R.  R. 


Plate  No.  14. 


0000000000000 

0000000000000 

Q The  looks  have  QOOO 


O 

o 


nothing:  to  do  O 


0000 


Q with  the  stove  0888 

0000000000000 

O 


g A stove  of  s 

o 000000 

s Doubt  888888 
Goes  out  ^ 
Forever  8888 

0000 
0000000000000 

p The  cooking  certainty  of  O 
P the  Smith  Stoves  is  P 
Q guaranteed.  Book  of  q 
Q descriptive  pictures  free  q 

0000000000000 

O S.  Smith,  Whiteville.  Q 

0000000000000 

0000000000000 


o 

o 

o 

o 

o 

o 

o 


Plate  No.  i8. 


6i8 


FOWLER’S  PUBLICITY 


For  JO  cents, 

will  send  you  a 
pamphlet  of  spec- 
imen pages  of  our 
new  Life  of 

NAPOLEON 

by  Prof.  William 
M.  Sloane,  illustrated  with  one  of 
the  superb  Colored  Pictures 

that  are  in  the  book  itself  and  one  of  the 
engravings  in  tint.  Address 

Plate  No.  19. 


I New  Life  I 
I Of  Napoleon  | 

i Specimen  pages  of  Profes-  | 
1 sor  Sloane^s  New  Life  of  f 
1 Napoleon,  with  one  of  the  f 
1 exquisitely  executed  colored  f 
I pictures,  by  mail  for  10  cents.  | 

Plate  No.  20. 


$10  Worths 

Of  Boys’  | 
Overcoats  : 
For  $5.S0  | 

Fashion’s  top  notch.  • 
Durability’s  height.  ? 
All  boys— 6 to  18  years.  S 


Over- 
coats 

ISovs 

I These  coats  are 
made  in  the  height 
of  fashion.  The 
material  is  blue 
Kersey,  the  finish 
is  excellent,  the  fit 
perfect  and  the  qual- 
ity is  unsurpassed  at  much  higher 
prices.  Boys’  sizes,  6 to  i8  years, 

'’"‘y  $5.50., 


Plate  No.  21. 


Plate  No.  22. 


WARREN 


GUITARS  AND 
MANDOLINS 

are  porfocl  instrnmonts.  Our  own 
nianuliicture,  absolutely  guaranteed. 
We  sell  every  musical  instrument 
known,  at  manuraclurer’s  prices. 
rdH-pago  catalogue, 
free.  All  our  goods 
have  this  trade  mark. 

E RUDOLPH  WARRENER  CO. 
500  East  7tli  St.,  Cincinnati 


Warren 

Guitars 


and  Mandolins— the  instru- 
ments of  musical  perfection 
—makers’prices— large  book 
free  The  Rudolph  Warrener 
Co.,  500  East  7th  St.,  Cin- 
cinnati. 


Plate  No.  23. 


Plate  No.  24. 


FIFTY  LESSONS 


619 


Geo.F. Ricker 


Steam 

Machine  Carpet  Cleaning, 

Priop  O 

Pi  ice  ^ Per  Yard. 

Carpets  taken  up,  fitted  and  laid. 

Plate  No.  25. 


High  Speed  | 

Other  railroads  have  made  f 
a mile  a minute,  but  they  ^ 
can’t  keep  it  up.  ^ 


Plate  No.  28. 


EXCEPTIONAL  SALE 
OF  FINE  ENGLISH 
BOOKS.  ITEMS  OF  PE- 
CULIAR INTEREST  AND 
VALUE!  MARVELS  IN 

6uality  and  price. 

CALL  AND  EXAMINE, 
OR  SEND  FOR  LIST. 
IT  WILL  PAY  YOU. 
H.  W.  SMITH, 

178  FIFTH  AVE.,  N,  Y. 

Plate  No.  29. 


Plate  No.  26. 


YES 


Other  railroads  HAVE  made  as 
high  as  a mile  a minute  for  SHORT 
SPURTS,  with  light  SPECIAL  Trains, 

Plate  No.  27. 


^ ^ 

I English  I 

I Book  Sale  | 

^ The  best  of  English  Uiera-  ^ 
^ lure,  science,  and  art.  Cur-  ^ 
^ rent  books  and  rare  books.  5 
S Prices  exceptionally  lo‘xv.  H.  ® 
^ W.  Smith,  178  Fifth  Ave., 

^ Nenso  York.  ^ 


Plate  No.  30. 


620 


FOWLER’S  PUBLICITY 


Successful 

growers  of  fruits,  berries, 
and  all  kinds  of  vegetables, 
know  that.the  largest  yields  and 
best  quality  are  produced  by 
the  liberal  use  of  fertilizers 
containing  at  least  io%  of 

Actual  Potash. 

Plate  No.  31. 


c2Al 

Embroidery  Art 


(Descriptive  matter  goes  here.) 


Plate  No.  34. 


A.  C.  TODDY, 

SAFE  MANUFACTURER. 

VAULT  DOORS,  HOUSE  SAFES  and  IRON 
BOXES  MADE  TO  ORDER. 

Bank  and  Safe  Locks  Opened  and  Repaired. 
New  Locks  Applied  I0  Old  Safes. 

SECOND  HAND  SAFES  BOUGHT  AND  SOLD. 

SA^IPES  OyfO'V'EID. 


Makeyour  land  work 
—treat  it  well— feed  It 
with  fertilizers  con- 
taining ten  per  cent., 
or  more,  of  actual 
Potash. 


Plate  No.  32. 


Special 


ART  OF  EMBROIOBRY  I 

We  send  a new  6-inch  Linen- 
Honiton  Doily  siamped  with 
delicate  Forget-me-nots.  Lace  Braid  and  Silk  Floss 
to  work.  Also  set  of  Beautiful  Stamping  Patterns: 
17-inch  Centrepiece,  Doilies,  etc.  CaiaU'gue  and  In- 
structions for  Embroidery,  All  postpaid^  only  2Sc. 


Plate  No.  33. 


Safes 


A.  C.  Toddy  | 

I Safes  Moved  I 

i $ 

Plate  No.  3(1. 


Plate  No.  35. 


FIFTY  LESSONS 


621 


^ ^ ^ ^ ^ ^ ^ .J.  ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ 

I 189?  is  the  GOLDEN  JUBILEE  t 
❖ ANNIVERSARY  of  | 

James  Blankson  & Co. 

To  fittingly  commemorate  our  fiftieth  business 
year,  we  have  prepared  what  is  without  excep- 
tion the  most  beautiful  and  valuable  SEED  and 
PLANT  CATALOGUE  ever  issued.  Every  copy 
costs  us  25  cents  to  produce,  but  in  honor  of 
this  our  “JUBILEE”  year,  we  propose  to  send 
it  this*  season  ■-» 

receipt  of  IOC.  pDPP  (in  stamps)  to 
cover  postage  “ mailing. 

This  “JUBILEE”  CATALOGUE  of  EVERYTHING 
FOR  THE  GARDEN  is  a magnificent  book  of 
170  pages,  size  9xll  inches,  contains  over 
500  engravings  and  six  of  the  most  artistic 
colored  plates  ever  seen. 

The  gorgeous  products  of  our  Gardens  and 
Greenhouses,  the  largest  of  their  kind  in  Amer- 
ica, are  not  only  faithfully  pictured  and  de- 
scribed, but  equally  so  every  other  desirable  req- 
uisite, new  and  old,  for  both  Farm  and  Garden. 

In  addition  to  sendin.ar  our  “JUBILEE”  CATA- 
LOGUE, FREE  on  terms  stated,  we  will,  in  order 
to  trace  advertising,  send  to  those  who  will  state 
where  this  advertisement  was  seen,  a “SURPRISE 
SOUVENIR”  without  charge. 

James  Blankson  & Co. 

^ 55  and  57  Smith  Street  ;|^ 

4 NEW  YORK  i* 

•5*  •{* 

Plate  No.  37. 


50Years 

Of  Seeds 


Half  an  hundred  years  ago 
we  started  atseed=growing  and 
selling — this  year  is  our  golden 
anniversary — in  reciprocative 
courtesy  to  our  half  million 
customers  we  have  issued  the 
grandest  seed  and  plant  cata= 
logue  ever  even  thought  of  by 
others.  The  actual  cost  to  us 
is  25  cents,  but  you  may  have 
it  for  10  cents,  and  with  it 
comes  a “Surprise  Souvenir.” 


JAflES  BLANKSON  & CO., 
55  and  57  Smith  St.,  New  York. 


Plate  NO.  38. 


A Car  Load  of 

from  Pennsylvania 
just  received 

Plate  No.  39. 


Plate  No.  40. 


622 


FOWLER’S  PUBLICITY 


= = = AT  HOME  = = = 

6 BRATTLE  STREET. 

Quality  as  well  as  Quantity  is  what  we  endeavor  to  give 
our  customers. 

Our  Teas  and  Coffees  are  the  finest. 

Mt.  Major  Crystal  Spring  Water  is  what  you  should  drink- 
Fine  Lump  Butter,  and  Fresh  Eggs 
Fruits  of  all  kinds 

Plate  No.  41. 


W'  ^ 

'MM/  -MM/  -.^M/  -U 

» »a;  kS;  :£!!l^  yTI;  :e»  :Ecl;  :E!!I;  £13;  ;E»  sSk  £ 


II 

II 

II 

II 


MoneySaving 


Tea 


II 

II 

II 

II 

II 


II 
II 
II 

A little  of  our  tea  lasts*  a good  || 


II 
II 
II 
II 
II 
II 

||  deal  longer  than  a good  deal  of 
some  other  folks’  tea,  and  then  I? 

II  . , . , , . II 

II  our  tea  is  real  tea,  picked  as  it  || 
II  should  be.  || 

« C/.*  •K.'x  -K.ra:  iKvar  ■scfx^  is^rx  ■x'x  ■K.rx  x'x  -x^x  ikl'^  -xi-rM:  ig-ar  -x^ 

^ 'WN'  ■'WW'  ■'WW'  ^ 

^ ■'^M/  -^M/  -t^M/  MM/  -^M/  -^M/  MM/  i^M/  MM/  i^M/  MM/  -i^M/  ■^M/  '^M/  MM/  i^M/  -i^M/  ■'^M/  M 

13^  4E3^  .£9^  kTs;  jT^  vxx  jE^3c.  v>.y  sr?3^  v>.3t  kax 

Plate  No.  42. 


Pleasantest  Shop  in  the  Village. 

Careful  Attention  to  Every"  Want. 

airs  ME  A CALE. 

CHADWICK  BLOCK,  NEXT  TO  BRIDGE. 

Plate  No.  43. 


You  Need  a 


UMR 

c\n 


$ 

$ 

i 

i 

I 


Plate  No.  44. 


DON’T 

DRINK 

POISON 


Pure  water  is  n necessity,  ^^end 
25  cts.  for  Piirifycrs  for  25  k«'^1!oiis. 


i 


'I'he 


Booklet  Free. 

WA'r'I'KK  <’OMI*ANY 

Aorih  Fi-uniinKham, 


Water 

Purity 


Send  me  25  cents  and  I’ll  send 
you  something  that  will  make  25 
gallons  of  water  as  pure  as  pur- 
ity, or  drop  me  a postal  and  I’ll 
send  you  a booklet.  The  Watter 
Co.,  South  Framingham. 


Plate  No.  45. 


Plate  No.  46. 


I 


FIFTY  LESSONS 


623 


Ladies’  Mackintoshes, $4.75 

Light  weight,  sleeveless,  double 
texture,  two  full  sweep  (110  In.) seam- 
less detachable  capes,  velvet  collar, 
hill  skirt  DO  IrL  Outside  English 
Cassimero  cloth,  either  black  or  blue 
fast  colors,  with  dark  plaid  lining 
throughout.  Handsomely  made.  In 
ordering  send  bust  measure  and 
length  from  neck  to  bottom  of  .skirt 
holding  In  at  waist-line,  measured 
down  the  back.  All  goods  guar- 
anteed strictly  as  represented  or 
money  rehmded.  — 

RIBBONS  at'^WHOLESALE  PRICES 

In  Four  Grades  (all  silk)  Satin  and  Gros-Graln. 


CRADB  PBICB  PER  YARD.  ACTUAL  WIDTH 


) in. 

IKin. 

\H  io- 

2 In. 

in. 

2U  in 

3Hln. 

FAIR, 

4c. 

6c. 

ec. 

8c. 

9C. 

lie. 

14c. 

GOOD. 

5c. 

7c. 

9c. 

lie 

13c. 

16c. 

19c 

BETTER,  7c 

9c. 

11c. 

14c. 

16c. 

19c. 

24c 

BEST. 

9c 

lie. 

14c. 

18c. 

21c. 

28c. 

30c. 

Send  CR^h  with  order.  specif.viDg  grade,  color,  width  and  quantity 


THE  RUDOLPH  WARRENER  CO. 
500  East  7tli  St..  Cincinnati 


Plate  No.  47. 


$$$ 
.$$$ 
$$S 

$$$ 
SS$ 
m 
•■?s$ 
$$$ 
sss 

ss$ 
.$$$ 

ss$ 


Money 

Wanted 


§$$ 
$$$ 
$$$ 
$§.$ 
$.$s 
$$.$ 
$$$ 
$$$ 
«$$ 
^ ,2* 

$$$ 

$$$ 


Solid,  safe,  sure  bot-  $$$ 
III  tom  mortgages  for 
sale  at  6%- 

I J.  A.  Smith,  I 

$$$  Real  Estate,  Insur- 
m ance.  Money  to  Lend. 

Plate  No.  50. 


Plate  No.  48. 


J.  A.  SMITH, 

Real  Estate,  Mortgage  and  Fire  Insii* 
racce  BroXer. 

Houses  and  Lots  for  Sale 

In  All  Parts  of  the  City. 

Money  to  Loan  on  First  and 
Second  Mortgages. 

Good  6 Per  Cent  Mortgages  for  Sale. 

Plate  No.  49. 


624 


FOWLER’S  PUBLICITY 


GOLD  DUST. 

Best.Floar  in  the  World, 

EVERY  PACKAGE  Fully  VYarranted. 

263  loaves,  each  weighing 
1 4 pounds  "'was  baked  in  the 
store  of  Stevens,  Bacon  & Co,, 
from  one  barrel  of  Gold  Dust, 
one  day  in  October. 

Plate  No.  51- 


li  Hi. 


If  you  need  your  Carts, 
Buggies,  Wagons,  Etc., 
repaired  and  haven’t  got 
the  money  we  are  the 
boys  you  are  looking  for. 


Plate  No.  53. 


•Hi 

/ft 

<d 
/ft 
/ft 

<d 

/ft 
/ft 
<d 
/»> 

/»> 

/d 
/ft 

/ft 
/ft 
/ft 
/ft 
/ft 
/ft 
/»' 

/ft 

Bacon  & Co. 
'<S>- 


263  Loaves 
One  Barrel 
Of  flour 

Gold  Dust  Flour  is  economical, 
because  it  is  filled  with  nourish- 
ment, and  it  makes  the  most 
bread,  and  it  is  the  kind  of  flour 
that  makes  bread  so  well  that 
the  folks  keep  well.  Stevens, 


Plate  No.  52. 


The  Handle 

, of  the  . 

RomE 

TEAKETTLE 
Is  Always  COLD. 


Out  of 
Order 
Carts 

Treated  and  made  well.  Good 
condition  guaranteed.  If  you’re 
short  of  money,  we’ll  trust  you. 

Plate  No.  54. 


Plate  No.  55. 


Plate  No.  56. 


FIFTY  LESSONS 


625 


Important  I 
Notice  1 


The  only  jjenu-  | 
ine  “Tater’s  I 
Chocolate,”  ♦ 
celebrated  for  I 
more  than  a I 
century  as  a ♦ 
delicious,  nutri-  I 
tious,  and  flesh-  | 
forming  bever-  I 
age,  is  put  up  | 
in  BlueWrap=  | 
pers  and  Yellow  Labels.  ♦ 
Be  sure  that  the  Yellow  | 
Label  and  our  Trade-Mark  | 
are  on  every  package. 


TRADE'MARK. 


JOSEPH  TATER  & CO.,  Ltd.  | 
Smithville,  Mass.  i 

»♦»»»•♦♦♦♦♦♦«  ♦♦♦♦♦»♦♦♦♦♦♦♦ 

Plate  No.  57. 


The  Cash  HoYelty  Store 

Is  PuW  of  Nice  Things. 

Beside.s  the  useful  articles  kept  at  all 
times  too  numerous  tp  mention,  the 
place  is  full  of 

Candies,  Raisins,  Nuts,  Figs,  Dates, 
Etc.,  and  is  the  place  to  buy 
,Your  Christmas  Goods. 

There  are  Toys  for  the  children,  and  in 
fact  something  to  please  all,  from  the 
smallest  baby  to  the  oldest  man. 


Don’t  fail  to  come  to  see  us  when 
in  Kinston. 

Goods  and  prices  will  please  you. 


® tiling,  except  profit  | 


Plate  No.  59. 


Plate  No.  60. 


626 


FOWLER’S  PUBLICITY 


K.  K.  KITTREDGE, 

NEW  CASH 

Shoe  Store, 

The  latest  styles  in  footwear  for 
Men,  "Wo  raen  and  Children,  at  Low 
Prices, 

All  kindsof  Rubbers 
always  on  hand. 

YOUE,  PATEONAGE 
SOLICITED. 

Plate  No.  61. 


1 


New 

Shoe 

Store 


I’m  going  to  make  my  shoe  store 
the  best  shoe  store  in  town.  I’m 
going  to  fit  my  shoes  to  your  feet 
and  not  fit  your  feet  to  my  shoes. 

I know  how  to  buy  right,  and  I 
can’t  help  selling  right. 

. K.  K.  Kittredge.  . 

(ik>90-<S^>00(X^>0()0'^^0»0->=^S>OI)0'<SE>0  a 
Plate  No.  62. 


THE  OLDEST  TOBACCO  HOUSE  IN  BOSTON. 
Estal.lislica  in  1S3.’? 


C.H.WARREN&CO. 


ST.  BENIS 


NEW  YORK. 
Opposite  Grace  Church. 
EUROPEAN  PLAN 


Importers,  Manufacturer^  and  Whole'-rle  Dealers  iu 


Kouins  Sl.OO  per  Day  and  Upwarel. 


SMOKERS’  ARTICLES  A SPECIALTY. 


In  a modest  and  nnohtrusive  way  there  are  few 
better  conducted  hotels  in  the  metropolis  than  the 
St.  Henis. 

The  great  popularity  it  has  acquired  can  readily  be 
traced  to  its  unique  location,  its  home-like  atmos- 
phere the  peculiar  excellence  of  Its  cuisine  and 
♦ service,  and  its  very  moderate  prices. 


Plate  No.  63. 


Plate  No.  65. 


►O0O<S:=>OCO<JS3»C<IO«s:SS»C0O«:S25*0C<:;23>CCO«S:5>O00«sS3»CCO<SX)00' 

Sold  Cigars 
Since  i8j^ 


I C.  H,  Warren  & Co. 

/WoOO<=»00Oc==^0a0<=>00O«:=>90e£=X>^Q0O«=:»000<=^0l>O<=:=>O0O 


i St.  Beilis  Hotel  I 
lot  Solid  Comfort  I 


Onposiio  Grace  Clmrcli,  New  York. 

II 

0 For  a dollar  or  more  a day  all  you  can  || 
Ip  possibly  want  is  cheerfully  yours.  || 


Plate  No.  64. 


Plate  No.  66. 


FIFTY  LESSONS 


627 


Unusual  Bargains 

in 

Slightly  Used  Pianos, 

Also,  closing  out  several  odd  styles  of 

New  Pianos 

at  great  reductions  to  make  room  for 
new  stock. 

Plate  No.  67. 


COLONIAL  HOUSES 

were  built  on  the  beautiful  lines  and  harmonious,  restful 
proportions  our  grandfathers  borrowed  from  the  Greeks. 
Our  ancestors  had  taste,  if  they  did  not  have  telephones. 
If  you  are  going  to  build,  and  are  tired  of  the  phantasms  of 
saw-mills,. but  want  instead  a beautiful,  ideaphome,  send 
for  our  new  ’96  edition  of 

Colonial  Houses  for  Modern  Homes. 

It  shows  really  correct,  artistic  designs  in  the  inimitable 
Colonial'  style,  but  with  modern  and  complete  interiors. 
Price,  by. mail.  $2.00. 

Artistic  One=Story  Houses, 

showing  summer  houses  costing  between  ^400  and  $4000. 
Price.  512.00.  _ Low-cost  Barns  and  Stables  50  cents  by  mail. 


Plate  No.  69. 


If  we  didn’t  tell  you  ^ 
S very  likely  you  would- 
liri  n’t  mistrust  some  of  ^ 

they® 
been  they  are  n 
yours  at  half  price — pp- 
and®. 


,mthem  had  been  used 


ii 


—just 
have 


because 


all  high-grade 


Ii  warranted. 


Plate  No.  68. 


jVJ^odern  J-J  omes 

For 

JV^odern  polks 

The  Colonial  style  of  house  building  is  sensible,  harmonious, 
restful,  beautiful,  and  convenient. 

Our  book  of  Colonial  winter  houses  costs  but  $2,  and  a similar 
book  for  one-story  summer  homes  also  costs  $2,  and  if  you  want 
to  know  about  barns  and  stables,  send  50  cents  extra. 


Plate  No.  70. 


628 


FOWLER’S  PUBLICITY 


RECEPTION 
AND  DINNER  GOWNS, 

Imported  and  Town-Made. 

Evening  Dresses, 
Carriage  and  Opera  Wraps, 
Velour  Empire  Coats, 
Fur-Trimmed  Cloth 
Coats  and  Wraps, 
Carriage  Robes. 


To=ni^ht  Is 

The  Ni^ht! 

FOa  THE  GREAT  SANTA  CLAUS  ACT. 

Possibly  yo\i  arc  an  understudy  for 
the  part  and  have  neglected  as  yet  to 
provide  yourself  with  all  the  necessary 
propenties,  if  so  permit  us  to  suggest 
that  our  vast  and  varied  assortment  of 

SERVICEABLE  HOLIDAY  GIFTS! 

Plate  No.  73. 


Plate  No.  71. 


Dinner 

Dre$ses 

Beautiful  crcatiou$. 
The  culmiuative  re- 
sult of  imported  and 
liome-made  art  aud 
material. 


'k- 


Plate  No.  72. 


S*  S*  Sell  ♦ ♦ ♦ 

meets  the  highest  expectations  of 

sitters  for  photographs-.  He  has 

long  been  a student  of  attitudes ; 

he  uses  only  the  most  improved 

methods  in  doing  his  worK,  and 

employs  nothing  but  the' best  of 

materials. 

Cal^inot  Photos 

$1.50  Por  Doz 


■mi  H— ■ IM 

jit’s 

I Here 

1 

I The  present  you  didn’t 
* buy,  because  you  didn’t 
1 know  what  to  buy. 

Lh  M ■!!  Ill  II 


Plate  No.  74. 


Art  ip 

Pbotograpby 

S.  S.  Sell  is  an  artist.  If  be 
wasn't  b®  couldn't  pose  you  as  be 
does,  and  rnaHe  you  appear  at 
your  best  in  face  and  attitude. 
His  cabinet  photographs,  at  $ 1 .50 
a dozen,  arc  worth  rnore,  but  that 
is  all  be  asKs  for  'ern. 


Plate  No.  75. 


Plate  No.  76. 


FIFTY  LESSONS 


629 


KstablisheJ  1806.  ^ 

Arlington  5 

Bakery,  J 

Mass.  Avenue.  ^ 

5.  j. 

CATERER.  • 

Large  or  small  parties  catered  for. 

Finest  table  ware  and  silver. 

Elegant  candelabra.  Latest  novelties. 

Ice  Cream  and  Ices  of 
Every  Kind.  ▼ 

FAMOUS  _ J 

MILK  BREAD  2 

FRESH  EVERY  DAY.  ? 
Telephone  Connection.  ^ 


Plate  No.  77. 


I Baked  | 
% Bread  § 


Better  than  home-made  bread 
because  it  is  always  uniform — 
never  heavy  — never  burned  — 
never  underdone  — always  just 
right.  The  best  of  flour,  the  best 
of  care.  N.  J.  Smith,  Massachu- 
setts Avenue. 


Plate  No.  78. 


BUSTIII  WILlIHinSDN  GOBI  GO. 

DEALERS  IN 

00^1^, 

HARD  AND  SOFT  WOOD 

Plate  No.  79. 


Plate  No.  So. 


630 


FOWLER’S  PUBLICITY 


Y.  T.  SMITH  & CO. 

Prescription  Apothecaries 

RETAIL  DEALERS  IN 

Fine  Drugs,  Chemicals  and 
Druggists’  Sundries. 

Proprietors  of  LEACH’S  ANTISEPTIC  TOOTH  POWDER 

ANT> 

Imperial  Lavender  Salts. 


It’S  Quality 

combined  with  beauty  of  desiv^o 
which  makes  my  Sterling  {fizu 
pure)  Silverware  excel  all  others. 

Sterling  Silver  Backed  Brush 
and  Comb,  in  case,  $5.15,  post- 
paid. Brush  is  8^  in.  long  with 
finest  bristle ; Comb  is  jVx  in. 
long,  with  hand-made  teeth. 

Money  refunded  if  unsatisfac- 
tory. Send  for  catalogue. 


Plate  No.  81. 


Plate  No.  83. 


PURITY 
DRUGS 


Only  the  best  and  the 
purest  of  everything. 

Y.  T.  Smith  & Co. 


W 


Plate  No.  82. 


Choice  Coai, 


Carefully  prepared  and 
promptly  delivered 


Plate  No.  85. 


Plate  No.  84. 


When  you 
Want  cual 
You  want  it 

My  coal  is  all  coal,  and  when 
you  order  it,  you  get  it. 


Plate  No.  86. 


FIFTY  LESSONS 


631 


Immense  Stock!..  . 


We  have  everything  you  can 
ask  for  in  that  line.  Come 
and  look  our  stock  over ’and 
if  you  find  what  you  want 
we  will  assure  you  the  price 
is  right. 

Plate  No.  87. 


w 

f 

¥ 

¥ 

¥ 


¥ 

¥ 


¥ 


Right 

Price 

Furniture 


i 


All  you  want  and  much 
you  never  thought  of  in  de- 
signs of  comfort,  style,  and 
durability.  Drop  in.  No- 
body will  ask  you  to  buy. 
Just  consider  our  store  a 
'Incomer  of  the  World’s  Fair. 

Plate  No.  88. 


WHATS  IN  A NAME  ? 


Agreatdeal.il  that  name  is 

Cook’s  Home  Trade 

stamped  on  your  cigar.  It  means  that  you 


Smoke  tbe  Purest  5c  Cigar  Made 


5 


^ If  Cook's  Home  Trade  " is 
« stamped  on  the  cigar  you 
^ know  you  have  the  best  that 
^ five  cents  can  buy. 


Plate  No.  90. 


Plate  No.  89. 


632 


FOWLER’S  PUBLICITY 


'BLUE  LABEL” 

Ketchup 

The  Best  of 

all  Ketchups 

BLANK  BROTHERS  CO. 

ROCHESTER,  N.  Y 


ir  .vour  prof«*r  can't  supply  you.  wrllt?  for-prlcc<l 
catalopnc  and  booklet  **  From  Tree  (o  Table,”  de* 
■rriptive  of  our  full  line  canned  fruU<^  and  vegetables. 


Plate  No,  91. 


o 
> 

**  Nothin*  can  Ketchup  to  it.’*  I 


Blue 

Label 

Ketchup 

The  Superlative 
The  Appetizing 


Blank  Brothers  Co., 

Rochester,  /M.  Y. 

If  your  grocer  hasn’t  it,  drop  postal  for  our  catalogue  and 
booklet,  “ From  Tree  to  Table.’’ 

Plate  No.  92. 


James  Blankson  & Co. 

-MANUFAOTDBEB8  OF- 

‘'The  Hub  Shirts’" 

To  Order,  hand  made,  easy  and  perfect  fitting. 

THE  “HUB WRAPS”  and  “HUB  DRAWERS” 

SUSPENSORY  CORE 

Plate  No.  95. 


Quick 
as  a 
Wink 


You  can  make  a delicious 
cup  of  chocolate  if  you 
have  the  right  kind— that's 

^ BI^ANK'S 
Instantaneous 
CHOCOIATB. 

Perfect  in  flavor  and  qual- 
ity. In  pound  and  half 
pound  tins.  Atyour  dealers, 

JOHN  WHITE  BLANK, 

Sole  Mfr.,  Philadelphia. 


Plate  No.  93. 


I Quick  I 

I Chocolate 

I t 


Pour  boiling  water  on  it, 
give  it  a stir,  and  it’s  done. 

BIzvnK^s  Ii7stevr)t2vi7^ous 

Chocolate  is  pure.  In  pound 
and  half-pound  tins.  John 
AVhite  Blank,  Maker,  Phila. 


Plate  No.  94. 


IB 

mm 

m 

li 

p 

•(* 

m 

ffl 

Jkl 

Y ou  Cap't  i 
Tear  Your  1 
Hub  Sbirt  ■ 

j it  1*5  rijibt 

1 vitlb  ristbt  miimtenalo  |||| 

-^F-1 

SlSSjPffl 

HI 

Plate  No.  96. 

FIFTY  LESSONS 


633 


LADIES  who  desire  a BEAUTIFUL  FIGURE 


WEARY.  V.  Y.  CORSETS. 

Sfif-Adjufting,  New  System  of 
f.acing  us«i  in  our  Goods  only. 
Rust-Proof  Steels. 

Unbrcahable  Sides. 

Perfect  Fit  Guaranteed, 
Thousands  of  Testimonials. 

AGENTS  WANTED  descriptive 

— Booklet. 


Plate  No.  97. 


HOWE  i HOWESON, 

Real  Estate  Apts 

and 

NEGOTIATORS  OF  MORTGAGES. 

Plate  No.  99. 


Sellers  and  Finders  of 

Real  Estate 

Howe  & Howeson 


o- o 

NEW  DRY  GOODS  STORE, 
No.  283  Broadway,  opposite 
Washington  Hall, 

A.  T.  STEWART  informs  hi.s 
friends  and  the  public  that  he 
has  taken  the  above  store,  where 
he  offers  for  sale,  wholesale 
and  retail,  a general  assortment 
of  fresh  and  seasonable  DRY 
GOODS  ; a choice  assortment  of 
Irish  Linens,  Lawns,  French 
Cambrics,  Damask,  Dia- 
per, &c. 

N.  B.  — The  above  goods  have  been 
carefully  selected  and  bought  for 
cash,  and  will  be  sold  on  reasonable 
terms  to  those  who  will  please  favor 
him  with  their  commands. 

O O 


I I Self-Adju.sting — New  System 
I I Lacing — Rust-Proof  Steels. 

Plate  No.  98. 


Plate  No.  ioi. 


Plate  No.  102. 


634 


FOWLER’S  PUBLICITY 


Plate  No.  1 presents  a reproduction 
of  the  usual  form  of  European  Tour 
advertising.  Too  much  prominence 
is  given  to  the  company  name.  It  is 
obvious  that  tlie  description  of  so  ex- 
tended a tour  cannot  be  given  in  a 
small  advertisement,  and  therefore  it 
would  seem  better  to  attract  attention 
to  the  tour,  and  depend  upon  a de- 
scriptive book  for  the  giving  of  infor- 
mation. Plate  No.  2 represents  the 
matter  in  Plate  No.  i,  re-written  and 
re-set.  Heading  in  Latin  Antique. 
Reading  matter  in  Cushing.  Caxton 
Border  No.  238. 

Plate  No.  3 is  a reproduction  of  a 
poorly  set  advertisement,  with  an  un- 
profitable and  blind  heading.  Caps, 
should  seldom  be  used  for  descriptive 
matter.  Plate  No.  4 represents  the 
same  advertisement  re-written  and  re- 
set. Heading  in  Bradley,  a style  of 
type  which  must  not  be  used  except 
for  short  lines,  and  where  the  letters 
will  be  legible.  Reading  matter  in 
Jenson  Italic.  6 Point  Florentine 
Border  No.  316. 

Plate  No.  5 is  a reproduction  of 
a recent  gun  store  announcement, 
poorly  written  and  set.  Plate  No.  6 
shows  the  same  advertisement  brought 
to  the  strength  of  oneness.  Set  in 
Howland.  6 Point  Newspaper  Border 
No.  71. 

Plate  No.  7 is  a reproduction  of  a 
fairly  well  written  and  acceptably  set 
advertisement.  The  principal  fault  of 
it  is  that  it  does  not  get  down  to  busi- 
ness, or  rather,  strikingly  represent 
business.  Plate  No.  8 represents  the 
same  advertisement  in  the  full  strength 
of  an  attractive  heading  which  means 
something.  Set  in  Egyptian  Con- 
densed Shaded  and  Roman.  12  Point 
Border  No.  1230. 

Plate  No.  9 is  a reproduction  of  a 
recent  mail  order  advertisement.  As 
“ Ladies  and  Gentlemen  ” are  not  for 
sale,  and  as  calling  cards  are,  it  is  sug- 
gested that  the  cards  be  advertised. 
Plate  No.  10  presents  the  same  adver- 
tisement re-written  and  re-set.  Head- 
ing in  Howland,  second  line  in  Ue 
Vinne.  Single  Rule  Border. 

Plate  No.  II  is  a reproduction  of 
an  unprofitable  advertisement.  The 
heading  is  conventional,  and  has  no 
direct  bearing  upon  the  case.  The 
advertiser  should  never  admit  that  his 
goods  are  good  because  of  the  reputa- 
tion of  the  name  alone.  Plate  No.  12 
presents  the  same  advertisement  in 
the  strength  of  strong  typographical 
display.  Set  in  Combination  Gothic 
and  Light  Face,  with  single  rules. 

Plate  No.  13  is  a reproduction  of  a 
recent  advertisement  of  a leading 
railroad.  It  is  exceptionally  difficult 
to  read  the  heading,  and  the  traveler 
is  not  likely  to  take  the  pains  to 
puzzle  it  out.  Railroad  advertising 


should  be  especially  clear.  Plate  No. 
14  represents  the  same  advertisement 
in  a way  which  cannot  be  misunder- 
stood. Set  in  Quintell.  12  Point 
Border  No.  1216. 

Plate  No.  15  is  a reproduction  of  the 
advertisement  of  one  of  the  largest 
American  manufacturers.  It  is  obvious 
that  the  expression,  “ Good  Sense,”  is 
as  important  as  the  name  of  the 
maker.  Plate  No.  16  presents  the 
advertisement  with  due  prominence 
given  the  words  which  should  be 
prominent.  Set  in  Howland  and 
Roman.  6 Point  Florentine  Border 
No.  167. 

Plate  No.  17  is  a reproduction  of 
the  usual  stove  advertisement.  The 
heading  is  all  right,  but  the  advertise- 
ment is  altogether  too  conglomerate. 
Plate  No.  I S presents  the  advertisement 
in  original  typographical  display,  and 
with  its  argument  focused.  Set  in 
Howland.  Moon  Border. 

Plate  No.  19  presents  a reproduction 
of  a recent  advertisement  by  one  of 
America’s  most  progressive  and  suc- 
cessful publishers.  It  seems  strange 
that  a house  of  this  character  should 
more  prominently  announce  a “ ten- 
cent”  price  than  the  high-class  article 
for  sale.  Plate  No.  20  gives  the  same 
advertisement  re-written  and  re-set. 
Set  in  Jenson  Old  Style,  with  Combi- 
nation Dragon  Border  No.  27. 

Plate  No.  21  is  a reproduction  of  an 
excellent  clothing  advertisement.  The 
cut  is  to  be  most  heartily  commended. 
Plate  No.  22  presents  the  advertise- 
ment in  stronger  typographical  display. 
Set  in  Gothic  No.  i and  Howland, 
with  combination  of  Newspaper 
Border  No.  74  and  rules. 

Plate  No.  23  is  a reproduction  of  a 
magazine  advertisement.  Plate  No. 
24  presents  the  same  advertisement  in 
stronger  typographical  display.  Set 
in  Runic  Condensed.  Barta  News- 
paper Border  No.  3. 

Plate  No.  25  is  a reproduction  of  an 
advertisement  giving  altogether  too 
much  prominence  to  the  firm  name. 
Plate  No.  26  presents  the  same  adver- 
tisement with  the  business  properly 
advertised.  Set  in  De  Vinne  Open. 
18  Point  Collins  Border  No.  221. 

Plate  No.  27  is  a reproduction  of  the 
beginning  of  an  advertisement  of  one 
of  America’s  greatest  railroails.  This 
advertisement  is  faulty  because  of  its 
heading,  which  has  no  connection  with 
the  subject  matter.  Plate  No.  28 
presents  the  same  advertisement 
focused  for  business.  Set  in  De  Vinne. 
12  Point  Collins  Border  No.  176. 

Plate  No.  29  has  the  advantage  of 
novelty,  but  the  disadvantage  of  illegi- 
bility. Plate  No.  30  shows  the  same 
advertisement  set  in  a dignified  way, 
and  yet  so  that  it  can  be  read  and  ab- 
sorbed with  a very  few  glances.  Set 


in  Bradley  and  Jenson  Italic.  14  Point 
Elzevir  Border  x\'o.  104. 

Plate  No.  31  is  a reproduction  of  a 
well-written  and  effectively  set  adver- 
tisement. Plate  No.  32  presents  the 
same  advertisement  in  stronger  typo- 
graphical display,  with  its  main  point 
better  focused.  .Set  in  Gothic  Con- 
densed No.  I and  Gothic  No.  6.  12 

Point  Florentine  Border  No.  149. 

Plate  No.  33  is  a reproduction  of  a 
much  used  magazine  advertisement. 
Plate  No.  34  presents  the  same  adver- 
tisement with  the  important  point  in 
the  headline.  Set  in  Ronaldson  Con- 
densed. 18  Point  Collins  Border  No. 
214. 

Plate  No.  35  is  a reproduction  of  the 
usual  safe  advertisement,  so  arranged 
typographically  as  not  to  be  liable  to 
attract  attention.  Plate  No.  36  pre- 
sents the  same  advertisement  with  its 
one  point  brought  out.  Set  in  De 
\’inne  Extra  Condensed.  8 Point 
Florentine  Border  No.  160. 

Plate  No.  37  is  a reproduction  of  the 
advertisement  of  one  of  the  largest 
seed  men.  As  this  advertisement  pre- 
sents a catalogue,  or  book,  and  the 
fact  that  the  advertiser  has  sold  seeds 
for  half  a hundred  years,  it  would 
seem  that  these  two  points  should  be 
brought  out  prominently.  There  is  no 
necessity  of  the  firm  name  appearing 
twice.  Plate  No.  38  presents  the  same 
advertisement  in  better  display.  Set 
in  Taylor  Gothic  and  De  \’inne.  Com- 
bination of  6 Point  Florentine  Border 
No.  168  with  24  Point  Collins  Border 
No.  209. 

Plate  No.  39  is  a reproduction  of  a 
fair  horse  advertisement.  “ Best  for 
Cash  ” refers  to  anything,  and  it  would 
seem  that  this  point  should  not  be 
more  prominently  advertised  than  the 
subject  of  the  announcement.  Plate 
No.  40  presents  the  same  advertise- 
ment better  balanced.  Set  in  Howland. 
14  Point  Barta  Border  No.  245. 

Plate  No.  41  is  a reproduction  of  an 
ineffective  advertisement.  “At  Home” 
is  not  a good  heading  for  a grocery 
store.  Piate  No.  42  presents  an  ad- 
vertisement which  announces  some 
one  thing  instead  of  many.  Set  in 
Jenson  Old  .Style  and  De  Vinne.  12 
Point  Border  No.  1235. 

Plate  No.  43  is  a reproduction  of 
the  ordinary  hairdresser  announce- 
ment. Plate  No.  44  shows  the  same 
advertisement  set  so  that  it  cannot 
possibly  be  passed  over.  First  line 
set  in  Jenson  Old  .Style  and  balance  in 
liirebu.s.  Combination  of  Lowell  Bor- 
der and  rules. 

Plate  No.  45  is  a reproduction  of  an 
advertisement  much  used.  It  is  better 
to  tell  people  what  to  do  instead  of 
telling  them  what  not  to  do.  Plate 
No.  46  presents  the  same  advertise- 
ment in  a way  likely  to  attract  atten- 


FIFTY  LICSSONS 


tion.  Set  in  Taylor  (lothic  and 
Roman.  Single  Rule  liordcr. 

Plate  No.  ,(7  i.s  a reproduction  of 
the  announcement  of  one  of  America's 
large.st  advertisers.  The  heading  is 
altogether  too  small.  An  advertise- 
ment containing  so  much  matter  ought 
not  to  appear  in  .so  limited  a space. 
Plate  No.  4S  presents  the  same  adver- 
tisement with  sufficient  space  given  to 
the  heading.  Set  in  l)e  \'inne  Extra 
Condensed'.  12  Point  Porder  No. 
1205. 

Plate  No.  40  is  a reproduction  of 
the  usual  real  estate  and  fire  insurance 
advertisement.  Such  an  announce- 
ment is  likely  to  gain  no  attention. 
Plate  No.  50  advertises  one  part  of  the 
business  prominently,  and  does  not 
forget  the  other  branches.  Set  in 
Philadelphia  Lining  Gothic. 

Plate  No.  51  is  the  reproduction  of 
the  advertisement  of  a well-known 
flour.  .-\s  the  name  of  the  flour  has 
no  significance  without  the  word 
*•  flour  ” appearing  with  it.  it  would 
seem  that  the  name  should  not  be 
by  itself  alone.  The  point  of  this  ad- 
vertisement is  in  what  the  flour  will 
do,  and  therefore  Plate  No.  52  presents 
the  advertisement  with  its  special  ad- 
vantage brought  out  prominently.  Set 
in  Howland.  6 Point  Laurel  Border. 

Plate  No.  53  is  a reproduction  of  a 
country  paper  advertisement.  The 
heading  is  good  because  it  will  attract 
the  farmers’  attention,  but  it  is  better 
to  more  prominently  advertise  what 
the  advertiser  will  do.  Plate  No.  54 
presents  the  same  advertisement  in  a 
more  descriptive  way.  Set  in  Ronald- 
son  Condensed.  8 Point  Florentine 
Border  No.  i6i. 

Plate  No.  55  is  a reproduction  of 
the  advertisement  of  a well-known 
article.  Plate  No.  56  brings  out  the 
advantage  of  the  article.  Set  in  Gothic 
No.  II.  6 Point  Maltese  Cross  Bor- 
der. 

Plate  No.  57  presents  a reproduction 
of  one  of  the  best  known  advertise- 
ments, and  one  which  is  familiar  to 
everybody.  The  trade-mark  cut  is 
omitted,  as  the  writer  has  no  right  to 
reproduce  it.  It  seems  strange  that  so 
successful  a house  should  head  an 
advertisement  with  an  expression  like 
“Important  Notice,”  when  such  a 
heading  can  apply  to  any  announce- 
ment. Plate  No.  58  presents  the  same 
advertisement  with  a heading  of  char- 
acter and  strength.  Heading  in  How- 
land. “Tater’s  Chocolate”  in  De 
\’inne,  balance  in  Roman.  6 Point 
Border  No.  625. 

Plate  No.  59  is  a reproduction  of  a 
crowded  and  ineffective  advertisement. 
Plate  No.  60  presents  the  same  adver- 
tisement reduced  to  its  principal  point. 
Set  in  Howland.  18  Point  Collins 
Border  No.  216. 


Plate  No.  C>i  is  a reproduction  of 
the  usual  shoe  store  advertisement. 
Plate  No.  62  presents  the  same  adver- 
tisement so  written  and  set  that  people 
can  .see  it.  Set  in  Gothic  No.  6 and 
Roman.  6 Point  Florentine  Border 
No.  165. 

Plate  No.  63  is  a reproduction  of  the 
advertisement  of  a well-known  local 
advertiser.  Plate  No.  64  presents  the 
advertisement  so  that  one  cannot 
possibly  fail  to  see  it.  Set  in  Ronald- 
son  Title  Slope.  8 Point  Florentine 
Border  No.  166. 

Plate  No.  65  illustrates  the  usual 
form  of  hotel  advertising  where  the 
name  is  made  more  prominent  than 
the  attraction.  Plate  No.  66  presents 
the  same  advertisement  in  a way 
likely  to  bring  business.  .Set  in  Con- 
densed Roman  No.  3 and  Roman.  8 
Point  Florentine  Border  No.  160. 

Plate  No.  67  is  a reproduction  of  the 
conventional  and  usual  form  of  piano 
advertising.  Plate  No.  68  presents  the 
substance  of  the  matter  in  an  attrac- 
tive and  convincing  way.  Set  in 
Gothic  No.  II  and  Old  Style  Antique. 
16  Point  Barta  Border  No.  267. 

Plate  No.  69  is  a reproduction  of  an 
ineffective  real  estate  advertisement. 
Plate  No.  70  gives  it  in  an  attractive 
and  readable  form.  Set  in  Columbus 
No.  2 and  Cushing  Monotone.  12 
Point  Border  No.  1233. 

Plate  No.  71  is  a reproduction  of  a 
neatly  set,  but  not  very  effective  ad- 
vertisement. Plate  No.  72  is  artistic, 
attractive,  and  readable.  Set  in 
Munich.  Ipsen  Border  No.  137. 

Plate  No.  73  presents  a reproduction 
of  a conventional  holiday  advertise- 
ment. Plate  No.  74  is  likely  to  attract 
attention  when  everybody  is  in  doubt 
as  to  what  to  buy.  Set  in  Johnson 
Old  .Style  and  Roman.  6 Point  Flor- 
entine Border  No.  169. 

Plate  No.  75  is  a reproduction  of  a 
somewhat  original  advertisement,  but 
not  as  effective  as  the  one  presented 
in  Plate  No.  76.  Plate  No.  76  set  in 
Erratick,  an  artistic  and  yet  legible 
letter.  6 Point  Caxton  Border  No. 
237- 

Plate  No.  77  is  a reproduction  of  a 
somewhat  well-set  and  effective  adver- 
tisement. Plate  No.  78  presents  it 
with  its  principal  point  focused,  and 
in  stronger  typographical  display.  .Set 
in  Poster  Roman  No.  4 and  Roman. 
New  Barta  Border  No.  241. 

Plate  No.  79  is  a reproduction  of 
the  ordinary  coal  advertisement.  Plate 
No.  So  is  liable  to  sell  coal.  Set  in 
Epitaph  Open  and  Howland  Open. 
18  Point  Collins  Border  No.  221. 

Plate  No.  Si  is  a reproduction  of  the 
usual  apothecary  announcement.  Plate 
No.  82  advertises  some  specialty.  Set 
in  Epitaph  and  De  Vinne.  8 Point 
Laurel  Border  No.  2. 


Plate  No.  83  is  a reproduction  of  a 
very  ])Oor  jeweler’s  announcement. 
Plate  No.  84  gives  the  same  matter 
artistically  jiresented.  Set  in  Virile. 
24  Point  Collins  Border  No.  217. 

Plate  No.  85  is  a reproduction  of  a 
well-set  coal  advertisement.  J’late 
No.  86  gives  the  same  matter  in  an 
ctfective  way.  Set  in  (iothic  No.  ii. 
6 Point  Laurel  Border  No.  2. 

Plate  No.  87  is  a reproduction  of  a 
conventional  furniture  advertisement. 
Plate  No.  88  gives  the  same  matter  in 
a more  pointed,  effective,  and  busines.s- 
like  way.  Set  in  Taylor  Gothic  and 
De  Vinne.  12  Point  Laurel  Border 
No.  2. 

Plate  No.  89  presents  an  advertise- 
ment which  is  not  likely  to  sell  cigars, 
as  it  does  not  advertise  the  goods  for 
sale  except  in  a very  ineffective  way. 
Plate  No.  90  is  likely  to  sell  cigars. 
Set  in  Howland  and  Howland  Open. 
18  Point  Collins  Border  No.  223. 

Plate  No.  91  is  a reproduction  of  a 
well-known  advertisement.  Plate  No. 
92  presents  the  same  matter  set  in  a 
more  original  and  effective  way.  Set 
m Taylor  Gothic  and  Roman.  6 Point 
Border  No.  603. 

Plate  No.  93  is  a reproduction  of  an 
advertisement  seen  in  almost  every 
leading  publication.  It  does  not  ad- 
vertise the  article  sufficiently  promi- 
nently for  a glance  to  know  what  it  is 
driving  at.  Plate  No.  94  is  likely  to 
sell  chocolate.  Heading  in  Taylor 
Gothic.  Full  Face  line  in  Erratick, 
balance  in  Roman.  8 Point  Florentine 
Border  No.  170. 

Plate  No.  95  is  a reproduction  of  a 
conventional  announcement.  Plate 
No.  96  gives  the  same  matter  in  an 
effective,  if  not  very  dignified,  way. 
Set  in  Erratick  and  Erratick  Outline. 
24  Point  Ipsen  Border  No.  134. 

Plate  No.  97  is  a reproduction  of  a 
well-known  advertisement.  Plate  No. 
98  presents  the  same  matter  in  a more 
effective  way.  Set  in  Howland  Open 
and  Ronaldson.  6 Point  Barta  News- 
paper Border  No.  205. 

Plate  No.  99  presents  the  usual  con- 
ventional and  ineffective  form  of  real 
estate  advertising.  Plate  No.  100  is 
likely  to  bring  business.  Set  in  Gothic 
Condensed  No.  ii  and  Ronaldson 
Condensed.  12  Point  Border  No. 
1209. 

Plate  No.  loi  is  one  of  the  original 
Stewart  advertisements.  This  adver- 
tisement was  excellent  in  its  day,  but 
there  is  no  reason  why  this  same  form 
should  be  used  at  the  present  time,  and 
Stewart  probably  would  not  have  used 
it  were  he  alive  to-day.  Plate  No.  102 
presents  the  same  matter  set  in  a more 
effective  and  striking  manner.  Set  in 
De  \’inne  Extra  Condensed  and  De 
Vinne.  12  Point  Ipsen  Border  No. 
136. 


Doing  Your  Own  Printing 

“ Do  not  for  yourself  what  others  can  better  do  for  you  ” 


HE  printer  prints,  for  it  is  his  business. 

It  is  your  business  to  do  business,  and  none  of  3'our  business  to  do 
an^’bod^^’s  else  business. 

Perhaps  the  cheap  patent  medicine  maker  can  economically  estab- 
lish a printing  plant.  He  should  have  enough  printing,  largely  of  one 
kind,  to  keep  several  presses  running,  and  ver}’  likely  b^’ establishing  a printing  office 
of  his  own  he  can  save  printer’s  profit. 

A few  insurance  companies  think  that  the}"  can  do  their  own  printing  cheaper  than 
a printer  can  do  it  for  them,  and  very  likely  they  can  do  the  bulk  of  it  economical!}'. 

Not  one  large  concern  in  a thousand  can  afford  to  do  its  own  printing. 

Office  rugs  wear  out,  and  perhaps  it  would  not  cost  a great  deal  of  money  to  have 
a rug-making  room  on  the  premises;  but  it  would  be  much  cheaper  to  buy  those 
rugs  of  a regular  rug  maker.  Few  manufacturers  make  their  own  gas,  naturally 
assuming  that  the  gas  maker  can  make  better  gas  cheaper,  make  a profit  on  it,  and 
yet  sell  it  to  them  at  a cost  less  than  the  expense  of  making  it  for  themselves. 

A printing  office  without  a good  foreman  is  not  worth  the  room  it  occupies,  and  a 
good  foreman  is  worth  two  thousand  dollars  a year.  The  foreman  requires  a perma- 
nent position,  and  a part  of  your  men  will  not  work  as  transients;  consequently,  when 
your  printing  office  is  not  busy  it  is  a source  of  heavy  loss  to  you.  It  costs  not  less 
than  twenty-five  thousand  dollars  to  properly  stock  a printing  office,  and  a good 
assortment  of  type  cannot  be  purchased  for  less  than  five  thousand  dollars. 

The  interest  on  the  investment  of  your  printing  office  will  probably  cost  you  more 
than  the  profit  you  pay  your  printer.  A printing  office  around  a place  of  business  is 
a nuisance  anyway,  and  when  you  reckon  up  the  expense  of  it,  you  must  charge  in 
the  annoyance  and  the  time  it  takes  you  to  generally  supervise  it.  New  type  faces 
are  being  bought  almost  every  day;  and  if  your  office  is  up  to  date,  you  ought  to 
reckon  a daily  expense  often  dollars  for  new  stufi',  and  stock  wearing  out. 

No  business  house  can  afford  to  have  a printing  office  around  unless  there  is  a vast 
amount  of  composition  and  presswork  sufficient  to  keep  the  office  busy  at  all  times. 

The  successful  printing  office  depends  upon  its  foreman;  and  the  ]'>rinting  office 
attached  to  your  establishment,  doing  only  your  own  printing,  requires  as  high  a 
grade  of  talent  for  its  management  as.  an  extensive  general  printing  jilant,  and  you  are 


DOING  YOUR  OWN  PRINTlNCi 


637 


sinipl}'  piiyini;'  incli\  iclually  lor  wliat  most  I'lrms  liirc  of  the  general  ]')riiitcr,  wlio  must 
maintain  a high  standard.  In  these  days  of  eompetition  the  printer  doesn’t  make  mueh 
jirolit,  and  yon  must  do  a great  amount  of  printing  to  make  the  saving  of  the  printer’s 
profit  pay  you  for  the  annoyanee.  Unless  your  printing  establishment  is  as  well 
equipped  as  the  regular  printing  ofliee,  you  cannot  secure  the  style  of  typographical 
display  nor  the  quality  of  work  that  a regular  printing  establishment  can  give  you. 

You  may  feel  obliged  to  keep  your  printing  otlice  busy,  and  by  saving  money  in 
that  direction,  waste  it  in  producing  a superabundance  of  unnecessary  printed  matter. 

Theoretically,  it  is  the  correct  thing  to  do  your  own  printing,  but  practically  it  is 
one  of  the  most  foolish  ways  of  attempting  to  save  money.  Your  printing  office  must 
necessarily  carry  a limited  number  of  men;  it  therefore  has  not  extensive  facilities 
at  its  command,  and  cannot  rush  a large  job  through  as  rapidly  as  can  a hrst-class 
printing  establishment.  As  far  as  the  writer  knows,  a private  printing  plant  has  never 
been  successful,  and  has  never  been  long  continued,  by  mercantile  houses  except 
those  which  have  a very  large  quantity  of  regular  and  continuous  printing. 

The  practice  of  carrying  on  a printing  plant  for  the  setting  of  the  firm’s  advertising 
has  less  excuse  for  existence  than  the  plant  for  mercantile  printing  only,  because  any 
printing  office  of  this  kind  is  not  and  cannot  be  sufficiently  large  to  insure  diversity 
of  style,  and  in  a very  short  time  it  will  turn  out  work  of  unprofitable  sameness. 

The  absurdity  of  maintaining  such  a plant  is  apparent  when  it  is  remembered  that 
it  is  necessary  for  you  to  have  nearly  as  much  type  for  your  own  work,  so  far  as  dis- 
play is  concerned,  as  must  be  carried  by  a regular  printing  office,  and  that  this  t3’pe 
is  used  for  you  only;  consequently  it  is  in  use  onl}"  part  of  the  time,  and  cannot,  like 
type  in  a regular  offiee  doing  work  for  more  than  one  customer,  pay  a profit. 

The  claim  that  running  3’our  own  office  gives  an  individuality  to  your  printing  is 
absolutely  absurd,  for  the  type  that  you  have  anybody  else  can  have,  unless  you  pa}’ 
several  thousand  dollars  to  have  type  cut  for  you.  Original  type  is  not  to  be  indis- 
criminately recommended,  for  the  most  original  faces  nowadays  are  not  legible.  A few 
mercantile  houses  are  able  to  keep  a job  press  in  motion  for  the  printing  of  their  sta- 
tionery, but  electrotypes  are  used,  the  composition  being  done  at  some  printing  house. 

The  office  boy  is  made  pressman,  and  the  bookkeeper  and  cashier  are  the  super- 
visors. Such  an  office  is  a great  attraction  to  flies,  and  unless  a separate  office  is 
given  up  to  this  press,  printer’s  ink  makes  its  appearance  on  the  ledger  and  walls. 

If  a first-class  pressman  is  hired,  the  expense  may  be  much  greater  than  the  cost 
of  paying  for  the  work  elsewhere. 

Doing  your  own  printing  does  not  generally  pay.  First,  because  you  do  not  have 
enough  of  it.  Second,  because  it  costs  too  much  for  the  plant.  Third,  because  of  the 
annoyance  of  taking  care  of  the  printing  office.  Fourth,  because  it  runs  the  style  of 
your  printing  into  a rut.  Fifth,  because  the  printing  business  belongs  to  the  printer, 
and  in  nine  hundred  and  ninety-nine  cases  out  of  a thousand,  he  can  do  your  printing 
for  you  better,  cheaper,  and  quicker,  — and  make  a handsome  profit,  — than  you  can 
do  it  for  yourself. 


City  Publicity 

“ From  the  town  came  the  city  ” 


ITY  buyers  comprise  six  classes  of  people. 

First,  the  rich;  and  there  are  but  few  of  them. 

Second,  the  ver3’-well-to-do;  and  there  are  many  of  them. 

Third,  the  fairly- well-to-do;  there  are  a great  many  of  them,  for  the^' 
comprise  the  great  middle  class  of  ever}^  country,  and  among  them 
are  all  business  and  professional  men,  and  clerks  earning  not  less  than  a thousand 
dollars  a 3'ear. 

Fourth,  the  under-clerk,  who  very  likely  is  under  age,  and  the  better  class  of 
laborers. 

Fifth,  the  unskilled  laborer  or  factor}^  hand  and  shop  girl. 

Sixth,  the  extremely  poor  and  ignorant. 

The  first  and  last  class  deserve  no  advertising  consideration,  because  there  are  too 
few  of  the  first,  and  the  condition  of  the  last  reduces  them  to  the  level  of  bu^’ers  of 
necessities  only. 

The  paper  claiming  to  reach  onl}^  the  wealthy  cannot  have  much  circulation. 

The  publication  catering  wholly  to  real  blue-blood  may  reduce  its  circulation  to  a 
dozen  families,  while  the  paper  that  pretends  to  be  blue-blooded  may  have  an  enor- 
mous circulation,  if  it  is  shrewd  enough  to  mix  its  blood  in  proportion  of  one  to  a 
million,  the  million  representing  the  people  who  are  good  enough  as  they  are  and 
have  no  business  tr3’ing  to  ape  the  aristocracy  which  is  too  proud  of  its  ancestry  to 
allow  anybody  to  know  anything  definitely  about  it. 

In  some  proportion  these  six  classes  exist  everywhere,  and  therefore  bu}’ers  can  be 
divided  again  into  six  classifications. 

First,  residents  of  metropolitan  cities. 

Second,  residents  of  large  cities. 

Third,  residents  of  country'  cities  or  ver^'  large  countiy  towns. 

Fourth,  residents  of  country  towns  and  villages. 

Fifth,  residents  of  scattered  communities. 

Sixth,  mountaineers  and  dwellers  in  the  wilderness. 

Advertising  applies  only  to  the  first  five. 

In  this  department  must  be  considered  the  advertisements  directed  to  the  first  two 
classes  of  buyers. 


638 


CITY  rUHLICITV 


Great  city  residents  are  more  or  less  transient,  and  even  if  they  have  lived  lon^  in 
any  one  jdaee,  few  of  them  ean  elaim  permanent  rcsidenee  in  any  one  street,  d'hey 


Waterpacer’s 

The  Longevity  Gloves  we  offer 
to-day  are  not  as  good  as  the  Lon- 
gevity Gloves  we  offered  yesterday, 
V because  yesterday’s  were  a special 
lot,  and  the  maker  finds  it  doesn’t 
pay  to  make  any  more  like  them, 
but  to-day’s  gloves  at  98  cents  are 
better  than  any  gloves  we  ever  sold 
for  less  than  S1.50. 


arc  constantly  on 
move,  and  many  of 
arc  rich  to-day  and 
to-morrow. 

City  people  arc 
hurr}’,  and  arc  busy 
business  or  social 


the 

them 

poor 

i n a 
with 
func- 


Plate  No.  i. — -A  good  form  of  heading  and  introduction  where  it  seems  necessary  for  the 
firm  name  to  be  the  most  conspicuous  line.  Many  advertisers  prefer  to  have  the  top  line  set 
in  heavier  type,  but  that  is  optional.  Set  in  Old  Style  Roman.  14  Point  Barta  Border 
No.  282. 


tions;  they  do  not  have  as 
much  time  for  the  reading' 
of  advertisements  as  the 
residents  of  smaller  cities 
and  villages. 

It  is  extremely  difficult 
to  focus  city  trade  in  any 
one  store  and  keep  it  there. 

City  people  are  preem- 
inently shoppers  in  the 
worst  sense;  they  are  birds 
of  passage  going  from  store 
to  store  looking  for  bar- 
gains and  frequently  re- 


turning 


^ to  the  first  store 

they  entered.  There  are  a number  of  regular  buyers  who  run  accounts  at  one  or 
more  leading  stores,  and  seldom  enter  any  other  retail  establishments;  and  there 
are  enough  of  these  to  support  a reasonable  amount  of  advertising  directed  especially 
to  them. 

The  rank  and  file  of  people  reached  by  city  advertising,  because  they  are  in  the 
majority,  are  those  who  must  be  directed  by  advertising  each  time  they  go  shopping. 


vv 


4 Welcome,  Stranger  | 

Plate  No.  2. — A good  headline  for  city  advertisers  catering  to  country  trade.  Set  in  Johnson  Old  Style.  18  Point  Laurel  Border. 

A large  proportion  of  the  heavy  city  buyers  are  representatives  of  gingerbread 
aristocracy,  and  are  always  aping  those  in  better  standing. 


640 


FOWLER’S  PUBLICITY 


There  is  a class  of  very  intelligent  and  thoroughly  responsible  persons,  and  although 
they  are  in  the  minority  there  are  many  of  them,  that  arc  affected  by  the  most  dignified 

and  truly  artistic  styles  of  pub- 
licity. 

Every  large  city  has  a trading 
center,  and  the  larger  part  of 
display  advertising  is  generally 
limited  to  the  firms  not  more 
than  a mile  removed  from  that 
center. 


4 


m 


m 


The  store  of 
Ererythiiig* 


Plate  No.  3. — A fairly  good  general  title  or  headline,  and  one  which  can  be  used 
as  a sort  of  trade-mark.  Set  in  Poster  Roman  No.  42.  12  Point  Laurel  Border 

No.  2. 


Advertising  for  city  trade  is 


absolutely  necessary,  and  no 
large  retail  business  has  ever 
been  conducted  successfully 
without  it.  While  advertising  is  necessary  in  the  small  country  towns,  the  country 
merchant  has  been  known  to  get  along  without  it  because  everybody  knows  where 
he  is  and  what  he  sells,  and  his  trade  may  be  permanent  and  regular;  but  in  the  city 
conditions  demand  a constant  and  everlasting  flow  of  advertising  matter,  and  justify 
the  use  of  full  columns,  whole  pages,  and  even  several  pages. 

Magnitude  counts  in  city  publicity,  and  the  large  advertisement  is  read  and  followed 
more  than  a smaller  one  that  is  much  better  written. 

The  writer  has  acted  as  referee  in  advertising  contests  where  prizes  were  awarded 
to  persons  who  selected,  in  advance  of  his  decision,  the  specimens  selected  by  him  as 
being  the  best.  The  conditions  did  not  e.xclude  small  advertisements,  and  in  follow- 
ing the  rides  laid  down  the  referee  was  obliged  to  select  some  of  the  smaller 


To-day’s  Hats 

All  the  beautiful  crowning  creations  of  the  day 
with  designs  of  simplicity  and  executions  in  high 
art  are  arranged  in  exhibition  form  for  your  appre- 
ciative inspection. 


Plate  No.  4. — A somewhat  flowery  form  of  advertising,  but  one  which  is  often  justifiable.  Set  in  Prencli 
Elzevir  No.  i.  iS  Point  Barta  Border  No.  241. 


announcements.  lie  was  amazed  to  find  that  public  preferences  were  almost  e.xclu- 
sively  in  favor  of  full  columns  and  fidl  pages,  even  when  these  advertisements  were 


CITY  PUBLICrJ’V 


641 


poorly  written  and  poorly  displayed.  These  tests  prove  conclusively  that  city  adver- 
tisements pay  in  proportion  to  their  size. 

The  largest  heading  type  is  recommended,  and  the  boldest  statements  consistent 
with  truth. 

The  newspapers  offer  the  only  indispensable  method  of  city  publicity  to  the  retail 
advertiser,  and  are  considered  necessary  by  the  general  advertiser  to  the  spreading  of 


i Soup 

I What’s  the  good  of  making  | 
I soup  when  you  can  get  the  | 
I soup  you  want  ready  made  | 
I for  you?  I 

i ^ 

% 


Plate  No.  5. — An  effective  form  of  display  and  one  which  can  be  used  where  the  article  advertised  does  not  require  more  than  one  or  two 
short  words.  It  well  illustrates  the  advantage  of  the  largest  type  for  the  headline,  which  is  sure  to  bring  the  eye  to  the  advertisement. 
Heading  in  Howland.  Reading  matter  in  De  Vinne.  Combination  Dragon  Border  No.  27. 


his  advertising  over  a large  local  territory.  Unless  the  advertisement  is  a professional 
card,  it  should  be  changed  every  day. 

When  advertising  more  than  one  thing  at  a time,  give  each  article  a space  by  itself. 

Advertise  in  dull  times  as  well  as  in  good  times,  for  cit}"  people  are  obliged  to  buy 
necessities,  and  they  have  no  facilities  whatever  for  raising  anything.  They  are 
simply  dependent  upon  the  stores. 


642 


FOWLER’S  PUBLICITY 


*T4  «74 

!//?/  a IV atch  § 


KK 

■>9 

>74 

*74 

*^ 


Plate  No.  6. — A good  form  of  headline  expression  and  ap- 
plicable to  almost  any  line.  Set  in  Johnson  Old  Style  Italic. 
12  Point  Collins  Band  No.  202. 


Even  though  the  advertiser  may  not  believe  in  sensation,  he  need  not  be  afraid  to 
use  the  largest  type  and  to  make  strong,  honest  statements. 

There  are  few  stores  in  any  city  so  high 
toned  as  not  to  be  patronized  by  the  middle 
classes. 

Any  good  form  of  advertising,  so  long  as 
it  is  not  vulgar  nor  dishonest,  will  pay  in 
a metropolitan  city. 

Each  advertisement  must  give  informa- 
tion, and  tell  what  is  a specialty  for  the  day. 

Comparatively  few  city  folks  pay  any  attention  to  the  general  advertisement.  They 
expect  and  demand  the  announcements  of  specialties. 

A large  proportion  of  city  people  wait  for  the  special  announcements  before  buying, 
and  buy  of  the  first  man  who  advertises  what  they  want. 

Do  not  make  the  fatal  mistake  of  some  conservative  advertisers  who  believe  that 
city  people  are  intelligent  and  country  people  fools,  and  therefore  use  long  words  and 
high-flown  sentences  for  their  city  advertising,  and  simple  expressions  for  their 
country  advertising. 

As  a rule  city  people  are  far  below  country  folks  in  average  intelligence  and  educa- 
tion, and  they  demand  heroic  advertising  treatment. 

One  can  rule  the  country  woman  by  coaxing  her,  but  one  must  club  the  city  woman 
if  he  would  handle  her. 

The  country  woman  will  read  and  ponder,  and  come  to  see  the  advertiser  a long 
time  after  he  has  advertised,  but  the  city  woman  reads  the  paper  at  the  breakfast 
table  and  comes  directly  to  the  store  or  she  does  not  come  at  all. 

Continuous  advertising  and  keeping  everlastingly  at  pounding  the  virtue  of  the  goods 
into  the  reader  are  absolutely  essential  to  profitable  city  publicity. 

The  illustrations  in  this  department  present  a few  forms  of  city  publicity,  while 
the  entire  contents  of  the  book  pertain  to  it. 


Country 


Town  Publicity 

“ Dwellers  in  the  open  ” 


HERE  cannot  be  an  arbitraiy  dividing  line  between  the  city  and  the 
coiintr}’.  Each  merges  into  the  other.  To  find  their  point  of  diver- 
gence would  be  as  difficult  as  to  point  to  the  point  between  daylight 
and  night. 

City  people  live  in  the  country,  and  country  people  live  in  the  city, 
of  both  places  temporarily  change  loeations. 

So  far  as  advertising  is  coneerned,  country  town  publicity  may  be  considered  the 
local  advertising  that  is  done  in  any  place  small  enough  to  have  a common  commer- 
cial center  with  no  well-defined  radiating  lines  of  business,  practically  everything 
being  sold  and  purchased  at  stores  not  more  than  a half  a mile  removed  from  one  an- 
other, the  buyers  seeing  almost  exelusively  those  who  habitually  live  within  the  town 
limits  or  in  the  surrounding  country. 

Country  newspapers,  and  they  must  be  considered  primarily  in  countr}"  advertis- 


and  residents 


Plate  No.  i. — A not  very  original,  and  yet  effective,  catchline,  which  can  be  used  permanently  or  occasionally.  Set  in  De  Vinne  Extra 
Condensed.  12  Point  Ipsen  Border  No.  135. 


ing,  are  those  publieations  usually  printed  but  once  a week  and  known  as  the 
country  weeklies,  and  the  newly  created  country  dailies  which  are  springing  up 
everywhere. 

Full}"  one  half  of  all  the  publications  in  America  are  called  “Country  News- 
papers.” 

The  country  town  advertiser  runs  a retail  store  not  far  from  the  post  office  and  as 
near  as  possible  to  the  trade  center. 

Many  of  these  stores  have  the  appearance  of  a large  city  store,  and  are  conducted 

643 


644 


FOWLER’S  PUBLICITY 


along  the  lines  of  city  management.  A certain  proportion  of  them  are  as  large  and 
do  as  great  a trade  as  the  city  stores  of  the  same  kind. 

A law  never  yet  appealed  from  commands  that  ever}'  local  merchant  advertise. 


OliV^Fs 


Plate  No.  2. — It  is  a good  plan  to  have  the  words  in  the  heading  begin  with  the  same  letters,  provided  sense 
is  not  injured  and  euphony  is  increased.  Headlines  which  speak  well  are  almost  always  effective.  Set  in  Samoa, 
a type  which  must  not  be  used  in  advertising  unless  the  words  printed  admit  of  legibility.  10  Point  Caxtorr 
Border  No.  238. 


There  are  comparatively  few  country  stores,  excepting  the  few  at  the  cross  roads, 
which  do  not  continuously  advertise  in  the  local  newspapers. 

Many  a large  city  store,  because  of  its  location  on  the  outskirts  in  a district  where 
there  are  no  newspapers,  finds  itself  barred  out  from  general  advertising  because 
there  are  no  mediums  at  its  disposal  that  are  exclusively  devoted  to  the  territory  it 
depends  upon.  The  great  city  daily,  circulating  all  over  the  city,  but  without  a 
special  edition  for  that  district,  can  offer  to  this  store  but  a small  proportion  of  the 
total  value  of  its  advertising  space,  and  the  firm  cannot  afford  to  pay  full  advertising 
rates  for  a partial  service. 

No  condition  like  this  arises  in  the  country. 

Every  country  store  is  in  the  country  center. 

Every  country  newspaper  reaches  only  natural  buyers  for  that  store. 

The  country  advertiser  has  a small  territory  to  cover,  and  there  are  practically  no 
mediums  circulating  in  his  territory  that  can  reach  any  other  class  of  customer  than 
his  own. 

The  country  advertiser  has  the  advantage  of  knowing  that  his  advertising  cannot 
be  scattered.  It  cannot 
get  outside  of  the  limits 
of  its  territory,  because 
the  publication  contain- 
ing it  has  no  circulation 
elsewhere. 

The  owners  of  the 
country  department  or 
dry  goods  stores,  and 
the  dealers  in  boots, 
shoes,  drugs,  candy, 
bread,  books,  furniture, 
clothing,  coal,  wood,  hay,  straw,  hoes,  rakes,  carpets,  carriages,  dishes,  fish,  flowers, 
fruit,  hats,  groceries,  stoves,  lumber,  milk,  jewelry,  toys,  and  every  other  article  of 
necessity  or  luxury,  find  that  they  must  advertise  locall}'  partly  because  advertising 


^ ^ ^ ^ 

Quality  Suits 

Guaranteed  all  over.  Sensible,  seasonable, 

^ superlative  style  of  longest  durability. 

^ y-  y^  y^  y^  y^  y^  y^  y^  y^ 

Plate  No.  3. — It  pays  to  use  the  word  “quality”  considerably,  generally  in  the  heading,  and 
often  in  the  reading  matter.  Set  in  Taylor  Gothic.  12  Point  Bird  Border  No.  267. 


COUNTRY  TOWN  I’URLICITY 


645 


pays  anyway,  and  partly  because  eyerybod}’  else  adyertises.  Ninety-nine  per  cent,  of 
the  yalid  excuses  for  not  adyertising  presented  by  lar<j^e  city  merchants  arc  not 
applicable  to  country 

1 SERGE  Certainty 

-nil  ■"  W im  III  ■ 4M’^— H4— J 


Plate  No.  4. — Any  expression  like  “Certainty,”  “Surety,”  “Guaranty,”  or  “Warranted,” 
attracts  country  people  and  assists  in  bringing  business.  Set  in  Concave  No.  2.  6 Point  Floren- 
tine Border  No.  169. 


town  business  men. 

Physicians,  dentists, 
insurance  agents,  law- 
3'ers,  d r e s s m a k c r s , 
plumbers,  carpenters, 
and  those  representing 
the  professions  or  the  laboring  trades  adyertise  more  or  less.  The  only  argument 
against  countiy  adyertising  for  country  sellers  and  workers  is  that  because  eyerybody 
knows  they  are  there  and  what  they  haye,  they  do  not  need  to  continuously  tell  the 
story. 

The  Hying  adyertising  argument  of  half  a million  continuous  local  adyertisers 
tramples  into  the  mud  of  total  annihilation  the  logic  of  the  few  men  who  think  they 
know  more  than  the  many. 

The  smaller  the  town,  if  it  be  of  any  business  size,  the  more  advertisers,  because 
the  more  opportunity  of  reaching  everybody  by  advertising. 

Country  trade  is  more  settled  than  city  trade,  and  likes  and  dislikes  remain  more 
permanent;  but  for  all  that,  country  people  are  continuously  leaving  one  store  to  give 
their  regular  trade  to  another,  or  they  are  purchasing  a part  of  their  goods  at  differ- 
ent stores. 

Dissatisfaction  is  constantly  arising  and  changes  are  always  being  made. 

It  is  necessary  to  keep  the  business  constantly  before  the  public. 


aty  Prices 

Regular  cash  city  prices  for  everything.  There’s  little  you 
need  and  less  you  want  we  do  not  have  in  sufficient  quantity. 


Plate  No.  5. — A conventional  form,  but  one  of  great  business  assistance,  and  which  cannot  be  easily  over-used.  Heading  in  Howland. 
Reading  matter  in  Ronaldson  Condensed.  iS  Point  Collins  Border  No.  200. 

The  newcomers  must  be  reached,  and  advertising  is  the  only  sure  way  of  bringing 
them  to  the  store. 


646 


FOWLER’S  PUBLICITY 


The  firm  name  should  not  be  made  too  prominent,  and  the  article  for  sale  should 
occupy  the  bulk  of  the  space  and  come  under  the  largest  headline. 

Country  people  are  buying  all  the  time,  and  all  the  time  is  the  time  to  advertise. 

However  profitable  or  unprofitable  the  swindling  methods  of  some  large  city  ad- 
vertisers may  be,  honesty  is  the  only  thing  that  will  pay  in  the  country. 

The  country  advertiser  knows  some  of  his  customers  and  all  of  his  customers 
know  him;  there  should  therefore  be  a genuine  cordiality  in  the  advertising. 

The  local  newspaper  is  the  one  indispensable  medium.  Circulars  and  other 
printed  matter  must  be  in  good  taste  and  always  delivered  under  seal,  personally 
addressed. 

Country  people  despise  the  flyer  promiscuously  circulated  as  much  as  do  city 
people. 

The  illustrations  of  this  department  directly  pertain  to  “ Country  Town  Publicity,” 
and  almost  the  entire  contents  of  the  book  are  applicable  to  it. 


Keep  on  the  Line 

“ March  in  the  track  of  custom  ” 


tIE  writer,  in  his  early  da3’s,  was  a soldier  of  peace,  because  he  was 
not  born  soon  enough  to  be  a soldier  of  war. 

In  the  State  of  his  birth  he  served  in  the  ranks,  and  out  of  the  ranks. 
He  will  never  forget  the  training  of  military  discipline. 

The  writer  remembers  one  of  the  most  refreshing  and  delightful 
military  orders,  after  a hard  march  on  a dusty  road,  with  a heavy  gun  on  his  shoulder. 
Along  the  line  came  the  cheering  command, 

“ Carry  Arms,  Order  Arms,  In  Place  — Rest!  ” 

Then  eveiy  man  did  as  he  chose,  provided  he  kept  one  foot  on  the  line. 

He  could  talk  with  his  neighbor. 

He  could  lie  down. 

He  could  joke. 

He  could  laugh. 

He  could  drink  pink  lemonade. 

But  one  foot  must  be  on  the  line,  so  that  when  the  command,  Attention!  ” came, 
every  man  had  part  of  him  in  place,  and  onl^’  had  to  drag  the  other  part  of  him  into 
line. 

The  discipline  of  the  rank,  without  its  pomp  and  show,  should  be  a part  of  business 
life,  and  nearly  ever}' successful  house,  while  not  run  b}’  arbitrar}’  commands,  is  under 
the  rule  of  just  discipline  and  orders  of  judgment. 

Let  the  man  of  originality  throw  his  arms  upward,  and  look  into  the  clouds,  and 
plan  his  future  by  the  visions  of  the  sky. 

It  will  do  him  good. 

No  man  with  both  feet  constantl}'  on  earth  can  ever  rise  above  the  earth. 

But  let  this  man  of  vision  always  have  one  foot  on  the  line,  one  foot  firml}’  planted 
on  the  earth  of  conservative  certainty,  and  let  him  branch  out  as  he  will  with  his 
arms,  and  even  with  his  other  leg,  but  never  must  more  than  a part  of  him  be  off  the 
line  of  business. 

It  is  the  business  of  every  business  man  to  be  in  a position  to  return  to  where  he 
was  when  the  command  of  business  calls  “Attention!  ” 


647 


The  Desk 


“ The  stand  of  business  ” 


IIE  desk  of  business  hasalways  aceompanied  business.  If  a desk  were 
not  a necessity  it  is  obvious  that  there  would  not  be  a desk.  The  busi- 
ness man’s  books  can  be  kept  on  a barrel-head.  Business  can  be  trans- 
acted over  the  rail  of  a fence.  But  as  long  as  bookkeepers  and 
business  men  positively  refuse  to  do  business  without  a desk,  it  is  fair 
to  consider  the  business  desk  a business  necessity. 

Practically  all  accounts  and  all  negotiations  of  every  class  arc  done  in  the  com- 
pany of  one  or  more  desks,  or  the  equivalents  of  desks. 

The  traveling  salesman  finds  the  buyer  at  his  desk.  The  client  finds  his  lawyer  at 
his  desk.  The  editorial  caller  finds  the  editor  at  his  desk.  Desks  are  everywhere, 
used  by  everybody,  and  yet  not  one  man  in  ten  thousand  appreciates  what  may  be  con- 
sidered the  business  sacredness  of  the  desk.  Order  is  the  first  law  of  Heaven.  It  also 
is  the  first  law  of  successful  business.  A convenience  is  hardly  worthy  of  the  name 
unless  it  be  an  orderly  convenience.  Convenience  without  order  is  not  convenience. 

The  character  of  a man  is  not  always  known  by  the  clothes  he  wears,  nor  by  the 
desk  he  uses,  but  as  the  man  is  dressed  so  may  he  be  judged.  The  appearance  of 
business  is  often  estimated  by  the  appearance  of  the  desk.  The  old  idea  of  judging 
a man’s  character  by  the  company  he  keeps  has  been  carried  down  to  business,  and 
a man  must  be  known  to  some  extent  by  his  business  surroundings. 

A well-kept  man  in  front  of  a well-kept  desk  is  some  evidence  of  a well-kept  busi- 
ness, and  a poorly  kept  man  in  front  of  a poorly  kept  desk  is  some  evidence  of  a badly 
kept  business.  True,  millions  have  been  made  amid  surroundings  of  disorder,  but 
the  grand  old  law  of  averages  is  safer  to  follow  than  the  rule  of  exceptions,  and  so 
long  as  a well-in-order  desk  seems  to  be  a part  and  parcel  of  a wcll-in-order  business 
it  will  seem  necessary  that  attention  to  desk  management  be  considered  somewhat 
on  a par  with  attention  to  business  management.  A poorly  kept  desk  means  a waste 
of  time.  Figure  it  out,  if  you  will.  If  the  desk  is  out  of  order  it  probably  takes 
you  a half  an  hour  a day  to  find  the  things  you  would  find  if  your  desk  were  in 
order,  and  half  an  hour  a day  is  three  hours  a week,  and  156  hours  a 3'car,  or  the 
equivalent  of  somewhat  more  than  a half  of  a month  of  actual  business  time.  The 
man  with  a well-kept  desk  can  enjo}'  an  extra  two  weeks’  vacation  without  using  up 
any  more  business  time  than  the  man  with  the  desk  out  of  order. 

64S 


Addressing  and  Mailing 


■ A sioocl  address  ” 


O the  majority  of  tirms  a mailing  outfit  is  a time-saving,  labor-saving, 
and  money-saving  convenience.  The  chief  expense  is  for  the  type. 
A hundred  pounds  of  type  will  set  about  one  thousand  names  and  ad- 
dresses. The  best  mailing  type  is  an  imitation  of  typewriting,  as 
shown  in  the  illustration.  It  is  extremely  legible,  and  is  of  the  lowest 
price  for  its  size.  It  is  commercially  known  as  Time-saving  mail  list  type.” 

The  illustration  is  set  in  the  correct  width  for  a mail  list  such  as  commonly  used  by 
periodicals  and  business  houses. 

After  the  type  is  set  it  may  be  operated  by  two  methods:  first,  by  mailing  machines, 
costing  from  ten  to  eighteen  dollars,  which  print  the  addresses  directly  upon  the 
wrapper,  or  upon  the  publication;  and  second,  by  the  better  and  quicker  method  of 
label  pasting,  the  names  being  printed  upon  slips  of  paper  which  are  pasted  together 
and  are  then  automatically  run  through  a mailing  machine,  which  pastes,  cuts,  and 
sticks  the  address  upon  the  wrapper,  envelope,  or  other  matter. 

These  mailing  machines  cost  about  twenty  dollars. 

An  expert  mailer  can  stick  six  thousand  addresses  an  hour,  and  many  a novice  can 
work  the  machine  at  half  that  rate. 

There  is  a very  convenient  and  inexpensive  wrapping  machine  made  at  a cost  of 
from  four  to  five  dollars,  which  is  recommended  to  all  who  use  wrappers. 

It  is  obvious  that  with  a correct  mailing  list  in  type  mistakes  cannot  possibly  occur, 

nor  are  names  likely  to  be  omitted,  and  it  is  well  known  that  

even  the  most  expert  hand-addresser  frequently  misdirects 
and  omits. 

With  a mailing  machine  and  addresser  in  t3'pe  from  thirty 
to  sixty  thousand  circulars,  postal  cards,  and  other  matter,  can 
be  mailed  in  a single  day. 

It  is  not  necessary  to  employ  a regular  printer  for  the  set- 
ting of  the  type,  for  any  bright  boy  or  girl,  in  an  hour’s  time, 
can  learn  to  set  it,  and  to  run  the  machine. 

It  takes  up  but  little  room,  and  after  the  list  is  once  in  type 
the  cost  of  dropping  names  and  adding  them  is  merely 
nominal. 


Theo .L.DeVinne  12Jan92 
NEW  YORK,  N.  Y. 

J.  S.  Cushing  30Mar22 
BOSTON,  MASS. 

Mershon  Brothers  70ct97 
RAHWAY,  N.  J. 

Pope  Bicycle  Co . 6Aug95 
Printing  Department, 
HARTFORD,  CONN. 

Henry  Jackson  19Apr96 
World  Uptown  Branch, 
NEW  YORK,  N.  Y. 


649 


Lithography 


“Nature  pictured  upon  her  own  imperishable  stones” 


HAT  it  is,  or  rather  what  it  will  do,  is  of  more  importance  than  who 
made  it,  or  the  history  of  its  conception  and  the  evolution  of  its  de- 
velopment, but  a few  remarks  of  a semi-looking-backward  character 
may  not  be  out  of  place  as  an  introduction  to  the  most  popular  art  of 
all  the  arts.  Lithography  was  invented  by  Alois  Senefelder,  who  was 
supposed  to  have  first  drawn  upon  stone  102  years  ago.  It  is  said  that  Simon  Schmidt, 
of  Germany,  and  William  Blake,  of  England,  employed  a similar  method  of  reproduc- 
tion six  years  before,  but  the  evidence  obtainable  gives  the  real  credit  of  the  discovery 
to  Senefelder.  In  1818  lithographic  work  was  somewhat  common,  and  several  Euro- 
peans were  practising  it  commercially.  Lithography,  now  almost  exclusively  con- 
fined to  advertising  and  to  illustrating  the  higher  grade  of  books,  was  originally  con- 
sidered solely  as  an  art,  and  in  the  composite  result  the  lithographer  classed  with 
the  artist,  and  invariably  added  his  name  to  the  reproduction  of  his  pencil  or  brush. 

The  fathers  of  the  present  generation  remember  the  advent  of  common  lithography, 
then  popularly  known  by  the  name  of  “ chromo,”  alleged  to  be  reproductions  of  art, 
wonderfully  and  fearfiilly  executed,  with  but  little  attempt  to  cop}'  the  depth  and 
meaning  of  the  original.  Probably  the  commercial  development  of  lithogi'aphy  is  due 
to  the  enterprising  periodicals  of  twenty-five  or  thirty  years  ago,  which  popularized 
the  chromo  by  distributing  it  as  a premium,  either  for  obtaining  new  subscribers,  or  to 
new  subscribers.  So  universal  did  publications  make  their  announcements  with 
chromo  ofiers  that  one  paper,  famous  in  its  day,  obtained  wide  notoriety  by  heading 
its  announcement  with  “ Positively  No  Chromos,”  and  as  that  paper  is  unheard  of  at 
the  present  time,  the  assumption  is  natural  that  “Positively  No  Chromos”  may  have 
stood  for  “ Positively  No  Circulation.” 

Lithography  in  its  earliest  days  was  artistic,  and  never  went  beyond  it.  The  lithog- 
raphy of  the  “epoch-of-premiums  ” was  a compromise  between  professional  art  and 
the  common  taste  of  the  general  people.  The  earlier  commercial  lithographs  illus- 
trated what  might  be  vulgarly  called  the  “ age-of-tomato-can-lithography.”  Lithog- 
raphy was  largely  confined  to  producing  the  cheapest  grade  of  stickers,  labels,  and 
hangers,  or  else  to  artistic  productions  of  the  highest  art.  There  appeared  to  be 
nothing  between  the  vulgar  in  business  and  the  art  of  the  artist.  Color  was  fairly 
whitewashed  upon  stone,  and  the  colors  of  Nature  were  distorted.  Color  seemed  to 

650 


LITHOGRAPHY 


651 


be  necessary,  and  the  more  colors,  apparentl}',  tlie  more  ^'alue.  "J’hc  writer  be^an 
his  career  at  the  be<>^innino-  of  art  in  commercial  lithography,  and  well  remembers  the 
hard  missionary  work  he  did  in  assisting  to  pro\'e  to  the  business  world  that  ctl'ective- 
ncss  of  color  was  in  the  proper  distribution  of  it,  and  perhaps  a few  of  the  tirst  real 
pictures  in  advertising  became  possible  through  his  earnest  endeavors. 

In  this  department  it  is  fundamentally  necessary  to  briefly,  and  in  a non-technical 
way,  tell  what  lithography  is,  and  to  describe  the  process  of  its  production. 

Lithography  may  be  considered  as  drawing  or  engraving  upon  stone  and  zinc,  and 
printing  from  these,  or  from  aluminum,  or  other  metal.  The  lithographic  stone  is  a 
lime  stone  of  the  closest  grain.  It  is  quarried  in  Europe  and  America,  the  best  stones 
coming  from  German}'.  It  is  cut  into  slabs  from  three  to  four  inches  thick,  and  in 
sizes  from  about  50  square  inches  to  nearly  3,000  square  inches,  but  the  largest  sizes 
of  good  quality  are  seldom  procurable.  The  stone  has  a dull  gray,  or  creamy  gray 
eolor.  Before  it  is  used  it  must  be  carefully  leveled  and  grained,  the  graining  being 
done  by  the  use  of  fine  sand  and  water,  until  the  surface  of  the  stone  is  as  smooth  and 
as  fine  as  the  best  drawing  paper.  The  lithographer  draws  upon  the  surface  of  the 
stone  as  he  would  make  pen  or  pencil  marks  upon  paper,  of  course  reversing  the 
drawing  from  what  it  will  be  when  printed.  He  uses  a crayon  composed  of  wax, 
soap,  tallow,  shell-lac,  turpentine,  and  lampblack,  the  whole  resembling  a hard  black 
tallow  candle  that  is  extremely  brittle.  He  handles  this  crayon  as  he  would  a draw- 
ing pencil,  marking  upon  the  stone  the  picture  to  be  printed,  and  in  case  the  picture 
is  to  be  of  more  than  one  color  he  must  draw  upon  each  stone  only  that  part  of  it 
representing  its  color;  that  is,  if  the  picture  is  to  be  ofi  ten  printings,  or  ten  colors, 
there  must  be  ten  distinct  and  separate  stones,  each  stone  containing  the  drawing  for 
only  one  color  or  tint,  and  each  drawing  must  exactly  follow  the  arrangement  of  the 
key,  or  pattern  stone,  so  that  the  result  of  all  the  printings  will  show  a harmony  of 
correctly  arranged  colors,  each  stone  printing  only  its  part  of  the  picture.  While 
there  must  be  a separate  stone  for  each  printing,  there  may  not  be  as  many  stones  as 
there  are  colors  or  shades  in  the  finished  result,  for  a lesser  number  of  stones  may  so 
blend  the  colors  as  to  produce  shades,  tints,  and  even  separate  colors.  Certain  finer 
drawings  upon  stone  are  made  with  the  pen,  and  with  ink  composed  of  the  same  in- 
gredients as  those  used  in  the  crayon,  but  containing  rather  more  grease.  All  drawing 
upon  stone  is  done  in  blaek,  and  has  nothing  whatever  to  do  with  the  color  or  colors 
of  the  lithograph.  The  drawing,  commercially  speaking,  may  be  said  to  be  a substi- 
tute for  the  type-face,  and  furnishes  something  for  the  printing  ink  to  adhere  to.  The 
lithographic  stone  with  drawing  on  it  presents  a smooth  surface,  as  the  lines  of  the 
drawing  are  not  sufficiently  raised  to  be  perceptible  to  the  touch. 

The  invention  of  lithography  is  due  to  a veiy  simple  law  of  Nature,  as  simple  as 
that  which  made  possible  the  discovery  of  the  telegraph.  Water  will  not  adhere  to 
grease,  nor  grease  to  water.  Grease  will  adhere  to  the  lithographic  stone,  but  water 
will  not  adhere  to  the  greasy  lithographic  ink.  The  lithograph  is  printed  upon  a press 
similar  to  the  ordinary  cylinder  printing  press,  but  better  made  and  of  a more  perfect 


652 


FOWLER’S  PUBLICITY 


register.  The  lithographic  stones  are  placed  in  the  press,  and  are  there  secured  in 
the  same  positions  and  in  about  the  same  way  as  the  electrotype,  or  type-form.  The 
motion  of  the  press  passes  the  stone  beneath  felt  rollers  saturated  with  water.  These 
rollers  moisten  the  surface  of  the  stone  with  the  exception  of  that  part  of  it  covered 
with  the  greasy  drawing.  The  stone  then  passes  under  the  inking  rollers,  and  as 
lithographic  ink  will  not  adhere  to  the  moistened  part  of  the  stone  the  rollers  only 
ink  that  part  which  the  water  has  not  touched,  or  the  drawing.  The  stone  is  then 
passed  under  the  printing  cylinder,  and  the  ink  upon  the  drawing  is  impressed  upon 
the  sheet.  So  perfect  is  lithographic  machinery  that  cheap  lithographic  work  can  be 
run  at  the  rate  of  from  8,000  to  10,000  impressions  a day,  and  the  highest  class  of 
work  at  about  5,000  impressions  a day.  A lithography  of  ten  printings  means  a pic- 
ture which  has  been  run  through  the  press  ten  distinct  times.  Proofs  are  generally 
taken  from  the  original  stones,  but  these  stones  are  seldom  placed  upon  the  press,  the 
printing  being  done  from  what  are  known  as  “transfers,”  and  any  number  of  transfers 
can  be  taken  from  the  original  stone,  the  original  stone  remaining  as  a sort  of  pattern. 
By  the  system  of  transferring  many  presses  can  be  running  the  same  color  at  the  same 
time,  and  any  multiple  of  four  can  be  printed  on  the  same  press  at  the  same  time, 
which  reduces  the  cost  of  press-work,  and  brings  lithography  down  to  a price  not 
far  removed  from  the  highest  class  of  letter-press  printing.  A lithographic  stone 
will  not  carry  more  than  from  10,000  to  25,000  impressions,  and  for  the  highest  class 
of  work  from  5,000  to  10,000  is  the  maximum.  If  the  stone  is  run  too  long  the  draw- 
ing shows  a wearing-off  appearance  fatal  to  good  work.  Lithographic  ink  is  similar 
to  ordinary  printing  ink,  but  of  finer  quality,  and  lithographic  paper,  while  of  the  same 
stock  as  other  paper,  is  firmer  and  stronger,  to  avoid  the  possibility  of  stretching. 
Lithography  may  be  of  only  one  printing  or  color,  or  of  many  printings  or  colors. 
There  is  a record  of  a lithograph  of  forty-two  printings,  but  comparatively  few  go 
through  the  press  more  than  ten  to  fifteen  times,  for  the  good  lithographer,  by  the 
blending  of  his  printings,  can  produce  almost  any  result  with  fifteen  printings.  A 
good  label  can  be  made  with  as  few  as  three  printings,  but  a complete  picture  requires 
as  many  as  six,  and  should  have  as  many  as  ten.  A very  good  scenic  effect  can  be 
given  with  eight  printings,  but  the  result  is  doubly  artistic  with  an  additional  three  or 
more  printings.  Strong,  startling  effects,  with  no  attempt  to  reproduce  Nature,  do 
not  require  more  than  five  or  six  printings. 

Immediately  following  this  department  appear  specimens  of  different  classes  of 
common  lithography,  also  an  example  of  the  “building  of  the  lithograph,”  or  a 
set  of  progressive  proofs. 

The  Use  of  Lithography 

CoMMERCiALi.Y  Considered,  lithography  ma}'  be  divided  into  lour  classes:  water 
color  effect,  oil  painting  effect,  black,  and  black  and  tint. 


litii()(;rapiiv 


653 


The  introduction  of  water  color  is  tlie  grandest  acliievenient  in  the  march  of  pro- 
gressive lithograph}’.  It  has  lifted  the  chromo  out  of  the  chromatic  class,  and  has 
placetl  it  upon  a practical  commercial  basis  of  art  in  business.  There  is  a delicacy, 
a daintiness,  a softness,  and  a pleasing  elfect  about  water  color  lithography  unreached 
by  anv  other  class  of  color  work.  The  water  cohn*  elfect  is  adaptable  to  every  class 
of  business  because  of  its  true  artistic  value.  It  is  both  artistic  and  businesslike, 
and  is  appreciated  by  every  class,  in  art  and  outside  of  art.  Water  color  lithography 
has  not  the  rough,  heavy,  manufactured  look  of  the  other  styles,  and  yet  it  gives  all 
the  distinctness  of  the  mechanical  drawing.  It  is  really  art-in-mechanics,  a blend- 
ing together  of  the  effective  and  of  the  fine.  Practically,  every  subject  is  adaptable 
to  the  water  color  effect,  and  even  the  mechanical  drawing  need  not  be  barred  out, 
for  while  the  mechanical  line  must  be  drawn  mechanically,  the  water  color  back- 
ground and  surroundings  intensify  the  mechanical  vividness,  and  serve  it  much  more 
acceptably  to  the  eye.  The  water  color  effect  in  lithography  is  not  yet  fully  appre- 
ciated, and  will  not  be  until  the  hard  world  of  business  softens  itself  to  the  refined. 
The  process  of  roughening  the  paper  after  it  is  printed  tends  to  blend  the  colors  more 
artistically,  and  gives  to  the  picture  a soft  appearance,  and  often  so  disguises  the 
lithography  as  to  make  it  difficult  for  the  receiver  to  tell  the  original  from  the  repro- 
duction. 

Lithography  of  the  second  class  includes  the  majority  of  the  common  work,  and  is 
supposed  to  represent  the  imitation  of  oil  painting.  When  done  well  it  rises  above 
the  commercial,  and  is  truly  artistic,  but  so  little  of  the  very  high-class  oil  painting 
lithography  is  executed  nowadays  as  not  to  be  worthy  of  consideration  from  a com- 
mercial standpoint,  particularly  when  the  same  result  in  effectiveness  can  be  pro- 
duced by  the  water  color  effect,  and  often  at  a lower  price.  In  this  class  must  be 
considered  the  label,  the  cheap  hanger,  and  all  other  kinds  of  inartistic  lithography. 

Commercial  stationery  lithography  is  often  engraved  and  printed  in  one  color,  or 
in  imitation  of  steel  engraving,  and  is  considered  at  the  close  of  this  department. 

The  fourth  class  is  largely  confined  to  portraits,  and  to  reproductions  of  news- 
papers, and  the  like,  thrown  into  relief  by  shading  and  tint. 

The  value  of  lithography  for  the  spreading  of  business  long  ago  passed  from  a 
question  into  a probable  necessity,  and  from  that  into  an  axiom.  Practically  every 
successful  advertiser  is  a consumer  of  color  work,  and  to  the  credit  of  lithography  it 
may  be  said  that  few  who  use  it  ever  give  up  using  it. 

There  is  life  in  color.  Color  attracts  the  eye,  and  immediately  appeals  to  the 
senses,  and,  commercially,  to  the  common  sense.  The  finest  engraved  picture  of  one 
color  is  not  commercially  as  valuable,  and  to  the  masses  half  as  attractive,  as  a repro- 
duction in  colors.  The  advertiser  may  be  an  artist,  or  he  may  think  he  is.  He  may 
have  a natural  or  an  artificial  refinement,  and  because  there  is  so  much  poorly  spread 
color  about  he  may  educate  himself  into  liking  the  black  and  white,  and  to  judging 
the  world  by  the  volume  of  his  own  mind,  and  deciding  that  his  likes  are  the  likes  of 
the  public.  He  must  come  out  of  himself,  and  stand  in  a room  ot  public  mirrors. 


FOWLER'S  PUBLICITY 


654 

that  he  ma}'  not  only  see  himself  as  others  see  him,  but  see  the  reflection  of  the  public 
taste.  Let  the  colorless  man  experiment  with  the  public,  and  before  he  has  walked 
an  investigative  mile  he  will  And  lined  on  both  sides  of  him  appreciation  of  color, 
and  an  appetite  for  color.  Nature  is  the  creator  of  color,  and  all  Nature  is  colored. 
Nature  never  presents  her  colors  in  single  tones,  but  always  in  groups,  or  in  blendings 
of  shades.  Color  is  allied  to  Nature,  and  the  nearer  Nature  is  brought  to  business 
the  more  natural  and  profitable  the  business. 

In  these  da3’s  of  overcompetition  and  unnatural  strife,  the  mechanical  and  technical 
are  presented  too  much  with  business.  They  have  their  use  in  the  factor^’,  in  the 
shop,  and  in  the  office,  but  the}'  shovdd  not  be  thrown  at  the  public  in  their  mechani- 
cal state.  The  buyer  of  a thing  is  not  the  maker  of  it;  he  is  interested  in  the  result, 
not  in  the  steps  to  the  result.  lie  does  not  care  how  a thing  was  made,  and  his 
interest  in  the  details  is  confined  to  his  understanding  and  willingness  to  understand. 
He  does  not  want  a still  life  engine,  he  wants  an  engine  of  motion.  The  picture  that 
appeals  to  him  is  the  one  that  shows  what  he  wants,  doing  what  he  wants  it  to  do, 
surrounded  with  the  surroundings  that  will  surround  it  when  he  bu3’S  it.  He  wants 
to  know  enough  of  it  mechanicall}'  to  know  what  he  is  bu3’ing,  but  he  wants  that 
mechanical  excellence  presented  to  him  in  the  way  that  will  be  easiest  understood. 

Lithograph}'  by  its  alliance  to  Nature  and  action  serves  the  mechanical  in  a natural 
wa}'.  The  object  of  advertising  is  to  be  seen,  and  that  which  holds  and  attracts  the 
sight  is  the  best  method  of  advertising. 

Lithography  in  small  editions  ma}'  be  expensive,  but  if  ordered  in  large  quantities 
it  costs  so  little  more  than  high-class  black  and  white  work,  as  to  forever  suggest  that 
there  be  color  in  all  advertising,  except  in  words  of  print. 

IMuch  of  the  strength  of  the  lithograph  is  in  the  design.  It  costs  as  much  to  en- 
grave a poor  picture  as  it  does  to  engrave  a good  one.  Not  one  advertiser  in  a 
thousand  appreciates  the  business  bringing  and  keeping  value  of  a picture  that  is  a 
picture.  Nine  tenths  of  all  the  lithographs  are  not  as  efl'ective  as  the}'  might  be 
because  the  advertiser  refuses  to  pay  for  one  or  more  extra  printings.  Even  the 
cheap  label  has  a depth  and  warmth  and  character  if  given  the  advantage  of  an  extra 
printing,  and  when  printed  in  large  quantities  the  additional  expense  should  not  be 
considered.  It  is  not  necessary  that  there  be  twelve  or  fifteen  printings,  but  there  is  a 
vast  difi'erence  between  giving  a subject  fifteen  printings  and  in  limiting  it  to  four  or 
five.  Sometimes  a startling  effect  can  be  produced  by  three  printings,  provided  the 
subject  is  not  a scene,  but  even  in  this  case  one  or  two  additional  printings  will  happily 
blend  the  lines  together,  and  by  giving  them  depth,  throw  them  into  the  boldest  relief. 

The  printing  of  the  lithograph  may  be  likened  to  the  dressing  of  a woman.  Upon 
the  set  of  the  underdress  of  woman  depends  the  appearance  of  the  outer  garments. 
The  more  carefully  she  is  dressed  beneath  the  coat  or  skirt  the  more  style  and  grace 
and  character  there  is  to  her  entire  carriage.  It  is  so  with  the  lithograph.  Give  it 
three  printings  when  it  needs  five  and  it  travels  in  its  underclothes.  Give  it  all 
the  underdress,  or  underprinting,  that  it  deserves,  and  it  stands  out  in  the  rounded 


LITHOGRAPHY 


655 


perfection  of  healthful  completeness.  It  is  better  to  hav'C  too  many  printings  than  too 
few,  for  no  sketch  was  ever  spoiled  by  too  many  printings,  and  more  than  half  of  them 
have  been  injured  by  the  false  economy  of  bad  reproduction. 

When  placing  his  order  for  lithography  the  adv'crtiscr  should  hrst  obtain  a picture, 
or  design,  either  from  his  lithographer  or  from  his  artist,  and  that  design  m;ist  be  satis- 
factory in  every  detail  before  any  attempt  is  made  to  lithograph  it.  Slight  changes 
can  be  made  upon  the  stone,  but  should  be  avoided. 

If  the  advertiser  is  bound  to  limit  the  cost,  then  he  should  inform  his  artist  or 
lithographer  before  the  design  is  made  how  many  printings  he  will  pay  for,  so  if  he 
is  unduly  economical  the  artist  may  be  able  to  partially  meet  his  requirements,  and  to 
produce  a sketch  of  blending  colors  with  fairly  good  results. 

Many  an  advertiser  becomes  much  impressed  with  some  painting,  and  desires  it  re- 
produced. Because  of  his  lack  of  knowledge  he  is  disappointed  at  his  discovery  that 
the  live  printings  he  paid  for  do  not  bring  him  a picture  equal  to  the  original. 

The  catalogue  cover  of  color,  or  the  calendar  mounting,  or  the  hanger,  if  of  striking 
design,  or  picturesque  effect,  attracts  from  the  distance,  draws  the  gazer  towards  it, 
and  impresses  its  reality  upon  him,  even  though  he  may  not  closely  examine  it. 

The  good  black  and  white  has  intrinsic  value.  The  good  colored  article  has  both 
intrinsic  and  cumulative  value.  The  catalogue  or  book  is  thrown  upon  the  table  or 
desk,  and  perhaps  becomes  a part  of  a heap  of  books.  If  the  design  upon  it  is  ex- 
quisitely beautiful,  and  of  only  one  color,  it  will  not  have  enough  drawing  power  to 
force  its  identity  upon  any  one  who  is  not  looking  for  it.  If  it  is  of  strong  and  har- 
monious color  it  is  attractive  both  to  the  one  who  is  looking  for  it  and  to  the  one 
who  is  not  looking  for  anything.  Lithography  offers  to  the  advertiser  the  opportu- 
nity of  better  presenting  his  goods  in  action,  or  rather,  of  better  presenting  his  goods 
in  Nature.  The  mechanical  picture  of  a parlor  stove,  even  though  presented  with 
the  most  carefully  drawn  surroundings,  in  black  and  white,  cannot  have  the  ruddy 
glow  of  indoor  cheerfulness,  as  will  the  same  stove  pictured  in  a room  with  color. 
The  picture  of  an  engine  drawn  with  mechanical  correctness,  and  surrounded  with 
natural  and  colored  scenery,  is  much  more  attractive  to  the  eye,  and  loses  none  of  the 
technical  advantage  of  a wholly  technical  illustration.  The  picture  of  a bicycle,  amid 
the  glories  of  all  outdoors,  will  sell  more  bicycles  than  a mechanical  drawing  of  it 
without  active  scener}'. 

Lithography  does  not  take  the  place  of  letter-press,  and  does  not  compete  with  the 
work-of-the-type.  It  occupies  a position  of  its  own,  and  is  no  more  in  competition 
with  other  work  than  is  sunlight  with  lampl  ight. 

There  is  no  limit  to  the  size  or  design  of  lithography. 

Lithography  is  adapted  to  mechanical  drawing,  to  hanger,  to  label,  to  poster,  to 
card,  to  book  illustration,  to  catalogue  pictures,  to  cover,  to  frontispiece,  and  to  every- 
thing except  descriptive  matter.  It  is  safer  for  the  business  man  to  follow  the  advice 
of  a good  lithographer  than  it  is  to  depend  upon  his  own  knowledge  when  deciding 
whether  or  not  to  use  lithography.  The  best  rule  to  follow  is  to  use  lithography 


656 


FOWLER’S  PUBLICITY 


wherever  it  can  be  used,  by  itself  or  in  connection  with  letter-press  work.  At  the 
close  of  this  department  appear  practical  specimens  of  the  principal  classes  of  modern 
color  work. 


Lithographic  Stationery 

The  first  printed  letter-head,  billhead,  and  letter  sheet  sprang  from  the  letter 
press,  and  to-day  ninety  per  cent,  of  all  business  stationery  is  but  the  result  of  the 
combination  of  common  paper,  press,  and  ink. 

This  is  true,  partly  because  this  kind  is  the  cheapest,  and  partly  because  compara- 
tively few  business  men  appreciate  the  commercial  advantage  of  art  in  stationery  or 
know  that  a high  grade  of  stationery  printing  costs  very  little  more  than  the  cheaper 
grades. 

The  steel-engraved  plate  is  very  costly,  and  printing  from  it  necessitates  an  expense 
of  from  half  a cent  to  a cent  for  each  impression  exclusive  of  the  paper,  and  bars 
from  most  business  offices  this  grade  of  stationeiy.  Modern  lithography  is  now  pro- 
ducing a class  of  engraved  work  in  close  imitation  of  the  steel  plate,  and  so  neat  and 
artistic  in  character  as  to  be  worthy  of  the  consideration  of  every  business  house. 

Where  there  is  a large  amount  of  stationery,  lithography  will  produce,  at  compara- 
tively small  expense,  the  highest  grade  of  dignified  forms,  which  are  not  only  busi- 
nesslike, but  give  to  the  firm  a stationery  characteristic  always  in  good  taste. 

The  printing  of  lithographic  stationery  is  the  same  as  the  process  used  for  color 
work,  but  the  original  stone  is  engraved  with  a steel  or  diamond  point,  and  there  is 
usually  but  one  color;  only  occasionally  is  a tint  or  second  color  used,  as  in  cases  of 
coupons  and  certificates. 

It  is  inadvisable  to  use  any  ink  except  black,  or  the  deep  shades  of  black,  like 
blue-black,  bronze-blue,  or  deep  brown,  but  black  is  generally  preferable. 

Stocks,  bonds,  certificates,  bank  checks,  and  other  official  matter  should  • be,  and 
generally  are,  lithographed. 

The  lettering  on  lithographed  eommercial  stationery  should  be  plain  and  distinct, 
and  script  should  not  be  used  in  small  sizes. 

Script  is  generally  preferable  for  the  prineipal  line,  and  where  onl}^  a few  words 
appear  on  the  sheet;  a light  faee  Gothic  letter  harmonizes  well  with  it,  and  should 
be  used  for  the  small  lines. 

The  printing  of  the  trade-mark  or  charaeteristic  picture  is  to  be  generally  com- 
mended. 

Following  the  department  of  “Banks  and  Bankers”  appear  e.xamples  of  nearly 
every  class  of  lithographic  commercial  stationery.  Certificates  of  stock  and  other 
large  work  could  not  be  shown  without  folding,  and  therefore  do  not  appear. 


ADVERTISING  CARD, 

G.  H.  BUEK  & CO.,  N Y. 


Yellow — First  Printing, 


I 

Result — First  and  Second  Printing. 


- .i 

■•SVv  ^ 


A. 


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Black — Third  Prinrincj. 


Result — First  to  Third  Pt  inti  no, 


Flesh — Fourth  Printing 


Result — First  to  Fourth  Printing. 


Brown — Fifth  Pnnimci,  Result — First  to  Fifth  Printing 


r 

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Buff — Sixth  Printing.  Result— First  to  Sixth  Printing, 


4 


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Light  Blue — Seventh  Printing. 


Result — First  to  Seventh  Printing. 


Pink — Eighth  Printing. 


Result— First  to  Eighth  Printing. 


I 


it 

tk*  (>>• 


Dark  Blue — Ninth  Printing. 


Result — First  to  Ninth  Printing. 


Gray — Tenth  Printing. 


Finished  Result— 10  PRINTINGS. 


G H BUEK  & CO.,  N,  Y, 


667 


<^Q 

Leaf  from  a Calendar 
showing  result  in  9 PRINTINGS. 

3.  H.  BUEK  & CO.,  N.  Y 


Mon  S'  5 12  19  26 
Cue  S'  6 13  20  27 
Wed  ®'  7 21  28  ^ 

Chu  1 8 15  22  29 
Fri  2 9 16  23  30 
1017  2i 


- ‘ « 9 ^ ^ 

13  If  15  w 12 

21  22  23  2I 


^ Uu  s 

\ Sat  t 8 

U- 


699 


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G.  H.  BUEK  & CO.,  N.  Y. 


671 


Specimen  of  Mechanical  Work. 

G H.  BUEK  &.  C0„  N.  Y. 


rv  I- 


673 


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6 


77 


Specimen  of  Smai!  Card  Work. 

LINDNER,  EDDY  & CLAUSS,  N.  Y. 


(PVTiiCNite  ie«t  er  rm  :« 


Specimen  of  Fine  Grade  Stipple  Work. 

DONALDSON  BROTHERS,  N.  Y. 


679 


lit  • > 


68 1 


Semi-flat  Color  Work. 

G-  H.  BUEK  & CO..  N.  Y. 


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Sacrilegious  Advertising 

“ Good  advertising  offends  nobody  ” 


E utilization  of  Scriptural  quotations  in  advertising,  whether  it  be 
vrong  or  not,  is  neither  profitable  nor  in  good  taste. 

Religion  and  politics  are  sacred  to  their  followers,  and  any  allusion 
o them  in  the  advertising  of  commercial  commodities  shows  disgust- 
ng  foolishness  and  a great  lack  of  consideration  for  others  on  the 
part  of  the  advertiser. 

Biblical  quotations  in  advertising  may  appear  smart  to  the  advertiser  whose  smart- 
ness consists  in  mental  illusions,  but  no  thinking  person,  and  few  unthinking  persons, 
have  any  respect  for  the  man  who  mixes  sacred  things  with  the  advertising  of  his 
business. 

Allusions  to  sacred  matters  and  quotations  from  the  Scriptures  in  serious  addresses, 
or  in  story,  verse,  or  conversation,  are  appropriate,  but  they  are  never  permissible  in 
advertising. 

Think  of  the  lack  of  civilization’s  light  in  the  mind  of  the  man  who  heads  his  lantern 
advertisement,  “ Let  your  light  so  shine  before  men,”  or  abbreviates  it  by  saying,  “ Let 
there  be  light!  ” Where  is  the  sense  of  decency  in  the  advertiser  who  will  say,  “ Now 
is  the  accepted  time  to  buy  hosiery 

Is  there  one  spark  of  consideration  in  the  advertiser  who  says,  “Man  shall  not  live 
by  bread  alone.  Buy  my  crackers.” 

So  long  as  the  Houses  of  Congress,  every  legislature  and  assembly,  every  inaugu- 
ration, and  every  opening  in  honor  of  any  great  event  begins  with  prayer,  or  with 
other  recognition  of  the  Deity,  just  so  long  will  the  public  at  large,  whether  it  be 
religious  or  not,  refuse  to  tolerate  sacrilegious  forms  of  publicity. 

The  religion  of  our  mothers,  distorted  as  it  may  be  in  the  alleged  centers  of  civili- 
zation, has  its  followers  everywhere,  and  many  a man  who  takes  the  name  of  his  God 
in  vain  despises  his  neighbor  who  does  not  respect  the  things  for  which  he  shows  no 
reverence. 

The  woman  who  has  never  read  the  Bible,  but  has  heard  it  read,  has  no  respect 
for  the  advertiser  who  will  add  holy  things  to  unholy  advertising. 

The  man  who  does  not  believe  in  religion  does  not  like  sacrilegious  advertising, 
and  the  man  who  does  believe  in  religion  will  not  tolerate  sacrilegious  advertising. 

The  sacrilegious  advertiser  pleases  only  himself,  and  is  not  sure  that  he  does  that. 


690 


FOWLER’S  PUBLICITY 


He  will  offend  at  least  a part  of  the  community,  and  probably  will  disgust  the  whole 
of  it. 

Advertising,  if  it  can  do  no  good,  should  do  no  harm. 

Quotations  from  the  Bible  are  not  allowable  even  for  advertising  the  Bible,  for 
however  much  the  Lord  may  have  had  to  do  with  the  making  of  the  original  text  of 
the  Bible,  He  certainly  had  no  direct  connection  with  printer’s  and  bookbinder’s  prof- 
its 5 and  the  man  who  tries  to  sell  his  Bible  by  using  the  words  of  God  for  the  adver- 
tising of  them  can  consider  himself  worthy  of  the  suspicion  that  there  is  something 
the  matter  with  the  mechanical  execution  of  the  books  he  has  to  sell. 

The  selling  of  everything,  whether  it  be  the  Sunday-school  book,  the  Bible,  or 
other  commodity  or  necessity,  is  business  pure  and  simple,  and  the  advertising  of  it 
must  be  along  business  lines.  Only  the  fool,  the  knave,  or  the  coward  will  ever  use 
sacrilegious  advertising  for  the  selling  of  anything. 

Profanity  in  advertising  should  not  be  tolerated  b}"  the  local  authorities;  the  profane 
advertiser,  and  the  publisher  of  the  paper  that  prints  his  advertisement,  should  be 
allowed  to  reflect  behind  the  bars. 

Qiiotations  often  offer  good  catch-lines  for  advertisements,  and  as  so  many  of  them 
bear  close  resemblance  to  Biblical  words,  the  advertiser  had  better  not  use  any  if 
he  is  not  sure  of  their  origin;  if  he  discovers  they  are  not  Biblical,  but  so  closely  allied 
to  religious  expressions  that  the  public  may  think  they  are  taken  from  the  Bible,  he 
had  better  not  use  them  at  all,  for  it  is  always  good  judgment,  in  advertising  anyway, 
to  incline  from  the  objectionable. 

A single  line,  which  may  seem  perfectly  proper  to  the  advertiser,  may  not  be 
acceptable  to  some  of  his  customers,  and  a good  customer  is  lost. 

In  all  things  keep  away  from  the  danger  line,  and  in  advertising  keep  so  far  away 
from  the  danger  line  as  to  be  altogether  removed  from  the  danger  of  any  one’s  finding 
fault  with  anything  said  in  advertising. 


Success  in  Unsuccess 


“ In  the  air  of  success  is  some  of  the  gas  of  luck” 

HE  proof  of  the  pudding  is  not  .nil  in  the  eating. 

The  element  of  luck,  as  well  as  ability  and  opportunity,  contributes 
to  the  building  of  profit. 

The  man  who  is  unsuccessful  says  luck  is  against  him,  and  may 
charge  against  luck  what  should  be  charged  to  either  his  inability  or 
lis  lack  of  persistency. 

The  man  of  success  seldom  recognizes  luck,  but  places  the  reason  of  his  uprising 
upon  his  alleged  ability  and  his  untiring  energy. 

Both  are  wrong,  for  that  which  is  called  “ luck  ” for  the  want  of  a better  name, 
and  is  sometimes  labeled  conditions,”  has  more  to  do  with  the  financial  success  of 
this  world  than  men  of  money  will  admit,  because  if  they  admit  it,  their  self-conceit 
is  given  a knock-down  blow. 

All  luck  seldom  makes  a man. 

All  ability  seldom  makes  a man. 

All  opportunity  may  end  in  failure. 

Opportunity  and  ability,  plus  conditions,  have  done  almost  everything  that  has 
been  done. 

In  illustrating  this  very  unpopular  theory,  and  in  attempting  to  prove  that  the 
element  of  luck  almost  always  contributes  to  results,  the  writer  recalls  a true  story 
which  came  under  his  immediate  notice. 

In  Boston  there  is  now  living  one  of  the  most  conservative  and  yet  progressive  of 
business  men,  a man  who  has  made  his  success  along  the  highways  of  legitimate 
trade,  and  who  can,  to  a great  extent,  give  to  his  persistency  and  ability  the  credit  of 
his  ample  property.  During  the  litigation  between  a telephone  company  and  a tele- 
graph company,  the  best  financial  judges  believed  that  the  victory  would  be  with  the 
telegraph  company  and  the  telephone  stock  was  worth  but  little  more  than  the  cost 
of  paper;  it  was  hardly  negotiable,  and  the  few  people  who  bought  it  paid  little  for 
it.  The  business  man  was  approached  by  another  who  desired  to  obtain  a loan  of 
a few  thousand  dollars,  and  who  voluntarily  offered  to  place  his  entire  stock  as 
collateral;  or,  if  the  lender  preferred,  to  sell  the  stock  outright  for  the  amount  of  the 
loan.  Every  element  that  enters  into  the  formation  of  business  judgment  said  that 
the  telephone  stock  was  not  worth  taking,  and  that  the  man  who  lent  on  it  or  bought 

691 


692 


FOWLER’S  PUBLICITY 


it  would  lose  his  money.  The  element  of  thoughtless  speculation  and  foolish  luck 
suggested  that  the  trade  be  made.  The  man  of  money  listened  to  judgment  and 
refused.  Flad  he  followed  the  dictates  of  pure  and  simple  luck,  he  would  have  made 
a million  dollars,  and  the  rank  and  file  of  business  men  would  have  given  him  credit 
for  being  so  long-sighted  a financier  that  his  business  vision  could  wind  itself  around 
unseen  corners  of  trade. 

Many  a fortune  has  been  made  in  Wall  Street  when  all  the  judgment  exercised 
was  in  the  drawing  of  a card  or  the  tossing  of  a penn}^ 

A part  of  business  is  but  a gamble,  and  the  loser  sometimes  deserves  as  much 
credit  as  the  winner;  but  the  winner  gets  the  credit  and  the  money,  and  the  loser 
loses  everything. 

In  a progressive  town  two  men  start  stores,  both  with  the  same  amount  of  capital 
and  both  in  the  same  business.  Both  men  have  equal  ability,  and  while  they  are 
competitors,  equal  chances  are  given  them.  Both  take  the  same  precautions  against 
fire,  but  alongside  of  the  store  of  one  man,  and  entirely  beyond  his  control,  is  the 
store  owned  by  somebody  who  does  not  look  out  for  fire.  This  store  burns  to  the 
ground  and  with  it  the  store  of  one  of  the  men  in  question.  The  man  beside 
the  other  store  is  careless,  but  his  store  does  not  catch  fire,  and  the  man  whose  store 
remains  intact,  through  accident,  absorbs  the  business  of  his  unfortunate  competitor. 

The  man  who  has  money  left  him  and  owes  a part  of  his  success  to  inherited 
capital  must  give  luck  the  greater  part  of  the  credit  for  his  start. 

Two  men  start  stores  on  opposite  sides  of  the  same  street,  and  nobody  has  any 
reason  to  believe  that  trade  will  go  to  either  side;  but  unforeseen  conditions  take  it 
there,  and  the  man  on  the  wrong  side  of  the  street  loses  his  business  because  he  can- 
not find  room  for  a store  on  the  right  side  of  the  street. 

A man  has  ten  distinct  departments  for  the  conduct  of  his  business,  and  he  con- 
ducts nine  of  those  departments  as  they  should  be  conducted,  allowing  the  remaining 
department  to  go  to  sleep  or  run  into  extravagant  waste.  The  nine  departments  pay 
so  well  that  the  poorly  managed  department  cannot  lose  enough  money  to  really 
injure  the  business,  and  the  owner,  filled  with  nine  parts  of  conceit,  refuses  to  admit 
that  one  tenth  of  his  business  is  botched;  and  when  one  correctly  criticises  the  badly 
run  part  of  his  business,  he  points  to  his  book  of  profit,  and  figures  that  everything 
must  be  run  right  because  the  receipts  greatly  exceed  the  expenditures. 

A man  conducts  every  department  of  his  business  except  that  of  advertising  suc- 
cessfully; because  his  business  pays  he  thinks  he  knows  all  about  advertising,  and 
refuses  to  listen  to  advice  or  to  reason,  pointing  to  his  collective  record  and  ignoring 
the  individual  steps  that  lead  to  it. 

The  man  who  knows  how  to  advertise  may  not  know  how  to  sell  goods;  and  the 
man  who  knows  how  to  sell  goods  may  not  know  how  to  advertise. 

The  expert  at  advertising  may  advertise  so  well  that  he  will  partially  counteract 
his  ignorance  of  selling,  and  he  may  make  a profit.  The  expert  salesman  may  under- 
stand selling  so  well  that  even  with  poor  advertising  he  can  make  money. 


SUCCESS  IN  UNSUCCESS 


693 


Tlic  combination  of  too  much  attention  to  factory  and  too  little  attention  to  sell- 
ing sometimes  pays,  beeanse  the  strength  of  the  department  well  taken  care  of  is 
sullieient  to  earry  the  nnmanaged  part  of  the  business. 

Many  a partner  carries  all  his  other  partners,  and  many  a great  institution  makes 
enough  money  in  the  eonduet  of  a part  of  it  to  bolster  the  unprotitablc  portion. 

The  fact  that  the  year  shows  a profit  docs  not  excuse  the  mistakes. 

A mistake  is  a mistake,  and  must  be  so  reckoned,  even  though  the  successes  of  the 
year  almost  seem  to  drown  the  mistakes. 

Give  the  successes  all  the  credit  due  them,  and  render  unto  the  mistakes  the 
blame  that  belongs  to  them. 

There  are  many  cases  on  record  where  enormous  salaries  are  paid  to  superin- 
tendents of  factories,  and  to  managers  of  regular  business  departments,  while  merely 
nominal  clerk’s  wages  are  paid  to  the  men  in  charge  of  the  expenditure  of  a princely 
fortune  a year  in  advertising. 

The  owner  of  the  business,  because  he  understands  manufacturing  and  selling,  ap- 
preciates the  value  of  the  best  possible  men  in  those  departments;  and  because  he 
does  not  understand  even  the  rudiments  of  advertising,  he  places  in  charge  of  this 
vital  department  men  of  no  experience,  who  are  unable  to  command  decent  salaries. 

The  business  man  is  successful  through  the  employment  of  more  successful  than 
unsuccessful  methods,  and  if  he  is  successful  on  the  whole,  there  is  the  more  reason 
why  he  should  be  successful  in  detail. 


The  Advertising  Manager 

“ Let  the  driver  hold  the  reins  ” 

VERY  subscriber  thinks  he  knows  how  to  run  the  paper. 

Every  man  who  advertises  thinks  he  knows  how  to  run  his  adver- 
tising. 

The  advertiser  is  siek.  Does  he  doctor  himself?  Not  if  he  wants 
to  get  well. 

The  advertiser  would  buy  a house.  Does  he  draw  his  own  deed?  Not  if  he 
would  keep  the  house. 

The  advertiser  owns  a yaeht.  Would  he  sail  it  in  a storm?  Not  if  he  would 
get  home. 

The  advertiser  would  eat  good  vietuals.  Would  he  eook  them  himself?  He 
would  not. 

The  advertiser  would  go  gunning.  Would  he  make  his  own  powder?  Not  if  he 
was  to  fire  his  own  gun. 

The  advertiser  would  run  his  machiner}’  with  a big  engine.  Would  he  run  the 
engine  himself?  Not  if  he  wanted  his  business  to  run. 

The  advertiser  would  manage  the  details  of  his  advertising.  Why?  Nobody 
knows. 

The  advertiser  who  knows  enough  to  run  a business  which  can  be  sueeessfully  ad- 
vertised ought  to  know  enough  to  stick  to  his  business,  and  let  his  doctor  manage 
his  health,  his  lawyer  attend  to  his  law,  and  his  advertising  man  attend  to  his  adver- 
tising. 

No  man  who  knows  enough  to  sueeessfully  create  and  build  iip  a great  mercantile 
house  has  the  time  to  praetice  medieine,  law,  or  advertising. 

The  great  business  mind  minds  generalities  and  hires  people  to  take  care  of 
details. 

There  never  was  a falser  doctrine  than  that  which  advises  one  to  take  care  of  the 
pennies  beeause  the  dollars  would  take  care  of  themselves.  There  is  not  a dollar  in 
a cent,  but  there  are  a hundred  eents  in  a dollar. 

The  successful  conduct  of  any  great  business,  and  even  of  a small  one,  depends 
as  much  upon  how  much  is  made  as  upon  how  much  is  spent. 

The  advertiser  who  is  always  going  to  count  the  cents  had  better  give  up  adver- 
tising. 


694 


THE  ADVERTISING  MANA(;iCR 


695 

Liberality,  and  even  lar^e  cxpciuliturcs  of  money,  if  they  are  wise,  are  not  extrav- 
aganee,  and  are  not  ehargeable  to  earelessness.  The  sueeessfiil  advertiser  must  be  a 
liberal  business  man.  lie  must  not  be  extravagant.  lie  must  understand  the  value 
of  a dollar.  He  must  exereisc  a general  supervision  over  essential  eonditions,  and 
not  i^ive  his  time  to  huntinjy  into  the  eorners  of  his  counters  and  eonsumine:  more 
time  than  the  saved  article  is  worth. 

Economy  is  always  to  be  practiced;  but  foolishness,  meanness,  and  unnecessary 
saving  are  not  economical. 

The  principle  of  saving  is  all  right,  but  a principle  can  be  worn  threadbare  by  over- 
practice. 

In  the  handling  of  advertising,  the  cheapest  man  is  the  best  man;  for  if  he  under- 
stands his  business,  he  will  save  more  than  his  salary,  and  will  further  save  the  time 
of  his  employer.  lie  will  make  every  dollar  bring  in  all  that  it  ought  to  bring. 

The  successful  manager  of  advertising  is  worth  from  one  thousand  to  twenty-five 
thousand  dollars  a year,  and  the  store  that  cannot  afi'ord  to  pay  a thousand  dollars  a 
year  for  its  advertising  manager  might  just  as  well  get  along  without  one. 

Any  concern  spending  one  hundred  thousand  dollars  a year  cannot  afi'ord  an  ad- 
vertising manager  who  cannot  command  from  five  to  ten  thousand  dollars  a year. 
And  any  house  expending  two  hundred  thousand  dollars  a year  for  advertising  will 
find  it  the  best  economy  to  get  the  best  man  for  any  price  not  exceeding  twenty-five 
thousand  dollars  a year. 

The  good  advertising  manager  must  be  a composite  man,  for  he  must  understand 
general  business,  and  must  have  been  through  the  experience  of  every  line  of  trade 
pertaining  to  the  use  of  printer’s  ink  in  the  broadest  sense.  If  he  is  only  a business 
man,  his  advertisements  will  be  too  businesslike  and  too  technical.  They  may  be 
acceptable  to  the  advertiser,  but  that  does  not  matter,  for  the  advertisement  that  is 
good  for  anything  must  be  acceptable  to  the  reader  more  than  to  the  advertiser. 

The  advertising  manager  must  have  been  a printer,  a publisher,  an  editor,  and  must 
have  had  experience  in  the  practical  work  in  every  branch  of  these  lines.  He  is  an 
outside-inside  man,  representing  the  inside  and  the  outside  of  his  business;  and  he 
goes  further,  for  he  must  connect  the  business  with  the  buyer.  He  must  strike  a 
medium  between  what  the  advertiser  wants  to  say  — which  is  generally  too  much; 
what  the  public  wants  to  read  — which  is  very  little.  He  must  stand  between  the 
two  as  a double-sided  bufi'er,  receiving,  the  blows  from  each  side,  equalizing,  connect- 
ing, and  making  profit  out  of  them.  He  must  know  enough  about  business  to  buy 
advertising  space  as  merchandise,  and  to  conduct  his  department  in  a businesslike 
way.  He  must  be  enough  of  an  artist  to  know  how  to  make  artists  produce  busi- 
ness art.  He  must  add  the  element  of  business  to  the  art  of  the  artist,  that  the 
pictures  may  be  artistic  enough  to  please  the  public,  and  businesslike  enough  to  bring 
business.  He  must  see  how  his  advertisements  are  going  to  look  before  they  are 
made,  and  understand  typographical  display  far  better  than  the  average  printer.  He 
must  be  a student  of  human  nature,  and  a man  among  men.  He  must  know  how  to 


6c)6 


FOWLER’S  PUBLICITY 


feel  the  pulse  of  the  publie,  that  when  he  sends  the  publie  something  it  will  not  only 
represent  the  goods  he  advertises  but  will  find  public  acceptance.  lie  must  have  a 
certain  amount  of  originality,  and  know  how  to  regulate  his  originality.  He  must  be 
a man  so  easily  adaptable  to  conditions,  and  of  so  much  ability,  that  he  can,  by  printed 
word  and  original  method,  spread  the  table  of  merchandise  before  the  public  so  that 
the  public  will  eat  from  it  and  want  to  keep  on  eating.  Such  a man  must  have  a 
broad  and  elastic  mind  that  is  capable  of  winding  around  anything  and  penetrating 
everywhere.  Such  a man  is  never  a fool,  and  he  never  will  work  for  less  than  he 
can  conveniently  obtain. 

The  time  has  arrived  for  every  great  advertiser  to  employ  expert  talent  in  the  man- 
agement of  advertising,  and  to  encourage  the  creation  of  such  talent. 

There  is  as  much  need  of  a school  of  advertising  as  there  is  of  a school  of  art, 
science,  and  language. 

Anybody  can  learn  advertising,  but  few  can  practice  it  successfull}’. 

The  good  advertising  manager  must  have  the  professional  talent  of  the  doctor,  ot 
the  lawyer,  and  of  the  minister;  and  he  must  combine  with  these  the  principles  of 
successful  business  management,  making  of  himself  a man  who  ought  to  stand  far 
above  the  majority  of  mankind. 

Opportunity  and  conditions  have  often  failed  to  produce  advertising  managers. 
Ninety-nine  per  cent,  of  the  so-called  advertising  experts,  ad-writers,  ad-smiths,  and 
business  promoters  under  difterent  names  are  but  charlatans  and  quacks  attempting  to 
live  by  the  wits  they  do  not  possess. 

The  field  is  open  to  woman.  Will  she  enter  it?  A few  have  led  the  way,  but 
there  is  room  for  hundreds  and  thousands. 


Boards  of  Censors 


“ The  man  of  mind  never  fails  to  mind  the  minds  of  other  men 


ONCEIT  evenly  distributes  itself  between  the  man  who  really  knows 
something  and  does  something,  and  the  man  who  knows  nothing  and 
does  nothing. 

Conceit  is  not  limited  to  the  fool,  although  all  fools  are  conceited. 
Success  frequently  changes  proper  self-respect  to  self-conceit. 

The  man  who  can  sell  one  thing  well  judges  the  selling  of  everything  else  by  his 
limited  experience,  and  thinks  that  he  can  do  all  things  well  because  he  has  done  one 
thing  well. 

Civilization  is  making  a race  of  specialists. 

The  double-talented  man  is  as  useless  as  the  double-headed  museum  freak. 

A busi-ness  man  should  know  general  business  and  should  be  familiar  with  every 
side  of  trade,  but  his  knowledge  of  generalities  is  to  be  used  simply  as  the  frame  upon 
which  to  build  the  original  structure  of  individual  success.  There  are  many  corners 
to  every  business,  and  no  one  pair  of  eyes  can  see  around  them  all. 

The  man  who  thinks  he  knows  it  all,  and  acts  accordingly,  may  kill  small  game 
with  his  scattering  shot,  but  can  never  bring  down  anything  worth  the  individual 
shooting. 

The  long-distance  gun  that  is  aimed  with  scientific  accuracy  is  not  the  smooth 
bore  gun  of  grape,  but  is  the  surer  rifle  cannon;  and  so  in  business  the  long-distance 
mind,  and  the  mind  that  reaches  the  point  it  is  aiming  at,  is  the  one  that  is  trained 
not  for  scattering,  but  for  hitting. 

The  greatest  journals  of  the  world,  and  some  of  the  most  permanent  successful 
business  houses,  have  established  advisory  committees  and  boards  of  censors,  to 
which  are  referred  every  important  matter;  and  these  boards,  while  the}^  may  possess 
no  authority,  have  the  right  of  informal  veto  and  suggestion,  and  are  really  discrimi- 
nating sieves  for  the  proper  sifting  of  business  plans  and  questions. 

No  man  can  know  too  much  about  his  business  for  the  general  management  of  his 
business,  yet  it  is  obvious  that  any  man  anaesthetized  by  a technical  atmosphere,  can- 
not see  as  clearly  the  outside  appearance  of  his  business,  as  can  the  man  trained  to 
feeling  the  public  pulse. 

The  time  is  ripe  for  the  educating  of  men  of  sensibility  and  capacity,  who  can 
intuitively  and  naturally  feel  and  understand  the  condition  of  the  public. 

697 


698 


FOWLER’S  PUBLICITY 


These  men  must  understand  general  business,  but  they  need  not  have  been  great 
business  successes;  they  must  be  familiar  with  the  general  conduct  of  their  clients, 
but  that  which  they  positively  must  have  is  the  power  of  grasping  the  movements 
and  wishes  of  the  public,  that  they  may  make  the  advertiser’s  wants  tally  with  the 
wants  of  the  public. 

Most  assuredly  will  it  pay  every  large  advertiser  to  present  all  of  his  advertising 
plans  and  all  of  his  advertising  matter  to  some  outside-inside  man  or  men,  that  the 
inconsistencies,  objections,  and  actual  meaning  of  his  advertising  may  be  given  a 
practical  test  before  given  to  the  public. 

No  reputable  manufacturer  ever  sends  out  goods  until  they  are  tested,  and  certainly 
the  principles  of  correct  manufacturing  should  be  applied  to  advertising. 

As  one  would  test  his  goods,  so  should  he  test  his  advertising. 

Many  an  advertising  plan  or  advertisement  has  not  only  defeated  its  object,  but 
has  materially  weakened  the  business. 

Even  though  this  board  of  censors,  or  single  censor,  may  see  nothing  to  criticise, 
the  wisdom  of  employing  it  or  him  is  still  apparent,  for  if  nothing  wrong  is  found,  it 
is  well,  and  if  something  wrong  is  found,  so  much  the  better. 

Sensible  men  go  to  doctors,  that  the}^  know  nothing  is  the  matter  with  them, 
as  well  as  to  know  what  is  the  matter  with  them. 

In  advertising,  an  ounce  of  caution  is  better  than  a pound  of  chances. 

It  is  suggested  that  every  advertiser  become  intimately  acquainted  with  some 
advertising  expert  who  is  an  expert, — not  one  who  only  claims  to  be,  and  pay  this 
expert,  by  the  piece  or  by  the  year,  a reasonable  price  for  passing  upon  all  advertis- 
ing matter  and  all  advertising  plans. 


W rappers 

“ Around  all  things  there  shall  be  wrapped  the  name  of  him  who  sold  them  ” 


IIINGS  must  be  wrapped. 

If  they  must  be  wrapped,  they  must  have  wrappers. 

If  they  have  wrappers,  there  must  be  space  for  advertising. 

Few  purchasers  object  to  carrying  an  advertisement  of  the  seller. 
Only  the  extra  expense  of  printing  a wrapper  is  needed  to  make  a 
really  good,  substantial  advertisement  that  goes  directly  to  the  receiver  and  all  those 
the  receiver  sees. 

Wrapping  paper  advertising  should  never  be  set  in  anything  but  the  plainest  type, 
and  the  firm  name  should  be  as  prominent,  if  not  more  so,  than  the  title  of  the  business. 

Be  sure  that  the  printed  matter  is  in  the  center  of  the  sheet,  or  in  any  other  posi- 
tion where  it  will  be  well  exposed  when  the  bundle  is  wrapped. 

If  the  store  is  known  by  some  characteristic  name,  as  well  as  by  the  firm  name, 
bring  out  this  name  most  prominently  upon  the  wrapping  paper. 

If  there  is  a trade-mark,  display  this  very  conspicuously  upon  the  wrapper. 

It  is  always  advisable  to  have  the  advertising  on  the  wrapper  so  characteristic 
that  it  will  be  recognized  even  if  it  is  not  read. 

Originality  can  be  attained  by  using  a certain  kind  of  type  altogether,  by  some  en- 
graved lettering,  or  by  trade-mark,  picture,  or  other  characteristic  device. 

Black  ink  is  more  conspicuous  than  any  other  color,  but  a combination  of  colors, 
black  predominating,  gives  a distinctive  character  to  the  wrapping  paper. 

At  very  little  extra  expense,  which  really  means  a saving  in  the  end,  so  many 
sizes  of  wrappers  can  be  kept  in  stock  that  they  can  be  adjusted  to  the  size  of  the 
bundle,  and  always  present  the  printed' matter  in  its  entirety. 

Do  not  put  much  matter  upon  wrapping  paper. 

The  fewer  words  the  better. 

There  are  several  regular  wrapper-printers,  and  these  parties  can  furnish  wrappers 
much  cheaper  than  can  the  regular  job  printer. 

Wrappers  ordered  in  the  largest  possible  quantities,  will  materially  reduce  the 
cost. 

Good  wrapper  stock  does  not  cost  sufficiently  more  than  poor  stuff'  to  justify  the 
use  of  the  latter. 


6q9 


Holidays 

“ Good-will  to  men,  to  everything,  the  trade  of  love  is  everywhere  ” 


HERE  pathetic,  sentimental,  noble,  and  philanthropic 

about  holiday  trade  which  permits  the  argument  of  this  department  to 
flow  outside  the  channel  of  business,  and  to  lift  itself  into  a spon- 
taneous and  enthusiastic  expression  of  good-will  to  everybody. 

The  hard  business  lines,  justifiable  or  not  in  the  conduct  of  regular 
business,  fortunately  need  not  apply  to  holiday  advertising. 

The  motive  of  holiday  publicity  can  be  truly  philanthropic,  and  of  the  best  char- 
acter, for  the  charity  that  pays  is  the  charity  beneficial  to  both  receiver  and  giver. 

There  are  crowds  indoors  and  outdoors,  and  everybody  good-naturedly  jostles 
everybody  else. 

A constant,  merry,  jingling  stream  of  money  flows  between  buyer  and  seller. 

Crabbed  indeed,  and  mentally  dyspeptic,  must  be  the  man  who  does  not  feel  on 
good  terms  with  himself  and  on  good  terms  with  the  world  when  good-will  is  in  the 
air,  on  the  street,  and  pretty  nearl}"  everywhere. 

Santa  Claus  is  the  trade-mark  of  business.  He  is  figuratively  stamped  on  every 
article  of  trade,  appears  in  ever}^  newspaper  column,  and  is  the  figure  in  everybody’s 
mind. 

Everybody  is  buying  and  encouraging  everybody  else  to  buy,  and  eveiywhere, 
from  the  talking  infant  to  the  centenarian,  folks  are  trying  to  solve  the  annual  riddle, 
“ What  shall  I buy  for  Christmas  ? ” 

The  buyer  is  happy  because  he  knows  he  is  going  to  make  somebody  else  happ}’, 
and  the  prospective  receiver  is  happy  in  anticipating  the  crop  of  holiday  harvesting. 

No  other  season  of  the  year  presents  so  universal  an  opportunity  for  every  variety 
of  progressive  publicity. 

The  toy  shops  do  more  business,  and  while  their  increase  is  proportionatelv  larger 
than  that  of  any  other  line  of  trade,  these  stores  do  not  do  more  than  a veiy  small 
part  of  the  Christmas  business. 

The  holiday  glitter  has  been  painted  and  polished  upon  everything  from  the  un- 
intellectual boot  to  the  cooking  stove,  the  unromantic  coal,  and  the  practical  kitchen 
furnishings. 

Civilization  has  si;fiiciently  advanced  to  suggest  that  utility,  and  not  mere  luxury 
and  extravagance,  is  essential  to  the  proper  celebration  of  Christmas. 


700 


HOLIDAYS 


701 


The  conveniences  Jincl  necessities  of  life  constitute  more  than  three  (jiiarters  (jf  tiie 
Christmas  ^ifts. 

Tliere  is  probably  no  line  of  trade,  except  that  of  tooth  pulling,  which  is  not  in- 
creased by  holiday  activity,  and  even  medical  attendance  and  teeth  making  and  fdling 
have  been  known  to  hgurc  as  Christmas  presents. 

A proportion  of  Christmas  givers,  familiar  with  the  wants  of  the  receiver,  hand 
him  a sum  of  money  and  specify  or  suggest  that  it  be  used  for  some  necessary 
purpose;  and  it  is  so  used. 

Practically  everything  is  adapted  to  the  holidays,  or  can  be  so  adapted. 

Let  the  advertiser  encourage  the  giving  of  gifts,  for  he  is  doing  good  by  so  doing 
and  making  money  by  doing  it.  Announce  Christmas  suggestions,  and  let  each 


To  Folks 

of  money 

Let  us  help  the  poor.  Money  is  plenty  with  you  and  busi- 
ness is  good  with  us.  Why  not  join  hands  and  poeket  books 
for  the  benefit  of  the  unfortunate?  We  sell  the  Star  Flour  at 
$6  a barrel.  This  is  the  flour  of  quality,  nourishment,  and 
eeonomy,  and  goes  the  farthest,  and  does  the  most  good.  If 
you  will  agree  to  give  it  away,  you  may  have  all  the  barrels 
you  want  at  $4.  Of  course  we  lose,  but  that  is  our  contribu- 
tion to  the  poor. 


Plate  No.  i. — An  illustration  of  true  philanthropic  advertising,  which  is  likely  to  benefit  the  advertiser  as  well  as  the  receiver  of  his 
bounty.  He  can  fix  the  price  so  there  will  be  little  loss,  and  gain  the  good-will  of  everybody,  and  at  the  same  time  he  can  advertise  his 
goods.  Set  in  Howland.  iS  Point  Collins  Border  No.  216. 


702 


FOWLER’S  PUBLICITY 


9 

L. 


>00  C 0<S^>-0  0 

What 
She 
Wants 


•1 


Plate  No.  2. — A good  form 
of  advertising.  “ She  ” can  be 
changed  to  “ He,”  “ Boy,” 
“Girl,”  “Wife,”  “ Mother,”  etc. 
Set  in  Gothic  Condensed  No. 
II.  6 Point  Florentine  Border 
No.  165. 


advertisement  be  in  the  form  of  Christmas  news,  each  announcement  giving  advice 
and  lifting  the  weight  of  responsibility  of  selecting  from  the  puzzled  buyer. 

If  one  sells  useful  articles,  it  is  good  policy  for  him  to  give 
people  to  understand  that  the  value  of  a gift  is  in  its  utility  to 
the  receiver,  whether  or  not  it  be  pleasing  to  the  giver. 

The  man  may  need  a razor,  and  he  thinks  well  of  the  one 
who  gives  it  to  him. 

The  giver  should  not  be  prejudiced  against  the  razor,  because 
she  cannot  use  it. 

The  Christmas  card  day  has  passed,  and  it  is  a mighty  good 
thing  for  business. 

People  are  now  presenting  suitable  presents,  and  are  giving 
away  things  which  have  intrinsic  value. 

The  holidays  are  for  the  poor,  and  the  poor  should  be  remem- 
bered. 

Announce  articles  suitable  for  the  needy,  and  suggest  that 
folks  with  money  buy 
them  for  charitable 
purposes. 

The  corpulent  pocketbook  is  willing  to 
become  lean  for  the  benefit  of  the  unfortu- 
nate. 

Even  the  mean  man  is  willing  to  con- 
tribute something. 

Suggest  a ton  of  coal,  a load  of  wood,  a 
barrel  of  flour,  a bag  of  meal,  a pair  of  pants, 
a suit,  shoes,  rubbers,  underwear,  and  any- 
thing else  which  is  sold  and  is  adapted  to 
satisfy  desire  or  necessity. 

Be  philanthropic,  and  advertise  philan- 
thropy. 

The  advertiser  need  not  be  afraid  of  let- 
ting folks  know  how  good  he  is. 

The  good  of  all  good  is  in  the  good  ad- 
vertising of  it. 

If  one  is  disposed  to  be  philanthropic,  let 
his  example  shine  before  others,  let  him 
bask  in  his  own  sunshine  and  make  money 
while  the  sun  shines. 


Good 
Will 


-SI 

-SI 

-S[ 


These  are  happy  days  for  ‘Sr 
those  of  us  who  want  not  for  jSr 
bodily  comfort,  but  these  are  Sr 
unhappy  times  for  suffering  Sr 
humanity.  There  are  hun-  |Sr 
dreds  in  town— feeble  moth-  |Sr 
ers  and  hungry  children.  Let  jSr 
.^5;  ‘-•s  help  them.  Everything  in  ISj- 
our  store  is  yours,  if  you  will  ^ 
.J5I  let  us  give  it  to  the  poor,  at  wj- 
.^5]  ten  per  cent,  less  than  cost.  Igj- 

Plate  No.  3. — A form  of  philanthropic  advertising.  The 
advertiser  may  prefer  to  sell  at  cost  rather  than  ten  per  cent,  less 
than  cost.  This  advertisement  is  adapted  to  sellers  of  eatables. 
■T  T 1 '11  . 1 .•  Set  in  Latin  Antique.  18  Point  Collins  Border  No.  1S2. 

Very  likely  it  will  pay  one  to  advertise 

in  a sensational  way,  — and  the  sensation  need  not  lack  dignity,  — that  he  will  sell 
everything  he  has  at  cost  or  at  discount,  if  purchasers  intend  it  for  distribution  among 


HOLIDAYS 


703 


the  poor.  K\’en  the  unpliilantliropic  appreeiate  philantliropy,  and  tlie  town  is  with 
the  generous  merchant.  Some  folks  may  tliink  tlie  advertiser  is  doin^  it  for  adver- 
tising purposes,  but  the  more  they  think 
about  it  the  more  they  wish  there  were 
more  like  him. 

jMakc  the  discount  as  big  as  the  heart. 

It  will  pay  to  be  philanthropic  from 
business  policy  alone. 

In  the  cost  or  discount  charity  adver- 
tising, one  need  fear  little  from  deception, 
for  very  few,  when  the  ground  is  covered 
with  the  white  Christmas  snow,  will  claim 
the  charity  price  unless  the  claim  be  gen- 
uine, and  as  one  gets  his  cost  anyway,  he 
will  not  be  the  loser. 

Every  woman  in  town  is  in  favor  of 
charity,  and  every  woman  is  impressed 
with  the  man  who  helps  along  the  move- 
ment. 

It  is  really  costing  the  merchant  nothing, 
because  he  receives  his  cost,  and  only 
contributes  his  time;  and  this  charity  sale  does  not  lose  him  a single  regular  customer, 
but  in  fact  makes  better  customers  of  his  regular  cus- 
tomers, and  brings  new  customers  to  him. 

He  is  doing  a popular  thing,  and  he  is  doing  a good 
thing,  he  is  not  injuring  himself,  he  is  losing  nothing,  he 
is  gaining  everything. 


€bri$tiiia$ 

Suggestion 

no.  I 


Plate  No.  4. — It  is  a good  plan  to  use  a heading  like  this  fre- 
quently. Set  in  Bradley.  18  Point  Contour  Border  No.  248  and 
Single  Rules. 


Advertise  that  all  the  goods  will  be  sold  at  cost  or  dis- 


count for  charity  purposes,  or  if  one  prefers,  select  certain 
necessities,  and  confine  the  charity  price  to  them. 

It  is  better  to  sell  everything  one  has  at  the  charity 
price  for  charity,  because  that  shows  broad  liberality,  and 
then  only  the  necessities  will  be  bought  anyway. 

In  advertising  these  charity  prices  and  goods,  speak 
enthusiastically  of  durability  and  usefulness. 

If  one  prefers  not  to  give  at  cost,  then  advertise  a dis- 
count. 

Perhaps  the  merchant  has  a line  of  goods  which  are 
out  of  style  and  which  he  cannot  sell  within  twenty-five 
per  cent,  of  cost.  If  the  goods  are  durable  and  useful, 
create  a sensation  b}’  partially  giving  them  away,  placing  them  at  so  low  a price  for 
charitable  purposes.  Even  the  store  of  luxury  can  enter  the  philanthropic  field,  and 


J 


Vi' 


Plate  No.  5.— An  always  profitable 
heading.  Set  in  Howland  Open.  12  Point 
Collins  Border  No.  174. 


704 


FOWLER’S  PUBLICITY 


advertise  a discount  on  everything  which  will  be  given  to  the  poor.  This  philan- 
thropic advertising  will  bring  new  customers,  will  make  friends,  will  stimulate 
regular  holiday  buying,  and  create  a much  larger,  regular,  full  price,  holiday  trade. 

The  advertising  columns  of  every  newspaper  and  other  periodical  are  carefully  read 
by  all  women  during  the  holidays,  and  every  advertisement,  if  it  be  well  written,  is 
ol  more  interest  to  the  reader  than  the  best  of  news  or  literature. 

That  advertiser  is  to  be  congratulated  who  brings  his  advertising  down  to  kinder- 
garten simplicity,  and  answers  the  ever  pertinent  question,  “ What  to  buy.” 

Discard  all  conventional  forms  of  advertising. 

Conventionality,  sluggishness,  and  set  styles  have  no  part  in  Christmas  trading. 

Make  every  advertisement  glow  in  welcoming  light. 

The  play  houses  have  their  Christmas  pieces,  the  ministers  are  preaching  Christ- 


Plate  No.  6. — A somewhat  original  and  effective  form  of  Christmas  advertising.  Descriptive  matter  is  to 
follow.  Set  in  De  Vinne  Open.  i8  Point  Florentine  Border  No.  145. 


mas  sermons,  the  choirs  are  singing  Christmas  music,  the  trains  are  running  Christ- 
mas excursions,  the  Sunday  schools  are  arranging  for  Christmas  trees,  the  clubs  are 
decorating  with  Christmas  greens,  everybody  is  talking  Christmas  everywhere;  and 
the  kind  of  Christmas  advertising  that  pays,  is  the  kind  that  has  cordiality,  good  will, 
enthusiasm,  advice,  suggestion,  and  above  all,  progressiveness  in  it. 

No  matter  how  much  one  advertises  himself  during  regular  days,  be  sure  to  adver- 
tise what  one  sells  during  the  holidays. 

Do  not  run  the  same  advertisement  twice. 

Remember  that  Christmas  advertising  is  news,  and  that  stale  news  is  not  news. 

No  matter  about  adapting  the  advertising  to  the  eyes  of  little  ones.  Children  do 
not  buy  anything.  Let  ninety  per  cent,  of  the  advertising  be  for  women. 

If  the  goods  are  suitable  for  the  husband  to  give  to  his  wife,  or  the  husband  to-be 


HOLIDAYS 


705 


to  <>-ivc  his  briclo-elcct,  tlicii  advertise  so  that  the  man  will  see  it,  and  head  every 
advertisement  with  some  expression  that  relers  to  her,  not  to  him. 

Not  one  man  in  a thousand  knows  what  to  ^ive  her,  and  he  leels  like  embraeing 
the  advertiser  who  tells  him. 

True,  the  man  has  some  lemale  relative  to  advise  him,  but  there  are  times  when 
the  man  does  not  want  to  say  anything  about  it  to  anybody,  and  he  either  blunders 
upon  the  right  artiele,  or  depends  upon  the  advertisement  to  tell  him. 

No  matter  if  one  sells  wash  tubs,  he  has  Christmas  goods,  for  a wash  tub,  or  any 
other  artiele  of  necessity,  is  either  suitable  for  Christmas,  or  can  be  made  to  be. 

Almost  everything  is  adapted  to  the  holidays  if  it  is  so  announced. 

It  is  business  to  make  people  believe  that  what  is  for  sale,  whether  it  be  a cooking 
stove,  or  a cluster  of 
diamonds,  is  adapted  to 
Christmas  giving. 

Assist  the  advertising 
by  illuminating  the  side- 
walk, by  having  the  store 
a blaze  of  light,  and  by 
every  kind  of  bright  and 
pretty  decoration. 

Dust  up  Santa  Claus, 
or  build  a new  one. 

Children  are  looking 
for  him,  and  they  should 
find  him  at  the  store. 

Many  a mother  takes 
Child  Number  One  with 
her  in  purchasing  a pres- 
ent for  Child  Number 

mAsm  nnri  oViilrl  AsrifK  ^ Plate  No.  7. — This  form  of  advertising  is  particularly  adapted  to  sellers  of  necessities.  It 

X WO,  ailU  Lite  CllltU  WlLll  adapted  to  any  line.  Heading  in  Tuscan  Shaded.  Reading  matter  in  Roman  Full 

the  mother  buys  a pres-  1 8 Point  Colllns  Border  No.  iSo  and  single  Rules. 

ent  for  another  child.  It  is  necessary,  if  one  sells  goods  for  children,  to  adapt  the 
store  decorations  to  pleasing  the  children’s  eyes;  the  mother  will  then  buy  more 
liberally. 

Give  away  Christmas  cards,  and  present  little  presents  to  all  the  children  who  buy. 

Have  a stuffed  Santa  Claus  in  the  window,  and  a walking  Santa  Claus  in  the  store 
and  on  the  sidewalk.  Let  Santa  Claus  distribute  little  trinkets  or  cards,  for  children 
like  anything  from  his  hand.  Decorate  the  window,  and  change  it  daily  if  possible. 

Give  prices  if  advisable,  and  have  some  kind  of  an  explanatory  placard  accompany- 
ing most  of  the  goods  in  the  window. 

It  is  a good  plan  to  place  a modest  and  very  neatly  printed  card  beside  the  princi- 
pal goods  in  the  window,  each  card  bearing  some  matter  like  the  following:  “For 


Give  him  an  overcoat,  and  as 
he  wears  it,  in  the  warmth  of  his 
wearing*  he  will  feel  the  good 
sense  of  the  giver. 


7o6 


FOWLER’S  PUBLICITY 


Papa,”  “For  Mama,”  “ For  Brother,”  “For  Sister,”  “ For  Him,”  “ For  Her,”  “ For 
Aunty,”  “ For  Cousin,”  “ For  Grandma,”  “For  Grandpa,”  “For  Anybody  ”j  or  use 
some  words  like,  “Christmas  Suggestions  No.  i.  No.  2,”  etc. 

If  one  sells  a large  variety  of  goods,  it  is  suggested  that  perhaps  it  would  be  advis- 
able to  create  departments  of  fifty-cent  presents,  dollar  presents,  and  presents  at  any 
other  figure,  and  to  advertise  them  prominently.  Advertise  to  reach  every  age  and 
both  sexes,  and  remember  that  the  rich  and  poor  are  Christmas  buyers.  Do  not  fall 
into  the  habit  of  advertising  exclusively  fancy  articles  or  things  for  children,  for 
while  most  children  receive  presents,  nearly  all  the  grown  people  get  them  too. 

Begin  the  holiday  advertising  from  a month  to  two  months  before  Christmas. 
Often  it  pays  to  advertise  from  eight  to  twelve  weeks  ahead,  and  to  advertise  very 
extensively  four  weeks  in  advance.  While  the  bulk  of  the  small  things  is  purchased 
during  Christmas  week,  nearly  all  of  the  more  valuable  articles  are  bought  a month 
before  Christmas,  and  are  thought  of  a month  before  they  are  purchased.  The  adver- 
tiser who  begins  his  holiday  advertising  first  gets  the  bulk  of  the  Christmas  trade. 

The  newspaper  is  the  only  indispensable  medium  for  Christmas  advertising,  and 
while  circulars,  catalogues,  and  other  printed  matter  pay,  the  newspaper  oilers  the 
best  and  most  economical  means  for  stimulating  and  drawing  Christmas  trade. 

After  the  holidays  trade  slackens,  and  the  advertising  should  return  to  its  normal 
proportions.  Do  not  stop  the  advertising  as  soon  as  Christmas  trade  stops.  Many 
goods  are  sold  after  the  holidays,  and  many  people  wait  until  the  holidays  are  over. 

Most  advertisers  heavily  reduce  their  advertising  space  after  Christmas,  or  discon- 
tinue it,  and  the  advertiser  who  has  the  enterprise  and  judgment  to  extensively  ad- 
vertise when  others  do  not,  is  the  man  who  receives  the  very  profitable  overflow 
trade.  The  advertiser  should  not  preach  the  good-will  doctrine  of  presentation  and 
give  nothing  himself.  Always,  if  one  can  aftbrd  it,  and  he  generally  can,  present 
each  one  of  the  employes  with  money  or  an  article.  The  knowledge  that  this  will  be 
done  creates  good-will,  and  insures  enthusiastic  faithfulness. 

The  employe  who  feels  that  his  services  are  recognized  by  a Christmas  present 
will  attend  to  his  business  so  much  better  that  he  will  pay  an  extra  profit  far  beyond 
the  cost  of  the  present. 

One  may  claim  that  faithful  work  is  paid  for  by  the  regular  salary,  and  so  it  is;  but 
if  he  will  judge  his  emplo3^es  by  himself,  he  will  find  that  he  will  always  do  better  b^' 
the  man  he  thinks  well  of,  and  he  has  no  right  to  expect  that  his  employes  arc  an}^ 
better  than  he  is. 

The  advertiser’s  liberality  can  be  very  quietly  advertised  through  reading  notices 
in  the  newspapers,  and  this  advertising  as  advertising  will  probably  be  worth  more 
than  the  cost  of  giving.  The  employes  will  advertise  it  by  word  of  mouth,  and  this 
liberality  will  do  much  toward  bringing  to  him  the  trade  of  the  stores  which  do  not 
seem  to  substantially  appreciate  the  profitableness  of  generosity. 

Liberality  to  employes,  if  known,  brings  to  the  merchant  the  tremendous  trade  of 
the  clerks  and  working  people. 


Blind  Publicity 

“ Why  look  for  something  you  can’t  see  ” 


DVERTISING  is  not  for  the  blind,  mind  advertising  is  not  for  any- 
body. That  which  cannot  be  seen  is  not  worth  looking  at.  Nobody 
looks  at  anything  he  cannot  see.  Darkness  advertises  nothing  but  dark- 

I 

ness.  Light  in  advertising  is  as  necessary  as  light  in  civilization.  Let 
there  be  light  in  everything,  including  publicity.  The  advertiser  who 
says  in  the  middle  of  his  space  “ Watch  This  Space,”  had  better  be  watched.  Look 
out  for  the  man  who  says  ‘‘  Look  out  for  me  next  week.”  Most  people  have  some- 
thing to  do,  and  are  likely  to  mind  their  own  business  rather  more  than  somebody’s 
else  business.  If  one  has  something  to  say,  say  it.  Do  not  deal  in  mystery,  unless 
mystery  is  for  sale. 

Advertisers  think  it  is  smart  to  say  one  day  “ He  has  it  in  his  pocket;  ” the  next 
day  “ She  has  it  in  her  pocket,  if  she  has  a pocket;  ” the  next  day  ‘Whildren  carry  it 
in  their  pockets;”  the  next  day  “ Doctors  have  it  in  their  satchels;  ” the  next  day 
“ All  druggists  keep  it;  ” and  the  next  day  “ It  is  Blank’s  Tablets.”  Five  days’  worth 
of  advertising  are  given  up  to  mystery,  under  the  illusion  that  this  mysterious  com- 
bination of  advertisements  will  focus  the  mind  upon  the  sixth  advertisement,  and  give 
the  sixth  advertisement  increased  value.  The  sixth  advertisement  is  worth  more  be- 
cause of  the  five  mysterious  advertisements  which  preceded  it,  but  it  is  not  worth  as 
much  as  six  regular  advertisements,  all  of  them  speaking  of  Blank’s  Tablets.  A few 
of  the  people  will  connect  the  five  mysteries  with  the  one  fact,  and  will  appreciate 
the  sixth  advertisement  partly  on  account  of  the  live  advertisements  preceding;  but 
a large  proportion  of  the  readers  of  this  advertisement  will  not  make  the  connection, 
and  the  whole  or  a part  of  these  preliminary  advertisements  will  be  robbed  of  their 
value.  It  is  far  better  to  speak  of  one  thing  six  times,  than  to  speak  of  it  once  and  tell 
people  one  is  going  to  speak  of  that  thing  live  times,  without  mentioning  the  thing. 

Everybody  who  sees  the  advertisement  mentioning  Blank’s  Tablets  will  know  that 
there  is  such  an  article  in  existence,  but  not  everybodv  who  sees  the  blind  preliminary 
advertisement  will  ever  know  that  Blank’s  Tablets  are  eroing:  to  be  mentioned. 

The  head-piece,  the  middle-piece,  and  the  tail-piece  depend  upon  the  whole  for 
their  value,  and  have  very  little  value  when  disconnected.  If  continuous  advertising 
pays,  — and  everybody  says  it  does,  — it  is  almost  as  senseless  to  break  that  connec- 
tion by  the  use  of  mystery  as  to  break  the  connection  b}'  the  use  of  nothing. 


707 


7o8 


FOWLER’S  PUBLICITY 


The  advertiser  is  interested,  and  laughs,  and  so  does  his  family;  very  likely  even 
the  office  boy  wears  a grin  when  he  reads  the  beautifully  turned  sentences  and  notes 
the  complexity  of  the  blind  advertising.  They  are  inside  the  mystery  and  appreciate 
it  because  they  can  see  the  entire  maze  and  know  the  outlet,  but  the  public  does  not 
know  the  outcome  in  advance,  and  does  not  care,  and  the  only  way  the  advertiser 
can  make  the  public  follow  his  blind  advertising  is  to  secure  a law  compelling  readers 
to  read  what  he  writes.  While  the  present  form  of  government  lasts  it  is  extremely 
doubtful  if  even  party  bosses,  working  in  the  interest  of  advertisers,  can  force  people 
to  appreciate  unprofitable  forms  of  publicity  just  because  the  advertiser  thinks  they 
are  smart.  Would  the  merchant,  after  receiving  an  order  for  a box  of  raisins,  send  in 
advance  a box  of  painted  raisins?  Would  he  hire  a mechanic  to  make  wooden 
raisins?  Or  would  he  send  an  empty  box,  with  this  motto  painted  on  the  inside  bottom: 
“ Look  out  for  the  next  box?”  And  yet  this  same  merchant  thinks  he  has  a right, 
because  he  thinks  he  is  smart,  and  his  handsome  stenographer  smiles  at  his  alleged 
wit,  to  inflict  upon  the  public  ideas  of  advertising  which  would  be  considered  idiotic 
•or  even  actionable  if  applied  to  the  conduct  of  regular  business.  The  advertiser  has 
something  to  sell,  and  the  only  thing  the  advertising  is  good  for  and  is  to  tell  people 
he  has  it,  and  what  it  is.  Blind  advertising,  if  closely  connected  with  the  final  ex- 
planation, will  add  to  the  effectiveness  of  the  final  advertisement,  but  it  is  not  worth 
what  is  paid  for  it,  and  it  does  not  do  the  last  advertisement  enough  good  to  justify  its 
cost.  Frequently  a chair  is  turned  bottom  up  in  an  office,  and  when  it  is  so  turned  an 
advertisement  on  the  bottom  of  the  seat  is  good  for  something;  but  the  chairs  are 
turned  upside  down  too  seldom,  and  the  expense  of  hiring  men  to  do  it  is  too  great  to 
justify  this  method  of  publicity.  Blind  advertising  may  pay,  because  if  given  any  kind 
of  a chance,  advertising  is  likely  to  assist  business,  but  the  writer  has  never  received 
any  evidence  of  blind  advertising  paying  as  well  as  the  kind  of  advertising  people  can 
comprehend.  The  writer  knows  of  blind  advertisers  who  have  made  millions,  but 
they  have  never  presented  any  evidence  that  this  advertising  made  their  millions. 

Blind  advertising  must  be  transient,  and  can  never  continue  long  enough  for  a man 
to  discover  that  it  pays,  although  its  limited  life  often  proves  that  it  does  not  pay. 

It  is  fair  to  presume  that  these  blind  advertisers  of  success  made  their  money  by 
the  sensible  advertisements  they  used  afterwards.  Even  if  there  are  a few  cases 
where  there  appears  to  be  absolute  proof  of  the  effectiveness  of  blind  advertising, 
these  cases  are  in  such  minority  as  not  to  aflect  the  principles  of  the  law  of  averages. 

Everything  has  its  fundamental  law,  and  exceptions  to  that  law  are  dangerous. 

There  is  a definite  principle,  theory,  or  practice  of  advertising  which  is  accepted 
by  advertisers,  and  nothing  which  outrages  these  conditions  is  likely  to  succeed, 
although  it  may  succeed  in  isolated  cases.  An  idiot  has  often  saved  a railroad  train 
from  wreckage,  but  no  sensible  railroad  man  employs  an  idiot  to  flag  a train.  Ille- 
gitimate methods  of  advertising  have  sometimes  paid,  but  no  sensible  man  sails  against 
the  tide  of  publicity  if  he  has  the  power  to  turn  his  ship  of  trade  into  the  natural 
current  of  success. 


Politeness 


“ As  you’d  be  treated,  so  treat  you  others  ” 

OLITENESS  in  business  is  a business  commodity. 

Goods  and  courtes}'  are  worth  more  than  goods  without  courtesy  in 
any  market.  A poor  thing  well  served  may  look  as  well  as  a good 
thing  poorly  served. 

Customers  are  unreasonable.  Shoppers  are  exasperating.  Salesmen 
are  human.  Saleswomen  grow  tired. 

Frequent  calls  for  what  one  does  not  have,  and  constant  dissatisfaction  with  what 
he  does  have,  breed  discontent,  peevishness,  irritation,  and  frequently  explosion. 

It  is  hard  to  treat  the  ill-mannered  with  smooth  and  constant  politeness. 

It  is  hard  to  sell  goods  anyway. 

There  is  no  fun  about  business. 

Buyi  ng  strains  the  energies,  and  selling  wears  body  and  mind. 

One  must  carry  goods  if  he  would  do  business,  and  he  must  have  salesmen  and 
saleswomen.  So  must  he  carry  in  stock,  — for  it  is  stock,  — a supply  of  perpetual 
politeness. 

Even  if  the  merchant  despises  the  customer,  if  he  has  not  been  insulting,  the  buyer 
should  be  served  with  courtesy,  for  the  worst  man  on  earth  likes  to  be  well  treated. 
It  should  not  be  forgotten  that  the  disagreeable  man  may  have  money,  and  money  is 
what  the  merchant  must  have  or  go  out  of  business. 

Simply  consider  politeness  a part  of  the  stock  in  trade,  and  store  it  up  during 
pleasant  days,  that  there  may  be  enough  to  stand  the  strain  on  disagreeable  days. 

The  employes  must  treat  everyone  with  persistent  and  balanced  courtesy.  Failure 
to  do  this,  under  all  circumstances  with  but  few  exceptions,  is  sufficient  cause  for 
reprimand;  and  a continuation  of  such  neglect  is  sufficient  reason  for  discharge. 

The  best  way  to  make  the  women  and  men  clerks  polite  is  to  be  polite  to  them. 

Human  nature  is  not  generally  strong  enough  to  stand  discourtesy  from  the  mer- 
chant and  the  customer  on  the  same  day. 

Nothing  kills  the  effect  of  advertising  quicker  than  lack  of  courtesy  and  politeness 
behind  the  counter. 

The  advertisement  may  be  filled  with  welcome,  and  it  ma}^  be  bordered  with 
beckoning  fingers;  but  if  the  welcome  is  not  in  the  store,  it  had  better  not  be  in  the 
advertisement. 


709 


710 


FOWLER’S  PUBLICITY 


An  off-hand  expression,  so  long  as  it  is  not  silly,  even  though  it  may  be  meaning- 
less, makes  the  customer  feel  at  home,  and  lets  loose  his  tongue;  and  if  he  talks, 
opportunity  is  given  the  salesman  to  talk  back,  and  no  man  of  any  sense  ever  said  that 
silence  was  golden  in  selling  goods. 

Talk,  if  smoothly  framed,  and  smoothly  uttered,  — and  there  is  not  too  much  of  it, 
— will  assist  in  selling  ever3^thing. 

It  is  the  business  of  the  salesman  to  show  interest  in  the  purchaser,  and  to  carefully 
and  politely  advise  and  suggest. 

The  customer  wants  to  buy  of  the  salesman  who  wants  his  trade,  and  who  thanks 
him  for  every  order. 

Half  the  saleswomen  and  salesmen  size  a purchaser  up  by  the  amount  of  his  pur- 
chase, and  with  eye  and  words  make  the  customer  uncomfortable  if  he  does  not  pur- 
chase a big  bill  of  goods. 

The  woman  who  buys  a package  of  hairpins  to-day,  and  is  politely  thanked  by  the 
saleswoman  for  her  trade,  ma\'  buy  a hundred  dollar  dress  pattern  to-morrow. 

The  salesman  has  no  right  to  discriminate,  and  while  it  is  his  business  to  sell  as 
much  as  he  can,  it  is  more  of  his  business  to  consider  the  buyer  more  than  the  sale. 

Consideration  is  the  one  thing  that  holds  trade,  and  lack  of  consideration  will  ruin 
the  best  business. 

Politeness  is  the  cheapest  thing,  and  yet  the  most  valuable  to  have  about  the  store. 

People  like  to  bu}’  where  the}'  feel  at  home,  and  where  little  courtesies  are  shown 
them. 

There  is  not  much  danger  of  overdoing  politeness.  Too  much  of  it  is  far  better 
than  too  little  of  it. 

Incidentally  it  may  be  remarked,  that  if  the  salesman’s  position  is  worth  fifteen 
dollars  a week,  the  proprietor  has  no  right  to  expect  to  obtain  twenty-five  dollars 
worth  of  Chesterfield  politeness  for  seven  dollars.  If  he  pays  the  salesman  to  be 
polite,  it  ought  to  pay  the  owner  to  be  polite  to  the  salesman;  and  the  employe  if  well 
paid  is  likely  to  distribute  his  politeness  to  the  merchant’s  benefit  as  well  as  to  his 
own. 

Make  it  an  object  for  the  saleswomen  and  salesmen  to  treat  everyone  with  courtesy. 
If  they  are  sick,  send  them  home  and  do  not  cut  their  pay.  A sick  seller  may  drive 
away  more  trade  than  a well  man  can  easily  regain. 

The  best  way  to  grow  politeness  in  the  store  is  to  treat  all  of  the  employes  so  well 
that  they  will  succeed  by  following  the  example. 

Politeness,  cheerfulness,  and  courtesy  are  as  essential  in  the  building  and  in  the 
holding  of  successful  trade  as  any  other  business  commodity. 


Facsimile  Handwriting 

“ The  fool  is  proud  of  his  chirography  ” 


ACSIMILE  handwriting  can  be  produced  inexpensively  and  easily 
from  writing  upon  perfectly  white  paper  in  black  ink. 

Ruled  paper  can  be  used,  and  ordinary  black  ink  will  do,  but  a 
thick  India  ink  will  produce  a better  result. 

The  size  of  writing  does  not  matter,  for  the  writing  will  be  photo- 
graphed, and  can  be  reproduced  in  a larger  or  smaller  size  than  the  original. 

The  wording  should  be  carefully  scanned  before  sending  to  the  engraver,  and  all 
mistakes  corrected.  Corrections  can  be  made  by  pasting  white  paper  over  the  word 
to  be  changed  and  writing  the  corrected  word  upon  it. 

The  value  of  this  class  of  advertising  is  questionable,  as  script  cannot  be  easily  read, 
and  not  one  man  in  a thousand  writes  legibly. 

There  is  nothing  particularly  original  about  it,  and  it  seldom  shovdd  be  made  to 
take  the  place  of  plain  type. 

The  identity  of  handwriting,  except  in  the  case  of  a signature,  has  no  value  what- 
ever, and  the  man  who  uses  this  method  of  advertising  for  the  display  of  any  personal 
identity  which  he  imagines  his  handwriting  gives  is  as  foolish  as  the  man  who  tries 
to  sell  dry  goods  by  the  display  of  his  portrait. 

When  this  style  of  lettering  is  used,  see  to  it  that  the  copy  is  prepared  by  someone 
who  knows  how  to  write. 

Even  if  the  original  is  done  with  a stub  pen  and  in  the  plainest  handwriting,  it  may 
not  be  as  effective  as  ordinary  type. 

The  method  of  engraving  is  either  by  process  or  cutting  upon  wood,  the  cost  of  a 
signature  by  either  method  being  about  the  same,  while  the  reproduction  of  con- 
siderable matter  can  be  done  much  more  inexpensively  by  photo-engraving. 

The  facsimile  personal  letter,  presumed  to  be  written  in  a lady’s  handwriting,  and 
of  a sort  of  social,  conversational,  and  private  character,  in  which  “Mary”  asks 
“ Dear  George  ” to  buy  her  a Blank  Bicycle,  this  advertising  being  injected  into  the 
contents  as  though  it  were  a part  and  parcel  of  it,  and  preceded  and  followed  with 
gossipy  slush,  that  the  reader  may  think  that  he  has  accidental!}'  received  a letter  in- 
tended for  somebody  else,  is  of  the  most  questionable  value,  partly,  because  it  is 
nonsense,  and  nonsense  is  not  business,  and  further  because  it  is  over-used  and 
frequently  illegitimately. 


Headlines 


1. 


(• 


“ The  bottom  is  known  by  the  top  ” 


HE  Strength  of  most  advertisements  is  in  the  headlines. 

Headless  advertisements  are  novel  by  contrast,  and  occasionally 
pay  by  right  of  change. 

The  fact  that  more  than  nine  hundred  and  ninety-nine  advertise- 
ments out  of  a thousand  have  some  headline,  indicates  that  the  mission 
of  the  advertisement  is  first  in  attracting  attention,  and  that  to  attract  attention  is  the 
province  of  the  headline. 

It  is  manifestly  true  that  if  there  is  nothing  to  the  advertisement  to  suggest  the 
reading  of  it,  the  advertisement  will  only  be  read  by  those  who  have  neither  money 
nor  brains  to  buy  the  goods. 

A proportion  of  all  advertisements  are  only  glanced  at,  and  if  there  is  nothing  in 
the  headline  in  the  way  of  advertising,  the  value  of  the  advertisement  may  be  lost. 

The  headline  is  to  bring  the  eye  of  the  reader  to  the  advertisement  and  induce  him 
to  read  it;  if  there  be  no  headline  there  may  not  be  any  reading. 

The  headline  should  be  in  type  at  least  three  times  as  large  as  that  used  for  the 
descriptive  matter,  and  not  less  than  twice  as  large  as  any  type  in  the  sub-head  or 
introduction. 

The  shorter  and  fewer  the  words  in  the  headline,  the  better  it  is. 

Headings  should  never  occupy  more  than  a half  a dozen  lines;  if  they  can  be  con- 
fined to  not  more  than  two  or  three  lines,  so  much  the  better. 

The  custom  of  using  small  type  for  headlines  and  closely  following  it  with  intro- 
duction or  description  set  in  type  nearly  as  large,  although  used  by  many  successful 
houses,  is  not  one  which  has  many  arguments  in  its  favor. 

Never  use  long  words  or  words  not  easily  understood  in  headlines. 

Use  lower  case  instead  of  caps  except  where  there  is  not  more  than  one  or  two 
short  words. 

Never  begin  a headline  with  a lower-case  letter.  This  custom  is  neither  original 
nor  sensible,  and  the  foolishness  of  it  counteracts  any  adv^antagc  of  novelt}'. 

Legibility  is  the  first  consideration,  and  legibility  does  not  admit  of  the  erratic,  or 
any  display  of  idiocracyisms. 

If  one  would  be  funny  let  him  hire  a man  to  laugh  at  him,  and  not  inflict  the 
malady  upon  the  public. 


712 


HEADLINES 


713 


r 

i 

i 

t 


Right  Prices 

»•••••••••••••••••••••••••••••••••••••••< 

All-Ready  Overcoats 


Honesty 

The  Store  of  Safety 

•••••••••••••••••••••••••••••••••••••••• 

Guaranteed  Quality 


j Tell  Your  Husband 

I Know  All  Women 

I Just  For  To-day 


j Will  Be  Out  Of  ’em  To-morrow 


: 

41 


Long  Wear 

•••••••••••••••••••••••••••••••••• 

Sub-Cellar  Prices 


I 

i 

I 

i 

i 

i 


I 


o 


: 


: 


: 

i 


Glad  To  See  You 


t 


Plates  Nos.  i to  12. — These  headlines  are  general.  It  is  obvious  that  specific  expressions  could  not  well  be  given  here.  The  specimens 
in  other  departments  present  a great  variety  of  catch-lines.  Set  in  French  Elzevir.  6 Point  Border  No.  71. 


714 


FOWLER’S  PUBLICITY 


We  Are  Yours 


: 

: 


i 

I 


^ The  House  of  Reliability 

I Are  Your  Soles  On  Earth 

About  Arctics 
Make  Yourself  at  Home 


•* 


I 


Prompt  Delivery 


Sensible  Styles 


Your  Hatter 


Welcome 


We  Have  It 


Excellence  Eor  Sale 


i 


i 


Plates  Nos.  13  to  24. — These  headlines  are  general.  It  is  obvious  that  specific  expressions  could  not  well  be  given  here.  The  specimens 
in  other  departments  present  a great  variety  of  catch-lines.  Set  in  French  Elzevir.  6 Point  IJorder  No.  71, 


IIICADLINKS 


7^5 


Do  nol  use  blind  headlines  if  they  ean  he  avoided,  lor  the  blind  headline  is  onl}’  tjf 
value  to  the  reader  of  the  ad\ertisement,  while  the  deseriptive  headline  does  a 
certain  amount  of  good  with  everyone  who  opens  the  paper  containing  the  ad\ertise- 
ment. 

d'he  headline  that  means  something  impresses  itself  upon  everybody,  while  the 
blind  headline  reaches  only  the  few. 

In  the  headline  avoid  the  use  of  the  eheap  and  overc(jmmon  wemds  discussed  in 
the  department  entitled  “ Common  Phrases.” 

The  successful  headline  must  be  in  keeping  with  the  character  of  the  advertise- 
ment. If  the  advertisement  is  sensational,  the  headline  must  also  be  sensational. 
If  the  advertisement  is  dignified,  the  headline  must  be  dignified. 

The  arguments  are  about  evenly  divided  for  and  against  the  descriptive  headline 
which  refers  to  the  use  or  the  character  of  the  goods,  and  the  headline  which 
mentions  the  goods  by  name.  Neither  of  these  styles  is  blind,  as  both  of  them  mean 
something. 

The  descriptive  headline  which  does  not  mention  the  name  of  the  goods  attracts 
the  attention  of  those  who  may  be  slightly  prejudiced  against  the  goods  advertised, 
and  who  would  not  begin  to  read  an  advertisement  if  it  was  about  this  particular 
line. 

The  headline  giving  the  specific  name  tends  to  keep  that  name  always  before  the 
public,  and  has  the  decided  advantage  of  the  most  positive  and  direct  advertising. 

It  is  a question  which  is  the  better,  and  the  better  way  to  do  is  to  use  both. 

If  possible,  headlines  should  be  euphonious,  and  have  about  them  a certain  swing 
and  speaking  ease  capable  of  being  remembered  and  repeated. 

Whenever  possible,  have  the  headlines  set  in  a different  type  from  that  used  for 
those  in  most  of  the  other  advertisements  in  the  paper  or  magazine,  that  they  may 
attract  by  their  difference  from  others. 

Nev’er  say  too  much  in  an  advertisement,  but  if  one  is  going  to  cut  the  size  of  the 
type  to  make  room,  let  the  cutting  be  below  the  headline  and  not  in  the  headline. 


Business  Letters 

“ When  you  write,  write  right  ” 


HE  business  letter  is  advertising.  It  advertises  the  things  written  about 
or  the  writer  of  it.  Nearly  all  business  letters  are  read,  even  when 
written  entirely  in  the  interest  of  the  sender. 

The  writer  refers  to  business  letters  whieh  are  personally  written 
and  personally  directed,  and  are  not  merely  circular  letters, 
of  a circular  letter  becomes  personal  when  its  mechanical  execution 
closely  resembles  the  regularly  written  typewriter  letter,  or  the  handwritten  letter. 

Reproductions  of  handwriting  and  of  the  typewriter  have  no  more  value  than 
printed  circulars,  unless  their  manifolding  is  disguised.  Better  use  type  that  folks 
can  read  easily  than  faint  duplicates  of  t3’pewriter  or  of  the  pen.  Be  brief  if  the 
subject  will  allow  it,  but  it  is  better  to  be  too  long  than  too  short,  because  it  is 
better  to  overtell  the  story  than  not  to  tell  enough  of  it  to  enable  the  reader  to  un- 
derstand what  the  writer  is  driving  at.  Do  not  make  the  business  letters  too  original. 
Do  not  attempt  fine  writing.  Do  not  make  them  literary.  The  business  letter  is 
simply  written-out  conversation,  in  which  the  speaker  tells  his  story  b}'  writing  it. 

The  business  letter  must  not  be  smart.  It  must  simpl}’  represent  the  sender  in 
style,  quality,  and  length.  The  business  letter  must  not  be  too  long  or  too  short.  It 
must  tell  its  story  to  the  best  of  the  ability  of  the  writer. 

One  half  of  the  business  letters  arc  not  perfect!}^  nor  even  grammatically  con- 
structed, and  not  one  business  letter  in  a hundred  is  properly  punctuated. 

The  wholesale  house  is  known  by  its  business  letters,  as  generallv  eighty  per  cent, 
of  its  customers  never  enter  its  doors. 

The  business  man  pays  good  salaries  to  his  salesman  and  to  his  buyer;  he  fits  his 
office  up  in  solid  mahogany  with  gilded  mountings,  and  3'et  he  expects  a seven- 
dollar-a-weck  ty’pewritcr  to  produce  work  in  keeping  with  the  surroundings. 

Few  of  the  bu3’ers  ever  see  the  store;  few  of  them  know  what  it  looks  like;  tew 
have  ever  seen  the  merchant.  The  personal  connection  between  the  two  is  limited 
to  the  appearance  of  the  salesman  and  the  correspondence. 

It  is  essential  that  business  letters  be  well  dressed.  Thc3'  should  represent  the 
business  as  fulty'  as  the  store  in  which  the  business  is  done  can  represent  it. 

The  merchant  calls  in  his  stenographer,  rapidty'  dictates  a letter,  and  veiy  likel\' 
through  lack  of  education  and  time  docs  not  do  it  ]')roperl3’.  The  3’oung  woman 


The  matter 


BUSINESS  LETTERS 


717 

transcribes  it  on  the  t}pewritcr,  and  the  (piality  of  her  work  is  very  likely  e()ual  to 
the  amount  of  her  salaiy.  If  she  draws  only  the  pay  reeeived  by  the  average  ty  pe- 
writer, she  should  not  be  expected  to  be  grammatical.  She  may  know  how  to  spell, 
but  there  is  not  one  ehanee  in  a hundred  that  she  knows  how  to  punctuate.  The 
letter  goes  out,  and  if  it  happens  to  strike  an  intelligent  receiver,  he  cannot  think 
well  of  the  goods  sold  by  a man  who  does  not  know  enough  to  write  a business 
letter,  and  has  not  sense  enough  to  hire  some  one  to  supply  his  deheiency. 

The  importance  of  a business  letter  cannot  be  overestimated.  It  is  an  essential 
part  of  business,  and  always  must  be.  It  should  never  be  written  indifferently,  and 
never  incorrectly.  A spoken  word  leaves  only  a memory’s  record  of  itself.  A 
written  word  is  recorded  forever.  If  one  must  be  foolish  in  what  he  says,  he  should 
never  put  his  ineonsistencies  in  writing.  One  may  say  a thing  that  he  does  not 
mean,  and  his  facial  expression  may  tell  the  listener  that  he  is  joking.  When  he 
writes  anything,  he  is  supposed  to  mean  what  he  says;  and  the  receiver,  miles  away 
from  him,  and  perhaps  but  a stranger  to  him,  must  judge  him  and  his  business  by 
what  he  writes,  no  matter  what  he  may  mean.  The  name  and  address  of  the  party 
written  to  should  always  appear  at  the  head  of  the  letter,  because  when  the  letter 
is  referred  to  in  the  letter  or  copy-book,  the  sender  should  not  be  obliged  to  look 
elsewhere  for  the  address.  Every  letter  should  be  copied,  because  the  letter  which 
one  thinks  not  important  enough  to  copy  is  likely  to  be  the  letter  he  wants  to  refer 
to  within  thirty  days.  The  signature  should  be  readable. 

All  great  men  may  be  poor  writers,  but  all  poor  writers  are  not  great  men. 

If  one  cannot  properly  sign  his  business  letters  himself;  if  the  letter  is  not  in  the 
nature  of  a formal  contract,  he  should  let  somebody  else  in  the  office  sign  it  for  him. 

The  receiver  has  a right  to  know  the  name  of  the  party  signing  the  letter,  and  it  is 
sometimes  very  important  to  both  parties  that  the  handwriting  should  not  prevent 
identification.  The  business  name  and  address  should  be  in  readable  type  at  the 
head  of  the  letter,  and  all  fancy  type  or  script  should  be  avoided  for  proper  names. 
If  the  letters  are  ever  signed  by  individuals,  the  names  of  the  officers  and  partners, 
and  those  authorized  to  sign  letters  should  be  printed  in  small  t3"pe  at  the  top,  so  that 
in  case  of  blurring  the  identity  of  the  signer  may  be  discovered  with  assistance  of  the 
letter  heading.  The  use  of  the  typewriter  cannot  be  overcommended.  No  firm  doing 
much  correspondence  is  justified  in  sending  out  long-hand  letters.  If  the  receiver 
has  a considerable  correspondence  he  is  likely  to  lay  aside  handwritten  letters  and 
attend  to  the  typewritten  letters;  he  ma}^  even  neglect  to  read  the  former  altogether. 

A letter  of  more  than  two  pages  should  never  be  written  in  long-hand,  even  if  it  is 
necessary  for  the  sender  to  go  outside  for  typewritten  work,  unless  it  is  impossible  to 
obtain  the  typewriter.  It  is  presumetl  that  the  writer  of  a letter  is  more  interested  in 
its  contents  than  the  receiver,  and  it  is  the  business  of  the  one  more  interested  to 
make  the  work  easier  for  the  one  less  interested.  When  one  sends  a business  letter 
it  carries  with  it  his  request  that  it  be  read,  and  the  easier  he  makes  it  for  the  reader 
the  more  likely  the  receiver  will  be  to  be  impressed  with  its  contents. 


Saleswomen 


Any  fool  can  be  a lady  ” 


AN  a woman  sell  goods  as  well  as  a man?  That  depends  upon  the 
woman.  There  are  more  saleswomen  than  salesmen.  The  averas-e 

o 

woman  is  not  a good  seller,  not  because  she  cannot  be,  but  because 
she  does  not  try  to  be.  Women  buy  nearly  everything,  and  certainly 
the  sex  that  buys  should  make  the  better  sellers. 

So  long  as  opportunities  are  not  open  to  women,  and  they  are  hired  because  the}’ 
are  cheap;  and  so  long  as  the  chief  end  of  woman  is  matrimony,  man,  not  by  ability, 
but  through  circumstances,  will  be  worth  more  as  a seller  in  every  market. 

There  are  exceptions,  for  the  able  woman  is  sometimes  more  than  the  equal  of  the 
able  man  of  the  same  class;  but  it  is  the  business  of  this  book  to  discuss  things  as 
they  are,  until  there  is  a prospect  of  change. 

In  most  of  the  stores  the  saleswomen  have  as  much  individuality  as  the  inmates  of 
a prison.  They  are  known  by  number,  and  they  are  subjected  to  collective  disci- 
pline. They  are  to  blame  for  their  condition  as  much  or  more  than  the  men  who  hire 
them,  for  it  is  the  selfish  business  of  hard  business  to  buy  what  it  can  at  the  lowest 
price,  and  not  to  pay  what  a thing  is  worth  if  the  thing  itself  passively  allows  itself  to 
be  underrated  and  sells  itself  for  the  time  being,  without  thought  of  the  future  and 
without  an  attempt  to  increase  its  value. 

In  the  woman  is  stored  a mine  of  advertising  value  which  will  come  out,  for  or 
against  the  man  who  hires  her;  and  it  is  his  business  to  regulate  the  natural  advertis- 
ing ability  of  woman  so  that  every  one  of  his  saleswomen  will  be  a walking,  talking 
advertisement  of  his  store.  The  character  of  every  office  is  known  b}’  the  women  in 
it.  The  competent  saleswoman  is  found  in  the  hrst-class  store. 

A store  with  respectable  women  behind  the  counter  does  not  need  as  much  adver- 
tising as  t|ie  store  where  the  goods  are  sold  by  indifferent  saleswomen  whose 
minds  arc  at  the  ball  or  thinking  of  next  week’s  picnic. 

The  buyers,  and  especially  the  women  buyers,  will  cheerfully  pay  more  money  at 
the  store  where  the  woman  behind  the  counter  shows  an  interest  in  them,  than  they 
will  at  the  store  where  the  saleswoman  does  not  know  whether  she  is  in  the  store  or 
not.  Saleswomen  are  not  only  selling  conveniences  as  they  are  commonly  classified, 
but  they  are  individual  advertising  machines,  and  their  word  ol  mouth  can  be  made 
to  advertise  the  goods  and  the  store. 


SALESWOMEN 


719 


'J'hcrc  arc  women  who  arc  intcrcstctl  in  their  work,  and  a little  extra  wages 
will  bring  them  to  the  storekeej')er  who  finds  that  harmony  in  business  means  contin- 
uous profit,  that  it  is  necessary  to  have  quality  in  saleswomen  as  well  as  cjuality  of 
goods,  and  that  cordiality,  respectability,  and  politeness  should  not  be  confined  to  the 
advertisements.  There  is  no  sense  in  crying  welcome  in  the  public  print  when  the 
face  of  the  saleswoman  is  turned  towards  the  wall,  or  when  she  is  more  interested  in 
personal  gossip  than  in  selling  the  goods  before  her.  Where  is  the  consistency  in 
inviting  people  to  call  and  insulting  them  when  they  do  call. 

What  is  the  good  of  the  well-worded  advertisement  if  the  seller  is  vulgar  mouthed? 

It  is  cheaper  to  pay  a little  more  for  good  salesmanship,  sell  more  goods,  and  make 
the  advertising  pay  better,  than  to  try  to  make  the  advertising  not  only  announce  the 
goods,  but  take  the  place  of  common  selling  decency. 

The  storekeeper  is  partly  to  blame  for  this  indifference,  because  he  makes  no 
effort  to  encourage  his  saleswomen. 

A reading  room  for  the  girls,  and  a suitable  retiring  room  in  case  of  sudden  illness, 
an  occasional  picnic,  and  other  evidences  that  the  man  at  the  helm  considers  them 
women  and  not  numbered  parts  of  machinery,  will  pay  for  themselves  a hundred 
times  over  in  making  the  indifferent  girl  different,  and  by  instilling  into  every  sales- 
woman the  feeling  of  ambition. 

Let  the  intelligent  storekeeper  do  his  duty,  and  the  saleswomen  may  do  the  rest. 

This  book  is  not  a philanthropic  effort;  it  would  be  out  of  place  to  discuss  this 
question  upon  any  moral  ground,  but  it  is  fortunate  indeed  that  in  this  particular 
selfishness  and  morality  are  inseparable. 

The  better  assistants  are  treated,  the  better  they  can  work;  and  the  better  they 
work,  the  more  money  they  will  make  for  the  man  who  hires  them. 

Saleswoman  No.  462  cares  nothing  about  herself,  the  man  she  works  for,  or  the 
customer;  but  Miss  Smith  respects  herself,  and  the  man  she  works  for,  and  is  likely  to 
treat  the  customer  decently.  Some  progressive  houses,  either  from  selfishness  or  from 
philanthropy,  or  a combination  of  both,  have  introduced  free  lectures  and  entertain- 
ments for  the  benefit  of  their  employes,  and  these  have  never  failed  to  pay  an  extra  profit. 

It  is  much  better  for  the  merchant  to  furnish  his  salesmen  with  something  to  talk 
about  than  to  let  them  create  their  own  gossip,  and  the  more  he  can  turn  their  con- 
versation towards  his  business,  the  more  free  advertising  he  will  obtain. 

An  entertainment  for  employes,  whether  it  be  a dance,  a lecture,  or  performance, 
is  a magnificent  advertising  plan,  for  all  the  papers  will  speak  of  it,  the  girls  will  all 
tell  of  it,  and  other  girls,  employed  in  other  stores,  — or  unemployed,  — are  always 
in  favor  of  buying  of  the  man  who  respects  their  sex  and  makes  it  easier  for  those* 
who  are  obliged  to  labor. 

From  an  advertising  point  of  view  alone  the  entertainment  for  the  saleswomen  and 
salesmen,  and  other  employes,  is  worth  a good  deal  more  than  it  costs. 

Happy  is  the  man  who  does  good,  and  makes  nothing. 

How  much  happier  is  the  man  who  does  good  and  makes  mone}^  doing  it  ! 


Women 


“ She  is  the  first  estate  in  buying  trade  ” 

OMAN  is  the  power  behind  the  man,  greaterdhan  the  man  himself. 
Woman  is  the  buyer  of  ever3'thing. 

Man  was  made  first,  but  woman  came  so  quickly  afterward  that 
man  never  had  a chance  to  enjoy  and  realize  the  blissful  state  of  being 
monarch  of  all  he  surveyed. 

In  the  days  of  Eden  women  took  charge  of  afi'airs. 

The  man  who  thinks  he  is  independent  of  woman  fools  not  woman,  but  himself. 

Ninety  per  cent,  of  all  goods,  whether  flour,  molasses,  skirts,  shirts,  shoes,  trousers, 
stoves,  tinware,  horses,  carriages,  furniture,  carpets,  food,  or  other  line  is  purchased 
directly  by  woman  more  or  less,  and  principally  less,  influenced  by  man. 

Without  depreciating  the  great  mechanical  interests  of  the  country,  ever}'  thinking 
man  while  thinking  will  surprise  himself  with  the  discovery  that  by  far  the  larger 
part  of  the  direct  product  of  the  earth  and  of  machinery,  is  intended  for  the  inside  or 
outside  of  the  human  bod}',  and  is  mostly  used  in  the  economy,  comfort,  or  luxury  of 
livingf. 

O 

Comparatively  little  is  made  and  sold,  except  machinery,  which  is  not  intended  for 
home  use. 

Woman  controls  the  family,  and  she  properly  is  the  queen  of  the  home,  and  so  long 
as  she  continues  to  have  the  children,  just  as  long  will  she  buy  everything  made  for 
and  used  by  the  meiubers  of  the  household. 

Practically  all  the  buyers  are  either  directly  in  a family  or  connected  with  some 
family,  and  therefore  come  under  the  direct  influence  of  the  family  manager. 

The  great  factories  of  the  world,  the  workers  of  the  soil,  the  men  behind  the 
counters,  in  every  country,  are  laboring  in  the  production  and  distribution  of  things 
bought  by  woman. 

There  is  little  left  for  the  man  to  buy,  and  most  men  are  indisposed  to  buy  even 
the  things  they  need  themselv'es,  depending  upon  the  women  to  purchase  for  them 
almost  everything  they  wear,  and  practically  everything  they  have  outside  of  the, 
factory  treadmill  or  the  office  furniture. 

Woman  is  not  a monopolistic  buyer  because  she  wants  to  be,  — although  most  of 
them  are  willing  to  be,  — but  because  necessity,  conditions,  convenience,  and 
economy  demand  that  she  take  upon  herself  buying  responsibility. 


720 


WOMEN 


721 


'Tlic  writer  recalls  an  incident  that  occurred  some  time  ago  when  every  business 
man  said  that  things  of  business  should  be  advertised  to  men  of  business,  and  that 
woman  had  no  right  to  buy  man’s  goods,  and  would  not,  which  served  as  a con- 
\ ineing  argument  in  favor  of  advertising  goods  for  man  in  a way  that  would  attract 
the  eyes  of  woman. 

An  article  used  exclusively  by  men  was  advertised  in  a paper  read  exclusively 
by  women,  and  although  that  article  was  very  extensively  advertised  at  that  time  in 
publications  for  men,  the  actual  cash  receipts  from  this  woman’s  paper  advertisement 
were  two  or  three  times  as  large  as  those  from  a hundred  other  publications. 

The  unthinking  advertiser  has  only  to  think,  read  the  history  of  trade  from  the 
beginning  of  it,  and  to  look  through  his  own 
house  and  down  his  own  street  to  be  for- 
ever convinced  that  woman,  with  or  without 
man,  is  the  natural  buyer  of  practically 
everything  sold. 

The  merchant  may  claim  that  his  wife 
has  no  interest  in  the  set  of  his  clothes,  or 
in  the  whiteness  of  his  shirt  bosom;  that 
she  does  not  care  whether  his  office  chair  is 
soft  or  hard,  and  that  she  in  no  wa}^  attempts 
to  influence  him  in  an}'  purchase  or  in  the 
conduct  of  his  business. 

The  poor  man  started  in  with  the  wrong 
kind  of  a wife. 

The  average  woman,  because  she  is  not 
inside  her  husband’s  clothes,  and  can  see  all 
sides  of  him,  is  better  able  to  judge  of  his 
outside  appearance  than  the  man  himself. 

The  great  warrior  who  can  calmly  smoke 

51  p 1 0*51  T*  I'lP'foTP  "hlip  TPH rl f'o— nf  T'late  jno.  i.  a lorm  ot  advertising  wiiicti  is  likely  to  catcii 
a cigar  oeiore  me  reaci}  -10-sm0ke  mouins  01  the  woman’s  eye.  Heading  in  Tudor  Black.  Reading  matter  in 

many  cannon,  or  the  bold  navigator  who  Florentine  Border  no.  149. 

fears  neither  wind  nor  wave  and  calmly  stands  on  the  bridge  until  there  is  no  bridge 
to  stand  on,  is  seldom  brave  enough  to  appear  before  his  wife,  his  mother,  or  his  sister 
in  a pair  of  trousers  made  by  the  tailor  with  whom  she  is  not  satisfied. 

In  conversation  with  one  of  Chicago’s  most  progressive  business  men,  the  state- 
ment was  made  by  the  writer  that  the  reason  this  man’s  advertising  did  not  pay  was 
beeause  it  was  not  adapted  to  women. 

The  merchant  took  exception  to  this  and  smilingly  dared  the  writer  to  prove  the 
correctness  of  his  view. 

The  writer  cast  a driscriminating  glance  upon  the  clothes  worn  by  the  great  mer- 
chant, and  in  a sort  of  stage  whisper  said,  “ My  dear  fellow,  you  don’t  even  control 
the  buying  of  the  clothes  you  wear.” 


Us  be 
®ut  of 
Collaro 


The  Star  collar  looks 
well  until  it’s  worn  out, 
and  it  wears  out  slowly. 


722 


FOWLER’S  PUBLICITY 


How  about 
His  shoes 


“ Who  told  you?  ” instantly  enquired  the  merchant.  “ Nobody,”  replied  the  writer. 
“Well,  you  hit  it  right,”  said  the  business  man;  “I  have  been  paying  forty-tive 

dollars  for  a custom- 
made  suit  of  clothes, 
but  yesterday,  during 
momentary  attack  of 
I'  insanity  when  econ- 
omy seemed  to  be  of 
paramount  import- 
ance, I stepped  into 
a ready-made  store, 
and  bought  a fifteen- 


dollar  suit.  My  wife 
was  visiting  friends 

Plate  No.  2. — A good  heading  for  almost  any  line  of  men’s  wear.  Set  in  Gothic  No.  6.  i8  Point  the  Suburbs,  and 

Collins  Border  No.  199-  I ^et  her  Oil  her  way 

to  the  depot  to  meet  me.  I thought  I was  pretty  well  dressed,  and  rather  expected 
an  expression  of  gratified  surprise.  I got  the  expression  without  the  gratification. 
Her  first  words  were,  ‘John,  where  did  you  get  those  pants?’  Look  at ’em!  Do 
they  fit  me?  I am  one  of  the  few  who  cannot  wear  ready-made  clothing,  but  I,  the 
wearer  of  trousers,  had  to  be  told  by  one  who  did  not  wear  ’em,  that  the  trousers  I 
had  on  were  not  the  ones  I ought  to  wear,  and  she  was  a woman.  Yes,  3’ou’re  right, 
and  I knew  you  were  right  at  the  start;  but  masculine  conceit  sometimes  is  suffi- 
cient to  lose  money 
with.” 

The  real  power  ma}’ 
be  in  man,  and  the  nom- 


inal power  woman’s, 
but  the  nominal  power 
is  the  power  in  opera- 
tion, and  the  power  that 
the  advertiser  must  re- 
spect. 

Do  women  buy 
everything? 

Read  the  answer  in 
ninety  per  cent,  of  the 
advertisements  in 
every  magazine  and 
paper  of  general  circu- 
lation; in  fully  seventy- 
in  practicall}^  all  of  the 


Make  him 


Comfortable 


Plate  No.  3. — A catch-line  applicable  to  anything  of  masculine  comfort.  Set  in  Jenson  Old 
Style.  Jenson  top  and  side  piece. 

•five  per  cent,  of  the  advertisements  in  eveiy  dail}’  paper;  and 
advertisements  in  the  countiy  newspapers. 


WOMICN 


723 


A part  of  the  goods  advertised  to  reach  the  woman’s  eye  are  used  by  man,  but  the 
faet  that  they  are  advertised  so  that  the  woman  will  tell  the  man  about  them  is  the 
best  evidenee  that  woman  is  the  real  buying  power. 

One  half,  yes,  three  quarters  of  the  artieles  purehased  by  man  are  purchased  be- 
cause woman  told  him  to  buy  them,  or  quietly  suggested  that  one  article  is  better 
than  another  article. 

iNIan  is  a busy  being,  or  thinks  he  is;  he  cannot  beat  home  more  than  a part  of  the 
time,  and  he  has  neither  the  time  nor  the  inclination  to  do  the  buying. 

Naturally  man  depends 
upon  woman. 

The  writer  has  made 
m a n y experiments,  a n d 
without  exception  the  re- 
sults have  proven  that  to 
reach  woman  one  must  go 
to  woman;  and  to  reach 
man,  one  must  also  go  to 
woman. 

Direct  advertising  to  man 
need  not  be  entirely  done 
away  with,  for  there  are  a 
few  lines  of  goods  in  which 
he  is  sufficiently  interested 
to  do  his  own  reading  and 
his  own  buying,  but  this 
department  must  discuss 
averages,  and  not  unimpor- 
tant exceptions. 

From  sidewalk  to  roof 
every  detail  in  a retail  store 
not  devoted  to  some  mas- 
culine profession,  the  selec- 
tion of  employes  from  office 
boy  to  floorwalker,  and  the 
wording  of  advertisements, 
circulars,  or  announcements,  should  be  arranged  in  a way  best  adapted  to  attract 
woman’s  eye  and  gratify  woman’s  taste. 

Stores  selling  men’s  furnishing  goods,  and  office  furniture  establishments,  must  not 
forget  the  woman’s  influence. 

Il  the  man  is  wifeless,  and  is  not  arranging  for  a wife,  he  is  living  under  the  in- 
fluence of  some  female, — his  mother,  his  aunt,  his  sister,  or  somebody’s  else  sister. 

These  women  see  him  every  day;  they  meet  him  at  the  breakfast  table  and  at  tea; 


Is  shabby.  Why  don’t  you 
make  him  buy  a decent  one? 
Very  likely  his  hatter  fitted 
him  to  his  hat.  We’ll  fit  a 
hat  to  him. 

Plate  No.  4. — A strong  form  of  advertising.  Set  in  De  Vinne.  Single  Rule  Border. 


FOWLER’S  PUBLICITY 


724 

tlicy  arc  the  first  to  see  him,  and  the  last  to  sec  him,  and  tlic  only  people  who  meet 
him  when  he  is  not  in  the  treadmill  of  business.  Their  influence  over  him  of 
necessity  is  absolute,  and  in  few  cases  is  it  objectionable  to  him,  for  it  is  friendly. 

All  men  read  advertisements,  but  they  do  not  read  as  many  advertisements  as 
women. 

A well-written  advertisement  constantly  before  the  man  in  his  daily  paper  or  his 
favorite  magazine,  or  an}'  other  paper  he  sees  constantly,  if  it  is  brief,  must  be  read 
by  him  sooner  or  later. 

The  man  may  claim  that  he  does  not  read  the  advertisements,  but  if  he  can  read, 
he  cannot  help  reading  them  unless  they  are  too  long  to  be  read  at  one  glance  or  by  a 

succession  of  glances. 

All  men  are  influenced  by  advertisements  and  are 
accessible  to  advertising  arguments,  but  no  adver- 
tisement has  one  tenth  the  weight  with  a man  it  has 
with  a woman,  intelligence  and  social  position  being 
equal. 

The  advertising  columns  of  any  publication, 
whether  it  be  daily,  weekly,  or  monthly,  present 
to  woman  information  as  valuable  to  her  as  that 
contained  in  the  reading  pages  — and  its  value  is 
recognized. 

There  is  some  truth  in  the  statement  that  the 
average  woman  takes  more  interest  in  the  advertis- 
ingf  columns  than  she  does  in  those  of  genuine  read- 
ing  matter. 

The  woman  must  buy,  and  she  knows  it. 

Instinct  and  economy  are  constantly  suggesting  to 
her  that  she  get  the  most  for  her  money,  and  the  best 
there  is. 

The  woman  is  not  interested  in  the  bulk  of  the 
literature,  and  she  reads  it  because  she  thinks  she 
ought  to  read  it.  Happily  and  restfully  she  turns 
from  the  long-drawn-out  story,  with  its  heroes  and  heroines,  that  arc  too  natural  or 
not  natural  enough,  to  the  advertising  pages;  for  there  are  short  paragraphs,  short 
items,  and  illustrated  and  concise  information  concerning  the  things  she  wants  and 
can  have,  and  the  things  she  wants  and  never  will  have. 

Woman  reads  all  the  advertisements  even  though  she  knows  she  cannot  have  the 
goods  advertised,  for  she  is  naturally  interested  in  that  which  she  cannot  have  — and 
she  is  an  ever-ready  speaker  on  subjects  interesting  to  her. 

Many  an  advertiser  has  successfully  reached  high-grade  women  through  medium- 
grade  publications,  for  there  arc  not  enough  high-grade  women  to  keep  them  irom 
being  lonesome,  and  the  women  of  tone  must  mingle  with  the  women  who  want  it. 


\v()iM1':n 


725 


'The  woman  who  cannot  liavc  what  she  wants  likes  to  talk  about  it,  and  if  slic  is 
informed,  she  carries  the  advertisement  to  those  wlio  have  the  money  to  buy. 

Verily,  it  pays  to  reach  all  women,  for  the  woman  who  cannot  buy  will  tell  the 
woman  who  can. 

The  woman  who  will  not  read  advertisements  is  not  a woman — consequently  all 
women  read  advertisements. 

Advertisinsr  is  news  to  women. 

The  better  the  woman  the  more  deeply  interested  is  she  in  everything  her  men- 
folks  wear  and  want,  and  she  is  forever  reading  advertisements  that  she  may  buy  the 
desired  goods,  or  tell  them  where  to  buy  them. 

The  man  incidental!}^  remarks  at  the  breakfast  table  that  he  thinks  he  will  buy 
another  engine,  and  as  he  does  not  know  what  kind  of  engine  he  wants,  and  is  not 
prejudiced  in  favor  of  any  one  engine,  the  least  thing  will  turn  him  one  way  or 
another. 

The  wifely  wife  cuts  out  an  advertisement  of  an  engine,  and  gives  it  to  her 
husband;  the  husband  hands  it  to  the  engineer,  and  if  the  engineer  is  not  prejudiced 
in  any  direction,  the  catalogue  of  that  engine  is  sent  for,  and  half  the  battle  won  for 
the  seller  of  it. 

Advertisements  of  engines,  and  other  articles  used  exclusively  by  men,  are  now 
appearing  in  publications  read  almost  entirely  by  women. 

The  sister  does  not  like  her  brother’s  desk,  and  the  brother  knows  that  there  are 
other  desks  and  better  ones;  but  he  is  busy,  and  is  unconsciously  waiting  for  some 
one  to  tell  him  to  do  what  he  knows  he  ought  to  do. 

The  sister  obtains  a desk  catalogue,  or  visits  the  desk  store,  and  the  brother,  too 
busy  to  think  for  himself,  orders  the  desk  the  sister  selects. 

Half  the  men  do  not  know  enough  to  buy  a new  pair  of  shoes  or  to  have  an  old 
pair  mended  until  a woman  tells  them  to. 

The  spot  on  the  office  or  parlor  carpet  bothers  the  woman  and  does  not  trouble  the 
man. 

The  paint  on  the  house,  or  the  furniture,  the  location  of  the  home,  the  heating 
apparatus,  and  everything  about  the  house  and  place  come  under  the  direct  control 
of  woman. 

Woman  is  the  active  partner  in  the  home,  and  the  silent  partner  in  the  office. 

Man  pa3’s  the  bills. 

Woman  regulates  expenditure  for  personal  articles,  and  part  of  the  business  expense. 

It  may  be  said  that  woman  purchases  everything  from  shoes  to  shingles. 

The  clothing  and  management  of  the  children  from  infancy  to  manhood  or  woman- 
hood are  directly  parts  of  woman’s  business. 

Purchasing  for  the  children  is  no  small  part  of  buying. 

The  mother  is  the  power  behind  the  married  daughter  and  son,  and  she  uncon- 
sciously contributes  the  advice  which  prejudices  them  in  favor  of  one  article  or 
another. 


726 


FOWLER’S  PUBLICITY 


Man  shakes  off  responsibility.  Woman  glories  in  it. 

Nothing  in  this  department  must  be  taken  as  depreciating  the  value  of  business 
papers  which  reach  men  only,  for  such  publications  have  a distinct  value  in  their 
direct  appeal  to  men. 

It  is  believed, — and  experience  seems  to  justify  the  belief, — that  even  cigars,  pre- 
sumably to  be  smoked  by  man,  can  be  profitably  advertised  in  woman’s  papers,  even 
though  the  woman  ought  not  to  buy  them  for  the  man.  However,  she  has  to  stand 
the  odor  of  the  smoke. 

No  great  daily  paper,  great  magazine,  or  any  other  great  publication  has  ever 
gained  a large  circulation  unless  a portion,  if  not  the  bulk  of  the  matter  was  adapted 
to  the  wants  of  women. 

The  love  story,  the  woman’s  page,  the  children’s  column,  the  family  miscellany  in 
the  best  daily  papers,  point  conclusively  to  the  necessity  of  adapting  advertising  to 
family  needs. 

Nearly  all  the  customers  at  the  retail  stores  are  women. 

Nearly  all  advertisements  are  of  household  goods. 

Nearly  every  newspaper  has  a family  department. 

Nearly  all  magazines  are  more  than  half  for  women. 

More  than  half  the  plays  have  more  women  in  them  than  men. 

More  than  half  of  the  audiences  are  women. 

Women  are  everywhere. 

Good  advertising  is  the  advertising  which  adapts  itself  to  the  conditions  of  the 
buyer,  and  as  long  as  most  of  the  buyers  are  women,  and  most  of  the  goods  are  sold 
through  woman’s  influence,  advertising  for  women  or  to  women  will  constitute  the 
bulk  of  all  good  advertising. 

The  illustrations  apply  entirely  to  goods  for  men  advertised  to  reach  the  eyes  of 
women. 

The  other  departments  contain  hundreds  of  examples  of  the  presentation  of 
women’s  goods. 


Advertising  Space 

“ It’s  good  to  have  a good  deal  of  a good  thing  ” 


much  advertising  wastes  money, 
o little  advertising  wastes  money, 
o much  matter  in  too  little  space  wastes  advertising, 
o little  matter  in  too  much  space  is  extravagance, 
o much  space  is  better  than  too  little  space,  and  just  enough  space 
is  best.  Advertising  economy  is  necessary.  Economy  in  everything  saves  money. 
False  economy  kills  the  profits. 

When  eeonomy  is  practiced,  let  it  be  practiced  throughout  the  business,  and  not 
limited  to  one  spot,  or  to  advertising  alone. 

Goods  cannot  be  well  displayed  if  there  are  too  many  goods  for  the  counter. 

A crowded  window  turns  the  face  of  the  looker-in  away  from  it. 

A large  business  generally  needs  large  advertising  space. 

A small  business  sometimes  finds  it  best  to  enlarge  the  advertising  first,  that  the 
business  may  be  enlarged. 

No  man  of  sense  will  overcrowd  his  crockery  packing  basket,  and  let  one  cup 
smash  another  cup.  Yet  this  same  merchant  sometimes  packs  his  advertising,  as  he 
would  not  pack  his  crockery,  and  lets  each  part  of  the  advertising  injure  all  the  other 
parts. 

One  cannot  pack  more  than  a barrel  full  of  apples  into  a barrel  without  spoiling  the 
apples.  He  can  squeeze  them  in,  but  it  is  better  to  use  a cider  press  for  that 
purpose. 

One  cannot  crowd  a page  of  matter  into  a quarter  of  a page  of  space,  and  make 
folks  read  the  contents. 

One  can  use  too  much  advertising  space,  and  lose  money. 

One  ean  use  too  little  advertising  spaee,  and  lose  money. 

It  is  pretty  hard  to  use  just  enough  advertising  space  and  lose  money,  if  the  adver- 
tising matter  is  half  way  presentable. 

The  amount  of  advertising  space  must  be  proportioned  to  the  volume  of  existing  or 
prospective  business. 

Let  customers  crowd  the  store,  but  do  not  let  the  goods  crowd  it. 

Let  nothing  crowd  the  advertising  space. 

Better  have  plenty  of  ware  room  space,  and  plenty  of  advertising  space. 


728 


FOWLER’S  PUBLICITY 


Use  a small  space,  and  crowd  it  full  of  type  — if  one  can  hire  folks  at  a reasonable 
price  to  read  it,  and  if  one  can  make  those  hired  customers  buy  enough  to  pay  for 
hiring  them. 

When  expenses  are  cut,  do  not  slice  off  the  advertising  with  a broadaxe,  while 
expenses  here  and  there  in  other  departments  of  the  business  are  carefully  and  most 
cautiously  reduced. 

Common  sense  in  advertising  space  means  continuous  profit. 

Half  the  advertisements  contain  too  much  matter,  or  are  set  in  half  the  space  they 
ought  to  have. 

Let  one  save  when  he  can,  but  he  must  not  feed  the  spark  of  advertising  with  so 
little  fuel  that  he  himself  cannot  find  it.  The  small  advertiser  may  not  consistently 

use  a full  page,  and  many  a large  advertiser  does 
not  go  to  extremes  in  advertising  space. 

A fifty  thousand  dollar  business,  or  a business  of 
any  other  amount,  cannot  be  successfully  advertised 
unless  the  space  is  consistent  with  the  business. 

The  advertiser  may  be  successful,  but  he  wants 
to  be  more  successful;  and  to  enlarge  his  business 
he  must  enlarge  his  facilities,  and  enlarge  his  ad- 
vertising space. 

Tie  a string  to  the  experiments,  but  do  not  pull 
the  experiment  back  before  it  has  a chance  to 
achieve  its  healthful  purpose. 

The  successful  business  man  is  never  satisfied 
with  his  success. 

“ Enlargement  ” is  the  motto  of  business,  and 
successful  and  profitable  enlargement  means  more 
of  everything,  including  advertising. 

This  book  is  for  the  progressive  business  man  of 
reasonable  conservatism  and  a willingness  to  take 
legitimate  chances,  who  does  not  carry  his  money 
all  in  one  pocketbook,  and  is  anxious  to  make  reasonable  experiments,  keeping  his 
feet  firmly  in  the  beaten  track  of  business,  but  not  allowing  his  hands  to  drop  to  his 
side;  for  where  the  feet  are  well  founded,  the  hands  may  be  allowed  to  reach  even 
into  the  sky  of  visionary  experiment. 

The  good  business  man  never  takes  gambling  chances;  never  thoughtlessly  in- 
creases his  advertising  space;  he  simply  enlarges  here  and  there;  experiments  and 
figures  that  if  a little  of  a good  thing  pays  well,  more  of  the  same  good  thing  may 
pay  better.  He  is  a progressive  farmer  in  the  fertile  field  of  business,  planting  with 
plenty  of  seed,  and  giving  the  seed  plenty  of  room  to  grow  in.  It  is  useless  even  to 
suggest  ideas  to  the  man  who  only  studied  economy  for  economy’s  sake,  and  who 
figures  only  on  how  much  he  can  save  and  not  on  how  much  he  can  make. 


Foreign  Union  Life  insurance  Go. 

PAID  UP  CAPITAL,  $500,000 

$488  Assets  to  Each  $100  Liabilities. 
UNEXCELLED  FEATURES: 

INCONTESTABLE  AFTER  ONE  YEAR. 
NON-FORFEITABEE  AFTER  3 YEARS. 
PAID-UP  OR  EXTENDED  INSURANCE  pro- 
vided ill  case  of  failure  to  pay  jiremiums.  Life 
and  Endowment  Policies.  LOWEST  PREMI- 
UMS. ANNUAL  DIVIDENDS.  LOANS  UP  TO 
~,5P/o  OF  RESERVE.  ONE  MONTH’S  GRACE 
allowed  for  payment  of  premiums. 

Has  written  5IOKE  Insurance  and  has  MORE  In- 
surance in  force  than  any  otlier  Coiniiany  in  a like 
l>eriod  of  its  existence.  Issues  Renewable  Term, 
Ordinary  Life  Limited  Payments,  Endowments, 
Partnership  or  Joint  Life,  and  Trust  Fund  Policies. 

Energetic  and  Reliable  Agents  'Wanted, — Mew 
of  A^hilitg  can  secure  Eiberal  Contracts, 

For  Particulars  send  to 

Jones  Trust  Building,  Cor.  White  & Clinton  Streets. 

SMITH  & GREEN,  3Ianagers. 


Plate  No.  i. — A very  much  crowded  form  of  ad- 
vertisement, reproduced  from  one  now  in  use. 


A1)VKRTISIN(;  SPACE 


•729 


“ A penny  saved  is  a penny  earned  but  a penny  planted,  and  well  watered,  grows 
more  pennies. 

Broad  expenditure,  backed  by  thouglit  and  judgment,  is  broad  econoni}-;  and  broad 
economy  looks  not  at  the  saving  or  the  making  of  to-day,  but  tries  to  anticipate  the 
harvest  of  to-morrow. 

A little  advertising  space  may  pay;  and  if  it  does  pay,  and  the  business  can  stand 
it,  more  advertising  space  will  pay  better.  The  successful  merchant  allows  his  ad- 
vertising to  be  a little 
ahead  of  his  business, 
that  it  may  draw  his 
business  onward.  This 
man  of  profit  does  not 
make  the  locomotive 
too  small  for  the  train, 
but  builds  a 
gine,  even  of 
power  than  needed  for 
the  cars  it  drags,  that 
he  may  add  more  cars 
as  trade  renders  them 


large  ea- 
rn o r e 


necessary. 

The  volume 


Surety 


vertismg 


A life  insurance  company  founded  upon  the 
strength  of  success  and  capital. 


It’s  insurance  insures. 

t 

I Smith  & Green,  Managers, 

j Jones  Trust  Buiiding. 


of  ad- 
space  had 
better  be  a little  laore 
extended  than  the  vol- 
ume of  the  business, 
than  so  small  as  to 
allow  the  business  to 
slide  backward. 

There  are  few  cases 
where  too  much  adver- 
tising has  bankrupted 
an  advertiser,  if  he  had 
a good  thing  to  sell  and 
knew  how  to  sell  it. 

In  almost  ever^^  case  where  liberal  advertising  space  has  used  up  the  money  and 
not  brought  the  returns,  the  fault  has  been  that  the  advertiser  did  not  properly  meet 
his  advertisingf. 

Large  white  space  around  an  advertisement  is  not  space  wasted  because  it  throws 
the  advertisement  into  stronger  relief  and  forces  the  attention. 

A large  illustration,  even  though  it  may  not  illustrate  the  business,  — but  it  would  be 
better  if  it  did,  — assists  in  bringing  the  eye  to  the  advertisement,  and  therefore  may 


Plate  No.  2. — Matter  in  Plate  No.  i re-written  and  re-set.  There  is  generally  no  need  of 
enumerating  all  the  advantages  in  one  advertisement.  Better  leave  something  for  the  agents  to  say. 
Set  in  Howland.  6 Point  Lovell  Border. 


730 


FOWLER’S  PUBLICITY 


be  worth  the  space  it  occupies.  A border,  if  not  ridiculously  artistic,  and  if  in  har- 
monious contrast  to  the  advertisement,  is  worth  the  space  it  occupies,  because  it 
gives  conspicuousness  to  the  advertisement  as  well  as  individuality. 

The  advertisement  should  be  large  enough  for  the  matter  it  contains,  and  it  should 
be  separated  from  the  other  advertisements  with  borders,  rules,  illustrations,  or 
space,  that  the  eye  may  easily  reach  it,  without  being  obliged  to  hunt  through  a mass 
of  advertising  to  find  it. 

The  small  advertisement  unless  it  be  a classified  advertisement,  in  the  publication 
which  carries  a large  number  of  extended  spaces,  is  not  worth  as  much  proportionately 
as  the  same  size  advertisement  in  publications  running  smaller  advertisements. 

The  effectiveness  of  the  size  of  an  advertisement  depends  very  largely  upon  its 
relative  size  compared  with  other  advertisements  in  the  same  publication. 

The  advertisement  that  is  seen  the  most  readily,  other  things  being  equal,  is  the 
best  advertisement. 

True,  a small  advertisement  well  set  may  be  as  effective  as  a larger  one  poorly  set, 
but  this  does  not  disarm  the  argument  that  the  larger  the  advertisement  the  more  it  is 
worth;  and  it  is  generally  worth  more  proportionately  than  one  of  smaller  size. 


Advertisement  Making 

“ In  the  setting  of  the  good  is  the  good  of  it” 


jiN  days  of  savagery  the  knowers  of  little  ruled  arbitrarily,  and  the  law 
of  “ yes  or  no  ” was  preached  and  cruelly  practiced  everywhere. 

As  men  grew  wiser  the  glass  of  civilization  reflected  composite  and 
not  individual  wisdom,  and  the  more  they  knew,  the  more  they  knew 
they  did  not  know. 

As  intelligence  advances  and  greater  knowledge  opens  up  the  possibilities  of  the 
highest  intellects,  men  of  mind  temper  punishment  with  mercy  and  justify  a de- 
parture from  any  accepted  rule  or  law. 

The  fundamental  principles  of  railroad  building,  although  they  may  admit  of  little 
departure  from  accepted  rules,  are  no  longer  considered  immutable,  and  the  one  time 
axioms  of  science  are  now  regarded  as  mere  probabilities. 

As  the  world  advances  and  learns  to  know  much,  it  discovers  that  the  more  it 
knows,  the  more  opportunity  is  given  to  know  more. 

Perfection  has  not  been  reached  in  any  department  of  science,  art,  or  business,  and 
the  best  there  is,  is  best  because  it  is  better  than  the  has-been,  and  not  because  it  is 
the  best  that  will  be.  No  man  has  ever  framed  an  imperishable  rule  for  advertise- 
ment making,  although  many  men  in  their  pig-headedness  have  deceived  themselves 
into  believing  that  they  have  reached  the  highest  notch  in  advertisement  construction. 

The  many  years’  experience  of  the  writer,  his  knowledge  of  the  experience  of 
others,  his  long  practice  in  advertising  matters,  and  the  success  he  has  made, — or 
rather  what  kind  friends  have  said  he  has  made, — would  not  justify  him  in  claiming 
that  he  knows  how  to  frame  an  advertisement  perfectly,  or  in  establishing  any  set 
principle  for  advertisement  writing;  and  if  his  moderate  success  could  be  multiplied 
a hundred  fold,  he  would  repeat  this  statement  more  emphatically. 

The  advertisement  constructor  is  but  a publicity  physician.  He  must  do  his  best, 
and  bring  to  his  labor  his  own  abilit}^,  education,  and  practice;  and  in  combining  these 
with  what  he  has  learned  of  others,  attempt  to  produce  an  eftective  advertisement. 

No  physician  has  ever  invented  a treatment  which  he  dares  to  say  cannot  be  im- 
proved upon;  and  no  mechanical  builder  ever  created  a machine  admitting  of  no 
improvement;  and  if  the  evolution  of  medicine  and  mechanics  has  not  reached  the 
perfection  line,  what  right  has  any  advertiser  to  assume  that  any  form  of  advertising 
will  always  remain  the  best? 


73' 


732 


FOWLER’S  PUBLICITY 


Advertisement  writing  depends  upon  conditions,  — and  conditions  change. 

A style  that  has  done  well  for  one  man,  may  ruin  another. 

A picture  of  a pillar  of  salt  may  make  a good  trade-mark  for  salt  pork,  but  it  never 
will  do  to  stamp  it  upon  a milk  can. 

The  best  st3de  of  hotel  advertising  is  not  adapted  to  selling  shoes. 

The  best  style  of  yesterday  may  be  the  poorest  st}de  of  to-da}'. 

There  never  has  been  invented  an  advertisement  st}de  which  grew  better  as  it  grew 
older. 

The  writer  is  aware  that  several  large  drj'  goods  houses,  and  a few  other  concerns, 
have  persistently  used  a certain  form  of  advertising,  and  that  they  propose  to  continue 
that  form  indefinitely.  Because  that  style  has  paid,  and  does  pa^’,  is  not  an  evidence 
that  some  other  style  would  not  pay  better. 

Letting  well  enough  alone  is  a good  rule,  but  the  good  of  it  is  not  in  forever  fol- 
lowing it.  If  its  precepts  were  universally'  admitted,  there  would  be  no  progress. 

There  is  a vast  difference  between  thoughtlessly  trying  new  styles  and  being  over- 
conservative in  sticking  to  old  styles. 

An  old  style  shelved  and  brought  out  again  after  a sufficient  time  has  elapsed  may 
have  all  the  advantages  of  a new  style. 

There  are  more  than  a dozen  acceptable  and  profitable  styles  of  advertisement 
making,  and  it  is  suggested  that  a part  or  all  of  them  be  used  at  convenient  intervals. 

There  is  an  old-fashioned  argument  in  favor  of  never  changing  the  style  of  type  or 
the  style  of  writing,  under  the  assumption  that  when  the  people  once  become  used  to 
a certain  form,  it  is  not  best  to  make  any  efibrt  to  change  it  or  to  present  anything 
new  to  them. 

Successful  advertisers  have  acted  on  this  argument.  Several  generations  have  been 
healthfully^  brought  up  in  the  old-fashioned  farm  house  with  the  same  bedsteads  and 
the  same  old  chairs,  but  progressive  instinct  and  civilization  demand  a change. 

A good  thing  becomes  tiresome,  and  people  become  restless  at  seeing  the  same  old 
style  continually. 

Change  is  necessary'*  not  a daily^  change  of  style,  nor  even  a complete  renovation 
every  y'ear,  but  experience  has  proven  that  an  adaptation  of  all  the  good  styles  of  ad- 
vertisement making,  so  far  as  they^  are  appropriate  to  the  business,  builds  more  suc- 
cessful advertisements  than  an  adherence  to  any*  one  form. 

Change  of  style  does  not  mean  leaving  sense  and  taking  up  idiotic  originality,  and 
it  does  not  mean  that  the  dignified  advertiser  should  adopt  circus  advertising. 

Change  of  style  simply  means  that  every  variety  of  appropriate  advertising  form 
should  be  used,  and  that  the  same  common  sense  should  be  applied  to  the  selecting 
of  them  as  is  given  to  re-papering  the  wall  and  to  re-modeling  the  house. 

Return  to  some  progressive  city,  after  an  absence  of  even  five  years,  and  things 
seem  strange;  people  have  moved  from  house  to  house  and  built  new  houses,  and 
while  the  old  landmarks  remain,  they  have  been  embellished  with  the  introduction  ol 
new  ideas,  and  happier  combinations  of  old  ones. 


A 1 )\'  1-: \il'\S ICM KN'r  M A K I N(i 


733 


A\"ith  the  bcn'innin^^  ol'  pro^Tcssivc  advcrtisiipi^  canic  bold  statements,  and  the  use 
of  the  lar<;'est  and  blaekest  faee  t^’pe,  with  a manit'est  resentment  ol'  ain  thing  resem- 
blinii'  art  or  retinement. 

The  need  of  a change  produeed  a reaetion,  ereating  a whirlwind  of  both  good  and 
objeetionable  art.  The  poets  and  stoiy  writers  were  foreed  to  turn  their  attention  to 
advertisement  composition,  and  a greater  part  of  the  new  st}de  advertisements  were 
better  adapted  to  meet  the  vagaries  of  the  members  of  the  authors’  and  artists’ 
clubs  than  to  satisfying  the  taste  of  the  common  people  or  the  people  of  sense. 
Professional  advertisement  writers  were  in- 
cubated by  the  hundred.  They  came  from 
newspaper  offices,  studios,  the  bar,  and  from 
the  pulpit;  and  they  literally  poured  into  the 
advertising  arena  a stream  of  delicious  non- 
sense, which,  if  it  could  have  been  hardened, 
might  have  served  for  the  decoration  of 
afternoon  tea  cups.  It  was  absolutely  de- 
void of  business  sense,  and  it  almost  seemed 
as  though  an  effort  was  made  to  swamp  the 
article  in  the  preamble  or  to  make  it  seem 
like  a microscopic  pudding  in  a gallon  of 
sauce.  The  fact  that  an  advertisement  was 
a simple  announcement  of  something  to  sell 
was  lost  sight  of,  and  the  advertiser,  poor 
fellow,  accepted  the  commendation  of  the 
aesthetic  dude,  and  imagined  because  those 
who  would  not  buy  his  goods  praised  his 
advertisements,  those  who  would  buy  his 
goods  would  commend  them.  This  disease 
wovdd  have  continued  epidemic  if  common 
sense  had  not  vaccinated  it  with  business, 
and  induced  convalescence. 

The  so-called  advertising  experts  are  still 
living;  some  of  them  are  practicing,  and 
the  aesthetic  advertiser  has  not  altogether 
given  up  his  whims;  but  throughout  the  length  and  breadth  of  the  land,  the  adver- 
tising fraternity  is  breathing  in  a clear  atmosphere  and  is  rapidly  learning  and  begin- 
ning to  practice  common  sense. 

More  than  half  of  the  advertisements  of  to-day  are  really  advertisements,  and  not 
descriptions  of  Italian  sunsets,  or  the  effervescence  of  foaming  minds. 

It  is  obvious  that  the  discussion  of  many  matters  pertaining  to  advertising  construc- 
tion would  properly  come  within  this  department,  and  they  would  appear  if  they  were 
not  given  in  other  departments.  In  suggesting  methods  of  advertisement  making,  it 


Health 
Keeping 
Underwear 

WRITE  THIS  ON  A POSTAL. 


Jones  Hygienic  Underwear  Co., 

New  York  City. 
Please  send  me  free  your  dainty 
water-colored  booklet  on  underwear. 

Name 

Address 


The  Jones  Hygfienic  Underwear 
fits,  can’t  shrink,  can’t  irritate, 
absorbs  moisture,  prevents  coids. 

Plate  No.  i. — A form  of  advertisement  applicable  to  almost 
any  article  advertised  in  general  periodicals.  The  postal  card 
idea  simplifies  matters,  cannot  be  misunderstood,  and  gives  a 
labor-saving  similarity  to  the  replies.  Set  in  Howland  and 
Konaldson  Title  Slope.  i8  Point  Laurel  Border  No.  2. 


734 


FOWLER’S  PUBLICITY 


is  impossible  not  to  repeat  some  of  the  arguments  of  other  departments.  Ninety  per 
cent,  of  all  advertisements  occupy  too  little  space,  and  ninety-nine  per  cent,  of  all 
advertisements  contain  too  much  matter. 


u 
m 

p 

k 


5*S 

Itf 

Sli 

Itf 

MJi 

ml 


99 

Reasons 


Mji 


mi 

itf 


III 


A two-inch  story  cannot  be  told  in  an  inch. 

Extreme  brevity  is  not  profitable,  if  sense  is  sacrificed;  and  too  much  description 
is  also  unprofitable. 

The  best  way  to  write  an  advertisement  is  to  write  all  that  one  thinks  the  public 
wants  to  know  about  the  article,  and  after  he  has  it  all  written,  to  cut  out  every 
superfluous  word,  and  reduce  the  description  to  the  least  possible  intelligible  propor- 
tions. Whether  the  advertisement  be  long  or  brief,  it 
must  tell  the  story  in  its  entire t}’,  if  necessary;  or  if  only 
part  must  be  told,  it  must  tell  that  part  completely. 

Brevity  is  always  a consideration,  but  brevity  must 
not  be  allowed  to  interfere  with  advertisement  com- 
pleteness. 

Changes  of  advertisement  should  be  made  as  often  as 
possible,  and  generally  the  same  advertisement  should 
not  appear  twice  in  succession. 

If  the  wording  of  an  advertisement  cannot  be  changed, 
then  change  the  setting  of  it. 

A very  few  publishers  object  to  change  of  advertise- 
ment on  account  of  the  cost  of  setting.  This  is  a penny- 
wise-pound-foolish sort  of  economy,  sure  to  be  expen- 
sive in  the  end,  for  the  best  advertisement  best  pays  the 
publisher  as  well  as  the  advertiser. 

No  matter  what  the  style  may  be,  whether  following 
the  lines  of  the  poster,  or  the  refined  form  of  the  social 
advertisement,  it  is  extremel}^  doubtful  if  the  fresh, 
wearing  qualities  of  any  st^de  of  announcement  last 
much  beyond  a year. 

The  so-called  Wanamaker  style  of  advertising  is  per- 
haps paying  as  well  to-day  as  it  ever  did,  and  there  are 
few  department  or  other  retail  stores  which  cannot  use 
it  to  advantage;  but  it  is  suggested  that  a continuous  use  of  this  most  admirable  torm 
is  not  as  productive  of  results  as  a ehange  from  that  style  to  another,  and  perhaps  a 
change  back  again. 

The  Primer  style  is  excellent.  It  was  introduced  by  the  grandest  and  brightest  one- 
sided advertising  expert  that  ever  lived.  It  was  presented  when  it  seemed  as  though 
advertising  was  returning  to  the  dark  ages  ol  publicity.  It  was  as  though  a new 
sun  of  advertising  had  arisen,  and  the  reader  fairly  basked  in  its  glittering  rays. 

The  Primer  style,  even  though  not  written  by  this  remarkable  originator,  is  adapt- 
able to  any  business.  A reasonable  use.  ol  it  must  be  commended,  but  it  can  be  so 


Why  it  pays  to 
sell  the  Boston 
Machine  — first 
reason,  it  lasts; 
second  reason,  it  Jlj 
satisfies;  third 
515  reason,  it  is  mod= 
g|ern;  the  other  ^ 
ninety=seven  rea= 
sons  will  be  found 
in  our  catalogue,  Jg} 
and  in  the  machine 
when  you  see  't-  W 


Plate  No.  2. — A style  liable  to  fit  almost 
any  line.  Set  in  Taylor  Gothic.  i8  Point 
Barta  Border  No.  249. 


A I ) V K R I S I-:  M !<:  NT  M A K I NG 


735 


o\'er-iisccl  as  to  defeat  its  own  intention.  Nobody  keeps  the  same  j^oods  on  the  same 
eoimter  indefinitely,  and  the  shrewder  the  business  man,  the  more  often  he  arranges 
new  goods  and  re-arranges  old  ones. 

The  progressive  store  is  constantly  subject  to  change  from  the  whitewashing  of 
the  walls  to  the  new  carpeting  of  the  doors,  and  everything  done  to  make  the  good 
look  better,  and  to  add  to  the  better. 

The  quality  of  business  sagacity  is  manifested  in  the  constant  endeavor  to  show 
that  the  business  man  is  attending  to  business  and  is  always  on  the  alert  for  improve- 


ment. 

If  it  is  necessary  to  freshen  or  improve  the  walls 
and  interior  appearance,  is  it  not  all  the  more  nec- 
essary to  constantly  change  and  brighten  up  the 
advertising,  that  part  of  the  business  that  goes  out- 
side of  the  business  after  business? 

Because  a man  has  been  successful  under  gas 
light  is  no  reason  wh}"  he  should  not  be  more  suc- 
cessful under  the  electric  light. 

Radical  changes  are  dangerous  to  business;  and 
as  advertising  is  business,  it  is  never  advisable  too 
abruptly  to  change  things;  but  a complete  change 
in  typographical  display  or  in  form  of  wording,  if 
not  carried  into  the  sensational,  may  not  be  con- 
sidered a too  rapid  movement. 

Success  has  been  made  along  conventional  and 
proven-to-be-profitable  lines,  and  it  is  the  foolish 
man  who  runs  across  lots  and  tries  to  take  a short 
cut  to  success.  The  man  of  sense  keeps  his  feet  in 
the  beaten  path  of  success  and  never  allows  more 
than  one  foot  to  overstep  the  path  at  one  time. 
While  his  arms  are  reaching  out  for  newer  and 
fresher  things,  his  progressive  neck  is  lifting  his 
head  into  a higher  air  of  enterprise  that  sends  into 
the  conventional  feet  a new  circulation  born  of  the 
conditions  of  the  times. 


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The  good  of  an 
engine  is  in  what 
’twill  do  — the 
Worcester  en- 
gine does  the 
most  work— and 
it  doesn’t  wear  it- 
self out  doing  it.— 
It  is  a profit- 
builder  for  seller 
and  user  alike. 

Smith  Manufacturing  Co 
Worcester,  Mass 


Plate  No.  3. — -A  good  form  for  general  advertis- 
ing. Heading  set  in  Gothic  Condensed  No.  I.  Reading 
matter  in  Gothic  No.  6.  6 Point  Laurel  Border. 


The  old  fogy  idea  of  crawling  upon  all  fours  in 
the  rut  of  ages,  because  grandfather  did,  is  as  much  opposed  to  business  profit  as  the 
logic  which  puts  grain  in  one  saddle  bag,  and  a rock  in  the  other. 

The  dignified  advertiser  should  always  maintain  his  dignity  if  dignity  has  paid 
him  ; but  there  are  as  many  kinds  of  dignified  advertising  as  there  are  classes  of  sen- 
sation. 

The  one  simple  and  never-to-be-doubted  essential  of  advertisement  making  is  — 
simplicity. 


736 


FOWLER’S  PUBLICITY 


An  advertisement  may  be  eonsidered  the  same  as  making  a request  of  somebody, 
a request  that  will  largely  benefit  the  requester.  More  likely  than  otherwise  it  is  not 
granted  because  the  person  of  whom  the  request  is  made  does  not  discover  in  it 
any  possible  benefit  to  himself.  The  next  day  the  request  is  repeated  in  a slightly 
different  way,  and  adapted  to  the  conditions  of  that  da3^  The  request  is  again  re- 
fused, but  the  asker  is  not  discouraged,  and  continues  day  in  and  da}'  out  always 
making  the  same  request  in  substance,  but  changing  the  expression  of  his  face,  voice, 
and  words  so  that  they  may  be  adapted  to  the  condition  of  the  one  he  is  addressing. 


No 


sane  man  selling  a horse 


0000000O0000000O000C50OO00O 


SODA 

>00000000000000000000^ 

Let  others  ex- 
periment, Old- 
lander’s  5oda 
can’t  fail— Drop 
us  a postal  for 
cook  book— Old- 
lander  & Co., 
New  York  Citv. 


addresses  the  same  buyer  in  the  same  words  each 
time.  lie  does  not  say  “Want  to  buy  a horse 
and  repeat  that  sentence  with  the  same  emphasis 
every  day  for  a week.  lie  presents  the  same  qual- 
ities of  the  horse  each  time,  and  he  does  not  change 
the  tenor  of  his  remarks.  He  simply  serves  them 
difierently. 

It  is  the  old  story  of  the  bright  new  dipper.  After 
one  has  drank  the  water  from  a cut  glass  tumbler, 
how  much  more  refreshinsf  is  it  if  taken  from  the  old- 
fashioned,  long-handled  dipper,  so  bright  that  he  can 
see  his  nose  while  he  drinks!  The  water  is  the 
same,  and  the  drinker  knows  it,  but  it  tastes  better 
because  it  is  served  difierently. 

If  the  advertising  is  not  paying  and  the  goods  are 
in  active  demand  or  ought  to  be,  change  the  style  of 
the  advertising.  There  is  something  the  matter  with 
it.  Do  as  the  educated  physician  does.  If  one  kind 
of  acid  will  not  cure  the  patient,  he  tries  another 
kind.  And  then  he  tries  an  alkali,  and  he  keeps  on 


trying. 


good 


deal  of  a jjood 


thing 


is  better 


Plate  No.  4. — An  effective  way  of  setting. 
Heading  in  Gothic  Condensed  No.  i.  Reading 
matter  in  De  Vinne.  6 Point  Border  No.  75. 


Generally  a 

than  a little  of  it,  and  considerable  advertising 
pays  better  proportionately  than  a little  of  it. 

Let  the  advertiser  advertise  his  goods  more  than 
he  advertises  himself.  Barnum  was  for  sale,  because 
his  reputation  or  his  hurnbuggery  was  bigger  than  his  show,  and  he  advertised  the 
name  of  Barnum  in  type  as  big  as  that  used  for  the  display  of  the  attractions.  The 
firm  reputation  counts,  and  there  is  no  reason  why  the  firm  name  should  not  be 
sutficiently  prominent  to  show,  but  there  is  no  excuse  for  placing  the  firm  name  at  the 
top  and  the  bottom  of  the  same  advertisement.  The  fact  that  Smith  sells  cloaks  is 
important,  but  it  is  a good  deal  more  important  to  know  that  cloaks  are  sold  at 
wSmith’s.  The  would-be  cloak  buyer  is  not  looking  for  Smith’s  name;  she  is  look- 
ing for  cloaks,  and  if  Smith  has  a good  reputation,  his  name  helps  the  cloaks,  but  the 


A I )\l^:Rl'ISr:MENT  M AK  l NG 


737 


more  advertising  of  Smitli  alone,  unless  Smith  is  for  sale,  is  not  likely  to  sell  any- 
thing. 

Let  the  firm  name  oecupy  limited  spaee,  and  generally  plaee  it  at  the  bottom;  but 
there  is  no  objeetion  to  its  appearanee  at  the  top  provided  it  is  not  sutliciently  con- 
spicuous to  cloud  the  eliect  of  the  regular  heading.  Some  advertisers  argue  that 


Cbcfit 
Of  Shape 

in  sleeves  and  skirts  lasts 
a week— sometimes  less— 
in  all  the  imitations  of  the 
only  genuine  interlining, 
always  stamped* 


Libre 

Cbomes 


Plate  No.  5. — An  excellent  form  of  setting.  Display  lines  in  Satanick.  Reading  matter  in  Jenson  Italic. 
18  Point  Collins  Border  No.  173  around  advertisement.  30  Point  Contour  Border  No.  263  at  right. 


their  names  should  be  in  the  largest  type,  so  that  folks  will  know  the  advertisement. 

Nonsense.  Folks  need  not  know  that  the  advertiser  is  advertising.  They  do  not 
care  whether  he  is  advertising  or  not.  All  they  need  to  know  is  that  he  has  some- 
thing to  sell,  what  that  something  is,  where  he  is,  but  until  he  joins  the  circus 


738 


FOWLER’S  PUBLICITY 


business,  or  goes  on  the  stage,  or  runs  for  office,  there  is  no  reason  why  he  should 
advertise  himself. 

The  custom  of  having  a neatly  engraved  block  of  the  firm  name,  which  acts  as  a 
sort  of  trade-mark,  is  very  efiective,  and  its  continuous  use,  if  it  is  not  too  conspicuous, 
is  to  be  recommended  to  department  stores  and  other  retail  houses  that  use  large 
space;  but  it  is  questionable  whether  or  not  such  forms  are  of  any  particular  value  to 
the  general  advertiser. 

If  the  advertisement  is  worth  reading,  it  will  be  read;  and  if  it  is  read  the  reader 
will  find  out  who  the  advertiser  is  if  his  name  is  at  the  bottom. 

If  a certain  article  like  Blank’s  Mustard  bears  the  name  of  the  maker  or  seller  of  it, 
the  name  then  becomes  a part  of  the  goods,  and  must  be  advertised  with  the  goods; 
but  it  is  not  necessary  to  place  the  address  directly  under  the  name  of  the  article,  and 
then  give  the  firm  name  and  address  again  at  the  bottom. 

Never  use  a mystifying  term  or  a word  difficult  to  pronounce  in  the  advertising. 

Big  words  show  small  brains. 

Do  not  set  before  the  reader  more  than  he  will  read.  No  one  can  make  him  read 
more  than  he  will,  therefore  one  is  wasting  efforts  when  he  wastes  words. 

Whittier,  in  his  natural  simplicity,  could  have  written  advertisements;  but  Byron 
and  Tennyson  and  Milton  would  have  written  over  the  heads  of  the  people. 

Admire  Browning  if  one  must,  and  so  long  as  one  may  claim  to  understand  him  — 
and  avoid  proving  it  — no  harm  is  done;  but  do  not  put  Browning  into  the  adver- 
tisements. 

If  one  can  make  more  money  attending  to  his  regular  business  than  in  learning  how 
to  write  an  advertisement,  let  him  show  his  good  sense  by  hiring  some  one  to  do  it. 

It  is  not  necessarily  to  one’s  credit  that  he  can  write  advertisements,  for  if  he  can 
write  them  it  may  show  that  he  has  neglected  some  other  part  of  his  business. 

The  physician  does  not  feel  ashamed  of  himself  because  he  is  not  an  expert  at  wood 
sawing,  or  a good  trader  of  horses;  and  the  merchant  should  not  feel  humbled  because 
he  cannot  saw  a leg  off'  or  know  how  to  administer  morphine. 

What  one  wants  is  the  best  he  can  get,  and  the  great  business  man  is  too  great  to 
try  to  do  everything  well.  lie  does  what  he  can,  and  hires  others  to  do  the  rest. 

Sometimes  the  shoe  clerk  can  write  a much  better  dr}'  goods  advertisement  than 
the  dry  goods  clerk,  provided  he  understands  dry  goods  generally. 

The  best  advertisement  is  the  advertisement  adapted  to  the  people  and  to  the 
goods;  and  if  it  is  so  adapted,  it  is  absolutely  unnecessary  that  it  read  well  to  the  ad- 
vertiser, or  to  his  wife,  his  doctor,  his  club  friend,  or  his  relatives. 

It  is  safer  to  give  an  advertisement  a headline  than  not  to,  but  occasionally  the 
headless  advertisement,  if  the  reading  type  be  very  large,  attracts  attention  by  its 
oddity. 

Never  set  an  advertisement  in  over-fancy  type,  or  in  any  type  that  cannot  easily  be 
read;  and  always  give  the  preference  to  lower  case.  On  the  typographical  appear- 
ance of  an  advertisement  depends  from  twenty-five  to  seventy-five  per  cent.ot  its  value. 


ADVERTISEMENT  MAKING 


739 


One  hcaclinij^  is  better  than  more;  too  many  headings  are  likely  to  detraet  from  one 
another. 

Do  not  have  many  lines  of  large  display  type  come  together;  and  do  not  mix  the 
style  of  displa}’. 

No  matter  if  it  docs  not  seem  to  be  quite  so  artistic,  use  large  type  for  display,  for 
the  advertiser  is  selling  goods,  not  art,  and  his  advertisements  arc  not  for  sale. 

Better  have  the  display  mean  something  than  be  altogether  blind.  The  public  has 
not  time  to  solve  advertising  riddles. 

Direct  advertising  is  far  better  than  indirect.  If  one  has  something  to  say,  say  it. 
Do  not  be  ashamed  of  it. 

Seldom  set  the  descriptive  matter  in  anything  but  Roman,  or  a t3'pe  resembling 
Roman.  Avoid  more  than  double  column  type  lines,  unless  the  t^qoe  is  very  large. 
People  do  not  like  to  read  matter  which  the^'  have  to  rule  off  to  connect. 

Do  not  be  afraid  to  use  plenty  of  blank  space  around  the  advertisement,  or  a har- 
monious border. 

Do  not  advertise  anybody’s  else  advertising.  One  ought  to  have  enough  to  keep 
him  bus3'  at  home.  It  does  not  make  the  goods  an}^  better  to  tell  people  that  other 
folks’  goods  are  worse. 

Better  make  affirmative  statements  about  one’s  own  goods  than  negative  assertions 
about  others.’ 

Ver}’  likely  the  advertiser  hates  the  man  across  the  street,  and  the  man  across  the 
street  hates  him.  Do  not  drag  petty  quarrels  into  the  advertisements.  Settle  3'our 
private  differences  privately. 

Do  not  copy  a neighbor’s  advertising  unless  you  would  advertise  your  neighbor. 

Conglomerate  advertising  does  not  pay. 

People  will  look  at  one  thing  when  they  will  not  look  at  two. 

If  3’ou  advertise  more  than  one  thing  in  one  advertisement,  separate  each  article  by 
space,  rules,  or  borders. 

Drive  one  nail  at  a time,  for  nobod}^  can  strike  two  nails  with  one  blow  of  the 
hammer.  Many  an  advertisement  which  the  advertiser  does  not  think  is  good  may 
be  doing  good.  If  the  advertisement  is  what  the  people  want,  so  long  as  it  is  within 
the  bounds  of  respectability,  it  is  a good  advertisement  no  matter  what  the  adver- 
tiser may  think  about  it. 

The  golden  rule  of  advertising  is  to  advertise  one  thing  at  a time  and  advertise  that 
one  thing  well. 

The  advertisement  is  not  a directory,  and  until  people  take  to  reading  directories 
from  cover  to  cover,  it  is  better  not  to  copy  directory  style. 

jMake  every  advertisement  readable. 

Remember  that  the  advertisement  is  for  the  reader’s  eye,  not  for  the  advertiser’s. 

Have  all  the  sentences  short,  and  all  complete. 

Paste  these  lines  on  3’our  desk:  “The  advertisement  is  for  the  bu^'er’s  eye,  not 
for  the  seller’s.” 


Cut  Prices 


“ The  cut  of  necessity 


HEN  times  are  good,  regular  goods  sell  for  regular  prices,  and  odd 
goods  sell  for  not  over-cut  price. 

When  times  are  bad,  regular  goods  sell  for  irregular  prices,  and 
broken  stocks  sell  for  anything  they  will  bring. 

Cut  prices  are  always  everywhere,  for  the  condition  of  the  goods, 
if  not  the  condition  of  trade,  may  necessitate  their  constant  existence. 

There  is  only  one  reason  why  price  is  cut,  and  that  is  because  the  goods  will  not 
sell  at  regular  price. 

Any  attempt  on  the  part  of  the  advertiser  to  convince  the  public  that  he  is  selling 
the  goods  for  less  than  price  because  he  is  a philanthropist — except  in  Christmas 
time  or  in  times  of  want  — will  be  received  with  derision,  for  business  is  business, 
and  no  sane  man  and  no  man  able  to  do  business  ever  sells  anything  for  less  than  he 
can  conveniently  obtain. 

Something  is  the  matter  with  the  goods,  or  something  is  the  matter  with  the  times, 
or  there  would  not  be  cut  prices. 

If  there  can  be  any  other  reason,  such  reason  is  not  admitted  by  the  public,  and 
therefore  there  is  no  commercial  reason  to  that  reason. 

No  matter  what  one  may  say,  and  no  matter  what  he  may  do,  the  public  will 
believe  that  the  reason  he  cuts  his  price  is  because  he  cannot  get  his  price. 

There  is  the  essence  of  truth  in  the  statement  that  one  would  rather  sell  his  goods 
for  less  than  price  than  carry  them  over  season,  but  this  argument  is  only  an 
admission  that  conditions  will  not  allow  regular  price. 

One  may  claim  that  he  is  short  of  money, — a foolish  claim  to  make,  for  it  is  a sign 
of  weakness, — but  the  fact  that  he  is  short  ,of  money  is  not  always  a reason  for  the 
cut  of  price,  because  if  the  goods  would  sell  at  full  price,  his  financial  embarrassment 
would  not  prevent  them  from  bringing  full  profit  value. 

The  public  will  assign  its  own  reason  for  the  cause  of  discount. 

There  is  no  use  lying  when  ever}’body  knows  one  is  lying. 

There  is  no  use  in  giving  a false  reason  when  everybody  knows  it  is  false. 

There  is  no  use  in  giving  an  honest  reason  if  nobody  will  believe  it  is  honest. 

The  only  way  to  get  over  the  objectionable  public  opinion  is  to  so  agree  with  the 
public  that  the  public  criticism  will  be  partly  disarmed  by  the  honest  admission  on 


740 


CUT  TRICES 


741 


the  part  of  tlic  advertiser.  Seienee  says  that  disease  ean  be  prevented  by  vaceinat- 
in«;  with  the  <;erms  of  that  disease. 

Apply  seienee  to  business  indisposition,  and  cure  the  disease  by  pitting  it  against 
itself. 

When  one  is  obliged  to  do  that  which  he  does  not  want  to  do,  and  knows  that 
public  opinion  will  reach  the  point  of  truth,  he  must  inoculate  the  public  with  his 
own  specially  prepared  virus,  that  antagonistic  public  opinion  — which  cannot  be 
prevented  — will  be  successfully  regulated. 

It  is  better  for  the  advertiser  to  apply  the  remedy  to  himself  than  to  let  others 
apply  it  for  him. 

If  one  cuts  prices  because  the  times  are  bad,  say  so. 

If  one  cuts  prices  because  he  has  too  man}’  goods,  let  him  admit  his  foolishness 
and  bad  judgment. 

If  one  cuts  prices  because  the  goods  are  not  in  style,  say  so,  for  if  they  are  not  in 
style,  no  words  of  his  can  put  them  in  style. 

If  one  cuts  prices  because  he  needs  the  money,  do  not  bluntly  admit  it,  but  do  not 
lie  about  it.  There  are  other  honest  reasons  which  one  can  give,  and  which  do  not 
show  his  financial  embarrassment. 

When  cut  prices  are  advertised,  give  the  former  price  and  the  new  price. 

Do  not.  inflate  the  former  price. 

Do  not  say  that  the  former  price  was  a dollar  when  everybody  knows  it  was 
seventy-five  cents. 

Do  not  cut  prices  too  much,  for  the  public  is  suspicious  of  a really  good  thing  that 
is  sold  below  the  price  of  a poor  thing. 

People  may  not  buy  goods  cut  fifty  per  cent.,  if  they  believe  the  cut  is  so  large, 
because  they  are  afraid  of  the  quality,  but  they  will  readily  buy  goods  cut  but  little 
below  cost. 

Be  honest  in  advertising  cut  prices,  for  the  sake  of  being  honest,  and  if  dishonest, 
be  honest  for  the  policy  of  it. 

Honesty  in  cut  prices  is  unusual,  and  for  that  reason  adds  to  itself  the  tremendous 
advertising  advantage  of  legitimate,  startling,  and  appreciated  originality. 


Honesty 


■ There’s  never  a run  on  the  market  of  truth  ” 


lES,  misrepresentation,  exaggeration,  swindling,  and  every  regular  or 
irregular,  director  indirect,  method  of  dishonesty  has  been  used  and  is 
being  used  in  advertising. 

There  is  nothing  original,  exclusive,  pertinent,  or  of  lasting  benefit 
in  any  medium  of  publicit}’  not  founded  upon  the  whole  of  the  truth. 

By  contrast  and  by  its  own  intrinsic  value,  honesty  in  advertising  stands  out  to-day 
in  the  brilliant  and  never-to-be-dimmed  light  of  originalit}’  in  publicity. 

Every  other  method  of  advertising,  from  the  retail  lie  of  Baxter  Street  to  the  whole- 
sale lie  of  Broadway,  has  been  done  and  overdone,  and  is  being  re-done  until  all  that 
was  novel  in  dishonesty  has  disappeared. 

Any  fool  can  be  dishonest. 

Misrepresentation  has  sold  goods. 

Shoddy,  mixed  with  lies,  sometimes  sells. 

Success  and  dishonesty  have  been  found  together. 

The  profit  made  by  some  men  seems  to  suggest  the  twisted  adage  that  “ dishonest}' 
is  the  best  business  policy.” 

Swindling  methods  have  paid. 

Dishonest  salesmen  sometimes  succeed  where  honest  men  fail. 

The  famous  words  of  Barnum,  that  “ the  public  likes  to  humbugged,”  occasionally 
have  the  appearance  of  truth. 

So  long  as  there  are  jails  there  will  be  fakirs  in  advertising. 

Everywhere  in  village,  town,  or  city  the  men  who  have  the  money,  keep  the 
money,  and  have  made  the  money,  and  continue  in  credit,  are  those  who  founded 
their  business  in  honesty  and  built  their  business  by  being  honest. 

The  men  of  credit  are  the  men  of  honesty. 

Swindling  in  advertising  is  the  short  run  to  business  and  the  short  run  out  of 
business. 

The  majority  of  lying  advertisers  do  not  have  sufficient  ability  to  be  honest,  and  arc 
not  strong  enough  to  meet  competition  on  the  field  of  honor. 

Dishonest  advertising  is  a sign  of  mental  weakness  and  positive  proof  that  the  ad- 
vertiser is  frightened. 

Dishonest  advertising  may  bring  transient  customers,  and  the  business  may  succeed 


742 


HONESTY 


743 


bv  “ continuous-transient”  success,  but  there  is  nothinj^  certain  about  it,  and  sooner 
or  later  the  sheriff  takes  possession. 

Honesty  in  ad\’ertising,  as  in  everything  else,  is  an  immutable  law  ch' nature,  and 


Unprecedented  Slaughter 


•S  Never  before  in  the  history  of  the  human  race  was  the  very  S- 
^ life  cut  out  of  prices  as  we  are  now  annihilating  our  competitors.  ^ 


Plate  No.  i. — An  advertisement  in  dishonest  statement  and  in  bad  English  no  worse  than  dozens  that  are  appear- 
ing every  day.  Nobody  understands  why  this  style  of  advertising  is  persisted  in.  Heading  in  Altona.  Reading 
matter  in  Roman,  iz  Point  Collins  Border  No.  176. 


the  outrage  of  it  means  disaster.  Business  men  of  character  are  not  after  exclusively 
transient  trade,  and  transient  trade  to  them  is  valuable  simply  as  a forerunner  of  per- 
manent trade. 

Dishonest  advertising,  no  matter  how  much  it  may  build  transient  trade,  will  never 
turn  transient  trade  into  permanent  trade. 

One  regular  customer  is  worth  six  transients. 

Dishonest  advertisers  advertising  “Unheard  of  Prices,”  “Fire,  Smoke,  and  Water,” 
“ Ten  Dollar  Somethings  for  Two  Dollars,”  “ Never  Before  Offered  Discounts,” 
“ You  Make  Your  Own  Price,”  and  “ Terrible  Sacrifices,”  have  excited  sufficient 
curiosity  to  sell  goods,  but  those  who  bought  them  had  no  confidence  in  the  state- 
ment and  but  little  confidence  in  the  goods. 

The  theory  of  exaggeration  is  wrong,  and  successful  practice  cannot  continuously 
follow  a wrong  theory. 

There  is  no  objection  to  sensational  methods  of  advertising  if  there  is  no  exaggera- 
tion, for  the  public  expects  bold  statements,  and  demands  that  the  word  “ Bargain” 
appear  with  periodical  regularity.  But  there  is  a vast  difference  between  bold  bar- 


Fire,  SrpoKe  apci  Welter  j 

Your  own  price.  Just  make  us  an  offer  and  we  will  accept  it.  We  don't 


consider  cost.  Nobody  ever  sold  for  half  the  price  we  are  selling:  at. 

Plate  No.  2. — An  advertisement  that  nobody  will  believe.  Heading  in  Erratick.  Reading  matter  in  Howland.  Maltese  Cross  Border. 


gain  advertising  and  lying  publicity.  A bargain  can  be  a bargain  without  being  an 
“Unparalleled  Bargain.”  It  is  foolish  to  advertise  anything  which  people  will  not 
believe.  The  appearance  of  honesty  is  as  necessary  as  the  reality. 


744 


FOWLER’S  PUBLICITY 


•Honest  advertising  is  not  valuable  unless  it  is  believed  to  be  honest. 

There  never  was  a better  time  than  in  these  days  of  exaggerated  sensation  and 
transparent  dishonesty  for  the  exercise  of  truly  honest  methods,  honest  in  fact  and 
honest  in  appearance. 

The  patience  of  buyers  is  exhausted  in  reading  of  sacrifices  that  are  not  made,  and 
of  discounts  that  are  untrue. 

More  than  nine  tenths  of  the  successful  houses  are  reasonably  honest  in  business 
and  honest  in  advertising.  It  is  safe  to  follow  an  overwhelming  majority. 


TheyTe  damaged,  and  as  we 
can’t  sell  ’em  for  what  they’re 
worth-yon  can  have  ’em  for  half 
E.  what  they  cost. 


Plate  No.  3. — People  will  believe  this  statement,  if  the  advertiser  has  a decent  reputation.  Set  in  How- 
land. 18  Point  Laurel  Border  No.  2. 


In  these  competitive  days  when  men  eat  men,”  and  most  men  are  taking  the  dol- 
lars from  one  another’s  pockets,  it  is  absurd  to  attempt  to  meet  this  opposition  by 
conventional,  overdone,  and  unprofitable  dishonesty  in  advertising. 

The  honest  advertiser  meets  public  approval. 

The  dishonest  advertisement  is  acceptable  to  nobody. 

The  honest  advertisement  is  approved  of  by  the  honest  and  the  dishonest  buyer. 
The  opportunity  for  honest  advertising  is  here,  and  it  cannot  be  over-improved.  • 


HONESTY 


745 


'I'lic  (jiicstion  of  honesty  and  dishonesty  in  advertising  is  parallel  with  the  (piesti(;n 
as  to  whether  the  advertiser  proposes  to  do  business  a part  of  the  time  (jr  all  of  the 
time. 

Dishonest  advertising  means  that  every  eustomer  has  got  to  be  made  a customer 
over  again  at  the  advertiser’s  expense. 

Honest  advertising  means  that  the  customer,  without  expense  to  the  advertiser, 
may  continue  to  be  a customer. 

The  famous  words  of  Abraham  Lincoln  are  ringing  down  the  ages,  “ You  can’t 
fool  all  of  the  people  all  of  the  time.”  The  advertiser  who  thinks  he  can,  fools  him- 
self all  of  the  time.  Let  one  go  through  the  wholesale  and  retail  business  streets  of 
every  city  and  every  town  in  Christen- 
dom with  the  advertising  pages  of  the 
newspapers  and  periodicals  as  a guide, 
and  he  will  find  that  the  honest  adver- 
tisements come  from  the  largest  busi- 
ness buildings,  the  most  intelligent 
proprietors,  the  most  public-spirited 
citizens,  and  the  most  progressive  man- 
ufacturers. 

There  may  be  a few  massive  struc- 
tures filled  with  underpaid  clerks  and 
proprietors  in  gilded  offices,  and  dis- 
honest money  may  seem  to  flow  into  the 
coffers.  “ Built 
and  he  is 
year. 


by  dishonesty 


right. 


says, 
by  next 
are  boarded  up. 
red  flag  in  front  of  the 


cost  I 


Plate  No.  4. — An  advertisement  which  is  likely  to  be  believed, 
in  Virile  Open.  18  Point  Collins  Border  No.  198. 


Set 


one 

But  wait.  Pass 
Perhaps  the  windows 
Very  likely  there  is  a 
door.  Truth 
struck  its  sometimes  delayed  blow,  and 
the  business  crumbled. 

Dishonest  advertising  brings  the  cus- 
tomer up  to  the  buying  point,  but  sel- 
dom carries  him  past  it.  Some  of  the  most  successful  advertisers  have  adopted  the 
policy  of  extreme  modesty,  and  have  been  veiy  successful  through  allowing  their 
advertising  statements  to  slightly  underestimate  the  value  of  the  goods. 

This  method  creates  a buying  surprise  on  the  part  of  the  customer  when  he  sees 
the  goods,  and  almost  invariably  results  in  sales. 

The  goods  need  not  be  depreciated  in  the  advertising,  but  the  honesty  of  the  state- 
ment can  be  unquestionable  and  so  apparent  as  to  immediately  create  confidence 
which  the  quality  of  the  goods  will  intensify. 

The  question  of  moral  honesty  need  not  be  discussed,  for  this  book  applies  only  to 
the  hard,  business  side  of  trade,  and  its  writer  advocates  honesty  irrespective  of  any 


746 


FOWLER’S  PUBLICITY 


Certainty 
For  sale 


conscientious  reason,  because  honest  advertising  is  the  kind  of  advertising  that  pays, 
both  in  the  creating  and  the  holding  of  business.  People  are  no  longer  fools,  and 

buyers  from  the  heart  of  the  Green  Moun- 
tains to  the  center  of  the  Metropolis  know 
the  relative  value  of  almost  ever3'thing, 
and  as  long  as  one  cannot  fool  them,  there 
is  neither  sense  nor  dollars  in  trydng  to. 

Common  school  education  and  universal 
enlightenment  are  reaching  into  the  byways 
and  high  way's  of  public  life;  people  to- 
day' know  a spade  when  they'  see  a spade, 
and  a hedrt  when  they'  see  a heart. 

Country'  people  cannot  be  fooled  any 
easier  than  city’  people. 

Everybody’  is  on  his  guard,  and  there  is  a coat  of  mail  around  every’  pocketbook. 

Better  practice  honesty'  in  advertising,  whether  one  be  honest  or  not,  for  experi- 
ence clearly'  demonstrates  that  honesty'  in  advertising  is  the  best  policy’. 

The  uselessness  of  dishonesty’  in  advertising  is  written  over  the  graves  of  a hundred 
thousand  advertisers. 


'm 

z 

I 


Plate  No.  5.  — Any  word  like  “Certainty,”  “Surety,” 
“ Honesty,”  or  expressions  of  guarantee,  have  high  commercial 
value.  Set  in  Johnson  Old  Style.  6 Point  Lovell  Border  com- 
bined with  Single  Rule. 


Unprofitable  Originality 

“ Let  there  be  sense  in  everything  ” 

HERE  is  no  virtue  in  originality  unless  originality  has  a virtue  in  it. 
Some  advertising  is  bad  because  it  is  not  original.  Some  advertising 
is  bad  because  it  is  too  original.  Originality  may  or  may  not  have 
something  to  do  with  effective  advertising.  Good  originality  is  better 
than  good  conventionalism.  Good  conventionalism  is  better  than  bad 
originality.  All  things  being  equal,  the  more  originality  put  into  advertising,  the 
better  is  the  advertising, 

A few  years  ago  originality  had  little  to  do  with  the  conduct  of  business.  To-day 
people  worship  originality.  The  merchant  tries  to  be  original  in  his  advertising,  or 
else  hires  a manufacturer  of  originality.  To  have  an  advertisement  entirely  different 
from  all  other  advertisements  seems  to  be  the  great  point.  The  advertisement  which 
is  different  from  all  others  is  better  than  all  others,  if  it  does  not  antagonize  accepted 
principles  of  effectiveness.  It  is  more  original  to  walk  on  the  hands  than  to  walk  on 
the  feet,  but  sensible  people  may  follow  in  the  footsteps  of  their  ancestors. 

Originality  is  absolutely  valueless  and  positively  injurious  if  it  outrages  sense  and 
nullifies  the  utility  of  anything  needed  for  the  proper  motion  or  presentation  of  the 
obiect.  Any  fool  can  be  original,  and  generally  all  fools  are  original.  The  quality 
of  originality  is  not  in  its  great  ditl'erence  from  other  things,  but  in  its  improvement 
upon  similar  things.  Efiective  originality  is  simply  an  improvement,  or  is  some- 
thing entirely  new  and  positively  useful. 

Ninety-five  per  cent,  of  the  professional  advertisement  writers  are  original,  and 
some  of  them  fearfully  and  frightfull}"  so.  Most  of  them  are  possessed  of  an  original- 
ity original  because  it  produces  monstrosities,  unique  in  their  absolute  uselessness. 

The  artist  cannot  design  an  advertisement,  because  he  is  too  much  filled  with  his 
art.  The  merchant,  if  he  be  a good  merchant,  ought  to  know  too  much  about  busi- 
ness to  know  how  to  frame  an  advertisement.  The  advertiser,  having  no  knowledge 
of  advertising,  naturally  assumes  that  the  good  of  advertising  is  in  the  showy  appear- 
ance of  it,  and  therefore  turns  to  originality  in  an  attempt  to  present  his  goods  in  a 
way  others  have  not  suggested,  or  else  he  copies  the  real  or  alleged  originality  of 
other  advertisers.  Every  year  some  new  style  of  advertising  design  is  presented  to 
or  forced  upon  the  advertiser.  Many  advertisers  are  caught  in  the  trap  of  originality. 

The  work  of  the  impressionist  impresses  nobody.  The  picture  of  the  impossible 


747 


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FOWLER’S  PUBLICITY 


woman,  geometrically  squared,  wearing  impossible  clothes,  right  angled,  and  padded 
with  bricks,  sitting  on  an  impossible  something,  with  an  impossible  background,  or 
in  front  of  something  which  may  be  lace,  wood,  painted  canvas,  lightning,  hail,  or 
rain,  was  never  intended  to  represent  anything  for  sale,  and  never  can. 

The  poster  of  the  impressionist  is  suitable  only  for  a coat  of  arms  for  a lunatic 
asylum.  The  artist  draws  this  style  because  he  knows  there  are  enough  foolish  ad- 
vertisers to  buy  it.  The  clairvoyant  knows  that  she  is  a fraud,  but  she  practices  her 
profession  because  there  are  customers.  The  designer  of  idiotic  advertising  is  notan 
imbecile;  he  simply  deals  in  goods  for  idiots. 

Turner  was  an  impressionist,  but  his  exaggeration  was  so  great,  and  his  knowledge 
of  color  mixing  so  complete,  that  he  could  produce  with  his  brush  something  so  ex- 
tremely idiotic  that  it  fairly  lifted  itself  into  a class  of  its  own,  and  stood  there  in  the 
full  flash  and  paint  of  its  individuality.  Turner  could  paint  an  eflective  advertising- 
poster,  but  Turner  is  dead,  and  the  little  Turners  now  turned  loose  on  the  market  are 
but  silly  imitators  of  the  great  exaggerator.  The  advertisement  has.  a right  to  be 
startling.  It  is  legitimate  to  use  every  fair  means  to  give  it  strong  eye-attracting 
points,  and  to  force  into  it  genuine  individuality,  but  pyrotechnics  in  advertising  are 
only  justiflable  when  they  are  used  to  add  brilliancy  to  the  advertisement.  It  may  be 
good  taste  to  use  some  of  the  lettering  seen  nowadays  on  extremely  swell  printed 
matter,  although  the  writer  doubts  it,  for  to  him  simplicity  is  art.  Nothing  looks  as 
rich  as  letters  which  can  be  read  and  designs  which  throw  the  letters  into  relief  and 
do  not  kill  the  legibility  of  the  wording.  Half  of  the  so-called  artistic  advertising  is 
not  artistic,  but  is  simply  the  work  of  an  erratic  artist,  dead  to  sense,  and  moving  his 
brush  at  the  dictates  of  a nightmare.  If  the  border  does  not  bring  the  eye  to  the 
advertisement,  or  make  the  lettering  stronger,  there  had  better  be  no  border.  If  the 
lettering  cannot  be  easily  read,  the  advertisement  is  simpl}’ an  alleged  work  of  art, 
and  not  an  advertisement.  If  the  advertiser  would  stand  in  front  of  his  advertise- 
ment or  poster  and  hear  the  remarks  made  about  it,  his  ears  would  tingle  at  the 
onslaught  of  “ How  horrid ! ” “Isn’t  it  absurd!”  “What  is  she  tr3’ing  to  do,  aii}’- 
way?”  “ What  is  it?”  “What  has  that  got  to  do  with  the  stufl'P  ” 

People  are  conventional,  and  conventional  people  arc  in  the  majority,  and  the 
majorit^^  buy  most  of  the  goods.  Everybody  loves  nature,  for  nature  is  everywhere. 
A picture  which  is  in  some  way  true  to  nature  will  be  appreciated  by  everybody. 

The  advertiser  has  no  right  to  place  before  the  public  that  which  the  public  cannot 
appreciate,  and  it  is  certainly  unprofitable  to  inflict  upon  the  reader  and  passer-by  the 
examples  of  alleged  art  now  decorating  billboards  and  advertising  columns. 

If  it  were  necessary  to  use  art-monstrosity  in  oi'der  to  produce  a startling  and  vivid 
eflect,  there  might  be  some  excuse  for  its  existence,  but  so  long  as  nature  and  every  - 
day life  produce  original  as  well  as  conventional  pictures,  easily'  understood  and 
always  appreciated,  there  cannot  be  any  excuse  for  the  adoption  — in  advertising 
anyway — of  the  present  style  of  advertisement  decoration. 

Everything  that  is  good  for  anything  is  backed  by  sense. 


Illustrations 


“ The  next  to  the  real  is  a picture  of  it 


NGRAVINGS  may  be  subdivided  into  wood  engravings,  photo-engrav- 
ings, steel  and  copper  engravings,  lithographs,  etchings,  half-tones,  and 
photogravures;  and  there  are  several  other  similar  processes,  by 
which  illustrations  are  reproduced  with  the  aid  of  the  engraver’s  tool, 
or  by  chemical  etching  with  or  without  the  camera  as  an  accessory. 

These  several  methods  are  discussed  under  separate  chapter  headings,  and  this 
department  can  only  refer  to  illustrations  in  general,  and  not  to  the  method  of  pro- 
duction. 

Ninetv-nine  per  cent,  of  all  advertisers  use  engravings  part  of  the  time,  and  some 
of  them  use  cuts  all  of  the  time. 

There  are  few  catalogues  without  illustrations.  There  are  hardly  any  periodicals 
that  are  not  illustrated.  Half  of  the  advertisements,  classified  advertisements  ex- 
cepted, are  illustrated.  If  the  proof  of  the  good  of  illustration  is  in  the  use  of  it, 
engraving  is  necessary  to  the  economy  and  conduct  of  business.  Some  things  can  be 
described  by  words  better  than  by  a picture.  Some  things  can  be  shown  by  illustra- 
tion better  than  by  words.  Most  things  can  be  represented  better  by  both  illustration 
and  text.  Illustrations  are  kindergarten  lessons,  for  they  appeal  to  the  eye,  and  the 
sense  of  sight  then  assists  the  sense  of  reason.  If  the  illustration  cannot  illustrate 
the  article,  there  had  better  not  be  any  illustration. 

A picture  of  a dress,  unless  colored,  or  in  the  highest  style  of  the  engravei-’s  art, 
cannot  illustrate  the  quality  of  the  fabric.  It  can  show  the  style  of  the  article,  and 
that  is  all  it  can  do,  unless  it  acts  as  a sort  of  eye-catching  device  which  may  and 
may  not  be  used  to  advantage. 

A picture  of  a stove  must  be  large  enough  to  show  the  details  of  the  stove;  and  it 
must  be  well  printed  or  it  will  have  no  value. 

A mechanical  drawing  of  a bicycle,  well  printed,  will  tell  what  the  bicycle  is;  but 
a small  picture  of  a bicycle,  printed  as  most  advertisements  are  printed,  cannot  be 
sufficiently  strong  in  detail  to  illustrate  any  particular  bicycle. 

The  value  of  an  illustration  is  in  what  it  tells  the  seer,  not  in  what  the  seller  sees 
in  it  or  thinks  it  represents.  Some  illustrations  drive  away  trade. 

If  the  picture  does  not  do  the  subject  justice  it  cannot  enhance  the  value  of  the 
object  illustrated,  and  must  prejudice  the  buyer  against  the  goods. 


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Most  people  think  they  want  something,  whether  they  do  or  not;  and  think  they 
do  not  want  something  with  as  much  reason.  They  are  led  by  a leader,  and  influ- 
ence can  be  brought  to  bear  upon  them  in  favor  of  almost  anything.  The  illustration 
is  educational  and  is  likely  to  influenee  people  against  the  thing  as  well  as  to  pre- 
possess them  in  favor  of  it.  It  is  always  better  not  to  use  illustrations  if  the  illustration 
does  not  properly  illustrate;  and  it  is  still  better  to  use  illustrations  whenever  they  will 
tell  people  the  story  better  than  it  can  be  told  without  pictures.  This  is  an  age  of 
pictures,  and  successful  advertising  must  always  be  in  harmony  with  conditions. 

A catalogue  without  an  illustration  would  hardly  be  eonsidered  a catalogue. 

Catalogue  illustrations  should  be  .large,  and  if  one  picture  cannot  show  sufficient 
detail,  there  should  be  as  many  illustrations  of  the  subject  as  are  necessary. 

Mechanical  drawings  are  not  supposed  to  show  light  and  shade,  yet  many  of  them 
can  be  made  to  look  attractive  by  the  introduction  of  inconspicuous  scenery. 

The  technical  illustration  of  a complete  engine  does  not  lose  any  of  its  detail  by 
being  shown  in  an  engine  room,  provided  the  walls  and  other  parts  of  the  room  are 
kept  in  the  background. 

A carriage  in  action,  even  with  the  details  brought  out,  looks  better,  and  pleases 
more,  than  a picture  of  the  carriage  without  background  and  surroundings. 

Purely  detail  illustrations  are  allowable  in  catalogues  reaching  only  the  trade,  but 
illustrations  for  the  masses  should  show  action  and  life  whenever  possible. 

Ornamental  designs  in  the  form  of  borders,  and  pictures  which  have  no  connection 
with  the  subject  are  frequently  valuable,  because  they  assist  in  drawing  the  eye  to 
the  advertisement;  but  whenever  it  is  possible,  the  illustration  should  be  somewhat 
connected  with  the  article  advertised. 

An  advertisement  of  a desk  can  better  show  the  desk  in  v:se  than  the  desk  without 
surroundings.  The  eye  is  drawn  to  the  active  more  readily  than  to  the  inanimate. 

A picture  of  a boy  skating  better  illustrates  skating  than  a mechanical  picture  of 
skates,  and  unless  the  skates  are  of  some  peculiar  construction,  this  picture  is  prefer- 
able to  the  purely  mechanical  one. 

The  illustration  of  a vessel  under  sail  or  steam  better  presents  the  subject  than  a 
purely  detail  cut  of  the  same  vessel  apparently  standing  still. 

Whenever  possible,  let  the  illustrations  show  action,  and  generally  a way  can  be 
found  of  presenting  mechanical  exactness  in  combination  with  appropriate  but  not 
conspicuous  scenery.  The  efl'ectiveness  of  all  illustrations  depends  upon  the  ability 
of  the  artist.  The  artist  who  can  make  a good  figure  may  be  a failure  in  mechan- 
ical work,  and  the  one  who  can  draw  an  engine  well  perhaps  cannot  draw  a train  ot 
cars.  Artists  are  specialists,  and  seldom  can  the  same  artist  handle  two  lines  equally 
well.  It  costs  no  more  to  reproduce  a good  picture  than  to  print  a poor  one.  Always 
employ  an  artist  whose  skill  is  adapted  to  the  work  wanted.  Use  a photograph,  it 
the  subject  is  adapted  to  photography.  It  pays  better  to  pay  twenty-five  dollars  for 
a good  design  than  three  dollars  for  a poor  one.  Good  artists  command  good  prices. 
If  the  article  is  worth  illustrating,  it  is  worthy  of  a good  illustration. 


Lower  Case 

“ Folks  read  best  what  they  read  most” 


VERY  book  is  set  in  lower  case. 

Every  newspaper  is  set  in  lower  case. 

Every  story  is  set  in  lower  case. 

Every  catalogue  is  set  in  lower  case. 

Not  one  tenth  of  one  per  cent,  of  all  printed  matter  is  set  in  capitals. 

The  use  of  lower  case  is  universal.  If  that  which  people  pay  for  is  set  in  lower 
case,  how  necessary  it  is  to  set  that  which  people  do  not  pay  for  the  same  way! 

The  form  of  lower  case,  and  custom,  make  lower  case  more  readable  than  capitals. 

Occasionally  some  idiotic  publisher  or  alleged  genius,  who  thinks  illegibility  is  art, 
publishes  a book  made  up  of  capitals  and  attempts  to  claim  that  the  uniqueness  of  it 
will  force  recognition,  — and  so  it  does,  but  not  the  kind  of  recognition  that  he 
wants. 

A heavy  display  line  containing  two  or  three  short  words,  or  a firm  name,  can  be 
conspicuous  and  easily  read  when  set  in  capitals,  but  it  is  no  more  easily  read  than 
when  set  in  lower  case,  and  if  the  words  are  close  together,  or  'there  are  many  of 
them,  lower  case  should  invariably  be  used. 

Larger  lower  case  will  often  go  in  the  same  space  filled  by  smaller  capitals,  and 
the  room  between  the  letters  gives  each  letter  more  prominence,  and  so  separates  the 
words  that  all  of  them  can  be  quickly  read. 

The  best  typographers  almost  invariably  use  lower  case  for  chapter  headings,  title- 


pages. 


and  for  headlines. 


Nearly  all  the  newspaper  headings,  with  the  exception  of  the  top  lines,  are  set  in 
lower  case,  and  fully  one  half  of  the  names  of  newspapers  appear  in  lower  case. 

The  ignorant  advertiser  naturally  turns  to  capitals  because  for  some  unknown  rea- 
son he  thinks  capitals  are  more  conspicuous,  and  because  he  has  not  the  sense  to 
print  what  the  people  want  and  what  the  people  can  read. 

There  is  no  plea  whatever  to  justify  the  beginning  of  a display  line  with  a lower 
case  letter.  The  advertiser  who  does  it  probably  thinks  that  the  wrong  way  is  the 
most  original  way. 

People  readily  read  lower  case,  but  expect  each  sentence  and  each  display  line  to 
begin  with  a capital,  and  any  departure  from  this  established  rule  unconsciousl}’  per- 
plexes the  eye. 


75‘ 


Catalogues 

“ Tlie  books  of  business  ” 


CATALOGUE  is  a book.  A catalogue  is  not  a circular.  A cata- 
logue may  contain  from  four  to  a thousand  pages,  and  it  may  and  may 
not  be  a price  list.  A catalogue  is  a descriptive  pamphlet  presenting 
in  detail  the  mechanical  or  other  construction  of  the  goods,  or  it  is  a 
complete  or  more  or  less  analytic  explanation  or  description  of  the 

articles  for  sa 

It  may  or  ma}’  not  contain  illustrations;  it  may  be  all  descriptive;  it  may  be 
technical;  it  may  be  general;  it  may  contain  testimonials  and  argument;  and  it  may 
comprise  all  of  these  things. 

Brevit}^  is  always  commendable,  but  the  too  brief  catalogue  may  be  as  unprofitable 
as  the  over-voluminous  one,  for  the  catalogue  should  tell  everything  that  should  be 
told  about  the  goods  it  advertises. 

It  is  fair  to  presume  that  one  who  sends  for  a catalogue  is  interested  in  its  contents; 
and  if  he  is  interested,  he  is  in  a position  to  appreciate  what  is  said,  even  though  the 
description  may  be  long  and  the  technical  part  dry. 

The  catalogue  is  not  a newspaper  advertisement, and  should  not  resemble  it  in  form 
or  feature.  It  is  the  business  of  the  advertisement  to  create  interest,  and  it  is  the 
business  of  the  catalogue  to  give  complete  information. 

The  catalogue  can  sometimes  resemble  the  encyclopaedia,  for  there  are  many  cata- 
logues better  written  and  fairer  and  more  honest  in  their  description  of  the  articles 
they  present,  than  many  a scientific  or  learned  treatise  upon  the  same  subject. 

The  catalogue  must  be  adapted  to  its  purpose.  It  should  be  technical  if  it  is  to 
reach  technical  people,  and  it  should  be  general  if  it  is  intended  for  the  public  at 
large. 

The  contents  of  a catalogue,  whether  purely  technical  or  general,  must  tell  their 
story  in  about  the  same  way  as  the  well-posted  salesman  would  orally  present  the 
advantages  of  the  goods;  but  the  information  in  the  catalogue  should  be  more  concise 
and  more  carefully  expressed  than  word  of  mouth,  because  it  is  prepared  with  care, 
and  its  preparation  has  been  studied  and  re-studied. 

Do  not  use  too  small  type  even  for  the  technical  and  mechanical  part,  for  this  de- 
partment is  of  vital  consequence,  and  there  is  never  an}'  excuse  for  attempting  to  try 
the  eyesight. 


CATALOCiUES 


753 


Paragraph  tlie  matter  whenever  jiossihle.  Fre([uent  paragraplis  make  reading 
easier. 

Have  caeh  sentence  complete  in  itself,  even  if  repetition  is  necessary.  The  aver- 
age mind  docs  not  exert  itself  sufficiently  to  carry  itself  back  to  former  sentences, 
and  the  average  reader  docs  not  like  to  be  obliged  to  constantly  refer  backwards. 

Do  not  have  the  illustrations  far  removed  from  the  explanatory  text,  and  whenever 
possible  have  the  text  referring  to  the  illustration  appear  on  the  same  page  or  the 
page  opposite,  so  that  the  eye  will  have  little  traveling  to  do  in  absorbing  the  worded 
and  pictured  argument. 

Do  not  preface  the  catalogue  with  more  than  a single  page  of  introduction,  and 
never  apologize  for  its  existence,  for  if  it  needs  apology,  it  should  not  have  been 
written.  Few  folks  like  to  read  introductions,  largely  because  they  are  almost  always 
specimens  of  florid  writing,  generally  written  by  some  member  of  the  Arm  who  likes 
to  see  himself  in  print,  and  who  is  willing  to  pay  a big  price  for  the  gratification  of 
his  own  conceit.  The  shorter  the  introduction  the  better,  and  a brief,  concise,  bright 
preface  adds  to  the  strength  of  the  catalogue. 

Let  the  descriptive  and  technical  matter  be  in  the  plainest  English,  for  the  plainer 
the  English,  the  plainer  its  meaning.  Simplicity  is  appreciated  by  everybody,  be- 
cause it  is  understood  by  everybody. 

Never  send  out  a technical  catalogue  until  it  has  been  tried  on  somebody.  If  it  is 
strongly  mechanical  or  technical,  hunt  up  a half  a dozen  of  the  dullest  men  or  women 
who  ought  to  be  posted,  and  see  if  they  understand  its  contents;  if  they  do  not,  have 
the  matter  re-written. 

It  does  not  make  any  diflerence  how  well  the  merchant  understands  the  contents, 
or  how  smoothly  it  reads  to  him,  but  it  does  make  all  the  diflerence  how  well  the 
public,  or  the  mechanical  part  of  it,  understands  what  he  is  driving  at.  The  mer- 
chant is  on  the  inside  and  knows  about  his  business;  he  has  no  right  to  expect  men 
as  bright  as  himself,  but  who  are  not  in  business  with  him,  to  understand  what  he 
says  as  well  as  he  does  himself. 

If  the  catalogue  is  descriptive  and  for  the  masses,  try  its  contents  on  a dozen  or  so 
of  the  common  people,  and  see  that  they  understand  it. 

The  dull  constitute  a big  percentage  of  the  people,  and  the  dull  cannot  under- 
stand what  the  intelligent  can  see;  but  the  intelligent  can  always  comprehend  every- 
thing within  the  vision  of  the  ignorant. 

By  making  the  catalogue  so  simple  and  plain  that  the  ordinary  man  and  woman 
can  understand  it,  the  maker  is  sure  of  the  attention  of  everybody,  including  the 
intellectual. 

If  the  illustrations  present  mechanical  parts,  and  it  is  necessary  to  label  the  parts, 
try  to  avoid  using  A,  B,  and  C,  etc.,  with  an  explanation  that  people  have  to  hunt  for. 
If  there  is  room,  and  there  generally  is,  tell  what  the  part  is  on  the  part  or  near  the  part. 

Never  use  fancy  type  for  the  printing  of  proper  names  or  technical  terms,  and  it  is 
better  to  use  only  plain  type  throughout  the  catalogue. 


754 


FOWLER’S  PUBLICITY 


Plain  Roman  t3’pc,  in  its  several  sizes,  or  some  of  the  modern  faees  resembling 
Roman,  with  the  aeeompanying  Full  P'aee,  will  produce  a much  more  artistic 
catalogue  than  a conglomeration  of  fancy  styles. 

Do  not  use  Italic  and  Full  Face  to  emphasize  regular  reading  lines.  The  mixture 
of  Roman  with  Full  Face  and  Italics  offends  the  eye,  and  gives  the  impression  that 
that  which  is  not  emphasized  is  of  little  importance,  while  it  should  be  the  burden  of 
the  argument  to  claim  that  all  points  have  individual  as  well  as  collective  excellence. 
Italicizing  and  Full-Facing  spoil  the  harmony  of  the  argument. 

Do  not  use  illustrations  unless  the  illustrations  illustrate  the  goods.  Do  not  print 
half-tone  cuts  or  fine  woodcuts  upon  soft  paper. 

Do  not  use  tinted  ink  for  the  reading  matter,  although  it  is  allowable  for  any 
artistic  decoration. 

Do  not  crowd  the  matter.  Good-sized  G'pe,  wide  margins,  and  plenty  of  para- 
graphs strengthen  the  catalogue. 

If  the  catalogue  is  large,  and  describes  man^^  articles,  give  it  a double  index,  index- 
ing each  article  as  many  times  as  possible. 

Do  not  fill  the  catalogue  with  pages  of  historical  facts  and  biographies  of  the 
merchant  and  his  assistants,  although  brief  mention  of  these  things  is  allowable  if 
they  help  to  establish  a reputation  for  experience. 

In  the  beginning  of  a catalogue  is  the  life  of  it. 

The  names  of  the  officers  and  directors  ought  to  appear,  but  do  not  make  them  a 
prominent  part  of  the  beginning  of  the  book.  Do  not  handicap  the  value  of  the  first 
few  pages  by  giving  an  important  position  to  the  printing  of  official  names,  mostly 
unknown  to  the  majority  of  the  readers,  unless  the  book  be  a description  of  some 
financial  investment,  where  the  names  are  part  of  what  is  for  sale. 

The  reason  that  the  names  of  the  management  are  in  the  front  of  most  catalogues 
is  either  because  the  printer  unthinkingly  puts  them  there,  or  they  appear  to  gratify 
the  self-conceit  of  the  individuals. 

In  catalogue  writing  avoid  the  use  of  too  many  adjectives,  and  do  not  say  “ best” 
any  oftener  than  necessar^y  for  although  “ best  ” means  the  best,  everybody  says  he 
has  the  best,  and  the  public  may  not  consider  the  best  the  best. 

Strong  arguments,  clear  typographical  displays  and  comprehensive  illustrations, 
with  the  right  kind  of  paper  and  attractive  covers,  will  produce  the  profitable 
catalogue. 

Do  not  put  much  on  the  cover.  Make  the  catalogue  a book. 

If  too  much  is  put  on  the  cover,  it  may  prevent  people  from  reading  the  inside. 
The  object  of  a catalogue  cover  is  not  to  advertise  the  catalogue,  but  to  create  suffi- 
cient curiosity  and  interest  to  make  people  at  least  begin  to  read  the  inside  of  the 
catalogue. 

The  department  on  “ Covers”  dircetty  applies  to  catalogue  work. 


Covers 


“ (Outsiders  see  the  outside  ” 


BOOK  is  first  known  by  the  cover  of  it. 

The  works  of  great  authors  can  have  any  kind  of  a cover,  but  the 
advertising  pamphlet  must  be  well  dressed  on  the  outside. 

It  is  simpl}"  a question  of  whether  the  cover  shall  be  a cover,  or 
whether  it  shall  be  a trade-scarer. 

If  all  the  business  is  on  the  cover,  perhaps  nobody  will  read  the  inside,  and  there 
had  better  be  no  inside.  The  cover  is  the  inanimate  introducer,  and  the  title  the  cor- 
dial word. 

A good  cover  is  bait  for  the  inside.  The  poor 
cover  acts  like  a lock  on  the  contents. 

It  is  better  to  confine  the  cover  lettering  to  the 
title,  with  the  addition  of  some  happy  line  or  quo- 
tation and  neat  and  striking  decoration  or  picture. 

The  cover  should  not  appear  like  any  other  page 
of  the  book,  and  this  difterence  can  be  produced 


Plate  No.  i. — An  appropriate  title  for  almost 
any  book  or  booklet.  Set  in  De  Vinne  Open.  12 
Point  Laurel  Border. 

by  the  use  of  different  paper  or  by 
a great  difierence  in  typographical 
display. 

The  title  should  be  euphonious, 
and  seldom  of  more  than  two  or 
three  words. 

The  blind  title  is  sometimes  advis- 
able, provided  it  is  not  inappropriate 
to  the  subject;  but  a characteristic 


Coal 

Book 


Plate  No.  2. — Set  in  Johnson  Old  Style.  24  Point  Border  No.  4. 


755 


756 


FOWLER’S  PUBLICITY 


Food 


ife. 


ife 


or  descriptive  title  is  always 
preferable. 

The  use  of  the  word  ‘‘  about” 
applying  to  the  article  is  dig- 
nified and  harmonious,  and  it 
is  often  well  to  title  the  cat- 
alogue as  “ Book  of ” or 

“ About or  “ How  to 

Buy or  the  catalogue 

may  be  titled  “ Brown’s  Cat- 
alogue,” but  should  not  be 
named  after  the  firm  if  the 
name  is  difficult  to  pronounce 
or  is  very  long. 

The  title  may  simply  pre- 
sent the  name  of  the  goods,  as  ‘‘  Knives,”  “ Furniture,”  Bicycles,”  “ Hats.” 

It  is  often  a good  plan  to  place  over  the  title  some  euphonious  expression  like 

Built  on  Honor,”  “ Built  for  Business,” 

‘‘  Qiiality  Guaranteed,”  Warranted  Excel- 
lence,” “ The  Record  of  the  Present,”  “ Made 
by  Experience.” 

There  certainly  is  no  objection  to  printing 
the  trade-mark  on  the  front  cover  if  it  is  strik- 
ing and  handsome,  and  if  it  is  not  it  had  better 
be  on  the  back  cover.  The  colored  cover 


Plate  No.  3. — Any  single  word  title  is  preferable  to  more  words.  Set  in  Howland. 
Combination  Dragon  Border  No.  27. 

” u 


Aboat 

DisbPS 


Book 


Plate  No.  5. — Set  in  Satanick.  30  Point  Collins  Border  No.  192. 


Plate  No.  4. — Set  in  Typotheta;.  iS  Point  Collins  Bor- 
der No.  199. 

often  more  efiective  than  one  upon 
paper  of  the  same  shade  as  that  used 
in  the  body  of  the  book. 

The  design  upon  the  cover  should 
be  extremely  neat  and  plain,  or  real- 
istic, or  highl}’  artistic.  There  should 
be  some  character  to  it  anyway,  some 
distinctiveness,  which  gives  it  an 
individuality.  No  matter  how  artistic 
the  decorative  part  may  be  the  letter- 
inof  must  be  readable. 


COVERS 


757 


The  lithographic  cover,  whether  tiie  contents  of  tlie 
book  are  litliographecl  or  not,  presents  a very  elfectivc 
method.  Color  is  always  striking,  and  if  art  can  be 
effective  without  it,  it  can  be  more  attractive  and  strong 
with  it. 

The  cover  design  may  consist  of  one  striking  picture, 
or  a series  of  pictures;  but  preference  should  be  given 
to  ti  distinct  or 


figure 


prominent 
or  design,  instead 


of  a conglomerate 


Plate  No.  6. — Not  a bad  name  for  a cata- 
logue. Can  be  prefaced  as  “ Bicycle  Facts,” 
or  “ Bicycle  Facts  Inside.”  Set  in  Bradley. 
12  Point  Laurel  Border  No.  2. 


Hats 


Plate  No.  7. — Any  short  title  is  good,  if  it  has  meaning. 
Set  in  Jenson  Old  Style.  18  Point  Bird  Border  No.  267. 


efiect  which  is 
not  effective  at  a 
glance. 

Plain  paper  with  a deep  red  border  makes  a 
good  cover,  or  paper  of  strong  and  warm  color 
with  plain  lettering  gives  an  individuality. 

If  the  paper  is  heavy  and  soft,  the  lettering 
can  be  in  heavy  type,  for  paper  of  this  class  will  not  properly  carry  fine  and  delicate 
lines. 

While  it  is  always  a good  plan  for  the  advertiser  to  suggest  a cover  design,  he 
should  consult  with  his  artist,  printer,  or  lithographer  and  consider  their  advice  of 
great  importance  to  him. 

The  illustrations  accompanying  this  department  naturally  illustrate  cover  designs 
but  very  imperfectly. 


Setting  Advertisements 


Part  of  the  good  of  anything  is  in  tlie  way  it  looks  ” 


HE  this  department  refer  almost  exclusively  to  adver- 

tisements in  magazines  and  other  general  publications,  and  to  the 
smaller  advertisements  in  newspapers,  but  not  to  full  newspaper  pages 
where  the  expense  of  carrying  out  this  idea  might  be  too  heavy. 

An  advertisement  to  be  conspicuous  must  have  an  individuality  of 
its  own,  and  it  cannot  stand  out  prominently  if  it  is  typographically  similar  to  others. 

Every  publication  office  has  its  own  typographical  style;  its  compositors  are  trained 
along  certain  lines,  and  the  advertisements  have  a similar  appearance. 

Even  if  the  advertiser  specifies  the  display,  there  is  likely  to  be  some  similarity  to 
the  other  advertisements,  for  the  type  he  may  select  will  be  used  by  other  advertisers. 
General  advertisers  usually  furnish  their  advertisements  in  electrot3'pe  form,  depending 
upon  some  expert  printer  for  effective  display.  A quarter  page  advertisement  well 
set  ma}’  be  more  conspicuous  than  a full  page  badly  set.  It  would  be  a good  thing  if 
advertisement  constructors  understood  t3’pograph3',  for  the3^  then  could  specif3’  the 
t3q:)e  desired  for  general  displa3';  but  as  few  have  handled  t3'pe,  it  is  safer  for  them  to 
leave  the  displa3’  to  a competent  compositor.  The  compositor’s  abilit3^  has  alwa3's  been 
underestimated.  The  expert  compositor  has  never  received  the  remuneration  due  him. 

Half  the  effective  advertisements  for  which  the  writers  have  received  much  com- 
mendation reall3'  owe  their  qualit3^  largel3^  to  some  poor  fellow  at  the  case,  who  had 
the  brains  to  properl3’  set  brainless  matter.  If  an  advertisement  is  to  be  used  con- 
stantl3q  or  in  a large  number  of  publications,  the  expense  of  having  it  properh’  set  and 
making  electrot3q:)es  is  altogether  too  small  to  need  consideration. 

If  the  advertiser  gives  the  compositor  an3'  instructions,  — provided  he  is  not  a printer 
himself,  — let  him  simpl3^  request  the  use  of  readable  t3'pe,  and  underline  the  words 
he  desires  to  have  brought  out  prominentl3',  using  several  underlines  for  the  most 
prominent  words,  and  fewer  underlines  for  the  others. 

Alwa3’s  see  a proof  before  the  advertisement  is  electrot3-ped. 

In  every  large  city  there  are  printers  who  understand  advertisement  setting,  and 
there  are  in  this  countiy  three  or  four  establishments  which  arc  reall3'  expert  in  the 
t3’pographical  art.  These  expert  houses  apparcntl3'  charge  a high  price  for  their 
work,  but  it  is  low  if  their  investment  is  considered.  The  advertisement  must  be 
different  and  look  different  from  other  advertisements  il  it  is  to  be  lull3’  effective. 


Bas-Relief 


“ Without  deceit  they  stand  for  what  they  are  ” 


HE  bas-relief  sign  and  all  images  or  reproductions  of  articles,  either  in 
relief  or  in  miniature,  can  be  considered  in  this  department.  Articles 
ot  this  kind  are  cast,  and  are  made  of  some  combination  of  moldable 
materials.  Plaster  of  Paris  is  not  durable,  and  is  too  easily  broken  to 
be  safely  transported.  It  is  unnecessary  to  go  into  an  analysis  of  the 
combinations  of  materials  used  for  this  class  of  work,  for  all  of  them  are  generally  the 
same,  differing  only  in  the  proportions  used.  The  bas-relief  sign  is  simply  an  em- 
bossed sign,  that  is,  more  realistic  than  the  ordinary  embossed  sign.  The  image  or 
statue  so  represented  is  supposed  to  be  a counterpart  of  the  original,  and  sometimes 
very  closely  resembles  it.  It  is  obvious  that  no  molded  copy  can  reproduce  fine  me- 
chanical lines  or  correctly  represent  any  intricate  article.  Wherever  the  article  can 
be  properly  represented  in  relief  or  in  realistic  miniature,  this  method  of  advertising 
is  to  be  recommended  if  the  advertiser  feels  justified  in  standing  the  cost. 

Work  of  this  kind  has  a rich,  solid  appearance,  is  seldom  thrown  away,  and  is 
almost  always  given  a conspicuous  position.  Very  little  advertising  should  be  placed 
on  the  bas-relief  sign,  and  even  less  on  the  statue  or  other  reproduction.  If  the  article 
cannot  be  properly  molded,  no  effort  should  be  made  to  do  so,  for  some  other  class 
of  advertising  can  be  used.  If  the  bas-relief  work  is  painted,  it  should  be  well  and 
correctly  painted;  and  if  it  represents  some  article,  its  decoration  should  be  an  exact 
copy  of  that  article.  Statues  of  prominent  men,  of  monuments,  and  of  other  things 
foreign  to  the  business,  can  be  made  to  be  efiective  advertising  devices,  but  a cast  of 
a prominent  man  or  well-known  monument  should  not  be  plastered  with  advertising. 

A well-molded  advertising  device  representing  something  either  good  or  well 
known,  if  it  carries  but  a few  words  of  advertising,  will  be  given  the  most  conspicuous 
place  in  the  store  or  window, — and  remain  there, — while  an  equally  good  reproduc- 
tion cov'ered  with  advertising  will  find  an  early  grave  in  the  ash  barrel. 

The  advertiser  sometimes  thinks  that  the  more  words  he  uses,  the  more  advertising 
he  gets;  and  so  he  would,  if  folks  would  read  the  words,  or  they  could  be  kept  in 
sight.  But  economical  judgment  says  that  a few  words  on  a permanent  statue  are 
worth  a dictionary  of  words  on  a transient  one.  This  bas-relief  work  is  done  by  a 
few  novelty  manufacturers,  all  of  whom  are  generally  willing  to  accept  an  order  on 
condition  that  the  model  is  to  be  satisfactor}"  or  the  order  void. 


759 


Books  and  Booklets 


“ A book’s  a book  though  there’s  nothing  in  it  ” 


CATALOGUE  is  a book,  but  a book  is  not  necessarily  a catalogue. 

The  difference  between  a book  and  a booklet  is  that  the  former  is 
larger  than  the  latter. 

A catalogue  may  be  a technically  descriptive  volume,  while  the  so- 
called  advertising  book  or  booklet  may  be  more  or  less  literary,  or  of 
a light  conversational  character,  or  it  may  take  up  a discussion  of  the  subject  in  a 
learned  and  scientific  way. 

The  general  advertiser  finds  it  profitable  to  distribute  through  his  agents  or  retailers, 
or  by  mail,  books  and  booklets  directly  advertising  his  goods,  or  else  pertaining  to  the 
subject  in  a general  way. 

The  book  may  be  of  any  size,  and  printed  on  any  grade  of  paper,  bound  without 
covers,  or  with  any  kind  of  covers;  and  it  may  cost  anywhere  from  a quarter  of  a cent 
to  a dollar,  and  a fairly  good  book  of  twenty-four  to  forty-eight  pages  can  be  pro- 
duced as  low  as  three  cents  in  paper  covers,  and  from  seven  to  twenty  cents  in 
board  covers. 

A book  should  be  a book,  and  there  should  be  no  advertising  upon  its  covers. 

A book  must  contain  matter  valuable  to  the  receiver  as  well  as  to  the  advertiser. 

Cook  books  have  been,  and  always  will  be,  recognized  as  among  the  best  of  this 
class  of  advertising,  and  conventional  books  on  anything  pertaining  to  the  household 
are  well  received.  In  fact,  great  originality  may  not  be  useful  or  profitable. 

The  story  book  in  which  one  of  the  characters  uses  the  article  advertised,  or  the 
article  appears  in  the  development  of  the  plot,  must  not  force  the  article  into  the  text. 
It  must  appear  as  a necessary  part  and  parcel  of  the  stor}'. 

Books  for  children,  and  books  of  rhyme,  handsomely  illustrated,  are  excellent 
methods  of  advertising,  and  it  is  not  necessary  that  the  advertisement  appear  in  the 
text. 

The  advertising  should  never  appear  in  the  text  of  the  book  to  the  detriment  of  the 
text;  and  it  had  better  appear  by  itself,  the  text  being  entirely  free  from  it. 

If  the  books  are  distributed  through  the  retailer,  with  his  name  upon  any  part,  the 
design  should  be  so  arranged  that  the  retailer’s  name  will  appear  to  be  a part  of 
it,  and  with  each  batch  of  books  should  be  sent,  if  the  retailer  is  to  print  his  own 
name,  suggestions  as  to  harmonious  lettering. 

760 


I500KS  AND  BOOKLETS 


761 


lA'rhaps  the  most  ctlcctive  book  for  advertising  j^urposes  is  that  containing  autliori- 
tative  chapters  directly  i^ertaining  to  the  use  of  the  advertised  article.  A book  of  this 
kind  can  be  made  up  of  popular  scientilic  articles  by  great  writers,  who  of  course  do 
not  refer  to  the  article,  but  their  writings  nevertheless  pertain  to  the  use  of  it,  or  to 
similar  articles,  and  the  weight  of  their  influence  is  unconsciously  thrown  the  adver- 
tiser’s way,  — to  his  benefit  if  he  has  a good  article.  Care  must  be  taken  to  obtain 
the  consent  of  the  authorities  quoted,  and  not  to  unfairly  make  use  of  their  writings, 
or  to  place  the  writers  in  a compromising  position.  Infringements  on  the  copyright 
law  are  liable  to  be  punished  by  heavy  fines,  and  the  consequent  publicity  of  dis- 
covery is  sure  to  result  in  serious  injury  to  the  advertiser. 

The  typographical  display  of  a book  must  be  in  legible  type,  and  none  of  the  deco- 
rative work  should  interfere  with  the  easy  reading  of  the  text. 

Originality  ceases  to  be  commendable  when  it  offends  the  eye. 

The  book  must  be  readable,  typographically  and  otherwise. 

The  first  thing  to  be  done  is  to  produce  the  matter  for  the  book;  the  next  thing  to 
be  done  is  to  set  it  so  it  can  be  easily  absorbed;  and  the  last  thing  to  be  done  is  to 
make  it  as  handsome  as  it  can  be  without  being  objectionably  original. 

There  is  no  excuse  whatever  for  the  use  of  fancy  type  or  all  capitals  in  text,  and 
the  man  who  uses  either  is  an  ass. 

The  booklet  should  follow  the  lines  of  the  book  on  a reduced  scale. 

Wide  margins,  open  and  large  reading  type,  artistic  initial  letters,  handsome  illus- 
trations, good  paper,  and  good  binding  are  essential  in  book  and  booklet  making. 

The  use  of  lithography  for  a whole  or  a part  of  the  pictures,  and  the  vignetting  of 
a part  of  the  pictures  into  the  text  are  suggestions  worthy  of  consideration. 

The  book  the  people  want  to  read  is  the  book  the  people  will  read,  and  it  is  better 
to  have  a book  containing  ten  pages  of  reading  matter  and  two  pages  of  advertising 
read  by  a hundred  people,  than  a book  containing  two  pages  of  reading  matter  and 
ten  pages  of  advertising  read  by  ten  people. 

The  book  will  be  read  if  it  is  worth  being  read,  and  if  it  is  not  worth  being  read  it 
will  not  be  read,  no  matter  how  artistic  it  is,  or  how  beautiful  may  be  its  execution. 


Posters 


It  has  been  posted,  and  all  the  world  has  seen  it  ” 


OSTER  advertising  pays. 

It  is  simply  a question  of  making  it  pay. 

Advertising  by  poster  is  universal. 

Nearly  all  advertisers  who  can  use  billboards  use  billboards. 

Nearly  all  the  great  business  houses  and  many  small  ones  have  used 
and  are  now  using  posters,  and  the  general  use  of  this  method  of  advertising  proves 
that  billboard  advertising  is  almost  always  profitable. 

Nearly  all  of  the  billboard  advertising  which  does  not  pay  has  the  faults  of  other 
methods  of  advertising  constructed  not  to  pay. 

Comparatively  few  printers  have  plants  adapted  to  the  production  of  good  posters. 
The  advertiser  should  always  place  his  order  for  posters  with  what  are  known  as 
poster  printers.  They  can  do  the  work  better  and  much  cheaper  than  even  the 
largest  and  best  general  printer  who  does  not  make  a specialty  of  poster  work. 

Bill  posting  should  always  be  done  by  the  professional  bill-poster.  Others  cannot 
do  it  properly. 

People  do  not  stand  close  to  a poster.  They  read  it  at  a distance.  It  must  be  so 
constructed  that  it  is  intelligible  as  far  away  as  twenty-five  feet. 

Brevity  is  the  one  great  essential  for  bill-poster  composition,  for  without  brevity 

there  cannot  be  room  for 
the  largest  type  except  in 
posters  of  gigantic  size. 

It  is  more  profitable  to 
have  twenty-five  readable 
words  on  the  poster  than  to 
let  it  contain  one  hundred 
words  that  people  cannot 
see  without  an  opera  glass. 
Poster  matter  must  be  vis- 
ible to  the  naked  eye,  and 
so  arranged  that  the  eye 
without  much  effort  can 
convey  it  to  the  mind. 


Tram  For 


Middleton 


Plate  No.  i. — Set  in  Poster  Roman  No.  i,  a splendid  style  of  readable  letter.  i8  Point 
Collins  Border  No.  178. 


762 


I’OSTICRS 


763 


Cents 


The  poster  is  simply  a newspaper  adver- 
tisement stuck  upon  a board  or  wall,  but  so 
constructed  that  a "lance  can  cover  it  and 
take  in  every  word  at  a distance. 

Pictures  often  add  to  the  effectiveness  of 
the  poster,  but  never  use  pictures  unless  the 
pictures  mean  somethin",  or  can  serve  as 
eye-catchers. 

When  in  doubt,  use  type  only, 
f Ver}^  effective  posters  contain  but  one 
flB  • color,  but  it  generally  pays  to  use  from  two 

* to  six  colors.  Color  is  always  acceptable, 
and  it  is  impossible  to  produce  as  effective 
an  advertisement  in  one  color  as  in  the 
proper  arrangement  of  several  colors. 

Do  not  use  faint  colors  except  for  the 
6 Point  Lovell  background,  and  see  to  it  that  the  colors  do 
not  run  together  so  that  each  color  injures 
the  strength  of  those  next  to  it.  Lithographic  posters,  if  properly  designed,  combine 
the  advantages  of  scenic  art  with  worded  argument.  The  lithographic  poster  must 
be  a sort  of  compromise  between  the  roughly  painted  scene  and  a regular  colored  pic- 
ture; that  is,  it  must  be  fine  enough  not  to 
ofiend  the  close  observer,  and  it  must  be 
coarse  enough  to  appear  to  be  realistic  at  a 
distance. 

Some  of  the  most  efl'ective  colored  posters 
are  those  giving  a perspective  view  of  some- 
thing. 


; 
f 
f 

iw'  I 


Boston 


Plate  No.  2. — Set  in  Boston  Roman  No.  2. 
Border. 


In  using  posters  of  more  than  one  sheet, 
request  the  designer  not  to  have  the  breaks 
come  across  any  face  or  any  other  part  which 
would  be  materially  injured  if  the  pasting  is 
not  perfectly  even.  It  is  sometimes  impos- 


sible to  avoid  this,  but  in  the  majority  of 
cases  a little  care  will  prevent  it. 

Do  notallow  the  poster  to  be  so  filled  with 
detail  that  it  ceases  to  be  impressive. 

Avoid  injuring  the  design  of  the  poster  by 
carrying  the  lettering  across  any  part  which 
ought  to  be  allowed  to  stand  out  unobstructed. 

If  the  poster  is  of  the  design  class,  the 
importance  of  having  the  design  unbroken. 


V.  S.  MAU  UNES 


PHIUL  WIUmCTOH  & BUTIMORE 

RAILROAD, 

Via  Cftester,  .WUminston,  Newark,  BUcton  Havre  l>e  <»raea 


Od  and  after  Mooday  aest,  IfoTenber  d4ih,  the  nail  XJoe  to  Belli* 
more  will  leareibe  Depot, 'Eteveolh and  Harket  Streets,  as  follows: 
Daily  (cicept  Sunday,)  at  8 o’clocl,  A.  Od. ; and  Dailr,  at  4,  P.  M. 

The  aboTc  Lines  will  leave  Baltiaore  for  Philadelphia  Daily  (except 
Sooday.)  at  9 o'clock.  A.  M..  and  8 <^4'lock,  P.  H. 

The  Line,  via  New  Castle  and  Frtnebtowo,  by  Steamboat  from  Dock 
Street  Wbart;  will  be  disconlinned  m and  after  that  day. 

WZKZlUKa  AMD  PlTTSBtmOH. 

^Ticket^through_^lo  Wheeling  or  Pittsburgh  con  be  procored  at  th# 
*■  g.$l3;  r'  *'■  ‘ 


Depot.  Fare  to  Wheeling. ' 


; Do.  to  Pittsburgh.  $12. 


FREIGHT  ACCOMMODATION  LINE. 

A Passenger  Car,  attached  to  the  freight  train,  leaves  the  Depot, 
daily  (except  Sunday.)  at  li  o'clock.  P.  M.  Fare,  $.ISO. 


Plate  No.  3. — A railroad  poster  of  over  half  a century  ago 
appearing  in  Baltimore,  Maryland,  in  1845. 


764 


FOWLER’S  PUBLICITY 


and  leaving  room  for  the  lettering,  should  be  recognized.  The  circus  style  of  poster 
making  is  the  cheapest,  and  is  the  best  for  startling  and  sensational  advertising. 

The  lithographic  poster  is  more  artistic  and  is  adapted  to  the  advertising  of  good 
entertainments,  and  to  every  class  of  commercial  commodity. 

The  regular  one-printing  poster  can  be  gotten  up  in  a few  hours,  and  is  preferable 
to  any  overdone  design.  The  lettering  on  a poster  should  consist  of  one  strong,  brief 


a 


50 

Horses 
In  the 
*Lady  and 
The  Horse” 
At  the 

Lyceum 

Plate  No.  4. — Set  in  Taylor  Gothic.  18  Point  Laurel  Border  No.  2. 


heading,  in  lettering 
as  large  as  possible. 
There  can  be  more 
than  one  heading,  but 
one  striking  heading 
is  better  than  several. 

There  may  be  a 
reasonable  amount  of 
descriptive  matter, 
which  must  appear 
in  letters  large 
enough  to  be  seen  at 
least  twenty-hve  feet 
away;  and  if  neces- 
sary there  ma}"  be 
considerable  other 
matter,  readable  at  a 
distance  of  live  or  six 
feet,  — provided  the 
design  and  the  larger 
matter  are  sufficient- 
ly strong  to  bring 
people  to  the  poster; 
but  the  best  posters 
are  those  which  con- 
tain neither  design 
nor  lettering  not 
easily  readable  at  a 
distance  of  twenty- 
five  feet. 


Posters  arc  adapted  to  the  profitable  advertising  ol  every  class  ol  commodity,  Irom 
the  excursion  to  the  church  meeting. 

Poster  advertising  is  profitably  used  by  both  the  general  and  the  local  advertiser. 

There  are  few  towns  of  any  consc{|ucncc  without  a prolessional  bill-poster,  who 
owns  the  best  available  space,  and  who  is  not  likely  to  be  unreasonable  in  his 
charges. 


POSTERS 


765 


It  is  better  to  pay  a good  price  to  a regular  bill-poster,  who  can  give  the  posters 


conspicuous  positions,  than  to  pay  almost  nothing  for  the  display  (d'the  posters  where 


people  are  not  likely  to  see  them. 

The  merchant  should  not  do  his  own  bill  posting.  It 
will  cost  him  more  and  will  not  bring  him  one  half  the 
result  that  is  likely  to  come  if  his  bill-posting  is  placed 
in  the  hands  of  a professional  bill-poster. 

There  are  a few  general  bill-posters  of  ample  capital, 
who  employ  an  army  of  men  and  own  space  and  have 
facilities  for  covering  any  State  or  any  number  of  States. 
These  men  have  brought  bill-posting  to  a science,  and 
can  economically  attend  to  this  part  of  advertising. 
These  houses  are  always  willing  to  furnish  definite 
proof  of  display,  and  court  rather  than  shun  the  fullest 
investigation. 

The  comical  poster  is  to  be  recommended  onl}'  when 
the  alleged  wit  is  really  witty.  Fun  which  really  is  not 
fun  disgusts  the  public. 

Rhyme  on  a poster  is  almost  as  unprofitable  as  poems 
on  the  bottoms  of  dinner  plates.  Poster  readers  are 
passing  by  quickl}’-,  and  the  motion  in  passing  is  not 
conducive  to  the  appreciation  of  rhythm. 

Poster  vulgarity  is  always  sure  to  injure  the  advertiser. 


W V vi? 


© 

o 

© 

X-Jf 

X-Jf 


X-/ 

X-fi 

X-fi 

XV 

XV 


1000 

Cats 

25c 


& 

& 

& 

& 


& 

& 


A*  A*  A*  it*'  a*  it* 

Plate  No.  5. — A good  show  heading.  Set 
in  Howland.  12  Point  Collins  Border  No.  202. 


The  vulgar  may  appreciate 


vulgarity,  but  they  never  think  well  of  the  goods  vulgarity  advertises. 

Never  head  a poster  with  an}’ such  line  as  “Notice”  or  “Attention.”  Let  the 
heading  plunge  right  into  the  subject. 


W agons 

“ Advertisements  on  wheels  ” 


HERE  must  be  wagons,  and  they  must  have  sides  and  covers. 

These  sides  and  covers  may  as  well  carry  painted  advertisements 
as  blank  spaces. 

The  cost  of  this  advertising  is  limited  to  the  expense  of  painting  it, 
for  its  circulation  costs  nothingr. 

Never  paint  a picture  on  a wagon  unless  the  picture  means  something,  or  is  so 
artistic  that  it  need  not  refer  to  anything  in  particular. 

If  the  painter  does  not  know  how  to  paint  a decent  picture,  get  another  painter  or 
do  not  have  a picture.  Bad  lettering  is  bad  enough,  but  bad  pictures  are  worse  than 
bad.  Nothing  disgusts  a customer  more  than  to  see  on  the  delivery  wagon  an  illus- 
tration of  an  impossibility,  or  a bit  of  scenic  exaggeration. 

Never  paint  indistinct  letters  on  the  wagon,  and  be  sure  that  the  letters  are  so 
painted  that  they  can  be  read  at  an  angle. 

Shading  is  often  desirable  because  it  adds  solidity  and  does  not  necessarily  detract 
from  legibility. 

If  gilt  is  used,  it  should  be  shaded  so  that  the  sunlight  will  not  interfere  with  read- 
ing it  at  an  angle. 

If  the  customers  belong  to  the  gingerbread  aristocracy  and  do  not  know  what  a 
coat  of  arms  means,  it  might  be  well  to  paint  one  on  the  wagon,  but  characters  of 
this  kind  sometimes  outrage  intelligence,  and  in  this  free  country  may  disgust  the 
public. 

If  the  delivery  wagon  never  goes  out  of  town,  there  is  no  need  to  use  up  space 
for  the  painting  of  the  town  name. 

An  illustration  appropriate  to  the  business,  if  well  painted,  stamps  the  wagon  with 
an  individuality,  and  is  a perpetual  advertisement  of  the  business. 

If  the  business  is  technical,  be  sure  that  the  wagon  illustrations  are  technically 
correct. 

On  a milk  wagon,  be  sure  to  leave  the  pump  out  of  the  farm  scene. 

If  groceries  and  fruit  are  sold,  do  not  have  the  fruit  scene  illustrate  a basket  ot 
dilferent  kinds  of  fruit  which  never  can  be  got  together  at  one  time. 

Do  not  show  on  the  tea  wagon  naked  children  picking  over  tea.  It  does  not  indi- 
cate cleanliness. 


766 


WAGONS 


767 


It  is  always  advisable  to  use  some  distinet  body  eolor.  Have  the  wagon  body  all 
yellow,  or  all  red,  or  all  blaek,  or  all  green,  or  all  some  other  color,  and  have  all  of 

the  wagons  painted  alike. 

Make  everything  about  the 
wagon  indicative  of  the  busi- 
ness, so  that  when  it  is  seen  in 
the  distance,  people  will  be  re- 
minded of  the  merchant  by  it. 

There  are  few  better  methods 
of  advertising  than  the  making 
of  wagons  in  fantastic  shape,  as 
the  wagon  made  in  the  form  of 
a shoe,  or  of  a globe,  or  of  any 
other  form  illustrating  the  busi- 
ness, provided  such  shape  does 
not  interfere  with  roominess. 

Never  allow  a shabby  wagon 
to  be  driven  through  the  street. 
Paint  costs  very  little,  and  var- 
nish less.  Paint  and  varnish 

Plate  No.  i. — Set  in  De  Vinne.  24  Point  Collins  Border  No.  i8g. 

the  wagon  as  often  as  necessary^ 
and  keep  it  clean  and  bright.  Do  not  send  out  a clean,  bright,  handsomely  painted 
wagon  with  a tramp  for  a driver.  A uniformed  driver  is  not  necessary,  but  as  a 
uniform  does  not  cost  more  than  a good  suit 
of  clothes,  it  may  be  recommended. 

The  driver  of  a wagon,  particularly  if  he 
be  a C.  O.  D.  man,  is  obliged  to  meet  the 
lady  of  the  house,  as  well  as  the  servant, 
and  it  is  as  necessary  that  he  be  a gentle- 
man as  it  is  to  have  polite  people  behind 
the  counters. 

Many  a good  customer  who  was  perfectly 
satisfied  with  the  goods  has  been  lost  be- 
cause the  wagon  driver  had  no  discretion, 
politeness,  or  decency. 

If  there  is  a catch-line  in  the  advertis- 
ing, like  that  famous  expression,  “ Your 
money  back  if  you  want  it,”  paint  it  on  the 
wagon,  for  a line  like  that  is  an  imperish- 
able trade-mark. 

If  the  merchant  sells  for  cash  only,  use  some  cash  expression  on  the  wagon.  If 
promptness  is  the  specialty,  paint  it  on  the  wagon. 


0 0 0 0 0 0 0 0 0 0 0 0 

Smith’s  I 

gy  I 

LaremI  | 
Service  I 

O ~ O O O O O O O O O O o 


Plate  No.  2. — Set  in  TaylorGothic.  18  Point  Collins  Border 
No.  181. 


Time 

Wagon 


768 


FOWLER’S  PUBLICITY 


Remember  that  every  one  of  the  delivery  wagons  is  a perpetually  moving  repre- 
sentative of  the  business,  and  that  the  men  upon  it  are  agents,  and  that  both  wagon 

•$  ^ standard. 

I High-Grade  Grocery  I Bens  on  the  horses,  if  they 

O J ^ are  good  bells,  look  well,  and 

nobody  objects  to  them. 

Plate  No.  3.— Set  in  Johnson  Old  Style.  12  Point  Collins  Border  No.  176.  Fancy  hamCSS  if  kept  in 

good  condition  and  never  allowed  to  grow  shabby,  is  distinctive  and  generally  of 
value.  Instruct  the  drivers  to  drive  carefully,  and  to  err  on  the  side  of  giving  up 
their  rights  on  the  road,  rather  than  of  demanding  them.  The  wagon  meets  the  cus- 
tomers on  the  road,  and  as  the  owner  is  after  business,  it  is  better  for  the  driver  to 
give  way,  even  if  the  man  he  meets  is  wrong,  than  to  spoil  a customer. 

In  these  days  of  bicycling,  when  half  the  folks  who  buy  may  ride  the  wheel,  and 
may  meet  the  wagon  every  day  upon  the  road,  it  will  pay  to  show  cyclers  every 
courtesy,  for  there  can  be  no  better  advertisement  than  the  good  words  of  wheel- 
women  and  wheelmen,  who  tell  each  other  that  the  driver  is  a gentleman. 

The  wagon  is  simply  a part  of  the  store,  and  a moving  part,  meeting  the  customers, 
and  those  one  would  have  for  customers,  everywhere.  It  is  constantly  on  the  move, 
advertising  well  or  poorly  everywhere. 

Do  not  allow  the  wagon  to  be  driven  at  breakneck  speed  over  the  streets,  in  total 
disregard  of  the  rights  of  citizens.  Perhaps  the  wagon  is  overtaxed,  and  speed  is 
necessary  to  prompt  delivery.  In  that  case,  get  more  wagons,  for  remember  that  the 
harm  the  wagon  can  do  may  be  more  vmprolitable  to  the  business  than  any  other  out- 
side method  which  illustrates  the  policy. 

Children  play  upon  the  sidewalks  in  front  of  their  homes,  and  the  mother,  sitting  at 
the  window,  does  not  like  to  see  the  wagon  driven  carelessly  up  to  the  curb  to  the 
possible  injury  of  her  children;  or  to  hear  the  driver  curse  the  little  ones  for  being 
there;  nor  does  that  mother,  and  she  is  the  customer,  think  well  of  the  merchant  if 
his  wagon-man  slings  the  bundles  through  the  door,  perhaps  damaging  their  contents 
or  hitting  something  in  the  house.  Perhaps  only  the  servant  sees  the  man,  but  the 


servant  sees  the 
mistress,  and  the 
servant’s  tongue  is 
sometimes  the 
power  behind  the 
lady,  greater  than 
the  lady  herself. 

Fortunate  is  the 
merchant  with 
wagon-man  so  polite  that 
see  him. 


Blank’s  Quick  Delivery 


Plate  No.  4. — Set  in  Howland.  iS  Point  Collins  Border  No.  200. 

every  servant  girl  and  eveiy  lad}'  of  the  house  is  glad  to 


Handbills 


“ There’s  some  good  in  everything  ” 

ANDBILLS  and  flyers  are  almost  synonymous  terms. 

The  circular  may  be  a handbill,  but  the  handbill  is  never  a circular. 
Handbills  contain  circular  matter  printed  upon  the  poorest  of  paper, 
and  of  any  size  from  one  inch  by  two  inches  to  many  feet. 

Handbills  are  almost  always  distributed  by  boys  and  men  who  either 
hand  them  one  by  one  or  in  bunches  to  passers-by,  or  leave  them  on  the  door  steps 
with  or  without  ringing  the  bell. 

The  principal  interest  in  handbills  is  limited  to  the  sender,  because  the  receiver 
has  seldom  been  known  to  pay  any  attention  to  their  receipt. 

If  the  merchant  believes  that  experience  has  given  him  the  right  to  claim  that 
handbill  advertising  is  better  than  any  other  method  of  advertising,  or  if  not  better,  is 
an  excellent  and  economical  means  of  assisting  in  the  sale  of  goods,  it  is  suggested 
that  he  devote  a part  of  his  valuable  time  to  watching  the  handbill  boys  distributing 
handbills  along  the  street  or  dropping  them  on  the  windy  side  of  the  door  where  the 
wind  will  take  care  of  them. 

That  handbill  advertising  may  be  brought  down  to  the  business  figures  which  can- 
not lie,  let  the  reader  accept  the  following  mathematical  recapitulation,  the  truth  of 
which  he  can  verify  by  a little  investigation.  Ten  thousand  poorly  printed  handbills 
may  cost  ten  dollars.  A distributer  to  give  them  out  from  house  to  house,  or  to  hand 
them  to  pedestrians,  may  charge  two  dollars.  If  he  leaves  only  one  at  a house,  and 
only  gives  one  at  a time  on  the  street,  he  will  not  make  much  at  two  dollars.  Dis- 
tributers are  not  generally  business  men  or  boys  of  character,  and  they  distribute 
handbills  partly  because  they  cannot  do  anything  else;  one  must  take  them  as  they 
are,  and  not  expect  high-grade  honesty  in  low-grade  labor.  The  expense  of  these 
ten  thousand  handbills  is  probably  not  far  from  twelve  dollars.  About  one  hundred 
distributers  out  of  one  hundred  will  attempt  to  force  ten  handbills  upon  every  one 
who  passes,  or  will  give  out  one  and  throw  away  nine.  By  this  method  of  distribu- 
tion, ten  thousand  circulars  may  touch  one  thousand  people,  and  not  reach  more  than 
a dozen.  If  the  handbills  are  left  at  the  houses,  the  lowest  estimate  gives  ten  to  a 
house;  consequently,  the  outside  of  one  thousand  houses  may  be  reached.  Five  hun- 
dred of  these  house  lots  will  be  blown  from  the  steps,  leaving  five  hundred  lots  to  do 
the  business,  and  these  five  hundred  will  reach  three  hundred  servant  girls,  two 

769 


770 


FOWLER’S  PUBLICITY 


hundred  and  ninety-nine  of  whom  will  use  them  for  kindling.  This  leaves  two 
hundred  and  one  handbills,  assuming  that  two  hundred  ladies  of  the  house  will  re- 
ceive a bill.  Probably  not  fifty  of  these  two  hundred  and  one  lots  will  receive  as 
much  as  a passing  glance.  Out  of  ten  thousand  handbills,  perhaps  fifty  may  be  read, 
and  the  balance  of  nine  thousand  nine  hundred  and  fifty  will  blow  around  the  street 
and  yard,  or  remain  in  the  gutter;  but  if  they  happen  to  strike  printed  side  up,  and 
become  sufficiently  wet  to  stick  to  their  places,  and  the  type  is  very  large,  perhaps  a 
few  people  will  read  the  advertisement  in  the  mud. 

Handbills  are  not  acceptable  to  most  people,  and  not  one  man  or  woman  in  a dozen 


» w w 


* 


zz 


26 

$10 

Coats 

Only  twenty-six— 
Come  in  quickly  — 
You  may  be  too  late 


Plate  No.  i. — A good  form  of  handbill  advertising.  Set  in  Gothic  No.  6. 
Original  Border  No.  83. 


Barta 


who  is  courteous  enough  to 
take  a handbill  from  the 
hand  of  the  distributer  will 
read  the  contents  of  it. 

The  value  of  handbills  by 
the  ordinary  methods  of  dis- 
tribution is  about  two  per 
cent,  of  their  cost,  although 
there  are  isolated  instances 
where  they  have  paid  a 
good  percentage  of  profit. 

The  man  who  believes 
these  statements  are  exag- 
gerated has  but  to  judge 
the  world  by  himself,  and 
permit  his  own  good  sense 
to  tell  him  that  he  has  no 
right  to  expect  people  to 
read  the  class  of  advertising 
he  will  not  read  himself. 

Handbills  hung  in  prom- 
inent places,  in  depots  and 
cars  where  one  may  have 
them  if  he  wishes  them,  are 
not  handbills  pure  and  sim- 


ple, but  businesslike  circulars,  and  valuable  because  those  who  want  them  make  an 
efibrt  to  get  them. 

Strung  handbills  should  have  above  them  a placard  upon  which  should  be  printed 
the  conventional  line,  “ Take  One,”  or  some  expression  which  refers  to  the  subject 
matter  of  the  bill. 

Generally,  and  notwithstanding  that  handbills  occasionally  pay,  the  handbill  money 
had  better  be  placed  in  good  newspaper  advertising  space,  where  there  is  a definite, 
known  circulation  among  people  who  want  and  buy. 


HANDBILLS 


771 


The  rciulcr  must  not  confound  the  handbill  with  the  poster,  for  although  they  con- 
tain about  the  same  matter,  they  are  in  no  sense  alike  as  advertising  mediums. 

Every  reader  of  a newspaper  may  not  read  every  advertisement,  nor  docs  he  sec 
every  advertisement,  but  as  he  reads  the  paper  because  he  buys  it  for  no  other  pur- 
pose, and  as  the  advertisements  are  there,  it  is  fair  to  assume  that  all  of  them  are 
read  by  most  readers,  and  part  of  them  by  all  readers. 

Handbills  have  been  used  successfully  for  the  announcement  of  excursions  and 


entertainments,  but  the  fact  that 
the  better  class  of  entertainment 
managers  contine  their  ad\'ertis- 
ing  to  the  newspapers  and  bill- 
boards indicates  that  handbill 
money  can  be  better  expended 
in  other  ways. 

The  handbill  must  be  used  as 
a supplementary  announcement 
of  reduction  of  rates  and  excur- 
sions, and  special  trips,  but  when 
so  used  the  transportation  com- 
pany has  a method  of  distribution 
which  is  in  no  sense  promiscuous, 
and  thereb}'  lifts  the  handbill  out 
of  its  ordinary  sphere.  In  these 
cases  the  handbill  becomes  a cir- 
cular, distributed  through  the 
ticket  offices,  and  in  the  cars  and 
in  the  depots  and  to  people  known 
to  be  interested. 

The  writer  has  no  recollection 
of  any  railroad  or  transportation 
company  giving  out  handbills 
other  than  through  the  regular 
channels  of  time-table  distribu- 
tion, and  in  the  absence  of  any 


knowledge  of 


Plate  No.  2. — Another  good  handbill  form. 
Lovell  Border  combined  with  Single  Rule. 


Set  in  Howland  Open.  9 Point 

promiscuous  Cir-  Lovell  Border  combined  with  single  Rule. 

culation,  he  must  assume  that  the  successful  distributers  of  handbills  do  not  follow 
the  house  to  house  or  the  street  method. 

Handbill  matter  must  be  extremely  brief,  and  every  handbill  should  contain  one 
strong  heading  which  may  occupy  one  or  more  lines;  to  be  effective  this  should  be 
descriptive,  stating  the  contents  of  the  handbill,  or  else  sufficiently  startling  to  com- 
mand immediate  attention. 

The  handbill  should  be  in  two  or  three  distinct  sections: 


772 


FOWLER’S  PUBLICITY 


First,  the  heading. 

Second,  large  type  descriptive  or  explanatory  matter. 

Third,  extra  description  or  explanation  in  smaller  reading  type  if  it  is  necessary 
that  much  matter  be  given. 

By  this  arrangement  the  reader  will  gain  a knowledge  of  the  contents,  even  if  he 
does  not  read  the  whole,  for  the  heading  tells  a part  of  the  story,  the  large  type  de- 
scriptive matter  tells  more  of  it,  and  the  two  together  help  to  bring  the  reader  into  the 
proper  frame  of  mind  to  read  the  balance  of  the  handbill. 

Do  not  print  at  the  top  the  word  “ Notice,”  or  any  other  useless  heading. 

If  the  advertiser  has  something  to  announce,  or  something  to  sell,  or  cut  prices,  or 
special  rates,  or  anything  else,  let  the  heading  say  so,  or  directly  lead  up  to  it. 

An  expression  like  “Crystal  Lake  and  Back,  $i.”  attracts  more  attention  than  the 
conventional  phrase  like,  “ Grand  Excursion.” 

Reduction  in  prices  always  commands  attention,  but  if  the  merchant  is  only  reduc- 
ing the  price  of  one  thing,  it  is  better  to  say  “ Fifty-cent  handkerchiefs,  twenty-five 
cents.” 


Circulars  and  Folders 


“ Circulars  circulating  everywhere  ” 


HE  difference  between  a circular  and  a handbill  is  that  the  circular  is 
supposed  to  be  well  printed  and  to  look  well,  and  the  handbill  is  a 
cheap,  sensational  sort  of  flyer. 

A poor  circular  is  worth  less  than  the  cost  of  the  white  paper,  and 
is  a waste  of  the  paper. 

The  well-arranged  circular  has  a mission,  and  can  be  made  to  perform  it. 

The  circular  must  be  extremely  brief,  or  else  it  must  be  in  two  parts,  the  first 

of  which  should  be  sufficiently  brief  and  strong 
to  bring  the  attention  to  the  descriptive  matter. 

The  briefer  the  circular,  if  it  tells  its  story,  the 
more  valuable  it  is. 

A circular  is  neither  a book  nor  a catalogue. 

If  the  circular  matter  is  not  so  written  and  so 
set  as  to  immediately  gain  attention,  there  is  not 
one  chance  in  a hundred  that  the  circular  will 
be  kept  until  an  opportunity  to  read  it  arises. 
The  circular  laid  aside  is  buried. 

If  there  is  too  much  matter  to  put  upon  a 
circular,  print  it  in  the  form  of  a pamphlet. 

A circu- 
lar should 

have  one  distinct  and  taking  heading,  and  that 
heading  may  be  followed  by  descriptive  matter, 
or  between  the  two  may  come  large  type  in- 
troduction. 

The  reading  matter  of  all  circulars  should  be 
set  in  a large  Roman  type,  generally  not  in  Full 
Face. 

Circular  headings  may  be  set  in  light  face 
type,  Roman  type,  or  in  regular  display  type, 
but  fancy  letters  should  never  be  used  unless 
they  can  be  easily  read.  Do  not  mix  plain 


Plate  No.  2. — “About”  is  a good  word  to  precede 
the  name  of  advertised  article  in  circular  or  folder.  Set 
in  Jenson  Old  Style.  6 Point  Laurel  Border  No.  2. 


I f ridays  I 

1 i 

I furniture  | 

Plate  No.  i. — A good  headline  or  title  for  circular  or 
folder.  Set  in  Satanick,  a type  which  must  not  be  gen- 
erally used  in  advertising.  Combination  Dragon  Border 
No.  27. 


773 


FOWLER’S  PUBLICITY 


774 


^ ^ ^ ^ ^ ^ '^•"5S. 

vv 


<S 

^Is 

^.is 

^.Is 

^.Is 

^.Is 

-fis 

^Is 

^Is 

/lis 

A> 


The 

Light 

Of 


\f/ 

'y»/ 

sii> 

vv 

'yt;' 

s»/ 

'^if 

SI/ 

Jil> 


display  t3'pe  with  ornamental  type.  The 
circular  must  be  harmonious,  and  all  the 
t3'pe  in  it  must  look  well  together. 

For  circular  reading  matter,  use  a large 
t3^pe,  single  leaded,  in  preference  to  a 
smaller  t3’pe  double  leaded. 

In  the  descriptive  matter,  do  not  put  in 
too  much  Italic  or  Full  Face,  for  the  e3'e 
ma3^  have  as  much  difficult3'  in  following  it 
as  it  has  in  tracing  the  rails  at  a quadruple 


Plate  No.  3. — A catchy  title. 
18  Point  Laurel  Border. 


Set  in  Johnson  Old  Style. 


Do  not  have  the  firm  name  at  both  top 
and  bottom  of  the  circular;  better  have  it 
at  the  bottom. 

Circulars  should  never  be  distributed  bv 
messengers  from  house  to  house,  or  given 
out  on  the  street  promiscuousl3’.  Alwa3’s 
mail  or  deliver  the  circular,  addressed.  If 
sent  b3'  mail  the  good  circular  is  entitled  to 
a two-cent  stamp.  The  postage  costs  twice 
as  much,  but  ten  times  as  man3'  of  them 
will  be  seen. 

Most  receivers  of  circulars  throw  the 
whole  affair  awa3^  without  opening  the  un- 
sealed envelope.  The  question  of  sealing  and  unsealing  is  simpl3'  one  of  econom3’, 
and  alwa3’s  in  favor  of  sealing.  If  one  wants  to  save  money  he  had  better  seal  his 
circulars  and  send  out  half  as  man3^  of  them.  The  paper  used  for  circulars  should 
never  be  poorer  than  the  best 
book  paper,  and  generally 
what  is  known  as  Size  and 
Calender  should  be  ordered. 

The  appearance  of  the  paper 
has  much  to  do  with  the  effec- 
tiveness of  the  circular,  and 
any  color  and  grade  of  paper 
can  be  used  except  the  poorer 
grades.  Thick  paper  is  effec- 
tive, and  sometimes  very  thin 
paper  is  conspicuous  by  con- 
trast. Every  good  printer 
carries  samples  of  first-class 
paper,  and  his  advice  on  the 


& 

& 

& 

& 

r& 

& 

& 

& 

& 

& 

& 

& 

S> 

& 

& 

& 


Summer’s 
Stylish 
Shirt  Waist 


<3 

<3 

<3 

3 

3 

3 

3 

3 

3 

3 

3 

3 

3 

3 

3 

3 

3 

3 

3 

3 

3 


Plate  No.  4. — Set  in  Taylor  Gothic,  a style  of  letter  of  great  strength, 
objectionably  plain.  8 Point  Contour  Border  No.  256. 


and  not 


CIRCULARS  AND  FOLDERS 


775 


point  is  generally  exeellent.  'Fhe  use  of  a border,  if  it  harmonizes  with  the  type,  is 
to  be  recommended. 

A circular  in  two  or  more  colors  is  decidedly  more  elfcctivc  than  one  in  a single 
color.  The  combination  of  red  and  black  ink,  or  red  and  blue-black  or  bronze-blue, 
on  white,  cream,  orange,  or  blue  paper,  is  extremely  edective  and  legible. 

The  folder  refers  to  a circidar  of  more  than  four  pages,  and  not  to  one  that  is 


Plate  No.  5. — A strong  heading.  Set  in  De  Vinne.  18  Point  Contour  Border  No.  24S. 


Stitched  or  bound.  Folders  are  universally  used  by  railroad  companies,  and  are  an 
inexpensive  compromise  between  the  circular  and  the  pamphlet.  The  folder  should 
be  so  folded  that  the  pages  come  together  in  regular  order,  and  as  far  as  possible, 
each  page  should  be  complete  in  itself.  The  pages  should  be  numbered,  and  if  the 
matter  runs  from  one  page  to  another  it  is  sometimes  advisable  to  make  two  pages 
into  one,  so  there  will  be  no  confusion  in  finding  the  next  connecting  page.  The 


776 


Ibtgb 

Ibats 


Plate  No.  6. — Set  in  Tudor  Black,  a 
good  letter  for  short  words.  i8  Point 
Collins  Border  No.  200. 

prevent  the  general  reading 
The  cover  matter  should 
The  department  on  “ Cov 


FOWLER’S  PUBLICITY 

objection  to  folding  across  the  reading  matter  is  less  im- 
portant than  the  risk  of  confusion  should  the  receiver 
refold  the  circular  incorrectly.  The  first  page  of  the 
folder,  which  should  have  the  appearance  of  a cover, 
should  contain  only  the  title,  and  some  border  or  design 
which  will  give  it  a cover  appearance. 

The  name  and  address  can  be  on  the  cover  of  the 
folder  if  in  small  type,  but  it  is  better  to  have  it  appear 
on  the  last  page,  and  there  is  no  necessity  for  their 
appearance  on  every  page. 

The  appearance  of  advertising  matter  upon  the  cover 
of  the  folder  detracts  from  its  eft'ectiveness,  and  may 
of  its  contents. 

furnish  an  incentive  to  investigation, 
ers  ” applies  to  circular  advertising. 


i 


Wliat’s 

Wanted 


(See  inside) 


Plate  No.  7.  — A general  heading — presents  striking  contrast.  Set  in  Howland  and  Roman.  18 
Point  Bird  Border  No.  267. 


Invitations 


“ Come  to  see  us,  come  often,  come  again 


LL  advertisements  are  invitations,  but  this  department  treats  of  the  in- 
vitation  that  is  unquestionably  an  advertisement,  and  the  commercially 
printed  or  engraved  special  request  to  call. 

The  commercial  invitation  should  not  vary  much  from  the  style  of 
expression  used  in  the  social  card.  ^ ai  efi 


more  room  m%  needed - 
me  took  more  room 
Come  in  and  see 


Plate  No.  i. — Set  in  Bradley.  i8  Point  Ipsen  Border  No.  132. 


Plate  No.  2. — Set  in  Cushing. 
Border  Series  No.  94. 


Combination 


Never  beg  anybody  to  come.  Sometimes  begin  the  invitation  with  an}'  expres- 
sion like  “You  are  cordially  invited,”  “You  are  respectfully  informed,”  “The 
undersigned  will  feel  honored,” 

“ The  pleasure  of  your  company,” 

“ The  honor  of  a call,”  “ Kindly 
call,”  “ Please  call,”  “ We  want 
you  to  be  with  us.” 

Do  not  ask  folks  to  call  and 
inspect  a dozen  or  twenty  articles; 
ask  them  to  view  one  article. 

Do  not  allow  the  invitation  to 
exceed  fifty  words,  and  if  possible 
reduce  the  number  to  twenty  or 
less. 

It  is  a good  plan  to  head  the 


Plate  No.  3. — Set  in  Johnson  Old  Style.  12  Point  Ipsen  Border  No.  137. 
Ill 


778 


FOWLER’S  PUBLICITY 


i 

L, 


Sixteen  Oaks  Mout’g  Co.  Pa 

January  5tli  1897 

Dear  Fred 

I’m  laid  up  at  home  with  a cold.  Think  I got  it  in  the  sleeper  from 
Pittsburgh  Tuesday  night.  If  possible  want  to  get  to  business  Monday. 

Mary  told  me  yesterday  that  you  are  having  lots  of  trouble  with  the 
tin  roof  and  gutters  on  your  dining  room,  also  the  bay-window  and  slate 
roofs  over  your  bed  room.  You  will  recollect  my  experience  of  last 
winter  with  the  leaking  of  the  tile  roof.  Tried  three  “tinkers”  in  our 
neighborhood  and  finally  gave  it  up  thinking  there  was  no  remedy  until 
one  evening  Ed.  Montgomery  was  out  to  dinner  and  when  speaking  to 
him  about  it  he  said  “just  you  send  to  that  concern  on  119th  St.  George 
Smith  & Co  think  its  about  125  (a  postal  sent  there  would  catch  them  at 
any  rate)  and  if  they  can’t  fix  it  you  can  depend  upon  it  nobody  can  ; 
so  I sent  for  them  and  told  them  to  do  their  best. 

Got  a price  (forget  how  much)  saying  they  could  fix  it  up  in  good 
shape  and  they  certainly  did  and  for  half  the  money  that  I had  previously 
paid  the  other  three  combined.  Hadn’t  a bit  of  trouble  afterwards  and 
this  is  the  first  time  we  have  been  without  leaks  since  the  house  was 
built. 

I’m  awfully  sorry  old  man  you’re  in  such  trouble  but  take  my  advice 
and  you’ll  be  all  right. 

Hear  Anna  has  a new  “bike.”  What  make? 

Mary  has  the  fever  and  I guess  I’ll  have  to  get  her  one  too. 

Yours  etc 

George 

Come  out  soon.  Arrange  for  Sunday  dinner  at  one,  or  any  evening  at 
6.30.  Bring  Mary  along.  G. 


"1 


invitation  with  an  apt 
quotation,  or  with  a 
monogram  or  trade- 
mark. 

If  the  firm  name 
appears  at  the  top  it 
should  be  in  the  small- 


k..  vjrfi 

We  open 
May  1st. 

Try  to  call 

W- 

N 

W'  'n 

kli 

Plate  No.  4. — Set  in  Univer- 
sity. iS  Point  Ipsen  Border  No. 
130. 

est  type,  no  larger  than 
a social 


I 

tJ 


Plate  No.  5. — Might  have  been  good  once,  but  has  been  over  used  and  spoiled.  The  original 
appeared  in  fac-simile  of  lady’s  hand  writing.  The  above  is  set  in  Ronaldson.  6 Point  Florentine 
Border  No.  169. 


that  used  on 
note  sheet, 

T h e advertisement 
invitation  should  al- 
ways be  set  in  some 
readable  type,  the 
larger  the  better,  and  should  follow  the  same 
general  style  of  the  printed  or  engraved 
invitation,  except  that  script  and  fancy  type 


Wl 

Wl  1 

K)!  WII 

INI 

Wl 

w 

Plate  No.  6.- 
No.  96. 


RiSb 

l)at$ 

Jill 
Ready 

-Set  in  Bradley.  Combination  Border  Series 


10)  llS0j  1100)  1(00)  1(00)  1(00)  1(00)  1(00)  1(00)  1(01 

We  particularly  desire 
your  presence  on  March 
ist,  at  10  A.  M.,  “The 
opening  of  the  honnets.” 


Plate  No.  7. — Set  in  Ronaldson  Condensed. 
Series  No.  97  ornament.  6 Point  Lovell  Border. 


Combination  Border 


iNvnwrioNs 


779 


should  i\ot  <>;cncnilly  bo  used  for 
tlie  letter-press. 

The  enoTaved  invitation  had 
better  be  in  seript  t3’pe  or  in 
some  very  light  faee,  and  open 
letter. 

The  type  style  used  b}'  a few 
shoddy  elubs  in  the  sending  of 
notiees  or  invitations  is  inartis- 
tie,  inappropriate,  and  not  in 
good  taste,  and  although  toler- 
ated by  those  in  society,  is  not 
permissible  in  an}'  class  of  com- 
mercial invitation. 

The  commerciall}'  printed  in- 

^ itation  should  be  upon  a double  plate  No.  S. — Pure  and  simple  “rot,”  absolutely  devoid  of  sense.  Set  in 
1 , z'  1 • I 1 Novelty  Script.  Single  Rule  Border. 

sheet  ot  paper  or  bristol  card- 

board,  and  should  be  printed  in  some  blue-black,  bronze-blue,  or  strong,  colored  ink, 
and  never  in  a tint.  The  invitation  should  be  enclosed  in  an  envelope  permitting  of 


<xtt  cL^^zZ'tiiyyi 

cctnz  t ocUZ 

rrvz? 


HU  the  epoons 
tlbcre  ever  were 


Cdarrcn 

500  Cdarrcn  Hvenue 
Slarrcn^  jVlaine 


Plate  No.  g. — Set  in  Satanick.  Combination  Border  Series  No.  97  headpiece.  24  Point  Bor- 
der No.  2401. 


7S0 


FOWLER’S  PUBLICITY 


am  anxious 
to  see  you 
— so  many 
beautiful 

mid-winter  creations 
to  show  you — 
all  sensible  and 
original — all 
at  fair  prices 
— come  in 
any  time 

Plate  No.  10. — Set  in  Jenson  with  Jenson  Page  Embellishment  No.  4250. 

be  used,  for  so  little  is  required  that  the  extra  cost  of 
eration. 


a single  fold  of  the  double 
paper,  and  the  envelope 
should  be  either  square 
or  narrow,  following  the 
usual  size  of  those  used 
for  wedding  invitations. 

It  is  a good  plan  to 
place  a monogram  or 
trade-mark  on  the  flap  of 
the  envelope. 

Invitation  paper  should 
be  of  fine  quality,  gener- 
ally cream  or  some  light 
tint  of  blue  or  orange; 
some  prefer  a straw  color 
or  lavender,  or  even 
pink. 

If  the  invitation  is 
printed  by  the  letter- 
press,  it  is  not  in  bad 
taste  to  use  a very  heavy^ 
soft,  rough,  or  ragged 
edged  paper,  of  an}’  color. 
It  looks  well  to  print  the 
quotation,  monogram,  or 
trade-mark  in  small  but 
heavy  type,  and  in  gold. 

The  best  of  ink  should 
it  is  not  worthy  of  consid- 


Billheads 


“ He  presented  liis  bill  ” 


HE  billhead  is  not  an  advertising  medium. 

The  billhead  is  simply  the  name  and  address  of  a person  or  persons, 
and  the  name  of  the  business,  printed  upon  a sheet  of  convenient  size, 
and  serving  as  a written  memorandum  of  indebtedness,  or  a request  to 
liquidate.  The  receiver  of  a bill  generally  has  an  idea  as  to  what  the 

sender  does  for  a liv- 
ing, and  there  is  no 
use  in  covering  the 
billhead  with  a re- 
capitulation of  what 
the  sender  does,  or  a 
directory  of  what  he 
sells. 

The  conventional 
and  best  form  of  bill- 
head — and  conve- 
nience requires  that 
there  should  be  no 

original  departure  from  it  — consists  of  the  name  of  town  and  State,  the  firm  name, 
the  street  address,  a brief  mention  of  business,  and  a statement  of  terms  of  payment. 

Everything  on  a 
billhead  must  appear 
in  letters  of  absolute 
legibility.  Avoid  the 
use  of  script  type  and 
letters  of  every 

kind. 

Do  not  make  it 
difficult  for  a man  to 
make  out  a check 
e to  the  firm. 

Always  give  the 


Chicago,  111.,  189 


M 


To  Barton  Barron,  Dr 
Dealer  in  Everything 

Terms—  1 O days  1 02  White  Street 


M. 


Terms — lo  days 


Chicago,  111., 189 

To  Barton  Barron,  Dr 
Dealer  in  Everything 

102  White  Street 


Plate  No.  i. — Set  in  French  Old  Style,  an  excellent  letter  of  simple  artisticness. 


Plate  No.  2. — Set  in  Latin  Antique,  a clean,  distinct,  if  not  handsome  letter. 


782 


FOWLER’S  PUBLICITY 


street  address  and  the  town  and  State,  even  if  the  trade  be  entirely  local.  Never  use 
any  type  in  which  any  two  letters  look  alike. 

If  there  is  a trade-mark,  print  it  in  the  corner  of  the  billhead.  There  is  no  objection 


Fine  Repairing. 
Sterling  Silver  and  Plated 

Ware 

Spectacles  and  Opera  Glasses 
Spoons,  Knives  and  Forks 

and  all  kinds  of  Cutlery. 
Rings  in  great  variety. 

Clocks  and  Bronzes. 

Gold  and  Silver  Watches, 

Watch  Chains,  etc. 


Highville,  Ohio, 189 


M-  

T’o  (lol"|n  W.  White  ^ (^o.,  Hr. 

Watches,  and  Clocks,  Jewelry. 

402  Whitestone  Street 

Lowest  Prices. 


Plate  No.  3. — No  worse  than  a quarter  of  the  commercial  billheads, 
very  bad. 


There  is  much  too  much  matter,  and  the  typographical  display  is 


to  any  appropriate  illustration  representing  the  business,  or  to  a cut  upon  the  billhead 
to  give  it  individuality. 

Better  use  no  cut  than  one  which  is  not  distinctive. 

By  experiment,  obtain  a satisfactory  billhead  and  do  not  depart  from  that  style,  for 
there  should  be  something  characteristic  and  individual  about  a billhead  which  will 
make  it  easy  for  the  receiver  to  lind  it  in  the  file. 


, Highville,  Ohio,  i8g 

M 

To  John  W.  White  & Co.,  Dr 

Jewelry  and  Watches 

Terms  30  Days  40  2 Whitcstoiie  Street 


Plate  No.  4. — Matter  in  Plate  No.  3 re-arranged  and  re  set.  Set  in  Johnson  Old  Style. 


Generally  use  the  same  style  of  paper,  and  always  of  the  same  size,  and  choose  a 
regular  size  as  a convenience  to  the  receiver  in  filing. 


BILLHEADS 


783 


'Fhc  several  sizes 
of  some  neat  face 
series  are  preferable 
to  a mixing  of  type 
faces. 

It  is  not  necessary 
to  <rivc  the  names  of 

o 

the  partners  or  offi- 
cers on  the  billhead. 

If  the  goods  are 
known  by  some  spe- 
cific title,  which  does 

not  correspond  with  the  business  name,  it  is  well  to  give  this  title  a prominent  place 
that  the  bill  can  be  found  by  the  name  of  the  article,  as  well  as  by  the  firm  name. 


Plate  No.  6. — Altogether  too  artistic,  or  rather  a display  of  inartistic  art.  Billheads  should  be  readable. 


Boston,  Mass., 189 

M 

Bought  of  W.  W.  Warren 

Table  Maker 

472  Washington  Place 


Chicago,  III.,  i8g 

M 

To  Barton  Barron,  Dr 

Dealer  in  Everything 

Terms— 10  days  102  White  Street 

Plate  No.  5. — Set  in  Ronaldson  Title  Slope,  a good  and  distinctive  letter. 


Plate  No.  7. — Matter  in  Plate  No.  6 re-set.  Set  in  Ronaldson. 


Business  Cards 


“ Here’s  my  card,  business  on  it 


HE  business  card  is  not  primarily  an  advertising  medium,  and  is  not 
calculated  to  bring  new  business. 

It  is  a convenient  article  to  tell  who  the  man  is,  what  he  does  or 
sells,  and  where  he  is. 

The  business  card  is  really  an  enlarged  directory  line,  lor  directory 

purposes  solely. 

But  the  character  of  the 
business  card  sometimes  in- 
dicates the  character  of  the 
business. 

The  plainer  the  business 
card  the  better  it  is,  and  un- 
der no  circumstances  should 
fancy  type  be  used  unless  for 
words  which  are  easily  read 
in  ornamental  letters. 

Script  t3’pe  should  never 
appear  upon  the  business  card, 
imless  the  whole  card  is  in  script.  The  firm  name  and  the  address  must  be  in  type 
which  cannot  be  misread.  Upon  the  business  card  should  appear  the  following  lines; 


Walter  W.  Warren 

Hats 

^02  Nice  St.,  Nicetown,  Ohio 


Walter  Warren 

Hats 

502  Wide  5t.,  Nicetown,  Ohio 

Plate  No.  i. — Set  in  De  Vinne.  Single  Rule  Border. 


Plate  No.  2. — Set  in  French  Elzevir.  Single  Rule  Border. 
7S4 


BUSINESS  CARDS 


7^5 


WAi(i(E|i  \ CO., 

DEAI.ERS  IN 

DRY  GOODS,  CROCKERY, 

Carpets,  Rugs,  Wall  Paper,  Furniture, 

Hats,  Shoes,  Cloaks,  Kitchen  Furnishing 
Goods,  Stoves,  Novelties,  Bedding, 
etc.,  etc. 

500  Allen  Alley,  Allen\7ille,  0hio. 

Plate  No.  3. — No  worse  than  many  business  cards  seen  nearly  everywhere. 

So  far  as  possible,  one 
word  should  indicate  the 
business. 

The  word  “ Grocers  ” 
stands  for  every  kind  of 
grocery  goods,  and  there 
is  no  need  of  sa3'ing 
“Choice  Teas  and  Fancy 
Coffees,  Molasses,  Sugar, 
Dried  Apples,  and  Milk.” 
But  if  the  grocer  is  the 
agent  for  a certain  kind 
of  goods,  it  is  generally 
well  to  mention  it. 

Business  cards  should 


be  printed  upon  white  or 
cream  stock,  and  profes- 
sional cards  should  be 
printed  on  the  same  stock 
or  upon  an}'  tint.  Some 
blue,  or  other  light  tint, 
looks  well,  and  although 
not  common  for  business 
houses,  is  not  objectionable. 

Most  business  and  pro- 
fessional cards  should  be 
printed  in  black  or  some 

shade  of  black,  and  ne^’er  m plate  No.  5. — Set  in  Erratlck.  single  Rule  Border. 


Walter  W.  Warr<?p 

Hat5 

502  Street,  Nicetovi7»  Ohio 


Walter  Warren  & Co 

Dealers  in 

Everything 

Drj’  Goods  and  Department  Store 
500  Allen  Alley,  Allenville,  Ohio 

Pl.ate  No.  4. — Matter  in  Plate  No.  3 re-written  and  re-set  in  Konaldson.  Single  Rule 
Border. 


there  should  seldom  be  less, 
and  never  much  more: 

First,  the  lirm  name. 

Second,  the  business  title. 

Third,  the  street  address. 

Fourth,  the  name  of  the 
town  and  State. 

Fifth,  the  names  of  the 
othcers  or  members  of  the 
house  if  desirable;  and  be- 
sides the  title  of  the  regular 
business,  a mention  of  the 
specialties,  provided  there 
arc  not  many  of  them. 


786 


FOWLER’S  PUBLICITY 


any  indistinct  color.  A light 
blue  card,  or  a light  card  of 
any  other  color,  looks  ex- 
tremely well  if  printed  in  a 
dark  ink  of  the  same  color; 
the  blending  is  handsome,  and 
the  legibility  is  not  sacrificed. 
Cards  are  printed  by  the 
letter  press,  from  steel  or 
•copper,  or  by  lithography. 
Professional  cards  should  gen- 
erally be  engraved  on  steel  or 

Plate  No.  6.— Neither  artistic,  nor  business-like.  COpper.  Commercial  Cai'ds 

look  well  when  printed  in  the 
different  sizes  of  some  1 ight 
face  or  dark  face  type,  pro- 
vided the  type  is  easil}^  read. 

Lithographic  business  cards 
are  quite  common,  and  al- 
though not  as  well  executed 
as  the  steel  or  copper  engraved 
card,  they  are  considered  by 
many  as  superior  to  those  of 
the  letter-press.  Any  of  these 
processes  are  acceptable,  but 
the  merchant  is  advised  to 

, ~ . Plate  No.  7. — Matter  in  Plate  No.  6 re-written  and  re-set  in  Johnson  Old  Style, 

have  the  best  of  its  kind  m single  Rule  Border. 

preference  to  a poor  grade 
of  some  other  kind;  that  is, 
a well-printed  letter-press 
card  is  far  better  than  a 
poorly  done  lithographic,  or 
steel  engraved  card.  In  the 
department  of  Banks  and 
Bankers  ” appears  very  ac- 
ceptable specimens  of  litho- 
graphic commercial  engrav- 
ing. For  convenience  they 
are  all  placed  in  that  depart- 
ment in  preference  to  divid- 
ing them  among  several 
departments. 


Walter  W.  Warren 

Hats 

502  Wide  St.,  Nicetown,  Ohio 


Star  Clothing  Co 

John  Smith,  Proprietor 

Makers  and  Retailers  of 

Clothing 

506  Taylor  Avenue, Taylorville,  Ohio 


itar  0othinq  (Company. 


JOHN  SMITH,  PROPRIETOR. 


Manufacturers  and  Retailers  of 

tWB,  BOYS' 

.'Ll, 


506  Taylor  Avenne,  TAYLORVILLE,  OMo, 


Plate  No.  8. — Set  in  Howland.  Single  Rule  Border. 


Wants 


If  you  want  it,  ask  for  it  ” 


ANT  advertisements  are  those  announcements  that  arc  generally  set  in 
solid  5^  or  6 Point,  and  commonly  appear  in  newspapers  under  “ For 
Sale,”  “ To  Let,”  ‘‘  Situations  Wanted,”  “ Help  Wanted,  etc.”  This 
class  of  advertising  can  be  made  to  include  practically  all  of  the  class- 
ified and  set-solid  newspaper  advertisements. 

Newspapers  carry  from  a few  to  several  thousand  wants  in  every  issue,  these  an- 
nouncements appearing  under  specific  classifications,  and  generally  confined  to  one 
page  or  to  several  adjoining  pages.  They  are  distinct  from  display  advertising,  be- 
cause they  are  set  in  a uniform  style  of  type,  and  if  they  are  headed,  the  headings 
follow  a general  typographical  plan. 

The  want  columns  of  every  newspaper,  typographically  and  otherwise,  are  nothing 
more  or  less  than  columns  of  directory  matter,  set  with  all  the  convenience  of  alpha- 
betical arrangement,  although  the  classifications  need  not  be  alphabetically  arranged. 
The  directory  st3de  is  adopted  for  convenient  reference,  and  because  of  absolute  uni- 
formity; and  further  because  the  advertisements  give  a definite  request  for  information 
or  tell  in  the  fewest  possible  words  what  is  wanted  and  what  will  be  satisfactor}’. 

In  eveiy  large  city,  and  in  some  of  the  smaller  ones,  one  or  more  papers  appear  to 
have  the  monopoly  of  the  want  advertising.  This  discrimination  in  favor  of  certain 
papers  does  not  always  appear  to  be  intelligent.  In  the  larger  cities,  one  frequently 
finds  that  the  “ paper  of  wants  ” is  the  best  want  paper  because  it  prints  the  most 
wants  and  is  referred  to  oftener  by  wanters,  when  perhaps  some  other  publication  has 
a circulation  of  size  and  character  better  adapted  to  want  advertising. 

Alan^'  a paper  has  prospered  on  the  income  from  its  want  column,  and  man}"  a 
paper  has  expended  a fortune  in  attempting  to  do  the  want  business  of  the  city. 

Generally  the  paper  printing  the  most  wants  is  the  best  want  paper,  although  there 
may  be  reasons  why  some  other  paper  should  enjoy  this  monopoly. 

Want  papers  are  of  two  classes. 

The  first  class  comprises  those  publications  reaching  the  great  middle  people;  and 
the  second  class  consists  of  the  papers  catering  exclusively  to  a lower  grade  ot  reader. 

The  want  advertiser  should  always  discriminate  in  favor  of  the  paper  reaching  the 
class  of  people  he  desires  to  reach,  and  should  give  the  preference  to  the  respectable 
paper  which  does  not  cater  to  a sidewalk  constituency. 

787 


788 


FOWLER’S  PUBLICITY 


OFFICES  TO  LET. 

WARREN  RANK  RUIEDING, 

125TU  ST.,  NEAR  8TH  AV. 

All  light,  en  suite  or  singly:  steam  heat, 
elevator,  etc. ; $120  ami  ui)wara  per  year. 


Plate  No. 
advertisement. 


I.  — A fairly  good  “ To  Let  ” 


LIGHT  OFFICFIS. 

Warren  Bank  Building,  125th  st.,  near  8th 
ave.  Singly  or  in  suites  of  two,  three,  or 
four;  steam  heat,  elevator,  all  light,  every 
convenience ; S120  and  upwards  per  year. 

Plate  No.  2. — Matter  in  Plate  No.  i re- 
written and  re-set.  There  is  no  need  of  say- 
ing “ Offices  to  Let  ” when  the  advertisement 
appears  in  the  regular  column. 


It  has  been  proven  that  occasionally  the  best  paying  want  advertisement  is  in  the 
paper  carrying  few  wants,  but  this  exception  proves  the  rule.  The  advertiser  is 

generally  safer  to  confine  his  want  advertising  to  those 
publications  carrying  the  largest  number  of  decent 
want  advertisements. 

The  “ For  Sale  ” advertisement  must  be  written  in 
accordance  with  one  of  two  lines  of  policy.  It  must 
be  blind  and  excite  sufficient  interest  to  create  correspondence  and  inquiry,  or  else  it 
must  tell  its  story  with  reasonable  completeness.  Either  plan  is  successful,  and  ex- 
perience has  not  proven  one  to  be  better  than  the  other.  There  are  arguments  in 
favor  of  either  plan.  The  blind  style  of  “ For  Sale  ” advertising,  by  creating  curi- 
osity, tends  to  stimulate  correspondence,  when  the  principal  or  agent  can  do  the  rest. 
The  open  and  complete  style,  by  telling  what  it  has,  im- 
presses the  reader  who  wants  just  what  is  advertised,  and 
this  style  would  certainly  be  preferable  to  the  other  if  it 
did  not  sometimes,  by  telling  so  much,  keep  the  man 
who  might  be  made  to  buy  from  investigating.  While 
the  blind  st3'le  is  profitable,  it  should  not  fail  to  give 
some  information.  It  should  tell  in  a general  way  what  can  be  seen,  and  if  the  prop- 
erty is  real  estate,  it  should  locate  its  relative  position. 

The  “For  Sale”  advertisements  referring  to  houses,  land,  and  buildings,  whether 
blind  or  otherwise,  should  contain  sufficient  matter  to  create  a large  amount  of  curi- 
osity, or  to  comprehensive!}'  describe  the  property. 

Few  people  will  pay  any  attention  to  a ‘‘  For  Sale  ” 

advertisement  unless  it  definitely  locates  the  property, 
or  tells  the  general  location  of  it,  and  specifies  other 
conditions. 

It  is  obvious  that  the  value  ot  real  estate  is  not  in- 
creased by  hawking  the  property  or  by  making  the  oficr 
too  general;  for  that  which  a man  is  very  anxious  to  sell  does  not  have  the  same 
apparent  value  as  that  which,  although  for  sale,  does  not  require  forcing. 

Exaggeration  and  misstatement  in  “For  Sale  ” advertising  always  does  harm,  and 
cannot  possibly  be  made  to  do  good.  Nobody  buys  real  estate  without  seeing  it,  and 

if  the  description  creates  a favorable  but  false  impres-  

sion,  the  viewing  of  the  property  is  sure  to  produce  a 
disappointment,  and  disappointment  generally  kills  a 
sale. 

The  “For  Sale”  advertisement,  while  it  need  not 
depreciate  the  property,  must  leave  something  in  the 
way  of  favorable  surprise,  for  such  a condition  seems 
necessary  to  the  consummation  of  trade.  The  advertised  description  of  a house,  with 
bold  claims  about  modern  improvements  and  first-class  fittings,  must  be  backed  with 


FOR  SALE. 

Bay  pacing  Gelding,  trial  2:23;  bay  pacing 
Mare,  triar2.23i;  bay  trotting  Gelding,  record 
2.29J,  trial  2.205’;  ■ill  sound,  gentle,  good  size, 
style  and  elegant  roadsters. 

PL.ATE  No.  3. — An  example  of  the  ordi- 
nary style.  Better  head  it  “ Bay  Pacing  and 
Trotting  Geldings.” 


FLATS. 

NO.  lOllfil  MANHATTAN  AV.  AND  9782 
W.  121ST  ST.  Fine  corner,  other  F'lats  to 
rent,  containing  seven  rooms, and  bath  ; steam 
heated,  &c.  (are  now  being  jiut  in  lirst-chass 
order) ; Corner  Fhats,  very  light  and  desirable, 
good  neighborhood  ; reiits  $.30  to  $43. 

Plate  No.  4.  — Why  not  head  it  “ Home 
Flats,”  “ Comfortable  Flats,”  or  “ Many  Fine 
Flats  ? ” 


WANE'S 


789 


Foil  SALK  — Fine  Ki'sicU'iii'o  on  Madison 
av.,  near  I'.’lilli  st. ; four  story  aiul  hluli  l>asu- 
luciit,  witli  all  iiuproveuiuiit's  ; terms  reason- 
aide. 


HIOH-GKADE  RESIDENCE.  — Madison 
ave.,  near  120th  st.;  four  story  and  li^ht 
high  basement ; every  improvement;  perfect 
condition ; price  low. 


Plate  No.  6. - 
written  and  re-set. 


Matter  in  Plate  No.  5 re- 


tact.s,  Ibr  il'  this  is  not  the  ease,  e\'en  tlie  I'airly  ^'oocl  eondilien  ei'the  lunise  will  seem 
all  the  poerer  beeause  of  the  e.\a_<^<^eratetl  statements  about  it. 

'file  “ For  Sale”  advertisement  must  be  honest,  and 
it  shouhl  lea\'e  room  in  its  deseription  lor  the  imagi- 
nation of  the  reader  that  he  may  be  given  an  opportunity 
pl.vte  No.  5.  — Fairly  good.  partially  see  it  in  advanee,  and  to  learn  to  adapt  its 

condition  to  his  wants.  If  the  advertisement  does  this,  and  does  not  exaggerate,  it 
has  fultilled  its  entire  mission. 

The  use  of  adjectives  is  certainl}' justifiable,  but  their  overuse  defeats  the  good  ol 
the  advertisement. 

Do  not  make  everything  about  the  jiroperty  so  good  that  nobody  will  believe  the 
real  good  when  they  see  it. 

The  “ For  Sale”  advertisement  should  jirimarily  either  adapt  itself  to  the  wants  ol 
the  reader,  or  assist  in  making  the  reader  adapt  himself 
to  the  property. 

There  must  be  plenty  of  description,  and  surrounding 
territory  should  be  described  almost  as  much  as  the 
property  itself. 

If  anything,  the  neighborhood  should  be  better  described  than  the  propert}’,  be- 
cause if  the  neighborhood  is  all  right  the  buyer  maybe  able  to  make  his  property 
satisfactory  if  it  is  not  so  at  the  start,  but  he  can  have  no  power  over  the  neighbor- 
hood. 

The  “ For  Sale”  advertiser  should  always  be  impressed  with  the  fact  that  a house 
out  of  repair  in  a good  neighborhood  is  as  salable  as  a perfect  house  in  a bad  neigh- 

borhood. 

‘‘To  Let ” advertisements — and  it  makes  no  differ- 

ence  whether  they  are  headed  “ To  Let,”  “To  be  Let,” 

Plate  No.  7.  — Bettertellwhatmakeitis.  “For  Rent,”  SO  loilg  aS  they  follow  the  CUStOlTl  of 

the  town  — should  be  constructed  on  the  same  lines  as  “ For  Sale”  announcements. 
The  conditions  of  the  property  are  of  the  same  interest,  and  location  counts.  The 
propert}"  needs  the  same  description  as  that  offered  “ For  Sale,”  and  although  the 
“To  Let”  advertisement  generally  appeals  to  those  who  have  not  the  money  to  buy, 
so  far  as  advertising  is  concerned  there  need  be  no  difference  in  the  tone  of  these  two 
classes  of  advertising.  “To  Let”  advertisements  pertaining  to  stores,  lofts,  and 
other  places  of  business  should  always  give  dimensions, 
and  if  the  location  is  particularly  adapted  to  some  one 
line,  mention  should  be  made  of  it.  If  the  office  ad- 
vertised to  let  is  not  adapted  to  the  law,  or  to  any  other 
class  of  business,  then  mention  some  class  adapted  to 
its  location,  and  be  careful  to  avoid  any  reference  to 
any  line  of  business  which  will  not  naturally  come  into  the  building.  Business  men 
in  search  of  stores  and  offices  have  well-defined  ideas  of  what  they  want,  and  the 


PIANO.  — Family  going  South,  sacrifice, 
regardless  cost,  elegant  Upright  Mahog- 
any Piano. 


AN  OPPORTUNITY  TO  BUY' 
a strictly  modern,  full  size  House  and  Lot, 
close  to  5th  av.  and  Park  entrance;  steam 
heated  and  electric  lighted  ; immediate  pos- 
session, as  owner  is  going  abroad. 

Plate  No.  8. — Why  not  tell  in  the  heading 
what  is  for  sale  ? Better  head  it  “ Modern 
House  and  Lot.” 


FOWLER’S  PUBLICITY 


790 


suggestions. 


YOUNd  man,  bookkeeper,  gtenoKra]>lier 
and  typewriter,  experienced  and  well  edu- 
cated, desires  position  with  architect  or  mer- 
chant. 

Plate  No.  9.  — Fairly  good. 


“ To  Let  ” advertisement  had  far  better  state  facts  than  give  advice  or  unsuitable 
The  ‘‘  Situation  Wanted”  advertisement  should  give  definite  informa- 
tion, and  never  should  be  blind  except  in  address. 
Nobody  hires  anybody  until  he  sees  him,  and  if  the 
announcement  exaggerates  the  applicant  will  appear  to 
be  worse  than  he  is.  Let  the  applicant  make  a clean, 
definite  statement  of  what  he  can  do,  and  either  state  his  price  or  his  willingness  to 
work  for  market  price.  If  the  applicant  is  starving  it  may  be  policy  for  him  to  name 
an  extremely  low  price  or  to  ofi'er  to  work  for  any  price;  but  if  he  is  able  to  wait, 
he  should  realize  that  the  hirer  respects  the  hired  in  proportion  to  his  honest,  justi- 
fiable independence,  and  the  unwillingness  of  the  applicant  to  work  for  less  than 
he  is  worth.  Generally,  the  employer  who  is  mean  enough  to  take  advantage  of  the 

employe’s  necessity  is  not  worth  advertising  to.  It  is  

sometimes  just  as  unprofitable  for  the  wanter  to  take 
the  first  position  ofiered  or  to  work  under  price  as  it  is 
to  wait  for  the  right  position. 

Advertisements  of  “ Help  Wanted  ” must  be  adapted 
to  the  class  of  help  desired.  If  a cook,  chambermaid, 
hostler,  or  other  laborer  is  desired,  the  advertisement  can  be  as  blind  as  one  chooses 
to  make  it,  and  need  not  enter  into  details.  A similar  style  of  advertising  can  be 
used  for  the  reaching  of  cheap  clerical  help,  but  when  the  business  man  desires  high- 
grade  assistance,  he  will  find  that  the  better  class  of  ability  is  not  likely  to  appl}'  to 
a blind  advertisement  or  to  one  which  does  not  specify  at  least  some  of  the  conditions. 
High-grade  help  is  independent  because  of  its  ability,  and  sells  itself  in  a dignified 

and  businesslike  manner.  Unless  pushed  to  the  wall  of 

necessity,  it  will  never  place  itself  in  a position  with  its 
e3’es  shut,  and  will  not  apply  unless  it  has  reason  to 
believe  that  the  advertiser  has  what  the  applicant  wants. 


Good  bookkeeper,  rapid  stenographer,  cor- 
rect typewriter,  well  educated,  24  years  old. 


Plate  No.  10.  — Matter  in  Plate  No.  9 
re-written  and  re-set.  It  is  better  to  give  age 
than  to  say  “ Young  Man.”  There  is  no  need 
of  mentioning  sex  where  the  classification 
designates  it. 


A rare  opportunity  for  a business  man  with 
$10,000  to  $20,000  to  engage  in  a good  import- 
ing and  manufacturing  concern,  dealing  with 
jobbing  and  large  dry  goods  trade  ; money  to 
be  used  to  enlarge  business  only  ; no  debts ; 
fullest  investigation  solicited  ; ho  agents. 


Plate  No.  ti 
You  $10,000  f ” 


■ Why  not  head  it,  “ Have 


Advertising  of  this  sort  is  not  common  want  advertis- 


ing, for  the  advertiser  is  an  applicant  to  some  extent; 
and  is  in  the  position,  relatively,  that  exists  between  his  salesman  and  his  salesman’s 
customer. 

Advertisements  of  board  and  rooms  must,  whether  they  be  blind  or  otherwise, 
state  conditions  as  they  are.  It  is  certainly  foolish  to  advertise  a lie  when  the  lie  can 
do  no  good,  for  boarders  and  roomers  look  before  they  trade.  Although  the  general 
custom  is  decidedly  in  favor  of  the  use  of  a post-office  box  or  fictitious  address,  the 
better  class  of  inquirers  will  always  apply  to  a known 
address  in  preference  to  any  other.  Comparatively  few 
people  looking  for  board  or  rooms  pay  any  attention 
to  an  advertisement  which  necessitates  preliminary  cor- 
respondence. Give  the  address  always  unless  there  are  good  reasons  for  not  giving 
it,  and  be  inffucnced  in  favor  of  giving  it.  The  objection  to  giving  a genuine 


poll  SALE  — Fertile  30  acre  Farm,  West- 
chester; 14  room  house,  barn;  also  smaller 
Farm,  adjoining;  might  exch.ange. 


Plate  No.  12.- 
Farm.” 


• Better  head  it,  “ Fertile 


WAN1\S 


791 


WorU  Ntory  llouMo  to  lot,  iiiifm  nlshod ; 
l.t'xinitton  av.,  neai  'J'Jth  Ht. ; possession  April 
1,  if  voi[niroil 

I’l.ATF.  No.  13.  — Wliy  repeat  “ To  I.ot  ” in 
a classitied  department?  Why  say  “if  re- 
quired?” Better  tell  how  many  rooms  the 
house  has. 


TAHTNER  wanted,  with  capital,  to  invest 
in  manufacturing  a new  pattern  of  smoking 
pilies. 

Plate  No.  14.  — Better  state  amount  of 
capital  required. 


acltlross  lor  “ Help  W^iintetl,”  whether  at  the  store  or  home,  is  that  of  the  annoyance 
ol'seeiii”'  so  man}'  jieople;  but  this  can  be  oln  iated  by  stating  that  aiiplicants  can  be 

seen  at  a certain  hour,  and  persistently  rel'iisin^  to  sec 
them  at  any  other  time. 

The  writer  recalls  an  advertisement  of  his  own 
where  he  gave  his  address,  and  recpiested  that  appli- 
cants call  at  his  otliee  at  a certain  hour.  They  called, 
and  there  was  an  army  of  them,  but  that  army  was  reduced  to  half  a dozen  by  step- 
ping into  the  midst  of  it,  and  naming  a condition  which  routed  the  rank  and  file. 
Those  who  remained  were  all  satisfactory,  or  would  have  been,  and  of  a class  which 
never  would  have  answered  a blind  advertisement. 

If  one  advertises  for  othce  help,  let  him  state  his 
business  in  the  advertisement,  for  the  best  workers 
have  business  preferences. 

The  foolish  merchant  deplores  independence  on  the  part  of  his  clerks,  he  expects 
them  to  be  satistied  with  his  business,  and  really  does  not  care  whether  they  are 
or  not. 

The  successful  merchant  only  wants  around  him  the  class  of  help  able  to  discrimi- 
nate in  his  favor,  with  independence  enough  to  combine 
the  emplo3’e’s  interest  with  that  of  the  employer. 

The  kind  of  help  that  replies  to  a want  advertisement 
is  almost  always  of  the  same  grade  as  the  advertisement. 

Want  advertisements  are  uniformly  set,  without  display  other  than  a single  Full 
Face  line,  and  to  make  them  prominent  it  is  necessary  to  make  them  long. 

Want  advertisements  come  all  together,  separated  only  by  lines  and  classification 
headings,  and  all  things  being  equal,  the  longest  want  advertisement,  if  it  is  not  too 
long,  commands  the  most  attention.  

1 he  want  advertisement  that  the  reader  respects  is  Rooms;  Board;  moderate  price;  references. 

one  which  tells  its  complete  story,  and  specifies  exist-  plate  no.  1 6. -Better  state  price;  “mod- 

ing  conditions.  It  is  really  a letter-in-print  telling  just  erate  ” stands  for  any  price. 

what  is  wanted.  If  it  over-tells  it,  space  is  wasted,  and  perhaps  no  harm  done;  but 
if  it  under-tells  it,  space  is  saved  at  the  sacrifice  of  eflectiveness. 

The  examples  of  the  difierent  styles  of  want  and  classified  advertising  presented  in 
this  department  are  calculated  to  show  the  difference  between  that  which  has  proven 
to  be  ineffective  and  that  which  has  every  natural  appearance  of  being  adapted  to  its 
purpose. 


A young  liidy  as  writer  or  assistant  in  office ; 
best  of  references. 


Plate  No. 


■ There  are  too  many 


“ young  ladies.”  Better  be  a woman. 


Fairs  and  Entertainments 

“ Happy  enthusiasm  is  everywhere  ” 


I IE  State  agricultural  or  other  lair,  and  the  occasional  entertainment 
for  exhibition  purposes,  both  offer  opportunities  for  good  advertising. 

With  the  display  of  the  goods  there  should  be  an  abundance  of 
printed  matter  for  liberal  or  conservative  distribution. 

The  goods  should  be  arranged  harmoniously  and  effectively,  and  so 
that  they  can  be  seen  by  the  uninterested  passer-by  as  well  as  the  close  inspector. 

The  exhibition  is  a part  of  the  entertainment  and  is  so  considered. 

The  piling  of  the  goods,  even  in  novel  and  original  heaps,  or  to  represent  some- 
thing, gains  some  recognition,  but  the  making  or  the  using  of  the  goods  in  the  way 
of  a working  exhibit  brings  the  crowd  and  holds  the  crowd. 

The  most  magnificent  showcases  filled  with  the  polished  products  of  manufacture, 
decorated  with  the  flags  of  all  nations,  and  illuminated  with  clusters  of  lights  of 
blending  colors,  will  not  advertise  the  goods  one  half  as  much  as  a few  men  and  girls 
in  working  costume  practically  exhibiting  how  the  goods  are  made,  or  used,  and 
presenting  in  the  process  of  manufacture  the  quality,  durability,  and  usefulness  of  the 
product. 

No  matter  if  the  merchant  has  shown  how  he  made  his  goods  ever\'  year  until  he 
thinks  everybody  knows  all  about  it. 

If  possible,  the  making  them  at  the  fair  should  be  continued  and  an  efibrt  to  make 
the  exhibit  more  realistic  and  more  complete  should  be  made. 

The  method  of  exhibiting  need  not  be  changed,  but  the  way  of  showing  it  can 
be  improved. 

If  the  manufacture  cannot  be  presented  then  show  the  articles  in  use. 

What  people  want  to  see  at  a fiiir  is  action,  not  still  life. 

Always  have  plenty  of  attendants,  and  give  the  position  to  the  best  salesman  or  the 
best  saleswoman,  or  the  best  operators,  and  always  have  somebody  there  who  under- 
stands the  making  and  can  correctly  answer  questions. 

People  come  to  a fair  to  be  entertained  and  instructed  and  they  have  a right  to  ask 
questions. 

It  is  business  to  politely  and  comprehensively  answer  them,  and  the  attendant 
should  never  show  resentment  at  the  most  foolish  inquiry  or  at  the  repetition  ol  a 
question. 


792 


FAIRS  AND  FNTFRTAINMJCNTS 


793 


(ii\  o awa}'  iiic\pciisi\'o  but  attracti\  c jirintcd  matter,  and  have  a diseriminatin^ 
distributer  to  hand  out  samples  and  more  expensive  literature. 

Attempt  to  make  the  exhibit  instruetive,  entertain ini;^,  and  not  easily  to  he  for- 
o’otten. 

li  the  merchant  is  exhihitin*^  scientitlc  articles  exclusively  to  scientific  people,  or  is 
onl}'  presenting  the  technical  side  of  his  business  to  those  in  his  business,  there  is 
some  excuse  Ibr  circulars  and  jirinted  matter  of  more  intrinsic  than  apparent  surface 
value;  but  if  he  is  exhibiting  goods  for  the  people,  he  must  not  cinly  give  them  some- 
thing that  tells  what  the  goods  are,  but  something  so  attractively  dressed  that  it  will 
be  kept  and  read. 

It  is  a good  plan  to  display  at  appropriate  places  cards  printed  in  large  type  de- 
scribing the  proeess  and  the  goods,  so  that  it  will  not  be  necessary  Ibr  all  the  people 
to  ask  questions. 

Do  not  be  afraid  to  give  away  a few  of  the  samples  and  best  printed  matter  to 
children,  or  even  to  collecting  bends. 

If  the  matter  be  worth  keeping  it  will  be  taken  into  the  family  and  as  carefully  read 
as  though  it  had  been  given  to  the  parents. 

There  are  dead  beats  at  all  fairs,  but  dead  beats  have  to  live;  and  the  man  or 
woman  who  cats  too  many  johnny  cakes  proves  by  the  desire  to  do  so  that  the  eater 
may  be  a buyer  of  the  preparation. 

The  merchant  is  a part  of  the  show,  and  his  employes  must  be  polite  showmen  and 
show-women. 

Advertise  the  exhibit  in  the  local  newspapers.  It  gives  the  fair  so  much  extra 
advertising,  but  what  of  that.^  The  advertiser  wants  people  who  come  to  the  place 
to  see  his  exhibit,  and  if  they  know  about  it  in  advance,  more  of  them  will  inspect  it. 

Always  display  the  firm  name  and  a mention  of  the  goods  in  some  conspicuous 
place,  so  that  people  can  easily  find  the  exhibit  if  they  are  looking  for  it,  and  will 
know  what  they  are  looking  at  if  they  blunder  on  it. 


Bargain  Advertisements 

“ What  they  want,  they  want  ” 


S long  as  there  is  money  there  will  be  bargains. 

A bargain  is  something  for  either  less  than  cost  or  less  than  price. 
Women  are  bargain  seekers,  and  as  long  as  they  continue  to  expect 
bargains  this  excruciating  t3’pographical  harangue  about  bargains  — 
conventional,  disgusting,  and  commonplace  as  it  is  — must  go  on. 
self-constituted  platform  of  dignit}’  if  }’ou  will,  and  stop  3'our  ears  at  the 
cr3'-  which  comes  from  every  quarter  of  the  town,  but  if  3’ou  are  in  business  3’ou  must 
do  business  as  business  is  commonl3'  done,  and  so  long  as  3’Ou  do  not  depart  from  the 
path  of  honest3"  3’ou  are  justified  in  adapting  an3’  form  of  profitable  publicit3\ 

The  bargain  advertiser  who  makes  a good  thing  of  it  is  he  who  tells  the  truth  and 
proves  it  — for  truth  unsubstantiated  ma3’  have  no  more  commercial  value  than  lies 
admitted. 

This  department  does  not  discuss  bargain  stores  pure  and  simple,  but  confines 
itself  to  the  treatment  of  bargains  in  regular  stores. 

An3^  store  canying  regular  lines  of  goods  must  of  necessit3’  find  itself  overstocked 
or  with  a considerable  quantity  of  out-of-st3  le  or  shopworn  articles. 

These  behind-the-times  goods  cannot  honestl3'  or  dishonestl3’  be  disposed  of  at 
regular  price,  and  the37  must  be  sold  for  what  the3'  are  worth,  or  for  what  the3’  will 
bring,  with  or  without  profit. 

Aiylhing  sold  under  price  or  under  value  is,  or  at  an3'  rate  is  considered,  a bargain. 

The  one-price  idea  is  all  right,  and  should  be  maintained;  the  theoiy  that  things 

should  be  sold  for  more  than  cost  is  the  onl3'  true  rule 
of  profit;  but  so  long  as  st3des  change  and  overstocking 
is  universal  and  the  public  demand  continues,  there 
must  be  bargains  and  advertisements  of  bargains. 

Price  cutting  is  alwa3'S  justifiable  when  the  condition 
of  the  times  or  the  conditions  of  the  goods  warrant. 

The  onl3’  kind  of  bargain  advertising  that  pays  in  the 
long  run,  or  even  in  the  short  run,  is  honest  advertising. 

People  generalh'  have  intelligent  ideas  about  the 
worth  of  things,  and  although  there  is  a rabble  that 
seems  to  like  to  be  humbugged,  good  trade  never  sta3’s 


^ Real  Truer 
I Bargains  I 

y^y^y^y^y^y^ 

Plate  No.  i. — A good  form  of  heading. 
Set  in  Gothic  Condensed  No.  ii.  12  Point 
Bird  Border  No.  267. 


Stand  on  a 


794 


H A I<  ( ; A I N A 1 )\'  K \<T  I S IC  MIC  N'l'S 


795 


witli  a bail  store. 
It  is  sclcloni  a 
^oocl  jilan  to  have 
cvcrytliini;'  a bar- 
o-ain,  for  that  in- 
dicates general 
weakness. 


Bargain 


Honesty 


Bargain  adver-  I’l.ATE  No.  2. — It  is  well  to  use  the  word  “ honesty”  occasionally.  Set  in  Taylor  Gotliic.  24  I’oint  Collins 

. . . . , Border  No.  iSg. 

tising  IS  specialty 

ad^■crtising,  the  announcing  of  some  one  particular  thing  or  some  one  particular  line 
to  the  exclusion  of  other  lines. 

The  bargain  advertisement,  if  well  written,  is  a regular  bait  for  catching  irregular 
tish. 

The  custom  of  advertising  a certain  line  of  goods  at  a very  low  price,  and  having 
those  goods  disappear  from  the  counter  before  a dozen  persons  have  a chance  to  buy 
them,  unless  the  number  is  honestly  stated  in  the  advertisement,  disgusts  the  buyer 

and  means  loss  to  the  mer- 
chant. 

When  a bargain  is  offered, 
tell  why  it  is  offered ; and 
do  not  be  afraid  to  state  the 
true  reason,  for  the  true 
reason  cannot  be  any  worse 
than  the  reason  that  will  be 
assigned  by  the  public. 

Nobody  believes  that  any- 
body does  business  for  the 
benefit  of  his  health  or  for 
recreative  purposes,  and  the 
principal  objection  to  bargain  goods  can  be  ofiset  by  an  honest  statement  of  the 
reason  for  ofiering  them  as  bargains. 

If  the  merchant  has  bought  too  many  of  some  article,  the  public  appreciates  a 
manly  statement  on  his  part  that  he  erred  in  judgment,  or  that  unexpected  depression 
interfered  with  the  sale. 

If  the  goods  are  old  style,  sa}'  so.  The  public  will  find  it  out  if  it  is  not  stated,  and 
the  out-of-style  appearance 
is  not  half  as  prominent  if 
the  advertiser  anticipates 
the  argument  against  it  by 
arguing  the  same  way. 

Never  advertise  as  a bar- 
gain that  which  is  not  a 


Pl.ate  No.  3. — An  effective  heading  for  evening  papers.  Set  in  Jenson  Old  Style.  6 
Point  Laurel  Border  No.  2. 


Plate  No.  4. — .Another  good  form.  Set  in  Howland.  Nonpareil  Border  No.  219. 


796  FOWLER’S  PUBLICITY 

bar<>^ain.  It  is  perfectly  legitimate  to  advertise  a bargain  to  dispose  of  goods,  and 
for  the  stimnlation  of  the  sale  of  regular  ofoods. 

It  is  perfectly  honest  — and  is  so  admitted  to  be  — to  sell  a line  at  less  than  cost 

as  a sort  of  trade-bringer. 

Whenever  a bargain  is  ad- 
vertised, briefly  and  }’et  com- 
prehensively tell  why  it  is  a 
bargain,  and  never  give  as  a 
reason,  no  matter  how  true  it 
may  be,  one  which  will  not 
be  believed. 

People  pay  little  attention 
to  bargain  advertisements  and 
less-than-cost  announcements 
unless  the  statements  are 
substantiated  by  reasonable 
proof. 

Set  bargain  advertisements 
with  the  largest  possible  headings,  and  generally  make  them  slightly  sensational. 

Print  the  explanation  of  the  bargain  in  very  large  type,  and  underneath  give  a de- 
scription with  the  old  price  and  the  new  price. 

If  one  advertises  more  than  one  bargain  at  a time,  have  a general  bargain  heading, 
and  give  to  each  bargain  a space  separated  from  the  others,  with  a sub-heading  of  its 
own. 

The  use  of  adjectives,  if  they  are  within  the  bounds  of  reason,  cannot  be  objection- 
able. 

The  bargain  advertisement  can  be  separate  from  the  regular  firm  advertising,  or  it 
can  temporarily  take  the  place  of  the  firm’s  regular  advertising. 


I To-day’s  I 


Bargain 


Plate  No.  5. — It  is  a good  plan  to  use  a headline  like  this.  Set  in  Johnson  Old 
Style.  18  Point  Barta  Border  No.  241. 


Curtains  and  Awnings 

“ Hetter  use  wliat  must  be  ’’ 


HERE  is  no  reason  why  curtain  space  should  not  be  advertising  space. 

Most  front  window  curtains  are  part  of  the  way  down  most  of  the 
time,  and  therefore  half  the  space  can  be  used  to  advertise  the  owner 
of  it. 

Eettcring  on  curtains  should  be  very  plain,  distinct,  and  rich,  and 
there  is  nothing  better  for  it  than  gold,  properly  shaded,  that  it  ma}'  be  read  at  an 
angle. 

Monograms  and  trade-marks,  with  or  without  the  firm  name,  are  especiall}'  adapted 
to  the  curtain. 

The  lettering  should  be  so  arranged  that  when  any  of  it  is  exposed  the  whole  of  it 
will  be,  and  it  had  better  be  near  the  bottom  of  the  curtain,  and  not  even  with  or 
above  the  center. 

Nothing  looks  worse  than  a partially  dropped  curtain,  with  part  of  a sentence  hang- 
ing to  the  bottom  of  it. 

There  is  no  objection  to  the  business  appearing  on  the  curtain  in  connection  with 
the  firm  name. 

Advertising  matter  properly  belongs  to  the  awning,  and  if  the  awning  is  in  front 
of  the  store  there  is  every  reason  why  advertising  shovdd  be  upon  it. 

Frequently  the  awning  covers  the  store  signs,  making  a repetition  of  the  firm  name 
and  business  necessary. 

Awning  advertising,  like  curtain  advertising,  should  be  extremely  brief,  and  should 
have  nothing  more  or  less  than  the  matter  usually  displayed  upon  the  firm  or  store 
sign. 

Fane’S’  letters  are  not  allowable,  and  styles  like  Old  English  are  in  extremely  bad 
taste. 

No  style  of  letter  is  better  than  heavy  Roman,  or  some  variation  of  it,  like  De 
Vinne  and  Taylor  Gothic. 

See  Department,  “ Indoor  Signs.” 


797 


Banks  and  Bankers 


“ Keepers  of  revenue 


HE  national  and  State  bank,  and  the  unincorporated  banking  house,  are 
supposed  to  be  conservative  institutions,  and  however  progressive  they 
may  choose  to  be,  the  accepted  rules  of  safety  forbid  any  material 
departure  from  the  well-trodden  lines  necessary  to  the  appearance  of 
financial  security.  Conservative  conduct  of  business  requires  conserv- 
ative methods  of  advertising.  The  bank  and  banker  can  never  successfully  use  sen- 
sational advertising.  The  usual  method  of  bank  advertising  is  largely  confined  to  the 
printing  of  the  name  of  the  bank,  with  or  with- 
out a list  of  directors,  and  a mention  of  the 
banking  hours.  This  style  is  conservative  and 
dignified,  and  is  often  productive  of  new  busi- 
ness. As  the  strength  of  the  bank  is  known  by 
the  character  and  responsibility  of  the  men  in  Plate  No.  i. — Reproduction  of  the  usual  form  of 

. 1 . 1 National  bank  advertising.  It  is  certainly  dignified,  and 

control,  there  is  some  excuse  tor  the  more  or  may  be  effective,  but  there  is  no  reason  why  there  should 
, r . r , 1 1 , • . 1 iiot  be  a little  more  pointedness  to  it. 

less  frequent  appearance  oi  the  names  and  titles 

of  the  members  of  the  board  of  directors.  It  is  obvious  that  the  strength  of  this  ac- 
cepted form  of  advertising  is  increased  by  an  occasional  departure  from  it,  and  the 
introduction  of  other  styles,  provided  they  are  dignified.  The  line,  “ Accounts  Solic- 
ited,” has  nothing  original  about  it,  but  it  goes  to  show  that  the  bank  is  progressive 


NATIONAL 

s/we  aiid  Leather  Ban/i 

Solicits  accounts,  oflenng  to  depositors  liberal  treatment  and 
every  facility  consistent  with  sound  l)anking  principles. 

The  Hank  also  acts  as  reserve  a^jent  for  National  Banks  and 
New  York  Stale  Hanks. 


'PFT'  TW'  ^ 


m 

M 

H 

M 

n 

H 

m 

n 


Bank  of  Liberality 

The  National  Shoe  & Leather  Bank  wants  your  account, 
and  it  will  do  anything  for  you  consistent  with  sound  finan- 
cial principles. 


H 


m 

m 

m 

m 

m 

H 

m 


vMM/  -.UM/  -.UM/  -.^Li  -Mdd/  'MIdt  'Mdt 

Pfe  irafe  X\.  JTl;  iffi;  ^r%.  iWk  fTk  irnfe  iT^  int  ^r\-  ^r\  ^r\  ir^  sr%  ir\  iri%  ir 

Plate  No.  2. — Matter  in  Plate  No.  i re-written  and  re-set.  Some  banks  may  object  to  so  “ liberal  ” a headline,  but  the  writer 
thinks  that  this  objection  is  met  by  the  paragraph  following.  -Set  in  Howland.  12  Point  Border  No.  1235. 

79S 


iJANKS  AND  HANKKKS 


799 


and  on  the  lookout  for  business.  I’eojde  desire  to  do  business  witli  the  bank  that 
wants  to  do  business  witli  them.  If  a depositor  carries  a reasonable  balanee,  he  is 

entitled  to  as  much  courtesy  from  the  bank  as  is 
^iven  by  the  grocer  or  the  market  man  tc;  those 


Brown  Brothers  & Co. 


We  buy  and  sell  all  first-class  Investment  j . 

Securities  on  commission.  We  receive  ac*  inVCStniCllL 


Securities. 


counts  of  Banks,  Bankers,  Corporations, 

Firms  and  Individuals,  on  favorable  terms, 
and  make  collection  of  drafts  drawn  abroad  on  all  points  In  the 
United  States-  and  Canada,  and  of  drafts  drawn  in  the  United 
States  on  foreign  countries,  including  South  Africa. 


Plate  No.  3. — Reproduction  of  a common  form  of 
investment  advertisement. 


who  favor  him  with  patronage. 

The  depositor  is  the  customer  of  the  bank,  not 
the  bank  the  customer  of  the  dej^ositor. 

ddic  bank  must  never  make  the  depositor  feel 
that  it  is  a favor  to  receive  his  deposit. 

The  bank  is  an  institution  of  money,  and 
money  commands  respect,  but  the  bank  is  in  no  sense  a monopolist,  nor  does  it  con- 
trol all  who  deposit  in  it.  Without  the  depositor  there  would  be  no  bank,  and  the 
depositor  has  more  right  to  ask  that  the  bank  respect  him  and  treat  him  decently  than 
the  bank  has  to  demand 
homage  on  the  part  of  the 
depositor.  The  bank  official 
should  remember  that  he  is 
keeping  others’  money,  and 
that  the  owners  of  that 
money  are  just  as  good  as 
the  keeper  of  it. 

The  writer  does  not  wish 
to  be  misunderstood  to  say 
that  he  believes  in  unnatu- 
ral cordiality  or  risky  lib- 
erality. 

He  is  only  speaking  of 
that  part  of  the  bank  which 
represents  the  outside,  and 
as  the  outside  makes  the 
inside,  the  outside  should 
be  kept  in  good  condition. 

One  half  of  the  bank 
officials  snub  the  public, 
and  condescend  to  receive 
and  pay  out  mone}’. 

Half  of  the  bank  clerks 
are  snobs,  and  snobbily 
treat  the  customers. 

They  are  on  a par  with 
the  average  ticket  agent,  who  lives  under  the  false  impression  that  he  owns  the  cor- 
poration back  of  him. 


We  buy  and  sell  on  commission  all  first-class 
and  reliable  investment  securities. 

We  arQ  pleased  to  receive  accounts  of  banks, 
bankers,  corporations,  firms,  and  individuals, 
and  offer  the  most  favorable  terms  and  con- 
veniences. 

We  make  collections  of  drafts  drawn  abroad 
on  all  points  in  the  United  States  and  Canada, 
and  of  drafts  drawn  in  the  United  States  on 
foreign  countries,  including  South  Africa. 


Plate  No.  4. — Matter  in  Plate  No.  3 re-written  and  re-set,  following  modern  style  and 
without  sacrifice  to  dignity.  Headings  set  in  Howland  Open.  Reading  matter  in  Ronald- 
son.  24  Point  Barta  Border  No.  242. 


8oo 


FOWLER’S  PUBLICITY 


James  Blankson  & Co. 

BANKERS, 

Mpmbers  op  the  New  York  Stock  exchange. 
DEALERS  in- 

government, 

RAILROAD  & STREET  RAILWAY  BONDS. 

Orders  Kxecuted  on  Stock  Exchangees  in 

New  Yorl',  Boston,  Philadelphia,  Chicago. 


Plate  No.  5. — Reproduction  of  the  ordinary  form 
of  announcement  of  banking  firms.  This  style  is  dig- 
nified and  may  bring  business. 


The  bank  has  money  to  sell, 
and  if  it  must  buy  money,  it  must  pay 
for  it.  The  bank  is  the  buyer  of 
money,  and  the  depositor  the  seller 
of  it;  the  bank  pays  for  the  use  of  the 
money  by  taking  care  of  the  money, 
conveniently  distributing  it  for  the 
depositor,  and  by  treating  the  deposi- 
tor decently.  The  national  bank 
needs  the  good-will  of  the  local 
papers,  but  it  has  no  right  to  expect 
this  good-will  unless  it  return  the 
courtesy  of  an  advertisement. 

The  bank  has  a perfect  right  to  ad- 
vertise for  depositors,  and  to  especi- 
ally advertise  exchange,  safe  deposit 
vaults,  and  advantages  peculiarly  its 
own.  The  popularity  of  every  officer, 
director,  and  employe  of  a bank  is  a 
part  of  the  bank’s  stock  in  trade. 


The  bank  solicits  accounts,  and  asks  people 
to  borrow  money  of  it;  and  in  everything,  from 
the  training  of  money  to  the  selling  of  potatoes, 
the  asker  is  not  greater  than  the  one  asked. 

The  small  depositor  of  to-day  may  be  the 
large  depositor  of  to-morrow,  and  a pleasant 
smile  or  a kind  word  may  make  that  depositor 
bring  to  the  bank  a large  and  prohtable  cus- 
tomer. The  snubber  of  small  men  is  never  the 
holder  of  large  men. 

The  bank  is  simply  a business  commodity. 

If  it  must  have  money  to  sell,  it  must  buy  money; 


Railroad 

Govoriiiiioiit 


[W 


iiy 

Stocks  and  Bonds 


vV 

v» 

<1/ 

<•/ 

v(/ 

vl/ 


James  Illaiiksoii  it  Co.,  Bankers,  and  members  of  ^ 
% the  New  York  Stock  Exclian^'e,  will  promptly  and 
effectively  execute  orders  on  the  Stock  Exchanges  in  jjj 
^ New  York,  Boston,  Chicago,  and  Philadelphia. 

Plate  No.  6. — Matter  in  Plate  No.  5 re-written  and  re-set.  There  is  no 
objection  to  placing  the  firm  name  at  the  top  provided  it  is  not  too  conspic- 
uous. Set  in  Old  Style  Condensed  Title  No.  i.  6 Point  Laurel  Border. 


A large  amount  of  advertising,  and  without  cost 

if  the  bank  is  a regular 


The  Canton  Bank 
Wants  Your  Account 


Plate  No.  7.  — A thoroughly  businesslike,  right-to-the-point,  and  dignified  headline  for  a 
bank.  Set  in  Howland.  Nonpareil  Border  No.  247. 


advertiser,  can  be  ob- 
tained by  furnishing  fin- 
ancial news  to  the  local 
papers. 

The  papers  reciprocate 
by  occasional  1}'  mention- 
ing the  bank  and  its 
otlicers.  See  Depart- 
ments entitled  “ Savings 
Banks,”  and  “Specimens.” 


BRANCH  OFFICES 


NEWYORK.  29Mub«aySt.  BALTI M 0 RE.  16  S Chabli®  St 

BOSTON,  146  Frankun  St  CHICAGO,  SOI  MASONtc  TtMPif 

PHILADELPHIA,  715  Arch  St  | SAN  FRANCISCO,  16  SuirtR  St 


, jh/// ///  ({'/r^///<r// 

. P/rr/f/f/'j , ■ 


Py/  , CpY-.,  pSfj/f// 

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'f'Ml^yyy/,/.  .^yyy 


ny-', 

LeJy- 


BRAN  CHE  5.4 1 EAST  3?5  ST. , ST,  PAU  L,  AN  D 332  HARRISON  ST  , DAVE  N PO  RT,  IOWA. 


■ /(n/'l'///f'‘/Y/ ^ r/Vy///,, 


PLATE  N 9 2. 


GIES  6c  CO.  BU  FFALO,  N .'■ 


CAPITAL  STOCK 


$ 50,000.00 


ICTOKIAL  Ii:i]li5lll/1G 


Capital  Stock,  ^ Soo.ooo. 


FRANK  PRE5BREY. 

ADVERTISING  MANAGER. 


cnicAOC)  omcE. 

Caxal  s^Lake  Sts. 


(Llir  plami  Jiliutulitrluriug  (!liim|jaiiy. 

Ma-^kers  of 

THE  LIGHT  TIUNHING  PLANO  TWINE  BINDERS, 

REAPERS,  .a\ND  the  NEW  PLANO  MOWER. 

AVORKS  AT  PLANO,  ILL. 


iV.  H.  JONES.  Pres't 
E.H.  GAMMON.  V.  Prest 
6.  yy  CHAMBERLIN.  Secy 
L.B  WOOD.  Trees. 

A.J.  M^  CORM/CK.Sup't.of Agencies. 


CLEVELi^SJV  D , O . . 


ALL  AGREEMENTS  ARE  CONTINGENT  UPON  STRIKES,  ACCIDENTS.  AND  OTHER  DELAYS  U NAVO I D AB  LE,  O R BEYOND  OUR  CONTROL,  QUOTATIONS  SUBJECT  TO  CHANGE  WITHOUT  NOTICE. 


Bassett,  Presley  & Train. 

1 O ^ S TKE  . 

NOS.  17  TO  31  MERWIN  ST. 


BuffaIaO,  N .Y., 


BAKS . BANDS  , HOOPS , 
''CRO'«’X''ST/ft'  BOLT  & KI\TST  IRON. 
ANGLES. TEES.  BE.\MS  & CHANNELS  . 
BLACK  & OALV.ANIZr.D  SHEETS  , 
BOILER, TANK  & SHIP  PL.\TES  , 

IRON  iS:  STEEL  BOILER  TLTBES.  PIPE  . 
"ACME'COIJI  DILWN  STEEL, 
CRUCIBLE,  BESSEMER  it  O.H.  STEEL. 
TIRE  . SHOE,  SPRING  & CALK  STEEL, 

\MRE  S;  CUT  NAILS  , SPIKES  , 

IRON  S:  STEEL  RIVETS . ALL  KINDS , 
NUTS.  BOLTS  .WASIIERS  . Etc. 


LATE  N?  3. 


GIES  & CO.  BU  FFALO,  N .Y. 


, ‘ii  /y/ 


Mechanical  Rubber  Goods 


LEVELAND,  OHIO. 


NEW  VORK  . 
HOLVOKE- 
PHILADELPHIA  . 
BALTIMORE 
BUFFAt-O  . 
PITTSBURG  . 

Cl  NCI  N N ATI  . 
CHICAGO  . 
MINNEAPOLIS  . 

ST.  LOU  IS  , 

NEW  ORLEANS. 
SAN  FRANCISCO. 
LEICESTER  . ENG 
LONDON  . 

PARIS 


Addre^  ajjj  communij^E’jQ^  Lp^coiIlPjyA>ej 


A\Rraj;Jtji;jJjJ^p,umaljqjQ  Rai/}V;a^  Mpjtiyfe  Pq>v,efi  aq/ii  Rolliflgjlfeelfc, 


Angus,  Sjnpiei)), 
Joh/i'  Ab^iil^j,, 


Wjyp/Sj  anjdy  P/fip/ipSpjpj^ 


I^OA\  K 1 > K C 12  R 


AND  DEALERS  IN 

Window  Glass  and  Painters  Supplies. 


v^laiisfic'ld,  Ohio. 


R . H -Wl  LLI  A M 5 . 


SA  M U E L T,  PETERS  . 


Williams  6c  Pi:ti:us, 


M.  K . KO  It  I N s <>  A , 
WjKH'ITiUN  .SaI.KS  AoKIVT  . 

Ill  Kl.IJ  CO  T'r  S Q IT  A UK  . 


COAI.. 

Sai.ils  Ac;i<:x  rs 


i:rii:  raicuoad  ('<>mi*any. 


M.VIN  tlKFICK: 
MaHIIIISOTON  ItlTll.DING, 
No.  I UltOADtV.Vf, 

N i:w  VC)  liK  . 


C li:m:i,ani),0. 


PLATE  N 9 4-. 


GIES  a CO  BUFFALO.  N. 


SALE5B00K 
purchaser’s  order 

OUR  ORDER 


IMPDf^TERS  S DEALERS  IN 


■(■)  ciin..v 


SPE-CTACLES, 

EYE  GLASSES. 

EYE  GLASS  CHAINS  . 
LORGNETTES  . 


J.  W.  JARV/S. 

MAN  AG  EFt  . 


OCULISTS  PRE-SCRIPTIONS 
FI  LLED  WITH 

ACCURACY  AND  P RO M PTN tSS . 


IFFT  HOUSE  BLOCK. 

NEXT  TO  ENTRANCE 


T^isdo.Oki 


McCall  P.0.,La. 


t^'LATE  N9  5 


GIES  6c  CO.  BU  FFALO,  N .Y. 


NATHAN  H DAVIS,  President 


LEWIS  C.GRATZ  . Secy  & Treas 


JUSTICE  HAMMER 


•<rs 


BULLDOZERS, JUSTICE  HAMMERS, 
STEAM  HAMMERS.  PUNCHES  a SHEARS. 
ROLLING  MACHINES  FOR 
TAPERS  a SPECIAL  SHAPES, 
CRANK  a BOARD  DROP  HAMMERS. 
EYEBOLT  MACHINES. 
HYDRAULIC  TIRE  SETTERS 
ETC  ETC. 


OAL  Chutes  for 

(O  A LI  NO  [OCOMOTI\/eS 


U FFALO, 


STEAM  & HOT  WATER 
HEATING  a VENTILATING 
MILL  WO  R K 

AND 

POWER  PLANTS 
A SPECIALTY  . 


.ll  (.oiTK'r  St.  I'kanki.in  St. 


AGENTS  FOR 
PORTABLE  , BRICK- SET 
AND  SECTIONAL 
RICHMOND  BOILERS 
STEAM  SPECIALTIES,] 
ETC  . 


.WTur  -royMC,. 


PLATE  N 9 6. 


GIES  6c  CO.  BU  FFALO,  N . 


i 


Wm, HKNtttRt  H . 

J C NAOEL.  CO  HOWARD 

ftlNlBAl  PAWTNIM* 


J C BARNES, 


Barnes,  Hengerer&  Co. 

Importers  Jobbers  o[ 

Carpets, Upholstery,  |V|  i lli  n ery  Shoes. 

VOI  rTIl’s  & 35<)YS’(  LOTIIINti. 

25b  ft  2b8  Main  Sr.  9I  fo  lOb  Pearl  Sr. 

McGall.P.O.,La. 


CLFM.  STUDEBAKER,  Pr£s-t. 

J.  M.STUDEBAKER,  Vice  Pres  t 
P.E.STUDEBAKER,  Treas. 

GEO.  M.STUDEBAKER.Seci'. 


ti'  Yorifc . 

FRA^CIiSCU  . 
JCA.:i^SA.6S 
FOFlTJUA2S^X>,  OT^E  . 
S T.  SEFJE,  :\1 0 , 
SiALT  L^AJCE  CITY. 

, COT..  . 


ESTABUSHED,  1852. 

INCORPORATED.  1368. 


Wadswolih,  0. 


P tif  >^ETO  N S , 
g U G G I ES . 

R?  AD  Wagons. 

(JJTTERS 


HENRY  H.  SMITH  V.PREST&  Treas 
GEORGE  M.  WHALEY  SecY. 


N?  7. 


GIES  & CO.  BU  FFALO,  N .Y. 


Gl  ES  & CO.  BU  FFALO,  N 


I 


PLATE  N 9 8. 


PORWARq 


late  N 9 9. 


GIES  & CO.  BU  FFALO.  N .Y. 


PLATE 


TELEPHONE -303  SPRING. 


\ 

GIES  Sc  CO.  BU  FFALO,  N 


'WILLS,  AUBUT" 


'Malleable  wor‘<s 


IRN.  N.Y. 

NUFACTURERS  OF 

HARVeSTirNG 
MACHirStRY, 
PARM 

IMPLPMpr^TS 
AND  CORDAGP. 


(^HicAGO  House: 

600  S-Morgan  St, 


VeseiAied  by 


^GRE-  PR0PERTY"A  |>PEGIALTY 

Am, 


L AT  E N 9 1 1 


GIES  6c  CO.  BU  FFALO,  N .Y. 


P L AT  E N 9 1 2 . 


GIES  6c  CO.  BU  FFALO,  N 


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ate  N9  13. 


GIES  & CO.  BU  FFALO,  N .Y. 


OLLAKS 


PLATE 


Mt.  (;ri:tna  Narrow  Gauge 
Raieroad  Company; 


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J.STUABT^S^°':TReAS. 


,AHAM  5NI.  MS'’- 


WOE a.d  Steel '^O'-'^- 

V/aywe  iron 


■•:;:;'i:-°=''"' 


-JOHN  W.HAHN.p^j, 


MUOO  SCHUMACHER, V 


5TOlf0(£il^ 


ledo,  O 


H I o . 


«U50  SCHUMACHER 


I'/fE 


AT  E N 9 I 5 . 


GIES  & CO.  BU  FFALO,  N .Y. 


P LAT  E N 9 I 6 . 


GIES  a CO. BUFFALO,  N 


Savings  Banks. 

“ The  hives  of  prosperity  ” 


ROM  an  advertising  point  of  view,  the  savings  bank  is  entirely  differ- 
ent from  the  regular  banking  institution.  The  national  bank  depends 
upon  the  patronage  of  business  men  while  the  savings  bank  is  for  the 
people.  The  woman  directly  or  indirectly  supports  the  savings  bank, 
for  she  deposits  her  own,  her  husband’s,  or  her  children’s  money  there. 
The  patrons  of  savings  institutions  are  to  be  found  among  the  better  part  of  the  middle 
class,  but  are  largely  those  below  the  average  in  money  and  intelligence,  except  in 
some  communities  where  the 
farmer  uses  the  savings  bank 
as  a place  of  deposit. 

Although  there  are  many 
who  deposit  part  of  their 
money  in  the  savings  bank, 
and  invest  the  balance  else- 
where, fully  ninety  per  cent, 
of  all  depositors  are  those 
who  save  comparatively  little 
money  and  give  the  whole  of 
it  to  some  one  banking  insti- 
tution. The  advertising  of  savings  banks  must  be  directed  to  the  people,  and  most 
of  it  to  the  female  part  of  the  community. 

The  printing  of  statistical  tables,  intelligible  only  to  business  men  and  bookkeepers, 
can  do  very  little  in  building  up  the  business  of  the  bank.  The  common  people  care 
nothing  about  the  balance  of  figures  and  the  amounts  to  the  right  of  the  decimal,  but 
they  do  care  everj-thing  about  general  figures  and  strong  expressions.  The  presenta- 
tion of  simple  tables  of  interest  or  those  readily  showing  the  benefits  of  continuous 
saving  are  sure  to  brinor  some  returns. 

The  advertising  of  the  savings  bank  should  tend  towards  the  educational.  It 
should  do  good  and  bring  business  to  the  bank.  It  should  encourage  systematic 
saving  and  tell  the  people  how  to  save. 

Occasional!}^  announce  the  names  of  the  directors,  if  they  are  men  of  high  charac- 
ter. The  savings  bank  will  find  it  profitable  to  carry  a continuous  advertisement  in 


THE 

BUSY  BEE  INSTITUTION  FOR  SAVINGS 

SMITHTOWN,  lA. 


John  Smith,  President;  John  Jones,  Vice- 
President;  John  White,  Secretary;  John 
Black,  Treasurer;  John  Green,  Cashier. 


Plate  No.  i.— Reproduction  of  a common  form  of  savings  bank  advertising.  As 
the  solidity  of  the  bank  is  reckoned  by  the  character  of  its  officers,  there  is  every  reason 
why  their  names  should  appear  in  the  advertising. 


8i8 


FOWLER’S  PUBLICITY 


m 


A Year 


All  money  deposited  In  the 
Busy  Bee  Institution  for  Sav- 
ings, will  begin  to  draw  interest 
July  1st. 

Plate  No.  2. — An  advertisement  which  attracts  attention  because  it  means 
something  and  states  an  interesting  fact.  The  names  of  officers  should  also 
be  given.  Set  in  Howland.  18  Point  Laurel  Border  No.  2. 


all  of  the  good  local  newspapers. 
This  newspaper  advertisement  should 
be  changed  constantly,  and  about 
one  quarter  of  the  time  it  should 
assure  people  of  the  stabilit}^  of  the 
bank,  the  remaining  three  quarters 
to  be  given  to  statements  proving  the 
value  of  systematic  saving. 

It  is  a good  plan  for  some  of  the 
bank  officials  to  appear  as  authors  of 
articles  or  booklets  on  the  art  of  sav- 
ing, and  such  printed  matter  should 
be  circulated  through  the  mail  or  by 
messenger  in  the  districts  where  the 
most  possible  depositors  are.  A 
crabbed,  disagreeable  clerk  can  drive 
business  away  from  the  bank  and 
keep  new  business  from  coming  to  it. 
The  savings  bank  employe  should  be 
made  to  understand  that  he  is  the 
servant  of  the  depositor,  and  that 


during  business  hours,  so  far  as  politeness  is  concerned,  the  depositor  is  better  than 


he  is. 

Advertise  when  money  goes  on  in- 
terest, and  unless  the  interest  paid  is 
very  small,  state  the  interest  rate.  If 
there  is  a new  vault,  or  extra  strong 
security,  advertise  that  fact,  and  see  to 
it  that  the  local  papers  mention  these 
things  as  news. 

It  is  the  duty  of  a savings  bank  to 
first  inoculate  the  people  with  the 
desire  to  save  money;  and  second,  to 
prove  to  the  people  that  the  bank  in 
question  is  the  safest  and  altogether 
the  best  depository  for  the  people’s 
funds. 

The  advertising  should  be  extremely 
cordial,  and  there  should  be  a per- 
sonal good-will  about  it  which  will 
immediately  appeal  to  the  humble 
mind. 


M 

M 

M 

Si? 


If 

Si.f 


If 


Money 

Savers 


The  Sun  Savings  Bank  is  as 
solid  as  Gibraltar.  Its  otricers 
and  directors  are  men  oF  mark 
and  money.  It  offers  all  possible 
safety  with  the  highest  rate  of 
interest. 


i 


II 


H- 


Plate  No.  3. — .\nother  example  of  good  savings  bank  advertising.  The 
names  of  officers  and  directors  should  be  given.  Set  in  Taylor  (jothic. 
iS  I’oint  Barta  Border  No.  250. 


Bicycles 

“Wheels  of  Health  ” 


IIE  bicycle  is  a commodity, — a combination  of  horse  and  carriage,  a 
recognized  method  of  conveyance,  for  pleasure,  for  health,  and  for 
business.  The  bicycle  is  not  a novelty,  and  only  to  a limited  extent 
can  it  be  considered  an  implement  of  sport.  The  universal  use  of  the 
bicycle,  and  its  adaptability  to  every  vehicle  condition,  except  the 
carrying  of  heavy  loads,  places  it  in  the  catalogue  of  necessities,  and  it  must  be  adver- 
tised much  the  same  as 
other  regular  lines  of 
goods  are  announced. 

Common  as  bicycles 
are,  there  is  still  a 
number  of  people  who 
ought  to  ride  bicycles, 
and  who,  because  of 
ignorance,  still  consider 
the  wheel  a contrivance 
for  pleasure  only,  a 
boy’s  vehicle,  or  a 
sporty  hobby-horse. 

Bicycle  advertising, 
then,  must  not  only 
follow  the  lines  of  res’- 
ular  publicity,  but  must 
continue  for  a time  at 
least  to  be  partiall}^  ed- 
ucational, that  it  may 
break  down  the  oppo- 
sition which  exists  not- 
withstanding the  com- 
mon belief  that  every- 
body knows  what  a 
bicycle  is  and  what  it 


€oluinbu$ 

Simplicity 


Simplicity  and  quality  are  near  relations — no  oil  holes — dust-  | 
proof  bearings — large  balls — ball-retaining  cases  in  crank  shaft  | 
and  hub — 5%  nickel  steel  tubing,  greatest  of  positive  rigidity — | 


every  part  balanced — no  complications — anybody  can  take  it 


I 
I 

I apart  and  put  it  together  again — the  Columbus  bicycle  for  ’97  | 

♦ ♦ 

I surpasses  itself — $100  to  everybody,  for  more  than  standard  I 
♦ ♦ 

I quality — the  most  sensible  and  the  handsomest  catalogue,  free  | 

♦ from  Columbus  dealers,  by  mail  for  one  2-cent  stamp. — Jones  | 

I Mfg.  Co.,  Chicago,  Conn.  t 

: I 

819 


820 


FOWLER’S  PUBLICITY 


"*  20  yOLTQ  of 


<KS 

<ls 

/♦s 

-fis 

/♦s 

^Jfs 

/t\ 


Sji/ 


Gxcclsiors 


Vf/ 

vv 

Sf/ 


TTie  culminatwe  result  of  a score  of 
years  of  successful  experience— Ex- 
celsior bicycles  have  been  tested  in  the 
crucible  of  public  opinion  and  have 
never  been  found  voanting—the  best 
there  can  be  for  $ WO— less  price 
/J\  stands  for  less  quality. 

hs 


will  do.  It  is  the  business  of  advertising  to  prove  by  documentary  evidence  that  the 
bicycle  is  Nature’s  ally  in  the  establishment  of  natural  healthfulness,  and  to  demon- 
strate that  wheeling  is  eminently  respectable,  and  that  the  majority  of  the  best  men 
and  women  cither  cycle  themselv^es  or  believe  in  bicycling. 

The  bicycle  advertiser  has  at  his  disposal  the  realms  of  art,  poetry,  enthusiasm, 
biisiness,  health,  and  all  that  pertains  to  each  of  these  in  the  broadest  sense. 

The  advertising  can  paint  the  delights  of  bicycling  in  rainbow  tints,  and  can  appeal 
to  the  hard-handed  son  of  common  sense  and  to  the  devotees  of  the  aisthetic. 

The  bicycle  is  the 
vehicle  of  everything 
pertaining  to  the  seeing 
of  the  unlimited  field 
of  all  outdoors.  The 
bicycle  rider  comes 
from  everv  profession 
and  branch  of  business, 
is  of  both  sexes  and  of 
all  ages. 

Bic3'cle  advertising 
can  utilize  eveiy  legit- 
imate style  of  publicit}', 
from  the  poster  to  the 
gold-bordered  card. 

It  can  occasionally 
treat  of  the  sporting- 
side  of  wheeling,  but 
the  best  advertising  is 
that  which  advertises  a 
bicycle  as  a means  to 
an  end,  and  follows  the 
lines  of  regular,  legit- 
imate, and  progressive 
methods. 

Continually  advertis- 
iiiir  that  some  man  or 
woman  of  more  notoriety  than  prominence  rides  the  wheel  injures  the  craft,  for  the 
tough  despises  the  tough,  and  never  wants  to  be  seen  with  him,  while  the  good 
will  never  follow  the  bad.  The  bic^'cle  agent  should  be  a gentleman,  and  an 
enthusiastic  champion  of  the  real  rights  of  cycling.  B3'  word  ol  mouth,  and  bv 
advertising,  he  should  attempt  to  cniorce  the  rules  of  the  road,  and  denounce  the 
unreasonable  wheelman  who  deliberately  takes  both  sides  of  the  street. 

If  bicycling  ever  loses  its  tremendous  hold  on  the  popidar  mind,  it  will  be  because 


Magnificent  catalogue 
/t\  /b  one  2-cent  stamp. 


free  from  Excelsior  dealers,  by  mail 


Jones  Mfg,  Co.,  Nem)  York,  Conn.  ..ir/ 


'vV 


lilCVCLHS 


821 


the  advertiser,  the  niaiuifaeturer,  and  the  a^ent  do  not  uidiold  the  di<^nity  of  whee!in<^, 
blit  fail  to  throw  tlieir  inllncnce  a<;-ainst  those  wheelmen  who  seem  to  think  they 
possess  speeial  lieenses,  exenijiting  them  from  the  laws  oi'decene}-. 

The  dietates  of  self-preservation  sii'^-^'est  that  bieyele  advertising^  be  di^milied  and 
progressive  and  opposed  in  tone  to  those  elements  whieh  are  doing  all  they  ean 
to  drag  this  most  delightful  exereise  into  the  gutter  of  non-respectability. 

Ninety  per  cent,  of  all  bicycle  advertisements  contain  technical  illustrations  of 

not  scentioK  to  .now  T ^ ^ 

alike  as  they  appear  in 
newspaper  cuts. 

Technical  illustra- 
tions belong  to  the  cat- 
alogue, and  the  illus- 
trations in  the  adver- 
tisement should  show 
the  advantasres  and  de- 


lights of  bicycling,  or 


in  ac- 


Dust- 

Proof 


Columbus 

Without  an  oil  hole  in  the  bearings — dust  can’t  get 
in  because  there’s  no  place  tor  it  to  get  in,  and  this  is 
only  one  of  the  superlative  Features  of  the  Columbus 
bicycle  for  ’97.  

Catalogue  worth  keeping  and  good  enough  to  pag  for.  Free  from 
Columbus  dealers,  by  mail  for  one  2=cent  stamp. 

Jones  IVlfg.  Co.,  Boston,  Conn. 

— !!■  II  II  I III  >.1^0  II  H -.ll  I-  »H— 


rather  bicycles 
tion. 

The  bicycle  adver- 
tisement should  make 
one  point  at  a time, 
that  that  one  point  may 
be  driven  home  in  the 
mind  of  the  buyer.  Do 
not  everlastingly  an- 
nounce “Best,”  “Light- 
est,” and  “ Strongest.” 

Simply  advertise  the 
bicycle  with  its  attrac- 
tive side  always  fore- 
most, and  with  an  in- 
tentional forgetfulness  that  one  is  handling  anything  but  a necessary  commodity. 

Do  not  make  the  mistake  of  many  advertisers  who  assume  that  because  they  think 
everybody^  knows  a bicycle,  it  is  no  longer  necessary  to  continue  the  educational  side 
of  wheel  publicity.  As  long  as  there  is  so  much  slang  on  the  wheel,  there  is  every 
reason  why  advertisements  should  be  dignified,  honest,  sharp,  brief,  and  businesslike, 
— direct  appeals  to  the  respectable  side  of  the  community'.  In  the  Department 
“ Specimens  ” appear  adaptable  illustrations.  The  entire  contents  of  the  book  can 
apply^  to  bicy'cle  advertising. 


Books 


“ There’s  little  without  a book  about  it 


OOKS  that  succeeded  were  suceessfully  advertised.  A poor  book  with 
good  publicity  may  sell  better  than  a good  book  with  poor  publicity. 
The  commercial  value  of  every  book  is  reckoned  by  the  number  of 
people  who  know  about  it,  want  it  or  can  be  made  to  want  it.  In- 
trinsic literary  value  counts,  but  unknown  quality  may  be  less  profitable 
than  known  quantit3\  The  bookseller  has  no  business  to  be  in  business  if  he  is  not 
familiar  with  books  in  general,  and  with  the  books  he  sells  in  particular.  The  book- 
seller must  know  books  as  intimately  as  the  manufacturer  knows  leather  or  cotton, 
and  he  must  be  considered  an  authority  upon  literature.  The  bookseller,  because  of 
the  nature  of  his  business,  ought  to  be  intimate  with  the  editors  of  every  publication 
in  his  territory,  and  he  should  supply  them  with  current  literary  news.  The  fact  that 
the  Life  of  John  Blank  sells  well  in  Blanktown  may  not  be  a good  advertising  argu- 
ment for  the  book  in  Blankville.  Every  reading  community  has  its  own  character- 
istics, and  local  book  advertising  must  appeal  to 
local  conditions. 

During  the  holidays  one  can  lump  a number 
of  books  under  a general  holiday  heading,  but 
at  all  other  seasons  it  is  better  to  advertise  one 
book  at  a time  than  to  mention  several  books. 
Few  people  want  a book. 

Eveiybody  wants  the  book. 

It  is  an  open  question  whether  or  not  the 
author  should  be  more  prominently  advertised 
than  the  book. 

In  the  absence  of  the  probability  of  an  early 
settlement  of  this  question,  it  is  better  to  com- 
promise and  to  advertise  the  author  prominently 
one  time,  and  the  book  prominenth'  the  next. 
Nearly  every  book  advertisement  should 
contain  some  descriptive  heading,  telling  what 
the  book  is,  or  else  creating  a curiosity  to  read 
it.  It  is  inadvisable  to  print  too  many  press 

822 


BOOKS  823 

notices,  or  otlicr  notices,  al)oiit  any  one 
book. 

People  are  heartily  sick  of  reading  testi- 
monials, and  attach  very  little  importance 
to  any  of  them,  except  when  one  or  tw(; 
appear  by  themselves  and  are  quotations 
I'rom  some  great  publication  or  individual. 
Peo 

says  about  any  one  book,  and  they  may  re- 
fuse to  read  what  the  great  Herald  says,  if 
its  testimonial  appears  on  the  same  page 
with  quotations  from  the  great  Journal,  the 
great  Times,  and  the  great  Tribune. 

In  the  singleness  of  book  advertising  is 
the  success  of  it. 

The  writer  is  of  the  opinion  that  while 
such  headings  as  “ Summer  Reading,  ” 
‘‘Spring  Reading,”  “Winter  Books,”  and 
the  like  may  be  profitable,  it  is  better  to 
advertise  the  book  for  what  the  book  is  than 
to  run  it  under  a general  classification. 

Plate  No.  2. — Reproduction  of  a much  crowded  advertise-  If  haS  been  Said  that  \\  Ollien  and  ITieil  Of 

brains  read  intellectual  matter  in  the  Winter, 
and  brainless  stuff  in  the  Summer,  and  that  heavy  literature  is  for  Winter  readers,  and 
trash  for  Summer  readers.  A canvas  proves  that  brainy  people  read  the  books  they 
want  to  read,  and  brainless  people  do  likewise,  and  that  the  weather  has  very  little 
to  do  with  the  matter. 

It  is  probable  that  the  cheaper  grade  of  books 
sell  better  in  the  Summer  than  in  the  Winter, 
because  many  people  desire  to  purchase  an  edition 
which  they  can  afford  to  lose  on  the  train  or  boat. 

A book  is  a commodity  as  much  as  flour  or 
furniture,  and  while  a sensational  method  hardly 
adapts  itself  to  book  advertising,  there  is  no 
reason  why  this  class  of  publicity  should  always 
follow  conventional  lines.  The  contents  of  a 
book,  commercially  speaking,  is  not  much  differ- 
ent from  the  construction  of  any  other  commer- 
cial commodity.  Treat  a book  as  is  treated  any 
first-class  material  or  combination,  and  advertise 
it  as  a whole  and  part  by  part.  See  illustrations 
in  Department  of  “ Specimens.” 


pic  may  read  what  the  great  Herald 


IMPORTANT 

FaniUg,  Persoqal,  Busiiiess  aqil  Social  qecorils 
FOR  A LIFETIHE 

Should  be  kept  in  one  of 

LIFE  DIARIES. 

THEY  RUN  75  YEARS. 


— FROM— 

1825  to  1900 
1830  to  1905 
1835  to  1910 
1840  to  19J5 
1845  to  1920 
1850  to  1925 
1855  to  1930 
1860  to  1935 
1865  to  1940 
1870  to  1945 
1875  to  1950 
1880  to  1955 
1885  to  1960 
1890  to  1965 
1895  to  1970 


FOR 


MEN, 

WOMEN, 


AND 


CHILDREN 


A PRESENT 


^HE  past  can  be  filled  in,  as  well  as  the  present  and 
what  is  to  come.  •■What  would  you  g:ive  if  you  hadf 
kept  such  a book  through  life?  Winter  is  coming,  now  is 
the  time  to  get  one  and  fill  it  in.  The  most  fascinating 
book  you  ever  saw. 

A HANDSOME 
BOOK  FOR 

SENT  POSTPAID. 

Imitation  Seal 

Wine  Calf 

Morrocco,  Blue,  Green,  Brown  . . 

IVIorocco,  Red 

Crushed  Calf,  Blue,  Green,  Brown 

Genuine  Seal 

NAMES  PUT  ON  COVER,  25C.  SEND  YEAR  OF  BIRTH 


No,  1. 

$1.75 

' 2.50 
S.50 
2.75 


No.  2. 
8Ui7. 

$3.50 

4.00 

4.00 
4.50 
4.50 

5.00 


SEND  FCR  CIRCULARS. 


Carpets 

“ Walked  on  by  everybody  ” 


HE  man  who  buys  carpets  ought  to  wear  skirts.  iNIan  has  no  business 
to  buy  carpets.  Woman  is  the  original  carpet  buyer,  and  she  holds 
the  never-to-expire  patent,  granting  to  her  exclusive  right  to  buy  car- 
pets forever.  Woman  may  consult  man,  and  allow  him  to  pa}-  for  the 
carpets;  but  the  final  decision  is  hers,  and  no  man  will  ever  be  per- 
mitted to  tread  upon 
her  territoiy. 

Always  advertise 
carpets  as  though  the 
town  were  an  Adam- 

Plate  No.  I. — An  excellent  heading.  Set  in  Johnson  Old  Style.  Combination  Border  Series 

No.  96.  less  Eden. 

Appeal  only  to  women.  There  is  nothing  in  a general  carpet  advertisement  that 
will  make  a woman  biy  a carpet.  No  matter  if  the  woman  intends  to  carpet  the  entire 
house,  she  is  more  interested  in  some  one  kind  of  carpet,  or  class  of  carpets,  or  par- 
ticvdar  sale  of  carpets,  than  in  general  carpets. 

It  is  the  business  of  the  carpet  advertisement  to  present  one  carpet  or  one  kind  of 
carpet  at  a time,  and  to  advertise  the  point  or  points  concerning  the  carpet  or  class 
of  carpets,  to  the  exclusion,  for  the  time  being,  of  all  other  goods  you  sell.  It  is  non- 
sense to  assume  that  the  woman  who  wants  oil  cloth  will  refuse  to  enter  the  store 


Longevity  Rugs 


Plate  No.  2. — “ Longevity”  is  a good  term  for  frequent  use.  Set  inSatanick.  Combination  Border  No.  96. 

824 


CAKI’ICTS 


82  = 


during  “ Rug  l);iy,"  or  that  lirusscls 
will  not  sell  when  yon  are  sjK’eially 
advertising  "Wilton. 

The  earpet  atlvertisenient  should 
seldom  be  twiee  alike,  even  though 
it  annonnee  the  same  earpet. 

Present  some  one  carpet  to-day, 
and  some  one  rug  to-morrow,  then 
speak  of  oil  cloth,  then  of  straw  mat- 
ting, then  of  something  else. 

Half  the  women  do  not  appreciate 
the  clean  freshness  of  summer  straw 
matting,  nor  do  they  realize  how 
tasty  and  cozy  for  all  the  year  is  the 
room  that  is  straw  matted  and 
rugged. 

It  is  business  to  create,  develop, 
regulate,  and  control  the  carpet  taste 
of  the  town.  Occasionally  advertise 
wearing  quality,  then  advertise  style.  Teach  carpet  harmony.  IMany  folks  buy  a red 
carpet  for  a blue  room,  and  a bright  mixture  for  surroundings  least  adapted  to  them. 
Advertise  carpets  before  the  selling  season  begins.  Most  women  are  slow  buyers. 
They  do  not  buy  carpets  as  a man  buys  clothes.  They  think  and  think  again,  they 
talk  and  talk  again.  They  examine  and  re- 
examine. Patience  sells  carpets.  See 
departments,  Department  Stores,”  “Fur- 


Plate  No.  3. — Rather  long,  yet  readable  and  educational.  Set  in  Gothic 
Condensed  No.  ii.  Pica  Border  No.  220. 


niture,”  and  Specimens.” 


Plate  No.  4. — While  slightly  “blind,”  it  is  not  bad  for  a straw 
matting  heading.  Set  in  Howland  Open.  18  Point  Barta  Border 
No.  241. 


Plate  No.  5. — Rather  a good  heading.  Set  in  Taylor  Gothic. 
Combination  Border  No.  97. 


Clothing 


“ ’Tis  not  the  clothes  that  make  the  man,  but,  oh,  how  they  help  ” 


this  Sale 


LOTHING,  department,  and  dry  goods  stores  together  do  as  much 
local  advertising  as  all  of  the  other  lines  of  retail  trade  combined. 
The  clothier  is,  and  should  be,  a continuous,  and  always  a heavy  ad- 
vertiser. The  writer  does  not  recall  a non-advertising  retail  clothing 
store  of  success,  and  until  one  does  exist,  no  clothier  has  a right  to 
assume  that  he  can  succeed  without  following  the 
methods  of  success.  The  clothing  store,  although  it 
sells  goods  for  men  exclusive!}’,  really  caters  to  fem- 
inine opinion,  because  the  woman  either  buys  or 
controls  practically  everything  the  boy  wears,  and  to 
a great  extent  she  regulates  the  selling  of  men’s 
goods.  Comparatively  few  people  wear  custom- 
made  clothes,  and  all  the  tailors  combined,  work- 
ing day  and  night,  could  not  supply  more  than  a 
small  percentage  of  the  population.  It  is  fair  to 
assume  that  nearly  ninety  per  cent,  of  all  garments 
worn  are  ready-made  goods.  It  is  the  business  of 
the  clothier  to  enter  into  fair  competition  with  the 
tailor,  and  to  educate  the  custom-public  up  to  be- 


Annual 
Sale  of 
Winter 
garments. 

People 
who  have 
waited  for 
will  save 


half  the  money  that 
is  usually  expended. 


Plate  No.  i. — Reproduction  of  a fairly  good 
advertisement.  The  figure  in  the  cut  does  not 
need  a background.  The  advertisement  needs 
a headline. 


ready-made 
wearers.  Fit  is  a great 
consideration,  and  is 
often  considered  of  more  importance  than  quality,  and 
fully  one  third  of  the  space  should  be  given  to  the  ad- 
vertising of  the  fit.  Style  and  durability  count,  and 
these  points  must  be  brought  out  in  the  full  strength  of 
the  largest  type. 

It  is  often  advisable  to  advertise  fit,  style,  and  dura- 
bility at  the  same  time,  but  the  strongest  advertisements 
are  those  confining  themselves  to  one  of  the  three  con- 
siderations, the  next  ad^■ertisement  taking  up  one  of  the 
others,  and  so  on. 


i Winter 
I Wind  up 

^ The  annual  winter 
garment  cut. 


I 


I 

■'i)K 


MW- 

Plate  No.  2. — Matter  in  Plate  No.  i re- 
written and  re-set  in  Jenson  Old  Style.  12 
Point  liorder  No.  1216. 


S26 


CLOTIIIN(; 


827 


Clothino^  should  sel- 
dom be  achertised  in 
H’eneral.  It  is  better  to 
ju'esent  one  suit,  or  elass 
ob suits,  at  a time. 

The  eomposite  cloth- 

. . Plate  No.  3. — Heproduction  of  a usual  form  of  clothing  announcement,  and  one  of  some 

1 n o-  a d e r 1 1 s e m e n t value. 

should  be  a series  of  single  advertisements,  each  one  separated  from  the  other  by 
rules  or  space.  The  exaggerated  style  of  clothing  advertising  undoubtedly  pays,  but 
the  successful  clothier  prefers  truth  to  lies,  and  never  advertises  untruthful  state- 
ments. 


SFEEIIIL  StlE  ELOimiK  I 

THIS  WEEK. 


There  is  no  objection  to  bold  expressions,  or  to  the  use  of  plenty  of  adjectives, 
and  the  advertisement  may  be  filled  with  bubbling  enthusiasm,  for  the  sensational 
is  not  alwa3’S  dishonest,  and  good  sensation  brings  good  sales. 

Mark-down  sales  appear  to  be  necessar}’,  and  they  must  be  extensively  advertised. 

The  custom  of  guaranteeing  everything  is  to  be  highl}*  commended. 

Honesty  in  clothing  advertising  is  all  there  is  left  for  the  enterprising  clothier, 
and  is  the  only  point  which  has  not  been  over-used.  Guessing  contests,  and  the 
giving  of  presents  have  brought  business,  but  the 
better  class  of  clothiers  are  of  the  opinion  that 
straight  out-and-out  advertising  pays  the  best. 

There  is  no  objection  to  making  presents  to  cus- 
tomers, but  the  present  should  be  in  the  form  of 
a courtes}’,  and  not  a part  of  the  sale. 

Continuous  advertising  is  necessary,  for  if  people 
will  wear  clothes  all  of  the  time,  they  will  wear 
clothes  out  all  of  the  time,  and  will  bu}*  clothes  all 
of  the  time. 


rtt  XX  : : ::-x  x 


kN 

KN 

K/< 

K/< 

KA 

KN 

KN 

K/« 

K 4 

VN 

K/« 

VN 

K/< 


A Week  of 
Price-Cut 
Clothin 


►"N 

!K  A 

r'A 

y'A 

KA 

► i 
kN 

Kyi 
K ,■< 

KyA 

► /< 

► i 

KA 
y A 
y A 

K4 

KA 

KA 


You  can’t  help  but  liKe  our 
liberal  method  of  doing  business. 
We  know  all  about  the  goods  we 
sell.  They  are  a credit  to  you  to 
wear,  for  us  to  make. 

Look  at  the  inducements  we 
offer.  Suits  of  our  standard  qual- 
ity and  make,  to  order  $12.60 
Trousers  $3.60.  Kersey  and  mel- 
ton Spring  and  Winter  overcoats, 
silk  or  satin  lined  throughout,  to 
order  $14.00. 

MONEY  E.YCK!  YOU  TAKE  NO  RISK! 

SAMPLES.  FASHION  REVIEW.  AND  MEASUR- 
ING GUiPE  .MAILED  FREE. 


Plate  No.  4. — -Matter  in  Plate  No.  3 re-written  and  re-set.  “Special 
Sale”  does  not  stand  for  as  much  as  any  good  “ cut  ” expression.  Set 
in  Johnson  Old  Style.  12  Point  Border  No.  1230. 


Plate  No.  5. — Reproduction  of  a clothing  adver- 
tisement. Much  better  than  the  majority.  The  cut 
is  bad. 


828 


FOWLER’S  PUBLICITY 


There’s  No  Profit 

in  winter  goods  the  way  we  are  selling  them  now.  for 
we  have  made  up  our  mind  to  close  out  seasonable 
goods  at  cost  and  in  many  instances  below  rather 
than  store  them  away  till  another  season. 

Plate  No.  6. — Reproduction  of  a common  form  of  advertising.  Why  talk  so  much  about 
profit  ? Why  not  advertise  the  goods  ? 


The  use  of  illustra- 
tions is  to  be  recom- 
mended whenever  they 
properly  illustrate  the 
style. 

Occasionally  it  pays 
to  advertise  with  a view 
to  reaching  the  eyes  of 
women,  and  to  gain 
their  good-will  and  in- 
fluence. 


Practically,  every  department  in  the  book  can  be  utilized  by  the  clothier,  but  his 
attention  is  especially  called  to  the  departments  of  “ Department  Stores,”  “Hats,” 
“ Specimens,”  ‘‘  Shoes,”  “Tailors,”  and  “Women.”  A number  of  forms  of  clothing 

advertisements  appear  in  the  depart- 


yai 


KN 

KA 

KA 

> 

KN 

K/< 

K A 
y-'A 
y^A 
KA 

y' A 
ka 

KA 
y A 
y'A 
ka 

KA 
yA 
Ka 
KN 
y-y* 
y A 
Ki 
KA 
KA 

>^A 

ka 

Ki 

KA 

Ki 


Sensible 

Seasonable 

Serviceable 

Satisfying 

Suits  For 

$12.50. 

jNIade  to  order,  too,  and  made  right  — 
you  take  no  chances — if  we  don’t  flt  and 
suit  3^our  mone}'  back. 


KA 

Ka 

yyA 

X 

Ka 

KA 

X 

KA 

KA 

X 

Ka 

KA 

X 

Ka 

KA 

X 

Ka 

KA 

X 

Ka 

KA 

KA 

fK 

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ment  of  “ Specimens.” 

Ml'S, 


Cost 

Clothing 

Closing 


tWe  have  too  large  a stock 
— ought  not  to  have  bought  | 

tso  heavilg — we  want  the  p* 
moneg  more  than  the  goods  ^ 
— gou  can  have  them  For  what  ^ 
theg  cost.  ^ 


Plate  No.  7.  — Matter  in  Plate  No.  5 re-written  and  re-set  in  Johnson 
Old  Style.  12  Point  Border  No.  1230. 


Plate  No.  8. — Matter  in  Plate  No.  6 re-written  and  re-set. 
Set  in  Taylor  Gothic.  12  Point  Border  No.  1216. 


Crockery,  Glass,  and  Lamps 


“Household  necessities” 


HERE  are  stores  selling  only  croekery,  others  that  are  exelusively  for 
glassware,  and  still  others  carrying  only  lamps  and  fixtures,  but  as  the 
majority  of  these  articles  are  carried  by  the  same  store,  and  as  the 
advertising  of  them  is  analogous,  they  can  properly  be  considered 
together.  These  lines  have  their  selling  seasons,  yet  the  demand  for 
them  is  constant.  The  ad- 
vertising should  be  contin- 
uous, but  twice  as  extensive 
before  and  during  the  brisk 
selling  season. 

Seldom  advertise  these  plate  No.  i. — worth  using  occasionally.  Set  in  Virile.  Nonpareil  Border  No.  2ig. 

goods  in  a general  wa}’.  Their  held  is  unlimited,  and  one  can  easily  hnd  something 
new  or  something  different  for  every  day  in  the  year.  Announce  a single  piece,  or  a 
set,  and  conhne  the  advertising  for  the  time  exclusivel}'  to  it. 

Illustrations  seldom  do  the  goods  justice,  and  should  be  used  occasionally  only. 

Halt  the  people  do  not  have  crockery  and  glassware  enough,  and  it  should  be  a 
part  of  the  business  of  the  advertising  to  stimulate  the  sale  of  these  goods  in  general. 


Plate  No.  2. — An  excellent  catch-line  for  lamps.  Set  in  Tudor  Black.  Combination  Border  No.  94. 

829 


830 


FOWLER’S  PUI3LICITY 


Always  advertise  some  partic- 
ular point,  either  of  durability  or 
of  beauty. 

Every  woman  is  interested  in 
homely  earthenware  as  well  as  in 
china,  and  the  commonest  articles 

Plate  No.  3. — Rather  a good  catch-line.  Set  in  Erratick.  8 Point  Florentine  in  yOUr  StorC  demand,  toP  the 

time,  exclusive  advertising  recog- 
nition. In  advertising  sets,  bring  out  the  number  of  pieces  prominently  and  generally^ 
state  the  price.  Bargains  are  expected,  and  can  be  advantageously'  advertised. 

Do  not  have  the  descriptions  so  exhaustive  that  the  customer  will  not  have  any' 
chance  to  be  surprised  when  the  goods  are  shown. 

Constantly  suggest  that  there  are  not  tumblers  enough  at  home,  and  that  there  is 
a shortage  of  butter  plates,  and  that  there  are  not  enough  pie  plates  to  go  around. 

Crockery"  and  glassware  are  constantly  breaking,  and  shortage  is  almost  universal. 
Many'  a woman  who  knows  that  she  needs  more  of  this  or  that  requires  a suggestion 


Plate  No.  4. — A general  heading.  Set  in  Taylor  Gothic.  rS  Point  Contour  Border  No.  24S. 


from  3'our  advertising  to  make  her  complete  the  set.  Occasionally  advertise  odd 
pieces.  There  is  no  objection  to  pleasantly  sarcastic  advertising. 

No  woman  will  take  offense  at  the  suggestion  that  she  was  ashamed  when  the 
minister  took  tea  with  her  because  she  was  short  of  cups,  or  that  one  of  the  chil- 
dren had  to  eat  his  prunes  in  a saucer  because  there  were  more  guests  than  sauce 
plates. 

Advertise  tumblers  one  day,  then  goblets,  then  sauce  plates,  then  pitchers,  then 
cake  dishes,  then  anything  else  in  glass.  Keep  suggesting  to  the  woman,  and  do 
it  so  pleasantly  that  she  will 
accept  the  suggestion. 

Occasionally  announce  low 
prices,  and  give  the  reasons 
for  cutting. 

Lamps  require  considerable 
advertising.  People  should 

, , . Plate  No.  5. — A good  line  for  Strong  Crockery.  Set  in  Johnson  Old  Style.  6 

be  made  to  appreciate  the  Point  Lovell  Border  combined  with  single  Rule. 


2** 

'm 

1 

Safety  Crockery 

CROL'KICRV,  (;LASS,  AND  I. AMI’S 


83  j 


cheeiiul  ^‘low 


of  the  cx  eiiiiii;"  lamp,  hailarge  upon 
tlie  (piality  of  lamplight,  'i'alk  about  the  eyes. 

Advertise  that  if  there  were  more  reading  lamj:)S 
there  would  be  fewer  speetaeles. 

Do  not  put  a ilve-dollar  shade  on  a fifty-cent 
lamp,  or  a fifty-eent  shade  on  a five-dollar  lamp. 

The  following  headlines  are  suggested  for  what 
they  may  be  worth,  Saucy  Little  Sauce  Plates,’’ 

“ Artistic  Pepper  Boxes,  ” “ Tough  Goblets,  ” 

“ Handsome  Pitchers,”  “ Ten  Cent  Tumblers 
Tumbled  to  Five  Cents,”  “ Our  Tumbler  Price 
Tumble,”  “Cut  in  Cut  Glass,”  “ Your  Lemonade 
Set,”  “ Dainty  Dishes,”  “ Crystal  Cake  Dishes,”  “ Look  Like  Cut  Glass,”  “ 348  Pieces 
for  Nineteen  Dollars,”  “ Children’s  Dishes,”  “ Plates  of  Art,”  “ Esthetic  Teacups,” 
“ A Set  of  Roses,”  “ An  English  Breakfast  Set,”  “ Creamy  Cream  Pitchers,”  “ Beau- 
tiful Bowls,”  “ Old  Fashioned  Crockery  for  New  Fashioned  People,”  “A  Cheerful 
Tea  Set,”  “ Short  of  Cups  “ Oh,  Throw  That  Old  Cracked  Set  Away!  ” “ Out  of 
Plates  ? ” “ E3'e  Keeping  Lamps,”  “ Cheerful  Lamps,”  “ Lamps  of  Luxur}y”  “ Can’t 
Smoke  Lamps,”  “ Long  Life  Lamps,”  “ Long  Burning  Lamps,”  “A  Stream  of  Never 
Varying  Light.”  See  Department,  “ Department  Stores  ” 
and  “Fancy  Goods;”  “ Five-Cent  Goods,”  “Kitchen 
Goods,”  in  Department  “ Trades  Specifically.” 


Plate  No.  6. — An  effective  line.  Set  in  Ronald- 
son.  12  Point  Laurel  Border. 


Plate  No.  7. — A form  of  suggestive  value.  Set  in  Howland  Open.  18  Point 
Barta  Border  No.  241. 


Tabic 

Taste 


Plate  No.  8. — A strong  heading.  Set 
in  Howland.  Nonpareil  Border  No.  203. 


Department  Stores 

“ Cities  of  selling  ” 


HE  complete  department  store  sells  everything.  Custom  has  given  the 
name  ot  department  store  to  those  establishments  selling  several  lines 
of  diderent  character,  the  diy  goods  side  predominating.  A store 
dealing  in  everything  except  fabrics  is  generally  considered  a bazaar. 
Department  stores,  then,  are  simply  establishments  carrying  several 
or  many  lines  of  trade,  including  dry  goods,  under  one  roof  and  management.  The 
customers  of  the  majority  of  dry  goods  and  department  stores,  except  the  few  that 

are  too  few  to  be 
considered,  come 
largely  from  the  great 


January  Is  the  Great  Bargain  Honth 

and  when  you  read  our  offerings  you  can  rely 
upon  then-i  being  bargains  in  the  broadest 
sense  of  the  word. 


middle  class,  and  are 
more  than  ninetv- 
nine  and  nine  tenths 
women.  Practically 
every  section  of  a de- 


Plate  No.  I. — Reproduction  of  the  beginning  of  a recent  department  store  advertisement. 

partment  store  is  catering  directly  to  household  wants,  and  advertising  to  reach  the 
homes  of  the  people.  The  best  department  store  advertising  is  not  general,  but  is 
collective  and  individual. 

The  massing  together  of  the  goods  of  all  the  departments  into  one  advertisement 
appeals  to  nobody  in  particular,  and  stand  for  everything  without  really  standing 
for  anything. 

Department  store  advertising  is  simply  one  large  advertisement  divided  into  dis- 
tinct sections,  each  section  representing  the  goods  of  some  one  department.  The 
successful  depart- 
ment store  adver- 
tisement is  like  a 
lot  of  regular  ad- 
vertisements, each 
of  a dift'erent  line, 
brought  together 
and  yet  not  mixed 


I Bargain  Month  I 


together. 


^ ^ ^ 

Set  in  Jenson  Old  Style. 


Pr.ATE  No.  2. — A shorter  and  better  headline  for  matter  in  Plate  No 
Bird  Border  No.  267. 


1 )K1’ARTMKNT  S'rOK  KS 


^33 


'The  iulvcrtiscinciits  should  be  plueed  under  a general  heading,  the  heading  either 
referring  to  the  store,  the  j)riee,  or  to  some  other  e(uulition.  b2aeh  of  the  de- 
partment advertisements  should  be  separated  from  the  others  by  liberal  white  space, 
rules,  or  borders.  The  eustom  of  nearly  all  department  store  ad\'ertiscments — that 

of  placing  the  name  at 
the  head  of  the  advertise- 
ment— is  either  right  or 
wrong  according  to  con- 
ditions. On  the  principle 
that  it  is  better  to  adver- 
tise what  is  for  sale  rather 
than  those  who  sell  it,  the 
name  should  come  at  the 
bottom  and  in  inconspic- 
uous lettering.  Accord- 
ing to  the  argument  that 
the  firm  name  counts, and 
that  people  often  look  for 
the  lirm  name  before  the}' 
look  for  anything  else, 
prominence  should  be 


Ti 

0 

0 

0 

0 

d 

0 

0 

0 

0 

0 

Cl 

0 

0 

Cl 

Cl 

Cl 

o 

o 

Cl 

0 

o 

Cl 


Handsome  Hats 
Sensible  Shoes 
Family  Furniture 
Seasonable  Stockings 
Dainty  Dishes 
Comfortable  Cloaks 
Shoes  of  Sense 
Gratifying  Gloves 
Soft  Sofas 
Long-wear  Carpets 
Longevity  Rugs 
Corset  of  Comfort 
Lasting  Styles 
Everything  New 
Beautiful  Bonnets 
Everything  for  Everybody 


0 

0 

0 

rii 

? 

0 

Cl 

0 

0 

0 

Cl 

Cl 

Cl 

Cl 

Cl 

0 

0 

I 

Fii 

0 

Cl 

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fil 

fii 

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given  to  it. 


suggested, 
name 


Plate  No.  3. — Just  a few  catch-lines.  Set  in  Jenson  Old  Style.  18  Point  Border  No.  5. 


As  long  as  these  two 
principles  remain  in  dis- 
pute, a compromise  is 
Have  the  firm 
appear  in  some 
plain  and  slightly  artistic 
lettering,  of  not  very  large 
size,  and  place  these  en- 
graved blocks  at  the  top 
of  each  column,  follow- 
ing them  with  the  strong- 
est heading  in  the  largest 
type. 

The  contrast  will  give 
prominence  to  the  firm 
name,  and  yet  the  firm 
name  lettering  will  not 
advertisement  should  be 


interfere  with  the  strength  of  the  bold  headline.  The 
changed  every  issue.  Some  department  stores  persist  in  following  a certain  typo- 
graphical style,  and  never  diverge  from  it. 


834 


FOWLER’S  PUBLICITY 


Tliis  persistent  sameness  has  its  value,  but  universal 
opinion  seems  to  be  in  favor  of  not  maintaining  the 
same  typographical  plan  continually.  There  is  some- 
thing in  the  argument  in  favor  of  always  having  the 
advertisements  typograph- 
ically alike,  in  order  that 
the  reader  may  immediately 
recognize  them. 

This  argument  is  met  by 
one  that  claims  that  the  reader 
of  department  store  adver- 
tisements is  a regular  reader 
of  advertisements  any  way, 
and  therefore  will  see  any 
advertisement  that  is  large 
enough  to  be  seen;  and  that 
the  constant  change  of  typographical  style  is  likely  to 
make  those  prejudiced  against  the  house,  read,  or  begin 
to  read  the  advertisement,  when  they  would  not  if  they 
knew  whose  the  advertisement  was  when  they  started  in. 

It  is  obvious  that  a good  old  style  is  better  than  a poor 
new  style,  and  it  is  also  evident  that  change  of  regular  style,  once  a year  or  so,  is 
likely  to  be  beneficial,  as  it  may  appear  to  represent  progress  and  freshened  life. 
It  is  unnecessary  to  continue  this  department  further,  because  nearly  every  depart- 
ment in  this  book  directly  bears  upon  the  subject  of  department  store  advertising. 


A BARGAIN 
COUNTER 

On  this  counter  will  be  placed 
from  time  to  time  such  patterns 
of  goods  that  we  desire  to  close 
ont,  goods  that  have  been  in  stock 
too  long  a time  and  such  goods 
that  we  desire  to  get  clear  of  in 
order  to  keep  our  stock  perfectly 
bright  and  new.  The  goods  will  be 
marked  at  such  a low  figure  that 
will  enable  anybody  to  recognize 
a genuine  bargain. 


Plate  No.  4. — Reproduction  of  a very 
well  written  and  set  advertisement,  now  in 
use  by  a leading  department  store. 


Plate  No.  5. — Short  word  lines  are 
always  effective.  Set  in  Howland.  16 
Point  Contour  Border  No.  267. 


Plate  No.  6. — Under  this  catch-line  can  te  given  a special  for  six  successive  days.  Particularly  adapted  to  weekly  paper 
advertising.  Set  in  Gothic  No.  6.  18  Point  Collins  Border  No.  181. 


Drama 


“ My  kingdom  for  an  audience” 


IROBABLY  no  trade  or  profession  has  followed  conventional  lines  in 
advertising  more  closely  than  the  drama.  Theatrical  advertising  of 
to-day  is  but  slight  improvement  on  the  methods  of  yesterday.  Com- 
paratively few  managers  have  introduced  modern  methods  of  pub- 
licity, and  the  bulk  of  the  advertising  is  still  confined  to  the  old  style 
advertisement  in  the  newspapers,  and  to  the  illustrated  poster.  The  theatrical  per- 
formance is  nothing  more  or  less  than  a commodity.  The  stage  is  a part  of  trade, 

and  the  men  and  women  on  it  offer  their  goods  for 
sale. 

The  composition  of  theatrical  advertising  differs 


AMERICAN. 


r»exc  flioDaay— A new 

NEW  YORK. 


42d  fU  aad  8th  av. 
Matlaeo  Saturday. 

4th  and  last  wt-ek  of 

CAPT.  IMPUDENCE, 

a romance  of  the  Mexican  war. 

Next  Monday— A new  local  melodrama* 

" “ “ ■ A living  picture  of  IKe 
In  thL>  city  it  18  to> 
day. 


Plate  No.  i. — Reproduction  of  the  usual  form  of 
theatrical  announcement.  The  hour  of  beginning  of 
both  evening  and  matinee  performances  should  be 
given. 

from  other  commercial  advertis- 
ing in  that  both  the  play  and  the 


American 


The  thrilling  romantic  Mexican  war  play  of 


Capt.  Impudence 


with  a cast  of  superlative  strength. 


actors  are  commodities,  and  both 
must  be  advertised,  while  the 
commercial  article  is  the  com- 
modity, and  the  seller  of  it  of  no 
special  importance. 

Whether  the  play  should  be 
advertised  more  than  the  actor,  or  the  actor  more  than  the  play,  depends  entirely 


Next  week— the  bright  local  melodrama  of  “ New  York  ” — a vivid,  living 
panorama  of  life  in  the  metropolis,  with  a company  of  sparkling 
versatility. 


Plate  No.  2. — Matter  in  Plate  No.  i re-written  and  re-set,  but  shown  in  more 
appropriate  size  of  space.  Set  in  Gothic  and  Roman.  6 Point  Newspaper  Border 
No.  83.. 


Plate  No.  3. — A good  general  headline.  Set  in  Dazzle.  12  Point  Border  No.  1209. 

835 


836 


FOWLER’S  PUBLICITY 


upon  which  is  the  better.  Probabl}’  both  should 
be  advertised  in  about  equal  proportions. 

Comparative!}'  few  plays  are  properly  named. 
Most  of  the  titles  are  too  long  and  devoid  of  an}'- 
thing  catchy.  The  success  of  the  play,  from  an 
advertising  point  of  view,  depends  somewhat  upon 
the  name  of  it. 

The  name  of  the  play  should  mean  something  or 
should  be  sufficiently  euphonious  or  catchy  to  be 
remembered  or  repeated. 

The  shorter  the  name,  the  easier  it  is  to  adver- 
tise, and  the  less  it  costs.  Too  much  promi- 
nence is  often  given  to  the  name  of  the  theater, 
and  often  it  appears  in  larger  type  than  the  name 
of  the  play  or  the  actors. 

The  theater  is  not  for  sale,  and  only  acts  as  a 
serving  receptacle  for  the  audience,  who  come 
to  see  the  play  and  the  actor,  caring  nothing 
about  the  theater,  beyond  its  reputation,  and  its 
facilities  for  properly  presenting  an  entertain- 
ment. In  the  absence  of  any  special  attraction, 
which  occasionally,  but  not  often,  occurs  where 
there  are  many  pla3ffiouses,  the  reputation  of  the 
theater  counts. 

People  will  give  the  best  theaters  the  prefer- 
ence in  times  of  doubt,  but  nevertheless  the  play 
and  player  are  “ the  thing.” 

Every  advertisement  of  a performance  should 
tell  where  the  playhouse  is,  no  matter  how  well 

the  theater  may  be  known.  A good  proportion  of  theater  goers  are  visitors,  and 
should  not  be  compelled  to  inquire  the  way  to  the  theater. 

No  matter  how  well  known  a theater  niay  be,  comparatively  few  transients  know 
its  exact  location;  nor  are  they  able,  unless  they  do,  to  calculate  the  distance  between 
their  stopping  place  and  the  playhouse.  Assuming  that  many  entertainment  seekers 


Plate  No.  6. — An  euphonious  line.  -Set  in  Jolinson  Old  Style  Italic.  iS  Point  Newspaper  Holder  No.  22. 


^0000000000000000000000060000^ 

lAll-the-pretty" 


Plate  No.  5. — A good  heading  for  matter  in  Plate 
lo.  3.  Set  in  Howland.  6 Point  Newspaper  Border 
lo.  75. 


KCLIPSING  AlA.  OTHKR  EXHIBITIONS. 

THE  OK EAT 

I. VTERNATIONAL  BABY  SHOW 
OPENS  .MOVHAY-  .TAN.  25  1 TO  10  P.  M., 

AT  LYCEPM. 

II. 'i-IIT  tVe.st  X.Til.st  near  6th  aT. 

. ADMISSION  .WC.  children 

H.'inttsome  B.sLlcs.  Twins.  Triplets,  and  Infantile 
Prodigies.  $1,000  in  prizes  to  W awarded  by  the 
vote  of  visitors.  This  interesting  show  is  of  a 
refined  ehsraoter.  tending  to  develop  a love  for  tl.e 
little  ones  in  the  ixipular  mind  and  to  stimulate  the 
just  i>ride  of  inotliers  in  tlielr  offsiirlng.  I’nder  the 
supervision  of  careful  physicians  and  trained  nurses, 
in  the  care  of  their  mothers,  tliese  children  will  pre- 
sent an  .appeurance  at  oni-e  novel  and  interest  ng 
to  MI  who  love  infants.  Children  will  be  greatly  de- 
lighted with  this  entertainment.  Entries  now  being 
reeelved  between  2 and  4 P.  M.  daily.  No  charge  for 
entrleB.  ' 


Plate  No.  4. — Reproduction  of  common  form 
of  exhibition  advertising. 


DRAMA 


^37 


COME 

COME 

A QUARTER 

BLOCKTER’S 


Plate  No.  7. — Original,  but  ineffective.  Everybody  will  not 
understand  that  “ 1 1 ” and  “ 7 " refer  to  1 1 and  7 o’clock,  nor  do  they 
know  that  “ Blockter’s  ” is  a “ continuous  performance  ” theater. 
Better  say,  “Come  at  ii,  come  at  7,  a quarter,  Blockter’s 
Theater.” 


ha\e  no  decided  prelercnee  and  are  in 
doubt  a.s  to  which  theater  to  attend,  it  is 
obvious  that  the  liotel  ^uest  may  yive  the 
preference  to  the  theater  nearest  the 
hotel,  and  the  information  concerning  the 
location  of  the  tlieater  may  assist  in  fill- 
ing the  auditorium. 

Under  no  eireumstanecs  should  a play 
be  advertised  blindly. 

An  expression  like  “ Have  you  seen 
it?”  may  create  curiosity,  but  as  these 
words  can  stand  for  anything  from  a canal 
boat  to  a circus,  the  chances  are  that  the 
curiosity  cannot  be  sufficiently  concen- 
trated to  bring  an  audience. 


The  advertising  then  is  lost.  Nothing  is  more  foolish  and  unprofitable  than  the 
printing  of  pieces  of  silly  dialogue  at  the  bottom  of  an  illustration.  Such  quotations 
as  “Kiss  me, 

M au  d e , ” “ Stand 

back,villain  ! ” “ Y our 
work  is  before  you,” 

“ I hold  you  respon- 
sible, sir,”  under 
illustrations  of  scene 
or  action,  and  pre- 
sumed to  be  a line 
from  the  dialogue, 
can  only  have  one 

efiect,  — that  of  furnishing  proof  that  there  is  not  a strong  line  in  the  play.  If  the 
president  of  the  United  States  can  get  along  without  being  called  Mister,  there  seems 
to  be  little  use  in  wasting  good  advertising  space  in  prefixing  this  useless  title  to  pro- 
fessional names.  The  line  reading,  “John  Smith  at  the  Globe  Theater,”  is  much 
stronger  than  the  line  reading,  “ Mr.  John  Smith  at  the  Globe  Theater.” 


Plate  No.  S. — An  excellent  form  of  sub-heading.  Set  in  Johnson  Old  Style.  12  Point  Newspaper 
Border  No.  75. 


Fresh  and  Sweet  as 
the  Violets 


838 


FOWLER’S  PUBLICITY 


iuuiuuyi:iiK<yiu:aiuUb:yiL:'ii^Uk^iJiii!JkLiiiL!yL;yL::jk:yL:yb:iJL;:jL:uL:’^L;:jii£:^iu;jki!yiuu 
raa  r:7i 

ULi 

I Cbc  Cbeatrc  Of  Rome*? olk$  I 

ca  r.a 

BaEar,ai^aEaHaBariai5araie;ar.arariarjaraRar,ar;aBariar.ar.3r!ap:ar,a 


Plate  No.  10. — An  effective  line.  Set  in  Bradley.  Pica  Border  No.  209. 


The  theatrical  adver- 
tisement of  eveiy  class 
should  tell  when  the 
performance  begins, 
and  if  possible,  when  it 
ends.  The  use  of  por- 
traits of  actors  and  ac- 
tresses in  costume  is  universal,  and  justly  so;  but  upon  each  picture,  if  there  is  more 
than  one  playhouse  in  town,  should  be  the  name  of  the  theater,  the  location,  and 
the  time  the  performance  begins,  but  a part  of  this 
information  need  not  be  in  prominent  type. 

Simply  consider  yourself  as  the  salesman,  your 
theater  as  3^0111'  salesroom,  3'our  pla}^  and  3’our 
players  as  your  goods,  and  advertise  them  along  plate  no.  h. -Reproduction  of  the  usual  form 

the  lines  ol  commercial  success,  simply  adapting  theater  should  always  be  given,  as  strangers  should 

,1  xi  1 X xi  i"x"  not  be  obliged  to  inquire,  and  many  city  people  only 

the  method  to  the  conditions.  know  “ about  ” where  it  k ^ ^ 


5TH  AVENUE. 


HOLLAND. 

Next  Mouaay-"DB.  CLAUDIUS.’ 


Kvcnings.  6:15, 
MaiJn^e  Sat.,  ;J. 
LAST  NIGHTS. 

A BOC  I A L. 

moil  wayaian. 


Plate  No.  13. — A fairly  good  headline.  Set  in  Howland 
Plate  No.  12. — A strong  headline.  SetinGothicCondensedNo.il.  12  Open.  Barta  Newspaper  Border. 

Point  Newspaper  Border  No.  65. 


Dry  Goods 


“ Wearing  necessities 


HE  establishment  handling  dry  goods  exclusively  confines  its  trade  to 
the  selling  of  textile  fabrics,  — as  cloth  of  every  kind,  blankets,  shawls, 
ribbons,  hosieiy,  underwear,  table  linen,  thread,  yarn,  and  woolens. 
As  there  are  comparatively  few  dry  goods  dealers,  and  as  nearly  every 
house  selling  these  articles  branches  into  what  may  be  considered  out- 
side lines,  it  is  unnecessary  to  discuss  at  length  the  dry  goods  establishment.  Nearly 
eveiy  department  of  this  book  bears  directly  upon  the  subject,  and  this  department  is 

written  more  out 
of  courtes}^  than 
from  necessity. 
Dry  goods  are 
purchased  al- 
most entirely  by 
w o m e n , and 
probably  not  one 
tenth  of  one  per 
cent,  reaches  the 

man  directly.  Dry  goods  advertising  admits  of  every  style,  from  the  conservative  silk 
announcement  to  the  sensational  sales  of  damaged  blankets.  The  demand  for  dry- 
goods is  constant,  and  the  volume  of  their  sale  does  not  fluctuate  as  much  as  the  sale 
of  many  other  commodities.  Continuous  advertising  is  absolutely  essential,  the  size 
of  the  advertisement  varying  to  meet  the  conditions.  It  is  obvious  that  the  advertis- 
ing of  very  expensive  dry 
goods  must  be  regulated 


Dress  Dreams 


Plate  No.  i. — Occasionally  a “ dreamy  ” line  like  this  is  appreciated.  Set  in  Taylor  Gothic. 
Laurel  Border  No.  2. 


12  Point 


m' 

% 


t 


Fine  Firm  Flannel 


to  suit  financial  con- 
ditions; it  should  be  ex- 
tensive during  good  times, 
and  not  less  so  during  the 
season,  and  preliminary 
to  it.  Comparatively-  few 
expensive  diy  goods  are  purchased  at  short  notice,  and  the  advance  advertising  is 
often  as  profitable  as  that  in  season.  The  cheaper  grades  of  dry-  goods,  and  those 

839 


Plate  No.  2. — A good  catch  line.  Set  in  Johnson  Old  Style.  6 Point  Lovell  Border 
combined  with  Single  Rule. 


840 


FOWLER’S  PUBLICITY 


subjected  to  the  greatest  wear  need  continuous  publicity.  Extensive  advertising  pays 
especially  when  times  are  dull,  becavise  the  less  enterprising  merchants  leave  the 

held  as  competitors  by  discontinuing  their  advertis- 
ing. Dry  goods  should  not  generally  be  advertised 
collectively,  but  each  article  or  line  of  goods  had 
better  be  presented  in  the  full  strength  of  individ- 
uality. Where  the  store  is  well  known,  and  the  name 
stands  for  something,  the  hrm  title  can  appear  at  the 
top,  but  even  then  it  had  better  be  in  smaller  t3-pe 
than  the  general  heading.  Where  the  hrm  is  not 
well  known  it  is  sometimes  better  to  place  the  name 
at  the  bottom,  and  to  advertise  much  more  promi- 
nently what  is  for  sale  than  those  who  sell  it.  The 
local  newspaper  has  been,  and  always  will  be,  the 
best  medium  for  advertising  dr}^  goods.  The  dry 
goods  advertisement  should  never  be  less  than  a 
quarter  of  a column,  and  it  is  frequently  advisable  to 
use  an  entire  page.  As  dr}'  goods  cannot  be  well  advertised  by  illustrations,  it  is 
suggested  that  cuts  appear 
only  a small  part  of  the 
time,  and  that  only  such 
illustrations  be  used  as 
will  not  discredit  the 
goods.  The  conversa- 
tional, social  style  is  to  be 
recommended,  and  every 
advertisement  must  be 
permeated  with  natural 
courtesy.  The  best  dry 
goods  advertisements  an- 
nounce some  one  thing  at 
a time,  suggest  and  advise 
as  they  do  so,  and  contain 
honest  invitations  framed 
in  the  politest  language. 

The  abrupt  style  of  ad- 
vertising cannot  easily  be 
adapted  to  dry  goods  pub- 
licity. 

The  woman  wants  something  that  she  can  read,  and  every  line  must  be  smooth 
and  readable. 


Plate  No.  3. — An  excellent  heading.  Set  in 
Howland.  Nonpareil  Border  No.  219. 


Druggists 


“ Dealers  in  mystery 


■ 

a 


When 


Looking  for  soaps.  fiQe,> 
durablo  soaps,  try  us. ) 
Soaps  ara  seeded  every 
day  in  the  week.  ^ We 
aim  to  give  you  value  eveiy' 
day  in  the  week. 


I IE  large  city  drug  store,  unless  located  in  a much  frequented  business 
center,  cannot  use  the  local  newspapers,  because  the  bulk  of  the  circu- 
lation is  beyond  profitable  reach.  In  the  smaller  places  the  druggist 
can  advertise  to  the  extent  of  a half  a column  to  two  columns  in  every 
issue  of  all  the  local  papers.  Continuous  advertising  is  necessary,  for 
people  buy  drugs  all  tl>e  time,  and  a part  of  the  drug  trade  is  in  absolute  necessities. 
There  is  no  limit  to  the  diversity  of  drug  advertising.  The  drug  store  contains  innu- 
merable articles,  the  majority  of  them  possessing  the  advantage 
of  being  specialties. 

A part  of  the  advertising  should  be  exclusively  given  to  the 
announcement  of  the  prescription  department,  and  great  stress 
should  be  placed  upon  the  purity  of  the  drugs,  and  the  care 
given  to  putting  up  prescriptions.  Each  of  the  fancy  or  toilet 
articles  sold  by  the  druggist  can  be  ad- 
vertised by  itself  as  a specialty,  with  or 
without  stating  the  price. 

It  is  advisable  to  seldom  present  more 
than  one  article  at  a time,  or  to  even  ad- 
vertise in  the  same  advertisement  the  dif- 
ferent qualities  of  a class  of  articles. 

Advertise  a brush  and  comb  one  day, 
and  a certain  kind  of  perfumery  the  next. 

A whole  column  can  be  taken  up  for  the  advertisement  of  a 
disinfectant. 

The  druggist’s  advertising  should  be  used  to  assist  in  selling 
some  particular  article,  and  to  bring  people  to  the  store,  where 
the  arrangement  of  the  goods,  and  the  salesman,  should  con- 
summate several  sales. 

No  high-grade  druggist  will  push  the  sale  of  any  patent  nos- 
trum, for  by  so  doing  he  otfends  the  better  class  of  his  cus- 
tomers, and  turns  the  good-will  of  the  physicians  against  him. 

There  is  no  objection  to  advertising  pure  proprietary  prepa- 

Sqi 


AJ. 


Central  Drug  Store. 
“Sunnysidc.*’ 


Plate  No.  i. — Reproduction 
of  a very  ineffective  advertise- 
ment. The  word  “ when  ” by 
itself  has  no  significance. 


Plate  No.  2. — A fairly  good 
heading  for  matter  in  Plate  No. 
I.  Set  in  Taylor  Gothic.  18 
Point  Contour  Border  No.  270. 


842 


FOWLER’S  PUBLICITY 


Long-Life 
Hair  Brushes 


rations,  as  simple  remedies  ibr  coughs,  colds,  bowel  complaints,  burns,  toothache, 
and  other  common  ailments,  but  none  of  this  advertising  should  antagonize  the  physi- 
cian or  give  people 
to  understand  that 
a bottle  of  anything 
taken  indiscrimi- 
nately would  effect 
a cure. 

However  great  a 
success  may  be 
made  by  the  gen- 
eral advertiser  of 
patent  nostrums, 
whose  field  is  the 
world,  the  local 
dr  uggist  can  never 
permanently  s u c - 
ceed  by  adopting 
the  advertising 

methods  of  sensational  patent  medicine  makers.  The  local  druggist  must  maintain 
his  reputation,  and  he  cannot  do  so  by  advertising  cure-alls  and  instantaneous  pain 
stoppers. 

The  honest  druggist  succeeds  because  honesty  and  purity  are  commodities  de- 
manded by  the  local  trade.  His  pro- 
prietary medicines  should  be  presented 
as  remedies,  not  as  cures. 

Local  credulit}’  may  believe  the  lying 
statements  of  patent  medicine  adver- 
tisers, for  folks  will  often  believe  the 
words  of  those  who  are  far  away,  but 
the  local  public  will  never  accept  an 
exaggerated  statement  of  the  local 
druggist. 


Plate  No.  3. — A heading  adapted  to  almost  any  article  of  toilet  use. 
36  Point  Barta  Border  No.  252. 


Set  in  Johnson  Old  Style. 


51 

■^1 

S’ 

■^1 

51 

■^1 


I 


The  cut  price  drug  store  can  profitably 
adopt  sensational  methods  of  advertis- 
ing, provided  the  truth  is  not  outraged. 

In  advertising  cut  prices,  either  present 
one  article  at  a time  with  its  price,  or 
under  a large  type  heading,  announce 
cut  prices  in  general  and  follow  this 
with  a list  of  the  articles  cut  in  price,  with  the  former  and  new  price  given, 
illustrations  in  Department  of  “ Specimens.” 


Everlasting 

Scents  for 
^50  Cents 


I 

k 


Plate  No.  4. — An  effective  heading  for  perfumery. 
18  Point  Collins  Border  No.  1S2. 


Set  in  Bradley. 


See 


Excursion  Advertising 


“ Rides  of  fun  ” 


I IE  excursion,  whether  it  be  by  rail,  by  boat,  or  by  coach,  is  supposed 
to  be  a round  trip,  the  price  of  the  ticket  covering  the  whole  or  a part 
of  the  total  expense.  The  regular  excursion  may  be  by  special  means 
of  transportation,  but  usually  is  over  the  established  route  by  regular 
train  or  boat,  and  the  advertising  of  it  need  not  differ  from  the  regular 
advertising  of  transportation  companies.  Nearly  all  railroads  and  steamboat  com- 
panies issue  excursion  tickets,  or  more  properly,  round  trip  tickets.  Excursions  as 

they  are  commonly  understood  — and  so  far  as  this  de- 
partment can  consider  them  — are  special  events  in  which 
the  participant  leaves  at  a certain  time,  returns  with  the 
party,  obtains  low  rate,  and  pays  for  the  greater  part  of 
the  entertainment  by  purchasing  one  ticket. 

It  is  extremely  difficult  to  draw  anything  but  a ver}' 
wavy  line  between  excursion  advertising  and  the  regular 
advertising  of  transportation  companies,  and  this  depart- 
ment may  be  considered  as  one  branch  of  three  depart- 
ments, the  other  two  being  “ Railroads  ” and  “ Water 
Transportation.” 

The  excursion  appeals  solely  to  those  having  time  to 
take  one  day  or  more  for  health  or  for  pleasure. 

The  excursion,  whether  it  ought  to  be  considered  a 
necessity  or  not,  is  generall}"  reckoned  a luxury,  and  more  people  take  it  for  pleasure 
than  for  health.  Advertising  should  be 

O 6X0  ClCXO  CJ6XO  06X0  06X0  06X0  06X0  06X0  06X0  06X0  06X006X0  O 

used  not  only  to  present  the  pleasurable 
side  ot  an  excursion,  but  to  preach  the 
profitable  doctrine  of  the  healthfulness 
and  necessity  ot  outdoor  diversion. 

The  common  people  comprise  the  bulk 
ot  excursion  patrons. 

The  greater  part  of  all  excursion  adver- 
tising should  be  directed  to  the  woman. 

Posters,  handbills,  and  almost  any  form  of 


Grand  Winter  Cruise 

TO 

Bermuda,  West  Indies,  Venezuela, 
and  Mexico 

BY  THE  AMERICAN  S.  S. 

Sailing  from  Now  York  Feb.  6,  \ S9T 
For  Bermuda,  St.  Thomas,  St  Kitts,  Cuade^ 
loupe,  Dominica,  Martinique,  St.  Luch.  Bar- 
bados, frinidad,  Port  of  Spain,  La  Brea,  La 
(luayra  (Caracas),  Curacoa,  St  Domingo 
Jamaica,  Progreso,  Vera  Cruz  '^^lexico). 
Havana,  Brunsw ick,  (ja.  Duration, 45 days. 
Piicc<*f  passage.  5270 and  upward.  Send  for 
illustrated  pamphlet. 

NAVIGATION  COMPANY 
Bowitng  Green.  New  York 


Plate  No.  i. — Reproduction  of  a 
fairly  good  “Winter  Cruise”  announce- 
ment. 


°te‘vO 


The  Tour  of 
Four  ]Y  ati  oils 


Plate  No.  2. — An  excellent  heading  for  matter  in  Plate  No.  i. 
Set  in  Boston  Koman  No.  i.  18  Point  Newspaper  Border  No.  5. 


843 


844 


FOWLER’S  PUBLICITY 


printed  matter  can  be  used  to  advantage,  and  sen- 
sational methods  are  justifiable. 

There  is  a sort  of  circus,  “ hurrah  boys  ’’  ele- 
ment in  an  excursion  which  suggests  that  dignity- 
had  best  be  sacrificed  to  lightness,  large  type,  and 
bold  statements. 

The  excursion  company  should  consider  what  it 
gives  as  merchandise,  and  should  advertise  it  as 
such.  Any  successful  method  of  advertising  — 

Plate  No.  3. — Reproduction  of  the  usual  form  of  ^ 

tour-advertising.  except  the  higher  grade  styles  — can  be  profitably- 

used  for  excursion  advertising.  Where  the  excursion  is  going  and  what  the  partic- 
ipant will  receive  are  of  far  more  importance  than  the  name  of  the  company-.  The 
excursion  advertisement  should  seldom  be 
headed  with  the  name  of  the  company-,  and 
when  it  occurs,  the  name  should  be  in  small 
ty-pe,  so  as  not  to  detract  from  the  heading, 
which  should  be  in  the  largest  and  boldest 
lettering  possible. 

True,  certain  transportation  companies  are 
favorably^  known  to  the  public,  and  the 
mention  of  their  name  adds  weight  to  the 
advertisement,  but  the  one  great  thing  the 
public  is  after  is,  “ Where  are  we  going ” 
and  the  second  great  thing  is,  “What  are 
we  going  to  get  by^  going?  ” 

The  price  is  a consideration,  and  should 
be  in  type  not  much  smaller  than  that  of 
the  principal  heading.  The  advertisement 
beginning  “Blank  Grove,  50  Cents,  40  miles 
of  Scenery^,  500  Pines,”  will  attract  more  attention  than  the  line  reading,  “ B.  & A. 
Railroad’s  Excursion  to  Blank  Grove.”  The  date  should  always  be  a prominent 
line,  and  the  day  of  the  week,  as  well  as  the  day'  of  the  month,  should  be  given. 

A great  many  people  can  always  get  away-  on  Monday-,  or  on  some  other  day-,  and 
September  first,  although  it  may-  be  a Monday,  does  not  stand  for  IMonday. 

The  Monday  man  is  constantly  thinking  about  Monday,  and  the  word  ^Monday 


10  Haj^py  j 
Healthful  | 
Days  ill  I 

Jamaica  1 

Plate  No.  4. — A better  heading  for  matter  in  Plate  No.  3. 
The  words  “ Smith  & White’s  Tours  ” may  appear  at  the  top, 
but  had  better  be  in  one  line.  Set  in  Poster  Roman  No.  i.  12 
Point  Newspaper  Border  No.  79. 


SMITH  & WHITE’S 
...TOURS... 

Parties  will  leave  New  Yor!:  for 

JAMAICA, 

MlUnc  from  Port  Tar-.^pa,  Pla..  In  tbo  riant  I.Jne 
Mranier  ond  niakluR  cutnplalo  tours  or  lorlays  eacb 
;^n  /hn  i^lanil  of  JAniaka. 

{taiiroHdand  fc'teaiiifihU>  tickets  at  lowest  rates  to 
all  points.  _ 

. SnAd  or  call  for  sperlal  illustrated  book,  which  gives 
full  particulars. 


Plate  No.  5. — A good  headline  for  a steamboat  company-  Condensed  No.  3.  12  Point  Newspaper  liorder  No.  77. 


ICX CU  R S I ( ) N A I )\'  1C  RT 1 S I N( ; 


^45 


MS 


50  cents 
For  50 
Mile  Ride 


Plate  No.  6. — .-Xn  effective  catch-line. 
Set  in  Howland.  12  Point  Horder  No.  1233. 


instanlly  intcrcst.s  him.  J^'ew  ifc-ojilc  carry  calendars 
with  them,  and  few  take  the  jiains  to  figure  a week 
ahead  as  to  the  day  of  the  week. 

The  excursion  advertiser  must  educate  the  public 
into  excursion  g()in<^  and  into  jxatronizing  his  excur- 
sions. d'alk  of  the  green  fields,  the  shady  nook,  the 
babbling  brook,  the  cool  breezes,  the  magnilicent  or  the 
delightful  sceueiy,  the  comforts  en  route,  the  desira- 
bility of  change,  and  make  ex  ery  advertisement  fairly 
bubble  over  with  an  atmosphere  heavil}^  charged  with 
ozone.  Alwa}'S  furnish  the  local  papers  with  a written 
description  of  the  excursion,  which  most  of  them  will 


print,  if  vou  are  a regular  advertiser. 

Do  not  trouble  the  city  editor  to  write 
this  matter,  for  he  is  a busy  man,  and 
very  likely  he  will  unintentionally  make 
mistakes. 

Eveiy  excursion  company  needs  a 
press  agent  who  may  give  the  whole  or 
a part  of  his  time  to  their  business. 

Br  ight  reporters  and  editors  will  give 
a part  of  their  time,  at  reasonable  com- 
pensation, and  a part  of  their  time  can  be 
made  to  be  very  profitable  to  the  smaller 
companies. 

The  large  excursion  company  will  find 
it  more  economical  to  employ  the  entire 
time  of  an  able  newspaper  man. 

The  method  of  inserting  small  advertisements  in  the  amusement  column,  each  one 
bringing  out  one  point  and  referring  to  the  excursion,  has  been  ver}^  profitably  used. 
See  Departments,  “ Railroads,”  “Water  Transportation,”  and  “ Specimens.” 


Near  to 
Nature’s  Heart 
For  50  Cents 


Plate  No.  7. — A good  heading.  Set  in  Gothic  Condensed 
No.  II.  24  Point  Collins  Border  No.  217. 


The  Inside  Sail 


Plate  No.  8. — For  anti-sea-sick  trips.  Set  in  De  Vinne.  Combination  of  Pica  Borders  No.  223  on  outside 
and  No.  205  inside. 


Fuel 


“ The  trinity  of  power  — the  fuel,  the  fire,  the  use  ’ 


OAL  is  one  of  civilization’s  necessities,  and  its  use  is  universal.  The 
coal-burning  and  the  coal-selling  seasons  do  not  always  come  together. 
The  consumption  of  coal  continues  throughout  the  year,  and  the  sea- 
sons of  selling  generally  precede  the  coal-burning  months  by  several 
weeks.  Every  coal-user  reckons  on  purchasing  and  storing  from  a 

half-year’s  to  a year’s  sup- 
ply of  coal,  the  time  of  his 
purchase  being  generally 
from  two  weeks  to  two 
months  in  advance  of  use. 
Coal  therefore  requires  con- 


Said 


That  the  Coal  was  Good  and  Clean. 

That  we  said  the  Coal  was  Good'and  Clean. 

That  you  would  say  that  the  Coal  was  Good  and  Clean. 
We  to  you,  try  the  said  Coal,  Good  and  Clean. 


Plate  No.  i. — Reproduction  of  a coal  announcement.  The  heading  is  bad,  and  the 
balance  is  worse.  It  is  pure  and  simple  “ rot.” 


tinuous  advertising,  each 
advertisement  either  pre- 
senting the  peculiar  advan- 
tages of  some  one  kind  of 
coal,  or  suggesting  general 
coal-buying.  Every  one 
procrastinates  more  or  less, 
and  the  extensive  coal  advertiser  is  liable  to  obtain  the  bulk  of  the  backward  orders. 
The  local  newspaper  presents  the  indispensable  and  best  medium.  The  advertise- 
ment should 
be  from  two 
to  six  inches, 
and  often  a 
column  can 
be  used  to  ad- 
vantage, pre- 
a n d 
the 

selling  season. 

Do  not  ad- 
vertise coal 


ceding 

during 


ClcanCoal 


Our  coal  is  all  coal — no  refuse,  no  dirt,  no  dust. 


Plate  No.  2. — Matter  in  Plate  No.  i re-written  and  re-set. 
there.  Set  in  Howland.  12  Point  Caxton  Border  No.  239. 

846 


This  advertisement  comes  to  the  point,  and  stays 


FUEL 


«17 


generally.  Advertise  some  grade  or  kind  of  coal,  witli 
one  or  two  points  in  its  favor,  and  give  it  the  real  or  some 
given  name.  It  is  a good  plan  to  create  some  catchy  and 
more  or  less  descriptive  name  for  the  coal  3’ou  advertise. 

You  can  name  } ()iir  coal  after  3’our  cit}’,  or  perhaps  an}' 
of  the  following  names  are  appropriate:  “ Long-Last 
Coal,”  “ Longevit}’  Coal,”  “ Peerless  Coal,”  ‘‘  Famil}' 

Coal,”  “Household  Coal,”  “ Factoiy  Coal,”  “ Steam- 
Making  Coal,”  “Heat-Giving  Coal,”  “All  Coal,”  “ Eco- 
nomical Coal,”  “ Cold  Day  Coal,”  “ Winter  Coal,”  “ Sum- 
mer Coal,”  “ Kitchen  Coal,”  “ Parlor  Coal,”  “ Fireplace 
Coal,”  “ Furnace  Coal.” 

The  following  catch-lines  arc  suggested  for  what  they 
maybe  worth:  “A  Square  Ton,”  “Full-Weight  Coal,” 

“ A Real  Ton,”  “ Our  Ton  Is  a Ton,”  “Clinkerless  Coal,” 

“ Clean  Coal.”  Coal  weighing  has  been  satirized  by 
humorous  writers  until  the  people  have  begun  to  believe 
that  a ton  of  coal  does  not  weigh  as  much  as  a ton  of 

something  else.  Extreme  honesty  is  necessary  in  coal  „ „ r 

advertising.  Guarantee  that  each  ton  of  your  coal  weighs  extremely  poorly  worded  advertisement. 

o ^ C)  ihe  setting  is  excellent.  Words  like 

a ton,  and  prove  it.  It  pays  to  have  a good  deal  to  say  “"‘1” 

^ r r J o J Better  speak  of  the  coal  sold  rather  than 

about  “ getting  your  money’s  worth.”  supposed  to  sell. 


We  venture  the  as- 
sertion that  there  is 
no  cleaner  coal  sold 
anywhere 

..<THAN 

...THAT 

...DELIVERED 

...BY 

...US. 


84S 


FOWLER’S  PUBLICITY 


Try  to  convince  the  public  that  your  coal  is 
clean,  if  it  is,  and  give  it  to  understand  that  you 
do  not  weigh  in  siftings  and  slate.  If  you  have  a 
modern  delivery  wagon,  tell  about  clean  side- 
walks in  your  advertisement.  Half  the  people 
do  not  know  how  to  make  a fire,  and  half  of 
that  half  cannot  keep  a fire.  Issue  a little  book 
on  fire-making  and  fire-keeping,  and  advertise 
that  you  will  send  this  book  for  a stamp,  or  with- 
out a stamp,  or  give  it  to  any  one  who  calls. 

Attempt  to  educate  your  customers  into  right- 
coal  using,  by  advertising  the  kind  of  coal  they 
ought  to  use  for  each  kind  of  fire.  Prove  to 
the  public  that  honesty  is  your  policy,  and  that  you  are  the  coal  authority  for  your 
town.  Wood  must  be  advertised  in  the  same  way  as  coal,  special  stress  being  laid 
upon  the  cheerfulness  of  the  fireplace  and  the  kindling  quality  of  the  kindling. 


GLENWOOD 
RANGES 

ARE  THE  BEST  FOR 

COOKlIiSrG 

aiacl  HEiVXiisra. 
SOLD  BY 

DEALERS  GENERALLY 

TWO  GOLD  MEDALS. 

- 

Plate  No.  5. — Reproduction  of  an  ineffective  stove 
advertisement. 


Plate  No.  6. — Matter  in  Plate  No.  5 re-written  and  re-set  in  Poster  Roman  No.  1.  24  Point  Border  No.  2401. 


There  is  nothing  poetical  or  humorous  about  coal  and  wood,  and  your  advertise- 
ments had  better  be  straight  from  the  shoulder,  brief,  pointed,  and  argumentative. 
Nearly  every  department  in  the  book  is  of  interest  to  sellers  of  fuel.  See  Depart- 
ments of  “Heating  ” and  “ Specimens.” 


Furniture 


The  home  of  love  and  furniture  ” 


conglomerate,  and  con- 
glomerate advertising 
never  pays  as  well  as  the 
one-thing-at-a-time  kind. 

Furniture  should  seldom 
be  advertised  as  furniture. 
Advertise  one  piece,  or 
one  set,  at  a time,  or  else 
separate  the  different  arti- 
cles or  combinations  so 


X the  matter  of  volume  of  advertising,  furniture  dealers  rank  but  one 
degree  below  clothiers,  and  some  of  them  are  the  most  extensive  ad- 
vertisers  of  their  city.  The  constant  wearing  out  of  furniture,  the 
changing  of  styles,  and  marriages  and  births  confined  to  no  season, 
keep  the  furniture  trade  more  or  less  brisk.  The  term  “furniture  ” is 
and 


®ii 

F urniture 


That  Lasts 


that  each  will  be  by  itself, 
removed  from  the  handi- 


Plate  No.  I. — A good  headline.  Set  in  Poster  Roman  No.  i.  12  Point  Florentine  Border 

capping  influence  of  gen- 

erality.  The  furniture  store,  by  the  variety  of  its  stock  adapted  to  ever}'  household 
want,  may  be,  as  far  as  advertising  is  concerned,  considered  a sort  of  department 
store,  for  while  everything  it  sells  is  furniture,  the  great  diflerences  in  kind,  quality, 
and  price  give  advertising  opportunity  almost  as  extensive  as  that  of  the  store  selling 


You  Need  a Desk 

Letters  and  bills  all  over  the  house— no  place  to 
put  ’em  — the  right  desk  only  ten  dollars. 


Plate  No.  2. — A good  form.  Set  in  Gothic  No.  6.  12  Point  Border  No.  1233. 

849 


FOWLER'S  PUBLICITY 


850 


Short  of  Beds 


Too  bad  all  the  folks  coiddn’t 
stay  — better  have  a couple  of 
cots  — only  two  dollars. 


everything.  If  the  trade  of  the 
store  is  of  the  highest  grade,  and 
there  is  no  desire  on  the  part  of 
the  proprietor  to  extend  his 
trade  into  the  lower  strata  of 
society,  the  style  of  advertising 
must  follow  somewhat  in  the 
line  of  dignity,  but  dignity  need 
not  necessarily  be  prosaic. 

The  all-around  furniture 
to  the  masses. 


store. 


catering 


Plate  No.  3. — Can  be  used  at  stated  intervals.  Set  in  Old  Style  No.  9.  iS  haS  a right  tO  USC  CVCry  lllCthod 
Point  Florentine  Border  No.  163.  i'  1 1 • • 

of  good  advertising. 

Sensation,  dignity,  big  adjectives,  and  bold  expressions,  all  have  their  places.  Be 
careful  not  to  advertise  in  the  same  sub-divided  advertisement  too  many  articles  of 
the  same  class,  particularly  if  all  are  illustrated. 

The  picture  of  a twenty-five-dollar  chamber  set  looks  cheap  alongside  of  an  en- 
graving of  a hundred-dollar  combination. 

Furniture  advertising  must  be  of  the  focusing,  pointed,  single  kind. 


Dainty  Dining  Designs 


WN  W'.  W"'-  W"'-  WKjW 

Plate  No.  4. — .Adapted  to  high-class  advertising.  Set  in  Old  Style  Antique.  18  Point  Border  No.  1802. 


Prices  are  a consideration,  and  it  is  advisable  to  use  them  in  more  than  half  of  the 
advertisements,  unless  the  store  caters  to  an  exclusive  set. 

Illustrations  should  do  the  articles  justice,  or  they  should  not  be  used.  It  is  occa- 
sionally advisable  to  show  a picture  of  a furnished  room,  rather  than  the  wooden  cuts 
of  lonely  furniture.  Never  direct  the  advertising,  unless  for  office  furniture,  to 
any  one  except  the  woman.  Cater  to  the  young  married  people.  Issue  booklets 
on  the  care  of  furni- 
ture, and  become  the 
furniture  authority  of 
the  town.  See  Depart- 
m e nt  s , “ Carpets,” 

“ Crockery,  Glass,  and 
Lamps,”  “ Department 
Stores,”  “ Heating,” 

C-  » Plate  No.  5. — Another  e.xcellent  catch-line.  Set  in  Johnson  Old  Style.  24  Point  Florentine 

Cipecimens.  Border  No.  147. 


Long-Life  Chairs 


Hats 


“ Better  tit  the  hat  to  the  man,  not  tlie  man  to  the  hat'’ 


HE  store  selling  hats  exclusively  occupies  about  the  fourth  position  in 
the  line  of  extensive  advertising.  Hats  need  not  be  advertised  on  so 
broad  a scale  as  clothing  or  dry  goods,  yet  the  hat,  being  in  universal 
demand  and  an  article  of  fierce  competition,  demands  liberal  space  and 
progressive  publicity.  The  sale  of  hats,  although  largely  confined  to 
the  seasons,  is  to  an  extent  continuous,  and  requires  con- 
stant and  perpetual  advertising. 

The  local  newspaper  offers  the  only  indispensable 
medium  for  the  advertising  of  hats.  The  good  hat  ad- 
vertisement should 


never  be  less  than 
three  inches,  and 
often  a column 
may  be  used  to 


advantages. 


to 


Plate  No.  2. — Worth  using  occasionally.  Set  in 
Extra  Condensed  No.  8.  12  Point  Border  No.  1233. 


Plate  No.  i. 
Set  in  Howland. 


-Not  original,  but  striking. 
12  Point  Border  No.  1209. 


It  is  better 
advertise  onl}^  one 

hat  at  a time,  even  to  the  extent  of  a full  column,  than 
to  confuse  the  hat  buyer  by  giving  him  too  many  hats 
to  consider  before  he  arrives  at  the  store. 

Unless  the  store  is  of  the  highest  grade,  prices  should  be  given  frequently  in  the 
advertisement. 

Cuts  may  be  used  to  illustrate  styles,  but  they  never  can  be  made  to  present  quality 
of  finish.  Many  men  do  not  know 
what  kind  of  hat  they  want,  and  often 
the  advertisement  of  a single  hat  will 
bring  them  to  the  store. 

Half  the  wearers  of  hats  do  not  buy 
hats  often  enough,  and  it  is  the  busi- 
ness of  advertising  to  stimulate  good 
hat  appearance,  and  to  convince  the 
people  that  a shabby  hat  makes  all  the 


Plate  No.  3. — An  excellent  line. 
Pica  Border  No.  228. 

851 


Set  in  Boldface  Condensed  No.  7. 


FOWLER’S  PUBLICITY 


8<2 


rest  of  the  man  look  shabby.  Most  hat  buyers 
can  be  made  to  purchase  three  times  as  many 
hats  as  they  are  now  buying.  Occasionally, 
and  in  the  most  pleasant  way,  poke  at  those 
shockingly  bad  hats. 

Give  people  to  understand  that  the  hats  not 
onl}'  fit  the  head  but  fit  the  wearer  of  them. 

One  can  become  a hat  harmonizer,  and  a 
hat  fitter,  as  well  as  a hat  seller.  Every  man 
should  have  a straw  hat,  and  perhaps  two,  a 
dress-up  hat,  a comfortable  hat,  a stormy  day 
hat,  and  a cap.  The  following  headings  are 
suggested  for  what  they  may  be  worth  in  the 
construction  of  hat  advertisements:  — “Hats 
That  Fit,’’  “ Hat  Fitters,”  “Hat  Harnionizers,” 
“Style  Hitters,”  “ Hats  of  Comfort,”  “ Dressy 


a 


Hats,”  “ Hats 
You  Look  Well 
Hats  That  Fit,” 


Plate  No.  4. — Reproduction  of  unprofitable  originality  i 
typographical  display. 

In,”  “ Hats  That  Match  Your  Face, 

“ Comfortable  Caps,”  “ Stormy  Day  Hats,”  Cold 
Weather  Hats,”  “Warm  Day  Hats,”  “Hats  of  Busi- 
ness,” “Indoor  Hats,”  “Hair  Keeping  Hats,”  “The 
Hat  Your  Wife  Likes,”  “ Make  Your  Husband  Buy  a 
Hat,”  “He  Needs  a Hat,”  “Want  a Hat?”  “Your 
Hatter,”  “ Hatters  to  Men,”  “ The  Straw  That  Wears,” 

“Shady  Hats,”  “Cool  Hats,”  “ Head  Coolers,”  “ Sun- 
stroke Preventers,”  “Does  Your  Hat  Look  Well  ?” 

It  is  advisable  to  occasionally  advertise  directly  to  the 
woman  that  she  may  make  the  man  buy  a better  hat.  If 
the  felt  hat  wearers  do  not  buy  straw  hats  in  the  Summer,  advertise  — and  quote 
your  authority  — that  cloth  hats  in  Summer  heat  the  head,  thin  out  the  hair,  and  are 
as  uncomfortable  as  they  are  injurious.  Pay  for  the  opinion  of  the  local  doctor  on 
wearing  the  wrong  hat,  and  make  his  decision  public.  Especially  advertise  hats  for 
boys,  and  bring  out  strongly  the  points  of  durabilit}’.  See  Departments,  “Clothing,” 
“Department  Stores,”  “Shoes,”  “Tailors,”  the  sub-divisions  of  “Furs,”  “Gentle- 
men’s Furnishing  Goods,”  and  “Gloves,”  in  Department  of  “Trades  Specifically.” 


Plate  No.  5. — RatJier  a good  line.  Set 
in  Condensed  Title  No.  3.  12  Point  Border 

No.  1230. 


You  Need  a Hat 


Plate  No.  6. — Can  be  used  at  opening  of  season.  Set  in  Doric.  12  Point  Border  No.  1216. 


I 

A 


Hotels 


“ Shall  I not  take  mine  ecase  in  mine  inn  ” 


All  You 
Can  Eat 


Plate  No.  i. — Not  very  dignified,  but 
business-like.  It  hits  the  siAnmer  stomach. 
Set  in  Howland.  12  Point  Laurel  Border 
No.  2. 


ROM  an  advertising  point  of  view  there  are  but  two  elasses  of  hotels, — 
those  that  are  open  all  the  time,  and  those  that  are  open  a part  of  the 
time.  In  the  tirst  elass,  the  hotel  may  be  only  commereial,  or  may 
eater  to  idle  as  well  as  business  people,  or  be  a combination  of  the  two 
classes.  Under  the  second  classification,  that  of  hotels  open  all  the 
time,  appears  the  famil}’  hotel,  as  distinct  from  the  “ tran- 
sient” hostelry.  The  hotel  has  for  sale  three  distinct 
commodities:  First,  something  to  eat.  Second,  a place 

to  sleep  in.  Third,  special 
inside  or  outside  attractions. 

These  conditions  are  in 
every  sense  articles  of  trade, 
and  must  be  advertised  in 
the  same  way  regular  com- 
modities are  successfully 

announced.  If  the  food  is  remarkably  good,  or  the  price 
is  remarkably  low,  or  there  is  anything  unusual  about 
the  variety  or  wholesomeness  of  it,  then  these  facts 
should  be  advertised  most  prominently. 

If  the  rooms  are  homelike,  airy,  cheerful,  clean,  and 
comfortable,  then  these  points  of  advantage  should  be 
brought  out  conspicuously. 

The  hotel  in  itself  has  but  two  things  to  advertise, 
its  food  and  its  lodging  facilities,  but  beyond  that,  and 
often  of  more  advertising  importance,  are 
the  surroundings,  the  convenience  of  loca- 
tion, the  healthfulness  of  the  country,  mineral 
springs,  lakes,  ocean,  rivers,  drives,  views, 
and  anything  else  which  the  public  will 
appreciate. 

Advertise  most  prominently  the  one  great 
point,  and  let  other  points  be  secondarv  to  it. 

853 


Plate  No.  2.— .-^n  excellent  form  for  near- 
by hotels.  Set  in  Old  Style  Condensed  Title. 
iS  Point  Barta  Border  No.  248. 


Plate  No.  3. — A good  heading  because  it  says  something. 
Set  in  Taylor  Gothic.  Nonpareil  Border  No.  219. 


854 


FOWLER’S  PUBLICITY 


Only 

Rest 


If  you  want  style, 
there  are  other  places 
—the  Blank  Hotel  gives 
inside  and  outside  com- 
fort, is  near  to  Nature’s 
heart,  and  its  rates  are 
low. 


The  best  known  and  the  best  advertised  hotel  is  the 
one  which  has  some  one  advantage,  and  is  known  by 
that.  All  hotels  are  supposed  to  have  comfortable 
rooms  and  appetizing  tables,  whether  they  do  or  not, 
and  expressions  like,  ‘‘All 
the  delicacies  of  the  season,” 

“ Large  airy  rooms,”  and  “ If 
you  come  once  3’ou  will 
come  again,”  however  much 
the}'  may  mean,  are  taken  as 


meaning  nothing. 


House 
Of  Rest 


Plate  No.  4. — A form  that  appeals  to 
the  masses.  Set  in  Howland  Single  Rule 
Border. 


Plate  No.  5. — An  attractive  head- 
ing. Set  in  Antique  Condensed.  14 
Point  Barta  Border  No.  245. 

The  term,  “ American 


If  the  hotel  is  located 
where  the  surroundings  are 
the  important  conditions,  ad- 
vertise where  it  is  more 
prominently  than  its  name. 

House,”  stands  for  all  hotels  in  America,  and  there 
is  nothing  about  it  to  indicate  quality,  scenery,  or  other 
attraction.  If  two  hundred  square  miles  of  valley  are  in  full  view  of  the  American 
House,  let  some  statement  to  that  effect  be  advertised  as  prominently  — or  more 
prominently — as  the  name  of  the  house. 

Always  give  the  location  in  every  advertisement  of  a city  hotel.  The  attractions 
surrounding  the  hotel  which  is  not  open  all  the  time  should  be  more  a part  of  the 
hotel’s  advertising  than  the  mere  announcement  of  the  hotel  itself.  The  reader’s 
eye  will  run  over  the  line  of  names,  and  stop  at  the  prominent  announcement  of 
a condition  or  attraction.  The  advertisement  beginning  “ Good  shooting  at  the 

than 


great 


American  House  ” means  a 
an  advertisement  with  the  American 


deal 


more 


House  in  large 


A K 

^Near 
5 Every-  j 
^ Where 

Plate  No.  6. — A good  catch-line  for  a city 
hotel.  Set  in  Jenson  Old  Style.  Bird  Border 
No.  267. 


type,  and  the  sporting  attractions  in  smallest  letters. 

“ Opposite  the  depot  ” attracts  the  tired  traveler,  and 
he  who  would  save  time  and  cab  money.  See  Depart- 
ment of  “ Recreation.”  Several  hotel  forms  of  adver- 
tising appear  in  Department  of  “ Specimens.” 


Plate  No.  7. — Rather  a good  heading.  Set  in  Nubian.  I’ica  Border  No.  220. 


Heating 

“ A good  house-warmer  and  a good  home-cooker 


O longer  do  men  indiseriminately  pile  on  eoal  and  wood  and  heat  and 
eook  b}'  quantity.  The  opening  days  of  eommon  sense  and  science 
lor  heating  and  for  cooking  arrived  some  years  ago.  Artificial  heat 
must  be  as  healthful  as  the  ra3's  from  nature’s  sun,  and  the  cooking 
oven  must  adapt  its  work  to  the  good  and  not  to  the  injur}'  of  the 
human  stomach.  Concentration  of  space,  economy  of  fuel,  and  ease  in  care  are 
essential,  and  the  best  of  advertising  cannot  make  old  apparatus  acceptable  anywhere. 
Heating  apparatus  of  every  class  must  be  advertised  in  two  distinct  ways:  — To  the 
consumer  or  user,  and  to  the  builder,  contractor,  or  architect.  Comparatively  few 
owners  of  buildings  or  houses  adopt  any  method  of  heating  without  consulting  some 
one  supposed  to  be  expert  in  this  line;  and  as  every  manufacturer  is  biased  in  favor 
of  his  apparatus,  the  owner  generally  consults  some  builder  or  architect,  or  else  some 
other  owner  of  similar  property.  A part  of  the  advertising  must  be  pleasantly  scien- 
tific, and  adapted  to  the  taste  of  builders  and  architects.  This  class  of  advertising 
must  appear  at  frequent  intervals,  and  no  one  whose  influence  is  worth  having  must 
be  allowed  to  forget  the  apparatus,  or  its  salient  points.  The  general  and  local  ad- 
vertising of  all  heating  apparatus  should  be  largely  directed  to  the  woman,  for  she, 
much  more  than  the  man,  is  interested  in  home  warmth,  fuel  economy,  and  simplicity 
of  construction.  It  is  obvious  that  the  bulk  of  the  general  advertising  for  the  heating 
of  large  buildings  should  be  directed  to  the  man,  but  even  in  this  case  the  woman’s 
influence  should  not  be  entirely  ignored.  There  is  nothing  artistic  about  the  furnace 
or  the  boiler,  and  the  appearance  of  it  need  not  be  ad- 
vertised. What  it  will  do,  and  how  cheap  it  will  do 
it,  — not  how  it  looks,  — are  the  points  to  be  brought 
out  in  the  greatest  prominence.  The  furnace,  in  these 
days  of  competition  with  other  methods  of  heating, 
needs  extensive  advertising,  and  the  advantages  of  the 
method,  as  well  as  the  qualities  of  the  furnace,  must  be 
brought  out  prominently.  Hot  water  heating  is  a com- 
paratively new  method  of  home  and  building  warm- 
ing, and  while  it  is  similar  to  other  systems,  its  own 
individuality  must  be  advertised.  If  the  hot  water 

855 


Steam 

Sense 


Plate  No.  i. — Rather  a good  expression. 
Set  in  Philadelphia  Lining  Gothic.  Non- 
pareil Border  No.  216. 


856 


FOWLER’S  PUBLICITY 


heater  dealer  sells  other  apparatus,  he  must  be  careful  not  to  advertise  too  many 
“ bests,”  and  not  allow  his  hot  water  adjectives  to  interfere  with  those  pertaining  to 

his  furnace  or  other  appa- 
ratus. The  advantages  of 
hot  water  heating  are  not 
generally  understood.  Even 
to-day  some  people  think 
that  the  apparatus  is  com- 
plicated and  perhaps  dan- 
gerous. 

Its  intrinsic  merits  are  not 
fully  appreciated. 

Economy  is  a cardinal 
point  and  must  be  prom- 
inently advertised.  Give 
the  figures  that  do  not  lie. 
(^;ote  heating  facts.  Ad- 
vertise simplicit}’. 

Point  out  the  fact  that  with  this  apparatus  each  room  receives  the  same  amount  of 
heat  irrespective  of  the  wind.  Enlarge  upon  the  healthfulness  of  the  method. 

Print  testimonials  and  scientific  opinions  that  the  people  can  understand. 

Distribute  booklets  illustrating  rooms  heated  with  hot  water. 

Do  not  show  too  many  technical  cuts.  Illustrate  the  rooms  and  what  the  heating 
will  do,  more  than  the  apparatus  itself.  Show  happy  people  in  a well-warmed  house, 
instead  of  a technical  cut  of  the  boiler.  Do  not  send  out  technical  pamphlets  except 
to  the  profession. 

Advertise  cleanliness  and  fuel  economy. 

The  field  of  steam  heating  is  much  broader  than  that  of  any  other  method  of  pro- 
ducing artificial  heat,  because  it  is  pretty  well  understood,  and  known  to  be  ex- 
tremely economical. 

Advertising  should  educate  the  home-owner  to  use  steam  instead  of  some  other 
system,  and  should  convince  him  of  its  safety,  cleanliness,  healthfulness,  durability, 
and  economy.  Notwithstanding  that 
steam  is  well  known  among  men,  the 
average  woman  is  afraid  of  the  boiler 
bursting. 


and  it  should  be  the  busi- 
ness of  advertising  to  convince  her 
of  the  impossibility  of  such  an  acci- 
dent. 

Steam  heating  shmdd  be  advertised 


M*«— M*— •M— »M— ^ 

! Coal  Savers ! 


Plate  No.  3. — Always  an  effective  expression. 
Point  Florentine  Border  No.  169. 


Set  in  Howland.  6 


about  the  same  as  hot  water  heating,  as  the  two  are  so  closely  allied,  but  when  the 

both  apparatus,  great  care  must  be  taken  or  the 


same  house  is  making 


advantages 


iiK.vriN(; 


857 


of  one  will  Imndicaj)  the  ad- 
vantages of  the  other. 

Cooking  stoves,  exeept 
those  used  in  hotels  and  by 
bakers  and  restaurants,  arc 
Ibr  the  home  exclusively,  and 

Plate  No.  4. — A very  good  line.  Set  in  Gothic  No.  6.  8 Point  Contour  Border  lllUSt  bc  adv'Crtiscd  tO  rcach 
No.  256  combined  with  8 I’oint  Collins  Border  No.  2oi. 

the  woman,  with  a complete 
forgetfulness  of  man'’s  existence.  Advertise  the  baking  or  the  heating  cpialitics  first, 


I A Cooker  i 

♦ ♦ 


and  then  the  economical  side.  Select  one  point  at  a 
time,  and  advertise  that  extensively’  then  present  another 
point,  and  then  another. 

Oil  and  gas  stoves  should  bc  advertised  in  the  same 
style  as  cooking  and  heating  stoves. 

The  following  headings  are  suggested:  Home  Warm- 
ing,” “Is  Your  House  Warm,”  “Were  You  Warm  Last 
Winter.^”  “No  Dust,”  “No  Gas,”  “Fuel  Economy,” 
“Good  Warm  Air,”  “No  Chilly  Rooms,”  “Everlasting 
Warmth,”  “ Coal-Savers,”  “ Fuel-Economizers,”  “ All 
the  Heat  You  Want,”  “ Patience-Saving  Furnaces,”  “ The 
Heat  of  Health,”  “Fire  When  You  Want  It.^”  “Money- 
Saving  Burners.”  See  Department  of  “ Specimens.” 


Plate  No.  5.  — Nothing  original 
about  it,  but  there  is  business  in  it.  Set 
in  Round  Gothic  No.  40.  Maltese  Cross 
Border. 


The  Inner  Man 


“ According  to  the  food  we  eat,  so  are  we  ” 

condition  of  the  times  affects  the  sale  of  inner  man  goods  less  than 
affects  the  sale  of  any  other  necessity.  If  the  slipshod  attention  given 
the  advertising  of  things  to  eat  were  given  to  the  selling  of  them 
^arly  every  dealer  in  the  eatables  would  be  bankrupt.  With  uni- 
sal  demand  in  its  favor,  and  the  certainty  that  the  goods  must  be 
purchased,  it  is  difficult  to  understand  why  the  greater  part  of  food  advertising  is  pos- 
itively objectionable  to  the  eye,  and  devoid  of  any  appetizing  element.  The  multi- 
plicity of  the  stock,  unless  one  sells  but  one  thing,  admits  of  daily  freshness  in 
advertising.  There  are  few  stores  with  better  opportunity  for  advertising  than  the 
grocery.  The  conventional  advertisement,  stating  that  a man  is  a grocer  and  sells 
choice  teas,  and  tine  coffees,  and  then  enumerates  from  a dozen  to  a hundred  differ- 
ent articles  of  trade  is  worth  something  because  it  keeps  the  name  before  the  public, 
but  it  will  not  sell  one  ninetieth  part  of  the  goods  that  a freshly  worded,  specffic  ad- 
vertisement is  sure  to  assist  in  selling. 

Everything  in  a grocery  store  can  be  specialized.  Start  a molasses  run;  then  an- 
nounce canned  goods;  then  advertise  Hour,  one  brand  at  a time;  present  a fresh 
arrival  of  prunes;  have  something  to  say  about  spices.  Au}'  article  can  be  forced 
into  demand,  and  even  though  the  proht  upon  that  article  may  be  small,  the  announc- 
ing of  it  will  bring  people  to  the  store,  and  when  they  are  once  there,  it  is  the  store- 
keeper’s fault  if  he  does  not  sell  them 
other  goods.  Advertise  seasonably. 

Even  fly  paper  will  produce  a mild 
sensation.  The  advertising  can  be  ed- 
ucational; it  can  suggest  and  advise, 
and  largel}'  frame  the  character  of  the 
local  trade.  Men  do  not  buy  groceries, 
and  it  is  useless  to  tiy  to  make  them. 

Advertise  to  attract  the  woman.  Fre- 
quently announce  prices.  Change  the 
advertisement  every  time. 

Never  use  less  than  a quarter  of  a 
column,  sometimes  an  entire  column  or 


All-Coffec 


That  is,  coffee  that  is  nothing 
hut  coffee,  the  pure  unadulterated, 
untampered-with,  carefully  grown 
berry. 


Plate  No.  i. — A good  advertisement  for  coffee.  Set  in  Howland. 
i8  Point  Newspaper  Border  No.  20. 


858 


'I'lIIC  INNKR  MAN 


859 


Yesterday’s  Eggs 


Plate  No.  2. — Rather  a good  headline.  Set  in  Taylor  Gothic.  12  Point  Newspaper  IJorder  No.  71. 


a pai^c.  Flour  rc- 
(juircs  considerable 
advertising. 

As  llour  is  used  all 
the  time,  the  size  of 
the  advertisement 
should  not  vary  ma- 
terially. Advertise 

it  under  some  specihe  name,  or  else  state  in  the  briefest  possible  language  the  peculiar 
qualities  of  the  brand.  Few  people  know  how  to  make  bread,  and  the  advertising 
can  tell  them  how.  It  may  pay  to  preach  the  gospel  of  good  digestion,  and  to  tell 
people  how  to  practice  it,  and  to  sell  the  flour  for  the  practice.  Cofl'ee  and  tea  should 

not  be  advertised  together,  for  while  the  majority 
of  the  drinkers  of  one  indulge  in  the  other,  the 
articles  are  distinct,  and  require  individual  hand- 
ling. They  should  be  advertised  all  the  time. 

In  these  days  of  adulterated  tea  and  cofl'ee  the 
burden  of  proving  the  genuineness  of  the  brand 
and  its  flavor  rests  upon  the  advertisement.  It 
may  pay  to  issue  leaflets  on  the  making  of  tea 
and  cofl'ee,  and  to  occasionally  print  the  sub- 
stance of  them  in  the  advertisements,  or  to  an- 
nounce that  they  can  be  obtained  for  the  asking. 

It  will  cost  very  little  to  set  aside  a part  of  the 
store  as  a retiring  room  for  ladies.  Oriental 
decorations  are  very  inexpensive,  and  small  cups 
of  tea  or  cofl'ee  cost  little.  Inaugurate  a free 
checking  room  for  parcels,  and  encourage  ladies 
to  make  the  tea  and  cofl'ee  department  a rendezvous. 

Meat  and  provisions  are  sold  continually  and  require  continuous  advertising.  An- 
nounce a specialty  or  regular,  one  at  a time.  The  following  headings  are  suggested: 
‘‘The  Meat  That’s  Fresh,”  “Tender  Steak,”  “Juicy  Chops,”  “ Regal  Roasts,”  “Well 
Fed  Pork,”  “ Inspected  Beef,”  “ Sound  Potatoes,”  “ To-Day’s  Berries,”  “ Solid 
Squashes,”  “Farm  Freshness,”  “Nothing  Stale,”  “Plump  Fowls.”  It  generally  pays 
to  announce 

I _ . . _ . i 


Gs  (S  (s  o Nb  (5  (5  o'vD Gs  o oNb  (5  o'O o GS  <vO 

irish  i 

®>oro  ™ 

ip  I n ST  3 M 

____ 

i Fresh  i 


y OlTo  5^  o (o  O O (o  5^  o (o  O’ o (o  O o (o  O o (o  O o (o  O o (o  O O (0 
(50^  0^0x9  (53^  olSN!?  (>3^ 

Pl..^te  No.  3. — A good  heading  for  a fish  advertise- 
ment. Set  in  Gothic  No.  6.  i8  Point  Newspaper  Bor- 
der No.  5. 


inless 


prices, 
the  store 
caters  exclu- 
sively to  the 
highest  grade 
of  trade.  Per- 
haps it  will  be 


I 


Everything;  Fresh 


Plate  No.  4. — A general  headline  which  can  be  frequently  used.  Set  in  De  Vinne. 
der  No.  ;6. 


12  Point  Newspaper  Bor- 


86o 


FOWLER’S  PUBLICITY 


Fruits  I 
For 

Morn  I 
Noon  Hj 

j^And  I 

I Night  I 

i 


profitable  to  advertise  bills  of  fare,  presenting  a 
fresh  one  for  each  day.  It  is  advisable  to  name 
some  of  the  articles,  giving  them  an  appropriate 
name  as  ‘‘  Rosemary  Potatoes,”  “ High  Grade 
Meat,”  “Guaranteed  Chickens,”  “Elm  Farm  Sau- 
sages.” 

Fish  advertising,  like  that  of  markets,  must  be 
continuous.  Always  present  some  particular  kind 
of  lish.  Make  the  advertisement  as  fresh  as  the 
fish,  provided  the  fish  is  fresh.  Tell  people  how 
to  cook  fish. 

Do  not  use  such  expressions  as  “Dealer  in  Fish, 
Oysters,  and  Clams.” 

People  eat  only  one  kind  of  fish  at  a time,  and 
are  interested  in  only  one  kind  at  a time. 

Milkmen  need  continuous  advertising.  Adver- 
tise milk  purity,  promptness  of  delivery,  and  guar- 
antee of  quality.  Perhaps  some  of  the  following 
headings  maybe  used  to  advantage:  “All  Milk,” 
“Waterless  Milk,”  “The  Milk  of  Purity,”  “ Health- 
ful Milk,”  “ Honesty  Milk,”  “ Clean  IMilk,”  “ The 
Milk  of  Certainty.”  Occasionally  present  a certifi- 
cate of  purity,  and  tell  about  the  careful  care  given 
to  the  stock  and  to  the  cleanliness  of  milking. 


Plate  No.  5. — An  admirable  heading  for  a fruit 
store.  Set  in  Johnson  Old  Style.  12  Point  News- 
paper Border  No.  79. 


Fruit  must  be  advertised  the  same  as  provisions 
and  other  ^ 


perishable  articles.  The  general  fruit  ad- 
vertisement is  worth  very  little. 

Advertise  apples  one  time,  then  oranges, 
then  bananas,  then  any  other  kind  ot  fruit 
you  carry. 

Encourage  fruit  eating,  and  prove  to  the 
people  that  fruit  should  be  eaten  at  every 
breakfast. 

Print  the  result  of  an  interview  with  the 
leading  physicians  and  prominent  women  of 
the  town. 

They  will  all  advocate  universal  fruit  eat- 
ing. Suggest  and  advise. 

All  articles  of  food  must  be  advertised  in 
an  appetizing  way,  and  must  appeal  to  the 
taste  of  the  readers. 


••••* 

••••* 

#•••• 

••••« 

••••« 

#•••• 

••••* 

••••* 

#•••« 

#•••• 

#•••• 

#•••• 


Flour 


of 


Hcaltli 


#^  •••••••••••••••••••••••* 


«•••• 

**••• 

**••• 

•••## 

*•••• 

••••# 

«•••• 

«•••• 

••••# 

*•••• 


Plate  No.  6. — An  excellent  headline  for  any  kind  of  Hour  or 
cereal.  Set  in  Howland.  24  Point  Newspaper  Border  No.  5. 


Insurance 


“ Protection  is  the  first  law  of  property  ” 


ECAUSE  the  intelligent  man  understands  the  economy,  profit,  and 
necessity  of  insurance,  it  has  been  too  often  assumed  that  the  rank  and 
tile  of  people  everywhere  appreciate  insurance  at  its  true  value.  A 
knowledge  of  insurance  is  by  no  means  universal,  and  a large  part  ofprop- 
erty,  and  a good  proportion  of  lives,  are  either  not  insured  at  all,  or  else 

i n s u ffi  c i e n 1 1 y 
protected. 

Insurance  ad- 
vertising needs 
to  be  educational 
as  well  as  point- 
edly business- 
like. It  must 

also  be  suggestive,  for  one  half  of  the  people  who  are  not  insured  know  that  they 
ought  to  be,  and  suggestive  advertising  brings  the  procrastinator  into  line.  Insurance 
is  a commodity,  and 
must  be  considered 
neither  as  an  expense 
nor  as  a luxury.  Elalf 
the  insurance  advertis- 
ing tends  to  defeat  its 
own  object,  by  an- 
nouncing insurance  as 
an  expense,  and  as  a 
sort  of  lottery,  or  as  an 
illegitimate  visionary 
something,  until  people 
have  learned  to  dis- 
trust insurance  com- 
panies, and  to  under- 
value the  necessity  of 
insurance.  The  wrong: 

o 


E3 

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Ba 

Ea 

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ca 

Ba 

Ea 

Ba 

Ea 

Ba 

Ea 

Ea 

Ea 

Ba 

Ea 

sa 

Ea 

Ba 

Ea 

Ba 

Ea 

Ba 

Ea 

Ea 

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Ea 


Non-Forfeiture 
Life  Insurance 


Drop  a Postal  for  oar  specimen  policy, 
written  in  your  interest. 


Ba 

Ea 

B3 

Ea 

B3 

Ea 

Ba 

Ea 

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John  Blank  Mutual  Life  lusurauce  Co.  ii 

Ba 

178  Devonshire  St.,  Boston.  i| 

Stephen  H.  Blank,  President.  |ij 

Ea 

BBBaBaB3B3EaB3BaBaBaBBBaEaBaBaBaBaEaEaEaEaEaEaBaBaE3 

EaEaEaEaEaEaEaEaEaEaEasaEaEaEaEaEaEaEaEaBaEaEaEaEaEa 

Plate  No.  2. — Matter  in  Plate  No.  i re-written  and  re-set.  Condensed  No.  3.  Pica  BorderNo.  209. 


JOHN  BLANK  MUTUAL  LIFE  INSURANCE  CO. 

778  Deyons/ih'e  Street,  TBoston,  Mass. 

STEPHEN  H.  BLANK,  President. 

issued  are  subject  to  the  Massachusetts  non-forfeiture  law,  which  guarantees  a CASH 
SUKKENDER  value,  or  paid  up  insurance  to  every  policy  bolder,  should  he  at  any  time  discontinue  pay- 
ment ot  premiums. 

Send  for  a copy  of  the  law  and  a specimen  poUcy. 

Plate  No.  i. — Reproduction  of  an  ordinary  form  of  insurance  company  advertising. 


862 


FOWLER’S  PUBLICITY 


side  of  it  li:is  been  turned  toward  tliein.  The  manager  of  one  of  the  largest  insur- 
ance agencies  in  the  world  recently  told  the  writer  that  he  himself  did  not  under- 
stand half  the 
literature  sent 
out  by  his  corn- 
pan}'.  If  the 
m a n a g e r o f 
agents,  and  a 


INSURANCE  CO.  OF  NEW  YORK 


jSolicitor, 

= = = Boston. 


js. 

95  SXREKT, 

ASSET.S,  .'»ir>0..')()7,13S.(;8  I.I.VI! I I.ITIES,  SSI 47,470,1 7 1.. 52  .SiUKI'ElIS,  .**12,030, ‘JO?. lO 

Risks  in  foi  re  in  1891,  22.>,.507  Policies  amount ing  to  .■’*09.7,75.3,40 1 .03 

Correspomieiice  solicited. 


The  Best  Comp.itiy  in  the  World  is  the  Oue  th,at  Does  the  Most  Good. 


Plate  No.  3. — Reproduction  of  an  agency  advertisement  of  a large  insurance  company. 


man  command- 
ing an  income 

of  fifty  thousand  dollars  a year,  could  not,  or  would  not,  understand  the  advertis- 


ing ot 


his  own  company,  what  reason  is  there  to  assume  that  the  unsophisticated 
outsider  appreciates  insurance  statistics  and  present  insurance  advertising.^  The 
arguments  presented  by  some  insurance  companies  verge  upon  the  ridiculous.  The 
writer  recalls  a conversation  with  a solicitor  from  one  of  Massachusetts’  largest  com- 
panies, in  which  the  representative  admitted  that  his  company  was  superior  to  others 
only  in  one  particular,  and  that  the  unequaled  advantage  his  company  ofiered  was 
that  the  insured  could  commit  suicide  on  the  day  of  the  first  payment,  and  the  family 
collect  the  insurance  money.  Insurance 
agents,  and  insurance  advertisers,  seem  to 
forget  the  one  great  vital  condition ; they 
run  into  a string  of  meaningless  sentences 
and  useless  figures.  As  much  space  is  given 
to  the  fio'ures  at  the  riMit  of  the  decimal 
point,  proportionately,  as  to  those  at  the 
left  of  it,  and  fortunes  are  expended  every 
year  to  inform  the  people  that  there  is 
ninety-eight  cents  connected  with  ninety- 
eiMit  millions  of  dollars.  3 

The  insurance  report  should  be  printed, 
but  it  should  not  form  the  preliminary  ad- 
vertising. 

Three  quarters  of  insurance  advertising  is 
simply  a perfectly  balanced  table  of  figures, 
or  else  is  for  the  personal  publicity  of  the 
board  of  directors,  who  evidently  think  they 
are  for  sale,  because  they  advertise  them- 
selves more  than  what  they  sell.  The  fact 
that  the  company  has  written  more  insur- 


234, 56f 
Policies 


234,567  representative  men 
believe  in  the  Boo'ee  Insur- 
4 ^nce  Co.  of  New  York.  Drop 
me  a postal  and  I’ll  call  and 
tell  you  all  about  the  eco- 
nomical protection  it  oives. 
John  S.  Blank,  ()5  Blank  St., 
Boston. 

^ 


Plate  No.  4.  — Matter  in  Plate  No.  3 re-written  and  re-set. 
Condensed  Old  Style.  12  Point  Leaflet  Border,  Series  II. 


ance  than  any  other  may  be  in  its  fiivor,  but 
not  necessarily,  because  the  public  may  construe  this  fact  to  stand  for  over-risk,  ddie 
insurance  eompany  is  simply  a protector  for  the  property  necessary  to  pay  its  claims. 


INSURANCE 


863 


and  the  burden  of  its  advertising  should  be  to 
prove  that  the  proteetion  it  elaiuis  is  the  ]:)rotee- 
tiion  it  has,  and  it  should  aniplily  it  by  presenting 
its  ability  to  take  care  of  its  ]')roperty. 

The  names  of  the  directors  should  be  given,  if 
they  are  men  of  character  and  standing,  but  they 
should  not  be  over-advertised. 

The  advertising  of  the  building,  or  of  the  size 
of  the  offices,  or  of  the  number  of  clerks,  shows 
expense  or  extravagance,  and  is  likely  to  create 
a suspicion  that  the  company  is  being  run  for 
the  benefit  of  its  officers  and  not  for  its  policy 
holders.  Insurance  is  a commodity,  and  should  be  advertised  as  other  commodities, 
by  advertisements  in  magazines,  general  publications,  newspapers,  and  by  the  publi- 
cation of  booklets,  folders,  and  other  printed  matter,  all  of  it  to  appeal  to  the  common 


ESTABLISHED  1845. 

H.  W.  SMITH, 

178  FIFTH  AYE.,  N.  Y. 

CVCRY  DESCRIPTION  OP 

INSURANCE. 

Tourists  Policies  Issued. 

Agents  of  THE  LONDON  ASSURANCE 
(Marine)  OF  ENGLAND. 

Telephone  2553 

Plate  No.  5. — Reproduction  of  a well-set  insurance 
advertisement. 


I insure 
Everything 

Your  house,  your  stock,  your  clotlies,  your  life. 

H.  W.  Smith,  178  Fifth  Ave.,  New  York 

Plate  No.  6. — Matter  in  Plate  No.  5 re-written  and  re-set.  Boldface  Condensed  No.  7.  Pica  Border 
No.  206. 


sense  of  the  people,  and  not  be  overfortified  by  banks  of  figures,  but  with  a presenta- 
tion of  protected  fact.  Other  departments  of  the  book  present  forms  of  advertising 
adapted  to  insurance  publicity,  and  practically  every  department  in  the  book  contains 
suggestions  adaptable  to  insurance.  See  Department  of  “ Specimens.” 


Jewelry  and  Clocks 


“ A sparkling,  jeweled  panorama  of  gems  of  beautiful  usefulness  ’ 


HE  policy  of  confining  the  bulk  of  the  advertising  to  the  holiday  season 
cannot  be  defended  by  any  method  of  argument.  The  use  of  jewelry 
and  clocks  has  become  universal,  and  has  developed  from  a luxury  to 
a necessity.  These  goods  must  be  advertised  throughout  the  year, 
the  advertisement  being  increased  in  size  before  and  during  the 
holidays.  Women  are  the  buyers,  and  the  advertisements  must  be  almost  entirely 
for  their  guidance.  The  advertising  not  onl}'  tends  to  sell  the  goods,  but  stimulates 

a desire  for  the  ornamental  and  the  beautiful. 

Half  the  people  do  not  know  how  inexpensive 
good  jewelry  is,  nor  do  they  realize  the  necessity  of 
good  watches  or  good  silverware.  The  advertising 
should  educate  them  into  having  what  they  can 
afibrd  to  have,  and  up  to  appreciating  the  home- 
brightening  power  of  beaut}’,  convenience,  and  orna- 
ment, and  to  know  that  the  better  class  of  luxuries 
may  be  but  happy  necessities. 

The  poor-watch  man  may  think  he  does  not  need  a new  watch,  or  he  may  put  off 
buying  one.  It  is  the  business  of  advertising  to  watch  everybody.  There  are  not 

There 


Just 
As  Wc 
Expect. 


We  haven’t  been  in 
(business  all  these 
I years  without  learn- 
[ing  something.  It's 
j the  same  way  when 
I purchasing  a Gold 
I Watch  or  a Diamond 
' or  pine  Jewelry.  You 
learn  where  to  go. 


Plate  No.  i. — Reproduction  of  a “blind”  and 
bad  advertisement.  Why  doesn’t  the  advertiser  get 
down  to  business  ? 


half  enough  clocks  in  use. 


ser- 


should  be  a kitchen  clock, 
vant’s  clock,  dining-room  clock, 
parlor  clock,  hall  clock,  and  sev- 
eral chamber  clocks  in  every 
home  of  comfortable  dimensions. 
Too  many  clocks  do  not  spoil 
the  house. 

It  is  the  business  of  advertising 
to  teach  the  people  that  a silver 
ice  pitcher  looks  well  and  saves 
ice. 

Advertising  which  says,  “John 
Blank,  Jeweler,”  may  prove  to  be 


] On  \ 


|l 


Watchicss 

Watches 


or  rather  watches  that  don’t  need 
watching. 


Plate  No.  2. — A suggestion  to  the  advertiser  in  Plate  No.  i 
Gothic.  18  Point  Barta  Border  No.  250. 

864 


JEWELRY  AND  CLOCKS 


865 


NOTICE. 

WE  DO  NOT  ADV'ERTISE  KUT  SELI. 

Watches  Jewelry 

20  per  cent,  cheaper  Ilian  those 
that  do. 


Plate  No.  3. — Reproduction  of  a liar’s  advertise- 
ment. 


like  the  smooth  bore  ^im  which  hits  by  accident, 
and  crushes  rather  than  penetrates. 

'The  word  “Jeweler”  stands  for  evcrythin<jj  in 
general  and  for  nothing  in  particular. 

The  jewelry  establishment  contains  a conglom- 
erate collection  of  articles,  and  to  sell  those  things 
it  is  necessary  to  advertise  them  one  at  a time, 
that  each  bright  piece  will  shine  in  its  own  bril- 
liancy, and  not  be  outshone  by  too  brilliant  sur- 
roundings. The  watch  buyer  docs  not  sec  a suggestion  of  watch  buying  in  the  ad- 
vertisement which  reads  “ Jewelry.”  The  advertisement  of  clocks  of  every  size  and 
price  may  not  sell  clocks,  lor  the  clock 
buyer  stands  as  a fool  among  many 
clocks,  and  may  choose  none,  because 
he  does  not  know  which  to  choose. 

An  advertisement  of  a kitchen  clock 
sells  kitchen  clocks;  and  the  buyer  of 
it,  beginning  at  the  kitchen,  may  end 
at  the  attic. 

An  advertisement  of  silverware 
means  nothing,  but  an  advertisement 
of  a silver  spoon  stands  for  spoons. 

The  line,  “ Y^our  watch  needs  clean- 
ing,” will  transfer  the  watch  from  the 
customer’s  pocket  to  the  counter,  while 
the  expression,  “ Fine  watch  repairing,” 
will  keep  the  watch  in  his  pocket. 

Advertise  somethinof  new,  or  have 


the  advertisement  of 


something  old  so 


t Watches 
I Jewelry 

@ 


At 


20 


0 

0 

0 

0 


Discount  I 


bright  that 


old  things  will  seem  like 


new 


things. 


Plate  No.  4. — The  advertiser  in  Plate  No.  3 had  better  head  his  an- 
nouncement like  this,  and  follow  it  with  a truthful  reason  for  the  price- 
cut.  Set  in  Johnson  Old  Style.  18  Point  Barta  Border  No.  247. 


Finely  printed  circulars 
pay,  and  the  higher  the  grade  of  printed 
matter  the  more  profitable  it  is.  Never  use  the  flyer  and  handbill.  Give  people  ad- 
vice on  the  care  of  jewelry,  watches,  and  clocks.  Issue  a little  booklet  of  practical 
information.  Become  the  local  authority  on  watches 


U 

a 


1 X 

Vou  need  a Clock 


# 


Out  of 
Spoons 


Plate  No.  5. — Set  in  Bradley.  8 Point  Florentine  Border  No.  227. 


Plate  No.  6.  — Set  in  Satanick. 
Laurel  Border  No.  2. 


6 Point 


866 


FOWLER’S  PUBLICITY 


a n d jewelry. 
Make  the  wom- 
an who  wears 
one  ring  wear 
two  rings. 

Convince  the 
man  who  finds 
fault  with  his 
boy  because 
his  boy  is  late, 
that  the  best 
thing  for  the 
boy  is  a watch. 
The  man  who 
has  his  watch 
cleaned  every  twentieth  of  a century  can  be  made 
to  bring  you  his  watch  ever}"  year.  You  can  be- 
come a business  philanthropist.  You  can  make 
people  prompt.  You  can  make  their  eyes  see 
clearer.  You  can  teach  them  to  admire  the  beauti- 
ful. The  world  of  art  is  at  your  disposal. 


The  New  Year 

AT 

DRAKE’S 

JEWELRY  STORE 

To  keep  our  stock  perfectly  bright 
and  free  from  styles  which  are 
gradually  going  out  of  date,  we 
have  decided  to  add  a new  feature, 

Plate  No.  7. — Reproduction  of  a well-set,  but 
not  well-worded,  advertisement.  Not  “the  new 
year  ” but  what  is  new  in  the  new  year  should  be 
advertised. 


Plate  No.  8. — A good  heading  for  the  advertiser 
in  Plate  No.  7.  Set  in  Howland.  24  Point  Collins 
Border  No.  189. 


Music 


“ Music  is  love  hunting  for  a word  ” 


I IE  buyers  of  pianos,  organs,  and  other  luusieal  instruments,  and  of 
sheet  music,  come  from  the  av'crage  people  who  handle  music  as  they 
bake  bread  or  run  a lawn  mower.  Music,  and  all  that  pertains  to  it, 
must  be  advertised  as  a commercial  commodity;  it  is  seldom  that  the 
refinement  of  ethical  lines  pays.  A certain  amount  of  advertising  must 
be  done  to  reach  real  musicians,  because  even  though  there  may  not  be  enough  of 
them  to  support  you,  their  influence  in  your  favor  is  invaluable  to  you.  You  have  a 
piano  to  sell.  For 
your  common  ad- 
vertising pick  out 
the  points  concern- 
ing that  piano 
which  directly  ap- 
peal to  the  ma- 
jority of  your  cus- 

Plate  No.  I. — An  effective  headline.  Set  in  Bradley.  12  Point  Laurel  Border  No.  2. 

tomers. 

No  matter  if  the  outside  finish  has  nothing  whatever  to  do  with  the  inside  quality, 
advertise  the  finish  if  people  want  it.  As  most  pianos  are  advertised  as  “ of  unequaled 
tone,”  and  of  the  “sweetest  of  musical  purity,”  it  might  be  well  for  you  to  strike 
out  boldly  in  some  other  direction,  and  not  to  follow  the  hackneyed  expressions  of 
other  advertisers. 

Deny  it  if  you  will,  but  the  durability  of  a piano  or  an  organ  is  considered  as 
seriously  — if  not  more  so  — as  the  quality  of  its  musical  tone. 


Quality  Tones  j 

Plate  No.  2. — A general  headline  applying  to  all  musical  instruments.  Set  in  De  Vinne.  12  Point  Border  No.  1201. 

867 


868 


FOWLER’S  PUBLICITY 


Testimonials  are  absolutely  essential  in  the  advertising  of  musical  instruments.  Ad- 
vertise one  at  a time,  and  the  next  time  advertise  another  one. 

Comparatively  few  people  realize  the  home- 
brightening  advantages  of  a piano  or  an  organ, 
and  your  advertising  must  be  educational  as 
well  as  of  direct  selling  quality. 

The  instalment  plan  of  selling  these  instru- 
ments opens  a field  of  extensive  publicit}-,  and 
justifies  even  sensational  methods. 

As  nearl}'  all  musical  instruments  look  alike 
in  the  newspaper  illustrations  of  them,  cuts  are 
not  recommended,  except  in  the  circular  or 
catalogue. 

The  catalogue  should  never  be  circulated 
promiscuously;  it  should  be  sent  out  only  by 
request,  but  an  eflbrt  should  be  made  to  make 
people  request  it. 

It  is  suggested  that  one  of  the  best  methods 
of  advertising  musical  instruments  is  to  engage 
the  services  of  some  good  musician,  and  ex- 
tensively advertise  a recital  at  your  warerooms 
or  in  some  hall,  at  stated  intervals. 

It  is  better  to  limit  the  attendance,  and  to 
admit  no  one  without  a ticket,  requiring  the 
people  to  call  or  send  to  3'our  office  for  the 
information.  Avoid  technicalities  in  3’our  advertisements.  Never  say  an^’thing 
which  the  average  public  cannot  understand.  INIusic  is  largely  sold  by  the  jingle  of 
it.  It  is  your  business  to  make  the  airs  you  sell  popular  locall}’.  It  pays  to  announce 
that  some  vocalist 
one  of  the  pieces 


you 

sell,  but  if  local  talent 
is  using  it,  the  opportu- 
nity for  advertising  is 
much  increased. 


Home-Music 


The  printing  of  the  first 
stanza  of  a popular  song 
in  the  local  papers  may 
make  people  desire  to 
know  the  other  stanzas.  Musical  advertising  should  not  be  transient,  and  the  adver- 
tisement in  the  local  newspaper  should  seldom  be  less  than  four  inches. 


Plate  No.  4. — An  excellent  heading  for  sheet  music  advertising.  Set  in  Johnson  Old 
Style.  24  Point  Collins  Itand  No.  217. 


Printers 


“ Setters  of  civilization  ” 


VERY  department  of  this  book  is  directly  interesting  to  printers,  but 
courtesy  suggests  tliat  this  trade  of  all  trades  be  individually  considered 
under  its  own  title.  The  fact  that  comparatively  few  printers  adver- 
tise in  the  newspapers  or  use  any  other  stated  method  of  publicity  is 
not  svifficient  ground  for  the  substantiating  of  any  claim  that  the  busi- 
ness which  makes  business  should  not  advertise  for  business.  The  printer  is  a busi- 
ness man,  and  the  work  of  his  shop  is  as  much  a commodity  as  salt  or  the  cooking 


Plate  No.  i. — Set  in  Howland.  Combination  Border  Series  No.  96. 


stove.  The  printer  who  advises  everyone  to  spread  his  bread  with  printer’s  ink  can 
grow  fat  on  the  same  diet.  The  conventional  printer’s  method  of  advertising,  usually 
confined  to  a long,  wordy  circular,  or  a calendar,  undoubtedly  does  good,  but  this 

869 


870 


FOWLER’S  PUBLICITY 


advertising  sliould  be  supplemented  with  the  same  kind  of  publicity  that  made  other 
concerns  prosperous. 

Besides  advertising  that  he  is  a printer,  he  should  announce  each  class  of  work, 
as  billheads,  catalogues,  cards,  circulars,  invitations,  posters,  and  booklets. 
Occasionally  announce  promptness,  qualit}',  and  artistic  display. 

Illustrated  work  needs  considerable  advertising.  The  public  should  be  impressed 


Pi.ATE  No.  2. — Set  in  De  Vinne  Open.  Combination  Border  Series  No.  94. 


with  the  facilities  for  doing  this  class  of  printing.  Many  a business  man  does  not 
realize  that  he  is  in  need  of  printing  until  the  advertisement  tells  him  so,  and  the  en- 
terprising printer  who  advertises  will  not  only  obtain  the  bulk  of  the  work  that  is 
ready  for  the  printer,  but  will  create  new  work  by  making  people  use  more 
printing. 

One  can  be  a general  printer,  and  yet  be  known  as  a specialist. 


I’KIN'i’KRS 


87 1 

C()nst:inll\’  send 
out  little  advertise- 
ments illustrating 
some  particular  st}'lc 
of  paper,  t3’pc,  or  ink. 
It  is  well  to  establish 
a regular  system  of 
mailing  booklets  or 
cards  to  a selected 
list,  each  article  rep- 
resenting what  there  is  new  and  progressive  in  the  art.  If  one  issues  a calendar 
one  }-ear,  and  finds  it  pays,  keep  it  up,  for  those  who  have  learned  to  appreciate  the 


Printers  of  Style 


Tlate  No.  3. — A line  worth  using.  Set  in  Bradley.  24  Point  Collins  Border  No.  189. 


Desirable  Designers 


Plate  No.  4. — Can  be  occasionally  used.  Set  in  Jenson  Old  Style.  Nonpareil  Border  No.  216  doubled. 

calendar  should  not  be  permitted  to  forget  the  sender  by  the  absence  of  it.  It  is  the 
printer’s  business  to  advise  the  customer,  and  to  produce  a result  that  will  be 


Printers  of  Everything 


mutually  profit- 
able. 

As  long  as  he 
lives  by  preaching 
good  printing  and 
good  advertising 

to  others  he  must  plate  No.  5. — An  excellent  catch-Une.  Set  in  Howland.  6 Point  Laurel  Border  No.  2. 

practice  his  own  doctrine,  for  the  man  who  is  not  willing  to  do  as  he  asks  others  to 
do  may  not  alwa3’s  find  a willing  audience.  Illustrations  adaptable  to  this  department 
will  be  found  throughout  the  book. 


Perpetual  Promptness 


|5 


'll 


Plate  No.  6. — .4n  effective  expression.  Set  in  Taylor  Gothic.  12  Point  Border  No.  1208. 


Printing 

To  folks  who  live  on  printer’s  ink” 


LL  there  is  in  the  development  of  the  world  of  literature,  art,  science, 
and  business  began  and  is  fed  and  protected  by  the  invention  of 
Gutenberg.  If  there  had  been  no  type,  there  would  have  been  nothing 
but  a continuous  and  never  advancing  repetition  of  dark  civilization. 
The  music  of  the  types  is  the  still,  small  voice  that  connects  all  the 
good  and  makes  the  good  better,  and  exposes  all  the  bad  and  makes  it  easier  to 
handle.  Every  printed  page,  whether  from  the  encyclopedia  or  only  a handbill,  is  a 
monument  to  the  inventor  of  a method  of  dispensing  civilization.  One  ma}'  eat 
without  tables,  sit  without  chairs,  trade  without  counters,  or  ride  without  horses,  but 
no  line  of  business,  no  kind  of  societ}’,  and  no  form  of  education  can  begin  or  be  con- 
ducted without  the  use  of  type  and  ink.  The  last  quarter  of  a century  has  changed 
the  face  of  printing,  and  the  way  of  doing  it.  Where  there  were  two  faces  of  t\'pe, 
to-day  there  are  a hundred.  Where  there  were  a few  power  presses,  now  there  is 
perfecting  machinery  running  at  lightning  speed.  The  paper  that  used  to  be  printed 
at  a thousand  an  hour  is  now  run  off  fifty  times  as  fast,  and  pasted  and  folded  b}’  the 
machine  that  prints  it.  Type-setting  machines  and  machines  that  make  type  are  in 
every  large  office,  and  the  old  refrain,  The  click,  click,  click  of  the  type  in  the 
stick,’’  is  merging  into  the  new  jingle,  “The  drop,  drop,  drop  of  the  type  in  the  slot.” 
Large  books  and  catalogues  should  be  printed  in  extensive  printing  establishments. 
II  igh-grade  catalogue  work,  and  cut  work  of  the  better  class,  should  always  be  given 
to  those  printers  who  use  the  most  improved  printing  machiner}',  and  have  men 
trained  for  the  handling  of  the  best  grade  of  work.  All  catalogue  and  book  work 
should  be  electrot3'ped.  The  typographical  appearance  must  be  in  harmony,  and  in 
styles  of  faces  which  will  harmonize  together  and  will  not  lead  to  one  line  interfering 
with  the  clearness  of  the  other.  Simplicity  of  printed  matter  is  true  art,  and  is  to  be 
invariably  encouraged.  The  fewer  t3’pographical  styles  in  any  one  job,  the  more 
artistic  and  efi'ective  it  will  be.  The  use  of  one  series  oft3'pe  in  its  several  sizes  pro- 
duces t3’pographical  harmon3’.  Printed  matter  is  to  be  read,  and  whatever  else  it  is, 
it  must  be  so  arranged  that  the  reader  will  have  no  difficult3’  in  reading  it.  Use  no 
elaborate  design,  or  fanc3'  t3^pe,  or  anything  else,  t3'pographicallv,  except  that  which 
will  add  beauty  without  detracting  from  legibility.  Throughout  the  book  are 
examples  of  printed  matter. 


872 


Railroads 


“ The  race  of  the  iron  horse  ” 


The  Train  of  Sense 

'■O’^O'''O'^C>'C^'O'^CyO''O''O'^vyCVCyO''CVO'^CV0>'^0>'^0’'^O'^O'^0''Q>^CVO''O'^CyO'^CVO''C>'0 

Plate  No.  i. — A catch-line  which  can  be  used  occasionally.  Set  in  De  Vinne.  9 Point  Con- 
tour Border  No.  2S0. 


i|T  has  been  said  tliat  railroad  advertisers  seem  not  to  consider  that 
which  they  have  to  advertise  as  ordinary  business  commodities.  It 
would  seem  to  be  self-evident  that  the  use  of  the  passenger  or  freight 
ear  was  in  every  commercial  and  advertising  sense  a commodity  as 
much  as  soap,  dour,  or  cloth.  The  railroad  has  something  to  sell,  and 
it  is  its  business  to  sell  that  something  at  the  maximum  of  legitimate  profit.  The 
printing  of  a time-table  is  all  right,  because  when  a train  goes,  where  it  goes  to,  and 

when  it  may  be  expected 
to  get  there,  constitute 
information  the  public 
has  a right  to  demand; 
without  the  giving  of 
this  data  no  railroad 
could  exist. 

The  public  is  no  longer  composed  entirely  of  fools,  and  the  day  has  gone  by  when 
any  road  can  successfully  advertise  that  it  has  the  onl}'  line  between  A and  B,  and 
then  in  the  smallest  possible  type  add,  With  Blankers’  Cars,”  or  “ Via  Lonely 
Junction.”  People  nowadays  do  not  care  much  about  the  “ Great  Original,  Exclusive, 
and  Only.”  They  are  suspicious  of  a line  which  seems  to  be  absolutely  without  com- 
petition. What  the  people  want  is  something 
for  their  money,  and  they  do  not  care  about 
anything  but  a full  or  extra  return  for  their 
cash. 

The  fact  that  hard  coal  is  burned  is  a strong 
point,  and  should  be  properly  advertised.  If 
the  railroad  has  a double  track  it  is  better  to 
advertise  that  point  extensively.  If  the  road  is 
run  by  the  Block  System,  assure  the  people  of 
the  safety  given. 

Make  it  a point  to  advertise  any  special  ad- 
vantage like  “ Quick  Time,”  “ No  Delays,” 

“ Sure  Connections,”  “ Rock  Ballasted  Track,” 

873 


^AAAAAAAAAAAAAAAAAAAAy 

◄ ► 

◄ 

◄ 

◄ 


◄ 

◄ 

◄ 

◄ 

◄ 

◄ 

◄ 

◄ 

◄ 

◄ 


For  Bemouth 
And  Everywhere 
In  Virginia 
1 T Hours  by  Rail 


At  2 P.  M.  from  Broad  Depot 


► 

► 

► 

► 

► 

► 

► 

► 

► 

► 

► 

► 


Plate  No.  2.  — Set  In  Howland, 
der  No.  2. 


Barta  Original  Bor- 


874 


FOWLER’S  PUBLICITY 


“ Absence  ol' 
Luxnri()usl^' 


Curves,”  Lack  ol  Accidents.’’  Do  not  everlastingly  talk  about 
Furnished  Coaches,’’  ‘‘  INIeals  With  All  The  Delicacies  of  The 
Season,”  and  other  similar  things  wdiich  all  other 
roads  claim  whether  they  have  them  or  not. 

The  peevdiarity  of  the  human  mind,  or  rather 
stomach,  is  that  it  is  more  interested  in  a state- 
ment that  there  will  be  trout  for  dinner,  than  in 
any  wordy  harangue  on  generalities. 

Do  not  continuously  advertise  scenery,  beautiful 
scenery,  or  views  as  “ Superb  ” only.  A line 
like  “43  Towns  in  Full  View”  means  43  towns. 


NORTH-SHORE 
- - RAILROAD-- 

COM.MENXING  JAX.  1,  1897. 

Train.s  leave  as  follow.s  : 

GOING  EAST. 

10.15  a.  m. — St.  Louis  Express.  Daily.  Stops  at 
Utica,  Frankfort,  Canajoliarie,  Rotterdam 
Junction,  Ravena,  Voorheesville. 

11.30  a.  m.— Boston  and  New  York  Express.  Daily. 
Stops  at  Canastota,  Utica,  Frankfort,  Fultoh- 
ville,  Rotterdam  Junction,  Ravena. 


Plate  No.  3. — Reproduction  of  the  better  class  and 
common  railway  time-table  advertising.  To  save  space 
the  advertisement  is  not  given  in  its  completeness, 
which  is  not  necessary,  as  more  of  it  would  be  substan- 
tially a repetition.  Single  Rule  Border. 


r 

s 


1 


but  an  expression  like  ‘‘  A Magnihcent  Panorama 
of  Glorious  Scenery  ” may  refer  to  swamps  and 
stumps.  There  are  altogether  too  many  general- 
ities in  railroad  advertising.  Pick  out  point  by  point,  and  use  but  one  point  at  a 
time.  True,  the  name  of  the  road  is  impor- 
tant, and  most  people  may  know  that  the 
A.  & B.  R.  R.  goes  to  Blank  Cit}’,  but  all 
those  people  and  those  who  do  not  know 
will  be  attracted  by  a line  which  says,  “ 40 
Hours  to  Blank  City.” 

The  average  railroad  book  contains  less 
information  than  the  usual  extravaganza. 

There  are  pictures  in  it,  and  there  should 
be,  and  the  more  pictures  the  better,  but 
the  text  is  simply  abominable. 

Some  alleged  literary  man,  who  is  a jug- 
ler  of  words  and  not  a eompounder  of 


to 

sense 


, is  engaged. 


lie  mixes  the  scener}-,  the  time-tables,  the 
food,  the  cars,  and  everything  into  a perfect 
jumble,  all  of  it  dotted  with  quotations  adapt- 
able to  nearly  all  conditions.  This  writer 
describes  impossible  sunsets,  and  fairly 
revels  in  adjectives  which  by  their  super- 
abundance annihilate  each  other. 

Ever^’thing  to  him  is  superlative,  and  if 
the  reader  believes  it  he  will  wonder  how 
the  other  roads  exist.  This 
form  of  railroad  book 


writing 


cxagstinited 

00 

disofusts  the 


North  Shore  R.  R. 

Two 

Great 

Trains 

To  the  East 


10.15  a.  m.  St.  Louis  Express.  The  train  of 
comfort,  speed,  and  scenery.  Kuns 
daily.  Stops  at | 

11.30  a.  in.  Boston  & New  York  Quick  train.  1 
Good  enough  for  extra  fare,  but  | 
no  extra  fare.  Kuns  daily.  Stops  I 
at X 

■ III—  Ml  III  Ml  I- III  —HI  I 

Plate  No.  4. — One  way  of  re-writing  and  re-setting  the  mat- 
ter in  Plate  No.  i.  This  advertisement  simply  shows  style  and 
arrangement,  and  is  not  complete.  The  equipment  of  the  train 
should  invariably  be  given.  Set  in  Howland  and  Roman.  6 
Point  Florentine  Border  No.  169. 


I 

L 


reader.  Legends,  reproductions  of  poems,  and  aerial  llights  ot  imagination  too  light 
to  stay  on  earth,  all  read  well, — but  their  place  is  somewhere  else.  What  the 


RAILROADS 


«75 


Plate  No.  5.  — An  effective  line.  Set  in  Howland  Open.  24  Point  Newspaper  Border  No.  5. 


traveler  wants  to  know  is  how  long  it  will  take  him  to  go  from  point  to  point,  what 
he  will  see  on  the  road,  how  he  will  be  treated  inside  and  outside,  and  what  are  the 
speeial  advantages, — all  with  brief  descriptions  of  passing  scenery.  A statement 
that  INIoimt  Blank  is  6,742  feet  high;  that  an  area  of  150  square  miles  can  be  seen 
from  the  top;  that  the  fare  from  Blankville  there  is  $7.65;  that  he  can  leave  at  seven. 


I 50  Miles  an  Hour  | 

Plate  No.  6. — A conventional,  yet  effective  line.  Set  in  Gothic  No.  6.  12  Point  Laurel  Border  No.  2. 


get  there  at  one 


and  get  back  again  the  same  night,  and  have  a filling  dinner  for  a 
dollar,  — are  all  worth  more  to  him  than  what  all  the  poets  in  the  world  said  about 
this  famous  mountain. 

Time-tables  should  be  made  so  that  a professional  education  is  not  necessary  to 
understand  them.  Avoid  such  expressions  as,  “ Leave  for  Blanktown.”  It  is  better 
to  say,  Leave  Blankville  for  Blanktown.”  Universal  custom  must  be  followed, 
for  time-tables  at  the  best  are  hard  enough  to  understand,  and  any  departure  from 
the  accepted  rule,  unless  extremely  simple,  will 
cause  confusion.  The  traveler  who  gets  left  may 
take  some  other  line. 


Restful  Berths  ^ 

' You  can  sleep  in  our  sleepers  ^ 

^ 

Plate  No.  7. — It  is  a good  plan  to  occasionally  speak  of  the  equipment. 
Set  in  Jenson  Old  Style.  Bird  Border  No.  267. 


On  Time 
Trains 


if’ 


w 

% 

if 

ife 


Plate  No.  8. — A good  line  to  use  frequently  if  the 
train  is  on  time.  Set  in  Howland.  Combination  Dragon 
Border  No.  27. 


876 


FOWLER’S  PUBLICITY 


The  railway  employe  is  asked  all  the  fool  questions  that  can  be  manufactured,  and 
his  patience  is  tried  to  the  breaking  strain ; but  so  long  as  politeness  is  a railroad  com- 
modity it  must  exist  even  in  the  face  of  violent  provocation  to  anger.  No  matter  if 


the  passenger  asks  what  time  the  ten  o’clock  train  leaves.  The  railroad  wants  her 
money,  and  she  may  have  fifteen  nieces  who  can  be  made  to  travel  over  the  oppo- 
sition line.  People  away  from  home  are  more  or  less  confused,  and  confusion  is  an 
excuse. 

Men  and  women  tourists,  almost  to  an  individual,  will  agree  that  the  average 
ticket  agent  is  by  nature  or  education  the  most  impolite  of  men.  Because  he  does 
not  own  the  road,  and  has  a little  power,  he  attempts  to  impress  every  one  with  the 
magnitude  of  his  position.  He  simply  condescends  to  sell  a ticket,  and  allows  him- 
self to  favor  the  passenger. 

The  passenger  is  the  customer,  and  the  railroad  is  under  obligations  to  eveiy  one 
who  buys  a ticket  and  sends  a pound  of  freight. 

The  most  successful  stores  are  those  in  which  politeness,  courtesy,  liberality,  and 
consideration  are  a part  of  the  conduct  of  business,  and  there  is  no  sensible  reason 
why  railroads  should  be  exempt  from  the  necessity  of  treating  every  one  as  a cus- 
tomer. The  writer  generally  travels  between  two  points  over  one  of  the  smaller  roads, 
and  without  any  personal  interest  in  the  matter,  recommends  that  road  to  every  one 


50  Miles  of  Scenery 


Plate  No.  10. — A conventional  but  fairly  good  headline.  Set  in  Johnson  Old  Style.  18  Point  Collins  Border 
No.  221. 


of  his  friends.  A larger  and  perhaps  better  equipped  railroad  makes  equally  good 
time  and  runs  as  frequently,  but  the  smaller  road  employs  gentlemen  as  brakemen, 
conductors,  waiters,  and  stewards. 


RAILROADS 


H77 

There  is  on  this  road  a spirit  of  eordiality,  and  ai')parent  etfort  to  make  everything 
pleasant,  and  a willin<i;'ness  to  redress  just  g'rie\  anees. 

Tliis  smaller  road  sa}’s  “ Thank  you  ” when  you  buy  a tieket,  and  the  lar<^er  road 
expeets  you  to  thank  them  when  you  get  3a)ur  change  back. 

The  cmplo3’e  of  the  railroad,  more  than  the  president,  represents  the  railroad  to  the 
passenger,  and  a Chesterfield  otlicial  in  a high  place  is  worthless  unless  those  under 


Plate  No.  ii. — While  all  the  railroads  are  advertising  dining  cars  it  might  be  well  to  occasionally  de- 
part from  the  dignified  into  the  semi-dignified.  Set  ih  Taylor  Gothic.  Nonpareil  Border  No.  203. 


him  arc  as  courteous  as  he  is.  True,  courtesy  on  the  part  of  the  passenger  is  as  com- 
mendable as  courtesy  on  the  part  of  the  railroad  official,  but  the  railroad  must  not 
forget  that  he  who  asks  for  patronage  must  be  subservient  to  him  who  patronizes. 
Every  method  of  advertising  is  applicable  to  railroad  publicity. 

A further  discussion  of  railroad  advertising  is  found  in  Departments  entitled 
“ Excursion  Advertising,”  “Recreation,”  and  “Water  Transportation.” 


Real  Estate 

“The  world  is  mine  ” 


HE  real  estate  agent  generally  has  a local  reputation,  and  to  maintain 
it  as  well  as  to  gain  it  in  the  first  place,  he  must  never  allow  his  name 
to  be  absent  from  the  advertising  columns  of  the  local  newspaper.  If 
he  has  nothing  to  sell,  then  he  should  advertise  himself  as  a receiver 
and  distributer  of  the  kind  of  property  he  handles.  This  class  of 

advertising  is  either  of  the  usual  display  char- 
acter or  else  in  the  form  of  classified  advertise- 
ments. It  generally  pays  to  use  both  styles. 

In  these  days  of  exaggeration  it  is  more  profit- 
able to  advertise  honestly  than  dishonestl}’,  and 
to  establish  a reputation  for  truth-telling.  If 
there  is  a disadvantage  about  the  property,  speak 
of  it  in  the  advertisement.  The  bad  side  will 
be  turned  outside  anyway,  and  the  confession  of 
it  in  advance  may  disarm  the  worst  of  the  crit- 
icism. If  a house  is  not  on  the  popular  side  of  the  street,  or  the  sun  does  not  shine 
into  it,  say  so  frankly,  and  state  that 
the  price  of  the  rent  is  reduced  in 
consequence. 


C.H.WARREN&CO. 

Real  Estate,  Mortgages 

— and  — 

INSURANCE. 


Orders  taken  for  COAL  at  down  town 
prices  and  promptly  delivered. 


Plate  No.  i. — The  usual  form  of  real  estate  advertis- 
ing. Altogether  too  general. 


0 Home  For  Sale 


Plate  No.  2. — A good  headline.  Set  in  Boston  Roman  No.  3.  Pica 
Border  No.  225. 


In  advertising  a store  or  residence, 
do  not  go  too  much  into  detail.  It 
is  only  necessary  to  state  important 
facts. 

Give  the  public  something  to  think 
about  themselves,  and  do  not  give  so  many  details  as  to  crush  the  desire  to  inspect. 

Do  not  alwavs  sav 


“ House  To  Let,"  or 
“Store  To  Let,”  or 
simply  “ For  Sale. " 
Let  the  headings  be 
specific.  Precede  the 
“ For  Sale  " or  “ To 


>py  Floiiie  To  Let 


Plate  No.  3. — An  excellent  catch-line.  Set  in  Dickinson  Roman  No.  i.  Pica  Border  No.  222. 

87S 


RKAL  KSTATK 


879 


Let  ” statement  by  some 
descriptive  adjective.  “■  A 
Beautil'ul  Residence,’’  or 
A Liyht  Store,’’  means  a 
^ood  deal  more  than  simply 
“ House  For  Sale,”  or 
Store  To  Let.’’  To  ad- 
vertise property  lor  sale  or 
to  let  without  either  telling 
just  where  it  is,  or  in  what 
locality  it  is,  creates  an 
amount  of  useless  correspondence. 


Platk  No.  4. — Rather  long  for  a headline,  but  effective. 
Point  border  No.  5. 


Set  in  Jenson  Old  Style.  18 


To  advertise  property  without  giving  an  idea 
of  what  it  is  worth,  furnishes  a good 
excuse  for  the  reader  to  pass  the  ad- 
vertisement by.  Almost  invariably 
the  price,  at  least  approximately, 
should  be  given. 

Buyers  and  lessees  of  real  estate 
have  a definite  idea  as  to  what  they 
want  to  pay  for  it,  and  are  not  likely 
to  investigate  property  blindly  de- 
Try  to  keep  out  of  the  conventional  rut.  Use  different  adjectives.  It  is 


Plate  No.  5. — Conventional,  but  businesslike. 
18  Point  Border  No.  4. 


Set  in  Caslon  Italic. 


scribed, 
much  brighter  to  say 
“Ten  Pleasant  Rooms” 
than  to  announce  “ Ten 
Rooms.”  If  the  sun 
shines  on  two  sides  of 
the  house,  say  so.  If 
the  rooms  are  large. 


I Home-Land  I 

EI'l  EH 


Plate  No.  6. — Any  mention  of 
No.  209. 


‘home”  is  attractive.  Set  in  Old  Style  Antique.  Pica  Border 


announce  that  fact.  If 
the  store  has  been  used  for  one  trade  for  a number  of  years,  bring  out  that  favorable 
point.  In  these  days  of  sanitary  plumbing  and  other  modern  improvements,  anything 
pertaining  to  convenience  or  health  should  be  mentioned  in  the  advertisement. 


Plate  No.  7. — Not  striking,  but  good.  Set  in  Modern  Antique.  18  Point  Border  No.  6. 


88o 


FOWLER’S  PUBLICITY 


The  city  real  estate 
agent  must  confine  the 
bulk  of  his  advertising  to 
the  classihed  depart- 
ments, and  to  newspaper 
display. 

Plate  No.  8. — Excellent  for  a catch-line.  Set  in  Condensed  Old  Style.  Pica  Border  ^ COUIltry  real  CStatC 

agent  will  use  more  of  the 

display  than  of  the  classihed  style  unless  the  local  newspapers  make  a specialty  of 
classihcation. 

The  suburban  real  estate  agent  must  ex- 
tensively use  the  large  city  dailies  as  well 
as  the  local  papers,  because  the  bulk  of  his 
trade  is  from  the  city. 

The  suburban  agent  must  tell  in  his  ad- 
vertisement the  attractions  of  his  territory; 
in  fact,  a description  of  the  town  and  its 
facilities  is  almost  as  necessary  as  an  outline  of  the  property.  His  advertising  must 
be  educational  to  a large  extent,  and  it  should  be  his  business  to  convince  cit}^  folks 
that  suburban  life  is  healthier,  more  social,  and  far  more  natural  than  the  crowded 

home  in  the  flat  or  citv 
hovise.  The  advertis- 
ing of  flats,  apartments, 
and  residences,  should 
be  very  largely  directed 
to  the  woman.  Where 
the  occupants  of  the 


anccs,  it  is  always  ad- 
visable to  give  information  concerning  the  number  of  trains,  the  fare,  and  the  running 
time.  Mention  of  the  churches,  schools,  libraries,  water,  lights,  markets,  and  other 
necessities  and  conveniences  may  appear  in  the  advertisement,  and  should  always 
be  mentioned  when  these  conditions  are  not  understood.  See  Departments  of  “ In- 
surance ” and  “ Wants,”  and  sub-division  “in  Trades  Speciflcally”  of  “ Auctioneers.” 


property  are  dependent 
upon  local  conve}-- 


Plate  No.  10. — Good  for  any  advertisement  of  a home.  Set  in  Extra  Condensed  No.  2.  Pica 
Border  No.  223. 


Plate  No.  9. — Common,  but  all  right.  Set  in  Johnson  Old 
yle.  Pica  Border  No.  228. 


Plate  No.  ii. — A businesslike  headline.  Set  in  Doric.  Pica  Border  No.  220. 


Recreation 


“ Mix  play  with  work,  and  do  more  work  ” 


this  department  must  be  considered  everything  used  in  sport  and 
ecreation  except  wagons,  carriages,  and  bicycles.  Recreative  articles 
nay  not  be  considered  necessities,  but  the  demand  for  them  and  their 
ise  in  health-building  place  them,  from  an  advertising  point  of  view, 
n the  list  of  regular  commodities.  Implements  of  pleasure  generally 
are  used  during  a specitic  season,  and  the  advertising  of  them  need  not  always  be  for 
the  entire  year,  although  experience  has  proven  that  in  most  cases  it  pa3'S  to  adver- 
tise goods  of  transient  use  when  they  are  not  in  use. 

The  advertising  of  all  recreative  articles  should  continue 
throughout  their  season,  and  for  a time  not  much  less  than 
the  duration  of  the  season  before  the  season  of  use  opens. 

Sportsmen,  and  those  who  enjoy  recreation  — as  distinct 
from  loafing  — are  habitual  readers  of  periodicals,  and  there- 
fore the  newspapers  and  the  publications  of  general  circulation 
constitute  indispensable  mediums  for  the  advertising  of  this 
class  of  goods. 

Generali^"  articles  of  recreation  or  sport  have  some  specific 
or  individual  advantage  which  had  better  be  advertised  in  preference  to  general 
virtues.  The  term  “gun  ” means  very  little.  It  refers  to  all  guns,  and  to  no  gun  in 
particular.  Every  sportsman  has  his  own  particular  preference,  which  ma}^  degen- 
erate into  a hobb}'.  Hobby  or  not,  the  hobby  must  be 
appreciated  in  sporting  goods  advertising. 

It  is  better  to  advertise  what  the  gun  will  do,  and  what 
it  is,  than  to  advertise  the  mere  name  of  it  too  promi- 
nently. Revolvers  should  not  be  advertised  with  guns, 
but  by  themselves,  and  as  articles  of  protection  as  well  as 
of  sport. 

Fishing  tackle  is  one  of  the  few  articles  which  cannot 
be  advertised  continuous!}'. 

Keep  track  of  the  fishing,  and  when  there  is  a run  of 
some  kind  of  fish,  or  some  kind  of  fishing  is  popular,  an- 
nounce tackle  adapted  to  that  particular  fishing. 

S8i 


For  the  ® 

Fish  ® 


Plate  No.  2. — A good  form  of  fishing 
tackle  advertising.  Set  in  Johnson  Old 
Style.  12  Point  Newspaper  Border  No.  75. 


The  bait  they  like,  and 
the  hooks  they  snap 
at,  and  everything  that 
catches  them  easily. 


Plate  No.  i. — Nothing  ori- 
ginal about  this  catch-line  but  it 
is  to  the  point.  Set  in  Howland. 
18  Point  Newspaper  Border  No. 13. 


882 


FOWLER’S  PUBLICITY 


Base-balls  should  be 
advertised  in  general  pub- 
lications and  in  the  news- 
papers located  where 
there  is  room  for  ball 
playing. 

The  fact  that  a certain 
club  uses  the  ball  offers  opportunities  for  extensive  publicit3\  Foot  balls,  and  tennis, 
and  golf  implements  admit  of  general  advertising,  and  of  extensive  local  advertising 
where  there  is  opportunity  for  their  enjoyment. 

Clothing  for  recreative  purposes  can  be  adver- 


Horsc=l1ome 


Plate  No.  3. — A good  line  for  the  heading  of  a regular  boarding  stable  advertisement.  Set 
in  Taylor  Gothic.  6 Point  Newspaper  Border  No.  78. 


Outdoor 


Plate  No.  4. — A good  headline  for  an  advertise- 
ment of  articles  of  recreation.  Set  in  Gothic  Con- 
densed No.  5.  Nonpareil  Border  No.  203. 


tised  very  much  like  sporting  implements. 

Pleasure  boats,  except  large  yachts,  admit  of  a 
reasonable  amount  of  general  advertising,  and  of 
some  local  publicity.  Their  particular  advantages 
should  be  brought  out,  one  at  a time,  and  special 
stress  should  be  laid  upon  the  econom}’  of  running 
and  repairs.  In  the  advertising  of  aity’thing  for  rec- 
reation and  pleasure  purposes,  it  should  always  be 
remembered  that  the  mind  bent  on  pleasure  con- 
siders that  it  has  the  right  to  vacillate  with  ever^^ 
wind,  and  that  the  advertising,  as  well  as  the  goods, 
must  be  adapted  to  the  popular  fanc}'. 

Stables  are  here  considered  because  the  bulk  of 
their  business  comes  from  those  who  ride  for  pleasure  only. 

Advertise  the  comfort  and  style  of  the  vehicles,  and  the  speed  and  safety  of  the 
horses.  If  one  does  a boarding  business,  emphaticall}^  bring  out  the  facts  that  he 
takes  the  best  of  care  of  the  animals,  keeps  them  in  fine  condition,  and  is  always 
prompt  in  the  execution  of 
orders.  The  local  news- 
papers are  decidedly  the 
only  mediums  to  be  used  to 
much  advantage  by  this  class 
of  advertisers.  See  Depart- 
ments entitled  “ Bicycles,” 

“ Excursion  Advertising,  ” 

“ Specimens,”  “ Vehicles.” 


Want  a Boat 


Plate  No.  5. — A headline  adaptable  to  almost  any  kind  of  business.  Set  in  Gothic 
No.  6.  18  Point  Newspaper  Border  No.  20. 


Shoes 


“ The  soles  of  trade  ” 


IIOES  require  eonsitlerable  and  eontinuous  advertising.  Clothing, 
neeessary  articles  of  sustenance,  and  shoes  are  the  three  human 
necessities  of  universal  use,  and  of  continuous  consumption.  True, 
everybody  wears  shoes  and  will  wear  them,  suggesting  a false  and 
yet  apparently  good  excuse  for  limited  shoe  advertising;  but  in  these 
days  of  competition,  constant  change  of  style,  and 
frequent  introduction  of  new  ideas,  the  shoe  seller 
who  would  succeed  must  advertise  to  better  his 
regvdar  trade,  and  to  bring  new  trade. 

Shoes,  clothing,  and  dry  goods  publicit}’  stand 
at  the  head  of  the  list  in  point  of  volume.  Full 
pages  are  frequently  used  by  shoe  dealers,  and  for 
the  advertising  of  shoe  departments. 

The  average  successful  shoe  advertisement  is 
not  less  than  half  a column.  The  conventional 
advertisement  reading,  “John  Blank,  Dealer  in 
Boots,  Shoes,  and  Rubbers,”  keeps  Mr.  Blank’s 
name  before  the  public,  and  informs  folks  what  he 
does  for  a living,  but  there  is  nothing  of  suggestive- 


an 
m e 

Plate  No.  i. — Reproduction  of  a shoe  advertise-  littl 
ment  much  better  than  the  average.  Better  call  it 
the  “ Reader.”  bril 

tomer  to  the  store.  Individuals  seldor 
more  than  one  pair  of  footwear  at  r 
therefore  are  only  interested  in  some 
style. 

The  most  profitable  shoe  advertisi 
which  presents  one  boot,  shoe,  rubber 
to  the  exclusion  of  every  other  style 
forcing  attention  to  the  advantages  of  1 


s 


in  such 
announce- 
n t , and 
e that  will 
ig  a cus- 
n purchase 
i time,  and 
particular 

ng  is  that 
, or  slipper 
and  class, 
:he  article. 


^■Ill  — III  I III  I III!  III  I 

! Reader 

I Shoes 
Of  W ear 


Plate  No.  2. — A better  heading  than  that  of  Plate 
No.  I.  The  descriptive  matter  is  all  right  as  it  is.  Set 
in  Ronaldson.  8 Point  Florentine  Border  No.  170. 


“Rail  Roader” 

IS  A GREAT  SHOE. 

Just  the  thing  for 
Farmers  and  eve- 
rybody out  in  all 
sorts  of  weather. 

“RAIL  ROADER” 

keeps  your  feet  dry. 

“RAIL  ROADER” 

keeps  the  dirt  out. 

“RAIL  ROADER” 

Stands  rough  wear. 

RAIL  ROADER” 

is  strong,  is  serviceable. 

PRICE  $1.50. 


883 


884 


FOWLER’S  PUBLICITY 


It  Whistled  Itself. 


That  was  the  little  boy’d  excuse  when  he  accidently 
whistled  in  school.  Just  so  with  cur  $2,25  men’s 
shoes, 


Theu’re  Selling  Themseli/es. 


Illustrations  should 
never  be  used  un- 
less they  are  adapted 
to  the  paper  and  ink 
of  the  publications 
printing  them,  and 
can  do  the  goods 
justice. 

The  advertising 
must  be  seasonable, 
or  else  of  a bargain 


Plate  No.  3. — Reproduction  of  a very  poor  advertisement, 
dealer  is  foolish  to  advertise  them. 


If  “ they’re  selling  themselves  ” the 


character,  for  bar- 
gains are  always 

seasonable.  Unless  the  store  is  very  conservative,  and  is  catering  to  a high  class  of 
trade,  it  is  well  to  divide  the  advertising  something  as  follows:  First,  one  kind  or 
style  of  shoe  at  a time.  Second,  price.  Third,  durabilitv.  Fourth,  appearance. 
Fifth,  comfort.  Sixth,  fit. 

Each  advertisement  should  carry  the  burden  of  some  distinct  advantage  or  argu- 
ment, that  it  may  concentrate  attention  on  what  it  illustrates. 

The  majoriW  of  people  do  not  realize  that  it  is  economy  to  have  several  pairs  of 
shoes,  and  that  shoes  are  as  much  adapted  to  occasion  as  clothing.  A part  of  the 
advertising  can  be  educational,  and  can 


assist  in 


informing  the 


public  of  the 


Shoe 

Wear 


Long-wear  footwear  — shoes 
of  style  — shoes  of  quality  — 
prices  right  — as  cheap  as 
can  be  — beautiful  new  lines 
for  Easter  — freshest  styles 
— everything  you  and  your 
family  want  — positive  guar- 
antee with  every  pair. 


“1 


For  Our 
Ladies 


Ladies’  Overgaiters,  15 
cents,  25  cents,  and  50 
cents,  and  the  50  cent 
ones  are  all  wool— 


Plate  No.  4. — Matter  in  Plate  No.  3 re-written  and 
re-set.  Set  in  De  Vinne.  6 Point  Florentine  Border 
No.  165. 


Plate  No.  5. — It  is  well  to  address  the  advertisement  to  the  ladies. 
Set  in  Gothic  No.  6.  “ Speaker  ” figures.  24  Point  Collins  Border 

No.  1S9. 


SIIOKS 


885 


diiroreiit  social  uses  of  sliocs.  Acl- 
vertiscinciits  of  water  j^roof,  walking, 
and  other  kinds  of  shoes  are  uener- 
alh’  productive  of  sales,  for  not  one 
half  ol'  the  people  appreciate  the 
necessity  of  having  footwear  adapted 
to  weather  and  other  conditions. 

In  advertising  children’s  shoes, 
wear  is  the  one  great  considera- 
tion to  be  presented.  Especially 
announce  tennis,  yachting,  hunting, 
cycling,  and  other  recreative  foot- 
wear. 

Slippers  are  appropriate  articles 
for  Christmas  publicity.  The  fol- 
lowing headings  are  suggested: 

“ Shoes  for  Everybody,”  “ Shoes  of 
Certainty,”  “ New  Shoes  and  Old  Prices,”  “ Foot  Fitters,”  “ Shoe 


Plate  No.  6. — A good  form  of  Christmas  advertising. 
Open.  18  Point  Barta  Border  No.  241. 


Set  in  Howland 


Tailors,”  ‘‘  Dry 


Feet,  60  cents,”  ‘‘Not  Wet  Feet, 


c5 

tS 

cS 

tS 

tS 

?? 

?? 


Shoes  of 
Honesty 

My  $3  men’s  shoe  isn’t 
worth  $5— if  it  was  I would 
get  $5  for  it— look  out  for 
the  man  who  says  he  gives 
you  twice  your  money’s 
worth — he’s  either  a fool 
or  a liar— my  $3  shoe  is  as 
good  a shoe  as  can  be  made 
for  the  money — it’s  honest 
all  over — 


cS 

tS 

?3 


“ Shoes  for  Snow,”  “ Experts  in  Fitting,”  “ Shoes 
of  Comfort,”  “ Shoes  of  Style,”  “Your  Shoer,” 
“ Shoers  of  Men,”  “Are  Your  Soles  on  Earth,” 
“Sole  Menders,”  “Comfortable  Feet,”  “Easy 
Fits,”  “ Fit,  Not  Misfit,”  “ Shoe  Sense,”  “ Re- 
pairs That  Last,”  “ Longevity  Soles,”  “ Foot 
Comfort.” 

See  Department  “ Specimens.” 


»iii^— III  III- 


Plate  No.  7. — .\n  honest  form  of  successful  ad- 
vertising. Set  in  Howland.  8 Point  Contour  Border 
No.  256. 


i 

L. 


Comfortable 
Children 
For  75  Cents 

Children's  Strap  Sandals — beautifully 
made — stylish — great  comfort — patent 
leather  or  tan — please  children  and 
parents — 


1 


! 


Plate  Xo.  8. — An  excellent  form  of  shoe  advertising. 
Gothic.  6 Point  Florentine  Border  No.  169. 


Set  in  Taylor 


T ailors 


“ Sometimes  the  tailor  makes  the  man 


Eg 

CSI 

E3 

Ea 

iiia 


N this  department  must  be  considered  the  regular  high-priced  and 
medium-priced  tailors,  and  not  those  who  succeed  by  sensational 
methods  of  advertising,  and  b}'  sometimes  reducing  the  price  of  cus- 
tom-made below  that  of  ready-made  clothing.  What  is  said  in  the 
department  entitled  Clothing  ” directly  applies  to  the  sensational 

tailor.  The  tailor  is  a 
sort  of  a cross  between 
the  professional  and  the 
business  man,  and  he  is 
supposed  to  coniine  his 


E3  E3 


Originators  of  Fashion 


E3 

ta 

E3 

L^a 

E3 

ta 


advertising  to  a com- 
promise between  a pro- 


E3E3E3E3E3E3E3E3E3EgE3E3E3E3E3E3E3E3r.3E3E3E3E3E3r3 
&aiL:a£a£ak^at;aki:aitaib:atLa£aiE;aie;a£ak^aL:aib:ak;at;at:at;ab:ak:a£ak:a 

Plate  No.  i. — A dignified  heading.  Set  in  Howland.  Pica  Border  No.  209. 

gressive  business  style  and  the  ethical  methods  of  the  professions.  The  class  of 
people  who  depend  entirely  upon  custom-make,  and  who  will  not  order  a suit  at  less 
than  thirty  dollars,  do  not  care  to  patronize  the  tailor  who  advertises  price  more  than 
lit  and  quality. 

The  tailor  needs  to  be  a continuous  advertiser,  but  his  advertisements  can  vary  in 
size,  the  larger  space  being  used  preceding  and  during  the  season. 

The  conventional  tailor’s  advertisement,  giving  his  name,  his  business  title,  and  his 
address,  certainly  can  do  no  harm,  and  will  probably  do  some  good,  but  the  tailor, 


Plate  No.  2. — Another  good  catch-line.  Set  in  Howland  Open.  36  Point  Elzevir  Border  No.  iii. 

8S6 


TAILOKS 


887 


cli^’iiificcl  as  he  nia}'  be,  eaii- 
net  entirel}’  i^nere  j>rogres- 
sive  methods. 

Tlie  profitable  tailoring 
advertisement  advertises  the 
fit,  quality,  or  style  more 
prominently  than  the  mere 
name  and  title. 

The  advertisement  ean  be 
educational,  and  suggest 
and  present  advice  to  the  public.  It  is  always  in  good  taste  to  announce  some  par- 
ticular fabric,  and  to  advertise  any  specialty  of  the  business,  like  the  making  of  outing 
clothes  and  uniforms.  It  is  sug- 
gested that  it  might  be  a good 
plan  for  the  tailor  to  issue  book- 
lets on  the  care  and  etiquette  of 
clothing.  The  tailor  has  no 
business  to  use  flyers  or  circu- 
lars of  any  kind,  and  should  con- 
fine his  advertising  to  the  news- 
paper and  to  the  issuing  of  the 
highest  class  of  printed  matter. 

It  is  not  necessary  to  use  ele- 
gant English,  although  a reason- 
able amount  of  it  is  acceptable. 

The  tailor  never  advertises 
“ pants,”  for  to  him  all  men 
wear  trousers.” 

Refinement  is  essential  in  the 
advertising  as  well  as  in  the 
conduct  of  the  store. 


Extensive 

Tailoring 

Department 

Expert  cutters  and  fitters 
Bush  ^ Bull 


Plate  No.  4. — Matter  in  Plate  No.  3 re-arranged.  Set  in  Johnson  Old  Style 
Italic.  18  Point  Collins  Border  No.  19S. 


m 


$ I fit  the  clothes  to  you  vv 

% ^ M/ 

Not  you  to  the  clothes 

Plate  No.  5. — An  excellent  introductory  paragraph.  Set  in  Johnson  Old  Style.  18  Point  Laurel  Border. 


sv 


V ehicles 


“Wheel  into  line ” 


BLANK  BROTHERS  CO. 


BUILDERS  OF 


N this  department  are  considered  carriages  and  wagons,  but  not 
bicycles.  The  sale  of  vehicles  is  continuous,  notwithstanding  that  a 
large  proportion  of  it  is  limited  to  within  two  months  preceding  the 
riding  season.  The  purchase  of  any  vehicle  is  a matter  of  importance, 
and  comparatively  few  are  bought  until  the  matter  has  been  carefully 
considered.  The  vehicle  bu3’er  purchases  in  his 
mind,  — or  considers  doing  it, — from  a week  to  six 
months  before  he  passes  the  mone^'. 

The  most  profitable  advertising  is  that  which  runs 
throughout  the  ^^ear,  the  size  of  the  advertisement 
sometimes  being  reduced  between  the  seasons,  but 
never  during  one  or  two  months  before  the  seasons. 
It  is  best  to  make  either  the  price  or  some  specific 
advantage  most  prominent  in  the  advertisement. 

ISIan}’  a vehicle  is  purchased  wholly  on  account 
of  some  peculiar  spring  or  hub,  or  other  original 
contrivance.  The  appearance,  the  style,  the  capac- 
durability,  the 


FINE  CARRIAGES 

Among  our  many  patented  Spec- 
ialties the  latest  and  great- 
est novelty  is  the 

RIVERBIHE  CART 

(SUOWM  IN  TUB  CUT.) 

The  Best  Light  Cart  ever  Invented. 
Orders  filled  at  Short  Notice. 

Repairing  promptly  attended  to. 


Plate  No.  i. — Reproduction  of  the  usual  form 
of  vehicle  advertising. 


ity,  the  comfort,  the 
strength,  are  each  sufficient  to  cany  an 
entire  advertisement. 

All  vehicles  of  a class  look  alike  in 
the  illustration  to  the  unsophisticated, 
and  it  is  often  better  to  use  the  space 
for  strong  expressions  in  large  type,  than 
to  fill  it  up  with  an  illustration  which 
stands  for  every  vehicle.  Never  techni- 
cally describe  technical  points,  unless  ad- 
dressing the  trade. 

The  catalogue  may  be  technical,  but 
it  had  better  be  simple,  so  that  eveiy 
reader  can  understand  it. 

The  biyer  cares  little  about  how  a 


n 


Light 

Carts 

The  Riverside  Cart  is  the 
light=weight  of  vehicles  — 
and  it’s  strong. 


Plate  No.  2. — The  special  matter  in  Plate  No.  i re-written  and  re- 
set. Set  in  I)e  Vinne.  Nonpareil  liorder  No.  247. 

88S 


VEHICLES 


889 

vcliiclc  is  made.  His  interest  is  limited  to  the 
appearanee  of  it,  and  to  its  value  t(j  him.  Ho 
not  advertise  two  seated  earriages  in  the  adver- 
tisement that  announces  four,  or  more,  seated 
vehieles.  Ap- 
peal to  the  pub- 
lie  wanting  one 
seat,  and  then 
reach  the  buyers 

wanting  two  seats.  Talk  of  style  at  one  time,  then 
of  comfort,  and  then  of  durability.  The  vehicle 
seller  has  all  outdoors  for  his  field.  Nature  is  with 
him.  lie  can  use  sentiment  as  well  as  fact  in  his 
advertising.  The  advertising  can  be  educational  as 
well  as  direct,  and  it  can  assist  in  making  those  who 
have  no  vehicles  want  them,  and  in  suggesting  to 
those  who  have  old  vehicles  to  buy  newer  and  better 
ones.  In  the  advertising  of  business  vehicles,  dura- 
bility must  be  extensively  brought  out. 

Catalogues  should  never  be  distributed  promis- 
cuously, and  the  advertising  should  be  used  as  a 
means  for  their  circulation. 

Manufacturers  of  vehicles  will  find  it  profitable  to  advertise  in  publications  reach- 
ing the  better  class  of  families,  and  also  in  the  local  newspapers.  See  Departments, 
“ Bicycles,”  and  “ Recreation.” 

THERE  ARE  OTHERS 

BOTH  WHEELS  AND  DEALERS, 

BUT  ” AND  THE  ARE  AL IV A VS 

AHEAD. 

Plate  No.  5. — Reproduction  of  a very  poor  advertisement. 


I Sightly 

i Stylish 
I Sleighs 

wwwwwwwwwwww 

Plate  No.  4. — A good  headline  for  matter  in 
Plate  No.  3.  Set  in  Howland.  Combination 
Dragon  Border  No.  27. 


JOSEPH  TATER  & CO.,  Ltd. 
Smithville,  Mass. 

CARRIAGE  BUILDERS, 

Family  Carriages,  Buggies,  Etc. 

SLEIGHS  IN  THEIR  SEASON 

All  work  grraranteod  as  reprosentetl. 

Plate  No.  3.  — Reproduction  of  another  conven- 
tional carriage  announcement. 


Water  Transportation 

“ On  the  sea  of  trade  ” 


r 


Water  Route  to 

Savannah 


HE  advertising  of  trans- Atlantic  steamships  began  with  the  announce- 
ment of  the  first  vo3’age,  and  this  class  of  publicity  has  shown  less 
change  than  an}^  other,  remaining  to-day  hardly  more  progressive  than 
it  was  at  its  inception.  No  acceptable  explanation  has  ever  been  pre- 
sented excusing  old  style  methods  of  ocean  steamer  advertising.  It  is 
obvious  that  the  ocean  steamer,  so  far  as  advertising  is  concerned,  is  simply  a com- 
modity of  conveyance,  the  transportation  ticket  being  an  advance  receipt  for  mer- 

0/9.  chandise  to  be  delivered:  and  as  it  is  a 

commodity,  no  good  reason  can  be 
produced  for  the  similarity  and  diy- 
ness  of  nearly  all  the  announcements. 
The  printing  of  sailing  dates  is  news 
and  good  advertising,  and  is  essential, 
but  there  should  be  some  matter  tell- 
ing of  accommodation,  suggesting  a 
voj’age,  or  presenting  the  advantages 
and  the  comforts  of  the  trip. 

It  would  seem  as  senseless  to  con- 
fine soap  advertising  to  expressions 
like,  “Jones’s  Soap  Sold  Here,”  as  to  limit  ocean  steamer  announcements  to  mere 
statements  of  sailing  dates.  The  ocean  steamship  is  nothing  more  or  less  than  a 
means  to  an  end,  and  ever^’thing  about  it,  from  the  mattress  in  the  berth  to  the 
promenade  on  deck,  are 
conditions  worth}’  of  adver- 
tising. The  sailing  time, 
the  table,  the  sleeping  ac- 
commodations, the  safety, 
and  everything  else  which 
pertains  to  the  comfort  and 
convenience  of  passengers, 
demands  advertising  recog- 
nition.  The  water  voyage 


Plate  No.  i. — A conventional  heading,  but  one  that  tells  the  story. 
It  should  be  followed  with  descriptive  matter  and  time-table.  Set  in 
De  Vinne.  12  Point  Laurel  Border  No.  2. 


W'  ATK  R 'I'  RAN  S 1 RT  AT  ION 


H()j 


is  almost  alwa\'s  productive  of  rest  aiul  j^ood  health,  combined  with  j-jleasurc;  and 
these  points  should  he  brought  out  in  large  t\  pe  and  emjihatie  exjn-essions.  The  mcjst 

unreasonable  excuse 
the  writer  ever  heard 
lor  u n p r o g r e s s i V e 
trans-Atlantic  ad\'er- 
tising  was  given  him 
personally  by  a high 
official  of  a great  ocean 
compan}'.  This  man, 
presumably  a person 
of  judgment  and  abil- 
it}’,  distinctly  said  that 
the  reason  he  did  not 
believe  in  advertising 
the  commodity  he  had  as  other  commodities  were  advertised,  was  because  if  he  did, 
rival  companies  would  adopt  the  same  methods,  and  his  company  would  be  no 
better  off. 

If  the  argument  of  this  alleged  business  man  is  sound,  then  the  very  foundations  of 
progression  and  every  aggressive  method  of  conducting  business  rest  upon  the  most 
treacherous  of  sinking  sands.  Perhaps  some  of  the  steamship  companies,  even  with 
the  poorest  kind  of  advertising,  have  succeeded,  and  will  continue  to  succeed,  but  as 
long  as  there  is  iron,  steel,  and  wood  to  be  had,  business  sense  suggests  that 
efforts  be  made  to  build  more  steamers  and  to  do  more  business.  The  writer  has 
never  yet  met  a steamship  owner  or  agent  who  objected  to  carrying  more  passengers, 
or  to  building  more  vessels  for  their  accommodation.  Water  transportation  adver- 
tising should  be  educational,  and  of  a strong  suggestive  character.  The  number  of 
passengers  is  simply  unlimited.  If  half  the  people  who  ought  to  sail  on  the  waters 
did  so,  there  would  not  be  half 
enough  steamers  to  carry  one  tenth 
of  them. 

The  time  has  arrived  for  regular 
water  transportation  lines  to  follow 
the  successful  methods  of  other 
business  enterprises  that  profitably 
advertise  their  goods. 

Coastwise  and  other  regular 
passenger  steamers,  running  be- 
tween distinct  ports,  require  adver- 
tising of  a character  similar  to  that 
of  railroads,  with  much  attention  to  the  description  of  scenery,  and  the  comforts  of 
the  trip.  To  the  majority  of  men,  and  to  many  women,  the  short  water  trip  offers 


Prom  land  to  land 

In  6 Days 


Plate  No.  4. — A good  catch-line  fora  trans-Atlantic  steamer  advertisement. 
Set  in  Taylor  Gothic.  18  Point  Collins  Border  No.  200. 


I Tee  Hoturs  of  I 


/O 


Pl.ate  No.  3. — An  effective  catch-line  for  an  ail-day  excursion.  Set  in  De  Vinne  Open.  18  Point 
Barta  Border  No.  241. 


892 


FOWLER’S  PUBLICITY 


Lake  of  Delight 


the  best  and  cheapest  means  of  rest 
and  recreation,  and  it  is  the  business  of 
advertising  not  only  to  tell  what  the 
line  offers,  but  to  create  an  appreciation 
of  the  value  of  short  vacations,  and  the 
rest  of  positive  quiet. 

Lake  steamers  running  regularly 
from  port  to  port  have  many  advei'tis- 
ing  advantages,  particularly  as  com- 
paratively few  people,  except  those  living  near  the  lake,  have  any  idea  of  the  beauty 
of  lake  scener}',  and  the  exhilarating  pleasure  of  an  extended  lake  trip.  Not  one  per- 
son in  a thousand  knows  that  all  the  advantages  of  an  ocean  voyage  can  be  taken  on 
the  steamers  of  the  Great  Lakes,  without  many  of  the  deep  water  anno3’ances. 


Plate  No.  5. — A fairly  good  headline  for  the  advertising  of  a lake 
steamer.  Set  in  Gothic  Condensed  No.  ii.  18  Point  Collins  Border 
No.  igS. 


@ Between  the  Banks  of  Beauty  © 

Plate  No.  6. — .An  excellent  line  for  the  advertising  of  a river  steamer.  Set  in  Ronaldson  Title  Slope.  12  Point  Collins  Bor- 
der No.  202. 

Excursion  steamers  require  advertising  similar  to  that  successful!}"  used  b}"  enter- 
tainment enterprises.  The  excursion  steamer  offers  the  public  a short  and  economical 
trip,  and  it  is  the  business  of  this  class  of  advertising  to  present  all  the  advantages  of 
the  trip  in  the  brightest  of  truthful  colors. 

There  is  no  objection  to  pyrotechnic  advertising  for  excursions  and  to  ever}’  style 
of  honest  sensation.  In  the  advertising  of  every  kind  of  steamer  line,  it  is  often 


A Comfortable  Sail 
To  Old  Point  Comfort 

Home-like  steamers  as  swift  and  as  handsome 
as  a millionaire’s  yacht.  Day-light  dining  saloons 
of  hospitable  attractiveness.  All  the  food  you  want 
from  the  best  there  is  and  cooked  the  best  and 
served  in  club-house  style.  A quarter  of  a mile  of 
deck-walks,  and  awnings,  and  easy  chairs,  and  a 
music  room,  and  all  the  comforts  of  the  shore. 


Plate  No.  7. — Rather  a flowery  advertisement,  but  then  it  tells  the  truth  and  there’s  no  objection  to  a bright, 
easy  way  of  truth-telling.  Set  in  Latin  Antique.  14  Point  Elzevir  Border  No.  106. 


WATKR  TRANSPORTATION 


^93 


iidvisablc  to  jircscnt  the  price,  and  to  give  what 
can  be  had  for  a stated  sum.  Such  expressions 
as  the  following  may  be  of  nse:  — 

“Three  Restful  Days  for  $15,”  “Four  Hun- 
dred Miles  of  Ocean,”  “ Two  Days  and  Three 
Nights  on  the  Water,”  “ Short  Sea  Trips  for 
Business  Men,”  “ A Day  of  Pleasure,”  “ Forty- 
eight  Hours  of  Salt  Air  for  $10,”  “ You  Need 
Rest,”  “ Ride  the  Ocean,”  “ Take  a Sail,”  “ 20 
Miles  of  Scenery,  50  Cents,”  “ The  Gentlemen’s 
Trip,”  “ The  Business  Man’s  Voyage,”  “Three 
Days  of  Healthful  Pleasure,”  “ The  Restful 
Ocean,”  “ Up  and  Down  the  River,”  “ On  the 
Lake  3 Days,”  “ Among  the  Islands,”  “ Skirting 
the  Coast,”  “Moonlight  Joy,”  “Away  From 

Plate  No.  8. — Set  in  Ronaldson  Condensed.  Heavy  BusinCSS,  The  Ocean  S Appetite,  “ BrCCZeS 

Rule  Border.  p a pig^ty  to  Eat,”  “ Pounds  of  Health,” 

“The  Trip  You  Need,”  “Voyage  of  Health,”  “Around  the  World,  $500,”  “Take  a 
Week  From  Business.”  See  Departments,  “Bicycles,”  “ Excursions,”  “ Railroads,” 
“ Recreation,”  and  “Vehicles.” 


vSail  oil  Tuesday, 
home  oil  Thursday; 
sail  on  Friday,  home 
oil  Sunday.  Sleep, 
eat,  rest.  Mighty 
good  time  for  mighty 
little  money. 


I J^oyage  of  Comfort  | 


& 


Plate  No.  g. — Another  effective  headline  for  an  ocean  steamer.  Set  in  Johnson  Old  Style 
Italic.  18  Point  Collins  Border  No.  182. 


Your  Workers 


“ A man  is  judged  by  the  men  who  represent  him  ” 

IIE  writer  knows  a man,  and  a man  of  money  and  intermittent  success, 
who  respects  only  himself,  and  who  tries  to  high-grade  himself  by 
low-grading  his  employes.  He  believes  that  he  is  the  top,  middle, 
and  bottom  of  his  business,  and  that  his  representatives  are  but  dummy 
mirrors  of  himself — mere  parrot-speaking  manikins  of  spinal  marrow 
and  without  brains.  When  he  personally  signs  the  lirm  name  to  a letter  to  a stranger, 
he  does  it  upon  the  finest  of  engraved  letter  paper,  but  when  an  emplo3’e  signs  the  firm 
name,  the  employe  does  it  upon  the  cheapest  quality  of  paper  and  printing.  This 
man  is  a fool,  and  is  now  being  buried  under  an  avalanche  of  competing  sense.  Ilis 
success  was  like  the  flash  in  the  pan,  a big  blaze,  and  one  that  you  see  a long  wa3's, 
but  the  flame  rose  from  surface  oil,  and  there  was  no  oil  at  the  bottom.  You  step 
aboard  the  lightning  express  and  the  brakeman  insults  3^011.  The  brakeman  is  the 
only  representative  on  the  railroad  that  you  come  in  intimate  contact  with  for  this 
trip,  and  113^  the  action  of  that  brakeman  3'ou  judge  the  president,  the  vice-president, 
and  the  entire  board  of  directors.  Because  the  humblest  emplo3’e  anno3"ed  3’ou,  3-011 
and  3-our  friends  and  3-our  freight  go  b3'  another  road.  Your  wife  does  not  like  the 
saleswoman,  and  with  a woman’s  reason  is  opposed  to  the  proprietor  of  the  store,  and 
her  trade  goes  elsewhere. 

You  should  not  judge  the  railroad  by  the  break  the  brakeman  makes,  nor  should 
your  wife  call  the  proprietor  a fool  because  a tired  saleswoman  was  spleen3',  but 
3’ou  do  it,  and  so  does  she  do  it,  and  so  long  as  you  both  do  it,  so  long  must  the  outer 
end  of  business  properly  represent  the  inside  of  it.  What  is,  is,  and  what  will  be, 
will  be,  and  he  who  succeeds  in  business  must  balance  ever3'  part  of  business,  and 
must  have  just  as  perfect  a boy  for  the  office  bo3-  as  he  has  a perfect  bookkeeper  for 
the  bookkeeping. 

People  do  not  see  3^11,  for  they  do  their  business  with  3’our  salesmen  and  other 
representatives,  and  the3'  expect  courtesy  and  decenc3''  from  ever3^  man  thc3'  come  in 
contact  with.  They  will  have  these  things  from  you,  or  you  will  not  have  their 
business. 

An3'  fool  can  be  a gentleman,  and  man3^  a gentleman  is  a fool,  but  it  takes  a man, 
and  a manly  man  too,  to  make  his  emplo37es  good  copies  of  himself,  and  proper 
representatives  of  his  business. 


Calendars 


“ For  every  day,  for  every  week,  for  all  the  year  ” 

ALENDARS  are  e^^rywherc,  — issued  by  everybody,  distributed 
universally.  The  calendar  antedates  nearly  all  other  methods  of 
advertising,  and  its  effectiveness  is  destined  to  live  forever. 

True,  calendar  advertising  is  conventional,  and  most  calendars  are 
like  most  other  calendars,  but  the  calendar,  conventional  or  otherwise, 
plain  or  artistic,  of  one  color  or  ten  colors,  for  the  day,  for  the  week,  for  the  month, 
or  for  the  year,  has  been,  is,  and  always  will  be  the  great  standard  organ  of  letter- 
press  advertising. 

The  business  man,  the  clerk,  the  professional,  the  woman,  the  boy,  the  girl,  any- 
where and  everywhere,  in  business  and  out  of  business,  in  the  shop  or  in  the  home, 
must  have  one  calendar  and  may  have  half  a dozen  calendars. 

Probably  less  than  one  ten-thousandth  of  one  per  cent,  of  the  calendars  used  in 
parlor,  chamber,  office,  and  store  are  paid  for  by  the  owners,  yet  the  effort  made  to 
get  them,  and  their  intrinsic  value,  place  them  as  advertising  mediums,  by  the  side  of 
purchased  periodicals. 

Extravagant  indeed  must  be  the  man  or  the  woman  who  dares  buy  a calendar 
when  from  every  quarter  calendars  that  cost  from  one  cent  to  a dollar  are  theirs  for 
the  asking. 

Years  ago  most  calendars  were  issued  by  insurance  companies  and  printing  houses, 
an  unwritten  law  apparently  giving  them  exclusive  calendar  rights. 

To-day  the  plumber’s  calendar  is  distributed  by  the  same  boy  who  hands  out  the 
calendar  of  the  national  bank,  and  there  are  calendars  for  stable  men,  shoe  men,  drug 
men,  and  all  other  kinds  of  men. 

The  highly  artistic  calendar,  and  one  of  most  elaborate  design,  — provided  the 
calendar  matter  can  be  read, — is  in  many  respects  a better  advertising  medium  than 
the  perfectly  plain  calendar,  if  the  advertiser  desires  to  reach  the  home. 

The  handsome  calendar,  beautifully  ornamented  and  embellished  with  engraved 
pictures  and  colored  views  and  designs,  makes  a place  for  itself,  and  forces  out  less 
beautiful  calendars. 

A calendar  can  be  of  any  cost,  mounted  upon  velvet  and  framed  in  gold,  and  its 
design  can  climb  close  to  the  apex  of  art,  but  the  calendar  must  be  a calendar,  how- 
ever beautiful  may  be  its  surroundings. 


895 


896 


FOWLER’S  PUBLICITY 


SEPTEMBER,  1897 


Suii  Mon  Tiic  Wed  Thu  Fri  Sat 


34 


516171819110111 


12ll3ll4ll5ll6  17118 


19l20l21l22l23l24l25 


26  27  28129  30 


Plate 

calendar. 


No.  I. — A strong,  simple  form  of  monthly 


II  a calendar  cannot  be  read,  it  is  not  a cal- 
endar, and  as  a work  of  art  its  advertising  value 
is  the  same  as  that  of  an}'  other  decorative 
hanger  j and  it  is  worth  rather  less,  because  the 
calendar  injures  the  design,  and  had  better  be 
left  off  altogether. 

When  a calendar  is  issued,  let  it  be  a cal- 
endar, and  make  it  just  as  handsome  — so  long 
as  it  remains  a calendar — as  the  business  and 
conditions  will  warrant. 

A calendar  is  valuable  as  an  advertising  me- 
dium  even  if  it  is  as  plain  as  the  Roman  alpha- 
bet, and  if  it  is  embellished  with  artistic  beauty 
then  it  presents  the  advertiser  with  a twofold 
advertisement. 

Too  much  orig- 
inality in  the  mak- 
ing of  the  calendar 


Plate  No.  2. — Artistic,  and  yet  plain. 
A good  form  to  use  for  high-class  mount- 
ings. 


clock,  intelligible  at  a glance. 


part  of  a calendar  is  to  be  condemned.  A calendar  must 
follow  the  usual  calendar  lines,  so  far  as  the  calendar 
part  is  concerned.  Let  the  artistic  part  be  as  handsome 
as  it  can  be,  and  while  it  is  not  necessary  to  abruptly  sep- 
arate it  from  the  calendar,  the  conventional  style  of  cal- 
endar must  be  preserved. 

The  usual  form  of  monthly  calendar  has  the  days  at  the 
top  and  the  figures  running  from  left  to  right,  and  as 
people  are  used  to  seeing  this  form  there  is  no  excuse 
for  placing  the  days  at  the  left  and  the  figures  to  the  right 
of  them.  A calendar  ought  not  to  require  study.  It  should  be  like  the  face  of  a 

The  figures  need  not  be  in  the  extreme  of  plainness, 
but  they  must  be  distinct,  and  never  should  figures  with 
curls  to  them,  or  fancy  type  be  used.  Be  careful  to  avoid  a 
style  of  figure  in  which  the  nines  and  sixes  look  like  cyphers. 
Either  have  the  calendar  very  handsome  or  very  plain. 

Do  not  spoil  the  simple  efiectiveness  of  a plain  calendar 
by  making  it  partially  artistic,  and  do  not  cheapen  an  artistic 
calendar. 

The  execution  of  the  calendar  should  be  adapted  to  the 
people  it  is  to  reach. 

If  the  calendar  is  for  office  use  only,  it  can  be  plain  or  it 
form Tcafendarot  arlfjtTc  caii  be  artistic,  and  if  it  is  cxclusively  for  home  use,  it  had 

better  be  artistic. 


SEPTEMBER,  1897 


Su. 

Mo. 

Tu. 

We. 

Th. 

Fr. 

Sa. 

I 

2 

3 

4 

5 

6 

7 

8 

9 

10 

II 

12 

13 

14 

15 

16 

17 

18 

19 

20 

21 

22 

23 

24 

25 

26 

27 

28 

29 

30 

CALENDARS 


«97 


'’J'he  cak'iulur  makes  a place  lor  itself,  stands  b}'  it- 
self, and  does  not  interfere  with  or  take  the  place  ot  any 


TE4RLY  QflLENMR,  1897 


other  method  of  advertising. 


hung 


up, 


be 


1897  CALENDAB  , 1897 


The  wall  calendar,  or  the  calendar  to  be 
should  be  of  good  size,  and  the  hgures  mus  _ 

enouirh  to  be  seen  at  a distance  of  six  feet. 

The  best  wall  calendars  are  those  in  which  the  cal- 
endar part  is  in  the  form  of  a monthly  pad,  the  figures 
in  strong  and  distinct  type,  and  the  card  mounting  rep- 
resenting some  striking  picture  or  some  beautiful  design. 
This  style  of  calendar  is  really  in  two  parts,  and  the 
artistic  part  can  be  made  as  beautiful  as  the  best  artist 
can  create. 

A first-class  artist  knows  how  to  produce  a calen- 
dar design  which  has  all  the  real- 
istic effect  of  theatrical  scenery 
with  fine,  beautiful  lines  for  close 
scrutiny. 

Artistic  or  otherwise,  the  wall 
calendar  which  is  the  best  adver- 
tising medium  is  the  calendar 
which  carries  some  strong  and 
prominent  scene  or  figure. 

The  card  calendar  can  be  of  any 
size,  and  should  give  the  entire 
year.  If  very  large,  it  becomes 
a desk  or  wall  calendar;  and  if 
very  small,  it  is  suitable  for  the 


ijy.lH  |g  |h 


JANI'AltV 

1897 

.MLY-1897. 

s 

M 

T 

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T 

F 

s 

: S 

M 

T 

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T 

F 

S 

•>j 

1 

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u 

» 

4 

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H 

91 

i 4 

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1 1 

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81 

1 

FEBIUAKY 

1897. 

AUUUST- 

-1897. 

S 

IVI 

T 

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F 

S 

S 

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T 

F 

s 

, . 

1 

2 

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•2 

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28 

28 

. . 

- • 

- - 

29 

30 

31 

• - 

• • 

- • 

- 

MAKCH 

1897. 

SEPTEMBER- 

1897. 

S 

M 

T 

W 

T 

F 

s 

s 

M 

T 

W 

T 

F 

s 

1 

2 

3 

4 

5 

6 

1 

2 

3 

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7 

8 

1) 

10 

11 

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13 

5 

6 

7 

8 

9 

10 

111 

14 

15 

16 

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18 

19 

20 

12 

13 

14 

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17 

18 

21 

*22 

23 

24 

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27 

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20 

21 

22 

23 

24 

25 

28 

29 

30 

31 

-- 

-- 

-- 

26 

27 

28 

29 

30 

-- 

-• 

APRIL- 

1897. 

OCTOBER 

-1897. 

S 

M 

T 

W 

T 

F 

s 

s 

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T 

W 

T 

F 

S 

1 

2 

4 

5 

6 

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8 

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25 

26 

27 

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29 

30 

. . 

24 

25 

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29 

30 

MAY— 1897. 

NOVEMBER- 

1897. 

S 

M 

T 

W 

T 

F 

S 

s 

M 

T 

W 

T 

F 

S 

3 

i 

5 

Q 

2 

3 

4 

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7 

8 

9 

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12 

13 

9 

10 

11 

12 

13 

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15 

14 

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18 

19 

20 

10 

17 

18 

19 

20 

21 

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26 

27 

23 

24 

25 

26 

27 

28 

29 

28 

29 

30 

. . 

. . 

- • 

• . 

30 

31 

JUNE- 

1897. 

DECEMBER— 

1897. 

S 

M 

T 

W 

T 

F 

S 

s 

IVI 

T 

W 

T 

F 

s 

. . 

. . 

1 

2 

3 

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30 

-- 

-- 

-• 

26 

27 

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29 

30 

31 

25| 

Plate  No.  4. — The  smallest 
size  of  yearly  calendar  advisable 
to  use. 


Plate  No.  5. — An  excellent  form  of  check- 
ing calendar,  as  the  dates  for  each  day  are  in 
perpendicular  lines. 


pocketbook. 

Pocket  calendars  should  be  printed  upon  strong  cardboard,  or  upon  celluloid  or 


other  durable  material. 

Little  monthly  pad  calendars, 
mounted  upon  small  cards,  and 
adapted  to  the  business  and  home 
desk,  should  be  of  simple  artistic 
beauty. 

If  the  calendar  is  to  be  distributed 
over  a large  territory,  avoid  putting 
upon  it  information  concerning  the 
length  of  days  and  the  rising  and  set- 
ting of  sun  and  moon.  The  pad 
calendar,  whether  it  be  monthly. 


898 


FOWLER’S  PUBLICITY 


weekly,  or  daily,  is 

served  if  not  well 
mounted,  and  arranged 
for  hanging  or  stand- 
ing. 

The  daily  pad  cal- 
endar is  expensive,  but 
perhaps  as  effective  — 
if  not  more  so  — as 
any  other,  if  the  ad- 
vertiser can  afford  its 
cost.  The  daily  pad 
should  be  divided  into 
three  distinct  parts,  the  calendar  matter,  the  reading  matter,  and  the  blank  for  memo- 
randa. These  calendars  are  seldom  destroyed,  and  if  the  reading  matter  is  interest- 
ing, the  advertiser  may  be  assured  that  what  he  says  will  reach  the  eye  of  the 
receiver  every  day  in  the  year.  The  matter  upon  the  daily  pad  calendar  should  be 
part  business  and  part  information,  the  information  portion  predominating,  for  the 
reader  would  rather  have  it  that  way;  he  will  read  everything  if  most  of  it  is  infor- 
mation, while  he  may  not  read  anything  if  it  is  all  advertising. 

The  information  can  be  general,  or  it  can  directly  pertain  to  some  one  line  of 
business. 

The  daily  pad  should  be  mounted  so  as  not  to  occupy  much  room,  and  it  should 
present  its  face  to  the  user  at  a convenient  angle. 

The  stand  can  be  of  pasteboard,  wood,  or  metal,  but  if  of  other  material  than  paste- 
board it  is  generally  advisable 
to  obtain  a Post-Office  ruling 
in  advance,  in  order  to  avoid 
the  production  of  a calendar 
which  may  be  rated  as  mer- 
chandise, and  thereby  cost 

Plate  No.  8.—  doublc  the  postagc  Oil  printed 

Small,  but  distinct. 

matter. 

Retail  houses,  and  those  who  do  not  send 
out  more  than  a limited  number  of  calendars, 
can  obtain  a much  better  quality  by  purchas- 
ing from  the  great  variety  of  stock  calendars 
carried  by  calendar  makers  and  lithographers, 
than  by  printing  their  own. 

Large  concerns  issuing  calendars  in  great 

...  ...  ....  Plate  No.  9. — The  common  and  effective  form  of 

editions  prefer  their  own  special  design.  monthly  calendar. 


OCTOBER- 97 

siM'T'w'y  y s 

~ -.72 ..  I 2 
3'  4 5 S 7 8 9 
loii 1213141516 
17 18 192021 2223 
24252627282930 

31 


1897  FEBRUAKT  1897 

Su 

Mo 

Tu 

We 

Th 

Fr 

Sa 

1 

2 

3 

4 

5 

6 

7 

8 

9 

10 

11 

12 

13 

14 

15 

16 

17 

18 

19 

20 

21 

22 

23 

24 

25 

26 

27 

28 

" 

not  likely  to  be  pre- 


1 

1897.  COUNTING  IlOOM  CALENDAR.  1897. 


JANUARY 

MAY 

SEPTEMBER 

s 

M 

T 

W 

T 

F 

s 

s 

T 

W 

T 

F 

s 

s 

M 

T 

W 

T 

F 

s 

1 

1 

2 

2 

121 

1 

244 

1 

245 

O 

246 

3 

247 

4 

3 

3 

4 

4 

5 

5 

6 

0 

7 

4 

8 

8 

9 

9 

122 

2 

123 

3 

124 

4 

125 

5 

126 

G 

127 

7 

128 

8 

248 

5 

249 

G 

250 

7 

251 

8 

252 

9 

253 

10 

254 

11 

10 

10 

11 

11 

12 

12 

13 

13 

14 

14 

15 

15 

16 

IG 

129 

9 

130 

10 

131 

11 

132 

12 

133 

13 

134 

14 

135 

15 

255 

12 

256 

13 

257 

14 

258 

15 

259 

16 

260 

17 

261 

18 

17 

17 

18 

18 

19 

19 

20 

20 

21 

31 

22 

OO 

23 

23 

136 

IG 

137 

17 

138 

18 

139 

19 

140 

20 

141 

21 

142 

22 

262 

19 

263 

20 

264 

31 

265 

OO 

266 

23 

267 

24 

268 

25 

24 

24 

25 

25 

26 

3(> 

27 

27 

28 

28 

29 

29 

30 

30 

143 

23 

144 

24 

145 

25 

146 

26 

147 

27 

148 

28 

149 

29 

269 

26 

270 

27 

271 

28 

272 

29 

273 

30 

• • 

31 

31 

150 

30 

151 

31 

Pl.ate  No.  7. — The  upper  section  of  an  excellent  counting-room  calendar. 


CALENDARS 


H99 


decorative  jiart  of  a ealeiular  may  be  in 
from  one  to  twenty  ]')rintings,  and  in  letter-press 
work,  half-tone  work,  steel  or  copper  engraving, 
or  lithography. 

Lithography  otfers  the  best  means  of  produc- 
ing the  decorative  part  of  a calendar,  and  with 
it,  it  is  possible  to  produce  the  most  unique, 
original,  and  striking  designs,  which  will  not 
only  be  appreciated  when  seen,  but  will  be  re- 
membered. 

The  steel  or  copper  engraved  calendar,  and 
the  one  presenting  an  etching,  are  extremely 
simple  and  artistic,  and  are  recommended  to 
those  who  reach  only  the  better  class  of  women. 

The  introduction  of  water  color  lithography 
opens  a new  field  for  calendar  decoration.  This 
method  presents  an  opportunity  to  reproduce 
in  all  its  natural  beauty,  genuine  water  color 
hand  painting.  Generally  the  less  lettering  on 
a calendar,  the  better  the  calendar  looks,  and 
the  more  prominent  the  lettering. 

Many  a beautiful  colored  view  of  sublime 
scenery,  with  clouds  tipped  with  mellow  light 
from  the  rising  sun,  has  been  ruined  b}^  filling 
the  sunlight,  and  the  deep  blue  sk}',  and  the 
clouds,  with  long  lines  of  irrelevant  lettering. 
A little  modesty  on  the  part  of  the  advertiser, 
and  some  judgment  on  the  part  of  the  artist, 
would  have  let  the  sky  and  the  sunshine  alone, 
and  found  other  room  for  the  advertising. 


January 

20 

Wednesday 

Just  two  years  ago  today  I 
purchased  a Blank  bicycle, 
and  have  ridden  it  just  725 
days  since  that  time,  having 
missed  but  six  days  in  two 
years.  I had  the  bearings 
apart  today  and  they  show 
no  wear  to  speak  of. 

John  W.  Smith,  M.D. 

Battle  Creek,  Mich. 


Plate  No.  io. — A good  form  of  daily  pad  calendar. 
The  space  should  not  be  much  larger  nor  smaller.  At  least 
one  third  of  it  should  always  be  left  for  memoranda.  The 
reading  matter  should  not  be  set  in  type  smaller  than  8 
Point.  The  date  line  can  appear  at  top,  bottom,  or  center. 
This  calendar  is  much  improved  by  printing  the  date  num- 
ber in  red  or  blue. 


The  better  the  calendar  looks,  the  more  chance  of  its  being  preserved,  and  it  is 
certainly  better  to  have  twenty-five  calendars  with  the  name  in  small  letters  hung 
up  than  to  have  one  calendar  in  place  with  the  name  in  bill-poster  type. 

It  is  obvious  that  the  illustrations  in  this  department  must  be  limited  to  the  standard 
calendar  designs,  and  that  they  cannot  include  the  marvels  of  color  and  engraved 
work. 

Type  founders  — and  many  printers  — issue  annual  specimen  sheets  of  calendar 
designs,  and  many  lithographers  carry  stock  pictures  and  other  designs  which  are 
adapted  to  calendar  work. 

Almost  any  printer  can  print  the  calendar  part  of  a calendar,  but  if  the  edition  is  to 
be  large,  it  is  best  to  communicate  with  some  house  which  makes  a specialty  of 
calendar  making. 


Package  Inserts 

“ They  don’t  take  up  any  room  ” 


GOODLY  proportion  of  the  dry  goods  and  department  stores  seem  to 
consider  it  advisable  to  insert  in  each  package  advertising  matter, 
either  concerning  the  store  generally,  or  some  particular  part  of  it. 

This  custom,  which  is  thoroughly  businesslike,  and  has  been  proven 
to  be  profitable,  is  being  followed  by  many  other  establishments,  and 
even  the  confectioner^'  stores  are  sending  with  their  packages  circulars  and  other  ad- 
vertising matter. 

The  circular  costs  very  little,  and  the  expense  of  inserting  it  in  the  package  is  too 
small  to  be  considered. 

Probably  it  would  be  profitable  to  employ  package  inserts  even  if  there  was  a pos- 
sibility of  not  more  than  one  in  twenty-five  being  seen,  and  one  in  fifty  being  read. 

The  package  insert  ought  to  be  brief,  and  its  contents  should  be  specific  and  not 
general.  As  a matter  of  fact,  the  package  insert  is  nothing  more  nor  less  than  a 
regular  newspaper,  or  periodical  advertisement  pi'oduced  in  circular  form,  and  it 
should  follow  the  lines  of  newspaper  advertisement  construction. 

One  of  the  best  methods  of  distributing  booklets  is  through  the  package,  for  if  the 
booklet  is  at  all  attractive  on  the  outside,  and  valuable  on  the  inside,  the  chances  are 
it  will  be  seen  and  read. 

Nearly  every  package  is  opened  by  the  buyer  of  it,  and  the  package,  like  the  news- 
paper, enters  the  inner  chamber;  and  the  contents  of  the  package,  even  to  its  adver- 
tising matter,  are  likely  to  be  inspected  and  carefully  considered. 

Probably  the  best  use  of  circulars  is  in  the  package.  For  their  distribution  this 
way  is  certain,  and  their  waste  circulation  as  small  as  it  is  possible  for  it  to  be. 

The  circular  insert  should  have  a very  striking  and  attractive  heading,  something 
which  will  immediately  gain  the  attention  of  the  package  opener. 

The  insert  should  not  be  jammed,  or  badl}’ folded ; it  should  be  inserted  as  carelully 
as  a letter  is  put  into  an  envelope. 


^OO 


Practical  Opinion 

“ The  majority  is  oftener  right  than  wrong” 


I IE  law  of  averages  is  safer  to  follow  than  the  rule  of  exceptions. 

The  minority  is  sometimes  right — in  uncivilized  lands  more  often 
right  than  wrong — but  in  these  days  of  universal  intelligence,  the 
majority  rule  by  right  of  right  as  well  as  by  right  of  power. 

Ties  of  opinion  in  court,  and  out  of  it,  occur  so  seldom  that  folks 
have  learned  to  expect  a majority,  for  they  almost  always  find  it. 

If  ninety  per  cent,  of  the  advertisers  doing  a general  class  of  business,  and 
following  the  same  general  business  method,  believe  that  one  class  of  advertising 
is  better  than  any  other  class,  that  kind  of  advertising  has  a right  to  claim  superi- 
ority, and  would  have  such  right  if  the  percentage  did  not  so  closely  approach  the 
even  line. 

The  mob,  even  if  in  the  majority,  because  of  its  lack  of  intelligence  or  its  sensa- 
tional methods,  is  generally  wrong,  but  the  advertisers  of  every  civilized  country, 
representing  business  intelligence  and  progression,  have  a right  to  settle  vexed  ques- 
tions for  themselves,  and  when  the}^  have  them  once  settled,  to  consider  that  majority 
opinion  produces  established  conditions. 

The  writer  of  this  book  has  in  the  past  attempted  to  settle  the  vexed  questions  of 
advertising,  not  on  his  own  observation  only,  but  with  the  aid  of  the  experience  of 
advertisers  who  have  earned  the  money  they  spent  in  advertising,  and  therefore  have 
every  reason  to  regard  their  opinions  as  correct. 

In  a former  book,  successfully  out  of  print,  the  writer  called  for  a popular  vote,  and 
received  it. 

The  great  advertisers  so  cordially  cooperated  with  him  in  the  establishment  of  a 
code  of  advertising  law,  that  he  feels  disposed  to  carry  the  subject  further,  that  the 
collective  evidence  may  reestablish  the  recapitulation  of  opinion,  and  broaden  it  out 
by  calling  upon  more  to  vote,  and  by  making  the  questions  more  concise. 

A personal  letter,  accompanied  by  a printed  slip  of  questions  arranged  with  marked 
simplicity,  was  mailed  to  the  great  advertisers  of  the  world. 

A few  advertisers,  for  various  reasons,  did  not  see  fit  to  answer,  and  a few 
more  courteously  replied  stating  that  their  experience  did  not  warrant  them  in 
placing  themselves  upon  record,  in  the  attempt  to  settle  momentous  questions  in 
publicity. 


901 


902 


FOWLER’S  PUBLICITY 


A very  small  number  of  advertisers  did  not  answer,  assuming  that  their  answers 
might  open  business  secrets,  and  give  their  competitors  valuable  points. 

It  is  obvious  that  some  of  the  advertisers  could  not  intelligently  answer  all  the 
questions,  but  their  answers  to  the  remaining  questions  are  given. 

A number  of  small  general  advertisers  were  communicated  with,  for  the  judgment 
of  the  small  advertiser  is  often  as  valuable  as  that  of  one  spending  large  sums  of 
money  annually;  and  in  some  cases  his  opinion  is  more  valuable,  because  the  small 
advertiser  must  be  careful  in  handling  his  money,  while  the  large  advertiser  can 
afford  to  experiment. 

Each  advertiser  answers  from  the  standpoint  of  his  own  individual  business,  for  he 
has  no  right  to  reply  on  any  other  basis. 

The  burden  of  this  department  is  to  first  give  individual  opinion,  and  from  that 
opinion  to  create  a table  of  general  opinion. 

No  collective  or  general  information  can  exist  unless  made  up  of  small  and  indi- 
vidual parts. 

The  small  showing  made  in  favor  of  trade  paper  and  some  other  methods  of  adver- 
tising cannot  be  construed  as  detrimental  to  these  mediums,  because  a large  propor- 
tion of  great  advertisers,  although  liberal  trade  paper  advertisers,  give  the  bulk  of  their 
appropriation  to  general  mediums,  simply  because  there  are  more  general  mediums, 
and  because  it  is  necessary  to  expend  the  largest  sums  of  money  in  that  direction,  the 
most  liberal  advertiser  in  a trade  paper  not  being  obliged  to  spend  more  than  a small 
sum  because  that  class  of  advertising  is  limited. 

For  the  same  reason  agricultural  and  other  class  publications  do  not  appear  to  be 
as  valuable  as  they  really  are. 

The  sheet  of  questions  read  as  follows:  — 


First  Question. 


To  your  business  what  is  the  relative 
advertising  value  of 

Highest-class  magazines per  cent. 

Family  magazines  and  papers  of  me- 
dium grade per  cent. 

Illustrated  papers per  cent. 

Religious  papers per  cent. 

Agricultural  papers per  cent. 

Large  city  dailies percent. 

Country  dailies per  cent. 

Country  weeklies per  cent. 

Trade  papers per  cent. 

Posters per  cent. 

Catalogues per  cent. 

Circulars per  cent. 

Lithographic  cards  and  hangers  , . percent. 

Calendars per  cent. 


(The  total  of  all  the  figures  given  above  should 
be  one  hundred,  that  is,  all  of  the  figures  you  write 
after  each  classification,  whether  you  write  a per- 
centage under  all  or  a part  of  them,  must  make  a 
total  of  one  hundred.) 


Second  Question. 

Exclusive  of  the  country  dailies  and  weeklies, 
liow  many  publications  can  you  use  to  advan- 
tage? 

Third  Question. 

If  you  were  to  double  your  advertising  appro- 
priation, 

What  per  cent,  of  additional  publications  would 
you  take? 

What  per  cent,  would  you  increase  your  space  ? 

Fourth  Question. 

Does  an  advertisement  of  given  size,  every  issue, 
pay  you  better  than  twice  as  large  an  advertise- 
ment, every  other  issue,  in  a 
Monthly  ? 

Weekly? 

Daily? 

(Answer  yes  or  no.) 

Fifth  Question. 

How  mucii  more  is  it  worth,  approximately,  to 
have  your  advertisement  next  to  reading  mat- 
ter, or  facing  reading  matter? 

(Give  per  cent.) 


Sixth  Question. 

How  often  do  you  change  your  advertisements  in 
Magazines? 

Weeklies  ^ 

Dailies  ? 

Seventh  Question. 

What  proportion  of  your  advertisements  contain 
cuts  ? 

(Give  it  in  per  cent.) 

Fighth  Question. 

If  you  decrease  your  advertising  during  the  year, 
during  what  months  do  you  cut  it  ? 

Ninth  Question. 

How  many  words,  generally  speaking,  ouglit  to 
be  in  an  ordinary  four-inch  single  column  ad- 
vertisement ? 

Tenth  Question. 

How  long  did  you  advertise  before  you  got  your 
money  back? 

(Below  please  write  your  firm  name,  your  busi- 
ness, and  your  address.) 


rkAC'i'icAi.  oriMo.x 


DKRI'.V  DKSK  COMPANV,  OlVue  I'linii- 
tmc,  liosictn,  M.iss.  '!’o  your  wh.ti  ilu* 

relative  aclvcrlisinj'  value  ot  luKl'e^l-elass  inajja- 
/incs?  io%.  Kainily  mai;a/.irics  and  papers  ol 
incdiuin  m’adc ? 2!.*%.  Illustrated  papers?  i’j'Ve* 
Relijiious  papers  ? li'.',' . A>;ricuUural  j>.ipers?  4%. 
Lar^e  eiiy  dailies  ? ai>%.  Country  dailies  ? aj.’yo* 
Country  weeklies?  Trade  papers?  4%. 

Rosters?  Seldom  used.  Calalo);ues?  25%.  Cir- 
culars? 5%.  H you  were  to  double  your  adver- 
tising appropriation,  what  per  cent,  of  additional 
|niblicati(»ns  would  you  take?  251050%.  Wh.u 
per  cent,  would  you  incre.ase  your  sjraee  r Double 
in  the  best  mediums.  Does  an  advertisement  of 
given  si/e,  every  issue,  jiay  you  better  than  twice 
as  large  an  advertisement,  every  other  issue,  in  a 
monthly?  No.  Weekly?  No.  Daily?  Yes. 
How  much  more  is  it  worth,  approximately,  to 
have  your  advertisement  next  to  reading  matter, 
or  facing  reading  matter?  100%.  How  often  do 
you  change  your  advertisements?  Frequently 
(no  rule).  .Vccording  to  advertisements  and  paper 
used.  What  proportion  of  your  advertisements 
contain  cuts?  50%.  If  you  decrease  your  ad- 
vertising during  the  year,  during  what  months  do 
you  cut  It  ? July,  August,  and  September.  How 
many  words,  generally  speaking,  ought  to  be  in  an 
ordinary  four-inch  single  column  advertisement? 
Fewer  the  better.  How  long  did  you  advertise 
before  you  got  your  money  back  ? Six  months  to 
a year. 

W.  W.  WHITNEY  & CO.,  Department  Store, 
Albany,  N.  Y.  To  your  business  what  is  the 
relative  advertising  value  of  highest-class  maga- 
zines, family  magazines  and  papers  of  medium 
grade,  illustrated  papers,  religious  papers,  agricul- 
tural papers?  tiad  no  experience.  Large  city 
dailies,  country  dailies,  country  weeklies?  The 
best.  Posters,  catalogues,  circulars,  lithographic 
cards  and  hangers,  calendars?  My  experience 
says  worthless  for  this  business.  Exclusive  of 
the  country  dailies  and  weeklies,  how  many 
publications  can  you  use  to  advantage  ? None ; 
for  they  are  enough.  If  you  were  to  double 
your  advertising  appropriation,  what  per  cent,  of 
additional  publications  would  you  take  ? Daily 
papers  far  as  money  would  reach.  What  percent, 
would  you  increase  your  space?  None.  Does  an 
advertisement  of  given  size,  every  issue,  pay  you 
belter  than  twice  as  large  an  advertisement,  every 
other  issue,  in  a daily?  Yes.  How  much  more  is 
it  w'orth,  approximately,  to  have  your  advertise- 
ment next  to  reading  matter,  or  facing  reading 
matter  ? How  often  do  you  change  your  advertise- 
ments in  dailies?  Everyday.  What  proportion 
of  your  advertisements  contain  cuts?  All  the 
Albany  papers.  If  you  decrease  your  advertising 
during  the  year,  during  what  months  do  you  cut  it  ? 
All  around  the  holidays.  Don’t  advertise  a line 
only  a page  advertisement  to  start  it  and  it  runs 
itself.  Store  full;  can’t  wait  on  them.  Cut  off  a 
little  in  February  and  August.  How  many  words, 
generally  speaking,  ought  to  be  in  an  ordinary 
four-inch  single  column  advertisement?  That’s 
too  broad  for  me  to  answer.  Depends  on  what  I 
were  to  write,  but  don’t  crowd.  How  long  did 
you  advertise  before  you  got  your  money  back  ? 
Instantly,  every  time. 

THE  CHARLES  A.  VOGELER  COM- 
PANY, “ St.  Jacobs  Oil,”  Baltimore,  Md.  To 
your  business  what  is  the  relative  advertising  value 
of  religious  papers,  agricultural  papers,  large 
city  dailies,  country  dailies,  country  weeklies  ? 
74%»  Posters  ? 2%.  Catalogues,  almanacs,  and 
pamphlets?  20%.  Circulars?  2%.  Lithographic 
cards  and  hangers  ? 2%.  Exclusive  of  the  coun- 
try dailies  and  weeklies,  how  many  publications 
can  you  use  to  advantage?  Cannot  answer.  If 
you  were  to  double  your  advertising  appropriation, 
what  per  cent,  of  additional  publications  would 
you  take?  In  proportion  to  that  given  above. 
What  per  cent,  would  you  increase  your  space? 
About  33/^%.  Does  an  advertisement  of  given 
size,  every  issue,  pay  you  better  than  twice  as  large 
an  advertisement,  every  other  issue,  in  a weekly  ? 
Yes.  Daily?  No.  How  much  more  is  it  worth, 
approximately,  to  have  your  advertisement  next  to 
reading  matter,  or  facing  reading  matter?  Cannot 
say ; but  we  are  particular  to  reserve  the  position 
stated.  How  often  do  you  change  your  advertise- 
ments ? We  run  a series  of  13  advertisements,  in 
our  season  of  six  winter  months,  in  weeklies  and 
dailies.  What  proportion  of  your  advertisements 
contain  cuts?  About  50%.  If  you  decrease  your 
advertising  during  the  year,  during  what  months 
do  you  cut  it?  July,  August,  and  September. 
How  many  words,  generally  speaking,  ought  to  be 
in  an  ordinary  four-inch  single  column  advertise- 
ment? About  40,  to  allow  good  display  in  setting. 
How  long  did  you  advertise  before  you  got  your 
money  back.^  Cannot  say. 


DANIEL  GREEN  vK:  CO.,  Makers  of  the! 
Allied  Dolgc  Fell  Shoe,  New  V'nrk  City.  'I'o 
your  business  wh.il  is  the  lelative  advertising  value 
id  highest-class  mag-i/ines  ? i5^'L  F.imily  maga- 

zines and  p.ipers  ol  meilium  grade  ? 40^0*  lHus- 
tr.iteil  napers?  Religious  p.ipers?  15%.  'Frade 
papers.^  <0%.  Catalogues?  I'lxclusive  ol 

the  country  dailies  and  weeklies,  how  m.iny  publi- 
cations can  you  use  to  advantage?  20.  if  you 
were  to  double  your  advertising  aiipropri.ition, 
what  per  cent,  of  .additional  publications  would 
you  take?  25%.  What  i>er  cent,  would  you  in- 
crease your  space  ? Not  any.  Diies  an  adverlise- 
inent  of  given  size,  every  issue,  pay  you  belter 
than  twice  as  large  an  adverlisement,  every  other 
issue,  in  a inonlidy  ? Yes.  Weekly?  Yes.  Daily? 
Yes.  How  mucli  more  is  it  worth,  approximately, 
to  have  your  advertisement  next  to  reading  matter, 
or  facing  reading  matter?  How  often  do  you 
change  your  advertisements  in  magazines?  Each 
issue.  Weeklies?  Each  issue.  Dailies?  Each 
issue.  What  proportion  of  your  advertisements 
contain  cuts?  100%.  If  you  decrease  your  ad- 
vertising during  tlie  year,  during  what  months  do 
you  cut  it?  Summer  months.  How  many  words, 
generally  speaking,  ought  to  be  in  an  ordinary 
four-inch  single  column  advertisement  ? 201025. 
How  long  did  you  advertise  before  you  got  your 
money  back?  Three  years. 

SWIFT  8i  CO.,  Chicago,  III.  To  your  busi- 
ness what  is  the  relative  advertising  value  of  large 
city  dailies?  60%.  Country  dailies?  20%,  Litho- 
graphic cards  and  hangers  ? 20%.  Exclusive  of 
the  country  dailies  and  weeklies,  how  many  publi- 
cations can  you  use  to  advantage  ? We  use  dailies 
only  until  our  goods  become  thoroughly  distributed. 
If  you  were  to  double  your  advertising  appropria- 
tion, what  per  cent,  of  additional  publications 
would  you  take?  100%.  What  per  cent,  would 
you  increase  your  space  ? 100%.  Does  an  adver- 
tisement of  given  size,  every  issue,  pay  you  better 
than  twice  as  large  an  advertisement,  every  other 
issue,  in  a daily?  No.  How  much  more  is  it 
worth,  approximately,  to  have  your  advertisement 
next  to  reading  matter,  or  facing  reading  matter? 
10%.  How  often  do  you  change  your  advertise- 
ments in  dailies?  Every  insertion.  What  pro- 
portion of  your  advertisements  contain  cuts  ? 10%. 
If  you  decrease  your  advertising  during  the  year, 
during  what  months  do  you  cut  it?  June,  July, 
and  August.  How  many  words,  generally  speak- 
ing, ought  to  be  in  an  ordinary  four-inch  single 
column  advertisement?  25.  How  long  did  you 
advertise  before  you  got  your  money  back  ? Some 
sections  3 months;  some  sections  6 months;  some 
sections  never  got  it  back. 

GORMULLY  & JEFFERY  MANUFAC- 
TURING COMPANY,  O.  G.  Formhals,  Ad- 
vertising  Manager.  Rambler  Bicycles,  Chicago, 
111.  To  your  business  what  is  the  relative  adver- 
tising value  of  highest-class  magazines  ? 30%.  Il- 
lustrated papers  ? 20%.  Large  city  dailies?  20%. 
Country  dailies  ? 5%.  Trade  papers?  15%.  Cata- 
logues? 10%.  Exclusive  of  the  country  dailies 
and  weeklies,  how  many  publications  can  you  use 
to  advantage  ? Depends  entirely  upon  appropria- 
tion. If  you  were  to  double  your  advertising  ap- 
propriation, what  per  cent,  of  additional  publica- 
tions would  you  take  ? 50%.  What  per  cent,  would 
you  increase  your  space  ? None  in  magazines ; one 
third  in  illustrated  papers  (regular).  Does  an  adver- 
tisement of  given  size,  every  issue,  pay  you  better 
than  twice  as  large  an  advertisement,  every  other 
issue,  in  a monthly ? Yes.  Weekly?  Yes.  Daily? 
Not  necessarily.  How  much  more  is  it  worth,  ap- 
proximately, to  have  your  advertisement  next  to 
reading  matter,  or  facing  reading  matter  ? Depends 
entirely  upon  medium  and  makeup;  also  size  of 
space  used.  How  often  do  you  change  your  adver- 
tisements in  magazines?  Every  month.  Weeklies? 
Every  week.  Dailies  ? Every  day.  What  pro- 
portion of  your  advertisements  contain  cuts? 
90%  total.  In  national  mediums  98%.  If  you  de- 
crease your  advertising  during  the  year,  during 
what  months  do  you  cut  it  ? Not  in  national  me- 
diums. Sometimes  in  trade  papers  — September 
to  January.  How  many  words,  generally  speak- 
ing, ought  to  be  in  an  ordinary  four-inch  single 
column  advertisement  ? From  10  to  60.  Depends 
upon  nature  of  advertisement  — whether  catch 
lines  or  illustrations  will  compel  further  reading  or 
not.  How  long  did  you  advertise  before  you  got 
your  money  back  ? Can’t  say.  Our  real  sys- 
tematic campaign  was  begun  after  business  was 
fairly  established. 

THE  BROWN  SHOE  COMPANY,  St.  Louis, 
Mo.  To  your  business  what  is  the  relative  adver- 
tising value  of  trade  papers?  10%.  Catalogues? 
40%.  Circulars  ? 20%.  Lithographic  cards  and 
hangers?  10%.  Calendars?  20%.  Exclusive  of  1 


I the  country  d. lilies  and  weeklies,  how  many  publi- 
•lalions  tan  you  use  to  ad\ .int.ig.:  ' i - H you 
were  to  double  yt»ur  .ulveriising  apiiroprialion. 
what  per  cent,  of  addition. il  publicadotiH  would 
you  take?  5</.o.  Wbat  per  cent,  would  in- 

crease your  space?  5‘''/o-  Docs  an  advertisement 
of  given  size,  every  issue,  pay  you  belter  tban 
twice  as  large  an  advertisement,  every  other  issue, 
in  a monthly?  Yes.  Weekly?  Yes.  llowiiuuh 
more  is  it  worth,  approximately,  to  have  your  ad- 
vertisement next  to  reading  matter,  or  l.ii  ing  read- 
ing matter?  i(x)%.  How  often  do  you  cliange 
your  advertisements  in  trade  papers  ? Every 
week.  Weeklies?  Every  week.  \V'hat  pro[)or- 
tion  of  your  advertisements  contain  cuts?  90%. 
If  you  decrease  your  advertising  during  the  year, 
during  what  months  do  you  cut  il?  Never  de- 
crease— ‘‘constantly  at  it  brings  success.”  How 
many  words,  generally  speaking,  ought  to  be  in 
an  ordinary  four-inch  single  column  adverlise- 
ment? 20,  including  everything. 

JULIUS  SAUL,  CLOTHIER,  Albany, N.  Y. 
To  your  business  what  is  the  relative  advertising 
value  of  large  city  dailies  ? 75%.  Country  dailies  ? 
5%.  Country  weeklies?  15%-  Catalogues  and 
circulars?  5%.  Exclusive  of  the  country  dailies 
and  weeklies,  how  many  publications  can  you  use 
to  advantage?  None.  If  you  were  to  double  your 
advertising  appropriation,  what  per  cent,  of  addi- 
tional publications  would  you  take?  None.  What 
per  cent,  would  you  increase  your  space?  75%. 
Does  an  advertisement  of  given  size,  every  issue, 
pay  you  better  than  twice  as  large  an  adverlise- 
ment, every  other  issue,  in  a monthly?  No. 
Weekly?  Yes.  Daily?  Yes.  How  much  more 
is  it  worth,  approximately,  to  have  your  advertise- 
ment next  to  reading  matter,  or  facing  reading 
matter?  25%.  How  often  do  you  change  your 
advertisements  in  weeklies ? Each  issue.  Dailies? 
Daily.  What  proportion  of  your  advertisements 
contain  cuts?  100%  If  you  decrease  your  adver- 
tising during  the  year,  during  what  months  do  you 
cut  it?  August  and  February.  How  many  words, 
generally  speaking,  ought  to  be  in  an  ordinary 
four-inch  single  column  advertisement?  About 
75.  How  long  did  you  advertise  before  you  got 
your  money  back  ? My  business  paid  me  the  first 
year. 

CARSON,  PIRIE,  SCOTT  & CO.,  Dry 
Goods  and  Department  Store,  Chicago,  III.  To 
your  business  what  is  the  relative  advertising  value 
of  highest-class  magazines,  family  magazines  and 
papers  of  medium  grade,  large  city  dailies,  posters, 
catalogues,  circulars?  Used  but  can’t  give  per 
cent.  Does  an  advertisement  of  given  size,  every 
issue,  pay  you  better  than  twice  as  large  an  adver- 
tisement, every  other  issue,  in  a monthly?  Yes. 
Weekly?  No.  Daily?  No.  How  much  more  is 
it  worth,  approximately,  to  have  your  advertise- 
ment next  to  reading  matter,  or  facing  reading 
matter  ? Not  over  5%,  though  it  is  mainly  a guess. 
How  often  do  you  change  your  advertisements  in 
magazines?  Monthly.  Weeklies?  Weekly. 
Dailies  ? Daily.  What  proportion  of  your  adver- 
tisements contain  cuts?  100%.  If  you  decrease 
your  advertising  during  the  year,  during  what 
months  do  you  cut  it  ? January  and  July  (but  very 
slight  decrease).  How  many  words,  generally 
speaking,  ought  to  be  in  an  ordinary  four-inch 
single  column  advertisement?  50  if  necessary, 
better  if  less. 

GIMBEL  BROTHERS,  Dry  Goods  and  De- 
partment Store,  Philadelphia.  To  your  busi- 
ness what  is  the  relative  advertising  value  of 
large  city  dailies  ? 100%.  Exclusive  of  the  country 
dailies  and  weeklies,  how  many  publications  can 
you  use  to  advantage  ? All  the  principal  morning 
dailies  of  the  city,  possibly  some  of  the  evening 
dailies.  If  you  were  to  double  your  advertising 
appropriation,  what  per  cent,  of  additional  publi- 
cations would  you  take?  Probably  none.  What 
per  cent,  would  you  increase  your  space  ? Prob- 
ably 100%.  Does  an  advertisement  of  given  size, 
every  issue,  pay  you  better  than  twice  as  large  an 
advertisement,  every  other  issue,  in  a monthly, 
weekly,  daily?  Don’t  know;  never  tried  it. 
Should  expect  it  to  if  changed  every  time.  How 
much  more  is  it  worth,  approximately,  to  have 
your  advertisement  next  to  reading  matter,  or  fac- 
ing reading  matter?  25%  at  a guess.  How  often 
do  you  change  your  advertisements  in  dailies  ? 
Every  day.  What  proportion  of  your  advertise- 
ments contain  cuts?  None;  but  they  ought  to.  If 
you  decrease  your  advertising  during  the  year, 
during  what  months  do  you  cut  it?  Do  least  ad- 
vertising in  the  months  when  we  do  least  business. 
How  many  words,  generally  speaking,  ought  to  be 
in  an  ordinary  four-inch  single  column  advertise- 
1 ment?  Enough  to  tell  your  story;  not  too  many 


FOWLER’S  PUJiLICrrY 


901 


to  be  read  through.  How  long  did  you  advertise 
before  you  got  your  money  back  ? Probably  24 
houis. 

I.  P.  FRINK,  Reflectors,  551  Pearl  Street, 
New  York  City.  To  your  busrness  what  is  the 
relative  advertising  value  of  liighest  class  maga- 
zines? 10%.  Family  magazines  and  papers  of 
medium  grade?  10%.  Religious  papers?  30%. 
Trade  papers?  20%.  Catalogues?  20%.  Cir- 
culars? 10%.  Exclusive  of  the  country  dailies 
and  weeklies,  how  many  publications  can  you  use 
to  advantage?  400.  If  you  were  to  double  your 
advertising  appropriation,  w’hat  per  cent,  of  addi- 
tional publications  would  you  take?  25%.  What 
per  cent,  would  you  increase  your  space?  75%. 
Does  an  advertisement  of  given  size,  every  issue, 
pay  you  better  than  twice  as  large  an  advertise- 
ment, every  other  issue,  in  a monthly?  No. 
Weekly?  No.  Daily?  No.  How  much  more 
is  it  worth,  approximately,  to  have  your  advertise- 
ment next  to  reading  matter,  or  facing  reading 
matter?  50%.  How  often  do  you  change  your 
advertisements  in  magazines  and  weeklies?  Every 
third  week.  What  proportion  of  your  advertise- 
ments contain  cuts?  75%.  If  you  decrease  your 
advertising  during  the  year,  during  what  months 
do  you  cut  it?  June,  July,  and  August.  How 
many  words,  generally  speaking,  ought  to  be  in  an 
ordinary  four-inch  single  column  advertisement  ? 
100.  How  long  did  you  advertise  before  you  got 
your  money  back  ? Give  it  up. 

THE  E.  P>.  EDDY  COMPANY,  Matches, 
Hull.  Canada.  To  your  business  what  is  the 
relative  advertising  value  of  highest-class  maga- 
zines? 5%.  Familj^  magazines  and  papers  of 
medium  grade?  10%.  Illustrated  papers?  5%. 
Agricultural  papers?  5%.  Large  city  dailies? 
25%.  Country  dailies?  10%.  Country  weeklies  ? 
25%.  Trade  papers?  10%.  Calendars?  5%.  Exclu- 
sive of  the  country  dailies  and  weeklies,  how  many 
publications  can  you  use  to  advantage?  50.  If 
you  were  to  double  your  advertising  appropriation, 
wliat  per  cent,  of  additional  publications  would 
you  take  ? 70%.  What  per  cent,  would  you 

increase  your  space?  30%.  Does  an  advertise- 
ment of  given  size,  every  issue,  pay  you  better  than 
twice  as  large  an  advertisement,  every  other  issue, 
in  a monthly?  Yes.  Weekly?  Yes.  Daily? 
Y'es.  How  much  more  is  it  worth,  approximately, 
to  have  your  advertisement  next  to  reading  matter, 
or  facing  reading  matter?  10%.  How  often  do 
you  change  your  advertisements  in  magazines  ? 
Every  isssue.  Weeklies?  Every  other  issue. 
Dailies?  Each  week.  What  proportion  of  your 
advertisements  contain  cuts?  20%.  If  you  de- 
crease your  advertising  during  the  year,  during 
what  months  do  you  cut  it?  No  decrease.  How 
many  words,  generally  speaking,  ought  to  be  in 
an  ordinary  four-inch  single  column  advertise- 
ment ? 40. 

THE  WHITELY  EXERCISER  COM- 
PANY, 153  Lake  Street,  Chicago,  111.  To  your 
business  what  is  the  relative  advertising  value  of 
highest-class  magazines?  60%.  Family  magazines 
and  papers  of  medium  grade?  5%.  Illustrated 
papers?  5%.  Religious  papers?  5%.  Posters? 
5%.  Catalogues?  5%.  Circulars?  10%.  Litho- 
graphic cards  and  hangers?  5%.  If  you  were  to 
double  your  advertising  appropriation,  what  per 
cent,  of  additional  publications  would  you  take? 
50%.  Wliat  per  cent,  would  you  increase  your 
space?  Some  cases  25%.  Does  an  advertisement 
of  given  size,  every  issue,  pay  you  better  than 
twice  as  large  an  advertisement,  every  other  issue, 
in  a monthly?  Yes.  How  much  more  is  it  worth, 
approximately,  to  have  your  advertisement  next  to 
reading  matter,  or  facing  reading  matter?  25%. 
How  often  do  you  change  your  advertisements  in 
magazines?  P3ach  month  slightly.  What  propor- 
tion of  your  advertisements  contain  cuts?  All. 
If  you  decrease  your  advertising  during  the  year, 
during  what  months  do  you  cut  it?  Summer. 
How  many  words,  generally  speaking,  ought  to  be 
in  an  ordinary  four-inch  single  column  advertise- 
ment? 200.  How  long  did  you  advertise  before 
you  got  your  money  back  ? 1 year. 

W.  ATLEE  BURPEE,  Seeds,  Philadelphia, 
Pa.  To  your  business  what  is  the  relative  ad- 
vertising value  of  highest-class  magazines?  3%. 
Family  magazines  and  papers  of  medium  grade? 
8%.  Religious  papers?  6%.  Agricultural  papers  ? 
6%.  Country  weeklies?  1%.  Trade  papers? 
1%.  Catalogues?  70%.  Circulars?  5%.  Ex- 
clusive of  the  country  dailies  and  weeklies,  how 
many  publications  can  you  use  to  advantage  ? 175. 
If  you  were  to  double  your  advertising  appropria- 
tion, what  per  cent,  of  additional  publications 
would  you  take?  50%.  What  per  cent.  wr)uld 
you  increase  your  space?  50%.  Does  an  adver- 


tisement of  given  size,  every  issue,  pay  you  better 
than  twice  as  large  an  advertisement,  every  other 
issue,  in  a monthly  ? Yes.  Weekly?  Yes.  Dailv  ? 
Yes.  How  much  more  is  it  worth, approximately, 
to  have  your  advertisement  next  to  reading  matter, 
or  facing  reading  matter?  25%.  How  often  do 
you  change  your  advertisements  in  magazines? 
Monthly.  Weeklies?  Generally  alternate.  Ilailies? 
Daily.  What  proportion  of  your  advertisements 
contain  cuts?  50%.  If  you  decrease  your  adver- 
tising during  the  year,  during  what  months  do  you 
cut  it?  We  advertise  oitlym  winter  and  spring. 
How  many  words,  generally  speaking,  ought  to  be 
in  an  ordinary  four-inch  single  column  adverlise- 
mept?  Varies  with  purport  of  the  advertise- 
ment. How  long  did  you  advertise  before  you 
got  your  money  back?  Never  expect  to  be  able 
to  trace  direct  returns  to  get  “ money  back.’^ 

J.  F.  PEASE  FURNACE  COMPANY, 
Syracuse,  N.  Y.  Does  an  advertisement  of  given 
size,  every  issue,  pay  you  better  than  twice  as  large 
an  advertisement,  every  other  issue,  in  a monthly  ? 
Yes.  Weekly?  Yes.  Daily?  Do  not  use  them. 
How  much  more  is  it  worth,  approximately,  to 
have  your  advertisement  next  to  reading  matter,  or 
facing  reading  matter?  500%  more,  we  think.  How 
often  do  you  change  your  advertisements  in  maga- 
zines? Once  in  6 months ; some  once  in  3 months. 
Weeklies?  Every  2 or  3 weeks.  Dailies?  Do  not 
use  them.  What  proportion  of  your  advertise- 
ments contain  cuts?  100%  nearly.  If  you  de- 
crease your  advertising  during  the  year,  during 
what  months  do  you  cut  it?  We  cut  down  in 
winter  months,  if  any,  after  apparatus  are  all  or 
nearly  all  bought.  It  pays  better  to  run  all  the 
year  around,  however,  in  good  times.  How  many 
words,  generally  speaking,  ought  to  be  in  an  ordi- 
nary four-inch  single  column  advertisement  ? 100, 
perhaps,  with  small  cut.  50,  perhaps,  with  large 
cut.  How  long  did  you  advertise  before  you  got 
your  money  back  ? Perhaps  2 years. 

C.  DORFLINGER  & SONS.  Cut  Glass  Manu- 
facturers, 36  Murray  Street,  New  York  City.  To 
your  business  what  is  the  relative  advertising  value 
of  highest-class  magazines?  About  80%.  Illus- 
trated papers?  io%*  Large  city  dailies?  10%. 
How  often  do  you  change  your  advertisements  in 
magazines?  Monthly.  What  proportion  of  your 
advertisements  contain  cuts?  80%.  If  you  de- 
crease your  advertising  during  the  year,  during 
what  months  do  you  cut  it?  July,  August,  and 
September. 

MURPHY  VARNISH  COMPANY.  Newark. 
N.  J.  To  vour  business  what  is  the  relative 
advertising  value  of  liighest-class  magazines  ? 50%. 
Trade  papers?  so%.  Exclusive  of  the  country 
dailies  and  weeklies,  how  many  publications  can 
YOU  use  to  advantage?  High  class  magazines  and 
trade  papers  exclusively.  If  you  were  to  double 
your  advertising  appropriation,  what  per  cent,  of 
additional  publications  would  you  take?  Only 
high  class  magazines  and  trade  papers.  What  per 
cent,  would  you  increase  your  space?  None. 
Does  an  advertisement  of  given  size,  every  issue, 
pay  you  better  than  twice  as  large  an  advertise- 
ment, every  other  issue,  in  a monthly?  Yes. 
Weekly?  Yes.  How  much  more  is  it  worth, 
approximately,  to  have  your  advertisement  next 
to  reading  matter,  or  facing  reading  matter?  Can't 
say.  How  often  do  you  change  your  advertise- 
ments? We  never  use  copytwice.  What  propor- 
tion of  your  advertisements  contain  cuts?  None. 
If  you  decrease  your  advertising  during  the  year, 
during  what  months  do  you  cut  it?  Don't  de- 
crease. How  many  words,  generally  speaking, 
ought  to  be  in  an  ordinary  four-inch  single  column 
advertisement?  Don't  know.  How  long  did  yon 
advertise  betore  you  got  your  money  back?  It 
hasn't  come  back. 

THE  MeINTOSH-HUNTINGTON  COM- 
PANY, Hardware  and  Bicycles,  Cleveland,  O. 
To  your  business  what  is  the  relative  advertising 
value  of  family  magazines  and  )>apers  of  medium 
grade?  10%.  Large  city  dailies?  10%.  Trade 
papers?  5%.  Posters?  10%.  Catalogues?  50%. 
Circulars?  15%.  Exclusive  of  the  country  dailies 
and  weeklies,  how  many  nublications  can  you  use 
to  advantage?  4 local  dailies,  3 magazines,  3 trade 
papers.  If  you  were  to  double  your  advertising 
appropriation,  what  per  cent,  of  additional  publi- 
cations would  you  take?  50%.  What  per  cent, 
would  you  increase  your  space?  No.  Does  an 
advertisement  of  given  size,  every  issue,  pay  you 
better  tlian  twice  as  large  an  advertisement,  every 
other  issue,  in  a monthly  ? Yes.  Weekly?  Yes. 
Daily?  Yes.  How  much  more  is  it  worth,  ap- 
proximately, to  have  your  advertisement  next  to 
reading  matter,  or  facing  reading  matter?  15  to 
20%.  How  often  do  you  cli.inge  your  advertise- 


ments in  magazines?  Every  issue.  Weeklies? 
Every  issue.  Dailies?  Every  issue.  What  pro- 
portion of  your  advertisements  contain  cuts? 
100%.  If  you  decrease  your  advertising  during 
the  year,  during  what  months  do  you  cut  it  ? June 
to  November.  How  many  words,  generally 
speaking,  ought  to  be  in  an  ordinary  four-inch 
single  column  advertisement?  50. 

GAS  ENGINE  AND  POWER  COMPANY', 
Naphtha  Launches,  Morris  Heights,  New  York 
City.  To  your  business  what  is  the  relative  adver- 
tising value  of  highest-class  magazines?  75%. 
Trade  papers?  10%.  Catalogues?  15%.  Exclu- 
sive of  the  country  dailies  and  weeklies,  how 
many  publications  can  you  use  to  advantage? 
About  a dozen.  If  you  were  to  double  your  ad- 
vertising appropriation,  what  per  cent,  of  addi- 
tional publications  would  you  take  ? None.  What 
per  cent,  would  you  increase  your  space  ? Double. 
Does  an  advertisement  of  given  size,  every  issue, 
pay  you  better  than  twice  as  large  an  advertise- 
ment, every  other  issue,  in  a monthly?  No. 
Weekly?  No.  Daily?  No.  How  much  more 
is  it  worth,  approximately,  to  have  your  advertise- 
ment next  to  reading  matter,  or  facing  reading 
matter?  5%.  How  often  do  you  change  your 
advertisements  in  magazines  ? About  once  a year. 
Weeklies?  About  once  a year.  Dailies?  I)on’t 
use  them.  What  proportion  of  your  advertise- 
ments contain  cuts?  100%.  If  you  decrease  your 
advertising  during  the  year,  during  what  months 
do  you  cut  it  ? J uly,  August,  September,  October. 

CATESBY  & SONS,  Hire  System  Fur- 
nishers, 64  to  66,  and  192  Tottenham  Court  Road. 
To  your  business  what  is  the  relative  advertising 
value  of  family  magazines  and  papers  of  medium 
grade?  20%,  Large  city  dailies?  60^/f.  Cata- 
logues ? 20%.  Exclusive  of  the  country  dailies 
and  weeklies,  how  many  publications  can  you  use 
to  advantage?  About  30.  What  per  cent,  would 
you  increase  your  space?  No  increased  space  in 
present  mediums.  Does  an  advertisement  of  given 
size,  every  issue,  pay  you  better  than  twice  as 
large  an  advertisement,  every  other  issue,  in  a 
monthly?  Not  used.  Weekly?  Yes.  Daily? 
Yes.  How  much  more  is  it  worth,  approximately, 
to  have  your  advertisement  next  to  reading  matter, 
or  facing  reading  matter?  About  25^/-.  How 
often  do  you  change  your  advertisements  in 
weeklies?  Every  issue.  Dailies?  Every  issue. 
What  proportion  of  your  advertisements  contain 
cuts?  70%.  If  you  decrease  your  advertising 
during  the  year,  during  what  months  do  you  cut  it? 
Do  not  believe  in  decreasing  at  all.  How  many 
words,  generally  speaking,  ought  to  be  in  an  ordi- 
nary four-inchsingle  column  advertisement  ? About 
75.  How  long  did  you  advertise  before  you  got 
your  money  back?  In  the  dailies  within  4 weeks. 
In  the  weeklies  2 months. 

PACK  BROTHERS,  Photographers,  New 
York  City.  How  often  do  you  change  your  ad- 
vertisements? Always  the  same  except  news 
items.  What  proportion  of  your  advertisements 
contain  cuts?  All.  If  you  decrease  your  adver- 
tising during  the  year,  during  what  months  do  you 
cut  it?  July,  August,  and  September. 

STANDARD  MANUFACTURING  COM- 
PANY, Porcelain  Lined  Bath  Tubs,  Pittsburg, 
Penn.  To  your  business  what  is  the  relative 
advertising  value  of  highest-class  magazines  ? 40%. 
Religious  papers?  15%.  Trade  papers?  15%. 
Catalogues r 25%.  Circulars?  5%.  Exclusive 
of  the  country  dailies  and  weeklies,  how  many 
publications  can  you  use  to  advantage  ? About  20. 
If  you  were  to  double  your  advertising  appropria- 
tion, what  per  cent,  of  additional  publications 
would  you  take?  100%.  Does  an  advertisement 
of  given  size,  every  issue,  pay  you  better  than 
twice  as  large  an  advertisement,  every  other  issue, 
in  a monihlv?  Yes.  Weekly?  No.  How 
often  do  you  change  your  advertisements  in  mag- 
azines? Every  issue.  Weeklies?  Every  issue. 
Wliat  proportion  of  your  advertisements  contain 
cuts?  100%.  If  you  decrease  your  advertising 
during  the  year,  during  what  months  do  you  cut 
it?  November,  December,  and  January.  How 
many  words,  generally  speaking, ought  to  be  in  an 
ordinary  four-inch  single  column  advertisement? 
ff)  to  71;,  How  long  did  you  advertise  before  you 
got  your  money  back?  6 months. 

THE  WARNER  BROTHERS  COMPANY, 
*‘J)r.  Warner's  Corsets,”  Security  Hose  Sup- 
porter, New  York  Citv.  'I'o  your  business  \\hat 
IS  the  relative  advertising  value  of  higliest-class 
magazines?  15%.  Family  magazines  and  papers 
of  medium  grade  ? 15%.  Illustrated  p.tpers  ? 5%. 

Religious  pa]K*rs  ? 2^%.  Large  city  dailies  ? 3%, 

Country  dailies?  3^^'.  Country  weeklies?  2^* 


I'KACriCAL  OIMNKAN 


'Frade  papers?  2%.  Tosters?  CalaU'RUM?  ' 

Circulars?  i</  i . Lilho^rapluc  cards  aiul 
hangers?  5Vr*  Kxclusivc  td  the  country  dailies 
and  weeklies,  how  inanv  publications  c.ut  you  use 
to  advantage?  75.  If  you  were  to  double  your 
advertising  appropriation,  uhat  percent,  of  addi- 
tional publications  would  you  take?  50%.  What 
per  lent,  would  you  increase  ^your  space?  50%. 
Uoesan  advertisement  of  given  size,  every  issue, 
pay  you  better  than  twice  aslarge  an  .ulvertisemcnl 
every  other  issue,  in  a monthly?  No.  Weekly? 
No.  Daily?  No.  How  much  more  is  it  worth, 
approximately,  to  liave  your  advertisement  next  to 
reading  matter,  or  facing  reading  matter  ? 25%.  I 
How  ohen  do  you  change  your  advertisements  in 
magazines?  Every  other  issue.  Weeklies?  Every 
month.  Dailies?  Every  week.  What  proportion 
of  your  advertisements  contain  cuts?  50%.  If 
you  decrease  your  advertising  during  the  year, 
during  what  months  do  you  cut  it?  November, 
December,  January,  July.  How  many  words, 
generally  speaking,  ought  to  be  in  an  ordinary 
four-inch  single  column  advertisement  ? 60.  How 
long  did  you  advertise  before  you  got  your  money 
back  ? At  first  in  i year ; later  in  2 or  3 years. 

MORSE  HROTHI’-RS,  "Rising  Sun  Stove 
Polish,"  Canton,  Mass.  To  your  businesswhat  is 
the  relative  advertising  value  of  highest-class 
magazines?  Never  used  them  much.  Religious 
papers?  Best  medium  for  the  cost.  Agri- 
cultural papers?  Next  best.  Large  city  dailies? 
Poorest  for  the  cost.  Country  l)ailies?  Good 
medium  for  the  cost.  Country  weeklies?  Third 
best  medium.  Catalogues?  Ordinary.  Circulars? 
No  good.  Lithographic  cards  and  hangers?  Use 
them  extensively.  Exclusive  of  the  country  dailies 
and  weeklies,  how  many  publications  can  you  use 
to  advantage?  4,000.  If  you  were  to  double  your 
advertising  appropriation,  what  per  cent,  of 
additional  publications  would  you  take?  Addi- 
tional religious  and  country  weeklies.  What  per 
cent,  would  you  increase  your  space?  Double  it. 
Does  an  advertisement  of  given  size,  every  issue, 
pay  you  better  than  twice  as  large  an  advertise- 
ment, every  other  issue,  in  a monthly?  Yes. 
Weekly?  Yes.  Daily?  Yes.  How  much  more 
is  it  worth,  approximately,  to  have  your  advertise- 
ment next  to  reading  matter,  or  facing  Ireading 
matter?  50%.  How  often  do  you  change  your 
advertisements  in  magazines  ? Not  at  all.  Weeklies? 
Not  at  all.  Dailies?  Not  at  all.  What  propor- 
tion of  your  advertisements  contain  cuts?  All. 
If  you  decrease  your  advertising  duringtthe  year, 
during  what  months  do  you  cut  it?  Hot  months. 
How  long  did  you  advertise  before  you  got  your 
money  back  ? Returns  were  immediate. 

ATCHISON,  TOPEKA  & SANTA  FE 
RAILROAD,  Chicago,  111.  To  your  business 
what  is  the  relative  advertising  value  of  highest- 
class  magazines?  33%*  Family  magazines  of 
medium  grade  ? 33%.  Illustrated  papers  ? 16%. 
Large  city  dailies  ? 8%.  Circulars?  10%.  Does 
an  advertisement  of  given  size,  every  issue,  pay 
you  better  than  twice  as  large  an  advertisement, 
every  other  issue,  in  a monthly?  Yes.  Weekly? 
Yes.  Daily?  Yes.  How  often  do  you  change 
your  advertisements  ? A good  advertisement  need 
not  be  changed.  What  proportion  of  your  adver- 
tisements contain  cuts  ? All. 

ALLIANCE  CARRIAGE  COMPANY,  Cin- 
cinnati, O.  To  your  business  what  is  the  rela- 
tive advertising  value  of  highest-class  maga- 
zines ? 8%.  Family  magazines  of  medium  grade  ? 
10%.  Illustrated  papers?  14%.  Trade  papers? 
iS%  Catalogues?  25%.  Circulars?  25%.  Does 
an  advertisement  of  given  size,  every  issue,  pay 
you  better  than  twice  as  large  an  advertisement, 
every  other  issue,  in  a monthly?  Yes.  Weekly? 
Yes.  Daily?  Yes.  How  much  more  is  it  worth, 
approximately,  to  have  your  advertisement  next  to 
reading  matter,  or  facing  reading  matter?  Double. 

THE  CHARLES  E.  HIRES  COMPANY, 
" Hires  Rootbeer,”  Philadelphia,  Penn.  To 
your  business  what  is  the  relative  advertising 
value  of  highest-class  magazines?  10%.  Family 
magazines  and  papers  of  medium  grade  ? 10%. 

Illustrated  papers?  5%.  Religious  papers? 
10%.  Agricultural  papers?  5%.  Large  city  dailies  ? 
i'^.  Country  dailies?  10%.  Country  weeklies  ? 
5%.  Trade  papers?  1%.  Posters?  10%.  Cata- 
logues? 1%,  Circulars?  10%.  Lithographic 
cards  and  hangers?  10%.  Exclusive  of  the  country 
dailies  and  weeklies,  how  many  publications  can 
you  use  to  advantage?  Most  all  reputable  papers. 
If  you  were  to  double  your  advertising  appropria- 
tion, what  per  cent,  of  additional  publications 
would  you  take?  75%  dailies.  What  per  cent, 
would  you  increase  your  space?  25%.  Does  an 
advertisement  of  given  size,  every  issue,  pay  you 


hotter  than  twice  as  lan5e  an  .ulvertiscmont,  every 
other  i.ssiic,  in  .inmnthly?  \'cs.  Weekly?  Ves. 
D.uly?  \ es  1 1 i)w  ollen  do  you  change  your  a<l- 
vcrtiHenienis  in  magazines,  weeklies,  d.ulics?  'Try 
to  every  insertion.  Wli.it  i>roporii<in  of  your  atl- 
vertisements  contain  cuts  r Most  all.  If  you 
(leere.isc  your  adverlisiii^  during  the  ye.ir,  during 
what  months  do  you  cut  it?  September  li>  March. 
How  many  words,  generally  speaking,  ought  to  he 
in  an  ordinary  four-inch  single  column  advertise- 
ment ? Not  over  50  or  ()0.  1 low  long  did  you  ad- 

vertise before  you  got  your  money  back  ? 8 years. 

THE  MORRIS-  FEI I,I> - ROflKRS  COM- 
P.ANY,  Ltd.,  Piano  Manufacturers,  Listowel, 
Out.,  Canada.  To  your  business  what  is  the  rela- 
tive advertising  value  of  higliesl-class  magazines  ? 
About  15%.  Familv  magazines  and  papers  of 
medium  grade  ? lo^i*  Religious  papers  ? 5%. 

Large  city  dailies?  20%.  Country  dailies?  5%. 
Country  weeklies?  io%.  Trade  papers ? 10%. 

Posters?  5%.  Catalogues?  5%.  Circulars? 
5%.  Lithographic  cards  and  hangers? 
Calendars?  5%.  Exclusive  of  the  country  dailies 
and  weeklies,  how  many  publications  can  you  use 
to  advantage?  (Canada  only)  about  100.  If  you 
were  to  double  your  advertising  appropriation, 
what  per  cent,  of  additional  publications  would 
you  take?  About  50%.  What  per  cent,  would 
you  increase  your  space?  None.  Does  an  adver- 
tisement of  given  size,  every  issue,  pay  you  better 
than  tw’ice  as  large  an  advertisement,  every  other 
issue,  in  a monthly ? Yes;  if  not small  in  first 
instance.  Weekly?  Yes;  if  not  /aa  small  in 
first  instance.  Daily?  Yes;  if  not  small  in  first 
instance.  How  much  more  is  it  worth,  approxi- 
mately, to  have  your  advertisement  next  to  reading 
matter,  or  facing  reading  matter?  From  10  to 
50%.  Depends  on  style  of  publications.  How 
often  do  you  change  your  advertisements  in  maga- 
zines? Every  issue.  Weeklies?  Every  issue. 
Dailies?  Two  or  three  times  a week.  What  pro- 
portion of  your  advertisements  contain  cuts  ? About 
75%.  If  you  decrease  your  advertising  during  the 
'ear,  during  what  months  do  you  cut  it?  Very 
ittle  in  July  and  August.  How  many  words, 
generally  speaking,  ought  to  be  in  an  ordinary 
four-inch  single  column  advertisement?  50  to  100. 
Depends  on  matter.  How  long  did  you  advertise 
before  you  got  your  money  back?  No  means  of 
knowing  accurately. 

QUEEN  & CO.,  Scientific  Instruments,  Phila- 
delphia, Penn.  To  your  business  what  is  the  rela- 
tive advertising  value  of  highest-class  magazines? 
10%.  Family  ma|;azines  and  papers  of  medium 
grade?  5%.  Religious  papers  ? 5%.  Large  city 
dailies?  20%.  Trade  papers?  20%.  Catalogues? 
30%.  Circulars?  10%.  Does  an  advertisement 
of  given  size,  every  issue,  pay  you  better  than 
twice  as  large  an  advertisement,  every  other  issue, 
in  a monthly?  No.  Weekly?  No.  Daily?  No. 
How  much  more  is  it  worth,  approximately,  to 
have  your  advertisement  next  to  reading  matter,  or 
facing  reading  matter  ? 25%.  How  often  do  you 
change  your  advertisements  in  magazines?  Very 
often.  Weeklies?  Very  often.  Dailies?  Very 
often.  What  proportion  of  your  advertisements 
contain  cuts?  50%.  If  you  decrease  your  adver- 
tising during  the  year,  during  what  months  do  you 
cut  it  ? Midsummer.  How  long  did  you  advertise 
before  you  got  your  money  back?  Three  to  six 
months. 

BARNARD,  SUMNER  & PUTNAM,  Dry 
Goods  and  Department  Store,  Worcester,  Mass. 
To  your  business  what  is  the  relative  advertising 
value  of  large  city  dailies?  70%.  Countiy  dailies  ? 
15%.  Catalogues?  5%.  Circulars?  5%.  Litho- 
graphic cards  and  hangers?  5%.  Exclusive  of 
the  country  dailies  and  weeklies,  how  many  pub- 
lications can  you  use  to  advantage?  25  miscel- 
laneous. If  you  were  to  double  your  advertising 
appropriation,  what  per  cent,  of  additional  publica- 
tions would  you  take  ? About  10%.  What  per 
cent,  would  you  increase  your  space?  Average 
about  usual  space.  Does  an  advertisement  of 
given  size,  every  issue,  pay  you  better  than  twice 
as  large  an  advertisement,  every  other  issue,  in  a 
daily?  Yes.  How  much  more  is  it  worth,  approxi- 
mately, to  have  your  advertisement  next  to  reading 
matter,  or  facing  reading  matter?  25%.  How 
often  do  you  change  your  advertisements  in 
weeklies?  Every  issue.  Dailies?  Every  day. 
What  proportion  of  your  advertisements  contain 
cuts  ? 50%,  If  you  decrease  your  advertising  dur- 
ing the  year,  during  what  months  do  you  cut  it 
February  and  August,  25%.  How  many  words, 
generally  speaking,  ought  to  be  in  an  ordinary  four- 
inch  single  column  advertisement?  From  50  to 
70.  How  long  did  you  advertise  before  you  got 
your  money  back?  Our  ads.  pay  themselves  ten 
, times  over. 


GKORtiE  FROST  COMPANY.  " Iviiiipoinc 
W.iisi,"  Velvet  (irij)  1 loHc  .Su|ij)orter,"  " B-.slon 
(i.irter,"  I'oslon,  M.isn.  'I'o  your  buhinc  .-i  w h.it  is 
the  relative  .idverlisirjg  value  of  )ughenl-elas.>  rnat'.i- 
/.ines?  50%.  Family  inaKa/.ineM  and  papers  of 
medium  gr.ule ? 10%.  Illustrated  papers.' 

Kelijzlous  p.ijKTS.^  0/7,.  'I'rade  papers.'  o/,. 
Cal.ilogues  ' ^ ,'i . Litluinraphic  cards  and  hanger.s  ? 
Ci%.  Exclusive  of  the  country  d. lilies  and  weeklies, 
bow  many  publii atimis  can  you  use  to  advantage? 
About  25%.  If  you  were  to  double  your  advertis- 
ing approi)riatiun,  wh.ii  per  cent,  of  additional 
publicaiions  would  you  lake About  25%.  Wliat 
])er  cent,  would  you  increase  your  spate?  About 
25%.  Does  an  advertisement  of  given  size,  every 
issue,  pay  you  better  than  twice  as  large  .in  adver- 
tisement, every  other  issue,  in  a nujulhly?  No. 
Weekly?  No.  l)aily?  No.  1 low  rnucli  more  is 
it  worth,  approximately,  to  have  your  advertise- 
ment next  to  reading  matter,  or  facing  reading 
matter?  25%.  How  often  do  you  change  your 
advertisements  in  magazines?  Usually  every 
month.  Weeklies?  Usually  every  month.  Dailies? 
Don’t  use.  What  proportion  of  your  advertise- 
ments contain  cuts  ? 100%.  If  you  decrease  your 

advertising  during  the  year,  during  what  months 
do  you  cut  it?  July,  August,  November,  Decem- 
ber, January,  February.  How  many  words,  gener- 
ally speaking,  ought  to  be  in  an  ordinary  four-inch 
single  column  advertisement?  75  to  100.  How 
long  did  you  advertise  before  you  got  your  money 
back  ? About  2 years. 

A.  A.  VANTINE  & CO.,  Importers  Chinese, 
Japanese,  and  Indian  goods,  877-879  Broadway, 
New  York  City.  To  your  business  what  is  the 
relative  advertising  value  of  highest-class  maga- 
zines? 10%.  Family  magazines  and  papers  of 
medium  grade?  10%.  Large  city  dailies 50%. 
Trade  papers?  15%.  Catalogues?  15%.  If  you 
were  to  double  your  advertising  appropriation, 
what  per  cent,  of  additional  publications  would 
you  take?  None.  What  per  cent,  would  you  in- 
crease your  space  ? 100%.  Does  an  advertise- 

ment of  given  size,  every  issue,  pay  you  better 
than  twice  as  large  an  advertisement,  every  other 
issue,  in  a monthly ? Yes.  Weekly?  Yes.  Daily? 
Yes.  How  much  more  is  it  worth,  approximately, 
to  have  your  advertisement  next  to  reading  matter, 
or  facing  reading  matter?  Nothing  more.  How 
often  do  you  change  your  advertisements  in  maga- 
zines? Every  issue.  Weeklies?  Every  issue. 
Dailies?  Every  issue.  What  proportion  of  your 
advertisements  contain  cuts  ? 75  to  90%.  If  you 
decrease  your  advertising  during  the  year,  during 
what  months  do  you  cut  it?  July,  August,  and 
September.  How  many  words,  generally  speak- 
ing, ought  to  be  in  an  ordinary  four-inch  single 
coTumn  advertisement  ? 60  to  70. 

NEW  YORK  MILITARY  ACADEMY,  Corn- 
wall-on- Hudson,  N.  Y.  To  your  business  what  is 
the  relative  advertising  value  of  highest-class 
magazines?  70%.  Illustrated  papers ? 5%.  Re- 
ligious papers  ? 20%.  Large  city  dailies  ? 5%. 
Exclusive  of  the  country  dailies  and  w’eeklies,  how 
many  publications  can  you  use  to  advantage  t 50. 
If  you  were  to  double  your  advertising  appropria- 
tion, what  per  cent,  of  additional  publications 
would  you  take  ? 10%.  What  per  cent,  would  you 
increase  your  space  ? In  most  cases  100%.  Does 
an  advertisement  of  given  size,  every  issue,  pay 
you  better  than  twice  as  large  an  advertisement, 
every  other  issue,  in  a monthly?  Yes.  Weekly? 
Yes.  Daily?  Yes.  How  much  more  is  it  worth, 
approximately,  to  have  your  advertisement  next  to 
reading  matter,  or  facing  reading  matter  ? Our 
ads.  are  always  classified  and  we  so  prefer  them. 
How  often  do  you  change  your  advertisements  in 
magazines?  Monthly  Weeklies?  No  regular 
intervals,  but  often  changed.  Dailies?  No  regular 
intervals,  but  often  changed.  What  proportion  of 
your  advertisements  contain  cuts?  25%.  If  you 
decrease  your  advertising  during  the  year,  during 
what  months  do  you  cut  it  ? October  to  May. 
How  many  words,  generally  speaking,  ought  to  be 
in  an  ordinary  four-inch  sihgle  column  advertise- 
ment? 50.  Flow  long  did  you  advertise  before 
you  got  your  money  back?  Has  always  paid. 

THE  CUDAHY  PHARMACEUTICAL 
COMPANY,  Rex  Brand  Extract  of  Beef,  South 
Omaha,  Neb.  To  your  business  what  is  the  rela- 
tive advertising  value  of  highest-class  magazines? 
25%.  Religious  papers ? 22%*  Catalogues?  50%. 
Circulars?  i%|.  Lithographic  cards  and  hangers  ? 
2%.  Exclusive  of  the  country  dailies  and  weeklies, 
how  many  publications  can  you  use  to  advantage  ? 
50.  If  you  were  to  double  your  advertising  ap- 
propriation, what  per  cent  of  additional  publica- 
tions would  you  take?  Same  ratio.  What  per 
cent,  would  you  increase  your  space?  None. 
l)oes  an  advertisement  of  given  size,  every  issue, 


9o6 


FOWLER’S  PUBLICITY 


pay  you  better  tJian  twice  as  large  an  advertise- 
iiietu,  every  oilier  issue,  in  a monthly?  No. 
Weekly?  Nt)  How  often  do  you  change  your  ad- 
vertiseinenls  in  magazines  ? Monthly.  Weeklies? 
Weekly.  What  oroportion  of  your  advertisements 
contain  cuts?  All.  If  you  decrease  your  advertis-  ] 
ing  during  the  year,  during  what  months  do  you 
cut  it?  May,  June,  July,  and  August. 

HKRKKLEY  SCHOOL.  New  York  City.  To 
your  business  what  is  the  relative  advertising  value 
of  highest-class  magazines?  25%.  Large  city 
dailies?  65%.  Catalogues?  10%.  Circulars?  10%. 
Never  use  the  country  dailies  and  weeklies.  If 
you  were  to  double  your  advertising  appropriation, 
what  per  cent,  of  additional  publications  would 
voutake?  All  in  city  dailies  and  large  magazines. 
VVhat  per  cent., would  you  increase  your  space? 
100%.  Does  an  advertisement  of  given  size,  every 
issue,  pay  you  better  than  twice  as  large  an  adver- 
tisement, every  other  issue,  in  a monthly?  Yes. 
Weekly?  Yes.  Daily?  Yes.  How  much  more 
is  it  worth,  approximately,  to  have  your  advertise- 
ment next  to  reading  matter,  or  facing  reading 
matter?  Nothing  (for  schools.).  How  often  do 
you  change  your  advertisements  in  magazines, 
weeklies,  dailies  ? Each  month  during  season  of 
four  months  — July  to  October.  What  proportion 
of  your  advertisements  contain  cuts?  20%.  If 
you  decrease  your  advertising  during  the  year, 
during  w'hat  months  do  you  cut  it  ? June  (out  of 
June,  July,  August,  September).  How  long 
did  you  advertise  before  you  got  your  money 
back  ? One  to  four  months. 

MESINGER  SADDLE,  New  York  City.  To 
your  business  what  is  the  relative  advertising  value 
of  highest-class  magazines?  6%.  Family  maga- 
zines and  papers  of  medium  grade?  6%.  Illus- 
trated papers?  18%.  Religious  papers?  6%. 
Large  city  dailies?  30%.  Trade  papers?  12%. 
Catalogues?  18%.  Lithographic  cards  and  hangers  ? 
4%.  Exclusive  of  the  country  dailies  and  weeklies, 
how  many  publications  can  you  use  to  advantage  ? 
78.  If  you  were  to  double  your  advertising  appro- 
priation, what  per  cent,  of  additional  publications 
would  you  lake?  50%.  What  per  cent,  would 
you  increase  your  space  ? 50%.  Does  an  adver- 
tisement of  given  size,  every  issue,  pay  you  better 
than  twice  as  large  an  advertisement,  every  other 
issue,  in  a monthly?  Yes.  Weekly?  Yes.  Daily  ? 
No.  How  much  more  is  it  worth,  approximately, 
to  have  your  advertisement  next  to  reading  matter, 
or  facing  reading  matter?  In  dailies  only  50%. 
How  often  do  you  change  your  advertisements  in 
magazines?  Every  issue.  Weeklies?  Every  issue. 
Dailies?  Every  issue.  What  proportion  of  your 
advertisements  contain  cuts?  100%.  If  you  de- 
crease your  advertising  during  the  year,  during 
what  months  do  you  cut  it  ? September  to  March. 
How  many  words,  generally  speaking,  ought  to  be 
in  an  ordinary  four-inch  single  column  advertise- 
ment? With  cut,  excluding  name  and  address,  40 
to  50.  How  long  did  you  advertise  before  you  got 
your  money  back  ? Six  months. 

CHICAGO  GREAT  WESTERN  RAIL- 
WAY, Chicago,  ill.  To  your  business  what  is 
the  relative  advertising  value  of  highest-class  maga- 
zines? 3%.  Family  magazines  and  papers  of 
medium  grade?  2%.  Illustrated  papers?  5%. 
Religious  papers ? 2%.  Agricultural  papers?  8%. 
Large  city  dailies?  25%.  Country  dailies?  7%. 
Country  weeklies?  15%.  Trade  papers?  1%. 
Posters?  2%.  Circulars?  10%.  Lithographic 
cards  and  hangers?  10%.  Calendars?  10%. 
Exclusive  of  the  country  dailies  and  weeklies,  how 
many  publications  can  you  use  to  advantage?  200. 
If  you  were  to  double  your  advertising  appropria- 
tion, what  percent,  of  additional  publications  would 
you  take?  100%.  What  per  cent,  would  you  in- 
crease your  space?  Nil.  Does  an  advertisement 
of  given  size,  every  issue,  pay  you  better  than  twice 
as  large  an  advertisement,  every  other  issue,  in  a 
monthly?  Yes.  Weekly?  No.  Daily?  No. 
How  much  more  is  it  worth,  approximately,  to 
have  your  advertisement  next  to  reading  matter, 
or  facing  reading  matter?  25%.  How  often  do 
you  change  your  advertisements  in  magazines  ? 
Monthly.  Weeklies?  Monthly.  Dailies?  Weekly. 
What  proportion  of  your  advertisements  contain 
cuts  ? 90%.  If  you  decrease  your  advertising 

during  the  year,  during  what  months  do  you  cut  it  ? 
November,  December,  January,  and  February. 
How  many  words,  generally  speaking,  ought  to  be 
in  an  ordinary  four-inch  single  column  advertise- 
ment ? 100. 

UNION  PACIFIC  RAITAVAY  SYSTEM, 
Omaha,  Neb.  To  your  business  what  is  the  rela- 
tive advertising  value  of  highest-class  magazines  ? 
5%.  Family  magazines  and  papers  of  medium 
grade?  10%.  Illustrated  papers?  5%.  Relig- 


ious papers?  5%.  Agricultural  papers  ? 5%.  Large 
city  dailies  ? 40%.  Country  dailies  ? 15%.  Coun- 
t!T  weeklies?  3%.  'I’rade  papers  ? 2%.  Posters? 
2%.  Catalogues?  2%.  Circulars?  2%.  Litho- 
graphic cards  and  hangers  ? 2%.  Calendars?  2%. 

I Exclusive  of  the  country  dailies  and  weeklies,  how 
many  publications  can  you  use  to  advantage  ? Very 
few.  If  you^were  to  double  your  advertising  ap- 
propriation, what  per  cent,  of  additional  publica- 
tions would  you  take?  Double  the  publications  in 
daily  papers,  and  double  the  size  of  reading  notices. 
What  per  cent,  would  you  increase  your  space  ? 
50%.  Does  an  advertisement  of  given  size,  every 
issue,  pay  you  better  than  twice  as  large  an  adver- 
tisement, every  other  issue,  in  a monthly?  Yes. 
Weekly?  Yes.  Daily?  Yes.  How*  much  more  is  it 
worth,  approximately,  to  have  your  advertisement 
next  to  reading  matter,  or  facing  reading  matter? 
75%.  How  often  do  you  change  your  advertise- 
ments in  magazines  ? Standing  ad.  for  6 months. 
Weeklies?  Frequently.  Dailies?  Frequently. 
What  proportion  of  your  advertisements  contain 
cuts  ? In  addition  to  trade-mark,  10%.  If  you 
decrease  your  advertising  during  the  year,  during 
what  months  do  you  cut  it  ? During  winter  months. 

HOLMES  & EDWARDS  SILVER  COM- 
PANY, Bridgeport,  Conn.  To  your  business  what 
is  the  relative  advertising  value  of  highest-class 
magazines?  20%.  Family  magazines  and  papers 
of  medium  grade  ? 25%.  Illustrated  papers?  10%. 
Religious  papers?  25%.  Trade  papers?  5%. 
Catalogues  ? 5%.  Circulars  ? 10%.  Exclusive 

of  the  country  dailies  and  weeklies,  how  many 
publications  can  you  use  to  advantage?  Ordinarily 
from  30  to  50.  If  you  were  to  double  your  adver- 
tising appropriation,  what  per  cent,  of  additional 
publications  would, you  take?  75%.  What  per 
cent,  would  you  increase  your  space  ? 25%.  Does 
an  advertisement  of  given  size,  every  issue,  pay 
you  better  than  twice  as  large  an  advertisement, 
every  other  issue,  in  a monthly?  Yes.  Weekly? 
Yes.  Daily?  Yes.  How  much  more  is  it  worth, 
approximately,  to  have  your  advertisement  next  to 
reading  matter,  or  facing  reading  matter?  75%. 
How  often  do  you  change  your  advertisements  in 
magazines?  Monthly.  Weeklies?  Monthly.  What 
pr^ortion  of  your  advertisements  contain  cuts? 
90%.  If  you  decrease  your  advertising  during  the 
year,  during  what  months  do  you  cut  it?  January 
ist,  May  2d,  June  3rd,  February  4th.  How  many 
words,  generally  speaking,  ought  to  be  in  an  ordi- 
nary four-inch  single  column  advertisement?  With 
cut,  50  to  75. 

SIEGEL-COOPER  COMPANY,  Department 
Store,  New  York  City.  To  your  business  what  is 
the  relative  advertising  value  of  large  city  dailies  ? 
90%.  Posters  ? 10%.  Does  an  advertisement  of 

given  size,  every  issue,  pay  you  better  than  twice 
as  large  an  advertisement,  every  other  issue,  in  a 
daily?  Don’t  know;  we  take  whatever  space  is 
necessary.  How  often  do  you  change  your  adver- 
tisements in  dailies?  Every  day,  and  don’t  even 
mention  same  article  two  days  in  succession.  What 
proportion  of  your  advertisements  contain  cuts  ? 
100%.  . 

ESTEY  ORGAN  COMPANY,  Brattleboro, 
Vt.  To  your  business  what  is  the  relative  adver- 
tising value  of  religious  papers?  35%-  Agricul- 
tural papers?  25%.  Novelties.^  10%.  Catalogues? 
10%.  Lithographic  cards  and  hangers?  10%. 
Calendars?  10%.  Exclusive  of  the  country  dailies 
and  weeklies,  how  many  publications  can  you  use 
to  advantage?  Can’t  say.  Does  an  advertisement 
of  given  size,  every  issue,  pay  you  better  tlian 
twice  as  large  an  advertisement,  every  other  issue, 
in  a monthly?  No.  Weekly?  No.  Daily?  No. 
How  much  more  is  it  worth,  approximately,  to 
have  your  advertisement  next  to  reading  matter,  or 
facing  reading  matter?  In  newspapers  next  read- 
ing matter  is  most  valuable.  How  often  do  you 
change  your  advertisements  in  magazines?  Once 
a quarter.  Weeklies?  Once  a montli.  What 
proportion  of  your  advertisements  contain  cuts? 
75%.  If  you  decrese  your  advertising  during  the 
year,  during  what  months  do  you  cut  it?  May, 
June,  July,  August. 

DAVIDSON  RUBBER  COMPANY,  Drug- 
gists’ Sundries,  Boston,  Mass.  To  your  business 
what  is  the  relative  advertising  value  of  highest- 
class  magazines?  15%.  Family  magazines  and  il- 
lustrated papers  of  medium  grade?  40%.  Trade 
papers?  10%.  Catalogues?  10%.  Circulars? 
10%.  Calendars?  15%.  Exclusive  of  the  country 
dailies  and  weeklies,  how  many  publications  can 
you  use  to  advantage  ? About  a dozen  or  fifteen. 
If  you  were  to  double  your  advertising  appro- 
priation, what  per  cent,  of  additional  publications 
would  you  take?  20%  hi^h-class  magazines. 
20%  illustrated  family  magazines.  40%  religious 


and  agricultural.  10%  trade  papers.  10%  cir- 
culars. What  per  cent,  would  you  increase  your 
space  ? Should  not  increase  mucli,  if  any.  Does 
an  advertisement  of  given  size,  every  issue,  pay 
you  better  than  twice  as  large  an  advertisement, 
every  other  issue,  in  a monthly?  We  think  it 
does.  How  much  more  is  it  worth,  approxi- 
mately, to  have  your  advertisement  next  to  reading 
matter, or  facing  reading  matter?  40%.  How  often 
do  you  change  your  advertisements?  We  have 
no  arbitrary  rule;  it  depends  on  the  way  the  ad. 
takes  and  our  impression  of  its  value.  What  pro- 
portion of  your  advertisements  contain  cuts?  95%. 

THE  GLOBE  COMPANY,  Business  Furni- 
ture, Cincinnati,  Ohio.  To  your  business  what  is 
the  relative  advertising  value  of  highest-class  maga- 
zines? 20%.  Tradepapers?  10%.  Catalogues? 
40%.  Circulars?  30%.  Exclusive  of  the  coun- 
try dailies  and  weeklies,  how  many  publications 
can  you  use  to  advantage?  30.  If  you  were  to 
double  your  advertising  appropriation,  what  per 
cent,  of  additional  publications  would  you  take? 
100%.  What  per  cent,  would  you  increase  your 
space?  25%.  Does  an  advertisement  of  given  size, 
every  issue,  pay  you  better  than  twice  as  large  an 
advertisement,  every  other  issue,  in  a monthly? 
Yes.  How  often  do  you  change  your  adver- 
tisements in  magazines?  Each  issue.  What 
proportion  of  your  advertisements  contain  cuts? 
95%.  If  you  decrease  your  advertising  during 
the  year,  during  what  months  do  you  cut  it  ? June, 
July,  August.  How  many  words,  generally  speak- 
ing, ought  to  be  in  an  ordinary  four-inch  single 
column  advertisement?  401050. 

JOSEPH  DIXON  CRUCIBLE  CO.,  Jer- 
sey City,  N.  J.  A few  family  magazines  and 
papers  of  medium  grade.  A few  religious 
papers.  All  trade  papers.  Catalogues  exten- 
sively. Does  an  advertisement  of  given  size,  every 
issue,  pay  you  better  than  twice  as  large  an  adver- 
tisement, every  other  issue,  in  a monthly?  Yes. 
Weekly?  Yes.  Daily?  Yes.  How  much  more  is  it 
w’orth,  approximately,  to  have  your  advertisement 
next  to  reading  matter,  or  facing  reading  matter  ? 10 
to  25%.  How  often  do  you  change  your  advertise- 
ments in  magazines  ? Each  month.  Weekly?  Trade 
papers,  frequently.  What  proportion  of  your  ad- 
vertisements contain  cuts  ? 50%. 

MONARCH  CYCLE  MANUFACTURING 
COMPANY,  Chicago,  111.  To  your  business  what 
is  the  relative  advertising  value  of  highest-class 
magazines?  15%.  Family  magazines  and  papers 
of  medium  grade?  i5%»  Illustrated  papers ? 10%. 
Religious  papers  ? 5%.  Large  city  dailies?  15%. 
Country  dailies?  5%.  Country  weeklies?  5%. 
Trade  papers?  15%.  Catalogues?  12%.  Cir- 
culars? 1%.  Lithographic  cards  and  hangers?  2%. 
Exclusive  of  the  country  dailies  and  weeklies,  how 
many  publications  can  you  use  to  advantage  ? We 
used  300  this  year.  If  you  w’ere  to  double  your 
advertising  appropriation,  what  per  cent,  of  addi- 
tional publications  would  you  take  ? 25%.  What 
per  cent,  would  you  increase  your  space?  75%. 
Does  an  advertisement  of  given  size,  every  issue, 
pay  you  better  than  twice  as  large  an  advertise- 
ment, every  other  issue,  in  a monthly?  Yes, 
usually.  Weekly?  Yes,  usually.  Daily?  Yes, 
usually.  How  much  more  is  it  worth,  approxi- 
mately, to  have  your  advertisement  next  to  read- 
ing matter,  or  facing  reading  matter?  Not  more 
than  25%;  but  we  wouldn’t  pay  that.  In  women’s 
publications,  nothing.  How  often  do  you  change 
your  advertisements  in  magazines?  Monthly. 
Weeklies?  Every  other  week.  Dailies?  Every 
day.  What  proportion  of  your  advertisements 
contain  cuts?  100%.  If  you  decrease  your  adver- 
tising during  the  year,  during  what  months  do  you 
cut  it?  July  and  August.  How  many  words, 
generally  speaking,  ought  to  be  in  an  ordinary 
four-inch  single  column  advertisement?  Wiihout 
cut,  30  to  50  words.  With  cut,  less,  in  proportion 
to  size  of  cut.  How  long  did  you  advertise  before 
you  got  your  money  back  ? First  year. 

NEW  HAVEN  STEAMBOAT  COMPANY, 
New  York  City.  To  your  business  what  is  the 
relative  advertising  value  of  large  city  dailies? 
17%.  Country  dailies ? 17%.  Country  weeklies? 
16%.  Books?  13%.  Circulars?  12%.  Litho- 
graphic cards  and  hangers?  U%»  Calendars? 
12%.  Exclusive  of  the  country  dailies  and  weeklies, 
I10W  many  publications  can  you  use  to  advantage  ? 
Few  outside  of  regular  country  papers?  If  j'ou 
were  to  double  your  advertising  appropriation, 
what  per  cent,  of  additional  publications  would 
you  take?  Double  county  pajiers.  Does  an 
advertisement  of  given  size,  every  issue,  pay  you 
better  than  twice  as  large  an  advertisement,  every 
other  issue,  in  a monthly?  Yes.  Weekly?  Yes. 
Daily?  Yes.  How  much  more  is  it  worth,  approxi- 


iM<.'a''i'K'.\L  orixlox 


mately,  W>  liAvi'  your  aclvcrlisrnicnt  ucxi  to  rc.i<liu’ 
m.ilttTi  or  J.u iu|4  rc.uUuK  mailer?  i.h/,.  How 
otleii  <lo  you  tli.uiKe  y<*ur  ailverliseincnts  in 
mai;a/.inea  ? I'  requcmly . Weeklies  ? !■  ici|ueiuly. 
Hallies?  I'requeullv.  Wlial  pronoriiuu  ot  y»»ur 
ailvcriisenieuis  eoniaiu  cuts  ? 75%.  If  you  de- 

crease your  advertising  during  ikc  year,  during; 
wliat  months  do  you  cut  it?  November,  Decem- 
ber, .lanuarv,  February,  nml  Mareli.  How  Itni^ 
did  you  advertise  before  you  got  your  money 
back?  Sometimes  immediately. 

THO^^  \S  J.  UI’TON,  “ I.iplon’s  ('eylon 
'I'eas.”  London,  Fngland.  To  your  l)Usiness  what 
is  the  relative  ailvertising  \.ilue  of  highest-class 
magazines?  5%.  1‘apers?  15%.  1 -arge  city  dailies  ? 
30' r.  Loun'try  dailies  ? is'/’t  - Country  weeklies? 
lo^r.  'I'rade  papers ? 5^T.  Posters?  15'^.  C'ir- 

culars?  5'  r.  Kxclusive  of  the  country  dailies  and 
weeklies,  how  many  publications  can  you  use  to 
advantage?  About  300.  If  you  were  to  double 
your  advertising  appropriation,  what  per  cent,  of 
additional  publications  would  you  take?  10%. 
I )oesan  advertisement  of  given  si/.e,  every  issue, pay 
you  better  than  twice  as  large  an  advertisement, 
ever>’ otherissue,  in  a monthly  r No.  Weekly?  No. 
Daily?  No.  How  much  more  is  it  worth,  approxi- 
mately, to  have  your  advertisement  next  to  reading 
matter,  or  facing  reading  matter?  75^/r.  How 
often  do  you  change  your  advertisements  in  maga- 
zines? P)i-monthly.  Weeklies?  Monthly.  Dailies? 
Monthly.  \\’hat  proportion  of  your  advertise- 
ments contain  cuts?  55%.  How  many  words, 
generally  si)eaking,  ought  to  be  in  an  ordinary 
four-inch  single  column  advertisement?  40  words. 
How  long  did  vou  advertise  before  you  got  your 
money  back?  Promptly. 

GEORGE  P.  RENT,  Crown  Pianos.  Chicago, 
111.  To  your  business  what  is  the  relative  adver- 
tising value  of  higliest-class  magazines?  25%. 
Family  magazines  and  papers  of  medium  grade? 
10%.  Illustrated  papers?  5%.  Religious  papers ? 

Trade  papers?  15%.  Posters?  5%.  Catalogues? 
23^r.  Circulars?  5%.  Lithographic  cards  and 
hangers?  5%.  K.xclusive  of  the  country  dailies 
and  weeklies,  how  many  publications  can  you  use 
to  advantage?  Less  than  50.  If  you  were  to 
double  your  advertising  appropriation,  what  per 
cent,  of  additional  publications  would  you  take? 
60%.  What  per  cent,  would  you  increase  your 
space?  None.  Does  an  advertisement  of  given 
size,  every  issue,  pay  you  better  than  twice  as 
large  an  advertisement,  every  other  issue,  in  a 
monthly?  No.  Weekly?  No.  Daily?  No. 
How  much  more  is  it  worth,  approximately,  to 
have  your  advertisement  next  to  reading  matter, 
or  facing  reading  matter?  100%.  How  often  do 
you  change  your  advertisements  in  magazines? 
Every  issue.  Weeklies?  Every  issue  if  can. 
Dailies?  Don't  use.  What  proportion  of  your 
advertisements  contain  cuts?  100%.  If  you  de- 
crease your  advertising  during  the  year,  during 
what  months  do  you  cut  it?  January  and  Febru- 
an.',  July  and  August.  How  long  did  you  advertise 
before  you  got  your  money  back?  From  the  first, 
but  it  gains  constantly. 

CYCLE  COMPONENTS  MANUFACTUR- 
ING COMPANY,  London,  England.  To  your 
business  what  is  the  relative  advertising  value  of 
highest-class  magazines?  5%.  h'amily  magazines 
and  papers  of  medium  grade?  3%.  Illustrated 
papers?  5%.  Religious  papers?  2%.  Large 
city  dailies?  5%.  Country  dailies?  i^.  Country 
weeklies?  aTo.  Trade  papers?  50%.  Catalogues? 
10%.  Circulars?  10%.  Lithographic  cards  and 
hangers?  5%.  Exclusive  of  the  country  dailies 
and  weeklies,  how  many  publications  can  you  use 
to  advantage?  25.  If  you  were  to  double  your 
advertising  appropriation,  what  per  cent,  of  addi- 
tional publications  would  you  take?  100%.  What 
per  cent,  would  you  increase  your  space?  Nil. 
Does  an  advertisement  of  given  size,  every  issue, 
pay  you  better  than  twice  as  large  an  advertise- 
ment, every  other  issue,  in  a monthly?  Yes. 
Weekly?  Yes.  Daily?  No.  How  much  more 
is  it  worth,  approximately,  to  have  your  advertise- 
ment next  to  reading  matter,  or  facing  reading 
matter?  20%.  How  often  do  you  change  your 
advertisements  in  magazines?  Every  issue. 
Weeklies?  Every  issue.  Dailies?  Once  a week. 
What  proportion  of  your  advertisements  contain 
cuts?  25%.  If  you  decrease  your  advertising 
during  the  year,  during  what  months  do  you  cut 
it?  Autumn.  How  long  did  you  advertise  before 
you  got  your  money  back?  A week  or  hours. 

CANADA  ATLANTIC  RAILWAY  COM- 
PANY, Ottawa,  Canada.  I'o  your  business  what  is 
the  relative  advertising  value  of  highest-class  mag- 
azines? 1%.  F’amily  magazines  and  papers  of 
medium  grade?  3%.  Illustrated  papers?  i%. 
Agricultural  papers?  1%.  Large  city  dailies? 


( ‘ounti  y (l.iilit  •' ? ( 'ounlry  u fcklir  - 

4,',.  'Ii.ulc  p.i|u'is,*  5';^.  I’osicrs.'  7^//.  l^ii 
lul.ii',.'’  r.  Lilliogr.iphic  i.irds  ami  h.ingct  -' 
is'.r.  I '.ilcml.irs  ? i/  '{.  1-Ai  liisivr  of  tlioiountry 
il.iiru’s  and  \\vi-kli«'s,  how  in.iny  publitatidns  (,m 
you  Use  to  ailvant.igc?  Don’t  know.  Wh.it  per 
cent,  would  you  imre.isi*  ycnir  sp.u  e?  I m lease 
sjiace  25G  . I >oes  an  advertisement  of  gi\ a n si/e, 
every  issue,  pay  you  belter  than  twice  .is  large  an 
.idvertisement,  every  other  issue,  in  a monthly? 
\’es.  Weekly?  \ es,  Daily?  ^'es.  Mow  much 
more  is  it  worth,  approximately,  to  have  your  ad- 
vertisement next  to  reading  matter,  or  lacing  read- 
ing m.itter?  6oU^..  How  often  do  you  change 
vour  advertisements  in  niaga/ines?  Monthly. 
Weeklies?  Weekly.  Dailies?  D.iily.  What  pro- 
portion of  your  advertisements  taintain  cuts?  SoG*;. 
If  you  decrease  your  advertising  during  the  year, 
during  what  months  do  you  cut  it?  September  to 
April,  but  possibly  not  from  ist  to  23th  December. 
How  many  words,  generally  speaking,  ought  to 
be  in  an  ordinary  four-inch  single  column  adv’er- 
tisemenl?  10  words  display,  30  words  small. 
IIow' long  did  you  advertise  before  you  got  your 
money  back?  6 to  S years. 

THE  WALTER  M.  LOWNKY  COMPANY, 
Chocolate  Ronbon  Manufacturers,  Roston,  Mass. 
'I'o  your  business  wliat  is  the  relative  advertising 
value  of  highest-class  magazines  ? 60%.  Ladies’ 
Home  Journal  and  Youth’s  Companion  ? 20% 
Illustrated  papers?  4%,  Large  city  dailies ? 5%. 
Country  dailies?  1%.  Country  weeklies?  1%. 
'IVade  papers ? 1%.  Catalogues?  3%.  Circulars? 
2%.  Lithographic  cards  and  hangers  ? 3%.  F^x- 

clusive  of  the  country  dailies  and  weeklies,  how' 
many  publications  can  you  use  to  advantage  ? 
25.  If  you  were  to  double  your  advertising  ap- 
jiropriation,  what  per  cent,  of  additional  publica- 
tions would  you  take  ? 75%.  What  per  cent, 
would  you  increase  your  space?  25%.  Does  an 
advertisement  of  given  size,  every  issue,  pay  you 
better  than  twice  as  large  an  advertisement,  every 
other  issue,  in  a monthly?  Yes.  Weekly?  No. 
Daily?  Yes.  How  much  more  is  it  worth,  ap- 
proximately, to  have  your  advertisement  next  to 
reading  matter,  or  facing  reading  matter?  50%. 
How'  often  do  you  change  your  advertisements  in 
magazines?  i-ve^  month.  Weeklies?  Usually 
every  week.  Dailies?  Every  day.  What  pro- 
portion of  your  advertisements  contain  cuts?  95%. 
If  you  decrease  your  advertising  during  the  year, 
during  what  months  do  you  cut  it?  July  and 
August.  How  many  w’ords,  generally  speaking, 
ought  to  be  in  an  ordinary  four-inch  single  column 
advertisement?  15  or  less.  How  long  did  you 
advertise  before  you  got  your  money  back  ? Four 
to  six  months. 

DEERING  HARVESTER  COMPANY,  Chi- 
cago, III.  To  your  business  what  is  the  relative 
advertising  value  of  religious  papers  ? 2%.  Agri- 
cultural papers?  13%.  Trade  papers? 
Posters?  yfc-  Catalogues?  50%.  Circulars  and 
Deering  Farm  Journal  (monthly)?  20%.  Exclu- 
sive of  the  country  dailies  and  weeklies,  how  many 
publications  can  you  use  to  advantage?  Usually 
use  60.  If  you  were  to  double  your  advertising 
appropriation,  w'hat  per  cent,  of  additional  publi- 
cations would  you  take?  33 What  per  cent, 
w'ould  you  increase  your  space?  50%.  Does 
an  advertisement  of  given  size,  every  issue, 
pay  you  better  than  twice  as  large  an  advertise- 
ment. everj^  other  issue,  in  a monthly?  Yes« 
Weekly?  Yes.  Daily?  Yes.  How  much  more 
is  it  worth,  approximately,  to  have  your  advertise- 
ment next  to  reading  matter,  or  facing  reading 
matter?  20%.  How  often  do  you  change  vour 
advertisements  in  magazines?  Don'tuse.  Weeklies."* 
Every  issue.  Dailies?  Don’t  use.  What  propor- 
tion of  your  advertisements  contain  cuts?  90%. 
If  you  decrease  your  advertising  during  the  year, 
during  what  montlis  do  you  cut  it?  July  to  Jannary. 
How’  many  words,  generally  speaking,  ought  to  be 
in  an  ordinary  four-inch  single  column  advertise- 
ment? 50. 

LADD  & COFFIN,  “Lundborg’s  perfumes,’’ 
New  York  City.  Exclusive  of  the  country  dailies 
and  weeklies,  how  many  publications  can  you  use 
to  advantage?  Haven't  time  to  figure.  If  you 
were  to  double  your  advertising  appropriation, 
what  per  cent.  01  additional  publications  would 
you  take?  Can't  say.  Does  an  advertisement  of 
given  size,  every  issue,  pay  you  better  than  twice 
as  large  an  advertisement,  every  other  isuse,  in  a 
monthly?  No.  Weekly?  No.  Daily?  No.  How 
much  more  is  it  worth,  approximately,  to  have 
your  advertisement  next  to  reading  matter,  or  facing 
reading  matter?  .Always  try  to  get  it  without  extra 
charge.  How  often  do  you  change  your  advertise- 
ments? Depends  upon  how  good  the  ad.  is. 
What  proportion  of  your  advertisements  contain 
cuts?  About  50%.  If  you  decrease  your  adver- 


tising during  tin-  v.  ,u . during  v.  li.it  month  . do  y»,u 
cut  July,  August,  .'scptcinljcr. 

STFKLINt;  CYt  I.L  WORK  Cl.L.igo,  111. 
'I'o  your  busitu  > wli.it  i-  llic  rel.ilive  .idv':rlisin 
value  ot  higiii  sl-t  l.i- . inag.i/.im  . i'/,]  Joiniily 

ni.ig.i/iiu  . .iiul  j).iperH  ot  medium  gr-ul'.-.''  5'',/. 

Illustrated  jjapers?  q%.  Religious  p.ijier*  ' 
Agricultural  pajarrs?  5G  • l^arge  city  daihe  ' 
f57r.  'I'raile  p.ijters?  n/J  Rosters.' 

( 'atalogue--' ? Litliograpliic  cards  and 

liangei  1?  5%.  l\xclusive  ot  ilic  country  dailic- 

aml  sseeklies,  how  many  publications  c.ui  you  use 
to  advantage?  “ Advantage”  a fjueslif>n,  do  use 
close  to  40.  If  you  were  to  (Ioul>le  your  advertis- 
ing  appropriation,  what  iier  cent,  of  addiiimial 
puolitalions  would  you  take?  None  would  use 
special  features,  \vhat  jier  cent,  would  you  in- 
crease vour  space?  None.  Docs  an  advertise- 
ment of  given  size,  every  issue,  pay  you  better  than 
twice  as  large  an  advertisement,  every  other  issue, 
inamontldy?  Yes.  W’eekly?  Yes.  Itaily?  Yes. 
How  much  more  is  it  wortli,  approximately,  to 
have  your  advertisement  next  to  reading  matter,  or 
facing  reading  matter?  Can’t  give  per  cent,  but 
use  preferred  spaces  always.  How  often  do  you 
change  vour  adv'ertisements  in  magazines?  Each 
issue.  Weeklies?  Each  issue.  Dailies?  Weekly. 
What  proportion  of  your  advertisements  contain 
cuts?  50%.  If  you  decrease  your  advertising 
during  the  year,  during  wliat  months  do  you  cut 
it?  August,  September,  October.  How  long 
did  you  advertise  before  you  got  your  money 
back?  Got  it  back  second  year. 

ROGERS,  PEET  & CO.,  Furnishers  for 
Men  and  Boys,  New  A’ork  City.  'I'o  your  busi- 
ness what  is  the  relative  advertising  value  of  large 
city  dailies?  100%.  Exclusive  of  the  country 
dailies  and  weeklies,  how  many  publications  can 
you  use  to  advantage?  All  the  city  dailies.  If 
you  were  to  double  your  advertising  appropriation, 
what  per  cent,  of  additional  publications  would 
you  take?  All  the  dailies  we  do  not  now  use. 
What  per  cent,  would  you  increase  your  space? 
None.  Does  an  advertisement  of  given  size,  every 
issue,  pay  you  better  than  twice  as  large  an  adver- 
tisement, every  other  issue,  in  a daily?  Yes.  How 
much  more  is  it  worth,  approximately,  to  have 
your  advertisement  next  to  reading  matter,  or  fac- 
ing reading  matter?  Perhaps  10  or  15^.  How 
often  do  you  chang&your  advertisements  in  dailies? 
Everyday.  What  proportion  ot  your  advertise- 
ments contain  cuts?  100%.  If  you  decrease  your 
advertising  during  the  year,  during  what  months 
do  you  cut  it?  Keep  it  up  all  the  year. 

W.  L.  DOUGLAS  SHOE  COMPANY, 
Brockton,  Mass.  To  your  business  what  is  tlie 
relative  advertising  value  of  highest-class  maga- 
zines? 25%.  EamiW  magazines  and  papers  of 
medium  grade?  25^.  Illustrated  papers ? 25%. 

Large  city  dailies?  25%.  Does  an  advertisement 
of  given  size,  every  issue,  pay  you  better  than 
twice  as  large  an  advertisement,  every  other  issue, 
in  a monthly?  Yes.  Weekly?  Depends  on  cir- 
cumstances. Daily?  Rather  have  it  every  other 
day.  How  much  more  is  it  worth,  approximately, 
to  have  your  advertisement  next  to  reading  matter, 
or  facing  reading  matter?  Not  much.  How  often 
do  you  change  your  advertisements  in  magazines? 
Every  three  months.  Weeklies?  Once  a month. 
Dailies?  Every  day.  What  proportion  of  your 
advertisements  contain  cuts?  100%. 

GEORGE  M.  CLARK  & CO.,  Jewel  Gas 
and  Gasolene  Stoves,  Chicago,  III.  'To  your  busi- 
ness what  is  the  relative  advertising  value  of  trade 
papers?  50%.  Catalogues?  25%.  Circulars? 
25%.  Does  an  advertisement  of  given  size,  every 
issue,  pay  you  better  than  twice  as  large  an  adver- 
tisement, every  other  issue,  in  a monthly?  Yes. 
Weekly?  Yes.  Daily?  Yes.  How  much  more 
is  it  worth,  approximately,  to  have  your  advertise- 
ment next  to  reading  matter,  or  facing  reading 
matter?  100%.  How  often  do  you  change  your 
advertisements  in  magazines?  Monthly  or  yearly. 
Weeklies?  Weekly  or  yearly.  Dailies?  Daily  or 
yearly.  What  pr^ortion  of  your  advertisements 
contain  cuts?  25%.  How  many  words,  generally 
speaking,  ought  to  be  in  an  ordinary  four-inch 
single  column  advertisement?  40  words. 

AMES  & FROST  COMPANY,  Bicycles. 
Chicago,  111.  To  vour  business  what  is  the  rela- 
tive advertising  value  of  highest-class  magazines? 
16%.  Family  magazines  and  papers  of  medium 
grade?  11%.  Illustrated  papers.^  16%.  Large 
city  dailies?  11%.  Trade  papers?  7%.  Cata- 
logues? 22%.  Circulars?  5^%*  Lithographic 
cards  and  hangers?  5^%*  Calendars?  3%.  Novel- 
ties? 3%.  Does  an  advertisement  of  given  size, 
every  issue,  pay  you  better  than  twice  as  large  an 
advertisement,  every  other  issue,  in  a monthly? 


908 


FOWLER'S  PUF>LICrrY 


Yes.  Vv'cekly?  Yes.  Daily?  Yes.  How  much 
more  is  il  worth,  aijproximately.  to  ha\'e  your  ad- 
vertisement next  to  reading  mattei,  or  lacing  read- 
ing matter?  25%.  ^^ow  olteii  do  vou  c!»ange 
vour  advertisements  in  magazines?  fSvery  issue. 
XVeeklies.^  Kvery  issue.  I)ailies?  Every  issue. 
I low  many  words,  generally  speaking,  ought  to  be 
in  an  ordinary  four-inch  single  column  advertise- 
ment? 75  to  100.  How  long  did  you  advertise 
belore  you  gut  your  money  back?  Immediate. 

CORNISH  & CO.,  Manufacturers  Pianos  and 
Organs,  Washington,.  N.  J.  'lo  your  business 
what  is  the  relative  advertising  value  of  highest- 
class  magazines?  13%.  Family  magazines  and 
papers  of  medium  grade?  26%.  1 llustrated  papers  ? 
10%.  Large  city  dailies?  26%.  Catalogues? 
i6%.  Circulars?  9%.  Does  an  advertisement 
of  given  size,  every  issue,  pay  you  better  than 
twice  as  large  an  advertisement,  every  other  issue, 
ina  monthly?  Yes.  Weekly?  \'es.  How  much 
more  is  it  worth,  approximately,  to  have  your  ad- 
vertisement next  to  reading  matter,  or  facing  read- 
ing matter  ? 40%  in  some  cases. 

SAMUEL  CAP)OT,  Creosote  Stains,  P.oston. 
Mass.  To  your  business  what  is  the  relative  ad- 
vertising value  of  higiiest-class  magazines?  40%. 
Family  magazines  and  papers  of  medium  grade? 
20%.  Illustrated  p^ers?  12%.  Trade  papers? 
8^.  Circulars?  16^.  Novelties?  4%.  Does 
an  advertisement  of  given  size,  every  issue,  pay  you 
better  than  twice  as  large  an  advertisement,  every 
other  issue,  in  a monthly ? No.  Weekly?  No. 

CUTTER-TOWER ! COMPANY,  Franklin 
Typewriters,  P.oston,  Mass.  Does  an  advertise- 
ment of  given  size,  every  issue,  pay  you  better  than 
twice  as  Targe  an  advertisement,  every  other  issue, 
in  a monthly?  Yes.  Weekly?  Yes.  How  much 
more  is  it  worth,  approximately,  to  have  your 
advertisement  next  to  reading  matter,  or  facing 
reading  matter?  50%.  How  often  do  you  change 
your  advertisements  in  magazines?  Every  two 
months.  Weeklies?  Every  four  weeks.  Dailies? 
Every  ten  days.  What  proportion  of  your  adver- 
tisements contain  cuts  ? 100%.  How  many  words, 
generally  speaking,  ought  to  be  in  an  ordinary  four- 
inch  single  column  advertisement  ? 100. 

CRANDALL  MACHINE  COMPANY, 
Crandall  Typewriters,  New  York  City.  To  your 
business  what  is  the  relative  advertising  value  of 
highest-class  magazines?  40%.  Family  magazines 
and  papers  of  medium  grade?  15%.  Trade  papers? 
iViio-  Catalogues?  20%.  Circulars?  20%.  Litho- 
graphic cards  and  hangers?  7/^%.  Does  an  ad- 
vertisement of  given  size,  every  issue,  pay  you 
better  than  twice  as  large  an  advertisement,  every 
other  issue,  in  a monthly?  Yes.  How  often  do 
you  change  your  advertisements  in  magazines? 
^Pwice  yearly.  What  proportion  of  your  advertise- 
ments contain  cuts?  100%. 

SAMUEL  WARD  COMPANY,  Stationers, 
Boston,  Mass.  To  your  business  what  is  the  rela- 
tive advertising  value  of  highest-class  magazines, 
family  magazines  and  papers  of  medium  grade, 
illustrated  papers,  religious  papers,  agricultural 
papers,  large  city  dailies,  country  dailies,  country 
weeklies,  trade  papers,  posters,  catalogues,  cir- 
culars, lithographic  cards  and  bangers,  calendars? 
Cannot  say.  Exclusive  of  the  country  dailies  and 
weeklies,  how  many  publications  can  you  use  to  ad- 
vantage? Cannot  say.  If  you  were  to  double  your 
advertising  appropriation,  what  per  cent,  of  addi- 
tional publications  would  you  take  ? Can’t  say. 
Does  an  advertisement  of  given  size,  every  issue, 
pay  you  better  than  twice  as  large  an  advertisement, 
every  other  issue,  in  a monthly,  weekly,  daily  ? 
Cannot  say.  How  much  more  is  it  worth,  approxi- 
mately, to  have  your  advertisement  next  to  read- 
ing matter,  or  facing  reading  matter?  Cannot  say. 
How  often  do  you  change  your  advertisements  in 
magazines?  Every  time,  generally.  Weeklies? 
Often.  Dailies?  Often.  What  proportion  of 
your  advertisements  contain  cuts?  50  to  75%. 
If  you  decrease  your  advertising  during  the  year, 
during  what  months  do  you  cut  it?  Summer 
months. 

THE  ROBERT  SIMPSON  COMPANY, 
Ltd.,  Department  Store,  Toronto,  Ont.  To  your 
business  what  is  the  relative  advertising  value  of 
family  magazines  and  papers  of  medium  grade  ? 
5%.  Large  city  dailies?  61%.  Country  weeklies  ? 

Trade  papers?  2%.  Posters?  5^^).  Cata- 
logues? 20%.  Circulars?  2%.  If  you  were  to 
double  your  advertising  approjiriation,  what  per 
cent,  of  additional  publications  would  you  lake? 
In  any  increase  this  would  go  almost  entirely  to 
the  Toronto  dailies.  I)oes  an  advertisement  of 
given  size,  every  issue,  jiay  you  belter  than  twice 
as  large  an  advertisement,  every  other  issue,  in  a 


daily?  Yes.  How  much  more  is  it  worth,  approxi- 
mately, to  have  your  advertisement  next  to  reading 
matter,  or  facing  reading  matter?  We  insist  on  a 
particular  space,  but  as  heavy  advertisers  do  not 
calculate  on  paying  increase  rate,  though  pre- 
ferred position  IS  worth  more.  How  oiten  do 
you  change  your  advertisements  in  magazines? 
Monthly.  Weeklies?  Weekly.  Dailies?  Daily. 
Never  allow  same  advertisement  to  appear  second 
time  in  same  paj^er.  What  jiroportion  of  your 
advertisements  contain  cuts?  Say  10%.  If  you 
decrease  your  advertising  during  the  year,  during 
what  months  do  you  cut  it?  l^erhaps  a sliglit 
decrease  in  July  and  August,  but  believe  in  keep- 
ing  vigorously  at  it  all  tlie  year  round.  How 
long  did  you  advertise  before  you  got  your  money 
back?  25  years  in  business.  Writer  can  only 
speak  of  past  five  years  when  advertising  has  been 
at  its  heaviest,  and  results  now  come  back  quickly. 

MICHIGAN  CENTRAL  RAILROAD.  Chi- 
cago, 111.  J’o  your  business  what  is  the  relative 
advertising  value  of  highest-class  magazines? 
20%.  Family  magazines  and  papers  of  medium 
grade?  5%.  Illustrated  papers  ? 5%.  Religious 
papers?  15%.  Agricultural  papers ? 2%.  Large 
city  dailies?  25%.  Country  dailies?  8%.  Coun- 
try weeklies?  5%.  Trade  papers?  3%.  Cir- 
culars? 2%.  Calendars?  10%,  Exclusive  of 
the  country  dailies  and  w^eeklies,  ho.w  many  publi- 
cations can  you  use  to  advantage^  Depends  on 
varying  contingencies.  If  you  were  to  double 
your  advertising  appropriation,  what  percent,  of 
additional  publications  w^ould  you  take  ? 20%. 

What  per  cent,  would  you  increase  your  space? 
25  to  50%.  J )oes  an  advertisement  of  given  size, 
every  issue,  pay  you  better  than  twice  as  large  an 
advertisement,  every  other  issue,  in  a monthly? 
Yes.  Weekly?  Yes.  Daily?  Yes.  How  much  more 
is  it  worth,  approximately,  to  have  your  advertise- 
ment next  to  reading  matter,  or  facing  reading 
matter?  10%.  How  often  do  you  change  your 
advertisements  in  magazines?  Frequently.  Week- 
lies? F'requently.  Dailies?  Frequently.  What 
proportion  of  your  advertisements  contain  cuts? 
75%*  If  yo'-i  decrease  your  adv^ertising  during  the 
year,  during  what  months  do  you  cut  it?_  Novem- 
ber to  March.  How  many  words,  generally  speak- 
ing, ought  to  be  in  an  ordinary  four-inch  single 
column  advertisement?  100. 

THEODORE  METCALF  COMPANY, 
Wholesale  and  Retail  Drugs,  Boston,  Mass.  To 
your  business  what  is  the  relative  advertising  value 
of  highest-class  magazines?  10%.  Large  city 
dailies?  90%.  Medical  journals?  10%.  If  you 
were  to  double  your  advertising  appropriation, 
what  per  cent,  of  additional  publications  would 
you  take?  Large  city  dailies.  What  per  cent, 
would  you  increase  your  space?  No  increase  in 
space;  more  frequent  insertions  and  better  posi- 
tions. I)oes  an  advertisement  of  given  size,  every 
issue,  pay  you  better  than  twice  as  large  an  adver- 
tisement, every  other  issue,  in  a daily?  Yes.  How 
much  more  is  it  worth,  approximately,  to  have 
your  advertisement  next  to  reading  matter,  or  fac- 
ing matter?  100%.  How  often  do  you  change 
your  advertisements  in  dailies?  Almost  every 
issue.  What  porportion  of  your  advertisements 
contain  cuts?  50%. 

THE  ASBURY-PATNE  1\I ANUFACTUR- 
ING  COMPANY,  “ Witch-KlollU’ and  “Quaker 
Crimped  Crust  Bread  Pan,”  Philadelphia,  Penn. 
To  your  business  what  is  the  relative  advertising 
value  of  highest-class  magazines?  60%.  Family 
magazines  and  papers  of  medium  grade?  7^%. 
Illustrated  papers?  2j4%-  Kel^ious  papers? 
5%-  Agricultural  papers?  12^4%.  Large  city 
dailies?  Too  expensive.  Trade  papers?  5%. 
I’osters?  2j4%.  Circulars?  5%.  Exclusive  of 
tlie  country  dailies  and  weeklies,  liow  many  publi- 
cations can  you  use  to  advantage?  About  35.  If 
you  were  to  double  your  advertisingappropriation, 
what  per  cent,  of  additional  publications  would 
vou  take?  Increase  space  in  high  class  magazines. 
Does  an  advertisement  of  given  size,  every  issue, 
pay  you  better  than  twice  as  large  an  advertise- 
ment, every  other  issue,  in  a monthly?  Yes. 
Weekly?  Yes.  How  much  more  is  it  W’orth,  ap- 
proximately, to  have  your  advertisement  next  to 
reading  matter,  or  facing  reading  matter?  But 
little  in  the  class  we  go  in.  How-  often  do  you 
change  your  advertisements  in  magazines?  Every 
issue.  Weeklies?  Every  issue.  What  proportion 
of  your  advertisements  contain  tuts?  50%.  If 
you  decrease  your  advertising  during  the  year, 
during  wliat  months  do  you  cut  it?  January, 
February,  and  Martli. 

THE  AMERICAN  WRINGER  Ct^MPANY, 
('lothes  Wringers  and  Wringer  Rolls,  New  York 
City.  To  your  business  what  is  the  relative  adver- 
tising value  of  highest-class  magazines?  25%. 


Family  magazines  and  papers  of  medium  grade? 
30%.  Religious  papers?  25%.  Agricultural 
papers?  10%.  Catalogues ? Used  for  “liie  trade” 
only.  Circulars?  5%*  Lithographic  cards  and 
hangers?  5%.  Ifyouw’ereto  double  your  adver- 
tising appropriation,  what  per  cent,  of  additional 
publications  would  you  take?  33)<3%.  VV’hat  per 
cent,  would  you  increase  your  space?  25  to  50%, 
Does  an  advertisement  of  given  size,  every  issue, 
])ay  you  better  than  tw-ice  as  large  an  advertise- 
ment, every  other  issue,  in  a monthly?  Yes. 
Weekly?  No,  How  much  more  is  it  worth,  ap- 
proximately, to  have  your  advertisement  next  to 
reading  matter,  or  facing  reading  matter?  Per- 
haps 10%:  depends  on  publication.  How  often 
do  you  change  your  advertisements  in  magazines? 
Every  issue.  Weeklies?  Every  issue.  W hat  pro- 
portion of  your  advertisements  contain  cuts? 
Nearly  100%.  If  you  decrease  your  advertising 
during  the  year,  during  what  months  do  you  cut 
it?  Summer. 

EAST.MAN  KODAK  COMPANY,  Rochester, 
N.  Y.  To  your  business  what  is  the  relathe 
advertising  value  of  highest-class  magazines? 
35%.  Family  magazines  and  papers  of  medium 
grade?  5%.  Illustrated  papers  Religious 

papers?  5%.  Trade  papers?  5%.  Catalogues? 
30%.  Circulars?  io%-  Lithographic  cards  and 
hangers?  5%.  Exclusive  the  country  dailies 
and  weeklies,  how  many  publicatioiis  can  vcau  use 
to  advantage?  30.  If  you  were  to  double  your 
advertising  appropriation,  what  per  cent,  of  addi- 
tional publications  would  you  take  ? 25%.  What 
per  cent,  would  you  increase  your  space?  25%. 
Balance  of  increase  in  catalogues  and  pamphlets. 
Does  an  advertisement  of  given  size,  every  issue, 
pay  you  better  than  twice  as  large  an  advertise- 
ment, every  other  issue,  in  a monthly?  Yes. 
Weekly?  No.  Daily?  Don’t  use.  How  much 
more  is  it  worth,  approximately,  to  have  your  ad- 
vertisement next  to  reading  matter,  or  facing  read- 
ing matter?  25  to  50%.  _ How'  often  do  you  change 
your  advertisements  in  magazines?  Monthly. 
Weeklies?  IVIonthly.  What  proportion  of  your 
advertisements  contain  cuts?  75,6?.  If  you  de- 
crease your  advertising  during  the  year,  during 
what  months  do  you  cut  it?  January,  February, 
.August,  September,  October. 

MARLIN  FIRE  ARMS  COMPANY,  Marlin 
Repeating  Rifles  and  Revolvers,  New  Haven, 
Conn.  To  your  business  what  is  the  relative  ad- 
verti.sing  value  of  highest-class  magazines?  20%. 
Family  magazines  and  papers  of  medium  grade? 
20%.  Agricultural  papers?  30%.  Country 
weeklies?  5%.  Trade  papers?  5%.  Catalogues? 
10%.  Circulars?  5%.  Lithographic  cards  and 
hangers?  5%.  Exclusive  of  the  country  dailies 
and  weeklies,  how  many  publications  can  you  use 
to  advantage?  Counting  agricultural  papers,  50. 
Not  counting  agricultural  papers,  25.  If  you  were 
to  double  your  advertising  appropriation,  what 
per  cent,  of  additional  publications  would  you 
take?  40%.  W’hat  per  cent,  would  you  increase 
your  space?  60%.  Does  an  advertisement  of 
given  size,  every  issue,  pay  you  better  than  twice 
as  large  an  advertisement,  every  other  issue,  in  a 
monthly?  Yes.  Weekly?  Yes.  How  much 
more  is  it  worth,  approximately,  to  have  your  ad- 
vertisement next  to  reading  matter,  or  facing  read- 
ing matter?  5 to  10%  in  sporting  papers.  20  to 
25%  in  ma§:azines.  How  often  do  you  change 
your  advertisements  in  magazines?  Every  other 
time  or  every  time.  \N’eeklies?  Every  other  week 
or  oftener.  What  proportion  of  your  advertise- 
ments contain  cuts?  95%.  If  you  decrease  your 
advertising  during  the  year,  during  what  months 
do  you  cut  it?  January  to  April.  How  many 
words,  generally  speaking,  ought  to  be  in  an 
ordinary  four-inch  single  column  advertisement  ? 
30  to  75.  How'  long  did  you  advertise  betore  you 
began  to  get  your  money  back?  Half  to  one 
year  at  home,  two  to  four  years  export. 

THE  J.  B.  WILLIAMS  COMP.ANY.  Soap 
Manufacturers,  Glastonbury,  Conn.  'I'o  your  bust- 
ness what  is  the  relative  advertising  value  of 
hidiest-class  magazines?  50%.  Illustrated  papers? 
^0%.  Exclusive  of  the  country  dailies  and  week- 
lies, how  many  publications  can  you  use  to  advan- 
tage? Can’t  answer.  1 1 you  were  to  double  your 
advertising  appropriation,  what  per  cent,  of  addi- 
tional publications  would  you  take?  25Vr.  N\'hat 
j^er  cent,  would  you  increase  your  space  ? Kx/.r, 

I )oes  an  advertisement  of  given  size,  e\  er.y  issue, 
pay  you  better  tlian  twice  as  large  an  advertisement, 
every  other  issue,  in  a monthly?  No.  Weekly? 
No.  How  much  more  is  it  w’orth,  approxim.itely, 
to  have  your  advertisement  next  to  reading  matter, 
or  lacing  reading  matter?  25^0.  How  otlen  do 
you  change  vour  advertisements  in  magazines? 
Each  issue.  Weeklies?  l\ach  issue.  What  pro- 
I portion  of  your  advertisements  contain  tuts? 


1‘KACl'IC’AL  OriNlOX 


909 


If  ymi  ycHir  advi-rli-siiiK 

the  year,  durinj;  wiiat  numtlis  d»»  y«ui  lul  it?  W'c 
run  uur  ads.  unilorndy  lliron^li  the  year. 

JONKS  OV  lUNC.II.AM'roN,  United  States 
Standartl  Suiles,  IUn^lulntnn,  N.  V.  'To  your 
business  what  is  tlic  relative  advertising  value 
ot  liieliest-elass  magazines?  Never  usetl  them. 
Kamily  maKii^ines  and  papers  ot  medium  grade? 
Never  used  them.  Illustrated  papers?  Never 
Used  tliem.  Religious  paj^ers?  Have  tound  them 
good  mediums.  Agricultural  papers?  First  class 
lor  Jones  Scales.  Large  city  dailies?  No  expe- 
rience. t'ountry  dailiesr  No  experience,  t ‘oun- 
try  weeklies?  Uiot)d  tor  our  business.  'Trade 
napers?  I >0  not  esteem  them  highly.  Rosters? 
Never  used  them.  (.'atalogues?  I)o  not  j^ay 
cost  except  when  asked  tor.  C'ircidars?  Have 
naid  us  well.  Lithographic  cards  and  hangers? 
Uncertain  value.  Calendars?  'Too  common  to 
pay.  Am  not  able  to  give  percentages.  It  you 
were  to  double  your  advertising  appropriation, 
what  ner  cent,  of  additional  puolications  woulil 
you  taKe?  Should  make  increased  expenditure  on 
above  lines.  What  per  cent,  would  you  increase 
your  space?  Would  extend  number  of  mediums 
rather  than  use  extra  space  beyond  a fair-sized  ad. 
Hoes  an  advertisement  of  given  size,  every  issue, 
I'ay  yoiUbetter  than  twice  as  large  an  advertise- 
ment, every  other  issue,  in  a monthly?  Yes. 
Weekly?  Yes.  Daily?  Yes.  How  much  more 
is  it  worth,  approximately,  to  have  your  advertise- 
ment next  to  reading  matter,  or  facing  reading 
matter?  25%.  How  often  do  you  change  your 
advertisements  in  magazines?  Quarterly.  W eek- 
lies?  Quarterly.  Dailies?  Quarterly.  What 
proportion  of  your  advertisements  contain  cuts? 
All  cuts  or  display.  If  you  decrease  your  advertis- 
ing during  the  year,  during  what  months  do  you 
cut  it?  The  busy  months. 

F.ARU  & Wir.SON,  Collars  and  Cuffs,  New 
York  City.  To  your  business  w’hat  is  the  relative 
advertising  value  of  highest-class  marazines?  5%. 
Illustrated  papers?  5%.  Large  city  dailies?  70%. 
Trade  papers?  5%.  Posters?  5%.  Catalogues? 
5%.  Lithographic  cards  and  hangers?  5%.  Ex- 
clusive of  the  country  dailies  and  weeklies,  how 
many  publications  can  you  use  to  advantage? 
Difficult  to  say;  probably  150.  If  you  were  to 
double  your  advertising  appropriation,  what  per 
cent,  of  additional  publications  would  you  take? 
Yery  few',  say  4 or  5%,  What  per  cent,  would 
you  increase  your  space?  Very  little,  say  5%. 
Does  an  advertisement  of  given  size,  every  issue, 
pay  you  better  than  twice  as  large  an  advertise- 
m.;nt,  every  other  issue,  in  a monthly?  No. 
Weekly?  No.  Daily?  No.  How  much  more 
is  it  worth,  approximately,  to  have  your  advertise- 
ment next  to  reading  matter,  or  facing  reading 
matter?  Depends  on^w'hich  ad.  it  is.  If  our  large 
cut,  w’e  consider  that  the  back  page  of  a daily  is 
better  position  than  next  reading  matter.  How 
often  do  you  change  your  advertisements  in  week- 
lies? Never.  Dailies?  About  monthly.  What 
proportion  of  your  advertisements  contain  cuts  ? 
•9o'%-  If  you  decrease  your  advertising  during  the 
year,  during  what  months  do  you  cut  it?  January, 
February,  July,  August,  September.  How  many 
words,  generally  speaking,  ought  to  be  in  an  ordi- 
nary four-inch  single  column  advertisement  ? 7 or  S. 

HALL  & RUCKEL,  Wholesale  Druggists, 
“ Sozodont,”  New  York  City,  Does  an  advertise- 
ment of  given  size,  every  issue,  pay  you  better 
than  twice  as  large  an  advertisement,  every  other 
issue,  in  a monthly ? No.  Weekly?  No.  Daily? 
No.  How  often  do  you  change  your  advertise- 
ments in  magazines?  Every  issue  used.  Weeklies? 
Every  issue  used.  Dailies?  Every  issue  used. 
What  proportion  of  your  advertisements  contain 
cuts?  Including  script  cuts,  90%.  If  you  decrease 
your  adv'ertising  during  the  year,  during  what 
months  do  you  cut  it?  July,  August,  and  Septem- 
ber, in  certain  dailies  and  weeklies. 

REST  & CO.,  Furnishers  for  Children,  New 
York  City.  To  your  business  what  is  the  relative 
advertising  value  of  highest-class  magazines?  25%. 
Family  magazines  and  papers  of  medium  grade? 
5%.  Religious  papers?  2%.  Large  city  dailies  ? 
50%.  Countiy  weeklies?  1%.  Catalogues?  10%. 
Circulars?  2%,  Lithographic  cards  and  hangers  ? 
5%.  Exclusive  of  the  country  dailies  and  w'eeklies, 
how  many  publications  can  you  use  to  advantage? 
About  25.  If  youw'ere  to  double  your  advertising 
appropriation,  what  percent,  of  additional  publi- 
cations would  you  take?  About  10%.  What  per 
cent,  would  you  increase  your  space?  Very  little, 
if  any.  Does  an  advertisement  of  given  size,  every 
issue,  pay  you  better  than  twice  as  large  an  adver- 
tisement, every  other  issue,  in  a monthly?  Yes. 
Weekly?  Yes.  Daily?  Yes.  How  much  more  is 
it  worthj  approximately,  to  have  your  advertise- 


mrnt  next  to  rc.uling  in.itlL-r,  «»r  hieing  reading 
m.iltcr?  About  25^, V-  How  often  do  you  ili.ingc 
vour  advertisements  in  mag.i/ines?  I'.very  time. 
Weeklies?  I'.very  lime.  1). lilies?  JA'ery  time. 
What  proportion  of  your  advertisements  eonlain 
cuts?  7s'/(i-  11  you  dei  rease  your  advertising  (lur- 

ing the  year,  during  w h.il  months  do  you  cut  it? 
Januarv,  July,  and  August.  How  many  words, 


gencrafly  speaking,  ought  to  he  in  an  ordinary 
tour-inch  single  column  advertisement?  75  to  100. 

IIKYSON,  C.RAHAM  & CO..  Department 
Store,  Ottawa,  ( anada.  'To  your  business  what 
is  the  relative  advertising  value  of  liighest-class 
maga/ines?  2%.  Family  magazines  and  papers 
of  medium  graiic?  4%.  Illustrated  papers?  . 
Religious  papers?  3^^.  Agricultural  papers?  4^^. 
Large  city  dailies?  30%.  Country  dailies  ? 15%. 

C'ountry  weeklies?  20%.  Posters?  5%.  Cata- 
logues? 10%.  Circulars?  1%.  Lithographic  cards 
and  hangers?  2%.  Calendars?  2%,  lOxclusive 
of  the  country  dailies  and  weeklies,  how'  many 
j>ublications  can  you  use  to  advantage?  All  city 
dailies.  If  you  were  to  double  your  advertising 
appropriation,  what  i^ercent.of  additional  publi- 
cations would  you  take?  None.  (We  use  every 
one  anywhere  near  us  now.)  Wiiat  percent,  would 
you  increase  your  space  ? 100%.  Does  an  adver- 

tisement of  given  size,  every  issue,  pay  you  better 
than  twice  as  large  an  advertisement,  every  other 
issue,  in  a montlily?  Yes.  Weekly?  Yes.  Daily? 
Yes.  How  much  more  is  it  worth,  approximately, 
to  have  your  advertisement  next  to  reading  matter, 
or  facing  reading  matter?  25%.  How  often  do 
you  change  your  advertisements  in  magazines? 
Each  issue.  Weeklies?  Second  issue.  Dailies? 
Daily.  What  proportion  of  your  advertisements 
contain  cuts?  75%.  If  you  decrease  your  adver- 
tising during  the  year,  during  what  months  do  you 
cut  it?  The  months  that  liad  the  least  notes  ma- 
turing. How  many  w'ords,  generally  speaking, 
ought  to  be  in  an  ordinary  four-inch  single  column 
advertisement?  100  to  125.  How  long  did  you 
advertise  before  you  got  your  money  back?  Not 
over  30  days. 

P.  LORILLARD  COMPANY,  Tobacco  and 
Snuff  Manufacturers,  Jersey  City,  N.  J.  To  your 
business  what  is  the  relative  advertising  value  of 
large  city  dailies?  :o%.  Posters?  10%.  Litho- 
graphic cards  and  hangers?  30%.  Signs:  viz. 
bulletin  and  wall  signs  and  other  signs  suitable  tor 
out-of-door  display?  50%.  Exclusive  of  the 
country  dailies  and  weeklies,  how  many  publica- 
tions can  you  use  to  advantage  ? As  above  stated, 
w'e  now  use  about  10%  large  city  dailies,  or  rather 
about  10%  of  all  our  appropriation  goes  to  large 
city  dailies.  Does  an  advertisement  of  given  size, 
every  issue,  pay  you  better  than  twice  as  large  an 
advertisement,  every  other  issue?  We  generally 
run  two  sizes,  using  first  one  and  then  the  other, 
one  size  being  about  double  the  size  of  the  others. 
How  much  more  is  it  W'orth,  approximately,  to 
have  your  advertisement  next  to  reading  matter,  or 
facing  reading  matter?  10%,  How  oiten  do  you 
change  your  advertisements  in  weeklies?  Change 
every  week.  Dailies?  Change  every  day  for  a 
period,  and  then  possibly  commence  over  again 
with  the  series.  What  proportion  of  your  adver- 
tisements contain  cuts?  100%. 

GREAT  NORTHERN  RAILWAY,  St.  Paul, 
Minn.  To  your  business  what  is  the  felative  ad- 
vertising value  of  highest-class  magazines?  10%. 
Family  magazines  and  papers  of  medium  grade? 
20%.  Rel^ious  papers?  10%.  Agricultural 
papers?  20%.  County  weeklies?  20%.  Posters? 
10%.  Circulars?  10%.  If  you  were  to  double 
your  advertising  appropriation,  what  per  cent,  of 
additional  publications  would  you  take?  Increase 
it  as  above.  Does  an  advertisement  of  given  size, 
every  issue,  pay  you  better  than  twice  as  large  an 
advertisement,  every  other  issue,  in  a monthly? 
No.  Weekly?  No.  Daily?  No.  How  much 
more  is  it  worth,  approximately,  to  have  your  ad- 
vertisement next  to  reading  matter,  or  facing  read- 
ing matter?  50%.  How  often  do  you  change  your 
advertisements  in  magazines,  w’eeklies,  dailies  ? To 
suit  the  season  and  the  demand  of  business.  What 
pr^ortion  of  your  advertisements  contain  cuts? 
50%.  If  you  decrease  your  advertising  during  the 
year,  during  what  months  do  you  cut  it?  Do  not 
cut  in  any  season.  Tourists  and  excursions  in 
spring  and  summer.  Homeseekers  in  lall  and 
winter. 

AMERICAN  WRITING  MACHINE  COM- 
PANY, “ Caligraph  Typewriters, ” Hartford,  Conn. 
Does  an  advertisement  of  given  size,  every  issue, 
pay  you  better  than  twice  as  large  an  advertise- 
ment. every  other  issue,  in  a monthly?  Yes. 
Weekly?  No.  Daily?  Don't  use.  How  much 
more  is  it  w'orth,  approximately,  to  have  your  ad- 
vertisement ne.xt  to  reading  matter,  or  facing  read- 


ing inalUM’?  . IL»w  (jften  do  you  (h.irige 

vour  adverlisL-incnts  in  ni.ig.i/ine^ Quarterly. 
Weeklies?  Mimlhly.  What  proportion  ot  your 
advertisements  contain  cuts? 

AIR  IIRUSH  M.XNUFAC'I  URINU.  UO.M- 
PANY,  Rocktonl,  111.  'To  your  ljusine>.  what  ir, 
the  relative  advertising  value  of  highest-class  maga- 
zines? 23%.  Family  magazines  and  papers  of 
medium  grade  ? 17%.  Trade  papers  .12%-  <-ata- 
logues.*  2S%.  How  much  more  is  it  worth, 
approximately,  to  liavc  your  advertisement  next  to 
reading  matter,  or  facing  reading  matter?  5^/L 
How  often  do  you  cliange  your  aiU'crtiKements  in 
magazines?  Depends  on  ad.  If  small,  tliree  limes 
a year;  if  large,  every  issue.  Weeklies?  Every 
two  weeks.  I dailies?  Kv'ery  other  day.  What 
proportion  of  your  advertisements  contain  cuts? 
100%.  How  many  words,  generally  speaking, 
ouglit  to  be  in  an  ordinary  four-inch  single  column 
advertisement?  120  w'ords.  How  long  did  you 
advertise  before  you  got  your  money  back?  \Ve 
consider  advertising  an  investment. 

C.  C.  RRIGGS^'  CO.,  Piano?,  Tloston,  Mass. 
To  your  business  what  is  the  relative  advertising 
value  of  highest-class  magazines?  J9%.  P'amily 
magazines  and  papers  ot  medium  grade?  14%. 
'Trade  papers ? 47%.  Catalogues?  4%.  Calendars? 
8%.  Novelties?  8%.  Does  an  advertisement 
of  given  size,  every  issue,  pay  you  better  than 
twice  as  large  an  advertisement,  every  otlier  issue, 
in  a monthly?  No,  under  certain  circumstances. 
Weekly?  No.  Daily?  No.  How  much  more 
is  it  worth,  approximately,  to  have  your  advertise- 
ment next  to  reading  matter,  or  facing  reading 
matter?  10%.  How  often  do  you  cliange  your 
advertisements  in  magazines?  About  the  time  it 
ceases  to  pull.  Weeklies?  About  the  time  it 
ceases  to  pull.  What  proportion  of  your  adver- 
tisements contain  cuts  ? 100%. 

BRADLEY  & CO.,  Carriages,  Syracuse,  N.  Y. 
To  your  business  w hat  is  the  relative  advertising 
value  of  highest-class  magazines?  25%.  Illus- 
trated papers  ? 25%.  Trade  papers?  25%.  Cata- 
logues? 25%.  IJoes  an  advertisement  of  given 
size,  every  issue,  pay  you  better  than  twice  as  large 
an  advertisement,  every  other  issue,  in  a monthly  ? 
Yes.  Weekly?  Yes.  How  much  more  is  it 
worth,  approximately,  to  have  your  advertisement 
next  to  reading  matter,  or  facing  reading  matter? 
25  to  50%.  How  often  do  you  change  your  adver- 
tisements in  magazines?  Each  issue.  Weeklies? 
Each  issue.  What  proportion  of  your  advertise- 
ments contain  cuts  ? 50%. 

THE  BOYNTON  FURNACE  COMPANY, 
New  York  City.  To  your  business  wliat  is  the 
relative  advertising  value  of  highest-class  maga- 
zines? 20%.  > amily  magazines  and  papers  of  me- 
dium grade?  5%.  Illustrated  papers?  5%.  Large 
city  dailies?  10%.  Trade  papers?  10%.  Catalogues? 
20%.  Circulars?  20%.  Lithographic  cards  and 
hangers?  5%.  Novelties?  5%.  Does  an  advertise- 
ment of  given  size,  every  issue,  pay  you  better  than 
twice  as  large  an  advertisement,  every  other  issue, 
in  a monthly?  Yes.  Weekly?  Yes.  Daily?  Yes. 
How  much  more  is  it  worth,  approximately,  to 
have  your  advertisement  next  to  reading  matter,  or 
facing  reading  matter?  15%.  How  often  do  you 
change  your  advertisements  in  magazines?  Fre- 
quent change.  Weeklies?  Frequent  change. 
Dailies?  P'requent  change.  What  proportion  of 
your  advertisements  contain  cuts?  100%.  How 
many  words,  generally  speaking,  ought  to  be  in  an 
ordinary  four-inch  single  column  advertisement? 
75- 

THE  EEEMAN  CHEMICAL  COMPANY. 
To  your  business  what  is  the  relative  advertising 
value  of  highest-class  magazines?  30%.  Family 
magazines  and  papers  of  medium  grade?  20%. 
Ivitnographic  cards  and  hangers?  50%.  Does  an 
advertisement  of  given  size,  every  issue,  pay  you 
better  than  twice  as  large  an  advertisement,  every 
other  issue,  in  a monthly  Yes.  Weekly?  No. 
How  much  more  is  it  worth,  approximately,  to 
have  your  advertisement  next  to  reading  matter,  or 
facing  reading  matter?  Twice  as  much.  How' 
often  do  you  change  your  advertisements  in  maga- 
zines? Seldom  change.  Weeklies?  Every  issue. 
What  proportion  of  your  advertisements  contain 
cuts  ? 100%. 

JOHN  LEWIS  CHILDS.  Seeds,  Floral  Park. 
N.  Y.  To  your  business  what  is  the  relative  adver- 
tising value  of  highest-class  magazines?  23%. 
Family  magazines  and  papers  of  medium  grade? 
23%.  Illustrated  papers  ? 46%.  Large  city  dailies  ? 
8%.  Does  an  advertisement  of  given  size,  ever}’ 
issue,  pay  you  better  than  twice  as  large  an  adver- 
tisement, every  other  issue,  in  a monthly?  No. 
Weekly?  No.  l)aiiy?  No.  How  much  more 


FOWLER’S  PULLICITY 


910 


is  it  wortli,  approximately,  to  have  your  adver- 
tisement next  to  reading  matter,  or  lacing  reading 
matter?  30%.  How  often  do  you  cliange  your 
advertisements  in  magazines?  It  all  depends  on 
article  advertised.  What  proportion  o£  your  ad- 
vertisements contain  cuts?  JSvh- 

T.  & 15.  HAl’CH.Tupper  Lake  House,  Top- 
per's Lake,  N.  V.  To  your  business  what  is  the 
relative  advertising  value  of  highest-class  maga- 
zines? 12%.  Family  magazines  and  papers  of 
medium  grade?  15%.  Illustrated  papers?  10%. 
Large  city  dailies  ? 30%.  Circulars?  33%.  Does 
an  advertisement  of  given  size,  every  issue,  pay  you 
better  than  twice  as  large  an  advertisement,  every 
other  issue,  in  a monthfy?  Yes.  Weekly?  Yes. 
L)aily?  No.  How  much  more  is  it  worth,  approx- 
imately, to  have  your  advertisement  next  to  read- 
ing matter,  orfacing  reading  matter?  75%.  How 
often  do  you  change  your  advertisements  in  maga- 
zines? Once  a month.  Weeklies?  Not  often. 
Dailies?  Frequently.  What  proportion  of  your 
advertisements  contain  cuts?  50%.  How  many 
words,  generally  speaking,  ought  to  be  in  an  ordi- 
nary four-inch  single  column  advertisement?  32. 

EISNER  & MENDELSON  COMPANY, 
Johann  Hoff's  Malt  Extract,  New  York  City.  To 
your  business  what  is  the  relative  advertisiiig  value 
of  highest-class  magazines?  36%.  Family  maga- 
zines and  papers  ot  medium  grade?  10%.  Illus- 
trated papers?  16%.  Large  city  dailies?  40%. 
Trade  papers?  2%.  Circulars?  4%.  Litho- 
graphic cards  and  hangers?  2%.  Does  an  adver- 
tisement of  given  size,  every  issue,  pay  you  better 
than  twice  as  large  an  advertisement,  every  other 
issue,  in  a monthly ? Yes.  Weekly?  Yes.  Daily? 
Yes.  How  much  more  is  it  worth,  approximately, 
to  have  your  advertisement  next  to  reading  matter, 
or  facing  reading  matter?  25%.  How  often  do 
you  change  your  advertisements  in  magazines? 
Monthly,  Weeklies?  Every  four  weeks.  Dailies? 
Daily,  if  possible.  What  proportion  of  your  ad- 
vertisements contain  cuts?  50%. 

FRAZER  LUBRICATOR  COMPANY, 
Frazer  Axle  Grease,  New  York  City.  Does  an 
advertisement  of  given  size,  every  issue,  pay  you 
better  than  twice  as  large  an  advertisement,  every 
other  issue,  in  a weekly?  Yes.  Daily?  No. 
How  much  more  is  it  worth,  approximately,  to 
have  your  advertisement  next  to  reading  matter, 
or  facing  reading  matter  ? 33^%*  How  often  do 
you  change  your  advertisements  in  magazines? 
Seldom.  Weeklies?  Seldom.  Dailies?  Semi- 
monthly. What  proportion  of  your  advertise- 
ments contain  cuts?  50%. 

FELT  & TARRANT  MANUFACTURING 
COMPANY,  Calculating  Instruments,  Chicago, 
III.  To  your  business  what  is  the  relative  adver- 
tising value  of  highest-class  magazines?  24%. 
Illustrated  papers?  12%.  Trade  papers?  40%. 
Circulars  ? 24%.  Does  an  advertisement  of  given 
size,  everyissue,  pay  you  better  than  twice  as  large 
an  advertisement,  every  ofher  issue,  in  a monthly? 
Yes.  Weekly?  No.  How  much  more  is  it  worth, 
approximately,  to  have  your  advertisement  next 
to  reading  matter,  or  facing  reading  matter?  80%. 
How  often  do  you  change  your  advertisements  in 
magazines?  Every  insertion.  Weeklies?  Every 
insertion.  What  proportion  of  your  advertise- 


ments contain  cuts?  100%.  How'  many  words, 
generally  speaking,  ought  to  be  in  an  ordinary 
lour-inch  single  column  advertisement?  Copy 
should  change,  running  from  50  to  400. 

THE  D.  F.  MORGAN  BOILER  COMPANY, 
Heating  Boilers,  Akron,  Oliio.  To  your  business 
what  is  the  relative  adv'ertising  value  of  highest- 
class  magazines?  12%.  Family  magazines  and 
papers  of  medium  grade?  454%.  Illustrated 
papers?  4%%.  I^arge  city  dailies?  8%.  Per- 
sonal solicitation?  30%.  Trade  papers?  3%. 
Catalogues?  12%.  Circulars?  15%.  Lithographic 
cards  and  hangers?  3%.  Novelties?  8%.  l)oes 
an  advertisement  of  given  size,  ev'ery  issue,  pay 
you  better  than  twice  as  large  an  advertisement, 
every  other  issue,  in  a monthly ? Yes.  Weekly? 
Yes.  Daily?  Yes.  How  much  more  is  it  worth, 
approximately,  to  have  your  advertisement  next  to 
reading  matter,  or  facing  reading  matter?  Class 
advertising  the  best.  How  often  do  you  change 
your  advertisements  in  magazines?  Never. 
Weeklies?  Never.  Dailies?  Never.  What  pro- 
portion of  your  advertisements  contain  cuts? 
100%  — trade-mark. 

LARKIN  SOAP  ^IANUFACTURINGCOM- 
PANV',  Soap  and  Toilet  Articles,  Buffalo,  N.  Y. 
To  your  business  what  is  the  relative  advertising 
value  of  highest-class  magazines?  23%.  Family 
magazines  and  papers  of  medium  grade?  16%. 
Illustrated  papers?  12%.  Large  city  dailies? 
10%.  Trade  papers?  q%.  Catalogues?  7%%. 
Circulars?  1470.  Novelties?  Does  an 

advertisement  of  given  size,  every  issue,  pay  you 
better  than  twice  as  large  an  advertisement,  every 
other  issue,  in  a monthly?  No.  Weekly?  No. 
Daily?  No.  How  much  more  is  it  worth,  approxi- 
mately, to  have  your  advertisement  next  to  reading 
matter,  or  facing  reading  matter?  20%.  How 
often  do  you  change  your  advertisements  in  maga- 
zines? A good  ad.  should  not  be  changed — it 
gathers  force  as  it  dies. 

ROCHESTER  LAMP  COMPANY,  New 
York  City.  To  your  business  what  is  the  relative 
advertising  value  of  highest-class  magazines  ? 32%. 
I llusirated  papers  ? 12%.  Large  city  dailies  ? 32%. 
Trade  papers  ? 18%.  Catalogues,  calendars,  circu- 
lars? 6%.  Does  an  advertisement  of  given  size, 
every  issue,  pay  you  better  than  twice  as  large  an  ad- 
vertisement, every  other  issue,  in  a monthly?  Yes. 
Weekly?  No.  Daily?  No.  How  much  more 
is  it  worth,  approximately,  to  have  your  advertise- 
ment next  to  reading  matter,  or  facing  reading 
matter?  Perhaps  50%  How  often  do  you  change 
your  advertisements  in  magazines  ? Every  issue. 
Weeklies?  Every  week.  Dailies?  Afternate 
with  three  or  four.  What  proportion  of  your  ad- 
vertisements contain  cuts  ? 75%. 

THE  SPENCERIAN  PEN  COMPANY, 
Steel  Pens,  New  York  City.  To  your  business 
what  is  the  relative  advertising  value  of  highest- 
class  magazines?  32%.  Family  magazines  and 
papers  of  medium  grade  ? 32%.  Illustrated  papers  ? 
ig%.  Large  city  dailies  ? 3%.  Circulars  ? 7%. 
Calendars?  7%.  Does  an  advertisement  of  given 
size,  every  issue,  pay  you  better  than  twice  as"large 
an  advertisement,  every  otherissue,  in  a monthly? 
Yes.  Weekly?  No.  Daily?  No.  How  much 
more  is  it  worth,  approximately,  to  have  your  ad- 


vertisement next  to  reading  matter,  or  facing  read- 
ing matter?  25%.  How  often  do  you  change 
your  advertisements  in  magazines?  Every  three 
issues.  Weeklies?  Once  a month.  Dailies? 
Once  a month.  What  proportion  ot  your  adver- 
tisements contain  cuts  ? 50%. 

SAGER  MANUFACTURING  COMPANY, 
Sager  Bicycle  Saddles,  Rochester,  N.  Y.  Does 
an  advertisement  ot  given  size,  every  issue, 
pay  you  better  than  twice  as  large  an  advertise- 
ment, every  other  issue,  in  a monthly.**  Every 
other  time  seems  to  bring  almost  as  many  replies 
as  every  time,  space  uniform  each  issue,  showing  a 
great  saving  on  e.o.t.  work.  K page  in  magazines 
will  bring  nearly  as  many  replies  as  or  a whole 
page,  but  does  not  tell  as  long  a story,  or  carry 
the  same  prestige.  How  much  more  is  it  worth, 
approximately,  to  have  your  advertisement  next  to 
reading  matter,  or  facing  reading  matter?  Never 
paid  extra  for  position,  and  have  never  used  first 
run  of  paper,  and  afterwards  position  in  any  one 
publication,  so  cannot  judge.  How  often  do  you 
change  your  advertisements  in  magazines  ? Every 
time.  VVeeklies?  According  to  articles  advertised. 
Dailies?  Daily,  but  rarely  use  them,  and  only  for 
reading  notices  What  proportion  of  your  adver- 
tisements contain  tuts?  Depends  on  which  one 
of  our  60  styles  we  are  pushing  in  the  advertise- 
ment. If  you  decrease  your  advertising  during  the 
year,  during  what  months  do  you  cut  it  ? Being  a 
product  which  has  a season,  we  begin  just  before  it 
opens,  about  February  numbers,  and  run  to  July 
or  August  and  sometimes  later,  the  bulk  in  April 
and  May. 

GRAND  RAPIDS  REFRIGERATOR  COM- 
PANY, Grand  Rapids,  Mich.  To  your  business 
what  is  the  relative  advertising  value  of  highest- 
class  magazines  ? 50%.  Family  magazines  and 

papers  of  medium  grade  ? 5%-  Illustrated  papers  ? 
5%.  Trade  papers?  $%.  Catalogues?  25%. 
Circulars  ? 5%.  Lithographic  cards  and  hangers  ? 
5%.  Does  an  advertisement  of  given  size,  every 
issue,  pay  you  better  than  twice  as  large  an  adver- 
tisement, every  other  issue,  in  a monthly?  Yes. 
Weekly?  Yes.  Daily?  Yes.  How  much  more 
is  it  worth,  approximately,  to  have  your  advertise- 
ment next  to  reading  matter,  or  facing  reading 
matter?  50%.  How  often  do  you  change  your 
advertisements  in  magazines  ? Once  a month. 
Weeklies?  Once  a week.  Dailies?  Every  three 
days.  What  proportion  of  your  advertisements 
contain  cuts?  100%.  How  many  words,  generally 
speaking,  ought  to  be  in  an  ordinar>'  lour-inch 
single  column  advertisement  ? 80. 

JOHN  C.  HUTCHINSON.  Gloves,  Johns- 
town, N.  Y.  To  your  business  what  is  the  relative 
advertising  value  of  highest-class  magazines  ? 70%. 
Illustrated  papers  ? 30%.  Does  an  advertisement 
of  given  size,  every  issue,  pay  you  better  than 
twice  as  large  an  advertisement,  every  other  issue, 
in  a monthly?  Yes.  Weekly?  Yes.  Daily?  Yes. 
How  much  more  is  it  worth,  approximately,  to 
have  your  advertisement  next  to  reading  matter,  or 
facing  reading  matter?  Would  pre^r  it  next 
reading  matter.  How  often  do  you  change  your 
advertisements  in  magazines  ? Every  month. 
Weeklies?  Every  second  week.  Dailies?  Every 
other  day.  What  proportion  of  your  advertise- 
ments contain  cuts  ? None. 


It  was  the  original  intention  of  the  writer  to  make  up  a recapitulated  table  from  the 
replies  received,  and  from  it  to  establish  a law  of  advertising.  Further  consider- 
ation of  the  matter,  however,  made  it  seem  best  not  to  present  tables  of  totality,  be- 
cause the  concerns  answering  the  questions  represent  too  many  interests  to  make  it 
fair  to  establish  any  presumed-to-be  composite  opinion.  Each  advertiser  must  make 
up  such  a table  for  himself,  selecting  only  the  replies  from  those  doing  a similar 
business  t(j  his.  A collective  table  made  from  all  the  replies  woidd  be  discrimi- 
nating, and  unfair  to  certain  methods  of  advertising,  which  are  e.xtremely  profitable  to 
some  and  not  as  profitable  to  others. 


“The  click,  click,  click  of  the  type  in  the  stick” 


HE  first  t}’pe  was  reading  type,  and  all  the  type  of  to-day,  except 
that  of  an  ornamental  character,  is  either  an  improvement  on,  or  a 
corruption  of,  the  original  Roman  face. 

Type,  technically  speaking,  is  a raised  letter  or  character  cast  in 
metal  or  cut  or  pressed  out  in  wood,  but  the  term  “ type  ” by  itself 
refers  exclusively  to  metallic  type,  other  forms  of  type  being  known  by  a descriptive 
name  like  “ wood  type,”  “ rubber  type,”  etc.  Common  type  is  made  by  casting  a 
combination  metal,  largely  composed  of  lead,  in  a type  mould. 

Roman  Type 

Roman  type,  or  reading  type,  comprises  every  face  commonly  used  in  books,  news- 
papers, and  periodicals,  for  the  printing  of  literary  and  news  matter.  Roman  faces 
may  be  commercially  divided  into  two  classes,  technically  known  as  the  “ Lean”  and 
the  Fat.”  “ Fat  ” Roman  of  the  same  body  size  as  “ Lean  ” Roman  takes  up  from  ten 
to  thirty  per  cent,  more  printed  room.  A “ Lean  ” 6 Point  may  look  as  small  as  a ‘‘  Fat” 
5 Point,  and  where  type  is  leaded,  it  is  frequently  impossible  to  tell  from  the  printed 
page  whether  the  type  is  the  “Fat”  of  one  size  or  the  “Lean”  of  another  size. 
Roman  type  may  be  further  divided  into  what  are  known  as  “ Old  Style  Roman  ” and 
“ Modern  Roman.”  A peculiar  condition  of  things  names  nearly  all  of  the  modern 
faces  “ Old  Style,”  and  places  the  old  styles  under  the  name  of  “ Modern.”  The 
reason  of  that  is  that  the  “ Old  Style”  closely  resembles  the  real  old  style,  and  the 
present  “ Modern  ” resembles  the  style  of  cutting  a letter  subsequent  to  the  introduc- 
tion of  the  original  “ Old  St3’le.”  The  apparent  difference  between  “ Old  St3de  ” and 
“Modern”  Roman  is  that  the  “Old  Style”  is  of  less  shading,  while  the  “Modern” 
Roman  has  a part  of  its  lines  darker  and  stronger.  The  body  type  of  this  book  is 
“ Old  Style.” 

The  names  of  t3’pe  are  almost  as  much  in  a jumble  as  were  the  languages  at  the  fall 
of  Babel,  and  the  advertiser  is  advised  to  select  type  by  appearance,  and  not  from  the 
description  of  it,  and  unless  he  has  the  technical  name,  to  send  to  his  printer  a 
clipping  from  the  printed  page  containing  the  face  he  desires. 


911 


912 


FOWLER’S  PUBLICITY 


In  size,  metal  type  is  divided  as  follows: 


3i  Point  (Brilliant). 

4i  Point  (Diamond), 
ij  Point  (Pearl). 

Point  (Agate). 

14  lines  to  the  inch  when  set  solid. 

(5  Point  (Nonpareil). 

12  lines  to  the  inch  when  set  solid. 

7 Point  (Minion). 

Twice  the  size  of  3^  Point. 

8 Point  (Brevier). 

Twice  the  size  of  4 Point. 

9 Point  (Bourgeois). 

Twice  the  size  of  4^  Point. 

10  Point  (Long  Primer). 

Twice  the  depth  of  5 Point. 

11  Point  (Small  Pica). 

Twice  the  depth  of  5^  Point. 

12  Point  (Pica). 

Twice  the  depth  of  6 Point.  Six  lines  to  the  inch  when  set 
solid. 

14  Point  (English). 

Twice  the  depth  of  7 Point. 

16  Point  (2-Line  Brevier). 

Twice  the  depth  of  8 Point. 

18  Point  (Great  Primer  or  3- Line  Nonpareil). 

Twice  the  depth  of  9 Point. 

20  Point  (Paragon  or  2-Line  Long  Primer). 

Twice  the  depth  of  10  Point. 


22  Point  (Double  Small  Pica). 

Twice  the  depth  of  11  Point. 

24  Point  (Double  Pica). 

Twice  the  depth  of  12  Point. 

28  Point  (2-Line  English). 

Twice  the  depth  of  14  Point. 

30  Point  (.5- Line  Nonpareil). 

Five  times  the  depth  of  6 Point. 

32  Point  (.3-Line  Small  Pica). 

Three  times  the  depth  of  11  Point. 

36  Point  (Double  Great  Primer  or  6-Line  Nonpareil). 

Tw'ice  the  depth  of  18  Point,  two  lines  to  the  inch  set  solid. 

40  Point  (Double  Paragon  or  4-Line  Long  Primer). 

Twice  the  depth  of  20  Point,  and  four  times  the  depth  of  Long 
Primer. 

42  Point  (7-Line  Nonpareil). 

Seven  times  the  depth  of  C Point. 

44  Point  (Canon  or  4-Line  Small  Pica). 

Four  times  the  depth  of  11  Point. 

48  Point  (4-Line  Pica). 

Four  times  the  depth  of  12  Point.  One  line  makes  two  thirds 
of  an  inch. 

54  Point  (.3- Line  Small  Pica  or  9-Line  Nonpareil). 

Five  times  the  depth  of  12  Point  and  nine  times  the  depth  of 
G Point. 

60  Point  (5-Line  Pica). 

Five  times  the  depth  of  12  Point. 

72  Point  (6-Line  Pica). 

Six  times  the  depth  of  12  Point.  One  line  makes  an  inch. 


Comparatively  little  metal  type  is  made  larger  than  72  Point,  and  all  type  above 
this  size  is  generally  cut  in  wood  and  is  designated  as  2-Line,  2^-Line,  3-Line, 
4-Line,  5-Line,  6-Line,  8-Line,  lo-Line,  12-Line,  15-Line,  20-Line,  24-Line, 
30-Line,  40-Line,  50-Line,  72-Line,  and  the  largest  sizes  are  made  to  order. 

The  following  paragraphs  present  the  common  sizes  of  regular  Roman  faces,  and 
are  calculated  to  give  an  eye-picture  of  the  relative  proportion  of  type  sizes: 


Spt  in  3 1.2  Point  (Brillieni).  This  size  of  type  is  never  found  In  ordinary  printed  infttter,  but  sometimes  is 
used  upon  maps  and  charts,  and  very  infreijuently  appears  in  foot  notes  or  in  marginal  referencss. 


Set  in  4 1'2  Point  (Diamond).  This  size  of  letter  is  tho  smallest  ever  used  for  Iwok  work,  and 
seldom,  if  ever,  apyiears  except  in  the  smallest-sized  Bibles,  in  marginal  notes,  or  for  names  in  maps 
and  charts.  In  commercial  printing  it  is  sometimes  used  for  foot  notes. 


Set  in  5 Point  (Pearl)  Roman.  This  size  of  letter  is  occasionally  seen  in  small 
Bibles  and  Dictionaries,  and  for  foot  and  marginal  notes.  It  seldom  appears  in  job 
printing  except  for  references. 


Set  in  5 1-2  Point  CAsate).  This  size  of  letter  is  almost  nniveraally 
used  for  the  setting  of  “ Want”  and  other  cla.ssified  advertisements  in 
great  daily  papers,  and  in  such  publications  all  advertising  space  is 
reckoned  upon  a ba.sis  of  Agate  measurement— tliat  is,  the  number  of 
lines  of  solid  Agate  which  can  be  put  into  any  single-column  space, 
irrespective  of  the  size  of  display  type  contained  in  tlie  advertise- 
ment. Fourteen  Agate  lines,  .set  solid,  make  an  incli.  Wlien  the 
advertiser  orders  an  Incli  of  advertising  space  he  is  entitled  to  as 
many  words,  if  set  in  Agate,  as  can  appear  in  fourteen  single-column 
lines  of  Agate,  set  solid,  or  lie  may  use  this  space,  if  it  is  not  in  the 
classified :departments,  for  display  matter,  tlie  size  of  the  space  re- 
maining the  same.  Agate  type  is  used  for  foot  notes,  for  quotations, 
and  occasionally  appears  in  closely-printed  books. 


Set  in  fi  Point  (Nonpareil)  Roman.  This  size  of  letter  is  that 
usually  used  for  the  settiiifr  of  “ Want”  adverti.sements  in  weekly 
papers  and  in  country  dailies,  and  in  such  publications  the  ad- 
vertising space  is  reckoned  on  a basis  of  Nonpareil,  or  twelve  lines, 
.set  solid,  to  the  inch.  The  reading  matter  in  all  of  the  leading 
daily  papers  is  set  in  this  size  of  type,  and  the  majority  of  closely- 
printed  books  are  also  set  in  it.  It  frequently  is  used  for  foot  and 
marginal  notes  and  for  quotations,  and  often  appears  in  job 
printing. 


Set  in  7 Point  ()Minion).  This  size  of  type  is  generally 
used  for  the  reading  matter  in  high-class  weeklies,  in  many 
small  dailies,  and  often  in  country  w eeklies.  A very  few 
pnlilications  ineasiirc  their  advertising  space  on  the  basis 
of  Minion.  This  size  often  appears  in  books,  and  is  very 
readaltle,  providing  the  column  measure  is  not  more  titan 
three  incites  wide.  It  is  an  excellent  size  for  foot  notes 
and  for  quotations,  and  has  a prominent  place  in  job  work. 

Set  in  8 Point  (Brevier).  The  majority  of  country 
newspapers  set  their  reading  matter  in  this  size  of 
type,  and  it  appears  in  a good  proportion  of  novels 
and  other  books.  It  is  a very  readable  size,  and  is 
adapted  to  every  class  of  reading  matter,  but  it  should 
not  be  set  more  than  three  or  four  inches  in  width. 
It  often  occurs  in  magazines,  and  a lai’ge  proportion 
of  circulars  are  set  in  it. 

Set  in  9 Point  (Bonrgeoi.s).  This  size  is  occa- 
sionally ns(‘d  lor  the  reading  matter  of  country 
ne\vsi)a]iers,  and  for  magaziiK'S  and  class  imhlica- 
tions.  It  is  ail  excellent  size  foi- circulars  and  cata- 
logues, and  is  readable  under  all  conditions  who'C 
the  width  is  not  much  gia'atci’ than  four  inches.  It 
vciy  frcMincntly  ai>i>cars  in  job  work. 


TYPE 


913 


Rot  in  10  Point  (IvOUfj;  I’riinor).  This  si/o 
is  vory  “ lillin<j,”  iind  is  tV(‘<juontly  nsod  I'or  tlio 
roadiny  inattor  in  country  newspapers,  and 
almost  universally  appears  in  inaf^azines  and 
class  jiuhliealions.  It  is  sec'ii  in  a good  grado 
of  hooks,  and  is  a very  roadahlo  typo  for  cata- 
logues and  circulars.  It  is  the  smalU'st  size  that 
should  ap])ear  in  the  tlyer  or  handbill,  and  in 
that  ease  only  for  secondary  deseri])tivo  matter. 
It  is  a good  size  for  the  descrijdive  2)art  of  ad- 
vertisements. 


R(d  in  1 1 Point  (Small  Pi(;a).  An  ox- 
eelkuitsizo  foi‘  high-grade  books,  for  art  maga- 
zines, and  foi'  college  and  society  ]»aj)ers.  It 
is  adapte<l  to  circular  and  ai'tistic  catalogues, 
and  for  descriptive  matter  in  medium-sized 
advertisements.  This  size;  is  us(“d  for  the  set- 
ting of  the  articles  in  the  department  en- 
titled “ (Jreat  Successes.”  J t is  hardly  a<hn)ted 
to  a width  as  great  as  the  page  width  of  this 
hook. 


Set  in  12  Point  (Pica).  Decidedly  the  best  size  to  nso  for  the  uj)per  grade  of 
books,  and  for  Idgh-art  })td)lieations.  Jt  is  an  excellent  face  for  descri})tive  matter  in 
large  advertisements,  and  for  all  work  which  need  not  be  condensed.  The  body  of 
this  book  is  set  in  this  size,  but  it  should  not  be  used  'where  the  wddtli  is  much  greater 
than  that  of  this  page. 

Set  ill  IT  Point  (English).  A very  aj )})!•( ipriate  size  for  descrijitive  matter 
in  dyers  and  luindbills,  and  an  excellent  size  for  similar  matter  in  large  adver- 
tisements. Few  hooks  are  set  in  type  larger  than  this,  and  even  this  size 
very  seldom  appears,  as  12  Point  is  considered  the  largest  apiiropriate  hook 
size,  except  in  hooks  for  children. 

Set  ill  18  Point  (Great  Primer).  The  smallest  size 
that  should  appear  upon  a poster,  and  in  that  ease  should 
be  used  only  for  lengthy  descriptive  matter,  and  it  is  doubt- 
ful if  it  had  better  appear  even  for  that.  A splendid  size 
for  handbills,  and  a iniieh  used  size  in  ornamental  type. 

Set  ill  22  Point  (Double  Small  Pica).  This 
size,  and  all  the  sizes  following,  are  adaptable 
to  every  class  of  job  and  news  adyertisement 
work,  and  do  not  have  any  place  in  reading 
matter  except  for  headings.  It  is  nimecessary 
to  designate  the  use  of  any  of  the  following 
sizes : 


28  Point  Roman 


FOWLER’S  PUBLICITY 


914 

36  Point  Poiinin 

44  Point  Roman 

60  Point  Roman 

The  Variations  of  Roman  Faces 

There  are  a large  number  of  variations  of  Roman  faces,  some  more  or  less  ex- 
tended, some  somewhat  contracted  or  condensed  and  representing  the  “ Modern  ” or 
somewhat  shaded  face,  and  the  “ Old  Style  ” or  somewhat  light  face.  The  appended 
paragraphs  are  set  in  12  Point,  as  this  size  is  perhaps  the  best  adapted  to  the  display 
of  their  relative  appearance. 

Advertising  is  Talk  and  Type.  Good  talk  in  poor  type  is  bad  advertising.  Good 
type  makes  good  talk  effective.  If  you  say  a good  thing  let  it  be  printed  in  type  that 
will  attract  readers.  Study  Type-style.  It  is  profitable.  This  is  Bradford  Old  Style. 

Advertising  is  Talk  and  Type.  Good  talk  in  poor  type  is  bad  advertising.  Good 
type  makes  good  talk  effective.  If  you  say  a good  thing  let  it  be  printed  in  type  that 
will  make  people  read  it.  Profit  by  studying  Type-style.  This  is  Caslon  Old  Style. 

Advertising  is  Talk  and  Type.  Good  talk  in  poor  ty^pe  is  bad  advertising. 
Good  type  makes  good  talk  effective.  If  you  say  a good  thing  let  it  be  printed  in 
type  that  will  make  people  read  it.  Study  Type-style.  This  is  Roiialdsoii  Old  Style. 

Advertising  is  Talk  and  Type.  Good  talk  in  poor  type  is  bad  advertising.  Good 
type  makes  good  talk  effective.  If  you  say  a good  thing  let  it  be  printed  in  type  that  will 
make  people  read  it.  Study  the  Type-style.  It  is  a profitable  study.  This  is  Cushing. 

Advertising  is  Talk  and  Type.  Good  talk  in  poor  type  is  bad  advertising. 
Good  type  makes  good  talk  effective.  If  you  say  a good  thing  let  it  be  printed 
in  type  that  will  induce  the  public  to  read  it.  This  is  Old  Style  Antique. 

Advertising  is  Talk  and  Type.  Good  talk  in  poor  type  is  bad  advertising.  Good 
type  makes  good  talk  effective.  If  you  say  a good  thing  let  it  be  printed  in  type  that 
will  make  people  read  it.  Make  a study  of  Type-style.  This  is  Jenson  Old  Style. 


TVIMC 


915 

Advertising*;  is  Talk  and  Type.  Good  talk  in  poor  type  is  bad  advertis- 
ing. Good  type  makes  good  talk  effective.  If  you  say  a good  thing  let  it 
be  printed  in  such  type  as  will  make  people  read  it.  This  is  De  Vinne. 

Advertising  is  Talk  and  Type.  Good  talk  in  poor  type  is  bad  adver- 
tising. If  you  say  a good  thing  let  it  be  printed  in  type  that  will  make 
people  read  it.  Study  the  Type-styles.  This  is  Ronaldson  Clarendon. 

Advertising  is  Talk  and  Type.  Good  talk  in  poor  type  is  bad  advertising.  Good  type 
makes  good  talk  effective.  If  you  say  a good  thing  let  it  be  printed  in  type  that  will  make 
people  read  it.  Study  the  Type-style.  It  is  a profitable  study.  This  is  Ronaldson  Condensed. 

Advertising  is  Talk  and  Type.  Good  talk  in  poor  type  is  bad  advertising.  Good  type 
makes  good  talk  effective.  If  you  say  a good  thing  let  it  be  printed  in  type  that  will  make 
people  read  it.  Study  the  Type=style.  It  is  a valuable  study.  This  is  De  Vinne  Condensed. 

Advertising  is  Talk  and  Type.  Good  talk  in  poor  type  is  bad  advertising.  Good 
type  makes  good  talk  effective.  If  you  say  a good  thing  let  it  be  printed  in  type 
that  will  make  people  read  it.  Study  the  present  Type-styles.  This  is  Howland. 

Advertising  is  Talk  and  Type.  Good  talk  in  poor  type  is  bad  advertising. 
Good  type  makes  good  talk  effective.  If  you  say  a good  thing  let  it  be  printed  in 
type  that  will  make  people  read  it.  Study  the  Type-styles.  This  is  Lippincott. 

Advertising  is  Talk  and  Type.  Good  talk  in  poor  type 
is  bad  advertising.  Good  type  makes  good  talk  effective. 
Study  Type=style.  This  is  French  Old  Style  Extended. 

Advertising  is  Talk;  and  Type.  Good  talk  in  poor 
type  is  bad  advertising.  Good  type  makes  good  talk 
effective  and  attractive.  This  is  Ronaldson  Extended. 

Advertising  is  Talk  and  Type.  Good  talk  in  poor  type  is  bad  adver- 
tising. Good  type  makes  good  talk  effective.  If  yon  say  a good  thing  let 
it  be  iDrinted  in  type  that  Avill  make  people  read  it.  This  is  Lightface. 

Advertising  is  Talk  and  Type.  Ciroocl  talk  in  poor  type  is 
bail  advertising.  If  yon  say  a good  thing  let  it  be  printed  in 
attractive  type  that  will  make  people  read  it.  This  is  Title. 

Advertising  is  Talk  and  Type.  Oood  talk  in  poor  type 
is  bad  advertising.  If  you  say  a good  tiling  let  it  be  printed 
in  type  that  will  make  people  read  it.  Tliis  is  Old  Style  Title. 


916 


FOWLER’S  PUBLICITY 


Advertising’  is  Talk  and  Type.  Good  talk  in  poor  type  is 
bad  advertising’.  If  yon  say  a good  thing  let  it  be  printed 
ill  type  that  will  make  people  read  it.  This  is  Boldface  Roman. 

Advertising  is  Talk  and  Type.  Good  talk  in  poor  type 
is  bad  advertising.  If  you  say  a good  thing  let  it  be  set 
in  such  type  as  will  make  people  read  it.  This  is  Doric. 

Advertising  is  Talk  and  Type.  Good  talk  in  poor  type  is  bad  advertis- 
ing. Good  type  makes  good  talk  effective.  If  yon  say  a good  thing  let  it 
be  printed  in  type  that  will  make  people  read  it.  This  is  Condensed  Title. 

is  Talli  and  Ty^pe.  Grood  talk  in. 
poor*  type  is  Bad  advertising-.  Grood  tyi^e  makes 
g-ood  talk  very  eflective.  This  is  Title  Extended. 

.A^dvertising  is  Talk  and  Type.  Grood  talk  in 
poor  type  is  kad  advertising.  Grood  type  makes 
good  talk  effective.  Tins  is  Liglitface  Extended. 

Italic  and  Slope 

Slanting  letters  are  known  either  as  “ Italic  ” or  as  “ Slope,”  these  two  words 
being  usually  preceded  by  an  arbitrary  title  designating  the  style  of  face.  The  follow- 
ing examples  present  many  of  the  regular  faces  of  “ Italic  ” or  “ Slope  ” t3’pe,  except 
the  regular  italic  which  accompanies  Roman.  These  examples  are  set  in  14  Point. 

The  man  who  appeals  to  the  puhlie  should  have  his  advertisements 
printed  from  neat  and  popular  types.  This  is  Ronaldson  Title  Slope. 

The  men  appealing  to  the  public  to-day  should  have  his 
advertisement  printed  from  neat  typesm  This  is  Doric  italic. 

The  merchant  who  appeals  to  the  public  to-day  should  have  his  advertisements 
handsomely  displayed  and  printed  from  neat  and  popular  types.  This  is  Etyvir  Italic. 

The  merchants  who  appeal  to  the  public  to-day  should  have  their  advertisements 
neatly  displayed  and  printed  from  tasteful  and  popular  types.  This  is  Law  Italic. 

The  merchants  who  appeal  to  the  public  to-day  should  have  their  advertisements 
handsomety  disptayed  and  printed  from  neat  and  poputar  types.  This  is  Cushing  Italic. 


TYPK 


917 


The  business  man  ^ho  appeals  to  the  public  should  have  his  advertisements 
astistically  displayed  and  printed  from  neat  and  popular  types.  This  is  Jenson  Italic. 

The  man  who  appeals  to  the  public  to-day  should  have  his  advertisements 
printed  from  tasteful  and  popular  types.  This  is  Italic  Gothic  Condensed. 

The  man  who  appeals  to  the  public  should  have  his  advertisements 
artistically  printed  from  neat  and  popular  types.  This  is  De  Vinne  Italic. 


Old  English  and  Title 

The  “Old  English”  faces  still  remain  of  standard  style,  and  their  use  seems  to  be 
necessary  to  the  legal  appearance  of  documents  like  bills  of  sale,  powers  of  attorney, 
etc.  These  faces  are  also  used  as  ornamental  type,  and  are  to  be  recommended  for 
short  lines  and  for  high  class  titles.  The  examples  presented  are  set  in  18  Point. 

^iiciitii-tii'o  lioiiit  ^iiit  18  (point  fi^a^ton 

tB  point  ®itlc  Black  €igMmi  faint  ianilcnad  f latlt 

18  Ipoint  tlubor  Black  18  point  Satanick^^^ 

Gothic 


The  standard  and  always  acceptable  display  st3de  of  letter  is  what  is  known  as 
“ Gothic,”  usually  sub-divided  as  “ Gothic,”  with  some  arbitrary  title,  and  as  “ Gothic 
Condensed,”  “ Gothic  Extended,”  and  “ Lining  Gothic.”  The  following  lines  are  set 
in  the  principal  Gothic  styles,  in  the  size  of  18  Point,  as  that  best  presents  their  rela- 
tive appearance. 

Advertising  is  Talk  and  Type.  Good  talk  in  poor  type  is  bad 
advertising.  If  you  say  a good  thing  let  it  be  printed  in  type 
that  will  induce  people  to  read  it.  This  is  Light  Lining  Gothic. 

Advertising  is  Talk  and  Type.  Good  talk  in  poor  type  is 
bad  advertising.  Good  type  makes  good  talk  effective.  Study 
the  present  Type-styles.  This  Is  Medium  Heavy  Lining  Gothic. 


918 


FOWLER’S  PUBLICITY 


Advertising  is  "Tslk;  and  Type.  Good  talk 
in  poor  type  is  bad  advertising.  Study  the 
Type-style.  This  is  Lining  Gothio  Extended. 

Advertising  is  Talk  and  Type.  Good  talk  in  poor  type  is  bad  advertising.  Good  type 
makes  good  talk  effective.  If  you  say  a good  thing  let  it  be  printed  in  type  that  will  make 
people  read  it  Study  Type-style.  This  is  Medium  Condensed  Philadelphia  Lining  Gothic. 

Advertising  is  Talk  and  Type.  Good  talk  in  poor  type 
is  bad  advertising.  If  you  say  a good  thing  let  it  be  set 
in  type  that  is  attractive.  This  is  Heavy  Lining  Gothic. 

Advertising  is  Talk  and  Type.  Good  talk  in  poor  type  is  bad 
advertising.  Good  type  makes  good  talk  effective.  Study  present 
Type-styles.  This  is  Heavy  Condensed  Philadelphia  Lining  Gothic. 

Advertising  is  Taik  and  Type.  Good  talk  in  poor  type  is  bad 
advertising.  If  you  say  a good  thing  let  it  be  printed  in  neat  and 
attractive  type  that  will  make  people  read  it.  This  is  Heavy  Gothic. 

Wood  Type 

Wood  type  may  and  may  not  follow  the  Roman  face,  and  it  differs  only  from  ordi- 
nary type  in  its  size  and  method  of  manufacture.  It  is  seldom  made  smaller  than  48 
Point,  and  may  run  to  any  size.  Wood  type  is  not  cast,  but  is  cut  out  of  maple  or 
other  close-fibered  wood,  by  a pantograph  routing  machine. 

Rubber  Type 

Rubber  type  is  simply  type  made  entirely  of  rubber  or  of  rubber  face,  and  consists 
of  rubber  vulcanized  sufficiently  to  stand  by  itself  and  vet  preserve  its  elasticit^■. 
Rubber  type  is  used  almost  exclusively  for  rubber  stamps,  and  has  no  place  in  com- 
mercial printing.  Practically  all  rubber  type  is  made  by  using  regular  lead  type  for 
the  pattern. 

Ornamental  Type 

The  typographical  specimen  book  is  as  Riassive  as  the  unabridged  dictionary  of 
words.  Ornamental  type  is  both  fearfully  and  wonderfully,  and  artistically  designed. 
Ornamental  type  includes  display  type,  but  that  which  is  commonly  known  as  display 


'I'VPK 


919 


t\  po  need  not  be  and  <;enerall\’  is  not  ornamental,  lrrespecti^•e  (d' size,  t3'])e  other 
tlian  Roman  lace  can  be  di\’idcil  and  snb-divided  into  as  man}'  classilications  as  the 
divider  may  elect. 

The  names  or  titles  of  all  fancy  or  ornamental  types  are  ])urel}’  arbitral'}',  a ^ood 
proportion  of  the  faces  bein^  named  after  some  popular  printer  or  other  distinguished 
personage. 

Type  designs,  like  those  of  arehitecture  and  art,  appear  to  have  times  and  epoehs, 
and  quite  naturall}'  the  head  of  the  artist  and  the  judgment  of  the  tyj-ie  founder  occa- 
sionally and  mutuall}'  run  away  and  become  responsible  for  the  typographical  mon- 
strosities whose  foolishness  is  almost  entirely  contined  to  the  specimen  book  and  to 
the  few  printers  who  think  the  odder  a thing  is  the  better  it  is,  and  that  the  face  of  type 
is  not  intended  for  reading  purposes. 

The  modern  tendency  is  toward  the  use  of  strong,  bold,  and  easily  read  faees. 

The  advent  of  sueh  faces  as  “De  Vinne,”  “ Howland,” ‘‘ De  Vinne  Condensed,” 
with  their  outlined  accompaniment,  and  in  sizes  from  8 to  72  point,  and  even  larger, 
marks  the  opening  of  an  era  of  typographical  common  sense,  and  speaks  volumes  for 
the  beginning  of  artistic  simplicity. 

The  face  which  looks  well  for  one  job  may  make  a bad  job  of  another.  Long  lines 
should  never  be  set  in  very  ornamental  type,  and  the  ornamental  faces  should  be  sepa- 
rated from  each  other  by  considerable  space,  or  by  lines  of  plainer  type. 

The  accompanying  specimens  of  ornamental  or  fancy  faces  were  selected  from  the 
best  styles  in  the  leading  American  foundries,  and  while  they  do  not  present  com- 
pleteness, they  give  a sufficient  number  of  designs  to  cover  a majority  of  the  effective 
and  most-ought-to-be-used  faces.  It  was  not  considered  necessary  to  show  all  of  the 
several  sizes  of  the  same  t}'pe,  nor  to  present  fancy  styles  closely  resembling  one  an- 
other. The  large  type  foundries  issue  exhaustive  specimen  books  which  the  printer 
may  obtain  for  nothing,  and  the  business  man  can  have  at  nominal  cost  price. 


920 


FOWLER’S  PUBLICITY 


BRING  customer 

HOI 

m 

48  Point  Ronaldson  Condensed.  36  Point  Mural. 

PlFiE  rouscoiis 

W^GON  BUILBER 

18  Point  Virile  Open.  i8  Point  Oblique. 

Dk$$  making 

GUN  shot 

48  Point  Bradley.  48  Point  Howland. 

FINE  result 

36  Point  Quaint.  36  Point  Old  Style  Antique. 


FAST  trains 

BIG  sea 

40  Point  Doric.  36  Point  Taylor  Gothic. 

SIX  tats  TlPOdlP 

(leiiiistratei 

48  Point  Howland  Open.  44  Point  Kxtra  Condensed,  No.  46. 

LEASED 

icio 

48  Point  Gothic,  No.  49. 


48  Point  Quanu  C)pen. 


'rvi’K 


921 


REGinES 

RICH  men 

24  Point  Kosler  Gothic.  Philadelpliia  I.inin}'  Gothic,  No.  1330. 

BRUSH  making 

Revolutions 

40  Point  Caslon  Old  Style  Italic,  No.  71.  42  Point  Rubens. 

BnsinFss 

FIRST  sale 

42  Point  Medieval.  Philadelphia  Lining  Gothic,  No.  1136. 

mmm  houses 

rREHCH  wioes 

30  Point  Giraffe.  30  Point  Virile. 


Cities 

SIGN  painting 

48  Point  Satanick.  48  Point  Lippincott. 

SHOW  case 

MAI  lire 

36  Point  Doric  Italic.  32  Point  Contour,  No.  7. 

DO  ini@l 

^037- 

48  Point  Contour,  No.  4. 


48  Point  Antique  Extended,  No,  40. 


)22 


FOWLER’S  PUBLICITY 


36  Point  Ronaldson. 


36  Point  Polo. 


60  Point  Caslon  Old  Style,  No.  71. 


60  Point  Modern  Text,  No.  40. 


36  Point  Eccentric. 


36  Point  Old  Style  Condensed,  No.  40. 


36  Point  Stipple. 


42  Point  Longfellow. 


36  Point  Florentine  Old  Style,  No.  ; 


36  Point  Arboret. 


36  Point  Newfangle. 


48  Point  Johnson. 


48  Point  Contour,  No.  1. 


Philadelphia  Lining  Gothic,  No.  648. 


923 


Philudclpliia  Lining  (iothic,  No.  1030. 


28  I’oint  i'Vcnch  Clarendon. 


30  Point  Washington. 


Philadelphia  Lining  Gothic,  No.  830. 


36  Point  Ronaldson  Gothic. 


36  Point  Boston  Black. 


24  Point  Inclined  Gothic. 


24  Point  Lining  Gothic,  No.  45. 


24  Point  Lining  Gothic,  No.  43. 


24  Point  Facade  Condensed. 


TAME  horse 


24  Point  Dynamo. 


24  Point  Luray. 


18  Point  Koster. 


24  Point  De  Vinne  Extended. 


REfTlARKS 


56  Point  Black  Cap. 


36  Point  Old  Style  Title. 


FOWLER’S  PUBLICITY 


924 


RIPE 

SPECIAL  SALES 

28  Point  Celtic.  28  Point  Cloister. 

HARD  times 

pountain 

36  Point  Latin  Antique,  No.  40.  36  Point  Webster. 

SOUND  sense 

BRIGHT  smiles 

28  Point  Italic  Gothic,  No.  2.  30  Point  Ronaldson  Title  Slope. 

in^URAn(JG  POLICIG^ 

STORMY  weather 

24  Point  Cabalistic.  24  Point  Haskerville. 

LIVERY  STABLE 

jfine  Hit  ]£i:bibit6 

24  Point  F'acade.  24  Point  Tudor  Black. 

""BH  ii(n>we.-.§ 

FINE  horses 

36  Point  Columbus  Outline.  36  Point  Monkish. 

SPRING  Style 

24  Point  Duerer.  24  Point  Spiral. 

INK  stand 

24  I’oint  Stencil. 


24  Point  Cadmus. 


'rvi’K 


925 


42  l*uint  DcViniic  Italic. 


36  l^oint  Houghton. 


30  Point  Unique  Celtic  Cond. 


24  Point  Roundhead. 


24  Point  Title  Black. 


24  Point  Typo. 


18  Point  Elandkay,  No.  29. 


18  Point  Arboret,  No.  2. 


Philadelphia  Lining  Gothic,  No.  736. 


36  Point  Archaic. 


36  Point  Obelisk. 


36  Point  Ronaldson  Extended. 


24  Point  Mortised. 


30  Point  Rimpled. 


30  Point  Ronaldson  Clarendon. 


24  Point  Bradley. 


1 


926 


FOWLER’S  PUBLICITY 


CiflBP  StDPES 


36  Columbus,  No.  ; 


36  Point  Telegraph. 


FUR  coats 


28  Point  Fantail. 


24  Point  Tinted. 


24  Point  Ronaldson  Clarendon. 


24  Point  Jenson  Old  Style. 


36  Point  Signet  Shade. 


36  Point  Livermore. 


24  Point  Steelplate  Gothic. 


24  Point  Unique  Celtic. 


36  Point  Jenson  Italic. 


36  Point  Childs. 


24  Point  (Juentell. 


24  Point  Fillet. 


'rvPK 


927 


HORSE  SHOW 

FELT  hats 

36  Point  Chamfer  Coiul.  48  I’oint  1 )e  V'inne. 

Sp&Gmi  importation 

READERS 

36  Point  Livermore  Outline.  36  Point  Ksthelic. 

In  Pisa 

DRESS  making 

36  Point  Quaint  Roman,  No.  2.  36  Point  De  Vinne  Condensed. 

STRAW  goods 

NEW  mat 

36  Point  Keystone.  36  Point  Campanile. 


4l|otmmental  i(n!scri|jtions 

36  Point  Glyptic  Shaded. 

40  Point  Title  Text. 

(JUotocco 

RUINS 

42  Point  Caxton  Black.  44  Point  Cond.  Runic. 

KITE  string 

30  Point  Iroquois  Condensed. 


28  Point  Broadgauge. 


928 


FOWLER’S  PUBLICITY 


Borders 


Sense  sent 
For  a cent 

Drop  us  a postal  card  and  we’ll  send  you 
our  Book  of  Comfort— John  Smith  & Co.,  303 
Blank  Street,  Blankville,  O. 

Plate  No.  i. 


Even  the  writer  of  a book  like  this  need  not  have  lost  the  last  spark  of  modesty, 
and  he  may  be  excused  for  feeling  a great  deal  of  pride  and  self-respect  because  of 

the  almost  universal  adoption  of  borders,  either 

in  line  or  in  the  ornamental,  for  the  better  class 
of  advertisements.  Many  years  ago  the  use  of 
the  border  was  confined  to  the  label  and  ticket 
and  to  over-fancy  printed  matter. 

Years  ago  the  writer  insisted  upon  the  use 
of  borders,  and  contributed  examples  and  printed 
arguments  illustrating  the  advantages  of  framed 
advertisements.  Old-fashioned  meanness,  and 
popularly  called  “ economy,”  rebelled  at  the  filling  of  any  part  of  the  advertising- 
space  with  what  appeared  to  be  irrelevant  to  the  advertisement,  and  the  type  matter 
ran  close  to  the  margin  only  occasionally 
separated  from  the  other  announcements 
by  scant  blank  space. 

The  writer  well  remembers  the  oppo- 
sition and  the  many  hours  of  tedious  argu- 
ment required  to  prove  that  the  serving  or 
setting  of  a good  thing  constituted  a part  of 
it.  These  arguments  would  seem  foolish 
now,  and  they  seemed  foolish  then;  now, 
because  they  have  become  axiomatic ; then, 
because  they  were  not  acceptable.  A few  years  ago,  the  result  of  years  of  missionary 
work  on  the  part  of  the  writer  and  of  a few  others  came  almost  spontaneously, — 

and  borders  came.  Although  there 
may  be  no  sure  rule  to  follow,  the 
safest  and  best  plan  is  to  place  a 
dark  border  around  a light  adver- 
tisement, and  a light  border  around 


Sense  sent 
For  a cent 


Drop  us  a postal  card  and  we’ll  send  you 
our  Book  of  Comfort— John  Smith  & Co.,  303 
Blank  Street,  Blankville,  O. 


Plate  No.  2. 


a dark  advertisement.  A border 
should  be  used  if  for  no  other  reason 
than  that  it  separates  the  advertise- 
ment  from  the  other  advertisements, 
and  is  tar  preierable  to  white  space. 
The  principal  t^•pc  foundries  carry 
Plate  No.  3.  innumerable  faces  of  borders  show- 

ing bold,  unique,  original,  and  artistic  designs  of  ever}’  width  and  shade. 

Specimens  of  borders  appear  throughout  the  book. 


r 


rviMC 


Strikiitd  and  Jlttractive  T|7 

uuulojlO  I 


12  Point  No.  71  24  Inches  75  Cts. 


12  Point  No.  1232  Per  Font  $2  50  Per  Foot  40  Cts.  12  Point  No.  1229  Per  Font  $2  50  Per  F'oot  40  Cts. 


12  Point  No.  79  48  Inches  $i  50 


0 


WMMMMMMMMirjrinrMli 


18  Point  No.  5 10  Feet  $495 


M 


Wi 


24  Point  No.  2401  Per  Font  I3  50  Per  Foot  60  Cts. 


24  Point  No.  2406  Per  Font  $3  50  Per  Foot  60  Cts. 


930 


FOWLER’S  PUBLICITY 


24  Point  Empire  Border  No.  3 $2  00 


U 

'vV 


/♦s 


-5^  vV 

•iS^* 


Laurel  Borders 


«/ 

\»/ 

ilV  - 


t Point  Laurel  Border  42  inches  $i  75 


6 I'omt  Laurel  Bortier  No.  2 42  Inches  $i  75 


: Point  Laurel  Border  36  Inches  Ji  75 


12  Point  Laurel  Border  No.  2 36  Inches  $i  75 


18  Point  Laurel  Border  36  Inches  $-’ 00 


18  Point  Laurel  Border  No.  2 36  Inches  $200 


AdvertLsing’  Country  Papers 


“ Practice  what  you  preach  ” 


Ills  department  eonsiders  tlie  advertisino-  of  the  eountrv  newspaper, 
the  disenssion  of  advertising  general  weekl}' pid')lications  appearing  in 
the  department  entitled  Periodical  Building.”  The  loeal  newspaper 
is  for  local  readers.  Others  do  not,  and  will  not  read  it.  The  local 
newspaper  should  contain  general  miscellany,  and  sometimes  a resume 
of  current  events.  The  local  paper  of  success  depends  for  profit  on  the  volume  of  its 
local  news  and  b}'  the  adaptation  of  its  miscellany  to  the  taste  of  the  local  palate.  It 
costs  no  more  in  money  to  fill  the  paper  with  local  doings,  and  to  locally  fiavor  the 
miscellany,  than  it  does  to  print  dry,  general  matter  and  the  news  of  the  world. 

The  local  editor  who  journalistically  tackles  any  great  foreign  question  is  simply 
giving  to  a part  of  his  readers  what  they  do  not  want,  and  to  the  balance  what  they 
obtain  in  other  publications. 

An  editorial  on  local  fence  whitewashing,  or  on  local  tree  planting,  or  on  the  build- 
ing of  a local  library,  will  sell  more  papers  and  bring  more  advertising  than  the  cast- 
ing of  a leaden  mind  into  leaden  editorials. 

Let  the  reading  columns  be  filled  with  local  news  and  local  happenings,  and  never 
allow  more  than  ten  per  cent,  of  the  editorials  to  treat  of  subjects  not  directly  inter- 
esting to  the  paper’s  constituents.  Print  names,  names,  names,  spell  them  correctly. 
Buy  a couple  of  quarts  of  “Mr.”  and  “Mrs.”  sorts,  and  put  a handle  to  every  name 
given.  The  profit  of  a local  paper  is  in  proportion  to  its  value  to  its  readers.  Coun- 
tr}’  newspaper  mone}"  is  made  by  cultivating  home  land  and  not  by  going  beyond  the 
reach  of  the  local  harvester. 

The  local  publisher  has  no  business  to  be  in  the  great  cities  hobnobbing  with  the 
advertising  agent,  and  forcing  his  business  card  into  the  private  office  of  the  general 
advertiser.  Perhaps  he  gets  an  advertisement.  So  much  the  worse  for  him.  In  his 
exuberant  state  he  rides  home  on  air,  or  on  a pass,  and  congratulates  himself  that  he 
can  fill  up  space  at  starvation  rates  and  has  been  permitted  to  print  an  advertisement 
antagonistic  to  local  business.  Stay  at  home.  Everybody  in  town  and  about  town 
buys  what  he  eats,  drinks,  and  wears  of  the  local  dealer,  and  if  they  do  not,  it  is 
partly  the  fault  of  the  stores  and  partly  the  fault  of  the  local  publisher.  If  the  adver- 
tising space  is  not  filled  with  local  advertising  at  decent  rates,  it  may  be  because  the 
publisher  has  been  soliciting  away  from  home  at  the  sacrifice  of  his  own  business 


931 


932 


FOWLER’S  PUBLICITY 


in  the  town  of  his  business.  If  the  local  publisher  would  try  half  as  hard  to  get 
the  loeal  advertising  he  can  get  as  he  tries  to  get  the  general  advertising  he  cannot 
get,  he  would  live  more  comlbrtably  and  have  more  money.  Why  should  the  local 
publisher  everlastingly  tell  the  merchants  that  they  must  work  their  fields  if  they 
would  harvest,  and  then  refuse  to  work  the  field  which  is  as  much  his  as  theirs. 
It  may  pay  the  general  advertiser  to  advertise  in  the  general  local  newspaper,  but  it 
will  not  pay  the  local  publisher  to  go  after  the  general  advertiser. 

Make  the  paper  the  people  want,  and  no  matter  how  much  they  may  criticise  the 
printing  of  social  news  and  giving  prominence  to  small  local  matters,  they  will  buy 
the  paper  because  it  chronicles  local  happenings,  and  the  more  of  this  matter  it  has,  the 
more  they  will  buy  it.  People  do  not  criticise  the  paper  unless  it  has  something  in  it 
worth  criticising,  and  the  fact  that  they  criticise  it  is  proof  that  it  is  worth  reading  and 
is  read.  The  local  paper  that  the  family  of  the  local  advertiser  cannot  get  along  with- 
out, and  the  one  that  the  advertiser  always  finds  being  read  in  his  own  household  does 
not  need  a great  deal  of  argument  or  proof  that  it  pays  to  advertise  in  it.  The  paper 
that  the  advertiser  sees  in  action  is  the  paper  that  he  gives  his  advertising  to.  Often 
the  way  to  the  advertiser’s  pocket  is  through  the  heart  of  the  advertiser’s  famil}'.  Sell 
advertising  space  as  merchandise.  The  merchant  wants  to  sell  his  goods  more  than 
the  buyer  wants  to  bu}^  them.  The  merchant  goes  after  the  buyer.  The  publisher 
wants  to  sell  his  advertising  space  more  than  the  advertiser  wants  to  buy  it.  The 
local  publisher  must  go  after  the  advertiser.  The  local  field  belongs  to  the  local 
publisher.  What  the  local  publisher  gets  out  of  the  local  field  depends  upon  what 
he  tries  to  get  out  of  it.  Keep  away  from  the  general  advertiser.  Stimulate  home 
advertising.  Do  as  advertisers  do — push  for  business. 

There  is  hardly  a town  anywhere  where  the  merchant  would  not  do  more  adver- 
tising if  the  seller  of  advertising  tried  as  hard  to  sell  his  advertising  as  the  seller  of 
other  things  tries  to  sell  those  things.  Why  should  the  local  merchant  feel  that  local 
advertising  is  indispensable  when  the  local  publisher  takes  no  pains  to  sell  it  to  him.^ 
In  his  local  office  half  asleep  rests  the  local  publisher,  with  his  dingy  windows  open 
away  from  trade,  and  there  in  the  dust  and  gloom  of  conventional  inactivity  the  little 
enthusiasm  he  used  to  have  snores  a growl  against  the  local  advertiser  because  he 
does  not  come  into  an  uninviting  office  uninvited.  If  advertising  is  merchandise,  and 
subscriptions  stock  in  trade,  is  there  any  reason  why  the  publishing  office  should  not 
have  the  appearance  of  a store  ? If  merchandise  must  be  sold  over  clean  counters, 
what  excuse  is  there  for  the  selling  of  advertising  and  newspapers  under  layers  of 
dust?  The  local  publisher  is  a business  man,  and  there  is  no  reason  wh}’  he  should 
not  do  business  as  other  business  men.  The  editorial  room  has  no  right  to  be  in  so 
dirty  a condition  that  the  spilling  of  ink  will  make  a white  spot  upon  the  iloor  of  it. 
The  editor  and  the  publisher  will  not  patronize  the  tailor  who  cuts  and  sews  in  a 
stable,  and  yet  he  seems  to  expect  the  merchant  to  enter  an  office  so  gloomy,  so  dirty, 
so  tumbled  up,  that  there  should  be  outside  somewhere  overalls  for  those  that  care  to 
enter.  There  is  no  need  of  covering  the  office  floor  with  velvet  carpets,  or  ol  frescoing 


ADV'Kiri'ISINC;  COUNTRY  PARKRS 


933 


the  editorial  eeilings,  but  tliere  is  a vast  ditVerenee  between  maj^nitieent  luxury 
and  unwliolesonie  barrenness.  The  loeal  jiublisher,  if  he  would  do  business,  ou^ht  to 
lind  it  as  neeessary  lor  him  to  keep  his  ofliee  as  bright  and  elean  as  it  is  lor  the  local 
merchant  to  have  things  in  a respectable  condition.  If  the  local  publisher  and  the 
local  editor  would  sometimes  give  their  heads  a rest,  and  look  out  for  their  feet,  there 
would  be  money  enough  in  the  cash  drawer  to  pay  for  polishing  the  lower  end  of 
journalism.  Local  papers  arc  for  sale,  and  local  advertising  is  for  sale,  and  both  are 
commodities  of  trade.  13oth  must  be  advertised,  and  the  local  publisher  must  take  a 
little  of  the  food  he  preaches  about  if  he  would  grow  fat.  If  there  is  an}’  one  thing 
that  impresses  the  advertiser  with  the  advertising  value  of  a paper,  it  is  the  policy  of 
liberally  advertising  the  paper.  The  paper  that  builds  itself  up  by  advertising  itself 
is  the  paper  the  advertiser  wants,  because  he  knows  the  eonstituents  of  that  paper 
have  taken  a dose  of  advertising  and  ean  be  made  to  take  another  dose.  If  there  are 
other  papers  in  town,  advertise  in  them  and  advertise  by  posters,  by  signboards,  by 
announeements,  by  every  legitimate  method. 

Business  is  done  by  solicitation  and  advertising,  and  advertising  must  be  sold  by 
solicitation  and  by  advertising. 

The  local  publisher  may  be  a crank,  and  God  bless  the  eranks,  for  if  it  were  not  for 
the  eranks  there  would  be  nothing  to  turn  the  world  with*  but  only  the  fool  says  that 
only  eranks  have  ability,  and  that  all  men  who  are  not  eranks  are  fools.  There  is 
no  reason  why  the  local  publisher,  whether  he  be  loeal  editor  or  not,  should  stand 
out  upon  an  erratie  pedestal,  when  he  has  every  right  in  the  world  to  be  a business 
man  and  to  be  respeeted  for  his  business  ability.  The  loeal  publisher  should  be  the 
leading  business  man  of  the  town,  and  he  should  lead  the  business  men.  He  should 
be  reckoned  as  a composite  man, — a man  of  brain  and  a man  of  business. 

Do  not  sell  advertising  space  and  subseriptions  for  eabbages,  potatoes,  or  any 
other  truek.  Space  and  papers  are  merchandise,  and  the  only  thing  that  ought  to  be 
used  in  the  purehasing  of  them  is  cash.  Make  an  effort  to  sell  advertising  spaee  for 
cash  and  use  the  cash  to  buy  potatoes  with,  and  give  the  farmer  to  understand  that 
he  had  better  sell  his  potatoes  for  cash  and  use  cash  to  buy  his  paper  with.  Do  not 
trade  advertising  space  for  groceries  or  for  anything  else.  Sell  for  cash  and  buy  for 
cash.  The  economy  and  progress  of  business  say  that  the  only  medium  of  exchange 
is  money;  no  business  man  respects  what  he  buys  unless  he  pays  money  for  it, 
nor  does  he  think  well  of  the  fellow  who  does  not  respect  his  goods  enough  to 
demand  cash  payments.  In  these  days  of  progression,  when  journalism  is  honored, 
and  when  the  country  editor  must  be  a man  of  ability,  it  is  high  time  that  the  coun- 
try editor  should  not  defeat  his  own  usefulness  by  using  methods  of  barter  below  the 
order  of  the  commonest  of  tradesmen.  The  writer  makes  no  apology  for  speaking 
what  he  believes  to  be  the  truth,  no  matter  how  unpleasantly  it  may  jar  on  the  unpro- 
gressive wielders  of  progression.  The  writer  was  a local  publisher  once,  and  it 
would  have  been  a very  good  thing  if  he  had  said  to  himself  what  he  is  now  saying 
to  others. 


Advertising  Dailies 

“ Do  for  yourself  as  you  have  clone  for  others  ” 

I IE  daily  newspaper  is  a great  progressive  institution,  and  its  manage- 
ment often  rises  to  the  ability  of  generalship.  There  is  no  sentiment 
in  the  handling  of  a great  daily.  Its  employes  constitute  a town  by 
themselves.  It  is  the  very  concentration  of  business  energy  and  in- 
tellectual effort  for  the  furtherance  of  business  and  for  the  enlighten- 

O 

ment  of  the  world. 

The  daily  newspaper  which  succeeds  is  the  one  giving  the  reader  what  the  reader 
wants,  and  yet  always  a little  above  the  reader  and  never  descending  to  vulgar  sen- 
sationalism. The  building  of  circulation  is  dependent  upon  the  following  conditions, 
and  the  unfulhlment  of  any  one  condition  depreciates  the  value  of  all  the  others  by 
more  than  one  half. 

First:  The  paper  must  give  the  news.  Second:  It  must  well  serve  the  news. 
Third:  It  must  contain  an  abundance  of  miscellany  adapted  to  the  woman  and  to 
the  family.  Fourth:  Its  tone  must  not  be  frivolously  light  nor  conventionally  dull. 
Fifth:  Its  news  must  be  reliable,  and  reliability  does  not  interfere  with  a mild  form 
of  honest  sensation.  Sixth:  It  must  have  a polic}’,  not  necessarily  a political  one, 
that  it  may  gain  and  hold  permanent  readers.  Seventh:  It  must  be  well  printed. 
Eighth:  It  must  have  some  editorial  character.  Ninth:  It  must  advertise  itself 

The  daily  newspaper  is  a commodity,  and  like  all  other  commodities  it  must  be 
advertised.  A lai'ge  proportion  of  the  circulation  of  the  leading  daih’  papers  has  been 
made  by  adopting  the  same  methods  of  selling  a newspaper  as  are  used  in  the  selling 
of  dry  goods  and  furniture.  The  advertisers  in  a great  daily  are  men  of  experience, 
and  understand  and  appreciate  the  value  of  advertising.  These  men  cannot  be  fooled, 
and  they  cannot  be  made  to  believe  that  if  it  is  necessaiy  for  them  to  advertise  to  in- 
crease the  volume  of  their  sales,  that  any  newspaper  can  increase  the  number  of  its 
readers  without  advertising.  These  advertisers  have  accepted  principles  of  business 
conduct,  and  they  do  not  believe  that  the  newspaper  is  an  exception  and  can  create 
business  for  itself  without  advertising  itself.  They  know  that  the  paper  which  does 
not  advertise  itself  is  too  poor  an  advertising  medium  to  advertise  in. 

Practically  every  method  for  the  successful  advertising  of  commodities  can  be 
beneficially  used  for  the  advertising  of  great  daily  papers. 

Great  city  advertisers  are  intelligent,  far-seeing,  and  discriminating  business  men,. 


934 


A 1 )VKRTISING  1 )AI  LI  KS 


935 


:incl  llicy  will  not  onij^loy  the  doctor  who  is  nlVaicl  to  take  his  (jwn  medicine,  or  the 
newspaper  that  will  not  do  by  itself  what  it  tells  others  to  do  by  it. 

\^y  e\tensi\'el}’  advertising  the  newspaper,  the  })ublisher  j)roves  tc;  the  advertiser 
the  value  of  advertising. 

Agitate  relbrms  and  when  once  in  stay  in,  and  stand  by  the  principle  until  it  is  no 
longer  a principle,  or  has  become  so  established  as  not  to  need  su])port.  Do  not  over- 
advocate  an}^  one  side  until  the  constituents  are  disgusted  at  their  champion. 

d'here  are  sk}  -rocket  successes  in  daih’ journalism,  papers  run  by  money  and  not 
bv  brains,  which  live  b\'  the  stimulation  of  high  pressure  and  fall  when  the  fires  are 
no  longer  fed  with  cash. 

The  advertising  value  of  a daily  newspaper  is  subservient  to  the  permanent  stand- 
ing of  that  paper.  Circulation  counts,  but  a regular  circulation  of  a thousand  may  be 
■w'orth  more  than  an  intermittent  circulation  of  two  thousand.  The  kind  of  circula- 
tion that  pays  the  advertiser  and  the  publisher  is  that  gained  by  progressive  methods 
and  held  by  legitimate  attractions.  As  a sort  of  transient  introducer,  chromos  and 
other  knickknacks  have  their  value,  but  however  much  they  may  temporarily  build 
circulation,  experience  has  proven  that  the  paper  which  sells  because  the  people  want 
it  more  than  they  do  the  chromo  is  the  paper  that  pays  advertiser  and  publisher 
better  than  the  paper  which  people  buy  for  the  sake  of  the  chromo.  This  gift  busi- 
ness has  been  carried  to  such  an  extent  that  the  public  is  learning  to  consider  the 
newspaper  as  a premium  to  the  chromo,  and  not  the  chromo  as  a premium  to  the 
newspaper.  A really  good  newspaper  can  profitably  use  chromos,  but  a poor  news- 
paper injures  itself  and  wastes  its  money  in  chromo  distributing.  A certain  amount 
of  giving  is  profitable,  but  the  paper  should  not  be  sold  for  the  gift  alone. 

The  coupon  idea  often  disposes  of  a very  large  number  of  newspapers,  but  the  ad- 
vertiser understands  that  this  inflated  circulation  is  worth  to  him  no  more  than  junked 
editions.  There  is  no  objection  to  a voting  contest,  provided  it  is  an  educational  one 
or  for  some  charitable  object,  but  the  best  publishers  are  unanimously  of  the  opinion 
that  schemes  of  voting  for  the  best  bicycle,  the  best  salesgirl,  the  most  popular  gen- 
eral, and  others  of  like  nature,  weaken  rather  than  add  to  the  value  of  the  paper. 

Given  a good  location,  good  goods,  good  salesmen,  and  good  advertising,  trade  is 
consummated.  It  is  the  same  with  selling  a newspaper  — given  a good  location,  a 
good  newspaper,  good  workers,  and  good  advertising,  circulation  is  sure. 

The  contents  of  a newspaper  is  nothing  more  or  less  than  merchandise,  and  it 
must  be  sold  the  same  as  is  sold  regular  trade  commodities.  Every  line  of  goods 
has  its  advantage  in  price  or  quality  over  some  other  line  of  goods,  and  it  is  so  with 
the  newspaper.  In  some  respects  it  is  better  than  any  other.  It  has  its  advantages. 
It  has  its  specialties.  It  has  a distinct  policy.  All  these  points  must  be  presented 
about  the  same  as  are  the  points  concerning  a bedstead,  desk,  or  a railroad  train. 

The  advertising  of  the  newspaper  brings  both  readers  and  advertisers. 

The  advertising  department  should  send  out  bulletins,  personally  written  letters, 
well-printed  circulars,  circulation  statements,  all  in  the  extreme  of  brevity,  to  adver- 


936 


FOWLER’S  PUBLICITY 


tiscrs  and  tliose  likely  to  become  advertisers.  The  advertiser  does  not  advertise  in 
the  paper  he  likes.  He  advertises  in  the  paper  his  customers  like.  It  is  better  to 
have  the  wife  of  the  advertiser  on  the  side  of  the  newspaper  than  to  have  a dozen  of 
the  advertiser’s  business  friends  in  favor  of  advertising  in  it,  unless  the  advertising  is 
of  articles  used  by  men  only. 

It  is  not  necessary  to  introduce  the  woman’s  department.  It  is  better  to  make  the 
whole  paper  not  unadapted  to  woman’s  wants.  Print  plenty  of  miscellany.  Alwa3's 
run  a social  or  family  editorial.  An  occasional  stor}’,  and  perhaps  a story  every  day 
will  make  and  hold  readers. 

Ridicule  the  idea,  and  talk  against  it,  but  the  squib  of  story  and  information,  and 
the  printing  of  one  chapter  novels  and  of  other  matters  belonging  to  the  famil}^  paper 
will  make  the  newspaper  read,  and  it  must  be  a good  advertising  medium. 

The  great  and  successful  dail}’  papers  of  the  world,  with  the  exception  of  the 
purel}'  business  dailies,  are  preeminently  family-  newspapers. 

There  is  altogether  too  much  of  this  special  article  business,  these  stories  about 
nothing,  faked  and  illustrated  into  apparent  somethings.  The  public  is  heartil}'  tired 
of  them  and  eagerly  seeks  the  newspaper  printing  all  of  the  best  news,  supplemented 
with  articles  adapted  to  the  evening  cigar  and  to  the  evening  lamp. 

What  the  family  wants  in  the  dailies  is  not  always  what  the  short-haired  woman 
editor  thinks  it  wants,  or  what  the  long-haired  literary  manager  knows  it  wants. 

The  platform  of  successful  daily  newspaper  policy  cannot  be  built  on  the  opinion 
of  an}'  one  man  or  of  any  one  woman,  and  should  be  erected  as  dictated  by  a com- 
posite desire  of  the  public. 

No  matter  how  small  the  daily  there  should  be  a daily  or  weekly  conference  of  the 
heads  of  departments,  and  the  polic}"  should  be  made  and  kept  alive  b}'  the  con- 
siderate judgment  of  this  board,  assisted  by  the  opinions  of  outsiders,  who  can  the 
better  feel  the  public  pulse. 

Over-advertising  a dail}'  b}'  the  employment  of  sensational  methods,  and  by  reck- 
less expenditure  of  money,  indicates  weakness  on  the  part  of  the  publisher,  and  is 
documentary  proof  that  the  paper  has  been  in  bad  shape  and  is  of  a quality  onl}* 
capable  of  selling  by  forced  sale. 

Have  what  the  people  want,  but  never  give  them  what  they  ought  not  to  have,  for 
the  paper  that  caters  to  licentiousness  has  a constituency  not  worth  ten  cents  on  the 
dollar.  It  may  have  millions  in  the  bank,  it  ma}"  own  the  finest  building  in  the  city, 
and  it  may  have  the  greatest  circulation,  but  the  whole  institution  is  resting  iqion 
unstable  earth,  the  unsafe  mire  of  dirty  journalism,  and  all  its  joints  are  so  lubricated 
with  slime ^that  a single  push  may  slide  the  whole  affair  into  its  sewer  home. 

Respectability  in  newspaper  qualit^^as  well  as  A alue  in  goods  is  the  only  thing  that 
ever  has  paid,  and  the  only  thing  that  ever  will  pay. 


Periodical  Building 

“At  home  everywhere” 


I IE  sug-gestions  in  this  department  are  intended  tor  the  editors  and 
publishers  of  magazines,  story  papers,  religious  publieations,  and  all 
periodieals  of  general  eireulation,  exelusive  of  newspapers. 

The  general  periodical  is  supposed  to  reach  the  class  of  people 
suited  to  its  character,  and  as  almost  all  classes  of  people  live  in  nearly 
every  district  and  State,  the  general  periodical  can  be  said  to  cover  the  entire  coun- 
try, and  especially  some  particular  class  of  humanity. 

In  the  first  place,  the  publication  must  not  be  of  a grade  lower  than  that  of  its  con- 
stituencv;  nor  should  it  tend  in  that  direction.  Its  character  had  better  be  a little 
higher  than  that  of  the  people  it  reaches.  A paper  reaching  a story-reading  class 
should  contain  more  stories  than  any  other  kind  of  matter,  but  it  can  advantageously 
accompany  those  stories  with  interesting  information  and  miscellany. 

A children’s  publication  must  necessarily  contain  matter  of  family  interest. 

A religious  publication,  if  it  would  have  circulation,  must  confine  its  columns 
largely  to  the  discussion  of  the  religious  side  of  everything,  but  the  religious  tone  of 
the  paper  is  aided  by  the  introduction  of  high-grade  general  matter. 

The  scientific  paper  had  best  be  mostly  scientific,  but  dry  technicalities  can  be 
lightened  by  anecdote  and  short  paragraph. 

The  agricultural  paper  must  devote  the  most  of  its  space  to  agricultural  matters, 
but  no  such  paper  ever  succeeded  which  did  not  recognize  the  family  as  a family,  ofi' 
as  well  as  on  the  farm. 

To  succeed,  every  general  publication  must  have  a definite  policy,  and  be  run 
on  the  lines  of  that  policy,  branching  out  sufficiently  to  avoid  getting  into  ruts. 

The  adaptability  of  the  matter  to  the  reader  is  of  fundamental  importance,  and  no 
amount  of  advertising,  capital,  or  business  energy  can  ever  make  a permanent  success 
of  any  publication  containing  that  which  the  readers  do  not  want. 

The  household  or  ladies’  publication  should  treat  of  matters  of  special  interest  to 
the  woman,  but  success  demands  that  the  policy  should  not  be  so  radical  as  to 
exclude  the  mention  of  man. 

General  advertisers  gauge  circulation  and  advertising  value  by  the  character  of  the 
paper  more  than  by  the  statements  of  the  advertising  solicitor. 

If  the  paper  appears  to  deserve  a large  circulation,  the  advertiser  believes  it  has  it’ 


937 


938 


FOWLER’S  PUBLICITY 


but  if  the  paper  does  not  appear  to  be  worthy  of  an  enormous  circulation,  the  adver- 
tiser knows  that  if  it  has  it,  it  is  a false  or  a forced  one,  and  forced  circulation  is  of 
little  value  to  the  advertiser. 

The  paper  that  the  advertiser  wants  to  advertise  in  is  the  paper  that  the  advertiser 
has  in  his  own  home  and  sees  in  the  homes  of  others,  of  which  he  hears  the  members 
of  the  family  talk,  and  from  which  articles  are  printed  in  other  papers. 

If  the  advertiser  never  sees  the  paper,  and  does  not  know  of  any  one  who  does,  a 
yard  of  affidavits  will  not  convince  him  that  the  paper  is  not  a good  medium. 

The  general  advertiser  is  too  busy  to  investigate  circulation  claims  or  quality  of 
constituency;  he  naturally  depends  upon  what  he  sees  and  hears,  and  as  there  are 
few  indispensable  mediums  he  quietly  drops  the  doubtful  papers. 

It  has  been  said  that  once  the  circulation  is  secured,  the  ad\'ertising  will  take  care 
of  itself.  This  statement  is  not  true,  any  more  true  than  it  would  be  true  to  say  that 
if  you  get  the  goods  they  will  sell  themselves. 

If  you  have  the  circulation,  prove  it  by  advertising,  and  make  every  effort  to  make 
it  easy  for  every  advertiser  to  know  it.  As  you  preach  advertising,  so  practice  it. 

The  general  advertiser  is  a careful  advertiser  and  he  does  not  respect  the  word  of 
any  advertising  solicitor,  or  the  letter  from  any  publisher,  with  the  evidence  staring 
him  in  the  face  that  the  publisher  proposes  to  do  business  differently  from  the  way  he 
asks  the  advertiser  to  do  business. 

The  general  advertiser  looks  upon  advertising  as  merchandise,  and  he  sensibly 
refuses  to  advertise  in  a publication  so  unprogressive  as  not  to  advertise. 

The  general  advertiser  says  that  if  it  is  necessary  for  him  to  advertise,  it  is  just  as 
essential  for  the  advertising  medium  to  advertise. 

The  fact  that  the  greatest  advertising  mediums  in  the  world,  and  those  that  are 
accepted  as  almost  essential  to  the  advertiser  are  those  which  advertise  for  subscribers 
and  for  advertising,  goes  a long  way  to  prove  that  only  in  exceptional  exceptions  can 
a paper  be  a good  advertising  medium  without  advertising. 

As  you  value  your  advertising  space,  advertise  that  it  is  valuable. 

As  you  believe  that  your  paper  is  worth  reading,  advertise  for  readers. 

Sell  your  paper  for  money,  and  your  advertising  for  money.  Nothing  destroys  the 
advertiser’s  respect  more  quickly  than  an  offer  to  trade  advertising  space  for  goods. 

No  matter  if  you  and  the  editor  and  all  your  children  want  bicycles  or  pianos, 
never  accept  one  ofthese  articles  in  payment  for  advertising  space. 

Buy  what  3’ou  want  for  money  and  sell  what  3’ou  have  for  1110003’. 

It  is  hard  to  convince  the  advertiser  that  the  publication  is  of  standard  character 
when  there  is  no  standard  for  pa3’ment. 

The  paying  of  commission  to  agents  in  the  form  of  money  or  presents  is  perfectlv 
legitimate,  but  the  permanent  value  of  giving  awa3’  premiums  to  subscribers,  however 
profitable  it  nia3'  have  been  in  some  instances,  is  questionable. 

The  advertiser  desires  to  advertise  in  a publication  that  is  so  good  people  bu3’  it 
because  the3^  want  it. 


PERIODICAL  HUILDINC; 


939 


If  the  advertiser  is  made  to  believe  that  the  publie  would  rather  have  the  premium 
than  the  paper,  j^ood  judj'meiit  would  su^^est  that  he  advertise  on  the  premium. 

d'he  adx  ertiser  wants  a solid,  permanent  eonstitueney,  and  heavily  diseounts  cir- 
eidation  taken  by  force. 

The  best  method  of  obtainini^  subscribers  is  by  advertising  for  them,  supplemented 
with  the  employment  of  a<>ents  and  the  establishment  of  agencies. 

The  ”reat  publisher  considers  his  paper  a piece  of  merchandise  and  is  selling  it  by 
advertisino-  it  either  to  obtain  direct  results,  or  as  an  aid  to  his  canvassing  agent. 

This  advertising  brings  readers,  and  impresses  the  advertiser  with  the  value  of  the 
publication  as  an  advertising  medium. 

Great  publishers  are  adopting  the  methods  of  common  business  development  in  the 
increasing  of  circulation  and  in  the  obtaining  of  advertising. 

They  do  not  sell  their  advertising  space  as  advertising,  they  sell  it  as  so  much 
definite  merchandise,  weighing  it  in  the  scale  of  quality,  and  measuring  it  by  the  rule 
of  count.  They  present  their  paper  by  the  advertisement  and  by  the  agent,  as  a 
salesman  presents  his  goods,  and  their  advertising  space  is  sold  the  same  as  any 
necessary  commodity  is  sold. 

The  one  reason  why  it  is  so  diffieult  to  inerease  the  cireulation  of  some  publieations 
is  because  the  publisher  is  trying  to  sell  unmarketable  goods. 

The  polic}'  of  the  periodical,  and  the  kind  of  stuff  it  prints,  are  dictated  by  editors 
who  are  onl}^  editors  and  who  give  the  public  what  it  may  not  want. 

The  editor  usually  begins  right,  but  as  he  succeeds  he  cuts  away  from  the  world 
and  allows  the  literary  friend,  the  elub  member,  and  the  people  who  live  out  of  the 
world  to  advise  him  as  to  what  to  give  the  world. 

There  is  altogether  too  much  of  warmed-over  art  and  long-drawn-out  essays,  tire- 
some descriptions  of  the  studio  of  Mr.  So  and  So,  and  of  the  homes  of  almost  forgot- 
ten celebrities.  Page  after  page  is  devoted  to  the  discussion  of  some  question  whieh 
nobody  eares  about,  and  to  aesthetie  harangues  on  some  unrecognized  style  of  art  or 
the  uneomfortable  arehitecture  of  previous  ages. 

The  enormous  circulations  of  some  of  the  great  general  publications  is  due  to  the 
discrimination  and  ability  of  their  managers  who  have  learned  that  simplicity  is  art, 
and  that  it  requires  genius  to  picture  nature,  while  any  fool  with  some  training  and  a 
dictionary  can  string  words  together. 

The  suceessful  paper  is  the  one  whieh  pictures  the  best  side  of  nature,  and  tells  of 
the  doings  of  a natural  people;  by  story  and  aneedote  it  recreates  and  instructs  at 
the  same  time,  always  with  the  people,  yet  leading  the  people. 

The  best  mediums  for  the  advertising  of  merchandise  are  the  periodicals  and  the 
newspapers,  and  the  best  method  of  advertising  for  readers  is  an  advertisement  in 
the  publications  that  are  read. 

The  general  forms  of  advertising  merehandise  apply  to  the  advertising  of  publica- 
tions, and  practically  all  that  has  been  said  to  advertisers  about  advertising  may  be 
repeated  as  suggestions  for  the  advertising  of  periodicals. 


Business  Paper  Making 

“ Advertise  advertising  ” 


UBLICATIONS  of  this  class  must  be  of  limited  circulation.  Their 
subscribers  cannot  number  more  than  the  number  of  houses  in  the 
business  they  represent. 

Legitimately,  the  trade  paper  must  draw  the  greater  part  of  its  in- 
come from  its  advertising,  and  therefore  it  naturally  makes  greater 
efforts  to  obtain  advertising  than  it  does  to  obtain  subscribers. 

The  success  of  any  trade  paper  depends  upon  having  as  many  subscribers  as  the 
business  it  represents  will  permit,  and  every  effort  should  be  made  to  get  them. 

The  trade  paper  with  a large  subscription  list,  reaching  practically  all  of  the  houses 
in  its  trade,  has  to  make  very  little  effort  to  get  advertising,  and  less  effort  to  keep  it. 

The  matter  in  a trade  paper  must  necessarily  be  largely  confined  to  a discussion  of 
trade  topics,  and  to  illustrated  articles  pertaining  to  the  manufacture  and  sale  of  a 
particular  class  of  goods. 

It  is  impossible  to  avoid  the  appearance  of  advertisers’  names  in  the  reading 
columns,  and  there  is  no  reason  why  the  good  trade  paper  should  not  print  descrip- 
tions of  the  advertiser’s  factory,  and  announcements  of  everything  new  he  manufac- 
tures. 

Everything  pertaining  to  the  making  and  selling  of  goods,  and  to  the  makers  and 
sellers  of  them,  is  news  and  should  be  so  considered,  whether  or  not  it  advertises  any 
one  particular  house. 

The  first-class  trade  paper,  while  naturally  more  liberal  with  the  houses  that  ad- 
vertise in  it,  never  refuses  to  describe  the  goods  made  by  other  houses,  or  to  give 
space  to  anything  in  the  way  of  news  beneficial  to  a non-advertiser. 

The  trade  paper  should  have  an  editorial  page,  and  that  page  should  not  be 
purchasable. 

Editorially,  the  trade  paper  should  have  a policy,  and  it  should  stand  by  that  policy 
through  thick  and  thin. 

Do  not  make  all  the  matter  heavy;  intersperse  the  technical  articles  with  personal 
paragraphs  and  business  anecdotes. 

Print  articles  on  proper  store  management,  window  dressing,  advertising,  clerks, 
salesmen,  vacations,  interior  arrangement,  and  upon  any  other  subject  interesting  to 
wholesaler  and  retailer. 


040 


lUJSINKSS  PAPER  I\IAKIN(; 


941 

No  matter  how  clii;iiil'iecl  tlie  pajicr  ma}’  be,  j')rint  a ^ood  deal  that  is  humorous. 
The  business  man  appreciates  wit,  and  it  is  a jdeasant  rebel' to  turn  from  a deep  trade 
article  to  a bright,  sjuey  anecdote. 

'riie  trade  paper  lives  by  its  ad\’crtising,  and  it  should  use  advertising  for  ad\'er- 
tising.  As  eomjiaratively  few  general  advertisers  care  anything  abend  trade  papers,  the 
trade  paper  cannot  profitabl}'  advertise  generally,  but  must  conbne  its  ad\'ertising  to 
matter  sent  through  the  mail. 

Send  out  weekly  or  monthly  bulletins  to  those  whose  advertisements  yon  want,  each 
bulletin  to  contain  one  brief,  strong  statement  of  the  value  of  your  paper. 

Do  not  advertise  competitors  by  speaking  ill  of  them.  Rest  on  your  own  bottom 
and  win  by  your  own  merit. 

Do  not  send  out  too  many  sample  copies,  as  they  aid  in  reducing  the  respect  the 
advertiser  may  have  for  you,  and  impress  the  reader  with  a suspicion  that  your  paper 
is  not  worth  buying. 

Never  send  out  a sample  copy  unless  somebody  asks  for  it. 

By  personal  letter  and  printed  matter,  and  by  enclosing  addressed  postal  card,  give 
people  to  understand  that  you  are  willing  to  give  them  one  sample  copy  and  only  one, 
if  they  will  send  for  it. 

When  you  mention  anybody  who  is  not  a reader  or  an  advertiser,  send  the  person 
a letter  or  a postal  card  stating  that  on  such  a page  in  such  a number  appears  some- 
thing to  his  interest. 

If  he  wants  a paper  let  him  send  the  money  for  it.  He  will  think  more  of  himself, 
more  of  the  notice,  and  more  of  your  paper,  than  he  will  if  you  send  him  a sample 
copy  unasked. 

You  must  have  an  advertising  solicitor,  and  obtain  part  of  your  circulation  by  can- 
vassing; both  of  these  agents  can  work  more  successfully  if  you  have  kept  a continu- 
ous stream  of  effective  printed  matter  running  between  your  office  and  the  offices  of 
the  possible  customers. 

Your  paper,  by  the  sending  of  matter  through  the  mail,  and  by  requesting  people  to 
send  for  sample  copies,  should  be  known  to  every  advertiser  and  to  every  possible 
reader. 

Keep  a record  book  of  the  reasons  given  you  for  not  advertising  in  your  paper  and 
for  not  taking  your  paper,  and  adapt  3’our  advertising  matter  to  meet  those  arguments. 

S3’stematically  mail  advertisements  of  3’our  paper,  and  keep  a record  of  the  parties 
you  mailed  to. 

Introduce  the  same  methods  of  advertising  3'our  paper  that  the  merchant  uses  in 
circularizing  and  writing  to  and  canvassing  the  retailer. 

Your  paper  and  the  advertising  space  in  it  are  simply  commodities  necessar3^  to  the 
economy  and  progress  of  the  business  3’ou  represent.  Every  possible  advertiser 
should  be  made  to  appreciate  the  value  of  continuous  trade  paper  advertising,  and 
every  possible  reader  should  be  impressed  with  the  fact  that  3’our  paper  will  contain 
at  least  one  idea  a year  worth  more  than  the  cost  of  the  subscription. 


Specimens 

“ Printed  forms  of  profit  ” 

DEPARTMENT  of  suggestion.  Pages  of  spontaneous  and  studied 
lorms  of  publicity.  Samples  of  a hundred  st3'les  of  typographical  dis- 
phi}'  and  constructive  composition.  All  presented  for  what  they  may 
be  worth  to  the  advertiser,  in  the  making  up  of  advertisements. 

The  subject  is  inexhaustible,  and  but  a preliminary  attempt  can  be 
made,  incomplete  in  itself,  but  possibly  sufficient  to  suggest  all  of  the  acceptable  and 
original  forms  of  advertisement  making. 

The  presented  specimens  are  given  without  genuine  name  and  address^  although  a 
large  proportion  of  them  are  taken  bodily  from  advertisements  prepared  by  the  writer 
for  his  several  clients. 

Good  judgment  suggested  that  the  most  acceptable  specimens  would  be  the  forms 
of  advertisements  that  had  passed  the  muster  of  practical  business  criticism,  written  for 
use,  and  proven  to  be  effective  business-building  announcements.  The  idea  conveyed 
in  one  advertisement  can  be  easily  adapted  to  another.  All  of  the  advertisements  are 
original  with  the  writer  of  this  book,  and  if  any  of  them  appear  to  be  copies  of  adver- 
tisements now  in  use,  there  can  be  but  two  reasons  for  the  similarit}’:  — either  the 
advertisements  in  use  are  bv  the  writer,  or  are  copies  of  his  stvle,  or  other  writers 
have  siniultaneouslv  with  the  writer  produced  the  same  gencralvadvertising  appear- 
ance. 

AW  of  the  specimens  present  an  easily  obtainable  typographical  appearance,  and  are 
made  up  from  type  and  borders  which  an}'  advertiser  can  obtain. 

The  object  of  this  department,  as  well  as  of  all  other  departments  in  the  book,  is 
to  present  suggestion  to  the  advertiser.  Nearly  all  of  these  specimens  would  be 
improved  if  given  larger  space,  and  the  smaller  ones  will  adapt  themselves  to  almost 
an}^  space  not  smaller  than  the  size  shown,  and  the  larger  ones  can  be  reduced  to  one 
half  or  one  quarter  their  size,  except  where  the  description  appears  in  small  G'pe. 
An}’  well-equipped  newspaper  office  can  reproduce  these  specimens  by  substitution, 
with  the  material  at  its  command,  and  present  nearly  the  same  effectiveness. 

A freer  use  of  ornamental  type  would  have  produced  a greater  general  artistic 
effect,  but  the  effectiveness  of  the  specimens  would  have  been  injured,  for  it  is  now 
generally  admitted  that  art  in  advertising  is  onl}-  profitable  when  simplicity  is  not 
sacrificed. 


94J 


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The  Daily  Wear 


Vol. 


Boston,  January  1 , 1 897. 


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No.  1 . □ 

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Good  Business  Maxims. 

Cauki'UI-i.y  examine  every  detail 
of  your  business.  He  prompt  in  every- 
thing. Take  time  to  consider  and 
then  decide  positively.  Try  to  go  for- 
ward. Hear  troubles  patiently.  He 
brave  in  the  struggle  of  life.  IVIain- 
tain  your  integrity  as  a sacred  thing. 
Never  tell  business  lies.  Make  no 
useless  acquaintances.  N ever  appear 
something  more  than  you  are.  Pay 
your  debts  promptly.  Shun  strong 
liquor.  Employ  your  time  well.  Do 
not  reckon  upon  chance.  He  polite  to 
everybody.  Never  be  discouraged, 
then  work  hard,  and  you  will  succeed. 


Food  Adulteration. 

It  is  astonishing  to  learn  that  the 
American  people  are  paying  $135,000,- 
000  a year  for  adulteration  ot  food, 
drink,  and  drugs.  The  whole  amount 
of  adulteration  reaches  the  immense 
sum  of  one  billion  dollars  annually, 
says  the  special  agent  of  the  Agricul- 
tural Department,  Mr.  Alexander 
Wedderburn,  who  writes  these  em- 
phatic words ; “ The  attention  of  for- 
eigners has  been  drawn  to  the  fact  that 
greater  or  less  adulteration  exists 
among  us.  As  a result,  foreign  com- 
petitors of  our  manufacturers  of  food 
products  have  used  the  fact  to  their 
own  advantage.  America  to-day  oc- 
cupies the  unenviable  position  of  being 
one  of  the  very  few  countries  that  fail 
to  require  by  law  the  proper  branding 
of  their  manufactured  food  and  drugs. 
Whether  such  requirements  would  ac- 
complish the  desired  result  is  unknown, 
but  the  evil  would  be  mitigated  by 
wholesome  legislation.” 


Poetical  Profits. 

Customer. — Will  these  shoes  wear  ? 
Dealer. — Well,  mum,  the  man 
who  writes  poetry  about  ’em  gets 
$10,000  a year. 

Customer. — My  sakes  ! Gimme  a 
dozen  pairs. 


First  Class  in  Geography. 

Teacher.  — What  are  “ trade 
winds,”  Johnnie  ? 

Johnnie  (standing  on  one  foot). — 
Popper  says  they  are  the  wind  that 
pushes  the  carriers  through  the  nu- 
matic  tube  at  Smith’s  shoe  store. 


Long 

Life 

Under- 

wear 


Healtli  travels  with 
long  life — Proper  un- 
derdressing goes  with 
health — Jackod’s  Un- 
derwear aeeompanies 
health  and  comfort,  and 
is  the  necessary  acces- 
sory to  happy  longevity. 


Tongue  Twisters. 

Read  the  following  aloud,  repeating 
the  shorter  ones  cpuckly  half  a dozen 
times  in  succession  : — 

Six  thick  thistle  sticks. 

Flesh  of  freshly  fried  flying  fish. 

Tlie  sea  ceaseth,  but  it  sufficeth  us. 

Give  Grimes  Jim’s  great  gilt  gig 
whip. 

Two  toads,  totally  tired,  tried  to  trot 
to  Tedbury. 

Strict,  strong  Stephen  .Stringer 
snared  six  sickly  silky  snakes. 

She  stood  at  the  door  of  Mrs. 
Smith’s  fish-sauce  shop  welcoming 
him  in. 

Swan  swam  over  the  sea ; swim, 
Swan,  swim  ; Swan  swam  back  again, 
well  swum.  Swan. 

A haddock,  a haddock,  a black- 
spotted  haddock,  a black  spot  on  the 
black  back  of  a black-spotted  had- 
dock. 

Susan  shineth  shoes  and  socks ; socks 
and  shoes  shines  .Susan.  .She  ceaseth 
shining  shoes  and  socks  for  shoes  and 
socks  shock  Susan. 


Was  He  Cured? 


whose 
of  the 


“ Mary,”  asked  the  old  man, 
picture  is  that  on  the  front 
paper  you  have  ? ” 

“That  is  a picture  of  President 
M’Kinley,  ” said  she. 

“ Great  Caesar’s  ghost ! ” exclaimed 
the  old  man,  “ has  he  been  cured  of 
something,  too  ? ” 


About  Water. 

A VERY  simple  and  efficient  method  of 
sterilization  of  water  is  highly  recom- 
mended by  M.  Meillere,  chemist-in- 
chief of  the  French  Academy  of  Med- 
icine. Four  drops  of  the  tincture  of 
iodine  sterilizes  in  a few  minutes  one 
quart  of  spring  water,  all  pathogenic 
micro-organism.  M.  Fremont  has  suc- 
ceeded in  proving  experimentally  that 
water  maintained  for  twenty  minutes 
at  a temperature  of  80°  C.  loses  all  the 
pathogenic  micro-organisms  it  may 
have  contained  without  being  deprived 
of  its  gases  and  without  involving  any 
precipitation  of  the  contained  salts. 
It  is  stated  that  the  flavor  of  the  water 
is  in  nowise  modified  by  the  process — 
a most  important  consideration. 


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EaEaEaEaEaraEaEaEaEaEar.araEaEaEarararaEaEaraEaEaEar.araEaEaraEaraEaEarara^ 

A general  and  effective  layout  for  the  first  page  of  a firm  paper,  or  an  idea  for  an  original  and  effective  advertisement  for  trade  paper,  magazine,  or  local 
paper.  If  an  advertisement  like  this  appears  in  the  same  place  continuously,  with  the  reading  and  advertising  matter  changed  with  each  issue,  it  is  sure  to 
attract  attention,  particularly  if  the  reading  is  bright  and  interesting.  The  space  occupied  by  the  reading  matter  need  not  be  considered  wasted,  as  it 
materially  assists  in  drawing  attention  to  the  advertising.  The  reading  matter  can  be  original,  but  it  had  better  be  copied  unless  good  original  matter  can 
be  obtained.  The  firm  name  can  appear  in  the  heading  like,  “ Blank’s  Daily,”  or  “ Blank’s  Weekly,”  or  “ Blank’s  News,”  or  the  heading  can  be  general 
The  dateielow  the  heading  must  be  the  same  as  that  of  the  publication  containing  the  advertisement.  A little  care  will  make  this  advertisement  fully  as 
interesting  and  attractive  as  any  other  part  of  the  publication.  The  advertising  matter  in  the  center  column  is  set  in  Howland,  and  the  headline  is  in 
Johnson  Old  Style.  Pica  Border  No.  209. 


943 


944 


FOWLER’S  PUBLICITY 


treat  the 
agent  just 
as  well  as 
we  would  have  the 
agent  treat  us 


An  artistic  form  of  trade  paper  advertising.  Set  in  Jenson,  with  initial 
letter,  top  and  side  piece,  and  Single  Rule  Border. 


Test 
of  18 
Years 


Excelsiors  have  been  tested 
in  the  crucible  of  experience, 
with  the  fire  of  public  opinion, 
and  have  not  been  found  want- 
ing— $100  worth  of  secured 
quality.  Same  price  to  every- 
body. 


An  excellent  form.  Set  in  Lippincott.  6 Point 
Caxton  Border  No.  236. 


All  About  Sofas 

“Some  Mighty  Interestin  Readin” 

A Dozen  Reasons  why  it’s  Best  to  Buy  the 

An  effective  general  form.  Set  in  Gothic  No.  6.  Single  Rule  Border. 


For  Winter 


Pretty  warm  just  now — hut  Win- 
ter’s coming,  and  Christmas,  too — 
there  will  be  snow,  and  rain,  and 
slush — the  wind  will  blow  it  up  and 
blow  it  down — Folks  of  sense  will 
spend  dollars  for  — 


A good  form  for  hot  weather  advance  advertising.  Set  in  French 
Elzevir.  18  Point  Barta  Border  No.  241. 


Set  in  Johnson  Old  Style.  Brass  Face  Tint. 


STKCIMKNS 


915 


A Breakfast 
Necessity 

A strong  form  of  advertisement  beginning.  Set 
in  Frencli  Elzevir.  Single  Rule  Border. 


An  effective  and  business-like  catcb-line.  Adaptable  to 
any  line.  Set  in  I'igyptian  Condensed  Shaded.  Itarta  Origi- 
nal Border  No.  47. 


OTHER  HATS  MAY  COME 


OTHER  HATS  MAY  CO 


THE  SMITH  HAT 


SMITH  & SMITH,  BOSTON 


.J«0U 

w 

y Vy^AV>>''V 

V- A-, 

y*AV 

yAV 

<y^ 

VAV 

g 

yAV 

yAV 

m 

m 

44 

4^ 

\<w>~r 

4 

m 

A very  strong  typographical  appearance.  Adapted  to  any  business.  Set  in  Gothic  No.  6.  Florentine  Border  Tint. 


) 

( Graceful  beauties  of  sur- 


) 


passing  comfortableness. 


1 

J 


Rather  flowery,  but  not  bad.  Set  in  Antique  Con- 
densed. Barta  Newspaper  Border  No.  20S. 


A good  trade  paper  catch-line.  Set  in  Syrian.  Single 
Rule  Border. 


946 


FOWLER’S  PUBLICITY 


i 


m 


s. 


A corset  must 


Fit 

To 


Wear 


I Outdoor 
Weather 


Better  keep  outdoors  — you’ll  p 
feel  better,  look  better,  work 
better  — 


An  excellent  introduction  for  sellers  of  out- 
door articles.  Set  in  Jenson  Old  Style.  6 Point 
Border  No.  625. 


There  are  others,  many 
others,  but 

Only  One 
Lakewood 


A striking  form  of  brevity.  Top  line  set  in  Johnson  Old  Style,  balance  in  Howland. 
Combination  Dragon  Border  No.  27. 


Fitted  for  almost  any  line.  Set  in  How- 
land and  Cushing.  Single  Rule  Border. 


Don’t  be  Out  of 
Spring  Hose 


A general  form,  adaptable  to  both  wholesale  and  retail  trades.  Set  in  De  Vinne.  10  Point  Caxton 
Border  No.  238. 


Sl’ICCIMKNS 


947 


Book  About 
Furniture 


We’ve  written  a hook  — All  about  our  fur- 
niture— 52  pages — 41  illustrations  — Inter- 
esting reading  of  dednite  truth — Words  of 
experience — 


A general  expression 
for  trade  paper  advertise- 
ment. Set  in  Title  Extra 
Condensed  No.  8.  Single 
Rule  Border. 


An  excellent  form  adaptable  to  about  everything.  Set  in  Konaldson  Title  Slope.  36  Point 
Elzevir  Border  No.  iii. 


Nature’s  Natural  Food 

A good  catch-line.  Set  in  De  Vinne.  Rules  at  top  and  bottom. 


$eri)iceaWe 

necessities 


irt 


.A.n  e.xcellent  headline.  Set  in  Bradley.  Combi- 
nation Border  Series  No.  97. 


i 

i 

i 

i 

i 

The  Early  Slipper 

was  worn  by  him  who  first  enjoyed  “A  sense  of 
peace  and  rest,  like  slippers  after  shoes”  — and 
his  descendants  are  your  customers,  if  you  keep 

What  they  Want 

An  excellent  form  of  trade  paper  advertisement,  to  be  used  only  occasionally. 
Set  in  Howland.  Barta  Original  Border  No.  2 and  Single  Rule. 


FOWLER’S  PUBLICITY 


948 


A good  form  of  advertising  for  agents,  and  an  example  of  unique  composition. 
Set  in  Ronaldson  Condensed.  Barta  Original  Border  No.  83.  Tint  Ground. 


In  the 
Open 

T’he  glorious  days  of 
open  doors — all  outside 
is  smiling  welcome  — 
here  s health  and  joy 
all  unconfined 

K dignified  form  of  sporting  goods  advertis- 
ing. Set  in  Johnson  Old  Style  Italic.  Single 
Rule  Border. 


Fool  Hamisowio 

A good  shoe  lieadline.  Set  in  Reubens. 


A strong  catch-line.  Set  in  Howland.  Barta  Original  Border  No.  23  and  rules. 


SrKCliMKNS 


949 


«— 1 


To  Folks 
I Wlio  Love 
i Outdoors. 

I Health,  strength,  activity, 

J clear  headediiess  are  fash- 
I ioiiahle  — The  busy  brain 

I needs  renovation— The 

I is  the  vehicle  of  health, 

I strength,  and  pleasure  — J 

I W W W W W W W W W W I 


1^1 


M J 


An  excellent  form  for  recreative  goods.  Set  in  Title 
Condensed  No.  3.  Combination  of  6 Point  Florentine 
Border  No.  169  and  Combination  Dragon  Border  No.  27. 


Fictionless 

Argument 

Look  out  for  the  man  who 
talks  only  reputation— look 
out  for  his  goods— a man  can 
make  poor  things  for  25 
years— the  age  of  the  maker 
has  nothing  to  do  with  the 
made— The  Stearns  Churn 
stands  on  its  present  merits. 
’Nough  said. 


A very  strong  form.  Set  in  Howland.  24  Point  Collins  Border 
No.  1S9. 


m 

m 

m 

m 


m 


Puritian 
Pins  Pay 


f 

w 


.A.n  illustration  of  a striking  and  easy-to-remember  catch-line.  Set  in  Howland  Wood  Type,  with  12  Point 
Laurel  Border  No.  2. 


950 


FOWLER’S  PUBLICITY 


I Lfetitest  of  tie  St 

^ 


M»  ^M<» 


^KOO  ^M»»-  ^M»»  <>♦» '«t»^»»"<»M»*  ^<»» 


I 


An  original  form  of  display.  Set  in  Howland  Open.  Barta  Original  Border  No.  37. 


A good  general  form.  Set  in  Bradley  and  De  Vinne. 
Nonpareil  Border  No.  241. 


Nevei’  order  inore  tlian 
you  want,  and  never  have 
less  than  you  need.  Plave 
just  enough,  and  draw  on 
us  for  what  you  want  when 
you  want  it. 


A strong,  brief  introduction.  Set  in  University.  Barta 
Newspaper  Border  No.  201. 


1^  A Carriage 
'%  Of  doubt  '% 
'%  Gives  trouble 
r Forever 

% 

’ Weigh  it  — run  it  — road-  ' 
^ ride  it— pull  It  — test  it  ^ 
^ part  by  part— then  you’ll  ^ 
V doubt  not  the  doubtless  v 
^ quality  of  the  ^ 

Star  Vehicle 

An  original  and  effective  form  of  high-class  advertising. 
Set  in  Gothic  No.  4.  12  I’oint  Bird  Border  No.  267. 


The  Freshest  of  the  Fresh 


Rather  a good  general  line.  Set  in  Jenson  Italic.  Barta  Newspaper  Bor- ' 
der  No.  205. 


••••••I  

•••••••••••••••••••••••••••• 

•••••••••••••••••••••••••••• 

•••••• 


•••••• 


The  working  story 
of  the  Warren  Mower 
is  told  on  the  hay- 
fields  of  progress. 


•••••••••••••••••••••••••••• 

•••••••••••••••••••••••••••• 

•••••••••••••••••••••••••••• 

An  original  form  of  advertising.  Set  in  Howland 
Open  and  Cushing.  6 Point  Border  No.  71. 


Good 

Fire 


vs. 


Poor 

Goal 


A good  coal  form.  Set  in  Johnson 
Old  Style.  6 Point  Lovell  Border 
combined  with  Single  Rule. 


hX'IMKN 

95  j 

I 


i 

0 


Present 

Cycle 

Quality 

The  Fraiieo-Anieriean 
High-Grade  Cycle  fac- 


tory is 


a«o. 


0 


I 


modern — is 
old  models 


I 


I 

¥ 

V 

S 


ncAv — no 

— no  prejudice  of  the 
past — only  the  perfec- 
tion of  the  present — 
its  workmen  are  nn- 
handicapped  hy  styles 
gone  hy — its  product 
is  not  founded  upon 
the  mistakes  of  years 


'k 


li'i 

\^i 


1 

A progressive  bicycle  advertisement.  Heading  set  in  Poster  Roman 
Reading  matter  in  Poster  Roman  No.  i.  12  Point  Ipsen  Border  No.  137 


No.  42. 


I Stamped  on  the  Genuine  j 


A good  line  to  accompany  a trade-mark  advertisement.  Set  in  Howland.  Barta  Original  Border  No.  i. 


952 


FOWLER’S  PUBLICITY 


/Is 

/♦s 

/is 

/IS 

/IS 

/IS 

/IS 

/is 

/IS 

/IS 

/IS 

/IS 

/IS 

/IS 

/IS 

/IS 

/IS 

/IS 

/is 

/IS 

/is 

/IS 

/IS 


VI/ 

w 
VI/ 
VI/ 
VI/ 
VI/ 
VI/ 
VI/ 
VI/ 
VI/ 
VI/ 
VI/ 
VI/ 
VI/ 
VI/ 
VI/ 
VI/ 
VI/ 
VI/ 


The 

Star 

Sells 


Because  it  is  made  like  a 


watch,  each  part  adjusted  to  VI/ 
its  use,  every  part  inter-  yjj[ 
changeable,  every  part  as  VI/ 

as  it 


every  part 
strong  and  as  light 
ought  to  be — built  to  give 
satisfaction,  and  it  does. 


Vl/ 

VI/ 


A good  form  of  machinery  advertisement.  Set  in  Johnson  Old  Style. 
12  Point  Laurel  Border. 


A strong,  but  not  over-refined  form.  Set  in  Gothic 
Condensed  No.  i and  Roman.  i8  Point  Collins  Border 
No.  199. 


Are  you  a 
Business 
Man’s  Wife 


Tell  that  husband  of  yours 
to  take  an  hour  from  business 
that  he  may  do  more  busi- 
ness—Send  him  to 


For  any  line  of  business  or  diversion.  Set  in  Latin 
Antique.  Nonpareil  Border  No.  216. 


31> 


First  ill  Everything 


A splendid  trade-mark  line.  Set  in  Boldface  Condensed  No.  7.  6 Point  Laurel  Border  No.  2. 


SPECIMENS 


953 


The  averca^e  weekly  edition  of 
JOURNAL  for  the  first 
three  months  of  1897  has  been 
45,235  copies.  The  advertis- 
ing rate  of  T"^^  JOURNAL, 
which  was  established  when  its 
circulation  was  less  than  one- 
half  its  present  figure,  and  which 

has  not  been  changed  for  six  years,  will 

be  advanced  to  meet  the  new 
conditions  on  the  first  of  May, 
1897. 

JOURNAL  COMPANY. 

1005  Astor  Place,  New  York, 

April  I,  1897. 


The  JOURNAL  is  the  only  periodical  in 
the  world  which  is  a Weekly  Newspaper 
and  an  Illustrated  Monthly  Magazine  in  one. 


Set  in  Old  Style  Roman.  i8  Point  Collins  Border  No.  199. 


A striking  advertisement.  Set  in  Howland 
Open  and  Roman.  18  Point  Caxton  Border 
No.  240. 


To  outdoor  folks 

Recreative 

Information 


Adapted  to  sellers  of  recreative  goods.  Set  in  Johnson  Old 
Style.  iS  Point  Barta  Border  No.  241. 


I Summer  Sellers  I 

Folks  buy ’em  in  hot  weather, 
because  most  folks  wear  ’em 
all  the  year  around — We  sell 
Summer  Sellers — Fall  stock 
is  ready,  too — Everything  is 
waiting  for  you — 

WE  WANT  YOUR  BUSINESS 


A well-set  advertisement  for  trade  papers.  Set  in 
Gothic  Condensed  No.  ii  and  Ronaldson.  10  Point 
Ca.\ton  Border  No.  23S  and  Single  Rule. 


954 


FOWLER’S  PUBLICITY 


§ _ r 

= 5 ^ 

W 

^ * s 

Spring  Goods 

^ 4= 

An  example  of  the  relief  effect  of  tint  and  type.  Set  in  Gothic 
No.  6.  Brass  Face  Tint. 


Set  in  Gothic  Condensed  No.  ii.  Brass  Face  Tint. 


A teginning  for  a summer  advertisement. 
Set  in  Howland  Open.  6 Point  Laurel  Border. 


Satisfying 

Satisfaction 

An  effective  general  expression.  Set  in 
Jenson  Old  Style.  Single  Rule  Border. 


I ccun 


A strong  way  of  putting  it.  Set  in  Novelty  Script.  aS  Point  Flzevir  Border  No.  ilQ* 


Set  in  Bradley.  Brass  Face  Tint. 


Set  in  De  Yinne.  Brass  Face  Tint. 


SPECIMENS 


955 


m 

/IS 


/IS 

/IS 

/IS 

/IS 

/IS 


/is 

/IS 

/is 


w 

SI/ 

si/ 
SI/ 
SI/ 
SI/ 
SI/ 


Surpassing 
Columbia 
Coffee 

jl// 


sl/ 

SI/ 


Adaptable  to  almost  any  line.  Set  in  Gothic  No.  6 and  Cushing. 
iS  Point  Collins  Border  No.  17S. 


Set  in  Old  Style  Condensed  Title.  12  Point  Laurel  Border 
No.  320. 


A rather  striking  form.  With  slight  changes  will  be  adapted  to  other  lines  of  goods.  Set  in  Poster  Roman 
No.  I.  12  Point  Ipsen  Border  No.  135. 


pww^»wvwvw^^w»wwv’wwww^ 

Comprehensive  complete-  \ 


> Con 
C ness  c 


ness  covering  every  style  in 


Long  Living  Linings 


A good  general  introduction.  Set  in  Cushing.  Barta 
Newspaper  Border  No.  203. 


An  euphonious  line.  Set  in  Howland.  Single  Rule  Border. 


FOWLER’S  PUBLICITY 


956 


OUT  SHOPPING 

In  the  store,  on  the  street,  on  the  rail, 
on  horseback,  at  tennis,  in  the  boudoir, 
in  the  parlor,  on  the  lounge — the  Blank 
Corset  is  comfortable — stylish — fits  like 
custom-made. 


Set  in  Gothic  Condensed  No.  ii  and  Roman.  Pica  Border 
No.  205. 


LoDgevily 
Ranges 

Of  use  occasionally.  Set  in  Gothic  Condensed  No.  5.  18  Point 

Contour  Border  No.  270. 


1 

1 

t 


<1 


I Home -Warming  I 

A better  expression  than  that  of  “ House-Heating.”  Nobody  wants  to  be  “heated”;  everybody  wants  to  be  “warmed.”  Set  in  Clarendon 
Condensed.  iS  Point  Collins  Border  No.  223. 


IlIJo 


HOMES 


Fresh  vs.  Tired 

Out  half  a day — bard  work — walking,  waiting, 
pushed  and  crowded — very  fatiguing — One  as 
fresh  as  when  she  started— beautiful  picture  of 
feminine  physique  and  grace — the  other — she 
is  tired — They  were  togetlier — both  have  been 
through  the  same — One  wears  the  corset,  the 
other  the  Excelsior  Waist. 


A good  form  of  anti-corset  advertising.  Heading 
.set  in  Howland.  Reading  matter  in  Roman.  Single 
Rule  Border. 


Set  in  Gothic  No.  6 and  Erratick  Outline.  Pica  Border  No.  222. 


SrEClMENS 


To  Hilltop 
By  Regular 
Train  at 
Excu  rsion 
Rates 


For  a railroad  headline.  Set  in  Johnson  Old  Style.  Barta  Original  Border  No.  S5. 


957 


<•>  spokes  that  break  the  least  are 


Columbus 

Surety 

Spokes 


All  spokes  may 


vO 
\t/ 
\t/ 
\t/ 
\(/ 
\t/ 
\l/ 
\»/ 
Of 
0/ 
Of 
Of 
Of 
Of 

break — the 

Of 


^ the  spokes  you  Avaiit — the 
luinbus  bicycle  direct  spokes  can’t 
easily 

'1^  spokes  of  certainty — over  100,000  S|> 


break — they  are 


«/ 
Co- 

Of 


Of 

almost  ')!> 
Of 


Of 


mileage  without  a broken  spoke. 


Catalogue  of  pictures  and  de- 
% scription,  free  from  Columbus 

/{\  dealers,  by  mail  for  one  2-cent  % 

O'f 

/(\  stamp.  i)) 

<11^  vU’ 

Jones  Mfg.  Co.,  Boston,  Conn. 


Heading  in  Taylor  Gothic.  Reading  matter 
in  Ronaldson  Condensed.  6 Point  Laurel 
Border. 


Speed 

Luxury 

Business 

Recreation 

Blankport  is  open ; the  “ Bos= 
ton  ” and  the  “ New  York  ” steam 
there  in  17  hours;  iron  ships 
built  for  business,  comfort, 
speed. 


Set  in  De  Vinne.  6 Point  Laurel  Border  No.  2. 


Fairly  good.  Set  in  Johnson  Old  Style  Italic.  12  Point  Border 
No.  1236. 


I Sloppy  I 


pi 


Pretty  good  for  occasional  use.  Set  in  Old  Style  E.\tended.  12  Point  Flor- 
entine Border  No.  22S. 


FOWLER’S  PUBLICITY 


95  S 


m 


m 


* 


Colnmbus 
Bicycle 

$100 

The  price  is  right — let  others  cut  in  price  and  quality — the 
Columbus  price  remains  the  same  to  all  alike,  and  with  more  qual- 
ity— would  others  cut  if  they  didn’t  have  to — pay  less  and  get  less. 


For  ’97 


The  catalogue  of  bicycle  honesty,  free  from  Columbus  dealers, 
by  mail  for  one  2-cent  stamp. 


Jones  Mfg.  Co.,  Boston,  Conn. 


A good  form  of  bicycle  advertising,  and  one  which  can  be  used  in  almost  any  publication. 


I They  I 
I Wear  | 
I Out  I 
j Slowly  I 

A good  general  headline.  Set  in 
Ronaldson  Title  Slope.  6 Point 
Border  No.  6o6. 


A good  form.  Set  in  Old 
Style  Condensed.  6 Point  I.aurel 
Border. 


All  the 
Comforts 
of  Home 

More  too  — gou  live  in  wholc= 
some  luxury.  Tuesdays  and  Fri= 
days*  from  Boston,  sail  the 
greyhounds  of  the  coast. 

Set  in  Taylor  Gotliic.  Single  Rule  Border. 


The  Play  of  All  Outdoors 


A good  lieadline.  Set  in  Quentell.  6 Point  Newspaper  Border  No.  7S 


Qjb  cift  c,'{*  c3ft  cift  eft  eft  eft  eft  eft  eft  (lift  eft  eft  eft  eft  eft 

I Hard-to-wear-oyts  for  Boys  J 

Rather  a good  line.  Set  in  Gothic  Condensed  No.  ii.  i8  Point  Border  No.  1S05. 


SIMCCIMKNS 


959 


I Tailors  to  You 

Can  be  used  occasionally.  Set  in  Old  Style  Condensed  Title. 
6 I’oint  Florentine  liorder  No.  169. 


The  Phiv  of  Power  | 

* 

Another  pretty  good  headline.  Set  in  Konaldson  Con- 
densed. 6 Point  Lovell  Border. 


n 

I 


excellent  catch-line.  Set  in  De  Vinne.  18  Point 
;r  No.  6. 


y? 


§ Remarkable 
P Rigidity 

The  5%  nickel  steel  tubing  in  the  Columbus  bicycle  for  ’97 
XaS  gives  a strengthful  rigidity,  with  graceful  lightness,  that  can’t 
be  in  any  other  bicycle,  because  this  steel  tubing  is  exclusively 
controlled  by  the  Jones  Mfg.  Co. 


Beautiful  book  of  Columbus,  free  from  Columbus  dealers, 
by  mail  for  one  2-cent  stamp. 


Jones  Mfg.  Co.,  Boston,  Conn. 


Heading  in  Johnson  Old  Style.  Reading  matter  in  Roman.  18  Point  Barta  Border  No.  241. 


Quite  effective.  Set  in  Old  Style 
Bold.  12  Point  Border  No.  1212. 


♦♦♦♦♦♦♦♦♦♦  ♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦♦ 

iSavc  i 
1 Your  i 

1 Shine  1 

♦ ♦ 

I Wear  patent  leathers — I 

: : 

Quite  effective.  Set  in  Howland 
Barta  Original  Border. 


960 


FOWLER’S  PUBLICITY 


20 

Years  of 
Excelsiors 

The  Wagon  of  experience. 

A hundred  dollars  worth  of 
certainty. 

The  “wagon  of  doubt”  price 
saves  you  little  and  costs 
you  much. 


Simply  a question  of 
knowing:  what  you 
g:et,  or  §:uessing:  at  it. 

Price  of  Blanker’s  cer- 
tainty, $150. 


I 


n 


I Free  I 


A good  heading.  Set  in  Howland  Open. 
iS  Point  Collins  Border  No.  22-5. 


Set  in  Taylor  Gothic  and  Ronaldson  Condensed.  6 Point  Lovell  Border 
combined  with  Single  Rule. 


# 


Victor 

Carriage 

Experience 


Twent}"  3’ears  of  it — have 
made  more  carriages, 
better  carriages,  and  car- 
riages longer,  than  any- 
bod}’  else.  Victor  riders 
ride  in  the  certaint)^  of 
experience.  U'wo  hun- 
dred dollars  is  right  for 
quality,  safety,  suret}’ — 
the  trinity  of  Victor  ex- 
cellence. When  3-011  pa3’ 
less,  you  get  less. 


I 


A convincing  way  of  putting  it.  Set  in  Howland.  iS 
I’oint  Collins  Border  No.  199. 


Set  in  Gothic  Condensed  No. 
Laurel  Border  No.  2. 


and  Roman.  6 I’oint 


SPECIMENS 


961 


iReal,  Solid,  Honest,  t| 


^ Sensible,  Exhilarating,  g 


i 


i>^ 

41 


U 

»# 

hf 

A good  sub-line.  Set  in  Jenson  Old  Style.  18  Point  Barta  Border  No.  249. 


b Things  to 
g Laugh  At. 


Rather  a good  “ special  ” head- 
ing. Set  in  Howland.  6 Point 
Border  No.  625,  doubled. 


For  a railroad  excursion  headline.  Set  in  Cushing  Old  Style.  12  Point  Newspaper  Border  No.  61. 


•DO  gou 
CARHg 
MATCHES 

^oose  In  your  pocket?  'Don't 
perspiration  make  tUem  sticky— 
•poll  many  of  them— ruffle  your 
temper,  too?  We  have  a beauti- 
ful Une  Of  solid  silver  matcn 
boxes,  some  of  them  as  low  hs 
ALM  Come  In  and  look  at  ibexn. 


WEISS, 

THE  JEWELER. 

I . 

Reproduction  of  an  excel- 
lent advertisement.  Heading 
type  could  be  improved  upon. 


I Better  have  | 
I Good  Work 

Set  in  Johnson  Old  Style.  18  Point  Barta  Border  No.  241. 


962 


FOWLER’S  PUBLICITY 


A good  heading.  Set  in  Gothic  No.  6.  12  Point 

Florentine  Border  No.  149. 


An  excellent  heading.  Set  in  Howland  Open.  18  Point  Barta 
Border  No.  241. 


Ladles’  Box  Calf  — 

AN  soles  of  thkkiriess — 

A rather  catchy  headline.  Set  in  De  Vinne  Open.  18 
Point  Laurel  Border. 


Not  adapted  to  all  tailors.  Set  in  Bradley.  iS  Point  Barta 
Border  No.  246. 


A good  headline.  Set  in  De  Vinne  Open.  18  Point  Collins  Border 
No.  200. 


SI’lCCIiMlCNS 


9^A 


rV' ' <>  'V  ' V <>  V <>’  'V 


♦ <>  ♦ 


Bring  in 
The  boys 

£ 

K We’ve  sonietliiiig  they 

to  Avaiit  to  see,  and  something* 

m yon  Avant  to  hny  ’em.  AVe 

I ean’t  tell  yon  here,  and  then 
IS  * 

s Ave  Avant  to  surprise  yon. 


A blind  form  of  advertising  which  does  not  have  the  disadvantages  of  the 
mysterious,  and  is  adapted  to  the  advertising  of  almost  any  class  of  goods.  Set 
in  Poster  Roman  No.  i.  i8  Point  Collins  Border  No.  221. 


Cheerful  | 
Carpets  i 

Words  like  these  tend  to  stimulate  carpet  buy- 
ing. Set  in  Jenson  Old  Style.  Pica  Border  No.  206. 


j 

f 

J 

? 

t 

t 

f 

! 


BUY 

LAND 

NOW 


I 


Set  in  Dazzle.  6 Point  Border  No.  606. 


Evet^hing 
Just  right 

Can  be  used  frequently.  Set  in  Gothic 
Condensed  No.  ii.  9 Point  Contour  Border 
No.  280. 


Nothing  new  about  it,  but  effective.  Set  in 
De  Vinne.  18  Point  Contour  Border  No.  270. 


Ifwwwwwwwwwwwwwwww 


This  form  of  advertising  cannot  fail  to  hit  the  mark.  The 
matter  above  need  not  be  followed  with  reading  matter,  although 
it  may  be  well  to  enumerate  a few  of  the  leading  countries.  Set 
in  Condensed  Aldine  No.  30.  Combination  Dragon  Border 
No.  18. 


964 


FOWLER’S  PUBLICITY 


C«  -r-r-r-r-r-r-r-r-r-r-r-r-r-r'r-r'r-r-r 


4f 


o 


<0 


o 


4|^ 


A fairly  good  headline  for  sheet  music  advertising.  Set  in  De  Vinne  Open.  24  Point  Collins  Border  No.  196. 


More  Comfortable 
Than  Home 


.\n  effective  general  heading.  Set  in  Dazzle.  Nonpareil  Border  No.  216. 


Excellent.  Set  in  French  Clarendon 
Shaded.  Nonpareil  Border  No.  203. 


>0-@0'@0’0#0'^ 


Comfortable  Coate  at  Coet 


(0 

11^ 


A fairly  good  headline.  Set  in  Satanick.  12  Point  Border  No.  1209. 


A good  line  for  occasional  use.  Set  in  Clarendon  Con- 
densed. Pica  Border  No.  223. 


m 


Satisfaction 
Served  Here 


WWMMMMMMMMMMMMTB 


H 

* 

M 

H 

X 


A striking  heading.  Set  in  Howland.  18  Point  Border 
No.  4. 


SPECIMENS 


9^5 


CM  iL-'/M  *.'‘x  ^r.M  m^apr  «>rjr  m^f.*  ‘KfM  ViCM  m.Yat  «jrac  axjt  mYjr  %2JF  tK^M  \iM  ^SJf  VJF  %iJf  %£#  \i/t  VUf  W %S#  ICJF  ^ 

ntiM  'r^'  ^ww*  ■'ww*  ■'Tt”  'ww^  'W 

f\  ir%  iffH  X!\  mS%.  MSUk  jfflfc  MJlt  ^Tfk  XSk  Xfk  MSfk  it%-  MSk  i/Vk  ir!fk  i/Vk  iKPk  XSk  ^THk  MVk  ink  w7\  iRSfc  ^TSk  MJ?k  WJ!k  W!^  iT^  J3K  r^  X 

I Samsonian  Overcoats  I! 

^C^.-j:  A:.»x>«a.ra^a.Y■Jf^Yag«^«^■J^^*a»a:^^x3c»«^»y■lc«rac^Dva^«l!Lr1KI'yKxyJr*^;^«aJ:aJ^ 

^Wr-  ^F^  ^F^  'W^  ■'W^  'W^  'W^  'Wf'  'WW'  'WfT'  '^w  '^/W'  'f^  'WW'  'W 

^ sUMy  sMMy  MU  \MUy  sUM/  -.MM/  s^Uy  MU  -UM^  MU  -UMd  'UMi  -UM^  MU  -MU  MU  -MU  MU  MU  MU  MU  MU  MU  UlU  MU  MU  MU  M 

7y  fcK  vS%  jS9r  iSSr  iB?r  jBQr  «S%  jS!v  4f!!»  jRcl:  jCH;  jS%  jSSl;  jPxv  ;f!«  vkI; 


Good  for  occasional  use.  Set  in  Gothic  Condensed  No.  i.  12  I’oint  Itorder  No.  1235. 


An  excellent  word  to  use.  Set  in  Howland.  18  Point 
Border  No.  1S02. 


Suitable  Suits 


A general  catch-line.  Set  in  Gothic  No.  6.  6 Point  Border 

No.  614. 


or  <v 

_ - . 

<i> 

«t> 

^ ^ 

/»>  "-os 

li 


The  Complexion  Keeper! 


Set  in  Howland.  6 Point  Laurel  Border. 


A good  secondary  heading.  Set  in  Howland  Open.  24  Point  Border  No.  2401. 


[ The  House  Beautiful — ^Tor  Sale 


An  excellent  top-line.  -Set  in  Boldface  Condensed  No.  7.  Pica  Border  No.  205. 


966  FOWLER’S  PUBLICITY 


An  excellent  recreative  form.  Set  in  Taylor  Gothic.  i8  Point  Contour 
Border  No.  270. 


fi  ^■ 

I The  Complexion  Maker 

Set  in  Ronaldson  Title  Slope.  6 Point  Laurel  Bor- 
der No.  2. 

Worth  using,  but  must  not  be  over-used.  Set  in  Jenson.  Single  Rule  Bor- 
der. 


The  Newest  of  the  New 


A strong  general  heading.  Set  in  Boldface 
Italic.  Nonpareil  Border  No.  2iy. 


An  expression  suitable  for  nearly  all  lines.  Set  in  Rimpled.  Single  Rule  Bor- 
der and  Border  No.  253. 


SPECIMENS 


967 


A Red  Hot  Trip 
On  Roasting  Rail 

may  please  Equator  persplrers— Yankee  folks  recreate 
upon  the  cool  waters— to  Blankport— spacious  cabins— 
roomy  state  rooms— table  rolling:  with  milk  and  honey, 
and  other  thing:s— 17  hours’  sail— the  fastest  steamers 
on  the  coast. 


An  excellent  form  of  excursion  advertising.  Set  in  Howland.  Single 
Rule  Border. 


POSTERITY 

The  stren^lh  of  children  is  in  the  health  of 
the  mother— The  health  of  womanhood  de- 
scends to  generations— Kifly  thousand  phvsi- 
cians  say  that  healtli,  comfort,  and  freeaom 
are  not  encased  in  corsets,  'i'he  blank 
Waist  is  not  a corset.  1 1 gives  all  the  grace 
of  the  corset. 


An  anti-corset  form.  Heading  in  Gothic  Con- 
densed No.  i.  Heading  matter  in  Roman,  liarta 
Original  Border  No.  19. 


Set  in  Gothic  No.  6.  Combination  Border  No.  97. 


A good  sub-heading.  Set  in  Condensed  Clarendon.  Ipsen  Border  No.  132. 


968 


FOWLER’S  PUBLICITY 


Senee 


Me  wbo  mabee  one  tbino 
must  mabe  it  well.  . . Me 
wbo  mabeo  mani^  tblnos  mai? 
mabe  them  well.  . . Mltb=* 
out  cbance  on  one  olbe,  wUb 
man^  chances  on  tbe  other— 


A strong  argument.  Set  in  Tudor  Black,  a face  which  must  not  be 
often  used  for  reading  matter.  iS  Point  Newspaper  Border  No.  23. 


An  effective  catch-line.  Set  in  Latin  Condensed.  Mal- 
tese Cross  Border. 


For  All 
Stockings 


A good  heading,  to  be  followed  with  description 
of  the  article.  Set  in  Taylor  Gothic.  Single  Rule 
Border. 


“The  Fit  of  Custom  Made” 

An  excellent  general  headline.  Set  in  Gothic  Condensed  No.  ii.  6 Point  Laurel  Border  No.  2. 


I III  H<  III  »H»^— m»  ■ iii  iii  m— — 

I Summer  Sellers! 

s s 

4H— 4Ht^— m III  til  1 

An  euphonious  line.  Set  in  Lippincott.  6 Point  Florentine  Border  No.  169. 


Intended  for  trade  paper  advertisement  introduction. 
Set  in  Condensed  Full  Face  No.  7.  Nonpareil  Border 
No.  216. 


SPECIMENS 


969 


60  to  Asia 

(If  you  have 

60  to  Africa 

(If  you  want 

Go  to  China 

(If  you  like 

60  to  Anywhere 

(If  you  care 

to) 

to) 

to) 

to) 


YOU  CAN’T  GET  AWAY 
FROM  WEARERS  OF 
SMITH  & SMITH  HATS 


An  original  and  effective  form  which  can  be  profitably  used  occasionally.  Adapted  to  many  lines  of  business.  Set  in 
Round  Gothic  No.  40. 


Health 

Insuring: 

Underwear 


Would  you  wear  underwear  of  com 
fort,  and  with  it  have  all  the  health-  r 


giving  and  keeping  qualities  of  hy- 
gienic  under  dressing — then  Blanker’s 
■yW  Hygienic  Underwear  is  your  under 
iCf  dressing. 


Set  in  Howland  and  Roman, 
der  No.  a45. 


4 Point  Barta 


¥ 

4» 


i,©iuino)p(Ui 


ys@  I!  vaifiit  t@ — 1 
vlba^t  t!b®  C©Iy!rii^= 


¥ 


¥ 


¥ 

¥ 

¥ 

¥ 

¥ 

¥ 

4 

4 

4 

4 

4 

4 

4 

4 


Adaptable  to  nearly  all  lines.  Set  in  Erratick  Outline.  i2 
Point  Collins  Border  No.  175. 


Dictionary  Department 

“ What  you  want  when  you  want  it  ” 


I IE  directory  must  be  an  alphabetical  list  of  things,  and  of  owners  of 
thing's. 

It  it  be  a real  directory,  it  must  be  complete,  omitting  nothing. 

The  directory  has  no  business  to  discriminate.  It  must  place,  side 
by  side,  the  wheat  and  chaff  of  trade,  without  comment  and  without 
prejudice.  The  directory  is  nothing  but  a comprehensive  mailing  list  of  names  and 
addresses. 

To  be  less,  it  falls  short  of  its  mission.  To  be  more,  it  oversteps  its  right. 

The  dictionary  can  be  at  once  a dictionary,  a director}’,  and  an  encyclopedia,  and 
can  add  to  itself  the  value  ofhoncst  discrimination. 

The  pages  immediately  following  contain  data  concerning  many  of  the  general  and 
local  publications  believed  to  be  of  acknowledged  advertising  value. 

Periodicals  of  doubtful  efficiency  have  not  been  intentionally  admitted. 

This  department  is  calculated  to  aid  the  advertiser  in  the  selection  of  general, 
sectional,  and  local  mediums,  and  to  give  him  information  of  paramount  value  to 
him. 

It  enables  him  to  obtain,  with  the  ease  of  dictionary  word-finding,  the  definite 
measurements,  and  other  conditions,  not  to  be  found  outside  of  the  most  extensive 
file-room. 

This  information  is  not  a bundle  of  advertisements,  and  must  not  be  so  considered. 

The  pages  following  the  periodical  data  present  to  the  business  man  information 
concerning  printing,  engraving,  lithography,  paper,  ink,  furniture,  tvpcwriters,  and 
pi’actically  everything  of  use  in  the  office  and  store. 

This  “•  Dictionary  of  Trade  ’’  department  is  calculated  to  be  of  the  greatest  value  to 
the  merchant,  and  is  ofi'ered  as  presumably  reliable  in  every  respect,  data  concern- 
ing any  doubtful  house  not  having  been  intentionally  admitted. 

The  writer  believes  that  these  “ Dictionarv  ” departments  add  materially  to  the 
general  value  of  the  book,  and  will  be  so  considered  by  the  reader  of  it. 

Both  the  purchaser  and  writer  of  this  book  do  not  believe  in  something  for  nothing, 
and  therefore  have  made  a merely  nominal  charge  to  those  whose  information  appears 
in  the  Dictionary  departments.  In  no  other  part  of  the  book  apjiears  any  paid-for 
matter,  and  really  this  “ Dictionary”  matter  should  hardly  be  so  considered. 


070 


Dictionary  of  Af^ents 


“ Tlicir  own  story  ” 


IIJ^v  writer  asked  the  leadini^  advertising  ai^ents  of  America  to  answer 
the  pertinent  and  broad  (piestion  of,  “ Why  Does  It  Pay  To  Plaee 
Advertising  In  Your  Agency?”  Some  of  the  agents  replied,  and 
some  thought  best  not  to  reply. 

The  replies  given  are  presented  below,  without  comment,  as  each 
agent  stands  on  his  own  platform  of  efficieney. 


Dauchy  & Co.,  27  Park  Place  and 
24-26  Murray  Street,  New  York. 

Before  answering  your  question, 
“ Wily  does  it  pay  me  to  place  my 
advertising  iny<7«r  agency,”  we  would 
make  it  more  general  and  state  some 
of  the  reasons  why  it  pays  an  adver- 
tiser to  place  his  business  through  a 
responsible,  well-ecjuipped  agency. 

First  — A good  agency  assists  in 
selecting  the  papers,  knowing  from 
experience  in  advertising  similar  lines 
what  mediums  are  best  adapted  for 
the  particular  product  and  most  effec- 
tive. 

Second  — A large  agency  knows 
from  experience  the  lowest  prices  at 
which  advertising  space  can  be  bought 
because  they  always  know  what  the 
leading  advertisers  with  whom  they 
do  business  are  paying.  The  adver- 
tiser without  the  agency  works  in  the 
dark  both  in  placing  his  orders  and 
renewing  them,  as  having  only  his  own 
work  to  place  he  cannot  keep  informed 
of  the  constant  changes  going  on  in 
advertising  rates. 

Third  — A well-equipped  agency 
earns  its  commissions  and  more  by 
assuming  the  cost  and  enormous  detail 
of  placing  the  advertising  and  the  con- 
stant checking  of  it,  the  writing  papers 
about  wrong  insertions,  and  the  at- 
tending to  a thousand  details  necessary 
to  successful  advertising. 

F ourth  — A progressive  agency  saves 
the  advertiser  in  setting  up  and  print- 
ing his  copy,  in  a knowledge  of  what 
will  be  effective  in  the  newspapers,  in 
writing  advertisements,  and  the  prepa- 
ration of  drawings,  electrotypes,  etc. 

Now,  to  narrow  the  cpiestion  down 
to  ourselves,  we  think  it  pays  an  adver- 
tiser to  place  his  advertising  with  our 
agency  because  we  meet  the  first  and 
second  requirements,  having  been  in 
this  business  for  thirty  years,  acquiring 
the  necessary  experience,  and  working 
for  a large  number  of  representative 
houses  in  various  lines  and  thus  keep- 
ing posted. 

Our  equipment  in  our  placing  and 
checking  departments  is  complete  and 
upon  a large  scale,  so  we  fulfill  the 


third  requirement,  while  with  our  own 
printing  office,  which  is  a part  of  our 
establishment,  and  a force  of  writers 
and  artists  at  our  command,  we  can 
answer  requirement  four.  In  more 
space  we  might  specify  other  advan- 
tages; one  is  a large  capital  which 
enables  us  to  carry  large  lines  on  terms 
to  meet  our  customer’s  needs. 

We  solicit  correspondence. 

J.  Walter  Thompson  Company, 
41  Park  Row,  New  York. 

Our  constant  aim  has  been,  is,  and 
ever  will  be  to  bring  new  and  profit- 
able business  to  our  customers. 

Over  seven  hundred  regular  advertis- 
ers show  their  “ faith  ” in  our  “ works  ” 
by  continued  and  extended  patronage. 

A thing  which  is  so  presented  as  to 
please,  is  already  half  sold.  Then  why 
not  tell  the  masses  in  such  a way, 
where  and  how  to  get  what  you  have 
to  sell  ? 

We  get  up  “ads”  in  new  courses, 
new  styles,  with  new  methods  ancl 
without  fossilized  ideas,  to  reach  live, 
earnest  people  who  have  eyes,  ears, 
and  taste,  as  well  as  money  to  buy 
good  things. 

The  advertisers  who  trust  us  to  use 
care  and  to  give  intelligent  attention 
to  all  the  details,  will  secure  many 
advantages  over  those  who  are  inex- 
perienced or  those  who  try  to  do  it 
themselves.  Skilled  work  when  pub- 
lished costs  no  more  than  the  work 
without  skill ; so  that  the  best  work, 
such  as  we  give,  is  the  cheapest  be- 
cause it  brings  better  results. 

“ It  is  only  the  first  step  that  is  diffi- 
cult.” We  have  a multitude  of  adver- 
tisers whom  we  have  aided  to  take  the 
first  step,  and  who  now  walk  boldly. 
We  are  advertising  agents  of  experi- 
ence, and  deem  nothing  that  relates 
to  any  advertiser’s  business  of  indif- 
ference to  us.  Our  aim  is  to  bring 
7'esults. 

We  only  seek  legitimate  advertisers 
of  the  better  class  — only  those  in 
whom  the  publishers  and  readers  can 
have  confidence  that  they  will  fulfill 


every  representation,  and  who  have 
sufficient  capital  to  pay  all  obligations 
when  they  mature. 

He  that  would  convince  the  public 
of  the  value  of  his  goods  must  not 
whisper.  Throngs  of  customers  never 
come  uninvited. 

Special  Agents 

A.  Frank  Richardson  Co.,  Tribune 
Building,  New  York  City,  Chamber  of 
Commerce  Building,  Chicago,  12  Red 
Lion  Court,  Fleet  Street,  London. 

Omaha  Bee.  Louisville  Courier-Journal.  Louis- 
ville Times.  Denver  Times.  Memphis  Commer- 
cial Appeal.  Little  Rock  Gazette.  Los  Angeles 
Herald.  Rochester  Democrat-Chronicle.  Albany 
Times-Union.  Albany  Argus.  Syracuse  Post. 
Seattle  Post-Intelligencer.  San  Francisco  Report. 
Pueblo  Chieftain.  Texas  Baptist  Standard.  Utica 
Saturday  Globe.  Elmira  Telegram.  Williams- 
port Grit. 

All  of  these  papers  have  a definite 
and  Known  Circulation,  and  they  afford 
advertisers  every  opportunity  to  inves- 
tigate for  themselves.  Advertisers  in 
them  buy  space  as  they  buy  merchan- 
dise, by  measure  and  by  count,  and 
not  by  statement  and  claim.  Each 
one  of  these  papers  is  the  leading 
paper  of  its  city,  and  each  one  of  the 
cities  is  a business  center.  Years  ago 
I established  the  principle  of  “ Known 
Circulation,”  and  I have  done  business 
along  this  line,  and  will  always  con- 
tinue to. 

Railway  Advertising  Co.,  261 
Broadway,  New  York 

Street-car  advertising  exclusively. 
The  best  and  cheapest  way  to  reach 
buyers  and  consumers.  Largest  cir- 
culation. Immediate  results.  Special 
attention  given  to  car  advertising  in 
New  York  City  and  vicinity;  in  New- 
ark, Jersey  City,  Elizabeth,  The  Or- 
anges, etc.,  in  New  Jersey;  and  in 
Providence  and  Pawtucket,  R.  1. 
These  cities  operate  about  2.500  cars, 
carrying  40,000,000  passengers  per 
month.  The  New  York  lines  include 
the  Broadway  system  equipped  with 
425  of  the  finest  cars  in  the  LInited 
States.  Prices  quoted  on  application. 


97' 


Periodical  Dictionary 

“ Successful  spreaders  of  publicity” 


This  department  gives  information  eoneerning  many  of  the  most  suecessful  and  recog- 
nized advertising  mediums  of  protit.  It  is  believed  that  each  one  of  them  occupies  a posi- 
tion peculiarly  its  own  and  is  worthy  of  the  consideration  and  patronage  of  advertisers. 


Advertising  Papers 

Illinois 


Chicago 

ADVERTISING  EXPERIENCE  — monthly  — 
appears  on  first  of  month  — copy  must  be  in  hand  by 
iqth  — rates  on  application,  strictly  cash  and  inflexi- 
ble, subject  to  increase  at  any  time — space  limited  — 
no  trade  ads. — no  reading  matter  of  any  kind  paid  for 
by  anyone  but  the  publisher  — no  free  advertising  of 
any  kind.  Type  size  of  page  5^3  x 8H  inches — ads. 
will  aim  to  be  models  of  good  typography  — illustra- 
tions must  be  of  the  best  quality  — perfection  in 
printing  guaranteed. 

Massachusetts 


Boston 


PROFITABLE  ADVERTISING — “ The  Adver- 
tisers’  Trade  Journal  ” — monthly  — illustrated  — 
advertising  — started  1891  — circulation  6,000  — reaches 
publishers,  general  advertisers,  agents,  ad.-writers, 
printers,  and  kindred  trades  everywhere.  Type  size  of 
P^gc  754  X 45^  inches  — column  2%  x 754. inches  — 
use  any  cuts — Published  15th  of  each  month  — adver- 
tising copy  must  be  in  by  10th  — PROFITABLE 
ADVERTISING  is.a  high-grade  advertising  journal, 
independent  in  policy,  and  the  only  publication  of  its 
kind  in  New  England. 


New  York 


New  York  City 

ART  IN  ADVERTISING— monthly  — Profusely 
illustrated  — started  1889  — The  whole  field  of  public- 
ity covered  — Preeminently  the  advertisers’  and  busi- 
ness man’s  Journal  — devoted  to  the  interest  of  better 
advertising — examples  of  good  and  bad  advertising  — 
essays  and  advice  on  advertising  — portraits  and 
sketches  of  advertising  men  — Stories  of  advertising 
successes  — newsy  and  pithy  items  about  men  and 
things.  Type  size  of  page  554  x 7 inches  — column 
25^  X 7 inches  — published  on  the  5th  — forms  close  on 
20th. 

PRINTERS^  INIv — weekly  — a Journal  for  Ad- 
vertisers— established  1888  — circulation,  as  shown 
by  the  last  edition  of  the  American  Newspaper  Direc- 
tory, 21,913.  Type  size  of  page,  3K  x 6^8  inches, 
column,  1^x6%  inches  — no  extra  charge  for  cuts. — 
Published  Wednesday  — Copy  must  be  handed  in  one 
week  in  advance. — Ten  cents  per  copy. — Five  dollars 
per  year  in  advance.  For  Ten  dollars,  paid  in  ad- 
vance, a receipt  will  be  given  covering  a paid  sub- 
scription from  date  to  ("January  ist,  1901)  tlie  end  of 
the  century.  Geo.  P.  Rowell  & Co.  publishers,  10 
Spruce  Street,  New  York  City.  Printers’  Ink,  was 
the  first  of  the  now  numerous  class  of  journals  devoted 
to  advertising.  It  likes  to  call  itself  The  Little  School- 
master in  the  Art  of  Advertising.  Since  its  establish- 
ment in  1888  it  has  had  nearly  two  hundred  imitators. 
These  are  generally  spoken  of  as  Printers’  Ink's  babies. 


Agricultural  Papers 

Connecticut 


Clintonville 


WAYSIDE  GLEANINGS  — a wide-awake  little 
monthly  — started  1890  — circulation  50,000  to  75,000 
— prepared  specially  for  young  farmers  and  poultry 
keepers.  Type  size  of  page  yx  ii  inches  — column 
io5^  X 254  inches  — 16  pages  — 3 columns  to  page  — 
no  type  restrictions  — no  extra  for  cuts  — can  use  any 
cuts  — no  charge  for  cutting  column  rules  — Pub- 
lished first  of  month  — ads.  must  be  in  by  20th  — one 
of  the  papers  that  pays  subscribers,  advertisers,  and  its 
publishers. 


Iowa 


Des  Moines 


FARMERS’  TRIBUNE  — weekly  — agricultural 
— established  1878  — circulation  18,000 — covers  Iowa 
thoroughly  — goes  into  every  township  in  the  state  — 
fur  a general  advertiser  there  is  no  better  field  than 
Iowa.  Type  size  of  page  8%  x 1354  in.  — columns 
254  X 1354  in.  — can  use  any  metal  base  cuts  — Pub- 
lished Wednesdays  — ads.  must  be  in  Monday.  The 
field  we  cover  makes  the  Tribune  especially  valuable 
as  a medium.  Glad  to  quote  rates. 


Massachusetts 


Boston 


FARM-POULTRY  — semi-monthly  — illustrated — 
for  everyone  desiring  information  about  profitable 
poultry  production  — started  1889  — circulation  29,722 
— about  75%  east  of  the  Mississippi,  balance  West 
and  general.  Type  size  of  page  x 13  in.  — 
column  254  X 13  in.  — no  extra  charge  for  cutting 
column  rules  or  for  cuts  — heavy  type  admitted  — 
changes  made  as  often  as  desired.  Published  ist 
and  15th  of  each  month  — ads  must  be  in  lo  days  in 
advahee  of  publication.  Only  reliable,  clean  advertis- 
ing admitted.  Read  by  well  to  do  people  who  have 
money  to  spend. 


Sprin^ield 

FARM  AND  HOME  — semi-monthly  — started 
1880  — divided  into  an  Eastern  and  Western  Edition 

— Eastern  Edition  covering  territory  east  of  the  Alle- 
ghany Mt.  and  Western  Edition  west  of  the  Alleghany 
Mt.  — no  better  agricultural  paper  exists  for  reaching 
country  trade  — standard  of  measurement,  agate  type 

— width  of  columns  2i^  in.  — 13  ems  pica  — columns 
14  inches  or  196  lines  long  — one  page  contains  56  ins. 
or  784  lines  — no  charge  for  cutting  column  rules  or 
for  cuts  — no  type  restrictions  — circulation  250,000 
copies;  on  the  Western  Edition  130,000  and  Eastern 
120,000,  Published  ist  and  r5th  of  month  — forms 
close  20th  and  5th  preceding  date  of  issue. 


Minnesota 


riinneapolis 

FARMERS’.  TWICE  A WEEK  TRIBUNE  — 
Republican  — weekly  with  two  editions.  Size  of  page 
1654  X 22  inches  — type  size  column  254  x 22  inches. 
Published  Mondays  and  Fridays  — forms  close  12  noon 
Mondays  — a high-class  farmers  weekly  newspaper, 
circulating  among  the  more  intelligent  country  folk  of 
the  northwest.  Circulation  20,000. 


New  Brunswick 


Sussex 


CO-OPERA'I'I  VE  FARMER  — semi-monthly  — 
16  pages — started  1895  — circulation  at  present  2,500 
copies  per  issue  — only  farm  and  dairy  paper  in  Mari- 
time Canada,!  New  Brunswick,  Nova  Scotia,  and  Prince 
Edward’s  Island)  with  a farming  population  of  over 
120,000  — use  cuts  — no  type  restrictions — type  size 
of  page  9 X 12  inches  — issues  7th  and  14th  of  each 
month. 


New  York 


New  York  City 

AMERICAN  AGRICULTURIST  — weekly  — 
Established  18^2.  Reaches  highest  class  fanners — 
also  their  families.  Divided  into  five  editions,  which 
may  be  used  separately  if  desired,  to  cover  special 
sections  as  follows  : Middle,  Western,  Soutliern,  New 
England  Homestead  (Eastern),  Orange  Judd  l armer 
(Central).  'I’ypc  size  of  page  x toH  inches,  column 
lYs  X loVs  inches.  No  extra  for  cutting  column  rules 


I or  for  cuts.  No  type  restrictions.  Combined  circula- 
j tion,  165,000  copies  weekly.  Published  Saturdays  — 
! Ads.  needed  ten  days  in  advance. 


Ohio 


Springfield 

f'ARM  AND  FIRESIDE  — semi-monthly  — illus- 
trated — for  farmers  and  their  families  — started  1877 
— circulation  3 10,000  guaranteed  — circulates  all  States 
east  of  Rocky  Mountains.  Type  size  of  page  954  x 
14^5  inches,  column  2 54  x i4x®g  inchesf2oo  agate  lines). 
Published  on  the  first  and  15th  of  each  month  — copy 
must  be  in  15  days  before  date  of  issue. 


Ontario 


Toronto 


FARM  AND  FIRESI DE  — weekly  — agricultu- 
ral and  home  paper  — the  only  agricultural  weekly 
published  in  Canada  — circulation  8,593  — columns  2^4 
X 2154  inches  — number  of  pages  8. 


Pennsylvania 

Philadelphia 

FARM  JOURNAL  — monthly  — “unlike  any 
other  paper” — reaches  regularly  nearly  300,000  rural 
homes  in  New  England,  Middle,  and  Western  States 
— started  1877.  Page  754  x 11  inches,  column  254 
inches  wide  — Measurement  agate  — no  restrictions  as 
to  display  or  electrotypes  or  broken  column  rules  — 
no  extravagantly  worded  or  humbug  advertisements  — 
no  patent  medicines  or  political  advertisements  — no 
reading  notices  — no  special  positions  — has  but  one 
rate  and  sticks  to  it  — forms  close  i5th  of  preceding 
month. 


PRACTICAL  FARMER  — Weekly  — agricultural 
— circulation  38,346,  covering  the  U.  S.  and  Canada  — 
established  1855.  Type  size  of  page  954  x 1354  inches, 
column  254  X 13^  inches  — no  extra  for  cuts  — no 
extra  for  cutting  column  rules  — can  use  any  wood 
cuts  — Published  Saturday  — ads  must  be  in  ten  days 
in  advance  — reaches  the  best  class  of  wide-awake 
agricultural  readers  — in  fact  stands  at  the  head  of  the 
weekly  agricultural  press.  Four  special  departments 
unique  in  agricultural  journalism  — in  short,  covers 
every  department  of  work  on  the  farm. 


South  Dakota 


Aberdeen 


D.AKOTA  FARMER  — semi-monthly  — agricul- 
tural — the  old  I)akota  farmer's  journal  — estalMished 
1879  — nearly  15  years  under  present  management  — 
circulation  now  exceeds  16,000  — about  two  thirds  in 
Soutli  Dakota  — one  third  North  Dakota.  Page  9X 
13  inches,  columns  13  ems  — official  organ  of  every 
stock,  agricultural,  horticultural,  and  dairy  association 
in  the  two  Dakotas  — a model,  progressive  farmer's 
l^aper  — clean  and  energetic  — W.  F.  T.  Bushnell, 
Editor  and  Manager. 


Architectural  Papers 

Illinois 


Chicago 

INLAND  AKCHriKCT  AND  NEW.S  REC- 
devoted  to  design,  construction,  decoration, 
and  furnishings,  is  published  at  Chicago,  and  has  a 
general  circulation  tliroughout  the  United  States  and 
Canada,  among  all  classes  interested  in  building. 
'The  Inland  Architect  was  established  in  1883,  and  has 
been  pulilished  continuously  ever  since  by  its  original 
publishers  which  makes  it  the  oldest  architectural 
journal  in  the  country,  published  under  its  original 
management.  'Fins  means  that  for  14  years  The  Imand 


972 


FOWLKR’S  PUHLICITY 


973 


Architect  hns  pone  forward  without  intcmiption,  pain- 
ing in  circulation  and  inlluence  — it  easily  ranka  amon^ 
the  leading  architectural  journalH  of  America,  as  may 
he  verified  by  iiujuiry  of  any  prominent  architect. 
Any  advertiser  wiu>  desires  to  reacli  the  architects  will 
be  much  handicapped  in  the  race  tor  business  without 
an  advertisement  in  'The  Inland  Architect  of  ('hica^o. 
Its  special  field  is  that  vast,  populous,  an<l  rich  territory 
west  of  the  Alleghany  Mountains  — in  that  field  it  has 
no  rival  — type  size  page  7x11—  column  2’/^  x 11  — 
can  use  all  cuts  — no  extra  charge  for  cutting  column 
rules. 

Massachusetts 


Boston 


AMKRU'AN  ARCIUTKCT  AND  liUII.DlNfi 
NKWS  — weekly  — illustrated  — architecture,  art, 
and  science  — started  1876  — circulation,  New  Kng- 
land  22%,  Middle  States  32%,  Western  States,  35%, 
balance  of  the  world  1 1%  — type  size  of  page  7x12  — 
column  2^^  X 12  — no  extra  charge  for  cutting  rules  or 
for  cuts  — can  use  any  cuts  — only  building  and 
artistic  ads  admitted  — ads  must  be  in  on  Wednes- 
day — published  Saturday. 


New  York 


New  York  City 


CARPKNTRV  AND  liU I LDl NO  — monthly  — 
illustrated  — established  1879  — a practical  magazine 
for  architects  and  builders.  Treats  on  carpentry  and 
joining,  framing  and  construction,  masonry,  plaster- 
ing, roofs,  and  cornices,  heating  and  ventilation, 
cabinet  work,  architectural  design  and  drafting.  Type 
size  of  page  6^  x 1 1 — columns  2J-8  x i ; — no  extra  for 
cutting  column  rules  or  for  cuts  — advertising  forms 
close  on  the  20th  of  each  month. 


Art  Publications 


New  York 


New  York  City 

MUNSEY’S  MAdAZIN  E — monthly  — illustrated 
— art,  fiction,  general  literature.  Started  1891.  Cir- 
culation 700,000,  throughout  the  United  States  and 
Canada.  Type  size  of  advertising  pages  5^^  in.  x 8 ; 
columns  2^  x8  — quarter  page  2^  x 4,  or  in  d.  c. 
form,  2 deep  x sli.  No  extra  charge  for  cutting 
column  rules  or  for  cuts.  No  adv  accepted  for  less 
than  one  inch,  and  d.  c.  advs  must  measure  one  inch 
deep,  an  aggregate  of  28  agate  lines.  All  ads.  must  be 
set  attractively.  Line  or  wood  cuts  or  half-tone  illus- 
trations may  be  used.  Published  the  first  of  each 
month.  Advs  must  be  received  five  weeks  in  advance 
of  date  of  issue. 


THE  PURITAN  — profusely  illustrated  — monthly 
— woman’s  interests,  art,  and  fiction.  Started  Janu- 
ary 1897.  Circulation  150,000  copies  throughout  the 
United  States  and  Canada  — type  size  of  page  8^  x 
12^.  Adv  columns  2 wide.  Primed  throughout  on 
fine  grade  coated  paper.  One  inch  smallest  adv  ac- 
cepted. Only  highest  grade  of  advertising  taken. 
Forms  close  four  weeks  in  advance  of  date  of  issue, 
which  is  the  first  of  each  month. 


Bicycling  Papers 

Connecticut 


Hartford 


AMERICAN  CYCLIST,  — weekly  — Fridays  - 
the  cycle  trade  — 52  pages,  9 x 12  inches  — subscrip- 
tion price  $i  — established  i8qo  — Joseph  Goodman, 
editor  and  publisher  — circulation  8,000  copies  — 
reaches  all  of  the  manufacturers,  dealers,  and  cycle 
clubs  in  the  New  England,  Middle  and  Southern 
States  — the  only  exclusive  publication  in  Connecticut 
— sample  copy  and  advertising  rates  on  application  — 
advertising  type  Nonpareil  — reading  matter  Minion  — 
three  columns  to  the  page,  15  ems  pica  in  width  — no 
extra  charge  for  cuts  and  all  classes  of  cuts  used. 


New  York 


New  York  City 

AMERICAN  WHEELMAN,  weekly,  illustrated. 
Type  page  7^  x ii  inches  — Established  1892  — De- 
voted to  the  trade  and  sport  of  cycling  — Care- 
fully edited,  handsomely  illustrated,  bright,  newsy, 
independent  — Contains  a mechanical  department 
edited  by  an  acknowledged  expert,  a department  for 
Women  and  a department  devoted  to  Auto-Motors  — 
Subscription  52.00  per  annum.  Also  publish  AMERI- 
CAN WHEELMAN  ANNUAL,  a compendium  of 


cycling  cont.aining  full  t.ables  of  American  and  foreign 
records,  rules  of  cycling  associations  of  all  countries, 
photogravures  of  the  American  and  foreign  champions, 
articles  on  training,  etc.,  etc.  Price  25  cents  a copy. 
Kor  sale  on  all  news  stand.s. 


WHEEL  AND  CYCLING  TRADE  REVIEW, 
— weekly  — illustrated  — Complete  review  of  the  cy- 
cling trade  and  all  current  events  relating  to  cycling  — 
Circulation,  9,000,  well  scattered  over  the  United  States 
in  proportion  to  population  — is  also  read  in  practically 
every  country  where  cycles  are  ridden  — established 
since  the  commencement  of  the  cycle  trade  — Type 
size  of  page  7^  x 11  inches,  columns  x 11  inches  — 
No  type  restrictions  — Published  Wednesdays  — Copy 
for  advertisements  must  be  received  on  Monday. 


Book  and  News  Trade 


California 


San  Francisco 


HOOK  AND  NEWS-DEALER  — Monthly  — 
Trade  — Started  i88g  — Circulation  6,000 — Reaches 
nearly  every  retail  bookseller  and  newsdealer  in  North 
America  of  any  moment  — Said  by  Munsey’s  Magazine 
(editorially)  to  be  “ One  of  the  cleverest  trade  journals 
in  the  country  and  by  far  the  ablest  in  the  book  and 
news  trade** — Fearless  and  unconventional  — Fights 
for  the  retailer  first,  last  and  the  rest  of  the  time  — 
70%  of  circulation  East  of  Rocky  Mountains — No 
more  local  to  Pacific  Coast  than  Century  is  to  New 
York  — Invaluable  to  any  person  interested  in  current 
literature  — Samples  for  the  asking  — Stamps  taken  if 
any  are  sent  along  — You  should  see  it. 

Business  Papers 

New  York 


New  York  City 

BRAINS  — weekly — advertising  and  mercantile  — 
started  1892  — sworn  circulation  by  trades  — dry  goods 
3910  — clothing  3427  — books,  stationery,  printing,  etc., 
2760;  shoes,  etc.,  2323;  jewelry,  2070;  fancy  goods, 
1978;  hardware,  1794;  groceries,  1886;  crockery,  1449; 
wall  paper,  paints,  etc.,  1403;  tobacco,  1268;  furni- 
ture, 1242;  liquors,  1012;  drugs,  851;  music,  828; 
miscellaneous,  1840  — type  page  14^^  x 11%,  column, 
X 14^ — no  type,  cut  or  rule  restrictions.  Pub- 
lished Saturdays  — ads  must  be  in  one  week  in  ad- 
vance. 

NEWSPAPER  M.A.KER  — Weekly.  — A news- 
paper for  newspaper  editors,  publishers  and  advertis- 
ers— Started  1895  — Circulation  10,000 — Reaches  all 
the  leading  newspaper  men  and  advertisers  of  the 
world.  Type  size  of  page,  8 x 11%  in.,  column  2 x 
11^  in.  — Type  display  restricted  to  one  series,  French 
Old  Style  — Can  use  cuts  acceptable  to  publisher  — 
Published  Thursdays  — Ads  must  be  in  Tuesdays. 

College  Publications 

Michigan 
Ann  Arbor 


STUDENTS’  REGLSTER  — college  news  — 
weekly  — 4 pages  — 24  20-inch  columns  — reaches 
3,000  students,  250  professors,  instructors,  and  tutors 
at  University  of  Michigan  — has  thrice  the  circulation 
of  any  other  college  publication  in  America. 


Commercial  Papers 

Ontario 


Toronto 

MONETARY  TIMES  — weekly — started  i865  — 
5,000  subscribers  — has  the  best  advertisers,  the  best 
readers  — grocers,  dry  goods,  boot  and  shoe,  hides 
and  leather,  hardware,  lumbermen,  manufacturers, 
general  merchants,  lawyers,  bankers,  brokers,  and  in- 
surance men  throughout  Canada  are  especially  inter- 
ested— well  printed  on  good  paper  — ads  placed 
alongside  reading  matter  — oldest  and  most  influential 
Canadian  trade  journal — three  other  trade  papers  have 
been  incorporated  with  it  — published  Fridays  — ads 
required  Wednesdays. 

Culinary  and  Household 

Pennsylvania 

Philadelphia 

TABLE  TALK.  — monthly  — culinary  and  house- 
hold— started  1886  — circulation  largest  of  any  culi- 


nary Magazine  — devoted  to  the  interest  of  up  to  date 
housewives  — treats  of  the  luxuries,  economies  and 
necessities  of  the  table  — it  is  progressive  and  the 
American  authority  in  its  line  - ty|ie  size  of  page  $*/» 
X H — no  extra  chiirge  for  cutting  (oliimii  rules  or  for 
cuts  — can  use  any  cuts  — imblished  first  ol  month- 
advertisements  must  be  in  by  lolli. 


Dailies 

California 


San  Francisco 


CHRONICLE  — morning,  .Sunday  and  weekly  — 
started  1865  — independent- — pages  iz  to  16  daily;  36 
Sunday  — weekly  1874,  16  pages  — size  17  x 23 — 
dailv  circulation  over  68,000  — Sunday  ov'er  75,000  — 
weekly  over  27,000.  Harper’s  Magazine  says  ; “ 'I  he 
San  trancisco  Chronicle  is  the  most  important  news- 
paper on  the  Pacific  Coast  — one  of  the  few  in  the 
United  States  that  may  be  said  to  stand  in  the  front 
rank  of  American  journalism.”  Chas.  Keilus  & Co. 
(Inc.),  Clothiers,  say:  “ We  are  advertising  in  several 
papers,  but  consider  the  Chronicle  far  superior  to  the 
others  for  our  line.”  Buckingham  & Ilecht,  mfrs. 
and  dealers  in  shoes,  say;  “ We  believe  that  the  quality 
and  quantity  of  the  circulation  of  the  San  Francisco 
Chronicle  are  such  as  to  make  it  rank  first  on  the 
Coast  as  an  advertising  medium.’* 


Colorado 


Del  Nonte 


DAILY  ENQUIRER  was  established  in  1892 — it 
is  the  only  daily  paper  published  in  Southwestern 
Colorado,  excepting  one  at  Durango,  300  miles  distant 
— it  has  a larger  circulation  than  all  other  papers  in 
this  section  combined.  It  is  four  pages,  13  x 17.  $6 

per  year.  13  ems  column  width  — no  extra  charge  for 
cutting  rules  and  running  cuts  — no  wood  bases  ac- 
cepted. John  H.  Bloom,  Manager. 


Connecticut 


Hartford 


TIMES  — daily  — started  1841  — page  23  x 17^ 
inches,  1764  lines  to  page,  nonpareil  measure.  Col- 
umn 21  inches  long,  2^4  inches  wide.  Subscription, 
$8.  Largest  circulation  of  any  daily  paper  published 
in  Connecticut,  and  larger  paid  circulation  than  all  the 
daily  papers  published  in  Hartford.  Also  Semi-Weekly 
Times,  changed  Jan.  i,  1896  from  Weekly  Times, 
which  was  started  1817.  Advertising  rates  on  applica- 
tion. 


District  of  Columbia 


Washington 


DAILY  TIMES  — mornin|^,  evening,  Sunday  — 
political  (Democratic)  and  business  newspaper — has  a 
daily  circulation  of  between  30,000  and  35,000  — Sun- 
days 24,000  — admittedly  largest  in  the  city  — type  size 
of  page  21 X 15^^  — column  2]^  x 21^-  extra 
charge  for  cutting  rules  or  for  outline  cuts.  Weekly 
edition,  8 pages,  issued  Saturday.  Stilson  Hutchins, 
Editor  and  Publisher. 


Illinois 


Paris 


BEACON  — daily  except  Sunday,  evening  edition, 
semi-weekly,  Tuesday  and  Friday  — started  1848  — 
oldest  paper  in  Eastern  Illinois  — gives  general  and 
political  news  — Republican  in  politics  — circulation 
daily,  700  ; semi-weekly,  2500  — about  85%  of  the 
readers  in  Edgar  and  adjoining  counties  — size  of 
daily  except  Saturday,  4 page,  x 21^  — Saturday 
8 page,  15^  X 2iK  — semi-weekly,  8 page,  14^  x 19^ 

— columns  13  Pica  ems.  Can  use  zinc  etching  or  out- 
line cuts  — advertising  cuts  must  be  metal  base  — no 
extra  charge  for  use  — extra  for  cutting  column  rules 

— rates  on  application. 


Iowa 


Burlington 

HAWK-EYE  — daily  and  weekly  — morning  ex- 
cept Monday — political  (Republican),  family  and  busi- 
ness newspaper  — read  at  home  and  office — covers 
the  territory  within  75  to  loo  miles  of  Burlington  — 
established  1839  — circulation  daily  5,500  — weekly, 
9,000  — fyp6  size  of  page  2 1 ^ x 15^  — column  13  ems 
wide  — claim  for  daily  “ best  morning  newspaper  and 
largest  circulation  of  any  newspaper  published  in  anv 
city  of  the  same  inhabitants  west  of  Cleveland,  Ohio.** 


FOWLER’S  PUBLICITY 


974 


Fort  Hadison 


NKVVS  — daily  aiul  weekly  — successor  to  The 
Plaindealer  — only  morning  and  Sunday  daily  — popu- 
lation in  excess  of  10,000  — weekly,  established  1840  — 
<laily  1882  — only  Republican,  sound-money  paper  — 
daily  circulation  1763,  weekly  2319  — sworn  statements 
prove  daily  circulation  more  than  equals  combined  list 
of  contemporaries  — pages  2i}4  x 34  — columns  2^^ 
inches  w'ide  — no  type  or  cut  restrictions  — paper 
circulates  i)riucipally  among  protestant,  English 
speaking  class  — C.  I>.  Montgomery,  Publisher. 


Kansas 


Topeka 

CAPITAL  — daily,  8 pages,  Sunday  16  pages  — 
semi-weekly  8 pages  — every  Tuesday  and  Friday  — 
ycolumns,  21^  inches  long,  13  ems  pica  wide  — no 
extra  charge  for  cuts  or  cutting  column  rules  — pub- 
lished at  Topeka,  the  capital  and  chief  city  of  Kansas 
with  a population  of  45,000  — average  circulation  for 
each  issue  of  1896,  daily  10,249,  Sunday  ii»279,  semi- 
weekly, 15,570.  By  using  all  issues  of  the  Capital  an 
advertiser  can  thorovighly  cover  the  state  of  Kansas  at 
a moderate  cost.  Others  claim,  the  Capital  proves  the 
largest  circulation  in  the  state. 


Maine 


Rockland 


STAR  — morning,  except  Sunday  — straight  Re- 
publican newspaper  — circulation  exceeding  3,250 
copies  — type  size  of  page  18  x 24  — no  extra  charge 
for  cuts.  Only  daily  in  Knox,  Lincoln  and  Waldo 
Counties  which  contains  a population  of  81,000. 


Massachusetts 


Boston 


GLOBE  — morning,  evening,  Sunday  — political, 
family,  and  business  newspaper  — read  at  home  and 
office  — started  1872  — circulation  daily  188,091,  Sun- 
day 251,485,  high  water  mark  640,250 — about  65%  of 
readers  in  or  within  20  miles  of  Boston,  balance  in 
New  England  and  entire  country  — Type  size  of  page 
17x22,  column  2 X 22  — extra  for  cutting  column  rules 
and  for  cuts  — can  use  only  outline  cuts  — ads.  must 
be  in  8 p.  m.  for  morning,  10  a.  m.  for  evening. 


THE  HERALD  is  the  most  influential  and  power- 
ful newspaper  in  New  England.  It  reaches  the  middle 
and  upper  classes  and  has  never  catered  to  cheap  sen- 
sationalism, consequently  it  is  of  the  highest  value  as 
an  advertising  medium  — the  amount  and  kind  of  ad- 
vertising it  prints  is  its  best  recommendation  — a small 
extra  charge  is  made  for  cuts,  and  one  price  extra  for 
each  column  rule  cut.  Lines  13  ems  wdde,  320  to 
column,  8 columns  to  page. 


rUchigan 


Bay  City 


TRIBUNE,  8 pages  — Sunday  12  to  16  pages,  7 
columns  to  page  — length  of  column  20  inches  — No 
extra  charge  for  cuts  — Break  column  rules  10%  extra 
— The  Tribune  is  the  leading  daily  of  Northern  Michi- 
gan — has  a larger  circulation,  and  is  a better  paper 
throughout  than  any  publication  in  this  section  of  the 
state. 


Minnesota 


ninneapolis 

JOURNAL  — morning,  evening,  Sunday  — started 
1878  — 10  pages  regularly  and  12  to  24  as  demanded 
by  advertising  — size  of  type  page  16  x 22  — 7 col.  to 
page  — no  extra  charge  for  cuts  or  cutting  rules  — any 
cuts  used  provided  they  are  mounted  on  metal  — ad- 
vertising rates  based  on  circulation  of  35,000  but  daily 
average  for  1895  w^as  41,274  — Journal  has  always 
published  its  daily  circulation  and  filed  guaranteed 
statements  and  affidavits  as  to  correctness  of  same  — 
is  home  paper  of  the  Northwest  and  exceeds  all  others 
in  circulation  — is  leading  want  adv.  medium. 


TRIBUNE  — morning,  evening,  Sunday  — started 
1867  — average  daily  circulation  1895^  — terri- 

tory: Minnesota,  Western  Wisconsin,  Northern  Iowa, 
and  Nebraska,  North  and  South  Dakota  and  Eastern 
Montana  — type  size  page  x 22,  column  2^  x 22 
— no  extra  cfiarge  for  cuts  — no  position  advertising 
less  than  42  lines  high.  Carries  more  local  advertising 
than  any  St.  Paul  or  Minneapolis  newspaper  — never 
cuts  rates  and  is  considered  the  Twin  Cities  Greatest 
Daily. 


St.  Paul 


IMONKKR  PRESS — daily,  Sunday,  and  weekly 
— business,  lamily  and  political  — read  everywhere  in 
its  field,  comprising  M innesota.  Northern  Iowa,  West- 
ern Wisconsin,  North  and  South  Dakota  — Started 
1854  — Oldest  daily  in  the  Northwest  — reaches  the 
largest  number  of  people  of  ])urchasing  power  — Type 
size  of  page  16  x 21^  — of  column  2I/4  x 21^  — can 
use  shaded  cuts,  but  prefer  outline  cuts  — its  office  is  in 
its  own  modern,  fire-proof  building,  13  stories  high. 


New  Jersey 
Plainfield 


DAILY’  PRESS — afternoon  — independent  in 
politics  — circulates  in  the  most  progressive  and  rich- 
est suburban  territory  adjoining  New  York — Doubled 
in  size  and  thribled  in  circulation  and  advertising  in 
the  ten  years  that  it  has  been  published  — Circulation 
2,500,  bona  fide  — Thoroughly  covers  12  neighboring 
towns  with  correspondence  and  sale  of  papers  — Type 
size  of  page  13^  x 20  — column  2]/$  x 20  — No  extra 
charge  for  cuts,  but  must  be  of  solid  metal  — Weekly 
edition  known  as  “The  Constitutionalist”  — demo- 
cratic in  politics,  and  circulates  among  the  substantial 
agriculturalists  of  Union  County — size  of  weekly  same 
as  daily. 


Ontario 


Hamilton 


DAILY  AND  WEEKLY  TIMES.  Population 
50,000  — principal  manufacturing  city  of  Canada.  The 
Times  is  one  of  the  oldest  and  most  influential  news- 
papers published  in  the  Dominion.  It  has  a large 
circulation,  both  daily  and  weekly,  and  is  the  favorite 
family  paper  in  Hamilton.  It  also  circulates  largely 
throughout  Canada  and  the  United  States.  Specimen 
copies  or  estimates  for  space  promptly  furnished. 
Type  size  of  page  13J4  x 20  — column  2^  x 20  — can 
use  any  cuts.  No  extra  charge  for  cutting  column 
rules  or  for  cuts.  Address  Times  Printing  Co.,  Ham- 
ilton, Canada. 


London 


ADVERTISER  — daily  and  weekly.  Says  the 
Fourth  Estate:  “The  I.ondon  Advertiser  is  consid- 
ered by  those  competent  to  judge  the  best  paper  in 
Ontario  outside  of  Toronto.”  London  is  center  of 
the  most  fertile  and  smiling  farming  territory  in  the 
world.  It  lies  between  Niagara  and  Detroit,  and 
Great  Lakes  north  and  south.  Agricultural  garden  of 
the  continent  — 33d  year  — two  editions  daily  — 96 
column  weekly.  Combined,  they  cover  Canada’s  most 
progressive  section.  John  Cameron,  founder  and 
manager. 


South  Dakota 


Aberdeen 


STAR  — daily  and  weekly  — the  oldest  paper  in 
the  city  and  largest  circulation  — The  Ruralist  — our 
weekly  edition  for  general  circulation  has  the 
largest  paid  subscription  list  of  any  publication  printed 
in  the  Dakotas  — The  Star  is  six  columns  to  page  — 
width  of  column  13  ems  — Ruralist — 6 columns  — 
4 pages — 13  ems  — No  extra  charge  for  cutting 
column  rules  or  cuts  — Can  use  any  class  of  metal  base 
cuts. 


Sioux  Falls 


ARGUS-LEADER  — morning,  evening,  weekly  — 
Republican,  business  and  news  organ  of  South 
Dakota  — weekly  started  188 j,  evening  edition  started 
1885,  morning  edition  started  1892 — circulation  for 
1896  average  evening  2453,  morning  3227  — weekly 
27^  — about  75%  in  South  Dakota,  15%  in  Iowa, 
10%  in  Minnesota  — combined  daily  circulation  in 
1892,  2,364,  April  I,  1897,  5870  — type  size  of  page, 
15  X 22  — columns  22  x 2^^  — no  charge  for  cuts  — all 
kinds  used. 


Wisconsin 


nil  waukee 


SENTINEL  — every  morning  — Sunday,  Weekly, 
(Wednesdays)  — Republican  — daily,  8-10  pages  — 
Sunday,  16-24  pages  — weekly,  8 pages.  Pages  18 
X 24  — columns  21^  indies  — circulation,  daily, 
18,000,  Sunday,  22,000,  weekly,  24,000  — only  Englisli 
morning  paper  in  city  — population  260,000  — three 
English  evening  papers  — sends  out  editions  every 
liour  after  midniglit,  reaches  remote  parts  of  state 
aliead  of  Chicago  or  St.  Paul  papers — only  Milwau- 
kee paper  refusing  questionable  ads,  medical  or  other- 
wise — never  used  coupon  or  other  fake  schemes  — 


any  metal  cuts  or  matrices  — no  charge  for  cutting 
rules. 


Dailies,  Evening 

Connecticut 


New  Britain 


REC(9RI>  — daily  and  weekly  — business  and 
family  newspaper  — popular  one  cent  paper  — read 
by  everybody  — large  sales  on  street  and  thorough 
route  delivery  service  to  homes  — established  weekly, 
1858  — daily,  1892  — circulation  daily,  3.000;  weekly, 
1500  — largely  local  on  daily  and  throughout  country 
on  weekly  — type  size  of  page,  i6x  21  — column  2%  x 
21 — no  extra  charge  for  cuts  and  cutting  column 
rules — 4 page  paper  — no  ads  hidden  — all  live 
reliable  news  and  ads  — no  junk  matter  — the  peo- 
ple’s home  newspaper. 

New  Haven 


REGISTER.  Evening,  Sunday  and  Weekly. 
New  Haven’s  strongest  paper.  Established  1812.  A 
high-class  political,  family  and  business  newspaper. 
Circulation,  high  water  mark,  14,348.  Average  daily 
exceeding  io,ooo,  or  double  that  of  any  other  daily  2 
cent  paper  or  Sunday  paper  published  in  the  city. 
90%  of  the  circulation  within  10  miles  of  office,  and  in 
residential  districts  three  houses  out  of  four  take  the 
Register.  Daily,  10,  12,  and  16  pages;  Sunday  20  and 
24  pages.  The  largest  and  most  complete  mechanical 
equipment  in  the  State  of  Connecticut. 


California 


Sacramento 


SACRAMENTO  EVENING  BEE  has  credit  for 
the  largest  circulation  accorded  to  any  daily  published 
in  the  second  Congressional  district  of  California, 
which  has  a population  of  155,998,  and  the  publishers 
of  the  American  Newspaper  Directory  (1896)  guaran- 
tee the  accuracy  of  the  circulation  rating  accorded  to 
this  paper  by  a reward  of  $iooto  the  first  person  who 
successfully  assails  it.  — The  Evening  Bee  — 13  ems  — 
8 page  and  12  page  — 21^  inch  column  — 6 and  7 
columns  to  page  — The  Weekly  Bee  — Wednesdays 
— 12  page  — 8 columns. 


Delaware 


Wilmington 

EVERY  EVENING  AND  COMMERCIAL  — 
evening  except  Sunday — A family  newspaper  without 
objectionable  advertisements  — Type  size  of  page  18  x 
22  — columns  2^  x 22  — No  extra  charge  for  cuts  or 
cutting  column  rules — Metal  outline  cuts  only  — Its 
clean  advertising  columns,  and  its  circulation,  which  is 
more  than  double  that  of  any  other  daily  newspaper 
in  Delaware,  make  it  the  most  valuable  advertising 
medium  in  the  State  to  advertisers  of  reputable  goods. 


District  of  Columbia 


Washington 

STAR  — evening  — no  Sunday  — big  Saturday  issue 
instead  — established  F)ecember,  1852  — sworn  daily 
average  circulation  during  week  ending  April  19,  1S97, 
31.505  — a family  newspaper  — 12  to  24  pages  — size  17 
X 22  — covers  Washington  completely,  claiming  larger 
circulation  in  the  city  than  all  of  the  other  dailies  com- 
bined— goes  into  82^%  of  all  occupied  houses  in 
Washington  — cuts  and  guaranteed  positions  extra  — 
sells  10.000  lines  to  be  used  within  one  year  at  7}^  cents 
a line  — S.  H.  Kauffman,  Brest.,  C.  S.  Noyes,  Vice- 
Prest.  & Editor;  T.  W.  Noyes,  Asso.  Ed.,  Frank  B. 
Noyes,  Treas.  tK:  Bus.  Mgr. 


Illinois 

Alton 

SFNTINKL-DKMOCkA'I'  — J.  J.  Mclnerney, 
President  — leading  newspaper  of  Soutlicrn  Illinois  — 
one  of  the  best  advertising  mediums  of  the  Mississippi 
Valley.  All  objectionable  advertisements  excluded  — 
daily  covers  city  of  Alton  and  adjacent  villages  — 
Weekly,  Madison,  Macoupin,  Jersey  and  Calhoun 
counties. 


Decatur 


BULLF'1‘1  N — daily  and  weekly  — established  1885 
— independent  — circulation  over  1 ,400  daily  — 2,200 
weekly  — advertising  rate:  display,  first  insertion  10 
cents  per  inch;  each  succeeding  insertion  3 cents  in 
daily;  10  cents  first  insertion  and  6 cents  for  each  suc- 
ceeding insertion  in  weekly.  Reading  notices  5 cents 
per  line.  Sue  of  l)agc,  daily,  24  x 19  — 4 page  — 


FOWLICR'S  I’UHLICrrY 


975 


li  “* P'^KCh  type  ’li/c  of  pane 

If)  X 20%,  column  2‘-h  x 20“.^.  line  any  kinrl  ol  cuts  or 
cut  column  rules  williout  extra  ch.irKc. 

narylanti 

Baltimore 

N l'’\VS  cvenintj  cxcc|)t  Sunday  — jiublislu'd  by 
the  I’.venin^  News  I*ub.  C.'o.  201-205  I'-.ist  Baltimore 
St.  pp.  8 to  20  — size  of  page  17  x 24  — no  extr.i  charge 
for  cutting  column  rules  or  for  cuts  — circulation  over 
20,000  — 'I'he  News  occupies  a position  in  Hallimore 
similar  to  tli.it  ot  llie  I'.vening  l^ist,  New  York-- 
character  of  circulation  especially  attractive  to  best 
advertisers  because 'Pile  News  is  read  by  best  jieople 
and  reaches  the  homes  — progress  of  The  News  during 
past  lour  years  has  been  almost  remarkable  — paper 
sprung  from  a sheet  of  little  intluence  to  a newspaper 
of  power  in  one  of  the  most  intelligent  communities  in 
U.  S. 


Massachusetts 


South  Framingham 

NKW'S  — evening  — family  and  business  newspaper 
— strong  in  the  homes  — type  size  page  15J4  x 20  — 
column  234  X 20 — no  extra  charge  for  cuts  or  cutting 
column  rules  — use  any  cuts  or  type  consistent  with 
handsome  typography  — great  advertising  medium  — 
low  rales — our  field  has  40,000  population  — South 
Framingham,  great  railway  junction,  manufacturing 
and  trade  centers,  over  10,000,  and  rapidly  growing  — 
court,  state  arsenal,  state  normal  school,  New  England 
Chautauqua,  etc.,  here. 


nichigan 

Detroit 


JOURNAL  — evening  — four  editions  — Republican 
— established  1883  — averaged  daily  circulation  ex- 
ceeding 28,000  (second  largest  in  Michigan);  75%  of 
its  readers  within  60  miles  of  Detroit  — 8 pages,  8 
columns  to  page  — columns  2 wide  and  22  long  — no 
extra  charge  for  cuts  or  broken  columns  — the  only 
Republican  daily  of  general  circulation  in  a great  Re- 
publican city  and  strong  Republican  State  — the 
Journal  is  a clean,  bright,  home  paper, — best  market 
reports  — only  woman’s  page — only  clean  front  page. 


Missouri 


Kansas  City 

STAR — every  evening  except  Sunday  and  Sunday 
mornings  — independent — business  and  home  news- 
paper; circulation  — daily  and  Sunday  over  65,000  — 
larger  than  double  the  combined  output  of  all  other 
Kansas  City  daily  papers;  weekly  — Wednesdays  — 
exceeding  115,000.  Daily  8 to  12  pages  — Sunday  16 
and  20, — weekly  8 and  10.  7 columns,  22  inches  deep, 
2%  wide — No  extra  charge  for  cuts  or  cutting  column 
rules.  Very  black  cuts  prohibited. 

New  Hampshire 
Nashua 


TELEGRAPH  — daily  and  weekly  — political, 
family,  and  business  newspaper  — daily  goes  into  four 
out  of  five  homes  in  the  city  — weekly,  state,  and 
county  — Official  county  paper  — daily  started  in  1869 

— weekly  in  1832  — daily  circulation  3,000  — weekly 
1,800  — daily  and  weekly  cover  Southern  New  Hamp- 
shire— type  size  of  page  isK  x — column  2^4  x 
20%  — metal  cuts  used  only  — no  extra  for  cutting 
column  rule  — no  extra  for  cuts  — no  type  restrictions 

— no  liquor  ads  accepted  — daily  published  every  day 
except  Sunday  — weekly  on  Fridays. 


type  mze  of  p.age  15^x21  loluimi  m pic.is  or 
234  X 2 1 - no  extra  lor  cutting  cfdumn  rulcn  or  tor  cuts 
no  type  restrictions. 

Newark 

Nl'AVS  — every  evening  except  Sunday  indc- 
jiendent  — stalled  1883  — type  si/c  ot  page  13^.;  x 
23H— width  of  toIuiTin  23^  iiu. lies  — use  any  kind  of 
cuts  except  solid  back — no  extr.i  charge  lor  cutting 
column  rules  a high-class  general  nesssjiaper  with 
double  the  circulation  of  any  Siind.iy  and  treble  that 
of  any  daily  in  the  st.ite,  and  only  exceeded  by  one  or 
two  in  tile  IJniteil  States  in  the  class  of  two  cent  after- 
noon newspajiers  — very  large  advertising  busines.  at 
good  rates,  and  prints  from  10  to  16  j)p.  every  day  — 
net  circulation  for  February,  1897,  38,053. 


F^aterson 


PRESS  — daily  and  weekly  — daily  evenings  except 
Sundays  — KepuGlican  in  politics  — family  and  busi- 
ness newspaper  — circulates  in  home  and  office  — 
established  1863  — readies  the  best  class  of  people  in 
the  city  of  purchasing  power,  and  all  flic  small  towms 
and  villages  in  tlie  vicinity  — no  extra  charge  for  cut- 
ting columns  nor  for  inserting  cuts  Milli  metal  bases  — 
no  w'ood  bases  used  — type  size  of  page  20%  x 15^  — 
width  of  column  2%  — weekly  pubhslied  Tliursdays. 


New  York 


Albany 

TI MES-UN  ION  is  published  every  week  day  even- 
ing— four  editions  every  afternoon  — first  one  at  noon 
to  catch  early  p.  m.  trains  to  carry  the  papers  to  every 
village  and  town  along  railroads  running  out  from 
Albany  — prints  4,  6,  8,  or  16  pages  as  demand  for  ad- 
vertising space  may  require;  tries  to  keep  down  to  4 
pages  daily  — size  of  page  18  x 24  ; eight  columns  to  a 
page  — Minion  for  news,  Previer  for  editorial,  Non- 
pareil and  Agate  for  advertisements  — advertising  rates 
5^50  a year  e.  o.  d.  per  inch  run  of  paper ; 50%  extra  for 
special  position  and  still  50%  more  for  any  width  of 
advertisement  other  tlian  single  column  measure  — a 
certain  class  of  advertisements  refused  admission  to 
our  columns.  The  Times-Union  is  a home  newspaper. 
The  Times-Union  makes  advertising  contracts  on  this 
basis:  that  its  paid  circulation  is  greater  than  the  com- 
bined circulation  of  all  the  other  Albany  dailies. 
James  C.  Farrell,  Husiness  Manager. 


Brooklyn 

EAGLE  — published  every  day,  including  Sunday 
— daily,  afternoon,  two  editions  — Sunday,  morning. 
12  to  16  pages  daily  — 24  to  32  pages,  Sunday.  .Size 
.of  page  iS%  X 2434  — pages  7 columns  wide  ; columns 
32  agate  ems  wide;  310  agate  lines  in  length.  Cuts  all 
kinds,  no  extra  charge,  except  for  those  which  contain 
letters  or  type,  when  double  price  is  charged  for  these 
letters,  only,  where  the  letters  are  in  excess  of  two 
lines.  No  extra  charge  for  cutting  column  rules. — 
Double  column  ads  must  be  75  lines  in  depth,  triple 
150  lines  deep,  four  or  more  full  columns. — Display 
type  is  now  used  subject  to  advance  price  as  above  for 
anything  in  excess  of  a two-line  letter. 


Jamestown 


JOURNAL  — evening,  a clean,  reliable,  and  pros- 
perous home  newspaper  — established  as  a weekly 
1826  — daily  since  1870  — read  in  nearly  every  home  in 
Jamestown,  a live,  manufacturing  city  of  25,000  in- 
habitants— owns  its  building,  is  set  upon  linotypes, 
and  printed  on  perfecting  press  — No  extra  for  cuts  or 
breaking  column  rules  — No  objectionable  advertising 
accepted — Type  size  page  15^  x 20  — column  2^5  x 
19^ — Also  a semi-weekly  edition  with  4,300  advance 
paying  country  subscribers. 


weekly  ISX22.  8 p.ige  - 

d.Ue  just  as  it  oci  uis.m)  l.ir  .is  the  sunlight  ol  jusliie 
peuetr.ites,  and  the  rccci>livily  ot  the  public  mind  will 
.ulniil. 


Chica>!:o  

DAIIA  Nl’AVS  I’.vcry  evening  except  Sunday. 
Independent  political,  high-grade  evening  newspaper. 
.Average  daily  circulation  lor  the  month  ol  March, 
1897,  226,392  copies,  exclusive  of  exclianges  and  all 
unsold  papers.  Circulation  mainly  in  Chicago  and 
imniedialely  surrouniling  territory.  From  8 to  16 
jiages,  7 columns  It)  the  page.  Adverlising  rate  for 
display  45  cts.  per  line,  subject  to  liberal  discounts  for 
contracts.  Victor  1'.  l.awson.  Fditor  and  1‘ublisher. 


Ottawa  

RF.PlMiLlCAN-d'IMI'.S  consists  of  the  Ottawa 
Republican  establislicd  1843  — the  leading  Republican 
i.iper  in  the  country  for  50  years,  and  the  Ottawa 
)aily  i'ime.s,  tlie  first  daily  paper  established  in  the 
county  (1877),  also  Republican,  and  also  a weekly. 
These  papers  were  consolidated  in  1890.  'liie  consoli- 
dation gave  the  weekly  the  largest  circulation  in  the 
county.  The  daily  circulation  now  is,  we  believe,  the 
largest  in  the  city,  which  is  the  county  seat  of 
the  second  county  in  Illinois.  Our  circulation  of  the 
w'eekly  is  the  largest.  Tliis  fact  is  undisputed.  Sapp 
& Nattinger,  Publishers,  723  and  725  La  Salle  St. 


Indiana 


Crawfordsville 


JOURNAL  — daily,  evening  — founded  1S87,  aver- 
age circulation  for  entire  year  1896,  1446  — type  size 
of  page  21  X 18,  column234x2i  — four  pages  — weekly 
)rintedon  Friday  — founded  184S  — average  circulation 
or  entire  year  1896,3415  — type  size  of  page  2ox  1334 
— column  2*4  X 20,  12  pages,  extra  charge  for  position 
but  not  tor  cutting  column  rules  or  cuts  — only  metal 
base  cuts  used  — Rowell  guarantees  circulation  to  be 
largest  in  Ninth  Congressional  District  for  1895  and 
1896. 


Terre  Haute 


GAZETTE  — daily  and  weekly  — daily  enlarged 
with  special  features  on  Saturdays  — Printed  for  every- 
body. Special  attention  given  to  the  tastes  of  women. 
Started  1869  — Circulation  daily  through  the  week 
over  4000  — Saturdays  over  5000  — Rated  largest  cir- 
culation by  Rowell  on  detailed  statement  — Type  size 
page  15^x21^ — column  234.  No  extra  charge  for 
cutting  column  rules  or  for  cuts — Outline  cuts  — Fast 
perfecting  press  — Leased  wire  Associated  Press 
report. 


Louisiana 

Shreveport 

CAUCASIAN — daily,  Sunday,  weekly — the  peoples’ 
aper  — always  newsy  and  reliable  — the  latest  news 
y Associated  Press.  The  best  features  of  the  Ameri- 
can Press  Association.  Width  of  columns  2 3^,  length 
— The  Caucasian  is  thoroughly  progressive  and  its 
success  indicates  that  it  is  appreciated  by  the  people. 
It  leads  on  all  public  questions,  in  material  develop- 
ment and  the  upbuilding  of  the  city  and  country — It 
is  clean  in  tone,  fearless,  conser\’ative,  consistent,  an  i 
strictly  a Democratic  organ — No  advertisements  of 
doubtful  character,  or  unpleasantly  suggestive  can 
secure  space  in  its  columns. 


riaine 


Portland 


EXPRESS — evening — Republican  — a family  paper 
— enterprising  and  up  to  date  — but  not  sensational  — 
established  1882  — largest  daily  circulation  in  Portland 
or  State  of  Maine  — daily  average  for  1896,  6171. 
Weekly  express  1205,  detailed  information  furnished 
on  application  — 90%  of  circulation  goes  to  regular 
subscribers  by  carriers  or  mail  — type  size  of  page 
17x22  — column  13  ems  pica  wide  20  inches  long  — 
can  give  more  publicity  for  the  money  than  any  other 
daily  in  Portland — used  by  all  the  leading  local  adver- 
tisers. 


Manitoba 


Winnipeg 

TRIBUNE  — daily  and  weekly  (Thursdays)  — 
established  1890 — leading  paper  of  the  Canadian 
Northw'est  — combined  circulation  of  daily  and  weekly 
Tribune  is  larger  than  combined  circulation  of  any 
other  daily  and  weekly  or  semi-weekly  paners  pub- 
lished in  Canada,  west  of  Lake  Superior  — daily  8 to 


New  Jersey 


Asbury  Park 

EVENING  NEWS  — except  .Sundays  and  holidays 
— oldest  daily  on  northern  New  Jersey  coast  — estab- 
lished 1890  — circulation  1896,  averaged  2,500  daily  — 
purely  local  newspaper  — type  size  of  page  15%  x 22, 
column  2i^g  X 22  — no  extra  charge  for  cutting  column 
rules  or  for  metal  base  cuts  — can  use  most  any  cuts, 
except  “toned”  by  noon  ; small,  classified  ads  taken 
until  2 o’clock.  Rates  reasonable  ; estimates  cheer- 
fully furnished. 


Camden 


REVIEW  — every  ev'ening  (except  Sundays  and 
holidays)  — political,  family,  and  business  newspaper 
— the  only  Democratic  daily  published  in  a city  of 
65,000  and  circulation  extending  to  every  seaside  resort 
and  town  in  Southern  New  Jersey.  Established  1889 


Long  Island  City 

STAR  — daily  and  weekly,  Long  Island  City,  N.  V., 
and  daily  and  weekly  Greenpoint,  17th  Ward,  Brooklyn 
— established  1865  — combined  circulation  12,000  a 
week  — the  territory  covered  by  the  four  editions  of 
the  Star  comprises  six  miles  of  Long  Island  River 
front,  situated  opposite  the  heart  of  New  York  City. 
Long  Island  City  is  the  county  seat  of  Queens  County, 
and  terminus  of  all  the  Island  railways  — everybody 
reads  the  Star. 


Newburgh 

THE  REGISTF^R  has  passed  the  looth  year  of  its 
continuous  publication,  being  established  as  a weekly 
in  1796 — During  all  that  time  it  has  been  held  in  the 
highest  esteem  by  adv’ertisers  and  readers  — The  oldest 
inhabitant  and  the  latest  comer  each  swear  by  it  and 
consider  it  an  indispensable  adjunct  to  their  daily  lives 
— It  is  the  only  six-page  paper  published  in  this  city, 

I and  sells  for  one  cent  — It  is  likewise  the  largest  paper 


976 


in  this  vicinity  and  contains  more  news,  more  adver- 
tising, both  local  and  foreign,  than  any  of  its  con- 
temporaries— The  daily  covers  the  City  of  Newburgh 
and  the  outlying  towns  with  a circulation  of  3,500  and 
over,  which  is  constantly  on  the  increase  — The  semi- 
weekly circulates  in  Orange  County  and  adjoining 
counties,  and  1.800  each  issue  are  sent  to  paid-in-ad- 
vance subscribers — No  Sunday  issue  — Semi-weekly 
issued  on  Tuesdays  and  Fridays.  Size  of  type  page 
18  X 21%  inches.  Column  length  inciies  — no 

extra  charge  for  cuts  or  cutting  column  rules — Use  all 
class  of  cuts  except  half-tones  — rates  low  for  the 
quality,  and  sample  copies  and  further  information 
cheerfully  furnished  upon  application. 


New  York  City 

COMMERCIAL  ADVERTISER  — established 
1797  — oldest  afternoon  paper  published  in  New  York 
— circulation  50,000  — size  of  page  (type;  15H  x 21  — 
column  13  ems  pica  — 296  agate  lines,  21  inches  — can 
use  any  cuts  that  can  be  stereotyped  — has- presses  — 
no  extra  charge  for  display  type  or  cuts,  and  none  for 
broken  column  rules  except  when  the  ad  is  less  than 
50  agate  lines  deep,  in  which  case  25%  extra  will  be 
charged  — four  editions  each  day  — political,  news, 
family,  and  business  paper. 


EVENING  JOURNAL— popular,  political,  and 
home  paper  — circulation  180.000,  mostly  in  New  York 
and  vicinity  — started  Sept.  28.  1896  — type  page  1554  x 
20  — column  27  X 20  — no  extra  charge  lor  cuts, 
double  column  or  display. 


EVENING  POST  — daily  except  Sunday  — family 
and  business  newspaper  of  highest  class  — politics 
independent  — circulation  3 months  ending  January  15, 
1897,  25,491  copies  per  day  — 80%  in  New  York  and 
suburbs — contains  more  advertising  than  any  other 
evening  newspaper  in  New  York.  Doubtful  or  dis- 
agreeable advertising  prohibited  — rate  20  cents  agate 
line  run  of  paper  — 50%  extra  for  breaking  rules,  or 
illustrations  — columns  2j\  inches  wide  — 290  agate 
lines  deep — book  display  types,  etc.,  on.  application. 
— Type  size  of  page  16^  x 207. 


MAIL  AND  EXPRESS  — “The  Leading  Even- 
ing Newspaper,’’  A conservative,  high-class  home 
and  business  men’s  newspaper  — No  Sunday  issue  — 
circulates  largely  among  the  best  class  of  families  and 
business  men  in  New  York  City  and  vicinity.  Type 
size  of  page  20^  x i6}4i  column,  20%  x 2^  — no  extra 
charge  for  cuts,  display,  or  breaking  column  rule  — 
for  broken  column,  space  must  equal:  50  lines,  two 
columns;  100  lines,  three  columns;  150  lines,  four 
columns.  Ads.  to  go  in  all  editions  must  be  received 
before  1 r a.  m. 


Ohio 


Cleveland 


WORLD  — evening,  Sunday  — started  1888  — cir- 
culation— daily  40,936  — Sunday  43,728  — high  water 
mark  61,286  — leading  Republican  evening  journal  of 
Ohio  — Sunday  World  best  one-day  medium  in  Cleve- 
land— the  World  reaches  the  best  and  buying  classes 
— type  size  of  page  14H  x 2oJ^,  column  2%  x 20J4  — 
can  use  any  cuts  — no  extra  charge  for  cutting  column 
rules  or  cuts  — no  type  restrictions. 


Columbus 


DISPATCH  — evening — independent,  — started 
1871  — read  by  all  classes,  business  men,  professional 
men,  artisans  and  farmers  all  through  the  central  and 
western  portion  of  State. — Recognized  home  paper  in 
this  section  — circulation  exceeding  any  other  daily 
published  in  Ohio,  outside  of  Cleveland  and  Cincinnati 
— type  size  of  page,  18  x 2 1 54,  column  width  21^. — 10 
to  24  pages,  8 columns  to  page  — no  extra  charge  for 
cutting  column  rules  or  for  cuts  — can  use  any  cuts. 


Mansfield 


SHIELD  — evening  and  Sunday  morning  — semi- 
weekly Tuesday  and  Friday  — established  1818  — 
political,  family,  news — Circulation  of  daily  2,500,  semi- 
weekly 2, goo  each  issue  7 column  quarto — column 
2^  X 21  inches  — no  extra  for  cuts  or  cutting  rules — 
can  use  only  outline  cuts,  metal  bases,  as  we  stereo- 
type all  forms.  Lest  medium  in  Richland  County. 


Harion 


STAR  — daily  8 pages,  weekly  12  pages  — 7 
columns  to  page — 13  ems  to  column  — will  use  metal 
base  cuts  without  extra  charge  — don’t  object  to  cutting 
one  column  rule  — daily,  every  evening  except  Sunday 
— weekly  every  Saturday  — daily  exceeds  2,300  — 
honest  — weekly  exceeds  1,850  — that’s  honest  — no 
others  to  compare  — information  on  application. 


FOWLER’S  PUBLICITY 


Painesville 


EVENING  TELEGRAPH  — daily  except  Sun- 
day— started  in  1800 — only  daily  in  Lake  County  — 
Republican  — circulation  1,100  — type  size  of  jiage 
15%  X 2 1 K — use  cuts  except  half-tones  — no  extra  lor 
cutting  column  rules  or  for  cuts. 


Piqua 

CALL  — evening  except  Sunday — Republican 
family  newspaper  — clean  in  every  particular  — 
established  1883  — sworn  circulation  exceeds  1,700 
daily  — only  paper  in  Senatorial  District  receiving  a 
wire  report  — type  size  of  page  13^  x igH  — column 
254  X 19%  — no  charge  for  cutting  column  rules  — no 
extra  charge  for  metal  cuts. 


Zanesville 


SIGNAL  — daily  — evening  — except  Sunday  — 
political  — all  city  and  county  news  a specialty  — all 
general  news,  markets,  and  general  business  newspaper 
— started  1878  — circulation  2,300  — 90%  of  circula- 
tion in  this  city  and  county  — type  size  1354  x 20  ins. 
cols.  2%  ins.  wide  x 20  ins.  long,  6 cols,  to  page  — 8 
pages  — metal  base  electrotyped  cuts  used  — VVeekly 
Signal  in  two  editions,  Monday  and  Thursday  morning. 
Weekly  started  1864,  general  newspaper  — adv.  con- 
tracts made  for  but  one  edition — circulation  4,800. 
Information  on  application. 


Pennsylvania 

Philadelphia 

CALL  — afternoon  daily  except  Sundays  — a family 
newspaper  — a paper  for  the  office  and  the  home  — a 
paper  for  men  and  w'omen  — no  objectionable  or  sug- 
gestive advertising  inserted  — a paper  as  clean  in  its 
advertisements  as  in  its  news  — a safe  paper  for  family 
reading  — All  the  leading  advertisers  in  Philadelphia 
patronize  it  — All  the  newsdealers,  newsboys  and  news 
companies  sell  it  — All  the  carriers  carry  it  — A home 
newspaper,  that  is  all. 


ITEM  is  one  of  the  four  dailies  in  the  United 
States  regularly  exceeding  190,000  daily  and  215,000 
Sunday.  It  owns  and  operates,  every  day,  five  of 
R.  Hoe  & Co.'s  Quadruple  Presses,  with  a combined 
capacity  of  300,000  copies  per  hour.  The  Item  has 
admittedly  more  circulation  than  all  the  other  after- 
noon papers  in  Philadelphia  put  together.  Rates 
reasonable.  “The  Most  For  The  Money”  of  any 
Philadelphia  paper. 


Pittsburg 

LEADER  — evening  and  Sunday  — independent  in 
everything  — great  home  journal — started  in  1864  — 
only  2-cent  evening  paper  in  Pittsburg:  — circulation 
daily  25,872 — Sunday,  34.967  — 60%  within  25  miles 
radius  of  Pittsburg  — almost  all  in  western  Penna. , 
Eastern  Ohio,  and  West  Virginia  — daily  8 to  16  pages 
— Sunday  24  to  32  pages  — size  of  page  17  x 22  — 
column  254  X 21  — no  extras,  except  guaranteed  posi- 
tion. 


PRHISS  — also  Sunday  morning  — Pittsburg's  pro- 
gressive paper  — established  12  years  — now'  at  head  of 
Western  Penna.  dailies  — its  news  and  telegraphic 
columns  filled  w'ith  fresh  and  reliable  news  — advertis- 
ing columns  contain  the  names  of  leading  business 
firms  of  Pittsburg  and  vicinity  and  the  cream  of  foreign 
advertisements  — .Sunday  Press  best  featured  paper 
west  of  the  mountains  — type  size  of  page  21H  x 15H 
— column  254  X 21^  — no  extra  charge  for  cutting 
column  rules  or  for  cuts  — objectionable  ads  not 
accepted — for  rates  apply  to  Pittsburg  Press  or  S.  C. 
Beckwith  Special  Agy.,  Tribune  Building,  New  York. 


Scranton 


TRUTH  — independent  afternoon  daily  — publislied 
in  a city  of  103,000  iiopulation,  as  ascertained  by  the 
Hoard  of  Trade  — Truth  was  started  in  1884,  circula- 
tion over  14,000,  mostly  delivered  by  carriers  at  the 
homes  of  subscribers  (or  10  cents  a w'eek  — largest 
daily  circulation  in  Pennsylvania,  outside  of  Philadel- 
phia and  Irittsburg  — Head  by  all  classes  — type  size  of 
page  16  X 2ii% — column  2%  or  13  ems  — no  extra 
charge  for  cutting  column  rules  or  for  cuts — Barrett 
Sl  Jordan,  Proprietors. 


Quebec 

Montreal 


LA  PRKSSE  — daily  evening  — family  and  busi- 
ness newspaper  — read  by  men  and  women  — Sworn 
circulation  over  53,000  daily  — The  largest  circulation 
in  Canada.  I.argest  circulation  of  any  French  news- 
paper published  in  America  — 8 pages  daily  — 16  pages 


Saturday  — Type  size  of  page  2i?i  x 15H  — column 
2 wide  — no  extra  for  cutting  column  rule  — no  extra 
for  cuts  — no  advertisements  on  first  or  last  page  — 
advertisements  must  be  in  before  10  a.  m.  — rates  on 
application. 

Vermont 


Burlington 

NEWS  — evening  — family,  business  and  political 
newspaper  — 4 and  8 pages  — 7 and  8 columns  to  page 
— size  of  printed  page  18x22 — columns  2^4x22  — 
average  circulation  i8g6,  4113  — goes  to  more  than  % 
of  the  homes  of  Burlington  — about  50  per  cent,  of 
readers  in  Burlington  and  suburbs  — 95%  in  and  within 
50  miles  of  the  city — printed  on  perfecting  press  — 
only  outline  cuts  used — no  extra  charge  for  cuts. 


Wisconsin 


Milwaukee 


JOURNAL  — evening  and  weekly  — less  than  1,000 
copies  of  15,000  daily  circulation  sold  on  the  street — one 
third  more  carriers  than  any  other  daily  paper  in  the 
city — post  office  receipts  for  three  years  past  show 
circulation  of  weekly  over  14,000  — size  of  page  7 
columns  — length  of  columns  22  inches  — width  of 
columns  2^  inches  or  13  ems  pica — no  extra 
charge  for  breaking  column  rules  or  lor  using  cuts 
except  those  known  as  medical. 


Dailies,  Morning 

California 


Los  Angeles 

TIMES  — every  morningin  the  year  — ^vorn  circu- 
lation 1896,  18,091  daily  average  — no  newspaper  in  its 
field  approaches  it  in  character,  circulation  or  influence, 
size  from  10  to  16  pages  daily  — 30  to  36  pages  Sunday 
— independent  Republican  in  politics  — size  of  page 
17  X 25  — width  of  column  2^  inches,  length  of  column 
21  inches — no  extra  charge  for  cuts  and  cutting 
column  rules — no  excessively  black  faced  cuts  ad- 
missible— a splendid  specimen  of  the  advanced,  pro- 
gressive, high-class  American  newspaper.  Harrison 
Gray  Otis,  editorand  general  manager.  L.  E.  Mosher, 
business  manager. 


Sacramento 


RECORD-UNION  — every  day.  Sundays  included 
— independent  in  politics  — the  paper  ot  all  others 
w'hich  reaches  the  homes  in  the  great  Sacramento 
Valley  — circulation,  daily  7,500  — weekly,  8,000  — 
the  cleanest  and  best  edited  paper  in  California  — 
type  size  of  page  1554  x 2i54 — column  2H x 2154  — 
lias  been  published  continuously  since  1851  — first  as 
the  Union  and  consolidated  with  the  Record  in  1875  — 
only  morning  paper  published  at  the  capital  of  the 
State  of  California.  I'lie  S.  C.  Beckwith  Special 
Agency,  Tribune  Building,  New  York,  The  Rookery, 
Chicago. 

San  Francisco 


CALL — published  every  morning — daily  16  pages 

— Sunday  26  to  32  pages — started  1856 — Republican 

— editorial,  general  and  local  departments  unexcelled 

— circulates  over  50,000  copies  daily  — a great  home 
journal,  eliminating  from  its  columns  sensational  slush 
and  degrading  topics  — type  size  of  page  15^  x 2oH 

— column  254x20%  — no  reasonable  type  or  cut 
restrictions  in  ads  — cutting  of  column  rules  25% 
additional  — lottery  ads  prohibited. 


Colorado 


Colorado  Springs 

GAZETTE  — daily  and  Sunday — political,  family 
and  business  newspaper  — started  1872  — circulation, 
daily  3,100 — Sunday  3,600,  in  Colorado  Springs  and 
vicinity,  and  in  Cripple  Creek  mining  district  — type 
size  of  page  21  x 15%  — column  2%  — no  extra  charge 
for  cutting  rules  or  for  cuts — ads  must  be  in  for 
daily  by  10  p.  M.aiul  special  ads  for  Sunday  by  pre- 
ceding Thursday  — can  use  any  cuts.  'I'he  Colorado 
Springs  Gazette  Jhib.  (.'o.  KIcK.  Barbour,  Secy. 


Denver 


REPUBLICAN  — morning — 7 daysa  week — type 
size  of  page  18x21%  — column  2)4  x 21 54  — nn  extra 
charge  for  cuts  or  cutting  column  rules  — outline  cuts 
preferred — 12  pages  daily — 24  pages  Sunday — 1895 
circulation  23,382  daily,  32,329  .Snnuay  - - 'I'he  Denver 
Republican  carries  more  advertising  than  any  other 
Denver  daily — 'I'he  newspaper  that  gets  the  advertis- 
ing must  have  the  circulation  of  most  value  to  the  ad- 
vertiser. 


FOWLKK’S  FUIHJCITV 


977 


ROCKY  ^^OUNTAIN  NEWS —morning  — 7-(lAy 
tliily  .iml  weekly  — political,  lamily.  ami  hvisincHs 
newspaper oldest  paper  in  t*olorado  cstablishecl 
iS5t>  average  <laily  circulation  tor  i8i/),  25,718 
Sunday,  32,858  — 8-page.  ()-coluinn  with  21  pages  on 
Sundays  — column  2i-'8  inches  and  13  eins  witle  n > 
charge  for  cutting  rules  or  lor  cuts  — but  position 
cliarged  tor  — circulation  covers  tlie  entire  Rocky 
Mountain  region  — is  the  only  indepemlent  daily  in 
Denver  and  the  i)opular  and  recugni/.ed  organ  of 
Western  jieople  — progressive. 


Connecticut 


Bridgeport 


UNION  — morning  except  Sunday  — independent 
■family  and  business  newspaper — read  at  home  and 
office  — started  iSqi  — circulation  8,000  — three-fourtlis 
circulatitin  delivered  in  the  city  by  carrier  — one-fourth 
in  surrounding  towns  — type  size  of  page  17x20  — 
column  2^8  X 20  — no  extra  charge  for  cutting  columns 
or  for  cuts — no  type  restrictions  except  on  first  page, 
where  no  ads.  are  allowed  — metal  base  cuts  or 
matrices  used  — ads  must  be  in  by  8 r.  m. 


Georgia 


Griffin 


NEWS  AND  SUN  — morning  and  weekly  — lead- 
ing paper,  both  in  politics  and  news  of  middle  Georgia 
and  one  of  leading  papers  in  state  — started  1S71  — 
actual  steady  circulation  daily  800,  weekly  2,100  — 
about  So%  of  readers  in  Spalding  and  eight  adjoining 
counties  — nearly  all  balance  inside  state  — type  size 
of  page,  daily,  15K  x 20 — 22,  weekly  13^  x 20,  column 
^54  X 20  — 22  — no  extra  changes  — can  use  any  cuts 
— voluntary  endorsements  of  great  general  advertisers 
sent  witli  sample  copies,  free. 


Illinois 


Bloomington 


PANTAGRAPH  — morning,  except  Sunday,  and 
weekly  — family  newspaper  — Republican  — started 
1846 — average  proved  circulation,  daily  5,850 — weekly 
•6,231  — covers  thoroughly  ten  counties  of  central 
Illinois  — only  morning  paper  in  this  territory  — type 
size  of  page  13^x21 — column 2^  wide  — no  extra 
for  cutting  column  rules  or  for  cuts — has  been  under 
one  ownership  27  years  — has  never  used  “plates”  or 
readymade  news  matter  of  any  kind. 


Chicago 


RECORD  — Every  morning  except  Sunday.  In- 
dependent political,  family  newspaper.  Special  prom- 
inence given  to  matter  for  women  and  the  home. 
Circulatton  — daily  average  for  the  month  of  March, 
1897,  — 203,648  copies,  after  deducting  all  exchanges 
and  unsold  papers.  Circulation  in  Chicago  and  the 
territory  tributary  to  it.  Started  in  1881.  From  12  to 
16  pages,  7 columns  to  the  page.  Advertising  rate  for 
display  30  cts.  per  line,  subject  to  liberal  discounts  for 
•contracts.  Victor  F.  Lawson,  Editor  and  Publisher. 


TIMES-HERALD  — morning,  daily  and  Sunday 
— political,  independent,  family  and  business  news- 
paper— read  at  home  and  at  office  by  all  classes  — 
Consolidation  of  Times  (established  1844)  and  Herald 
(established  i88t)  — Circulation,  70,000  daily  — Sun- 
day, 110,000 — Type  size  of  page  16^  x 21%  — column 
2}^  X 21%  — No  extra  charge  for  cuts  or  breaking 
column  rules  — Outline  cuts  used  exclusively. 


TRIBUNE  — morning,  daily  and  Sunday,  family 
newspaper  — maintaining  a high  standard  in  all  depart- 
ments of  newspaper  making — the  most  liberally^  pa- 
tronized advertising  medium  west  of  New  York  City  — 
daily  12  to  16  pages,  Sunday  40  to  52  pages — charges 
extra  for  cutting  column  rules  and  for  cuts  — can  use 
any  kind  of  cuts  except  fine  half-tones  — page  under 
rules  21^x16^ — column  width  inside  rules  a little 
less  than  27  ems  Nonpareil  makes  2^^. 


Indiana 


Bedford 


DE^^IOCRAT  — morning,  weekly  — political, family 
and  business  newspaper — started  1872  — circulation, 
1,000 — weekly  2,000,  read  by  all  operators,  superin- 
tendents, foremen  of  the  great  stone  quarries  and 
business  men  of  near  this  city  and  farmers  of  the 
county — the  only  home-print  daily  in  the  city  — type 
size  of  page,  daily  13  wide,  20  long  — type  size  of 
weekly,  20  wide,  26  long — no  extra  charge  for  cuts  or 
cutting  column  rules. 


[Evansville 


(.'( )U  RI  I'.R  - murninc.  d.iily  and  Sunday  also 
weekly — 'I'lic  only  English  daily  and  Sunday  Demo- 
cratic paper  in  1 mtiana  south  ol  Indianapolis  largest 
circulation  ot  anv  Indiana  paper  outside  Indianapolis 
— established  1S45  — incorporated  1895  — reaches  a 
iarge  section  ot  countryin  Indiana.  Illinois,  Kentucky, 
and  'rennesseo  — 7 column  quarto  — 8 pages  daily  and 
weekly — 16  to  24  pages  Sunday — columns  13  ems 
wide  inches  long --no  extra  charge  lor  cuts  — 

send  fur  complete  card  of  advertising  rates. 

JOURNA  — morning  — Sunday  — weekly  — Re- 
publican— organ  of  Southern  Indiana — started  1854 
— exclusive  Associated  Press — l.inotyj)e  machines. 
.•Vlso  publislies  tlie  N I’!  WS,  evening  and  Sunday  morn- 
ing— independent  — labor  tendency — sworn  circula- 
tion 6,500  claily  — more  subscribers  than  all  the  papers 
publislted  in  Evansville  combined — rates  based  on 
circulation. 

Kansas 

Wichita 

EAGLE  — has  its  own  peculiar  field  — has  entire 
control  of  Southern  Kansas  and  Oklahoma — Munyon’s 
agent  declared  that  he  received  more  actual  and  im- 
mediate benefits  from  their  advertisement  in  the  Eagle 
than  from  any  other  publication  used  by  him  west  of 
the  Alleghany  Mountains — Dun  & Co.'s  agent  said  it 
nasagreat  revelation  to  him  traveling  through  the 
Soutliwest  and  Ok  ahoma,  the  wonderful  circulation 
and  the  limitless  power  the  Wichita  Eagle  had  through- 
out that  entire  county. 

Louisiana 

New  Orleans 

PICAYUNE  — morning  — Sunday  — weekly  (on 
Tuesday)  — a high-class  paper  for  the  home  and  the 
office  — featured  to  please  its  patrons  — the  best  ad- 
vertising medium  in  the  Southwest  — circulation, 
principally  in  Louisiana,  Mississippi  and  the  adjoining 
States  — daily,  20,000  — Sunday,  30,000  — weekly, 
19,000  — type  size  of  page  15  x 21  inches  — column  2-^ 
X 21  inches  — no  extra  charge  for  cuts  or  for  cutting 
column  rules  — all  cuts  must  be  outline. 

Massachusetts 

Boston 

POST,  — daily  morning  — Sunday  — general  family 
newspaper  — established  1831 — circulation,  daily 
average  for  January  1897,  103,556;  Sunday  average 
102,640  — largest  morning  circulation  ever  attained  in 
New  England  — type  size  of  page  15^  x 21^  — 
column  234  X 21  ^ — no  discounts  for  time  or  space  — 
agent's  commission  15%  — no  extra  charge  for  cuts  or 
broken  rules  or  display. 

Worcester 

SPY  — morning  — Sunday  — weekly  — oldest  in 
Mass.  Friday  morning  — the  standard  newspaper  of 
central  Massachusetts  — the  acknowledged  representa- 
tive of  the  business  and  political  life  of  this  part  of  the 
state  — circulation  daily  and  Sunday  over  8,000  — type 
size  of  page  1534  x 21^  — column  2j'8  x 2134 — no  extra 
for  cuts  or  for  breaking  column  rules. 

TELEGRAM — morning,  daily  and  Sunday — started 
Sunday  1S84,  Daily  1886 — politics,  Republican — circu- 
lation, daily  13,000 — Sunday,  15,000  — subscription 
price  daily  $6 — Sunday  $2 — advertising  rates  moderate 
— type  size  of  page  193^  x 23  — column  23  inches  long 
and  1234  ems  wide — no  extra  charge  for  cutting  column 
rules  or  for  using  outline  cuts — thoroughly  covers 
Worcester  and  VV'orcester  County  — ahead  of  all  other 
papers  both  in  news  and  service  — largest  genera' 
advertisers  use  it  and  find  it  pays — if  you  haven't  usee 
it  give  it  a trial. 

Maryland 

Baltimore 

HERALD — daily,  Sunday  and  weekly — independent 
family  and  business  newspaper — read  in  the  homes  of 
Baltimore,  the  States  of  Maryland,  West  Virginia. 
Virginia,  portions  of  Pennsylvania  and  Delaware  — 
started  in  1S75  — circulation  of  daily  edition  34,000  — 
Sunday  42,000  and  weekly  17,000 — the  only  daily  paper 
in  Baltimore  which  permits  an  examination  of  books 
pertaining  to  circulation  and  guarantees  its  circulation. 
Type  size  of  page  15^  x 21% — column  2^4  x 21^ — no 
t extra  for  cutting  column  rules  — cuts  printed. 


Michigan 


Grand  Rapids 

I ) KMt  )(.'R  AT— morning  and  Sunday  and  weekly  — 

1 ncwM)aj)er  circulated  in  the  homes  of  peiqdc  who 
tan  afford  uj  pay  50  cents  a month,  and  there  arc 
always  more  than  lo.oooot  them — 95%  of  readers  in  or 
within  30  miles  of  Grantl  Rapids  — weekly  circulation 
3,000  — 8 pages  daily  and  weekly — i6  to  20  pages  Sun- 
day-type size  of  i>agtf  i5Mx2o34.  (-olumn  234  (13 
ems  pica)  X 2o34  — restrictions  as  to  type,  cuts,  or 

cutting  of  column  rules  — advertisements  taken  tor  all 
pages. 

Minnesota 

ninneapolis 

'l  l MES — morning,  daily  and  Sunday  — i)olitical 
family  and  business  paper  — read  at  home  and  office  — 
started  1889  — circulation  daily  23,1 17  — Sunday  44,419 
— on  Sunday  The  Times  sells  to  the  Evening  Journal 
(wliich  has  no  Sunday  edition)  sufficient  papers  to 
supply  their  subscribers.  Circulates  in  ^linnesota, 
Norlli  and  South  Dakota,  Wisconsin,  Iowa,  Nebraska 
and  Montana  Type  size  of  paper,  1534  x 21%  — col- 
umns 2^  X 2iJ4 — no  extra  cliarge  for  cutting  column 
rules — use  all  ordinary  cuts,  and  make  a specialty  of  half- 
tone cuts  W'hich  The  Times  prepares  in  its  own  office. 

Missouri 

Joplin 

HERALD — morning  paper — special  attention  to  the 
mining  interests  — a lamily  and  business  newspaper  — 
read  at  home  and  at  office — 20  years  old — a circulation 
of  3,250  daily  — Sunday,  4,500  — Good  circulation  at 
Webb  City,  Carthage,  Carterville,  Mo.,  Galena,  Kas., 
all  within  17  miles — covers  the  entire  southwest  field, 
Kansas,  Arkansas  and  Indian  Territory. 

Montana 

Butte 

MINER  — morning.  Sunday,  weekly  — political, 
family,  business  and  mining  newspaper — only  morning 
paper  published  in  Butte,  a city  of  over  45,000  popula- 
tion and  the  largest  and  wealthiest  mining  camp  on 
earth  — covers  Butte  and  the  great  state  of  Montana, 
closely  — established  1876  — 8 pages  daily  — 16  pages 
Sunday  — type  sizeof  page  1534  x 20 — column  234  x 20 
— no  extra  charge  for  cuts  or  cutting  column  rules  — 
can  use  only  all  metal  cuts  — no  type  restrictions. 

New  Jersey 

Trenton 

TRUE  AMERICAN — morning,  with  special  Satur- 
day edition  — political,  family,  business  paper — served 
by  carriers,  wholly  — 80%  of  circulation  at  homes  of 
subscribers  in  Trenton  and  vicinity  — daily  issue  5,000 
— 8 pages,  8 columns  — type  size  of  page  20  x 17J4  — 
column  234  X 19K  — use  any  cuts,  cut  column  rules 
without  extra  charge  — no  type  restrictions. 

New  York 

Albany 

ARGUS  — morning, — daily  — Democratic — Sunday 
and  semi-weekly — largest  morning  circulation  and  the 
best  newspaper  published  at  the  capital  city  — columns 
i3!pica  ems  wide — size  of  page  21%  x]i6% — no  extra  for 
metal  cuts  — oldest  daily  in  the  United  States. 

EXPRESS  — morning,  not  Sunday  — independent 
Republican  family  paper  — started  1847  — circulation 

1 1 ,900  — type  size  of  page  18^  x 2 1 3^ — no  extra  charge 
for  cuts  or  double  column  — position  ads  25  to  100% 
extra  — everybody  in  Albany  and  vicinity  reads  the 
Express  — Journal,  evening,  semi-weekly  — weekly  — 
political  — family  and  business  newspaper  — started 
1830  by  Thurlow  Weed  — representative  newspaper  in 
central  New  York  — circulation  daily  11,600,  semi- 
weekly 4,700 — weekly43.72o  — type  sizeof  page  16  x 
2i34  and  18^  X 2i34  — no  extra  charge  for  cuts  or 
double  cols.  Position  ads  25  to  100%  extra. 

Buffalo 

EXPRESS  — morning,  Sunday,  weekly  — Morning 
Express  12  pages,  type  size  of  page  15^  by  20^  — 
independent  Republican  and  family  newspaper  — 
established  1S46  — no  extra  charge  for  cuts  with  wood 
base  or  plates  without  base,  nor  for  breaking  column 
rules.  Illustrated  — family  and  literary  newspaper 
started  18S3 — 20  pages  — can  print  half-tones,  wood 
engravings  or  fine  cuts  — no  restrictions  as  to  cuts  or 


978 


FOWLER’S  PUBLICITY 


column  rules.  Sworn  circulation,  daily  15,758  — Sun- 
day 70,787  — more  than  any  other  it  is  the  liome  paper 
of  Buffalo  — only  sworn  statements  of  circulation  fur- 
nished. An  advertisement  in  all  of  the  editions  of  the 
Express  covers  the  whole  field  and  thoroughly. 


New  York  City 

HERALD  — daily,  morning,  and  Sunday  — type 
size  of  column  2 inches  wide  by  2oJ4  inches  deep  — 
7-column  page  — foreign  news  a specialty. 

JOURNAL  — morning  and  Sunday  — political, 
home  and  business  paper  — especial  attention  to  news 
— complete  service  — started  1880  — circulation  300.000 
—about  50%  of  circulation  in  New  York,  remainder  in 
surrounding  towns  — type  size  of  page  15^  x iqK  — 
column  2.143  X igji  — no  extra  for  cutting  column 
rules,  unless  for  less  than  50  lines  cuts  and  space 
positions.  Rates  for  ordinary  advertising  35  cents  per 
agate  line  — extra  for  position.  Display  restricted. 


JOURNAL  OF  COMMERCE  AND  COMMER- 
CIAL BULLETIN  — every  morning  except  Sundays 
and  legal  holidays  — non-political,  commercial,  circu- 
lates among  all  branches  ol  trade  in  ail  sections  of  the 
world  — a high-class  paper  with  high-class  readers — an 
acknowledged  good  medium  for  financial  and  general 
business  advertising — rates  20c.  per  line  agate  measure- 
ment — broken  column  rules  25%  extra  — type  size  of 
page  2iJ^ix  16% — 300  lines  to  a column. 

SUN,  — morning,  — type  size  of  page  17^^  wide  by 
21^  deep  — type  width  of  column  2^. 


TIMES — daily 3 cents — Sundays  cents — established 
1851  — News  features  include  politics,  finance,  cable 
correspondence,  book  reviews,  real  estate,  society, 
woman’s  page,  musical  and  dramatic,  yachting,  art, 
railroads,  bicycling  ; Advertising  Specialties,  financial, 
bicycle,  books,  summer  resorts,  domestic  servants,  in- 
struction and  real  estate — pages  seven  columns  wide — 
type  size  of  full  length  column  300  agate  lines  — type 
size  first  page  column  280  agate  lines  — other  title  page 
287  agate  lines — 14  agate  lines  to  inch  — extra  for 
broken  rules,  cuts  and  display  over  two  lines,  except 
in  certain  classifications. 


TRIBUNE  — morning  daily — Leader  of  the  Re- 
publican party  — market  reports  the  standard  and  fa- 
mous for  accuracy  and  completeness — clean,  entertain- 
ing, and  best  family  paper  in  New'  York  — Clipping 
agencies  say  it  contains  the  most  original  matter  — 
Best  comic  pictures  of  America  and  Europe,  and  first 
in  changes  of  fashion  — ISIerchants  admit  their  best 
returns  from  advertising  in  The  Tribune  — Weekly, 
160,000  a week,  bona  fide,  largest  in  America  from  the 
office  of  a daily. 


Rochester 

DEMOCRAT  AND  CHRONICLE,  — seven  col- 
umns  to  the  page  — width  of  column  2^,  length  21 
inches.  Reading  matter  Minion  on  Brevier  body  — 
advertisements  Nonpareil  — no  extra  charge  for  cuts 
or  cutting  column  rules.  A three-cent  morning  paper 
with  a circulation  among  the  purchasing  class.  Is  a 
home  paper  and  its  result-producing  power  is  being 
constantly  demonstrated  to  the  satisfaction  of  adver- 
tisers. Publishes  conspicuously  a sworn  statement  of 
its  circulation  from  day  to  day. 


Syracuse 

COURIER  — Essentially  a family  newspaper  — 
Reaches  a good  class  of  readers — circulation  6235  — 
type  size  of  page  17  x 20  — column  2^^  x 20 — No  extra 
charge  for  cutting  column  rules  or  cuts  — right  reserved 
to  discard  any  cut.  Also  semi-weekly  Courier  and 
Onondaga  Gazette — published  Tuesdays  and  Fridays — 
same  size  and  character  — large  circulation  among 
farmers. 


POST  — morning,  except  Sunday  — leading  morning 
paper  of  central  hi  ew  York  — circulates  in  the  most 
prosperous  territory  in  the  Empire  State  and  is  vigor- 
ous, clean  and  enterprising.  Present  circulation  14,000 
daily — type  size  of  page  i654  x 22  inches — columns  2^ 
X 2iJ4  inches  — no  charge  for  cutting  column  rules  or 
for  cuts — Weekly  Post  Express — circulation  8,950. 


STAND.ARI) — daily  morning,  semi-weekly,  and 
Sunday — the  home  newspaper  of  Syracuse  — type 
size  of  column  13  ems  pica  wide.  21^  indies  deep  — 
7-column  page  — circulation,  daily,  12,800,  Sunday, 
12,000. 


Utica 


PRESS — T)aily — Morning — Tuesdays  and  Fridays. 
The  D.AILY  has  the  largest  PROVEl)  circulation  of 
any  Utica  daily,  varying  from  7,800  to  8,300,  and 
covers  the  city  and  its  surrounding  territory  more  com- 


pletely than  any  daily  in  central  New  York.  It  was 
established  in  1882.  The  semi-w-eekly  w’as  established 
in  1885  and  has  a circulation  of  over  6,500  to  each 
issue.  As  an  advertising  medium  the  Press  is  a result 
producer.  Its  rates  are  reasonable  and  the  strongest 
recommendation  it  has  Is  the  fact  that  there  is  not  a 
local  advertiser  of  any  size  who  is  not  represented  in  its 
columns.  It  takes  particular  pains  with  its  typograph- 
ical appearance  and  the  class  of  matter  with  which  its 
columns  are  filled. 


Nova  Scotia 


Halifax 


H ERALI) — morning — political,  family  and  business 
newspaper — average  daily  circulation,  5,000.  Frequent 
special  12  page  issues  10,000  to  15,000  — covers  fully 
the  18  counties  of  the  province.  Cuts  must  be  solid  ; 
no  otlier  restrictions.  Column  wide,  21 long  — 
8 pages,  6 columns  to  a page  — sometimes  7 columns — 
weekly  edition  published  Wednesdays.  Evening  Mail, 
published  from  Herald  office  — same  size  as  Herald  — 
circulation  6,000 — these  two  papers  are  acknowledged 
the  best  advertising  mediums  in  the  Maritime  Prov- 
inces. 


Ohio 


Cincinnati 


DAILY  AND  WEEKLY  ENQUIRER  has  been 
established  and  known  as  the  Enquirer  since  1842. 
The  Enquirer  has  a circulation  as  w'idely  distributed  as 
any  paper  in  the  country — the  only  great  daily  that  has 
been  able  to  maintain  its  price  at  5 cents  and  add  to  its 
circulation — columns  24  inches  by  1354  enis  pica  wide 
— all  cuts  used  — 50%  additional  for  broken  column 
matter. 


Columbus 


OHIO  STATE  journal— morning,  Sunday  and 
semi-weekly — political,  family  and  business  newspaper 
— established  1811  — circulation  12,700  daily — 17,950 
Sunday — 23,600  semi-weekly — about  60%  daily  readers 
in  Columbus  and  Franklin  Co.,  50%  of  semi-weekly 
readers  in  Franklin  Co. — balance  in  territory  bounded 
by  Findlay,  Wooster,  Zanesville,  Athens,  Washington 
C.  H.,  and  Lima,  O.  — type  size  of  page  21%  x 18?^  — 
8 columns,  13  ems  wide  — no  extra  charge  for  cuts  or 
cutting  rules.  Best  known  Columbus  newspaper,  only 
morning  paper  in  Columbus  — ads  for  daily  received 
to  8 p.  M.  — for  semi-weekly  to  8 p.  m.,  Monday  and 
Thursday. 


Sandusky 

REGISTER  — established  1822  — 6lh  oldest  Ohio 
newspaper.  Daily  Register  published  since  1844. 
C)nly  morning  daily  in  Sandusky.  25,000  population 
and  between  Cleveland  and  Toledo,  113  miles.  Only 
paper  in  its  territory  taking  dispatches  direct  by  wire — 
in  its  4 separate  editions,  daily,  weekly,  Sunday  (only 
Sunday  paper  in  the  city),  tri-weekly,  and  weekly  — 
making  1 1 issues  each  week,  it  reaches  a class  and 
circulated  in  1895  almost  one  million  copies.  Owns  its 
building.  7 columns  to  page  — 20  inches  columns  — 
13  ems  pica  widtli  of  columns  — daily,  Sunday,  or  tri- 
weekly 8 pages,  weekly  12  pages.  We  use  solid  metal 
cuts  only,  no  extra  charge. 


Ontario 


Ottawa 


CITIZEN  — Morning,  except  Sunday,  and  semi- 
weekly— The  only  morning  newspaper  in  (fiitario  east 
of  Toronto — a live  newspaper — established  1844  — cir- 
culation 3000  — Type  size  of  page  13^  x 20  — column 
2^,  x 20 — No  extra  charge  for  cutting  column  rules,  or 
for  cuts  — can  use  any  line  cuts. 


Toronto 


MAIL  .AND  EMPIRE  — morning  and  evening 
except  Sundays  — organ  ot  the  conservative  party  of 
Canada  — delivered  at  the  homes  of  tlie  people  — read 
by  the  whole  family  — circulation  daily  23,109  — type 
size  of  page,  15J4  x 21%  inches  — column  2%  x 21^  — 
number  of  pages  from  8 to  40  — Saturday’s  edition  of 
the  Mail  and  Empire  contains  from  28  to  40  pages  and 
is  full  of  reading  for  the  whole  family  and  is  a great 
favorite  with  the  ladies. 


Pennsylvania 

rieadville 


.ST.AR  — morning  except  Sunday  — home  daily  of 
Meadville  and  vicinity  — staried  1891  — 4 ])a{j:es,  7 
columns  to  page  — standard  widtli  columns,  20  inches 
long  — can  use  metal  base  cuts  — is  well  jirinted  — 


Meadville  county  seat  of  Crawford  county  — popula- 
tion of  Crawford  county  is  over  70,000  — the  people 
are  a reading  people.  '1  he  Gazette — weekly,  Friday — 
circulates  in  Crawford  county  chiefly  — started  1887 — 
12  pp.,  6 columns  to  page  — standard  width  column  — 
20  inches  long  — can  use  metal  base  cuts.  Type  size 
of  page  of  Star,  15^x20  — Gazette,  i3i'Wx2o  — good 
wood  base  cuts  accepted  for  short  time  advertisements 
in  either  paper. 


York 


GAZETTE— morning — daily, — Sunday,  semi-weekly 
— political  — family  and  business  newspaper  — weekly 
started  in  German  in  1796 — in  English  in  i8i6 — actual 
average  issue  of  daily  for  year  1895,  3«39— of  semi- 
weekly  3946  — daily  circulates  mainly  in  city  — semi- 
weekly, mainly  in  country — type  size  of  page  15H  x 20 
— column  2%  X 20 — no  extra  charge  for  cuts  or  cutting 
column  rules  — no  type  restrictions  — fixed  rates  — no 
discounts. 

Quebec 

Quebec 

MORNING  CHRONICLE,  established  1847 — is 
well  known  as  an  all  around  business  and  family  news- 
paper, with  an  extensive  circulation  among  the  better 
class  of  people.  The  Quebec  Gazette  (established 
1764.) — weekly  — is  the  shipping  gazette  of  the  Do- 
minion of  Canada  — size  of  papers  4 pages,  eight 
columns,  27^4  x 41.  John  J.  Foote,  Proprietor.  Ref- 
erence, The  Banks  of  Montreal,  Quebec,  and  Union. 


South  Carolina 


Columbia 


THE  STATE.  Morning-daily,  Sunday  and  semi- 
weekly. 8 pages,  columns  20  inches  long,  13  ems  wide. 
Can  use  any  cuts.  No  extra  charge  for  cutting  column 
rules  or  for  cuts.  Guaranteed  average  circulation: 
daily  and  Sunday,  exceeding  3,300,  semi-weekly  ex- 
ceeding 3,000.  Having  unsurpassed  railway  facilities, 
The  is  the  “morning  newspaper”  in  a hundred 

South  Carolina  towns,  and  being  complete  newspaper 
with  the  news  of  the  capital  city,  the  state  and  the 
world  printed  fully  and  attractively,  it  is  the  favorite 
newspaper  of  the  well-to-do,  people  who  have  money 
to  buy. 

Texas 


Galveston  and  Dallas 


GALVESTON  NEWS  AND  DALLAS  NEWS 
are  acknowledged  leaders  of  Texas  journalism,  both  in 
standing  and  circulation.  Daily,  Sunday,  and  semi- 
weekly  editions  are  printed  at  each  place.  Publica- 
tion offices  315  miles  apart,  connected  by  special  wires; 
four  fast  perfecting  presses  are  used.  News  runs  at  its 
own  expense  every  day  in  the  year  three  special  news- 
paper trains.  Type  size  of  page  16J4  x 20^4,  column 
2Vi,x  2oJ4»  No  extra  charge  for  cutting  column  rules 
or  for  cuts.  Can  use  any  cuts. 


Washington 

Seattle 


POST-INTELLIGENCER  — Columns  13  eras 
wide,  2 1 54  inches  deep — no  extra  charge  for  cuts — Black 
cuts  are  “routed”  to  conform  with  style  of  paper  — 
no  extra  charge  for  breaking  column  rules  — The  Post- 
Intelligencer  occupies  an  unique  and  valuable  position 
as  an  advertising  medium  — it  circulates  more  than 
double  the  number  of  papers  than  any  paper  in  the 
state  — it  reaches  every  important  town  in  the  state  — 
during  1896  the  Post-Intelligencercarried  more  columns 
of  paid  advertising,  local  and  foreign,  than  any  paper 
west  of  the  Rocky  Mountains  and  north  of  San  Fran- 
cisco. 


Spokane 

SPOKESMAN-KEYIEW  — morning,  -Sunday, 
Twice-a-Week  — only  morning  paper  in  territory  sup- 
porting 200,000  population  — started  1S83  — circula- 
tion average  for  1896,  daily  and  Sunday,  6,170. 
'I'wice-a-Week  now  4,500  — circulates  200  miles  in 
every  direction  from  Spokane,  which  has  40,000  popu- 
l.ation  — Type  size  of  page  21  x 16  — no  charge  for 
cutting  column  rules,  but  ads.  must  be  as  deep  as 
wide  — accept  only  outline  cuts. 


Tacoma 


TACOMA  MORNING  UNION  (also  weekly)  — 
independent  — started  1S93  — read  chiefly  by  working 
classes  — type  size  of  paper  13 14  x 20  — columns  2% 
X 20  — no  extra  charge  for  cuts  or  cutting  rules  — c.\n 
use  any  cuts  except  half-tones.  Rrincipal  medium  for 
local  advertising  in  the  city. 


Wisconsin 


Milwaukee 


ni'R  SKKlHVrK  (dcrm.in)  — every  morning;  and 
Sunday  — advertisers  must  consider  that  two  thirds 
of  Milwaukee’s  population  is  (iennan.  If  you  want 
the  trade  of  the  best  of  tlieni  advertise  in  Der  See- 
bote,  Milwaukee’s  leading  (lerman  newspaiKU*,  estab- 
lished 1844  — j;uaranteed  circulation  daily  8400.  'I'ype 
si^e  of  paj^e  23  x 15^  — coluinns  23  x 2^4  — extra  for 
cutting  column  rules,  no  extra  for  cuts  — can  use  only 
outline  cuts  — also  jiublished  weekly,  Tuesdays  — 
semi-weekly,  Tuesdays  and  Fridays. 


ii  KKOLI)  — Anyone  in  Milwaukee  will  inform  you 
as  to  its  standing.  Size  of  j^age  22^^  x i6J^,  columns 
2*-^  X 22^2.  'The  Weekly  lierold  is  read  throughout 
Wisconsin  and  adjoining  States.  Size  of  Weekly 
same  as  Dailr.  Tlie  Acker  «S;  Gartenbau  Zeitung  is 
the  only  strictly  (lerman  farm  Journal  in  the  United 
States  and  is  read  by  thrifty  (lerman  farmers  through- 
out the  Union.  Size  of  page  13  x 8,  widtli  of  column 
2/4.  No  extra*charge  for  cutting  column  rules  and  for 
cuts.  No  type  restrictions. 


Drug  Papers 

New  York 


New  York  City 

AMERICAN  DRUC.GIST  AND  PHARMA- 
CEUTICAL  RECORD  — “ America's  Leading  Drug 
Journal”  — semi-monthly — illustrated  — pharmacy 
— the  drug  business  — drug  market  reports — edito- 
rially, technically,  and  in  its  news  and  market  depart- 
ments thoroughly  up  to  date  and  wide-awake  — 
Founded  1871,  circulates  in  the  wholesale  and  retail 
drug  trades  all  over  United  States  and  Canada.  Type 
size  of  page  7 x 10 — cuts  without  extra  charge  — No 
type  restrictions.  Published  on  10th  and  25th  of  each 
month. 


Dry  Good  Papers 

New  York 


New  York  City 

DRY  GOODS  ECONOMIST  — weekly  — Satur- 
days  — most  valuable  information  carrier  and  largest 
dry  goods  paper  in  the  world  — read  at  home,  the 
store,  and  the  mill  — reaches  retailers,  wholesalers 
and  manufacturers  both  in  Europe  and  America  — 
tells  how,  where,  and  what  to  buy  and  how  — when 
and  what  to  sell  — size  of  page  x 14  — column  2^ 
X 14  — no  extra  charge  for  cuts  if  furnished  — half- 
tone and  line  cuts  can  be  used  — no  type  restrictions. 


Educational  Publications 

riassachusetts 


Boston 


JOURNAL  OF  EDUCATION  — weekly  — 
Started  1875  — circulation  17,000  — covers  entire  U.  S. 
and  Canada — type  size  of  page  14  x lo  inches  — 
column  14  X 2^  inches  — no  extra  charge  for  display 
or  cutting  column  rules  — no  restrictions  on  cuts  — 
also  publish  American  Primary  Teacher — started 
1S83  — monthly,  size  of  page  xo^  x inches  — 
column,  ioJ4  x zYs  inches — circulation  40,000  — no 
extra  charge  for  cutting  column  rules  or  cuts. 


New  York 


New  York  City 

POPULAR  SCIENCE  — or  Popular  Science 
News  — formerly  Boston  Journal  of  Chemistry  — 
monthly  — illustrated  scientific  — educational  — popu- 
lar medical  — of  special  interest  to  chronic  invalids  — 
devoted  to  nature,  botany,  archaeology,  science, 
invention,  electricity,  chemistry,  medicine,  and  hygiene 
— established  31  years  — average  circulation  during 
1896,  23,083  copies  of  each  issue — type  size  of  page 
7 X 10  — column  2F4  x 10 — no  extras  except  for  posi- 
tion — readers  on  front  cover  page  a specialty  — pub- 
lished middle  of  month  — advertisements  should  be  in 
a few  days  in  advance  — largest  circulation  of  any 
scientific  paper  in  the  world. 


SCHOOL  JOURNAL  — weekly  $2.50  a year  — 
The  Teachers  Institute  — monthly  ?i  a year  — Pri- 
mary School  $i  a year,  are  the  three  leading  educa- 
tional journals  in  age,  circulation,  and  influence. 
They  reach  75,000  subscribers,  each  is'U^.  Only  | 
live  teachers,  principals,  superintendents,  and  school  | 
officers  take  such  papers  — besides  the  largest  line  of  | 


FOWLICR'S 


979 


educational  tr.idc  advertising  they  carry  many  gen- 
cr.il  .idvcrtiscra  — Pears,  1*  .lirb.inks,  Sa|»oli<»,  Dry 
Goods  liouses  — te.iclicra  rercivc  rcgul.ir  .s.il.iries  and 
arc  good  customers  — 2i>o  millions  was  expended  in 
cdiu.ition  last  yc.ir. 


rK.ACIIKR’S  WORLD  — montlily — illustrated 
"high  grade  educational  — started  1888  — circula- 
tion exceeding  40,000  — among  teachers  exclusively  — 
every  reader  receives  salary  — type  size  of  page 
X 10  — lenglii  of  column  10  — no  type  restrictions  — 
publislied  first  of  month— copy  must  be  in  by  the 
lotb — regular  issue  48  pages  — and  8 page  supple- 
ment. All  advertising  apnealing  to  feminine  gofid 
taste  and  judgment  is  suitaple  for  its  columns — fully 
^2, 000, 000  per  month  paid  to  its  readers  in  salaries. 


Ohio 


Akron 


SELF  CULTURE  — A magazine  of  knowledge  — 
circulation  70,000  monthly.  Self  Culture  appeals  es- 
pecially to  those  who  are  interested  in  the  higher  life, 
to  intellectual  people.  It  aims  also,  to  assist  those 
who  liave  not  had  tlie  benefits  of  a collegiate  training, 
in  gaining  that  education  which  they  can  give  to  them- 
selves. Self  Culture  is  not  dry,  or  it  could  not  have 
won  so  quickly  the  place  which  it  now  holds  in  the 
magazine  world. 


Engineering 


New  York 


New  York  City 

CASSIER'S  MAGAZINE  is  an  engineering  and 
electrical  publication  gotten  up  in  the  same  general 
size  and  style  as  the  popular  magazine  such  as  Century 
and  Harper’s  — The  size  of  type  page  is  7^^  x 4%,  and 
there  is  no  extra  charge  for  cutting  column  rules  — 
Any  kind  of  cuts  may  be  used,  but  general  advertising 
is  not  accepted,  the  aim  being  to  restrict  the  advertis- 
ing  pages  to  engineering,  electrical  and  scientific  work 
— Tile  most  eminent  engineers  and  electricians  of  the 
world  are  amongst  its  contributors  — In  artistic  excel- 
lence of  both  engraving  and  letter  press  as  well  as 
printing,  it  is  peer  of  any  publication  of  any  nature. 


Family  Newspapers 

Ohio 


Bellefontaine 


REPUBLICAN  — first  paper  published  as  Repub- 
lican paper  in  United  States  — under  present  man- 
agement 31  years  — oldest  paper  in  county  — best 
families  say  it  is  cleanest  paper  they  get  — no  objec- 
tionable advertisements  inserted  — never  missed  an 
issue  in  42  years  — always  on  time  but  ^ets  latest  news 

— nobody’s  organ  — twice  a week  — circulation  2,oco 

— 4 pages  — 18  X 22  type  size  — columns  13  ems  — 
copy  ads.  must  be  sent  before  contract  — local  news, 
best  feature. 


Family  Publications 


riassachusetts 


Boston 


YOUTH'S  COMPANION  — weekly  — illustrated 
— for  the  whole  family  — started  1827  — circulation 
541,638  — about  85%  east  of  Rockies,  balance  in  ex- 
treme West  and  Canada  — Type  size  of  page  9*^  x 
i4'H.  column  2^^  x 14%  — no  extra  for  cutting  column 
rules  — no  extra  for  cuts  — large  heavy  type  not 
admitted  — can  use  any  cuts  if  not  too  black  — invest- 
ments ads.  prohibited  — Published  Thursdays  — ads 
must  be  in  3 weeks  in  advance. 


New  York 


New  York  City 

THE  ARGOSA'  — monthly  — fiction.  Started  De- 
cember, 1882  — circulation  75,000  throughout  United 
States  and  Canada  — Type  size  of  adv  pages  5^x8 
— columns  x 8 — quarter  page  x 4,  or  in  d.  c 
form  2 deep  x 55^.  No  extra  charge  for  cutting  column 
rules  or  for  cuts  — no  adv  less  than  one  inch  accepted, 
and  d.  c.  ads.  must  measure  one  inch  deep,  an 
aggregate  of  28  agate  lines.  All  advs  must  be  set 
attractively.  Line  or  wood  cuts  or  half-tone  illustra- 
tions may  be  used.  Published  first  of  each  month. 
Advs  must  be  received  five  weeks  in  advance  of  date 
of  issue. 


MUNSEY’.S  MAGAZINI',—  montlily  — illuxtr.ated 
— art.  fiction,  general  literature.  Slaried  Cir- 

(iilation  7^)0,000,  throughout  the  l.'nitcd  St.ites  and 
( anarU.  I’ype  size  of  advertining  pages  \ col- 

umns 2^  X 8 — (juarter  page  zH  x 4,  or  in  d.  < form, 
2 (lee|>  X 5^.  No  extra  charge  fr^r  cutting  column 
rules  or  for  cuts.  No  adv  accepted  for  lesa  than  one 
inch,  and  d.  c.  ads.  must  measure  one  incli  deep,  an 
aggregate  of  28  ag.ate  lines.  All  advs  must  be  set 
attractively.  Line  or  wood  cuts  or  liaif-t<me  illustra- 
tions may  be  used.  Published  tlie  first  of  each  month. 
Advs  must  be  received  five  weeks  in  advance  of  dale 
of  issue. 


NEW  YORK  LEDGER —weekly— illustrated  — 
for  every  member  <i(  the  family  — started  1^44  — cir- 
culation general  throughout  the  United  States  — 
Reaches  the  liomes  of  the  great  middle  class — Homes 
of  discrimination,  taste  and  inirchasing  ability  — type 
size  of  page  9^4  x 14^1  column  2%  x 14^^  — no  extra 
charge  for  cuts,  double  column  or  heavy  type  adver- 
tisements — Published  Saturdays  — can  use  any  kind 
of  cut  — advertisements  must  be  in  3 weeks  in  advance. 


OUTLOOK  isa  weekly  newspaper  and  an  illustrated 
montlily  magazine  in  one.  It  is  published  every  Satur- 
day, 52  issues  a year.  'I'he  first  issue  in  each  montli  is 
an  Illustrated  Magazine  Number,  containing  about 
twice  as  many  pages  as  the  regular  weekly  issue,  and 
from  50  to  100  pictures.  Subscription  price  83  a year. 
Size  of  type  page  8 x inches.  Column  2^  inches. 
No  extra  charge  for  cutting  rules  or  printing  cuts. 
Special  attention  to  illustrated  advertisements.  1$ 
Astor  Place. 


PURITAN  — profusely  illustrated  — monthly  — 
woman's  interests,  art  and  fiction.  Started  January, 
1897.  Circulation  150,000  copies  throughout  the 
United  States  and  Canada  — type  size  of  page  8%  x 
12^.  Adv,  columns  2 wide.  Printed  throughout  on 
fine  grade  coated  paper.  One  inch  smallest  adv. 
accepted.  Only  highest  grade  of  advertising  taken. 
Forms  close  four  weeks  in  advance  of  date  of  issue, 
which  is  the  first  of  each  month. 


Ohio 


Akron 


SELF  CULTURE  — A magazine  of  knowledge  — 
circulation  70,000  copies  monthly.  The  fathers  and 
mothers  read  Self  Culture  because  it  is  a serious, 
thoughtful  publication.  It  enables  them  to  keep 
abreast  of  the  times  in  all  departments  of  human  activ- 
ity. The  magazine  is  helpful  to  the  young  people  in 
their  studies  and  home  reading.  Each  number  lies  on 
the  library  table  a whole  month  and  is  referred  to  daily. 
Self  Culture  brings  returns  to  the  advertiser. 


Pennsylvania 

Pittsburg 

BULLETIN — “A  weekly  journal  for  the  home,” 
published  every  Saturday  — started  in  1876  — circula- 
tion entirely  local,  largely  by  mail  — same  people  buy 
it  that  want  the  best  of  eierything  — others  have  no 
use  for  it  — carefully  printed  on  good  paper  — 20 
pages  regularly,  often  24  — type  size  of  page  9^  x 14, 
same  as  Harper’s  Weekly  — advertising  columns  2% 
inches  wide  — half-tones  and  other  good  cuts  inserted 
same  rate  as  plain  type.  No  medical  advertisements 
wanted. 


Fancy  Goods  Papers 

New  York 
New  York  City 

DRY  GOODS  ECONOMIST  — weekly  — Satur- 
days— has  the  ear  of  the  “notion”  centers  of  the 
w’orld.  Talked  through  by  every  “ notion  ” manu- 
facturer, wholesaler  and  retailer  Searches  every  nook 
and  cranny  for  the  “ latest  ” new  thing.  Gives 
“ pointers  ” and  prints  “ notion  ” facts.  Reaches  the 
buyer  and  he  purchases  from  its  “lines.”  Size  of 
page  9^4  X 14,  column,  2^  x 14.  No  extra  charge  for 
cuts  if  furnished.  Half-tone  and  line  cuts  can  be 
used.  No  type  restrictions. 


Farm  and  Home 


Indiana 


Indianapolis 

AMERICAN  TRIBUNE  — started  in  1880  — cir- 
culation 46,000,  covering  Ohio,  Indiana,  Illinois,  Michi- 
gan, Minnesota,  low’a  and  Nebraska,  Reaching  farm 
and  villages.  A departmental  paper.  Family  Circle* 


9B0 


FOWLER’S  PUBLICITY 


Home  and  Farm.  No  extra  for  cuts.  8 pages,  56 
columns,  size  32  x 48  — weekly,  every  Thursday  — 
subscribers  are  farni  and  village  people  of  the  better 
class  — sample  copy  free. 


Fashion  Publications 


New  York 


New  York  City 

DELINEATOR  — monthly  — devoted  to  fashion 
and  home  interest  — started  1875  — 500,000  circulation 
— type  size  of  page  7 x 9^  — no  extra  for  cutting 
columns  — type  size  column  2 5^  x 9^^  — no  restrictions 
as  regards  type  or  cuts  — advertising  forms  close  14th 
of  second  month  preceding  date  month  of  issue  in 
which  advertisement  is  to  appear. 


L'ART  DE  LA  MODE  — monthly  — fashion 
journal — started  1S92 — circulation  35,000  — size  of 
page  4 columns  to  the  page,  size  of  columns  13K 
inches  long,  2^  wide.  760  agate  lines  to  the  page. 
All  ads.  measured  by  agate  line.  The  Morse-Brough- 
ton  Co. 


Floral  Papers 

Pennsylvania 

Libonia 


PARK'S  FLORAL  MAGAZINE  — montlily  — 
illustrated  — entirely  floral  — started  1871  — circula- 
tion over  300,000  monthly,  mostly  among  intelligent 
■women  — about  75%  of  readers  east  of  Rockies,  bal- 
ance in  far  West,  Canada  and  foreign  countries  — type 
size  of  page  4J4  x 7^4  — column  zYs  x 7^  — no  extra 
ior  cuts  or  cutting  column  rules  — advertisements  must 
be  in  by  18th  of  preceding  month. 


Foreign  Languages 

New  York 


New  York  City 

DAS  !\IORGEN  JOURNAL  — morning  and- Sun- 
day— German — political,  family  and  literary  news- 
paper— largely  home  circulation  — started  1890;  — 
circulation,  daily  70,000  — claimed  to  be  the  largest 
German  circulation  in  the  United  States  — circulates 
mostly  in  New  York  and  vicinity  — type  size  of  page 
15^  X 19J4  — column  2.143  x 19% — no  extra  charge 
for  cutting  column  rules  or  display. 


Ohio 


Toledo 


AMERYKA  — Polish  weekly  — “ good  paper  for 
good  people” — circulation  10,000  — reaches  intelli- 
gent class  of  Polanders  in  all  states  and  territories 
— published  Saturdays  — A.  A.  Taryski,  Publisher. 
Ameryka  never  fails  to  give  ample  returns  to  adver- 
tisers for  money  expended.  It  is  no  novice  in  this 
direction.  Ameryka  is  the  only  Polish  paper  con- 
ducted in  true  American  fashion. 


Great  Weeklies 


New  York 


New  York  City 

NEW  YORK  LEDGER  — weekly  — illustrated  — 
for  every  member  of  the  family — started  1844  — circu- 
lation general  throughout  the  United  States  — reaches 
the  homes  of  the  great  middle  class  — homes  of  dis- 
crimination, taste  and  purchasing  ability  — type  size  of 
page  9J4  X 14I4  — no  extra  charge  for  cuts,  double 
column  or  heavy  type  advertisements  — published 
Saturdays  — can  use  any  kind  of  cut  — advertisements 
must  be  in  3 weeks  in  advance. 


Pennsylvania 


Williamsport 

PENNSYLVANIA  GRIT  — weekly  — illustrated 

— family  newspaper  — established  1882  — circulation 
over  75,000  — 65%  in  Pennsylvania,  where  it  has  tlie 
largest  circulation  in  the  state  outside  of  Philadelphia 

— balance  in  other  states  east  of  the  Rocky  Mountains 

— sold  in  3,000  towns  and  hamlets  by  its  sjiecial 
agents  to  purchasing  class  of  people  — contains  from 
8 to  16  pages  — advertising  space  limited  to  three 
columns.  Will  produce  as  good  results  for  advertisers 
as  100  average  weekly  newspapers. 


Popular  Weeklies 

New  York 


New  York  City 

NEW  YORK  LEDGER  — weekly  — illustmted  — 
for  every  member  of  the  family  — started  1844  — cir- 
culation general  throughout  the  United  States  — 
reaches  the  homes  of  the  great  middle  class  — homes 
of  discrimination,  taste  and  purchasing  ability  — type 
size  of  page  9^  x 14%  — no  extra  charge  for  cuts, 
double  column  or  heavy  type  advertisements  — pub- 
lished Saturdays  — can  use  any  kind  of  cut  — adver- 
tisements must  be  in  3 weeks  in  advance. 


Gazetteers  and  Shipping 
Guides 


Quebec 

riontreal 


INTERNATIONAL  RAILWAY  GUIDE  AND 
DOMINION  GAZETTEER  — monthly  — railways, 
steamships,  steamers,  express,  telegraph  and  hotel  in- 
formation— corrected  monthly  — established  1866  — 
circulation  6,800  — print  10,000  — circulation  only 
claimed  on  subscription  list  — only  officially  recog- 
nized guide  in  C’anada  — size  of  type  page  jYs  x 4%  — 
can  use  any  cuts  — no  type  restrictions  — published 
first  of  eacl\  month  — ads  must  be  in  by  26th  of  pre- 
vious month  — selling  price  10  cents  — subscription, 
per  annum. 


Household  Puhlications 


riaine 


Augusta 

COMFORT  — the  Key  to  a million  and  a quarter 
homes.  It  has  the  largest  sworn  circulation  of  any 
publication  of  any  kind,  anywhere.  The  only  monthly 
in  the  world  printed  in  five  to  eight  bright  colors  on  a 
perfecting  press,  which  takes  the  paper  from  the  rolls, 
prints  and  binds  it  complete.  It  is  regularly  read  by 
more  people  North,  South,  East  and  West  than  any 
other  paper  or  magazine  in  America.  Matter  is  origi- 
nal, copyrighted  and  not  found  elsewhere.  Forms 
close  15th  of  month  preceding.  Type  size  of  page  15^ 
X cjji  ins.  — width  of  columns  2ys  ins. 


Hassachusetts 


Boston 


YOUTH’S  COMPANION  — weekly  — illustrated 
— for  the  whole  family  — started  1827  — circulation 
541,638  — about  85%  east  of  Rockies,  balance  in  ex- 
treme West  and  Canada  — Type  size  of  page  9^  x 
14H,  column  2^^  X 14^^  — no  extra  for  cutting  column 
rules  — no  extra  for  cuts  — large  heavy  type  not  ad- 
mitted— can  use  any  cuts  if  not  too  black  — invest- 
ments ads.  prohibited  — Published  Thursdays  — ads. 
must  be  in  3 weeks  in  advance. 


Nebraska 


Omaha 


AMERICAN  HOMESTEAD  — weekly  — surted 
1883  — circulation,  13.500  — circulates  in  Iowa,  Ne- 
braska and  Kansas  — type  size  of  page  13  Kx  19K  — 
width  of  column  13  ems  — Rates  per  inch  per  week, 
yearly  business  2$%  discount  — published  Saturdays  — 
reaches  ilie  homes ; read  by  farmers  — American 
Homestead  Co.,  Omaha,  Neb. 


New  York 


New  York  City 

ARGOSY  — monthly  — fiction.  Started  December, 
1882  — circulation  75,000  throughout  United  States  and 
Canada  — Type  size  of  adv  jiages  5^  x8  — columns 
2^  x 8 — quarter  page  2H  x 4,  or  in  d.  c.  form  2 deep 
X sK-  No  extra  charge  for  cutting  column  rules  or  for 
cuts  — no  adv  less  than  one  inch  accepted,  and  d.  c. 
ads  must  measure  one  inch  deep,  an  aggregate  of  28 
agate  lines.  All  advs  must  be  set  attractively.  Line 
or  wood  cuts  or  half-tone  illustrations  may  be  used. 
Published  first  of  each  month.  Advs  must  be  received 
five  weeks  in'aclvance  of  date  of  issue. 


NEW  YORK  LEDGER  — weekly  — illustrated  — 
for  every  member  of  the  family  — started  IVS44  — circula- 
tion general  throughout  the  Lhiited  Stales  — reaches  tlie 
homes  of  the  great  middle  class  — homes  of  discrimina- 


tion, taste  and  purchasing  ability— type  size  of  page 
9^4  X 14^  — no  extra  charge  for  cuts,  double  column  or 
heavy  type  advertisements  — published  Saturdays  — 
can  use  any  kind  of  cut  — advertisements  must  be  in  3 
weeks  in  advance. 


PURITAN  — profusely  illustrated — monthly  — 
woman’s  interests,  art  and  fiction.  Started  January, 
1897.  Circulation  150,000  copies  throughout  the  United 
States  and  Canada  — type  size  of  page  8^  x 12  J4.  Adv 
columns  2 wide.  Printed  throughout  on  fine  grade 
coated  paper.  One  inch  smallest  adv  accepted.  Only 
highest  grade  of  advertising  taken.  Forms  close  four 
weeks  in  advance  of  dale  of  issue,  whicli  is  the  first  of 
each  month. 


Ohio 


Akron 


SELF  CULTURE  — A magazine  of  knowledge  — 
circulation  70,000  copies  monthly  — The  fathers  and 
mothers  read  Self  Culture,  because  it  is  a serious, 
thoughtful  publication  — It  enables  them  to  keep 
abreast  of  the  times  in  all  departments  of  human  activ- 
ity — The  magazine  is  helpful  to  the  young  people  in 
their  studies  and  home  reading  — Each  number  lies  on 
the  library  table  a whole  month,  and  is  referred  to 
daily  — Self  Culture  brings  returns  to  the  advertiser. 


Hardware  Trade  Papers 

New  York  ~ 


New  York  City 

IRON  AGE  — weekly,  with  semi-monthly  and 
monthly  editions  — the  leading  journal  of  the  Hard- 
ware, Iron,  Machinery  and  Metal  Trades.  Circulates 
extensively  among  merchants  and  manufacturers 
throughout  the  United  States;  large  and  influential 
list  of  subscribers  in  the  principal  countries  of  the 
world.  Type  size  of  page  6}i  x 1 1 ; column  234  x 1 1 — 
no  extra  charge  for  cutting  column  rules ; no  type  re- 
strictions. Can  use  cuts  of  any  description.  Pub- 
lished Thursday  — advertising  must  be  in  Tuesday. 


Humorous  Publications 

New  York 


New  York  City 

JUDGE — the  bright  particular  star  in  the  humorous 
newspaper  firmament  — goes  to  press  Thursdays  for 
issue  published  Saturday  of  following  week  and  dated 
one  week  later — 700  lines  to  page,  175  tocolumn,  133^ 
ems  wide.  Rate  Si  per  line,  with  discounts  for  time 
and  space.  Published  by  \VL  J.  Arkell,  in  Judge 
Building,  no  Fifth  Ave.,  New  York. 


Illustrated  Publications 

Massachusetts 


Boston 


YOUTH'S  COMPANION  — weekly  — illustrated 

— for  the  whole  family  — started  1827  — circulation 
541,638  — about  85%  east  of  Rockies,  balance  in  ex- 
treme West  and  Canada — Type  size  of  page  934  x i4Jt, 
column  23^  X 14^  — no  extra  for  cutting  column  rules 

— no  extra  for  cuts  — large  heavy  type  not  admitted  — 
can  use  any  cuts  if  not  too  black  — investments  ads. 
prohibited — Published  Thursdays  — ads.  must  be  in 
3 weeks  in  advance. 


New  York 


New  York  City 

LESLIE’S  WEEKLY  — weekly  — illustrated — cir- 
culation 50,000  — type  size  of  page 934  x iaY — column 
234  X 143^2  — nothing  extra  for  column  rules  — nothing 
extra  for  cuts  — can  use  any  cuts  if  not  too  black  — 
published  Saturdays — advertising  forms  close  on  Friday 
one  week  in  advance. 

LIFE  — weekly — illustrated — for  men,  women,  and 
children  — founded  January  1S83  — type  size  of  page  8 
X 13  inches  — columns  2 or  23^  inches  wide,  according 
to  location  of  page  — no  extra  charge  for  cuts — issued 
on  'I'liesdays  — copy  must  be  in  ten  days  in  advance. 


MUNSEY’S  MAGAZINE  — monthly  — illustrated 
— art,  fiction,  general  literature.  Started  1891.  Cir- 
culatit)n  700,000,  tliroughout  the  United  States  and 
Canada.  Tvpe  size  of  advertising  pages  in  \S; 
columns  2^3  x 8 — quarter  page  2-^8  x 4,  or  in  d.  c. 
form,  2 deep  x 5 34-  No  extra  charge  for  cutting  col- 
umn rules  or  for  cuts.  No  adv  accepted  for  less  than 


I'ow LICK’S  ruiujcri'v 


981 


one  inch,  .“ind  o.  c.  ads  must  mca^nre  one  inch  deep, 
an  aggregate  of  28  agate  lines.  All  advs  must  he  set 
attractively.  lane  or  wood  cuts  or  halt-tone  illustra- 
tions may  t)e  used,  ihihlishcd  the  Hrst  of  each  month. 
Advs  must  he  received  live  weeks  in  advance  of  date 
of  issue. 


NKW  YORK  I.RIXJKK  — weekly — illustrated  — 
for  every  member  of  the  family  — started  18.14  — circu- 
lation general  throughout  the  XJnited  States  — reaches 
the  homes  of  the  great  middle  class — homes  of  discrimi- 
nation, taste  and  purchasing  ability  — type  size  of  page 
9/6  X 14 no  extra  charge  for  cuts,  double  column  or 
heavy  type  advertisements  — published  Saturdays  — 
can  use  any  kind  of  cut  — advertisements  must  be  in  3 
weeks  in  advance. 


PURITAN  — profusely  illustrated  — monthly  — 
woman’s  interests,  art  and 'fiction.  Started  Janu.iry 
1S97.  Circulation  150,000  cijpies  throughout  the  United 
States  and  Canada — type  size  of  page  8>8  x Adv 

columns  2 wide.  Printed  througlioui  on  fine  grade 
coated  paper.  One  inch  smallest  adv  accepted.  Only 
highest  grade  of  advertising  taken.  Forms  close  four 
weeks  in  adv.ince  of  date  of  issue,  which  is  the  first  of 
each  month. 


TRUTH  has  an  individuality  and  brightness  that  is 
quite  distinctive,  and  in  the  way  of  illustrations  in 
color,  more  nearly  attains  perfection  than  any  other 
publication,  illustrated  advertisements  are  preferred, 
and  a frequent  change  of  copy  desired  by  the  publishers. 
Size  of  type  page  9^  x 11^.  Single  columns  contain 
160  agate  lines.  Four  columns  to  the  page.  Two  of 
the  advertising  pages  are  preferred,  and  face  reading 
matter. 


Independent  Newspaper 

Massachusetts 


Springfield 

SPRINGFIELD  REPUBLICAN  was  established 
as  a weekly  in  1S24  by  Samuel  Bowles;  the  daily  was 
started  in  1844,  and  the  Sunday  in  1878  — tlie  subscrip- 
tion rates  are  daily  58  — Sunday  Sz — weekly  5i  — 
the  daily,  with  a morning  edition  only,  has  now  a cir- 
culation of  13,500;  the  Sunday  11,000,  and  the  weekly 
3,500.  Type  size  of  the  Republican's  pages  is  2o'^  x 
i6J4  inches;  of  its  columns  2of^  x 2 inches  or  13^ 
ems  pica  wide ; cuts  are  not  admitted  in  its  advertising 
columns  — one  quarter  extra  is  charged  for  cutting  a 
column  rule. 


Insurance 


nichigan 

Detroit 


INSURANCE  — Semi-monthly  — A National  Jour- 
nal of  Insurance  — Started  1882  — Circulation  10,000  — 
About  50%  of  readers  north  of  Ohio  and  east  of  Mis- 
sissippi River;  25%  Eastern  and  Middle  States;  15% 
south  of  Ohio  and  west  of  Mississippi  River;  10% 
in  Canada  and  foreign  countries  — Type  size  of  page 
iVz  X q}4  inches ; column  2^  x 9^  inches ; one  quarter 
of  a page  3K  x 4%  — No  extra  charge  for  cutting 
column  rules,  or  for  cuts  — No  type  restrictions  — Can 
use  any  cuts — Published  ist  and  15th  of  each  month — 
New  advertisements  and  changes  must  be  in  by  the 
10th  and  25th  of  each  month. 

New  York 


New  York  City 

INSURANCE  JIONITOR,  loo  William  St.,  is 
the  oldest  insurance  journal  in  America,  and  the  best, 
of  course  — agents  cry  for  it  — specials  swear  by  it  — 
wild  cats  swear  at  it,  and  all  good  insurance  men  re- 
joice in  it  — it  is  printed  by  the  N.  V.  Economical 
Printing  Co.,  88-90  Gold  St.,  New  York,  one  of  the 
best  equipped  printing  houses.  Full  information  on 
application. 


Iron  Trade  Papers 


New  York 


New  York  City 

IRON  AGE  — weekly,  with  semi-monthly  and 
monthly  editions  — the  leading  journal  of  the  Hard- 
ware, Iron,  Machinery,  and  ^Ietal  trades.  Circu- 
lates extensively  among  merchants  and  manufacturers 
throughout  the  United  States : large  and  influential 
list  of  subscribers  in  the  principal  countries  of  the 
world.  Type  size  of  page  6K  x 1 1 ; column  2^4  x 1 1 


— no  fxir.i  th.irgc  fur  cutting  column  rules;  no  type  j 
restrictions.  C.in  use  Hits  .my  (lest ri^)li<in.  I'lib-  | 
lished  'riiursd.iy  - .idveitising  must  be  in  I'nesday.  I 

Juvenile  Publications 


Massachusetts 


lloston 


V(  )U'ri  1 'S  C'(  )iM  PA  N l(  )N  — weekly  — illustrated 

— for  the  whole  family  — started  1827  — circulation 
541,638  — about  85%  east  of  Rockies,  balance  in  ex- 
treme West  and  Canada  — Type  size  (*f  jiage  x 14H, 
column  \ 14H  — no  extra  for  cutting  column  rules 

— no  extra  for  cuts — large  heavy  type  not  admitted  — 
can  use  any  cuts  if  not  too  black — investments  ads. 
jirohibiled — I’ublished  Thursdays  — ads.  must  be  in 
3 weeks  in  advance. 


Ladies’  Journals 


New  York 


New  York  City 


NKW  YORK  LEDGER  — weekly  — illustrated  — 
for  every  member  of  the  family  — started  1S44  — 
circulation  general  throughout  the  Ibiited  States  — 
reachesthe  homesof  the  great  middle  class  — homes  of 
discrimination,  taste,  and  purchasing  ability  — type 
size  of  page  9^4  x 14-)^  — no  extra  charge  for  cuts, 
double  column  or  heavy  type  — advertisements  — pub-  | 
lished  Saturdays  — can  use  any  kind  of  cut  — advertise-  I 
ments  must  be  in  3 weeks  in  advance. 


Law  Publications 


ninnesota 


St.  Paul 


NATIONAL  REPORTER  SYSTEM  — embrac- 
ing  ten  weekly  law  magazines  — circulation  30,000 
weekly  — reaches  prosperous  lawyers  in  nearly  every 
city  and  county  of  every  state  — a necessity  m their 
practice  — high  priced  — carefully  preserv'ed  — con- 
stantly used  for  weeks  — they  mean  business  to  the 
lawyer,  therefore  to  the  advertiser  — bevond  compari- 
son the  best  means  of  reaching  lawyers  as  a class,  the 
lawyers  who  are  buyers  — Type  page  5 x8  — Column 
2j7g  X 8 — Net  prices,  no  extras.  West  Publishing 
Company. 


Leading  County  Weeklies 

Alabama 


Bessemer 


BESSEMER  WEEKLY  — 8 pages  — home  print 

— Saturdays  — ten  years  old  — coeval  with  Bessemer 

— the  physical  and  transportation  center  of  the  great 
mineral  district  of  Alabama  — a city  of  6,500  popula- 
tion— the  area  of  its  circulation  in  which  it  doubles 
that  of  any  other  paper  has  an  annual  production  of 
over  56,000,000  from  furnaces,  pipe  works,  factories, 
and  ore  mines — 13  em  column  — no  extra  charge  for 
cuts  — use  any  kind. 


Illinois 
Mt.  Carmel 


REGISTER  — published  by  Frank  W.  Havill  — 
started  in  1839 — circulation  2,200  copies  weekly  — 
genuine  subscribers  — no  deadheads  — eight  page  — 
six  column  quarto  — home  print  — Democratic  — has 
not  missed  one  issue  in  25  years — neatest  and  newest 
country  paper  in  Illinois  — columns  13  ems  pica  wide 
— 19^  inches  long  — $120  a column  — no  extra  charge 
for  display  or  cuts  — published  Thursdays. 


Indiana 


Greenfield 


REPUBLICAN  — weekly — political  — family  and 
business  newspaper  — read  by  a majority  of  families  in 
Hancock  County  — only  weekly  Republican  paper  in 
the  county  — started  1S80  — average  sworn  circulation 
for  the  past  five  years  over  2.550  weekly — 6 column 
quarto — Also  publishes  Evening  Republican  — daily 
except  Sunday — hustling  local  family  and  business 
paper  — covers  its  field  — city  is  solidly  Republican  — 
paper  is  official  paper  — started  1894 — circulation  525 
— these  papers  thoroughly  cover  Greenfield  and  Han- 
cock. In  Indiana  gas  anS  oil  belt  — we  have  a pros- 
perous people  — rates  low  — no  type  restrictions. 


Iowa 

Carroll 


SI’’.N'ri  N l-.L  twice  a week,  Monday*,  and  'I  hurs- 
days  — established  1876  ciriulalion,  average 
• 565;  181^5,  1513;  i6i2 — over  1200  in  ('arroll 

County  rates  locents  an  iiic  h jier  week  either  edition, 
yearly  contrads  (52  insertions);  15  cents  tier  iiu  li  per 
week,  both  editions  ( ir>4  insertion-.),  yearly  contracts ; 
positions  10  to  S(/'/o  extra  6 columns  to  )iagc, 
inches,  13  ems  — no  extra  charge  for  cuts  or  cutting 
column  rules. 

Missouri 


Platte  City 

PLA'I'TE  Ct  )UNTY  A RGUS  — weekly  — I Jenio- 
cratic  — local  paper  entering  its  14th  year  — guarantees 
1,500  circulation  — every  Platte  County  resident  on 
regular  or  sample  subscrijition  list;  51.50  a year  ; 8 
pages;  Platte  is  a wealthy  county,  farmers  and 
stock  raisers  — tyjie  size  of  page  67  picas  wide  by  19K 
inches  long;  column  13  picas  wide;  no  extra  charge 
for  metal  base  cuts,  or  cutting  column  rules  — 'Fhurs- 
(lays  — Emil  K.  Kettig,  Editor  and  I'roprietor. 


New  Brunswick 
Sussex 


RECORD  — weekly,  Fridays  — independent  in  poli- 
tics — four  pages — 21  x 27  — established  18S7  — oldest 
paper  in  county,  and  has  circulation  of  1 .400  copies  per 
issue — guarantees  to  print  more  than  three  times  as 
manv  issues  as  any  other  paper  in  county  — published 
in  thickly  populated  and  rich  farming  section. 


New  Jersey 
Deckertown 


SCCSSEX  INDEPENDENT  — largest  paper  in 
the  Fourth  Congressional  District —leading  local 
family  newspaper — set  in  solid  Brevier  — all  local  — 
no  general  news  — blue  grass  region  of  New  Jersey  — 
no  extra  charge  for  cuts  — covers  the  entire  county  and 
part  of  Orange  County,  N.  Y.  — established  1870 — 
largest  circulation  of  any  paper  in  Sussex  County  — 
published  Thursdays  — handsomely  divided  into  de- 
partments— the  late  Brick  Pomeroy  said,  “There  is 
no  better  local  newspaper  in  this  or  any  other  country 
than  the  Sussex  Independent,  of  Deckertown,  N.  J.” 


New  York 


Potsdam 


COURIER -FREEMAN  — Elliot  Fav  & Sons, 
Props. — started  1836 — Republican  — weekly  — 6 pages 
— page  22  X 28  — columns  26  inches  long,  13  ems  wide  ; 
type  Brevier  and  Nonpareil  — cuts  electrotypes  and 
coarse  line  half-tones  — no  extra  charge  for  cuts  or 
cutting  column  rules.  Has  large  lists  in  surrounding 
towns  and  covers  this  section  more  thoroughly  than 
any  newspaper  in  Northern  New  York  — subscription 
list  has  been  revised,  and  paper  has  sworn  average  cir- 
culation of  3,630  copies  weekly,  reaching  most  desir- 
able classes  in  St.  Lawrence  Co.  A special  feature  is 
illustrating  by  half-tones  local  industries  and  people. 


North  Dakota 


Figaro 

SUN-INDEPENDENT  — Monday  mornings  — 
Democratic — the  only  sound-money  paperin  the  largest 
and  most  prosperous  and  populous  county  and  city  in 
the  state.  Circulation,  actual  average  in  1895,  2,713, 
exclusive  of  exchanges  per  week.  The  only  5londay 
morning  paper  published  in  North  Dakota  — 6 column 
quarto  — length  19^  x 2^  Brev’ier.  All  kinds  of  cuts. 
No  extra  charge  for  them  or  cutting  column  rules.  No 
restrictions  on  first-class  advertising. 


Ohio 


Painesville 


TELEGRAPH  — weekly  — started  in  1822  — official 
Republican  organ  — circulation  1,650  — covers  entire 
county  — type  size  of  page  20^x27  — entirely  home 
print  — can  use  cuts,  except  half-tones  — no  extra  charge 
for  cutting  column  rules  or  for  cuts  — published  Wed- 
nesdays. 


Uhrichsville 


TUSCARAWAS  CHRONICLE,  weekly,  and 
EVENING  CHRONICLE,  daily.  Go  into  the 
homes  of  thrifty  farmers  and  workingmen  who  spend 
their  money  liberally.  Chronicle  advertisers  get  good 


982 


FOWLER’S  PUBLICITY 


returns  for  amount  invested.  Rates  not  the  lowest, 
but  fair.  Evening  Chronicle  only  daily  paper  pub- 
lished in  Tuscarawas  county. 


Pennsylvania 

Indiana 


INDIANA  COUNTY  GAZETTE  — weekly  — up 
to  date  — not  yet  seven  years  old  and  already  the 
leader  in  a field  of  five  — last  sworn  circulation  state- 
ment shows  3,719  — eight  pages — all  home  print  — 
six  columns  to  the  page  — each  20  inches  long  and  13 
ems  Pica  wide  — you  can't  get  an  ad  on  the  front  page, 
never.  No  charge  for  cutting  column  rules,  and  out- 
line cuts,  only,  used — send  for  rates  and  sample  copy. 


Literary  Publications 


Massachusetts 


Boston 


YOUTH’S  COM  PAN  ION  — weekly  — illustrated 
— for  the  whole  family  — started  1827  — circulation 
541,638 — about  85%  east  of  Rockies,  balance  in  ex- 
treme West  and  Canada  — Type  size  of  page  ^ 
14^,  column2^xi4^  — no  extra  for  cutting  column 
rules  — no  extra  for  cuts  — large  heavy  type  not  ad- 
mitted— can  use  any  cuts  if  not  too  black — invest- 
ments ads.  prohibited — Published  Thursdays  — ads. 
must  be  in  3 weeks  in  advance. 


New  York 


New  York  City 

ARGOSY  — monthly  — fiction.  Started  December, 
1882  — circulation  75,000  throughout  United  States  and 
Canada  — Type  size  of  adv  pages  5^x8  — columns 
2^  X 8 — quarter  page  2^  x 4,  or  in  d.  c.  form  2 deep 
xsK-  ^^0  extra  charge  for  cutting  column  rules  or 
for  cuts  — no  adv  less  than  one  inch  accepted,  and 
d.  c.  ads  must  measure  one  inch  deep,  an  aggregate  of 
28  agate  lines.  All  advs  must  be  set  attractively. 
Line  or  wood  cuts  or  half-tone  illustrations  may  l3e 
used.  Published  first  of  each  month.  Advs  must  be 
received  five  weeks  in  advance  of  date  of  issue. 


COLLIER’S  WEEKLY  — weekly  — illustrated  — 
reaches  the  home  and  family  — started  1887  — circula- 
tion April  ist,  189/,  66,000  — confined  to  no  special 
locality  — size  of  page  12x17  — extra  for  cuts  — 
Published  Thursdays  — ads.  must  be  in  one  week  in 
advance. 


MUNSEY'S  MAGAZINE  — monthly  — illustrated 
— art,  fiction,  general  literature.  Started  1891.  Cir- 
culation 700,000,  throughout  the  United  States  and 
Canada,  lype  size  of  advertising  pages  5^  in.  x 8; 
columns  25^x8  — quarter  page  2^^  x 4,  or  in  d.  c. 
form,  2 deep  x sK.  No  extra  charge  for  cutting 
column  rules  or  for  cuts.  No  adv  accepted  for  less 
than  one  inch,  and  d.  c.  ads  must  measure  one  inch 
deep,  an  aggregate  of  28  agate  lines.  All  advs  must 
be  set  attractively.  Line  or  wood  cuts  or  half-tone 
illustrations  may  be  used.  Published  the  first  of  each 
month.  Advs  must  be  received  five  weeks  in  advance 
of  date  of  issue. 


NATION  — weekly  — independent  review  of  litera- 
ture, science,  art,  and  politics  — established  1865  — 
circulation  9,700  — type  size  of  pa^e  x 10,  column 
2^x  10  — no  extra  charge  for  cutting  column  rules  — 
20%  extra  for  cuts  — published  Thursdays — ads  must 
be  in  by  5 P.  M.  Tuesdays. 


NEW  YORK  LEDGER  — weekly — illustrated — 
for  every  member  of  the  family  — started  1844  — circu- 
lation general  throughout  the  United  States  — reaches 
the  homes  of  the  great  middle  class  — liomesof  dis- 
crimination, taste  and  purchasine;  ability — type  size 
of  page  qy2  x 14%  — no  extra  charge  for  cuts,  double 
column  or  heavy  type  advertisements  — published 
Saturdays  — can  use  any  kind  of  cut  — advertisements 
must  be  in  3 weeks  in  advance. 


Ohio 


Akron  

SELF  CUL'TURK  — A magazine  of  knowledge  — 
circulation,  70,000  copies  monthly.  The  subscribers 
are  essentially  a book-reading  class — Self  Culture 
is  published  in  the  interest  of  owners  of  the  Encyclo- 
poedia  I’ritannica.  Courses  of  reading,  or  subjects  of 
varied  interest,  are  outlined  in  the  magazine,  giving 
copious  references  to  tlie  Pritannica,  thus  enabling 
the  reader  to  extend  Ills  study  indefinitely  — Self 
Culture  is  a sort  of  Guide  to  the  best  thought  of  all 
times.  It  pays  advertisers. 


Machinery  Trade  Papers 

New  York 


New  York  City 

IRON  AGE  — weekly,  with  semi-monthly  and 
monthly  editions  — the  leading  journal  of  the  Hard- 
ware, Iron,  Machinery  and  ^letal  trades.  Circulates 
extensively  among  merchants  and  manufacturers 
throughout  the  United  States;  large  and  influential 
list  of  subscribers  in  the  principal  countries  of  tlie 
world.  Type  size  of  page  6^  x 1 1 ; column  2^4  x 1 1 — 
no  extra  charge  for  cutting  column  rules;  no  type 
restrictions.  Can  use  cuts  of  any  description.  Pub- 
lished Thursday  — advertising  must  be  in  Tuesday. 


Magazines 

California 


San  Francisco 


OVERLAND  MONTHLY  — illustrated  — literary 
and  educational  — established  1868  — circulation  35,000 
— about  60%  of  readers  west  of  Rocky  Mountains,  30% 
east,  and  10%  in  Canada  and  foreign  — type  size  of 
page  5^4x8;  column  2^x8;  page  5^x8 — no  extra 
charge  for  cutting  column  rules  or  for  cuts.  Published 
20th  of  every  montli.  Editor,  Rounsevelle  Wildman. 


Illinois 


Chicago 

CHAP-BOOK  — founded  May  rt;th,  1894  — circula- 
tion 15,000  — type  page  5/4"  x 8^"  — rough  paper  — 
red  and  black  printing  cover  pages  — no  extra  charge 
for  cuts — Price  10  cents  — high-grade  literature  — 
sem. -monthly  — uncut* — size,  8^"  x 12" — advertise- 
ments must  be  in  two  (2)  weeks  preceding  publication. 
Cuts  with  heavy  lines  preferred  — Herbert  S.  Stone  & 
Company.  Publishers.  $2  a year. 

Massachusetts 


Boston 


OUR  LITTLE  ONES  AND  THE  NURSERY— 
monthly  — illustrated  — the  best  magazine  for  little 
people  in  the  world;  as  Our  Little  Ones  is  intended 
mostly  for  children  too  young  to  read  parents  must 
read  it  to  them — circulation  20,000  — type  size  of 
page  5^  X 8 — column  2^  x 8 — quarter  page  2^  x 4 — 
no  extra  charge  for  cutting  column  rules  or  for  ci\^s  — 
no  type  restrictions  — can  use  any  cuts — published 
first  of  month  — advertisements  must  be  in  three  weeks 
in  advance. 


YOUTH'S  COM  PAN  1(  )N  — weekly  — illustrated 
— for  the  whole  family  — started  1827  — circulation 
541,638  — about  85%  east  of  Rockies,  balance  in  ex- 
treme West  and  Canada  — Type  size  of  page  9^4  x 
14^,  column  2^  X 14%  — no  extra  for  cuUing  column 
rules  — no  extra  for  cuts  — large  heavy  type  not  ad- 
mitted— can  use  any  cuts  if  not  too  black  — invest- 
ments ads.  prohibited  — Published  Thursdays  — ads. 
must  be  in  3 weeks  in  advance. 


Missouri 


St.  Louis 


CHAPERON  E M A(  lAZI  N E — monthly  — illus- 
trated— essentially  a woman's  magazine — started  1879 
— circulates  in  the  West  and  Southwest  States  — has 
an  individual  field  — 90%  of  its  readers  west  of  the 
Mississippi — it's  the  only  magazine  published  between 
Philadelphia  and  San  Francisco  — Type  size  of  page 
5 >-8x8 — We  cut  column  rules;  accept  cuts,  to  jilease 
our  advertisers.  Any  adv’ertisement  that  is  clean  and 
meritorious  — Publish  first  of  every  month  — ads.  must 
be  in  by  20th. 


New  York 


New  York  City 

ARGOSY  — monthly  — fiction.  Started  December, 
1882.  Circulation  75,000  througliout  United  States  and 
Canada.  Type  size  of  adv.  pages,  55<^x8in.  — columns 
2^x8  in. — quarter  page,  2^  x 4 in. , or,  in  d.  c.  form, 
2 in.  deepx5^.  No  extra  charge  for  cutting  column 
rules  or  tor  cuts.  No  atlv.  less  than  one  inch  accepted, 
and  d.  c.  adv's  must  measure  one  inch  deep,  an  aggre- 
gate of  28  agate  lines.  All  adv’s  must  be  set  attrac- 
tively. Idne,  or  wood  cuts,  or  half-tone  illustrations 
may  be  used.  Published  first  of  each  month.  Adv's 
must  be  received  five  weeks  in  advance  of  date  of  issue. 


COSMOPOLl'l'AN  — monthly  — tyi>c  size  of  page 
5*4  wide  by  8 deep  — column  2^$  wide  — can  print  any 


style  of  cuts  and  no  extra  charge  for  cuts  or  cutting 
column  rules  — copy  should  be  in  six  weeks  in  advance 
of  publication. 


CEN'I'URY  — monthly  — illustrated  — high-grade 
literature  — started  1870  — circulation  1 75,000  — about 
50%  of  readers  west  of  Pittsburgh  — Type  size  of  ad- 
vertising page  X 7^  — column  2^  x 7^  — ^ page 
2^4  X 3^4  or  5^  X — no  extra  charge  for  any  reason- 
able display,  cutting  column  rules,  or  for  cuts  — pub- 
lished first  of  month  — ads.  must  be  in  5 weeks  in 
advance. 


FRANK  LESLIF'S  POPULAR  MONTHLY  — 
illustrated  — great  family  magazine  — in  its  43d  volume 
— 128  quarto  pages  — publislies  more  illustrations  and 
reading  matter  than  any  other  magazine  in  America  — 
circulation  121,500  — type  size  of  page  7 x 10  in.  three 
columns  to  a page  — 254  inches  to  column  — rates  5200 
per  page  — half  and  quarter  pages  pro  rata;  per 
agate  line  — time  discounts,  5,  10  and  20%  — advertise- 
ments must  be  received  by  the  22nd  of  each  month. 


GODEY'S  MAGAZINE  — monthly  -illustrated — 
literary  and  fashion  — started  1830 — circulation  83,333 
— about  60%  of  readers  east  of  Slississippi,  30%  west, 
10%  in  Canada,  Mexico,  and  foreign  countries  — Type 
size  of  page  5^4  x 8,  column  zH  x 8,  quarter  page  2^8  x 
4 — no  extra  charge  for  cutting  column  rules  or  for 
cuts  — no  type  restrictions  — can  use  any  cuts  — pub- 
lished 23rd  of  preceding  month  — advertisements  must 
be  in  first  of  preceding  month. 


HARPER'S  MAGAZINE  — Monthly  — Illustrated 
— Type  size  of  page  5^  x 8 — Column  zH  x 8 — 
Quarter-page  2^  x 4 — No  extra  charge  for  cutting 
column  rules  or  for  cuts  — No  type  restrictions  — Can 
use  any  cuts  — Published  22nd  of  each  month. 


McCLURE'S  MAGAZINE  — monthly  — illus- 
trated— started  1893 — circulation  300,000  — type  size 
of  page  5^x8  inches  — column  2^4  x 8 inches,  ^ page 
2^  X 4 inches;  no  extra  charge  for  cutting  column 
rules  or  cuts  — no  type  restrictions  — can  use  any  cuts 
— liquor  ads.  prohibited — published  28th  of  preced- 
ing month  — advertisements  must  be  in  by  25th  of  2nd 
month  preceding. 


MUNSEY'S  MAGAZINE  — Monthl> — illustrated 

— art  — fiction  — general  literature.  Started  1891.  Cir- 
culation 700,000,  throughout  the  United  States  and 
Canada.  Type  size  of  advertising  pages,  55^  in.  x S in. 

— columns,  2?4  in.  x 8 in. — quarter  page,  2^  in.  x 4 in., 
or,  in  d.  c.  form,  2 in.  deep  x 5^.  No  extra  charge 
for  cutting  column  rules  or  for  cuts.  No  adv.  accepted 
for  less  than  one  inch,  and  d.  c.advs.  must  measure  one 
inch  deep,  an  aggregate  of  28  agate  lines.  All  adv's 
must  be  set  attractively.  Line  or  wood  cuts,  or  half- 
tone illustrations  may  be  used.  Published  the  first  of 
each  month.  Adv’s  must  be  received  five  weeks  in  ad- 
vance of  date  of  issue. 


NEW  YORK  LEDGER  — weekly  — illustrated  — 
for  every  member  of  the  family  — started  1844  — circu- 
lation general  throughout  the  United  States  — reaches 
the  homes  of  the  great  middle  class  — homes  of  dis- 
crimination. taste,  and  purchasing  ability — type  size 
of  page  9^4  X 14^4  — no  extra  charge  for  cuts,  double 
''nhimn,  or  heavy  type  advertisements — published 
Saiurlays  — can  use  any  kind  of  cut  — advertisements 
mi  st  be  in  3 weeks  in  advance. 


OUTI NG  — monthly  — illustrated  — sport,  travel, 
and  fiction  — started  1882  — circulation  79,000  — about 
70%  east  of  Mississippi,  including  Canada  — 30%  west 
— type  size  of  page,  5^  x 8;  column  2j4  x 8;  ^ page, 
2^  X4  — no  extra  charge  for  cutting  column  rules  or 
for  cuts  — advertisements  appear  also  in  English  and 
Australian  editions  if  ordered  — published  the  zSth  of 
the  previous  month — ads  must  be  in  4 weeks  in 
advance. 


OUTLOOK  is  a Weekly  Newspaper  and  an  Illus- 
trated Monthly  Magazine  in  one.  It  is  published 
every  Saturday,  52  issues  a year.  The  first  issue  in 
each  month  is  an  Illustrated  Magazine  Number,  con- 
taining about  twice  as  many  jiages  as  the  regular 
weekly  issue,  and  from  50  to  100  pictures.  Subscrip- 
tion j>rice  $3  a year.  Size  of  type-page  8 x 5j>  inches. 
Column  2^4  inches.  No  extra  charge  for  cutting  rules 
or  printing  cuts.  Special  attention  to  illustrated  ad- 
vertisements. 13  Astor  Place,  New  York. 


REVIEW  OF  REVIEWS  — monthly,  illustrated 
— Current  topics  and  literature  — started  1890  — circu- 
lation 90,000  — about  55  i>er  cent,  of  readers  cast  of 
Mississipin  river.  40  west,  and  5 per  cent,  in  Canada 
and  abroad  — type  size  of  ]>age  5*8  x 8,  column  2H  xS, 
quarter  page  2^3  x 4 — no  extra  charge  lor  cutting 
column  rules  or  for  cuts  — no  type  restrictions — can 
use  any  cuts  — all  advertising  coj'jy  subject  to  editorial 
acceptance  — pul)lished  first  of  the  month  — copy  three 
weeks  in  advance. 


FOWLER’S  I’UHLICITY 


9^3 


S'r.  N 1 ('I  l(  >1  .AS  — moiuhly  — illuHtratofl  -bent 
literature  lor  younj;  (oiks  — prai  litally  the  oj\iy  niaua- 
xine  t»i  its  class  — circulation  7o,<h)o  — -j;eneially  dis- 
trilnitetl  over  tlic  entire  country  — 'Type  si/c  ol  [>aKC 
inside  of  sj>ecial  border  5)a  x 7;Vi  — column  x 
— lialf  page  5 'm  X 3 — quarter  page  2Hx3^  or5H 
X i',;  — No  extra  cliargc  ftir  any  reasonable  display- 
type  or  cuts  — i)ul)lislieil  on  the  25th  ot  eat  Ij  inuntn, 
advertising  copy  at  least  one  luontl)  in  advance. 


Ohio 


Akron 


SKI.K  ('IM.'l'U RK  — A magazine  of  knowledge  — 
montiily  — started  1S05  — circulation  70,000  — pub- 
lished in  the  interest  of  owners  of  tlie  Kncyclopx*dia, 
liie  greatest  of  all  reference  works.  The  subscribers 
are  studious,  thoughtful  people.  They  read  Ski.f- 
CuLTi'RE  from  cover  to  cover  each  month,  and  the 
advertisements,  too  ! It  is  natural  for  these  people  to 
buy  from  Ski.k  Cui.ti'kk  advertisers.  I'liey  believe 
tliat  what  Self  Cui.TUKEsays  is  so.  The  Kales  are 
a page^ 

Ontario 


Toronto 


MASSKV’S  — monthly — illustrated  — high-grade 
literature  — circulation  20,000  guaranteed — about  50% 
of  readers  in  Ontario,  25%  Manitoba,  Hritish  Colum- 
bia and  North  West  'I'erritories — 15%  Quebec — 10% 
New  Brunswick,  Nova  Scotia,  and  Newfoundland. 
Size  of  page  6K  x — no  type  restrictions,  can  use 
any  cuts  — wine  ads  prohibited  — published  first  of 
month.  Ads  must  be  in  first  of  montli  preceding. 


METHODIST  MAGAZINE  AND  REVIEW  — 
monthly  — illustrated  — literary  and  religious  — estab- 
lished 1S75  — circulation  almost  entirely  m the  Domin- 
ion of  Canada  in  tlie  wealthy  and  cultured  homes  — 
type  size  of  page  4%  x 7^  — column  2^  x 7^  — no 
extra  charge  for  cutting  column  rules  — no  type  restric- 
tions— can  use  any  kind  of  cuts  — publisher  reserves 
the  right  to  decline  any  advertisements  he  considers 
unsuitable.  Published  about  20th  of  previous  month. 
Advertisements  must  be  in  ten  days  ahead. 


Pennsylvania 

Philadelphia 

CHURCH  MAGAZINES  of  the  Church  Press 
Association  are  independent  monthly  publications 
issued  by  leading  churches  in  Philadelphia.  New 
York,  Boston,  and  other  cities.  Each  is  brimful  of  local 
church  news  and  high-class  advertising,  endorsed  by 
Pastor  and  congregation ; not  cooperative,  but  individ- 
ual church  journals  of  uniform  size,  character, and  16  to 
20  pages,  size  of  Century,  Harper's,  etc.  Combined  cir- 
culation 5J5. 000  copies  per  month  — same  ads. in  all  — a 
medium  which  reaches  the  most  refined  class  of  families 
in  eacli  city  — used  by  the  best  advertisers  in  the 
P^nited  f^tates. 

LIPPINCOTT’S  MAGAZINE  — monthly  — higli^ 

grade  literature  — started  1868 — circulation  50,000  — 
is  the  only  one  of  the  prominent  literary  Magazines 
published  outside  of  New  York  City,  and  necessarily 
reaches  a large  class  you  cannot  touch  in  any  other  way 
— our  special  feature  of  a comnlete  Novel  in  each 
issue  gives  us  a much  longer  life  than  any  other 
periodical.  Type  size  of  page  x 8 — no  extra 
charge  for  cuts  — can  use  any  cuts  — no  restrictions  — 
Published  22d  of  month  — ads  must  be  in  by  the  ist. 

Heats  and  Provisions 


Missouri 


St.  Louis 


BUTCHERS  AND  PACKERS  MAGAZINE  — 
monthly  — meats,  provisions,  packers,  cattlemen,  and 
canners — The  P>utcher  established  in  1880  and  changed 
to  Butchers  and  Packers  Magazine  in  1891 — sworn 
circulation  exceeding  42,000  — reaches  butchers, 
packers,  cattlemen  and  canners  generally  throughout 
United  States,  Canada  and  the  Provinces.  It  is  the 
“exclusive  official  organ  of  tlie  National  Butchers’ 
Protective  Association  of  the  United  States”  — unsur- 
passed medium  for  general  advertising  — illustrated  — 
60  to  100  pages  — type  size  10  x 8 — no  extra  charge 
for  cuts  — endorsed  by  leading  packers  and  butchers. 

Hedical  Papers 

nichigan 

Detroit 


THE  THERAPEUTIC  GAZETTE  — monthly  — 
general,  special,  and  physiological  therapeutics  — 


I'.ditors,  I)rH.  Iloiiart  .\.  H.ne  .ind  Edward  Martin 
"Started  in  1S76— subHcriplnm  list  numbers  over  8, 
gu.iranleed  circul.ilioii  every  issue  j5,«khj  — type  si/r 
oi  page  i)  X tan  use  any  cuts  published  on  tlu- 

151I1  of  each  month  -ads  must  be  in  two  weeks  in  ad- 
\ ancc  advertisers  gel  more  than  the  spat  e they  j).iy 
tor.  More  detailed  intonnation  promptly  turnislied 
upon  retjuest. 

Missouri 


St.  Louis 


MEDICAI,  HRIKK  — Monthly  — Estahlishud  1873 

— 25  years  of  unparalleled  success  — Ciirculation  in 
excess  ot  30,000  copies*  eacli  issue  — Cuts  of  any  de- 
scription used  — Size  of  page  8 x 4^  inches  — The 
recognized  bureau  for  tlie  excliange  of  inouiry  and 
opinion,  and  for  tlie  reports  of  cases  in  Practical, 
Scientific,  Progressive  Medicine  and  Surgery,  for  tlie 
Physicians  td  the  United  States  and  foreign  countries 

— Our  circulation  is  National  and  International  — 
Korms  close  ^tli  to  i6tli  of  montli  preceding  date  — 
Average  circulation  for  a year  32,315  per  issue. 


Mining  Papers 


Colorado 


Denver 


MINING  KKC()RJ> — daily  — except  Sunday  — 
enlarged  (double)  edition  every  Saturday — all  branches 
of  the  mining  industry  relating  to  production  of  tlie 
precious  metals  — started  1889  — circulation  3,500  — 
about  60%  of  readers  east  of  Mississippi  River,  30% 
west,  10%  in  Canada  and  foreign  countries  — Four 
pages,  13  X 17!^  type  size  — no  type,  column  rule  or 
cut  restrictions  — ads  must  be  in  9 a.  m.  — afternoon 
paper. 


ORES  AND  METALS— Monthly— Illustrated  — 
for  investers  and  operators  in  mills,  mines,  smelters 
and  mining  stocks — established  i8go — circulation  5,000 
— type  size  of  page  7 X 9 — column  13  ems  — no  extra 
charge  for  cuts  or  cutting  column  rules  — no  patent 
medicine  or  liquor  ads — published  15th  of  the  month — 
copy  for  ads  must  be  in  by  the  roth  — reliable  informa- 
tion furnished  concerning  mines,  mills  and  smelters  in 
the  Rocky  Mountain  region  — Subscription  one  dollar 
a year.  Ores  and  Metal  Publishing  Co.,  Room  23, 
Pioneer  Bldg. 

Horal  Education 


nichigan 
Ann  Arbor 


NEW  CRUSADE  — monthly  — moral  education  — 
established  1895  — circulation  5,000  guaranteed  and 
growing — type  page  3K  x 6% — no  extra  charge  for  cuts 
— printed  on  S.  S.  & S.  C. — forms  closed  loth  previous 
month.  Patent  medicine,  liquors,  and  tobacco  ads 
not  received. 

North  Maine  Woods  and 
Country 

Maine 


Phillips 

PHILLIPS  PHONOGRAPH  has  done  more  for 
woods  there  than  anything  or  anybody  else  but  the 
fish  and  deer  — send  for  a sample  copy  — it’s  gamey  — 
Brevier  and  nonpareil  type  — pages  (4)  22  x 28  — no 
extra  for  cuts  or  cutting  rules  unless  as  wide  as  three 
columns  — can  use  hciif-tones.  I make  ads  of  fishing 
tackle,  guns  and  ammunition  pay  the  advertiser.  J.  W. 
P>rackett. 


Notion  Papers 


New  York 


New  York  City 

DRY  GOODS  ECONOMIST  — has  the  ear  of  the 
notion  centers  of  the  world.  Talked  through  by  every 
“notion”  manufacturer,  wholesaler,  and  retailer. 
Searches  every  nook  and  cranny  for  the  “ latest  ” new 
thing.  Gives  pointers  and  prints  notion  facts.  Reaches 
the  buyer  and  he  purchases  from  its  “ lines.”  Size  of 
paeg  9^  x 14,  column  2^  x 14.  No  extra  charge  for 
cuts  if  furnished.  Half-tone  and  line  cuts  can  be  used. 
No  type  restrictions. 


Patriotic  Papers 

riassachusetts 

Koston 

AMI'.kICAN  (.'ITIZKN  — eight  page  weekly  — 
Saturdays  — patriotic  — circulation  in  every  state  and 
territory  in  the  E'niled  .Stales  — special  agents  in  all 
large  cities  and  counties  — actual  circulatitui  24,'xx>  — 
13,000  in  the  New  l.ngland  .States  — yjOo#^)  in  Mjddle 
Atlantic  — the  balance  west  — type  size  of  page  t^l/j  x 
— column  size  zj^xo^H — can  use  line  cut*-,  or 
Ciiarse  half-tones  — no  extra  for  cuts  — no  type  restric- 
tions — no  liquor  ads  allowed  — copy  for  ads  must  be 
in  'I’uesdays, 

Political,  Family,  and 
Business  Newspapers 

New  Jersey 


Trenton 


TRUE  AMERICAN  — circulation  5,500— delivered 
regularly  by  carriers  — no  street  sales  — 90%  of  circu- 
lation in  and  about  Trenton  and  among  the  best 
buyers — body  of  paper  set  in  minion  and  nonpareil  — 
ads  set  as  desired — use  cuts,  metal  bases  required  — 
8 pages  of  8 coumns,  rS.xzo;  size  of  column,  19^ 
lonjj — 13  ems  pica  wide  — no  extra  charge  for  cuts  or 
cutting  column  rules  — circulation  the  largest  of  any 
daily  paper  in  New  Jersey,  except  one  in  Newark  and 
one  in  Jersey  City. 


Texas 


Galveston 


NEWS  — morning,  Sunday,  semi-weekly  (Tuesday 
& Friday)  — circulation  bona  fide,  and  paid  m advance, 
hence  of  special  value  to  advertisers  — no  gratuitous 
distribution —the  leading  state  paper  — established 
1842  — A.  H,  Belor  & Co.,  publishers — also  of  the 
Dallas  Morning,  Sunday  and  .Semi-Weekly  News, 
published  at  Dallas,  Texas  — The  four  mediums  (Daily 
& Semi-Weekly)  effectively  cover  the  state,  and 
portions  of  Louisiana,  Arkansas  and  Indian  and  (Okla- 
homa Territories  — Type  size 'of  page  16^x20^  — 
Column  2^X20^^  — No  extra  charge  for  cutting 
column  rules,  or  for  cuts  — Nonpareil  smallest  type 
used,  othenA-ise  no  type  restrictions  — can  use  anv  cuts. 
J.  D.  Lorentz,  Eastern  Agent,  90  Tribune  Building, 
New  York. 


Political  Publications 


Georgia 


Atlanta 


PE(JPLE’S  PARTY  PAPER  — weekly — Thomas 
E.  Watson,  editor  — leading  populist  publication  in 
America  — started  1891  — (sworn)  average  circulation 
14,136  — 60%  readers  Georgia  and  South  — 20%  Texas 
and  Missouri  — 20%  scattering  West  — 8 columns,  4 
pages — columns  2^x23^  — no  extra  for  cuts  or 
cutting  rules  — ads  must  be  in  i week  in  advance  — 
no  questionable  business  accepted  — we  expose  bogus 
advertisers  — only  paper  read  by  50%  of  our  readers  — 
mailing  lists  open  to  advertisers. 

Popular  Medical 
Publications 

New  York 


New  York  City 


POPULAR  SCIENCE — or  Popular  Science  News, 
formerly  Boston  Journal  of  Chemistry  — monthly  — 
illustrated  — scientific  — educational  — popular  medi- 
cal— of  special  interect  to  chronic  invalids  — devoted 
to  nature,  botany,  arclijEology,  science,  invention, 
electricity,  chemistry,  medicine  and  hygiene  — estab- 
lished 31  years — average  circulation  during  1896, 
23,083  copies  of  each  issue  — type  size  of  page  7 x 10  — 
column  2 5^x  10  — no  extras  except  for  position  — 
readers  on  front  cover  page  a specialty  — published 
middle  of  month  — advertisements  should  be  in  a few 
days  in  advance.  Largest  circulation  of  any  scientific 
paper  in  the  world. 


984 


FOWLER’S  PUBLICITY 


Popular  Publications 

New  York 


New  York  City 

NEW  YORK  LEI )(iER  — weekly  — illustrated  — 
for  every  member  of  the  family  — started  1844  — circu- 
lation general  throughout  the  United  States  — reaches 
the  homes  of  the  great  middle  class — homes  of  dis- 
crimination, taste  and  purchasing  ability  — type  size 
of  pagegj^  x 14H  — extra  charge  for  cuts,  double 
column  or  heavy  type  — advertisements  — published 
Saturdays  — can  use  any  kind  of  cut  — advertisements 
must  be  in  3 weeks  in  advance. 


Printers’  Papers 

Illinois 


Chicago 

INLAND  PRINTER  is  the  leader  of  all  periodi- 
cals devoted  to  the  art  of  printing — To  keep  in  touch 
with  newest  type  faces,  modem  methods  of  illustration, 
best  styles  of  display,  most  advanced  processes  of 
photo-engraving  — in  fact,  with  all  up-to-date  knowl- 
edge of  the  subjects  of  which  it  treats,  the  only  safe 
course  is  to  subscribe  for  The  Inland  Printer — It  is 
issued  on  the  first  of  every  month,  and  contains  from 
one  hundred  to  one  hundred  and  twenty  pages  — It  is 
magnificently  illustrated,  its  make-up,  press  work,  and 
general  typograpliic  beauty  having  made  it  world- 
famous — It  is  ably  edited,  and  interests  everybody  — 
for  editor,  writer,  advertising  manager,  artist,  designer, 
stationer,  employing  printer,  book  lover  or  newspaper 
man,  it  is  the  journal  par  excellence  — $2.00  per  year, 
$1.00  for  six  months,  20  cents  a single  copy  — None 
free  — Published  by  The  Inland  Printer  Company, 
212  Monroe  Street,  Chicago;  38  Park  Row,  New 
York. 


Indiana 


Indianapolis 

TYPOGRAPHICAL  JOURNAL— bona  fide  sworn 
circulation  22,000  per  month  — reaches  every  reputable 
newspaper,  job  and  publishing  house  in  U.  S.  and 
Canada  — has  double  the  circulation  of  any  other 
paper  reaching  the  printing  interests,  and  is  the  only 
medium  of  the  kind  that  gives  a sworn  statement  of 
circulation  — it  is  set  in  long  primer,  brevier  and  non- 
pareil— page  measures  110  lines  or  220  lines  for  the 
two  columns,  agate  measurement — publication  semi- 
monthly size  — of  page  s^x  8K  — 1^0  extra  charge  for 
cutting  rules — half-tones  used  — the  membership  of 
the  organizations  represented  is  35,000. 


Publishers’  Papers 

New  York 


New  York  City 

FOURTH  ESTATE  — weekly  — illustrated  — 
journalism  and  advertising  — started  18^4  — circulation 
7,500  among  newspaper  and  magazine  publishers, 
editors,  advertising  agents  and  general  advertisers,  in 
all  parts  of  the  United  States  and  Canada  — no  “ ex- 
change” or  free  list  — type  size  of  page  ii}4  x 8, 
column  1 1 ^ X I Yi — cuts  and  display  subject  to  approval 
— published  Thursdays  — ads  must  be  in  Tuesdays. 


NEWSP.APERDOM  — Only  journal  in  the  world 
devoted  expressly  to  the  business  end  of  the  small 
city  daily  and  the  country  weekly  — practical  and  help- 
ful and  newsy  — illustrated  — started  1892  — every 
Thursday  — Substantial  paid  circulation — dollar  a year 
— advertising  $2  an  inch  — discount  for  time  only  — 
every  ad  attractively  displayed  and  located  on  page 
with  reading  matter  — standard  newspaper  measure  — 
no  restrictions  — Reaches  owners  and  managers  of 
newspapers,  the  men  who  buy. 

Railroads  and 
Engineering 

New  York 


New  York  City 

AMERICAN  ENGINEER  CAR  liUlLDER  & 
RAILROAD  JOURNAL — established  1832 — monthly 
— illustrated  — circulation  4,500  — reaching  every  state 
in  the  Union  and  Canada  — also  a large  foreign  circu- 
lation — M.  N.  Forney  and  W.  H.  Marshall,  Editors 
— type  size  of  page  7 K x 10^  — can  use  any  cuts  with- 


out extra  charge  — cut  column  rules  — no  type  restric- 
tions— published  first  of  month  — ads  must  be  received 
by  2oth. 

RAILROAD  GAZETTE  — weekly  — published 
every  Friday  — illustrated  — specialty,  railroads  and 
general  engineering  — started  1856 — size  of  page  9x14 
— column  2y& — the  subscription  of  the  Railroad  Gazette 
stands  first  in  quality  among  railroad  officers  who  con- 
trol railroad  management  and  have  authority  to  order 
supplies  — it  also  stands  first  in  the  amount  of  reading 
matter  furnished  subscribers  and  also  in  advertising 
patronage  — sample  copies  free. 


Railway  Guides 

Quebec 

riontreal 


INTERNATIONAL  RAILWAY  GUIDE  AND 
DOMINION  GAZETTEER— monthly—  railways  — 
steamships,  steamers,  express,  telegraph  and  hotel  in- 
formation — corrected  monthly  — established  1866 — cir- 
culation 6,800  — 10,000  — circulation  only  claimed 

on  subscription  list  ~only  officially  recognized  guide 
in  Canada  — size  of  type  page  jVs  x — can  use  any 
cuts  — no  type  restrictions  — published  first  of  each 
month  — ads  must  be  in  by  26th  of  previous  month  — 
selling  price  10  cents  — subscription,  per  annum. 


Recreation 


New  York 


New  York  City 

OUTING  — monthly — illustrated — sport,  trade,  and 
fiction  — started  1S82  — circulation  79,000  — about  70% 
east  of  Mississippi  including  Canada  — 30%  West  — 
type  size  of  page  ^ 8 — columns  2j^  x 8 ^—quarter 
page  254  X 4 — no  extra  charge  for  cutting  column  rules  or 
for  cuts  — advertisements  appear  also  in  English  and 
Australian  editions  if  ordered  — published  the  28th  of 
the  previous  month  — ads  must  be  in  4 weeks  in 
advance. 


Religious  Publications 

California 


Oakland 


SIGNS  OF  THE  TIMES  — weekly  — Seventh 
Day  Adventist  — started  1874  — circulation  40,000 
copies  — reaches  every  state  in  the  Union  — 80%  east 
of  Rockies  — a family  paper.  Type  size  of  page  8f^ 
X 12^  — column  2%  x 12^  — no  extra  charge  for  cut- 
ting column  rules,  or  for  cuts  — no  type  restrictions  — 
can  use  any  cuts  — patent  medicine  and  wine  ads  pro- 
hibited — all  ads  subject  to  approval  of  managers  — 
published  Thursdays  — ads  must  be  in  Fridays. 


Illinois 


Chicago 

NORTHWESTERN  CHRISTIAN  ADVOCATE 

— weekly  — Methodist  Episcopal  — established  1856 

— circulation  25,000  regular  subscribers  — reaches 
northwestern  states  — type  size  of  page  7^  x ii  14- 
Column  2}^  X 7^^  — published  Wednesdays  — ads 
must  be  in  Saturday  previous  — no  extra  charge  for 
cuts  or  cutting  column  rules. 


Massachusetts 


Boston 


THE  SACRED  HEART  REVIEW  — weekly  — 
owned  and  published  by  100  leading  Catholic  Clergy- 
men in  New  England  — has  the  endorsement  and 
active  practical  encouragement  of  Archbishops, 
Bishops,  and  clergy.  This  gives  it  a peculiar  and  ex- 
clusive influence  and  makes  it  valuable  to  the  advertiser. 
Circulation  40,000  — rates  20  c.  per  line,  5%  250,  10% 
^00,  20%  1,000  lines  discount.  Length  of  column  196 
lines  agate  — width  30  agate  lines  — four  columns  to 
page  — no  extra  charge  for  cuts  or  cutting  column 
rules  — use  any  kind  of  cut. 


WATCHMAN  — weekly — Baptist — established 
1819  — circulation  17,000  — oldest  llaptist  family 
journal  in  the  country  — circulation  entirely  to  regular 
subscribers  and  among  the  better  class  of  readers  — 
the  leading  paper  of  the  denomination  — type  size  of 
page  7 X loK*  column  2M  x 10%  — no  extra  charge  for 
cutting  column  rules  and  for  cuts  — no  type  restrictions 
— can  use  any  cuts  — published  Thursdays — ads  must 
be  in  Monday  night. 


SUNDAY  SCHOOL  HELPER  — monthly  — de- 
voted  to  interests  of  Universalist  Sunday-school  teach- 
ing— established  in  1870.  Circulation  5000  — a text 
book  for  the  teachers  of  three-quarters  of  all  the  Sun- 
day Schools  of  the  denomination.  Type  size  of  page 
7/4  X 4J4.  No  extra  charge  for  cuts.  Publishers  re- 
serve right  to  decline  advertisements  deemed  unsuitable 
to  character  of  magazine. 


Nebraska 


Omaha 


OMAHA  CHRISTIAN  ADVOCATE—  started  in 
1888  — circulation  6,000 ; reaches  middle  and  upper 
families  of  Nebraska,  South  Dakota,  and  Western 
half  of  Iowa.  A home  paper.  Type  size  of  page  9}4 
X 13 column  2 54  ^ ’3^  — no  extra  charge  for  cut- 
ting column  rules  or  for  cuts  — no  type  restrictions  — 
can  use  any  cuts  — published  Thursdays  — ads  must 
be  in  by  Monday. 


New  Brunswick 


St.  John 


MESSENGER  AND  VISITOR  — weekly  — Bap- 
tist  — established  1S84 — accepted  and  only  organ  of 
the  48,830  Baptist  membership  in  Maritime  Canada  — 
furnishes  affidavit  of  5947  actual  average  circulation 
during  1896 — reaches  choice  circulation  in  New 
Brunswick,  Nova  Scotia,  and  Prince  Edward’s  Island 
— Type  size  of  page  9^  x 1354  — advertising  column 
2/4  X 1354  — no  extra  charge  for  cutting  column  rules 
and  for  cuts  — heavy  type  not  desired  — cuts  also 
should  be  light  — published  Wednesdays. 


New  York 


New  York  City 

CHRISTIAN  ALLIANCE  — weekly  — unde- 
nominational  — started  1885  — circulation  20,000  guar- 
anteed — type  size  page  loYz  "X-tM  — column  size  2^ 
inches  — no  extra  charge  for  cutting  column  rules  or 
display  — no  cut  restrictions  — medical  advertise- 
ments prohibited  — published  Monday  — no  copy  re- 
ceived after  Saturday  preceding  issue. 


CHRISTIAN  ADVOCATE  — weekly — Methodist 
Episcopal  — started  1826  — now  in  seventieth  year  — 
circulation  over  40,000  — reaches  well  to  do  and 
wealthy  church  members — largest  portion  of  subscrip- 
tion list  is  in  Eastern  and  Middle  States  — Uses  ex- 
treme care  in  admitting  advertisements  — those  of  a 
medical  nature  largely  excluded  — type  size  of  page 
X i6|4.  column  2^4  x i65^  — no  extra  charge  for 
cuts  — no  advertiser’s  face  admitted  in  advertisement. 
Published  Thursdays  — advertisements  must  be  in  by- 
noon  Mondays. 


CHRISTIAN  HERALD,  New  York,  has  the 
largest  circulation  of  any  religious  weekly  paper  in 
America,  and  is  one  of  the  best  paying  advertising 
mediums  known.  Beautifully  printed  m colors.  Aver- 
age circulation  during  1896  185,590  each  week.  Adver- 
tising rate  fsubject  to  change)  $1.00  per  agate  line. 
$14  per  inen.  170  lines  to  column,  4 columns  (680 
lines)  to  page.  Forms  close  ten  days  in  advance  of 
date.  For  further  information  address  P.  B.  Brom- 
field,  97  Bible  House,  New  York  City. 


ST.  .ANDREW’S  CROSS  — monthly  — illustrated 

— started  1886  — circulation  21,636  (average  Vol.  X) 

— about  70%  of  readers  east  of  Mississippi  River  — 
20%  west  — 10%  in  Canada  and  foreign  countries  — 
type  size  of  page  754  x 10  — column  zft  x 10  — no 
extra  charge  for  cutting  column  rules  or  for  cuts  — no 
type  restrictions  — no  objectionable  advertising  re- 
ceived — published  27th  of  each'month  — ads  must  be 
received  by  24th  — a religious  paper  for  busy  people  — 
a first-class  medium  for  first-class  advertising  — mail- 
ing list  always  open  for  inspection  — circiriation  in- 
creasing. 


Ohio 


Cincinnati 


CHRISTIAN  STANDARD,  published  weekly  at 
Cincinnati,  C)liio,  reaches  nearly  100,000  readers  each 
week.  An  article  of  merit  advertised  in  tliat  paper 
will  bring  profitable  returns  to  the  advertiser. 


LOOKOUT  — weekly  — Christian  Endeavor  — 
started  1888  — circulation  27.733  — distributed  through 
Western,  Southern,  and  Northern  States  — type  size 
of  page  754  X 12  — column  2%  x 12  — no  extra  cliarge 
for  cuts  or  special  position  — advertising- policy  mo.'it 
liberal  to  encourage  results  — no  type  restrictions  — 
publislied  Saturday  — ads  received  up  to  noon  on  day  of 
publication. 


FOWLER'S  FUBIJCITY 


Dayton 

I\KI>IGIOl'S  TKLKSC()i*K  — weekly  — I'liitcd 
llrclhren  in  Chri.^t  — established  iS.vi  — circnlaii(jn 
iS,ooo  — reaches  the  iiros{)erous  cultured  constiiuciuy 
of  the  deiuimination  it  rej>re8ents  in  the  Middle  and 
Western  Stales  — a strictly  home  and  family  paper. 
'I'vpe  si/.e  of  paper  7^  x nH,  32  images,  column  i.j  ems 
jhca  wide  — agate  lines  long,  3 columns  to  page  — 
no  extra  charge  for  cutting  column  rules  nor  for  cuts  — 
no  type  restrictions  — can  use  any  cuts  but  for  long 
time  orders  metal  base  electros  desired  — imblished 
Wednesdays  — ads  must  be  in  Saturdays. 


Ontario 


Toronto 


CHRISTIAN  GUARDIAN — weekly  — the  offi- 
cial  organ  of  the  Methodist  (.  hurch  of  Canada  — es- 
tablished 1829  — its  constituency,  the  Methodist  homes 
of  Canada  from  Newfoundland  to  llriiish  Columbia  — 
16  pages  — size  of  type  page  11  Kx  i6  inches  — 
columns  2H  x 15^-  No  extra  charge  for  cutting 
column  rules  or  for  cuts.  No  type  restrictions  — can 
use  only  open  line  cuts  and  on  solid  metal  bases  — 
nubhshed  every  Wednesday  — ads  must  be  in  on 
^londay  morning. 


Pennsylvania 


Harrisburg 

EVANGELICAL  — weekly  — United  Evangelical 
Church  — started  1888  — circulation  7,000 — all  regular 
subscribers  — largest  subscription  list  in  the  city  or 
county  — reaches  middle  class  of  people  in  Middle  and 
Western  States  — a family  paper — Rev.  H.  B.  Hartz- 
ler,  D.  n. , editor  — 8 pages  — type  size  of  page  12  54  x 
20  — column  2%  X 20  — no  extra  charge  for  cutting 
column  rules  or  for  cuts  — can  use  any  standard  cuts  — 
published  Wednesdays  — a strictly  first  class  paper. 


Philadelphia 

CHRISTIAN  INSTRUCTOR  — weekly  — 1522 
Chestnut  St.,  Phila.,  Pa.  — issued  54  years  — Organ 
United  Presbyterians  — circulation  8,000  — subscribers 
prosperous  and  sound  in  loyalty  to  their  Church  and 
paper  — careful  readers  who  regard  with  respect  almost 
amounting  to  reverence  what  they  find  in  this  paper  — 
gradually  increasing  circulation  each  year  — 16  pages  — 
type  size  9K  x 13K  — Column  2%  x 13^^  — dated 
Thursday  — to  press  Monday  — Advertising  details 
managed  by  Religious  Press  Association,  PhiJa.,  Pa. 


CHRISTIAN  RECORDER  — weekly  — 631  Pine 
St.,  Phila.,  Pa.  — issued  45  years  — official  church 
organ  African  Methodists  — separate  organization  pe- 
culiar to  itself  — the  fact  that  so  good  a paper  can  be 
maintained  and  edited  by  colored  people  shows  that 
the  colored  race  has  vastly  improved  in  culture  and 
ability  to  conduct  their  own  affairs  — only  paper  — 
subscribers  good  purchasers  of  ordinary  things  of  life 

— intelligent  and  thrifty  class  — faithful  readers  and  to 
the  extent  of  their  ability  w'ise  purchasers  — paying  for 
what  they  buy — shrewd  advertisers  seek  their  custom 
and  find  it  through  this  paper  — proud  of  their  paper 

— circulation  9000  — 8 pages — type  size  1354  x 19*4 — 
column  254  X 1954  — dated  Thursday  — to  press  Mon- 
day— Advertising  details  managed  by  Religious  Press 
Association,  PhiU. 


CHRISTIAN  STANDARD— weekly  — 921  Arch 
St.,  Phila.,  Pa. — issued  32  years  — Non-sectarian  — 
principally  Methodists  — general  amongst  all  denomi- 
nations with  the  people  whose  aim  is  promotion  of 
Christian  Holiness  — circulation  14,000 — subscribers 
serious  people  — thoughtful,  forward  looking  — an  ex- 
clusive following  not  reached  otherwise  — subscribers 
who  get  their  religious  information  from  this  paper  — 
trust  it — follow  its  recommendations  — 20  pages  — 
type  size  x ii54 — dated  Saturday  — to  press  pre- 
vious Saturday  — Advertising  details  managed  by  Re- 
ligious Press  Association,  Phila. 


CHURCH  MAGAZINES  of  the  Church  Press 
Association  are  not  art  publications,  nor  denomina- 
tional journals  — they  are,  in  reality  individual  church 
newspapers  issued  by  wide  awake  churches  in  Phila- 
.delphia,  New  York,  Boston,  and  other  cities,  each  one 
brimful  of  local  church  news  items  of  interest  to  the 
church  membership  — all  denominations  — not  co- 
operative, but  uniform  in  size,  style,  and  advertising. 
Combined  circulation  85,000  copies  per  month  directly 
into  the  homes  of  the  most  renfied  families  of  eacfi 
city.  Edited  by  the  pastors  and  welcomed  by  the 
people. 


EPISCOPAL  RECORDER— weekly— 718  San- 
som  St.,  Phila.,  Pa.  — issued  77  years  — only  organ 
Reformed  Episcopal  Church — Episcopal  denomina- 
tion Americanized  — great  influence  — circulation 


9'‘^5 


Middle  States  — mostly  cities  — subscribers  cultivated 
earnest  ru  li  people  — received  into  households  where 
it  is  without  a competitor  and  where  its  word  is,  as  it 
were,  the  ecclesiastical  law  and  guide  — (..'irculation 
4000—  pages  — type  size  x 135^  — cijlunm  z/a  x 
13*4  — dated  'I'liursday  — to  press  Monday  — Adver- 
tising details  managed  liy  Religious  Press  Association, 
Phila.,  Pa. 

LUTHERAN  OBSERVER  — weekly  — 132S 
Clicstnut  St.,  Phila.,  Pa. —issued  71  years  — leading 
evangelical  Lutheran  organ — clironicles  and  discusses 
all  that  is  going  on  in  Lutheran  churches  and  communi- 
ties — oldest  and  exceeds  circulation  all  other  Knglisli 
Lutheran  papers  — represents  the  Americanized  I.uth- 
erans  — subscribers  substantial  people  — Middle  States 
and  near  by  western  states  — circulation  18,000  — 32 
pages  — type  size  of  page  6%  x io-)4  — column  2"%  x 
10-K  — dated  Friday  — to  press  Monday  — Advertising 
details  managed  by  Religious  Press  Association, 
Philadelphia.  

PRESBYTERIAN  JOURNAL  — weekly  — 1328 
Chestnut  St.,  Phila.,  Pa. — issued  22  years  — live  paper 
■ — progressive  Presbyterian  and  Evangelical  — attracts 
attention  and  keeps  things  stirring  — attractive  to  re- 
ligious readers  generally  because  of  its  free  discussions 
within  its  recognized  standards  — circulation  10,000  — 
chiefly  Middle  States  and  middle  west  — subscribers 
active  minded  and  prosperous  families  able  to  buy 
what  they  want  — comforts  and  luxuries — 24  pages  — 
type  size  7x11  — column  2^  x 11  — dated  Thursday  — 
to  press  Monday  — Advertising  details  managed  by 
Religious  Press  Association,  Phila. 


REFORMED  CHURCH  MESSENGER  — 
weekly  — 1025  Arch  St.,  Phila.,  Pa.  — issued  65  years 
— -official  organ  Reformed  Church  — commonly  known 
as  the  German  Reformed  — largest  circulated  English 
paper  — growing  continuously  in  usefulness  and  de- 
nominational appreciation  — ^fiddle  States  principally 
Pennsylvania  — Circulation  12,000  — suoscribers  staid 
responsible  people  — provident  and  thrifty  — large 
tow’ns  suburban  and  farming  constituency — 16  pages 
— type  size  95^  x 14  — Column  2^4  x 14  — Dated 
Thursday  — to  press  Monday  — Advertising  details 
managed  by  Religious  Press  Association,  Phila. 

THE  RELIGIOUS  PRESS  ASSOCIATION, 
BUSINESS  OFFICE,  104  South  i2ih  Street,  is 
formed  by  the  Association  together  of  eight  leading 
weekly  religious  papers  for  purposes  of  economy  in 
their  advertising  departments.  Aggregate  circulation 
exceeds  240,000  copies  each  issue.  Issued  from  22  to 
77  years  they  are,  with  one  exception,  the  only  papers 
published  in  Philadelphia  representing  their  denomina- 
tions. Some  are  the  only  papers  of  their  denomina- 
tions; others  the  official  organ  of  the  denomination. 
These  papers  furnish  the  easiest,  quickest,  surest  and 
cheapest  way  to  an  endorsed  introduction  in  over  240,- 
000  families  weekly.  No  extra  charge  for  electrotypes 
or  double  column  display.  Single  column  electros  2^4 
nches  wide.  Column  length  varies  from  10^  to  19^4 
inches.  Copy  received  Saturday  morning  is  in  time 
for  all  the  papers.  Copy  received  Monday  morning 
can  get  in  some  papers,  but  must  take  run  of  paper. 
Advertisements  changed  every  w eek  if  desired.  Par- 
ticular information  suited  to  each  advertiser  for  any  or 
all  the  papers  given  on  application  to  The  Religious 
Press  Association,  Philadelphia,  Pa. 

The  Sunday  School  Times,  Evangelical  — 1031  Wal- 
nut St.  The  Lutheran  Observer,  Lutheran  — 132S 
Chestnut  St.  The  Christian  Standard,  Methodist  — 
921  Arch  St.  The  Ref’d  Church  Messenger,  Refd 
Church — 1025  Arch  St.  The  Presbyterian  Journal, 
Presbyterian  — 132S  Chestnut  St.  The  Christian  In- 
structor, United  Presby’n  — 1^22  Chestnut  St.  The 
Episcooal  Recorder.  Ref’d  Episcopal — 718  Sansom 
St.  The  Christian  Recorder,  Afr’n  Methodist  — 631 
Pine  St. 

THE  SUNDAY  SCHOOL  TIMES  — weekly — 
interdenominational  — started  1^9  — circulation  to 
regular  subscribers  150,000  — 99%  distributed  pretty 
evenly  throughout  United  States  and  Canada  in  pro- 
portion to  population,  among  Sunday  School  teachers 
and  superintendents,  ministers  and  other  Christian 
w'orkers,  1%  foreign  circulation.  Type  size  of  page 
954  X 135^  — column  2]^  x 1354  — no  extra  charge  for 
cutting  column  rules  or  for  cuts  — heavy  black  cuts 
and  type  not  admitted  — special  guarantee  of  adver- 
tiser’s reliability  is  published  each  week  on  last  page. 
Published  Saturdays.  Ads  must  be  in  10  A.  m.  Mon 
day 


Scientific  Publications 

New  York 


New  York  City 

POPULAR  SCIENCE  — or  Popular  Science 
News,  formerly  Boston  Journal  of  Chemistry  — 


monthly  — llUiKtrated  — scientific  — educational 
|>o|)ul.ir  mcdii.il  — of  special  interest  to  chronic 
invalids  — tlevoted  to  nature,  i>otany,  arcli.ioiogy, 
H(  iente,  invention,  electricity,  cheniisiry,  medicine, 
and  liygiene  — established  31  years  — average  circula- 
tion during  1896,  23,083  copies  of  each  iMue  — type 
si/.e  of  i)age  7 x 10  — column  2 x jo  — no  extras  ex- 
cept for  position  — readers  on  front  cover  [>age  a 
specialty  — publi.shed  middle  of  month  — advertise- 
ments should  be  in  a few  days  in  advance,  l^argest 
circulation  of  any  scientific  paper  in  tlie  world. 


SCIENTIFIC  AMERICAN  — weekly  — illus- 
trated  — treats  of  science,  mechanics  and  new  inven- 
tions — established  1 H45  — subscription  ;^3  — national 
circulation  of  highest  character  and  influence  — size 
printed  page  14%  ^ <)%,  four  columns  2'%  wide  — no 
extra  charge  for  cuts  or  double  column,  i-’ublished 
Saturdays  — Advertisements  must  be  in  ten  days  in 
advance.  Publish  also  Scientific  American  Fmilding 
Edition  — monthly  — fully  illustrated,  including  a 
colored  plate  — established  1885  — 20  pages  — goes  to 
Architects,  Builders,  and  those  about  to  build. 


Semi=WeekIies 


Colorado 


Salida 


SEMI-WEEKLY  MAIL  — oldest  paper  in 
county — started  1880  — circulation  1,200  — popula- 
tion 3,500  — railroad,  agricultural,  and  mining  — 
column  22  inches  long,  13  ems  wide  — size  of  paper 
24x36  — no  extra  charge  for  cuts  or  cutting  column 
rules  — take  any  kind  of  ads  — published  Tuesdays 
and  Fridays — J.  F.  Krdlen,  Proprietor. 


Iowa 


Mt.  Ayr 

TWICE-A-WEEK  NEWS  — semi-weekly  — 
started  1892  — independent  — leading  and  official 
county  paper  — only  publication  completely  covering 
Ringgold  county.  Circulation  1820  — average  for 
1896,  1781  — type  size  of  page  14  x 20  — column  2M 
X 20  — use  metal  base  cuts  and  half-tone  engravings 
— no  extra  charge  for  cuts  or  cutting  column  rules  — 
no  type  restrictions  — no  special  positions  — no 
variation  in  rates  — objectionable  ads  prohibited. 


New  Jersey 


Westfield 


UNION  COUNTY  STANDARD  — Westfield, 
N.  J.,  is  the  heart  of  Union  County  — centre  of  $300,- 
000  worth  of  Telford  stone  roads  — the  Union  County 
Standard,  semi-weekly  — Tuesday,  Friday,  8 pages, 
6 columns  ; length  of  column  20  inches  — use  ordinary- 
cuts — best  paper  in  the  county.  Reaches  the  homes 
— that’s  where  the  money  is  for  the  advertiser  — sub- 
scription $2  per  year  — advertising  information  from 
C.  E.  Pearsall,  Manager,  Westfield,  N.  J.  “ If  you. 
want  your  ad  to  reach  the  homes,  try  the  Standard.” 


Short  Story  Publications 

New  York 


New  York  City 

NEW  YORK  LEDGER  — weekly  — illustrated 
— for  ev^ery  member  of  the  family  — started  1S44  — 
circulation  general  throughout  the  United  States  — 
reaches  the  homes  of  the  great  middle  class  — homes 
of  discrimination,  taste  and  purchasing  ability  — type 
size  of  page  954  x 14^  — no  extra  charge  for  cuts, 
double  column  or  heavy  type  advertisements  — pub- 
lished Saturdays  — can  use  any  kind  of  cut  — adver- 
tisements must  be  in  3 weeks  in  advance. 


Society  Papers 


New  York 


New  York  City 

NEW  YORK  HOME  JOURNAL  — weekly  — 
society  and  literary  — fiftieth  year  — circulation 
10.000  — unequalled  tor  quality  by  any  journal  in  the 
United  States,  going  almost  exclusively  among  fam- 
ilies of  wealth  and  cultivation  — reaches  the  fashionable 
world  of  the  large  American  cities  and  their  suburbs, 
also  London  and  Paris  — type  size  of  page  14J4  x 20 


986 


FOWLER’S  PUBLICITY 


inches  — column  2^  x 20  inches  — no  type  restrictions 
— no  extra  charge  for  cuts  or  double  column  — pub- 
lished Wednesday  — advertisements  should  be  in  by 
Monday. 


Ohio 


Cleveland 


CLEVELAND  TOWN  TOPICS  - published 
every  Saturday.  Now  in  its  ninth  year.  Circulation 
guaranteed  to  exceed  6300.  Advertising  pages  contain 
four  columns,  ten  inches  long,  columns  two  inches 
wide.  Can  use  the  finest  cuts.  Accepts  only  high 
grade  business.  No  medical  ads.  The  only  society 
journal  in  Ohio.  Contains  also  dramatic  news  and 
notes. 


Ontario 


Toronto 


TORONTO  SATURDAY  NIGHT  — weekly  — 
Started  in  1887  — 12  pages,  society,  literary,  art,  and 
drama,  size  20^  x 14  inches  — wide  columns  — circu- 
lation 14,800  — circulates  among  the  cream  of  the  pop- 
ulation, principally  in  Ontario  — regular  subscribers 
and  large  street  sales  — advertising  rates  and  sample 
copies  on  application  — postal  will  bring  you  the  ex- 
periences of  America’s  largest  and  most  successful 
advertisers  with  our  columns.  Sheppard  Pub.  Co. 


Sporting  Papers 

Illinois 


Chicago 

THE  AMERICAN  FIELD  — for  sportsmen,  not 
sports  — circulation  15,000,  but  the  paper  is  borrowed 
so  much  it  is  as  good  as  50,000 — established  1874  — 
covers  the  whole  country  and  is  about  evenly  dis- 
tributed — published  weekly  — type  size  of  page  954  x 
14  — column  2^  X 19  — practically  no  restrictions  on 
type  or  cuts. 


Story  Publications 

riassachusetts 


Boston 


YOUTH’S  COMPANION  — weekly  — illustrated 
— for  the  whole  family  — started  1827  — circulation 
541,638  — about  85%  east  of  Rockies,  balance  in  ex- 
treme West  and  Canada  — Type  size  of  page  9J4  x 
14^,  column  2^  X 14^^  — no  extra  for  cutting  column 
rules  — no  extra  for  cuts  — large  heavy  type  not 
admitted  — can  use  any  cuts  if  not  too  black  — invest- 
ments ads.  prohibited  — Published  Thursdays  — ads. 
must  be  in  3 weeks  in  advance. 


New  York 


New  York  City 

ARGOSY  — monthly  — fiction.  Started  Decem- 
ber, 1S82  — circulation  75,000  throughout  United 
States  and  Canada  — Type  size  of  adv  pages  5 k*  x 8 
— columns  2^  x 8 — quarter  page  2^^  x 4,  or  in  d.  c. 
form  2 deep  X 5^.  No  extra  charge  for  cutting 
column  rules  or  for  cuts  — no  adv  less  than  one  inch 
accepted,  and  d.  c.  ads  must  measure  one  inch  deep, 
an  aggregate  of  28  agate  lines.  All  advs  must  be  set 
attractively.  Line  or  wood  cuts  or  half-tone  illustra- 
tions may  be  used.  Published  first  of  each  month. 
Advs  must  be  received  five  weeks  in  advance  of  date  of 
issue. 


NEW  YORK  LEDGER  — weekly  — illustrated  — 
for  every  member  of  the  family  — started  1S44  — circu- 
lation general  throughout  the  United  States  — reaches 
the  homes  of  the  great  middle  class  — homes  of  dis- 
crimination, taste  and  purchasing  ability  — type  size  of 
page  954  X — no  extra  charge  tor  cuts,  double 
column  or  heavy  type-advertisements  — published 
Saturdays  — can  use  any  kind  of  cut  — advertise- 
ments must  be  in  3 weeks  in  advance. 


Sunday  Newspapers 

Massachusetts 


Boston 


GLOBE  — morning,  evening,  Sunday  — political, 
family,  and  business  newspaper  — read  at  home  and 
office  — started  1872  — circulation  daily  188, ogi,  Sunday 
25>'4?S)  .liiglt  water  mark  640,250  — about  65%  of 
readers  in  or  within  20  miles  of  Boston,  Italance  in 
New  England  and  entire  country  — Type  si2e  ot  page 


17  X 22,  column  2 x 22  — extra  for  cutting  column  rules 
and  for  cuts  — can  use  only  outline  cuts  — ads.  must  be 
ill  8 I*.  M.  for  morning,  10  a.  m.  for  evening. 

Sunday  School  Teachers’ 
Help 

Ontario 


Toronto 


SUNDAY  SCHOOL  BANNER  — monthly  — for 
Sunday  School  teachers  — established  1866  — circulat- 
ing in  the  Dominion  of  Canada  and  Newfoundland  — 
size  of  type  page  5 x 7J4  — column  234  x jYz  — no 
extra  charge  for  cutting  column  rules  — no  restrictions 
on  cuts  — the  publisher  reserves  the  right  to  accept 
only  such  advertisements  as  he  considers  suitable. 
Published  about  ist  of  previous  month.  Ads  must  be 
in  ten  days  ahead. 


Surgical  Journals 

New  York 


New  York  City 

INTERNATIONAL  JOURNAL  OF  SURGERY 
— monthly  — devoted  to  practical  surgery  and  gyne- 
cology — a journal  for  the  surgeon  and  general  practi- 
tioner. This  publication  has  the  largest  circulation  of 
any  monthly  medical  or  surgical  journal  of  recognized 
standing  published.  The  average  circulation  is  over 
28,000  copies  each  month  and  reaches  a class  of  physi- 
cians who  have  money  to  buy.  Size  of  advertising 
page  6^  X 934  inches.  Published  by  International 
Journal  of  Surgery  Co.,  J.  MacDonald,  Jr.,  Secy.  & 
(len.  Mgr.,  106  Fulton  Street. 

Trade  Papers 

Illinois 


Chicago 

DOMESTIC  ENGINEERING  — published 
monthly  and  weekly  — circulation,  monthly  8,000  per 
month — circulation  weekly,  7,500  per  week  — size 
monthly  type  page  ’jYz  x 10  — size  weekly  type  page, 
5x8  — weekly  published  Saturdays  — monthly  pub- 
lished the  middle  of  each  month.  Devoted  to  plumb- 
ing, healing,  lighting,  and  ventilation. 


PAINT,  OIL,  AND  DRUG  REYIEW  — a 
journal  devoted  to  paints,  petroleum,  and  other  oils, 
glass,  drugs,  chemicals,  etc.  $2  a year — published 
every  Wednesday  — type  size  of  page  7^8  x 11% 
inches  — size  of  column  3^  x ii^  inches  — no  extra 
charge  for  cuts — thoroughly  circulates  among  manu- 
facturers and  dealers. 

Indiana 


Indianapolis 

INDIANAPOLIS  TRADE  JOURNAL —weekly 
— wholesalers,  jobbers,  and  manufacturers  — started 
Feb.  ist,  1890  — circulation  4500  — reaches  retailers 
throughout  Indiana,  Illinois,  and  Ohio  — type  size 
of  page  1834  X 2534 — column  2^^  x 253^ — can  use 
any  cuts  except  half-tones — no  extra  charge  for  cut- 
ting column  rules  — published  Saturdays  — ads  must 
be  in  Wednesday?  — only  commercial  trade  paper 
published  in  Indiana. 


Massachusetts 


Boston 


BOOT  AND  SHOE  RECORDER— weekly— larg- 
est  shoe  and  leather  journal  in  the  w’orld  — Circulation 
equal  to  that  of  any  three  similar  publications  in  the 
United  States — read  by  the  best  class  of  manufacturers, 
jobbers,  and  retailers  — Type  size  page  7^  x 10^  — 
jirinted  on  good  paper  in  good  style  — To  intending 
advertisers,  write  us  for  specimen  copy,  rates,  etc. — 
The  Loot  and  Slioe  Recorder  has  a large  and  growing 
foreign  circulation  that  brings  returns  — Try  it  and 
watch  the  result. 


NEW  ENGLAND  GROCER  — weekly — grocery, 
provision  and  produce  trades  — started  1877  — circula- 
tion 5,000  — only  paper  of  its  kind  in  New  England  — 
owned  by  retail  grocers  — for  all  grocers  all  the  time  — 
type  size  of  page  8^  x 1234  — column  2^  x 123^  — can 
use  cuts — no  extra  charge  for  cuts — no  type  restrictions 
— published  Friday  — ads  need  be  in  by  Wednesday. 

LORDS'  POWER  & MACHINERY  MAOA- 
ZI  NK  — montlily  — illusirated  — for  power  users,  sta- 
tionery, and  marine  engineers.  Circulation  1896, 10,000 


— type  page  8 x 434,  two  columns,  no  extra  charge  for 
cuts  or  cutting  rules ; no  ads  on  reading  pages  — pub- 
lished first  of  month ; ads  must  be  in  by  20th. 


TEXTILE  WORLD — monthly — illustrated — covers 
textile  manufacturing  industries — oldest  in  field — estab- 
lished 1868  — claims  largest  circulation  and  offers  to 
compare — has  largest  number  of  advertisers — type  size 
page  8 x 434,  2 columns  — can  use  any  cuts  — no  extra 
charges  for  cuts  or  cutting  rules  — no  ads  on  reading 
pages  — published  15th  of  month — ads  must  be  in  by 
5th.  On  Jan.  ist,  1897,  absorbed  Textile  Mfrs.  Review 
and  Industrial  Record,  which  had  previously  combined 
five  other  textile  journals.  Published  complete  direc- 
tories of  trade  (free  to  advertisers). 

Minnesota 


Minneapolis 

NORTHWESTERN  MILLER  — weekly  — 24th 
year — illustrated — from  40  to  50  pages  per  week — circu- 
lation 5,000  — over  g of  it  paid  at  the  rate  of  $3  per 
year — in  advance — size  uf  page  (type  8^  x 12  34)  size  of 
columns  234  ^ — standard  journal  of  the  trade  — 

400  annual  regular  advertisers  — advertising  and  sub- 
scription receipts  exceed  those  of  all  the  other  milling 
journals  in  the  world  combined  — circulation  in  all  the 
flour-producing  slates  — in  all  the  eastesn,  southern, 
and  foreign  flour  markets  — advertising  rates  furnished 
on  application. 


flissouri 


St.  Louis 


STOVES  AND  HARDWARE  REPORTER  — 
published  weekly  at  St.  Louis,  Mo. — the  only  weekly 
hardware  paper  published  west  of  the  Mississippi  — 
has  a circulation  of  over  7,000  each  week  among  the 
best  of  the  retail  trade  in  ever>'  western  state — contains 
information  of  value  to  the  trade,  and  is  considered  by 
them  as  indispensable — has  among  its  advertisers  some 
of  the  best  firms  in  the  country  who  have  been  continu- 
ous customers  for  many  years. 


New  York 


New  York  City 

BOOTS  AND  SHOES  WEEKLY  — illustrated  — 
boot  and  shoe  trade — started  1883  — reaches  retailers — 
the  cream  of  the  trade — as  well  as  manufacturers  and 
jobbers  in  all  parts  of  the  United  Slates  and  in  many 
foreign  countries — type  size  of  page  734  x io34 — column 
2^  X io34  — no  extra  charge  for  cuts  — display  type  or 
for  cutting  rules  — published  every  Wednesday  — ads 
must  be  in  on  Friday  before  date  oi  publication. 


CARPENTRY  AND  BUILDING  — monthly — 
illustrated.  Established  1879.  A practical  magazine 
for  Architects  and  Builders.  Treats  on  carpentry  and 
joining,  framing  and  construction,  masonry,  plastering, 
roofs  and  cornices,  heating  and  ventilation,  cabinet 
work,  architectural  design  and  drafting.  Type  size  of 
page  6%  X II.  Column  234  x 11.  No  extra  for 
cutting  column  rules  or  for  cuts.  Advertising  forms 
close  on  the  20th  of  each  month. 


DAILY  METAL  MARKET  REPORT  — daily — 
the  metal  and  iron  trades  — reaches  the  miners  and 
smelters  of  copper,  tin,  lead,  antimony,  speller  — con- 
sumers of  all  metals  — purchasing  agents  of  principal 
railway  and  steamship  lines  — tlie  canning  trade  — and 
dealers  in  metals,  iron  and  steel  in  the  United  States, 
Canada,  and  Mexico.  Advertisements  are  so  dissemi- 
nated among  the  reading  matter  as  to  assure  the  atten- 
tion of  readers.  Size  of  page  io34  x 14  — the  only 
daily  metal  paper  in  the  world. 


PRY  GOODS  CHRONICLE  — circulation  10,000 
copies  weekly  guaranteed  and  proven  when  desired  — 
published  weekly  — every  Saturday  morning  — started 
1S85 — reaches  the  retail  jobbing  and  manufacturing  dry 
goods  trade.  Type  size  of  page  13  x 9 — columns  13  x 
2J4 — printed  on  calendared  paper — printfinest  cuts. 


DRY  GOODS  ECONOM I ST— Weekly— Saturdays 
— most  valuable  information-carrier  and  largest  Diy 
Goods  paper  in  the  world.  Read  at  home,  tlie  store 
and  the  null.  Reaches  retailers,  wholesalers  and  man- 
ufacturers botli  in  Europe  and  America.  Tells  how, 
where  and  what  to  l)uy  and  how,  when  and  what  to 
sell.  Size  of  page  934  x 14,  column,  234  ^ M- 
extra  charge  for  cuts  if  furnished.  Half-tone  and  line 
cuts  can  be  used.  No  type  restrictions. 


ELECTRICAI2  WORLD  — weekly  — electrical  — 
started  1874  — circulation  three  times  that  of  any  other 
electrical  journal  in  the  world — actual  average  for  entire 
year  1896,  per  issue,  10,061 — sworn  statement— reaches 
every  electrical  company  that  can  be  reached  by  .a 
newspaper  advertisement — type  size  of  page  834  x 1 1 — 
column  2 X II — can  use  any  cuts  — no  e.xtra  charge  lor 


i<'()\vli-:r’s  I'LJHLici'rv 


987 


ciJttinp  column  rules.  I'uhlishcd  every  Saturday  — 
ada  rcicived  until  Thursday  morning.  OlVuc  253 
Hroadway. 

HARDWARE  DEALERS’  MAt;.\/lNE  — 
monildy  — hardware  — stoves  and  liousc  furnislu»>K 
Roods  -started  1893 — circulation  10,000 — reaches  every 
dealer  in  hardware  in  the  United  States  and  Canada, 
carrying  a stock  of  goods  in  value  exceeding  $3,000  — 
type  si/.e  of  page  sVa  x 8 inches  — no  extra  iharge  for 
reducing  cuts— money  expended  for  advertising  outside 
of  iliis  maga/.ine  is  a partial  duplication  of  circulation 
and  to  that  extent  an  unnecessary  expenditure — D.'I’. 
Mallett,  publisher,  271  I’roadway. 


HKATINO  AND  VENTILATION- monthly — 
illustrated  — high-grade  technical  publication  devoted 
exclusively  to  subjects  indicated  by  title  — guaranteed 
circulation  5,000  copies  — tirst-class  advertising  me- 
dium, reaching  largest  buyers  of  all  classes  of  healing 
and  ventilating  apparatus  in  United  States  and  Europe 
type-size  of  advertising  page  7 K inches  by  11  inches; 
column  2L"  X ii  inches  — ^;three  columns  to  page  — no 
restrictions  on  use  of  cuts  or  style  of  type  — issued  on 
15th  of  month — ads  must  be  in  by  loth. 


IRON  AOK  — Weekly,  witli  Semi-Monthly  and 
Monthly  Editions.  The  leading  journal  of  the  Hard- 
ware, Iron,  Machinery  and  Metal  Trades.  C'irculates 
extensively  among  Merchants  and  Manuf.acturers 
throughout  the  United  States  — large  and  influential 
list  of  subscribers  in  the  principal  countries  of  the 
world.  Type  size  of  page  6^  x 1 1 ; Column  2^  x 11. 
No  extra  charge  for  cutting  column  rules.  No  type 
restrictions.  Can  use  cuts  of  any  description.  Pub- 
lished Thursday — Advertising  closes  Tuesday. 


JEWELER’S  CIRCULAR  AND  HDROLOGI- 
CAL  REVIEW  — 7J4  X 10 — type  size  of  page,  3 col- 
umns 10  inches — no  extra  charge  for  cutting  rules  or 
display  — no  restrictions  as  regards  cuts  — or  any  kind 
of  advertisements  applicable  to  the  jewelry,  watch, 
silverware,  optical  and  kindred  trades. 


METAL  WORKER  — weekly  — Saturdays  — illus- 
trated — started  1874  — devoted  to  the  stove,  tin,  sheet 
metal,  roofing,  cornice,  plumbing  and  heating  trades. 
Circulates  throughout  the  United  States  and  Canada, 
Type  size  of  page  6%  x ii  — columns  zYs  x ii  — no 
extra  charge  for  cutting  column  rules  or  for  cuts. 
Advertising  forms  close  Friday  morning. 


SHOE  AND  LEATHER  REPORTER  — every 
Thursday — established  1857 — circulation  5,000,  Ameri- 
can and  foreign — covers  hide  dealers,  manufacturers  of 
shoes  and  leather,  kindred  industries,  shoe  jobbers, 
findings  dealers  — type  size  of  page  S%  x 12  — column 
2^  X 12  — no  restrictions  on  cuts,  type  or  cutting  rules 
— ads  received  until  Tuesday  p.  m.  — publish  annual 
directory  of  shoe  and  leather  trade  in  United  States, 
Canada,  and  leading  foreign  houses.  Only  book  of 
kind  published — contains  advertising. 


TOBACCO  — a weekly  illustrated  newspaper  of  28 
or  more  pages,  published  in  the  interest  of  tlie  whole- 
saler and  retailer  of  cigars,  cigarettes,  manufactured 
tobacco,  snuff  and  smokers’  sundries  — largest  circula- 
tion in  United  States  of  any  tobacco  trade  paper — size 
of  page  9x13  — column  2^4  x 13  — no  extra  charge  for 
cuts  or  cutting  column  rules  — heavy  display  type  ad- 
mitted — published  every  Friday  — ads  must  be  in  not 
later  than  Thursday  morning. 


Pennsylvania 


Philadelphia 

KEYSTONE  — monthly  — jewelry  and  optical  — 
started  1880 — circulation  15,000  — readies  retailers, 
manufacturers  and  wholesalers  throughout  America  — 
type  size  of  page  8^  x 13  — column  2^  x i2j4  — no 
extra  charge  for  cutting  column  rules  or  for  cuts  — 
published  first  of  month  — ads  must  be  in  by  25th  — 
B.  Thorpe,  Publisher,  office  19th  & Brown  Sts. 


Weekly  Newspapers 


Colorado 


Loveland 


REPORTER  — weekly  — called  “ the  only  strictly 
truthful  paper  in  Colorado”  — started  18S0  — circula- 
tion 1100  and  still  growing  — eight  pages  — type  size 
of  page  13^  X 20 — no  restrictions  regarding  column 
rules  or  type  — obscene  ads  barred  — published  in  an 
agricultural,  mining  and  stock-raising  country  where 
there  is  a good  supply  of  money  and  a large  mail  order 
business  is  transacted  — sample  copy  and  advertising 
rates  free  upon  application  — a clean,  original,  home 
weekly  paper. 


Illinois 

Chicago 

I'.tjU  rrV  — weekly  — illustrated  - ^ Represents  best  ! 
business,  financial,  railway,  corporate,  educational,  1 
politiial,  economic  and  social  interests  - A joiirn.il 
that  seeks  to  elevate  and  u{)buil(l,  not  only  the  masses, 
but  all  business  interests,  and  condemns  demagogues 
and  wreckers  — started  1888  — circul.ition  22,500  — 
Reaches  imelligent  classes  througliout  the  land  Tyi^^^ 
si/.e  of  page  9}^  x 1314  -column  2}^  x 1314  — no  extra 
charge  for  cutting  column  rules,  or  fi)r  cuts  — can  use 
any  cuts  — published  Saturdays. 

Monmouth 


REPUBI.ICAN-.yrL.AS—  weekly  — est.iblished 
1S46  — guaranteed  circulation  1700  — a copy  goes  into 
every  square  mile  in  Warren  County  — “ good  words 
from  advertisers”  on  file  in  the  office.  Type  size  of 
page  15^  X 20  — column,  2^4  x 20.  Any  reasonable 
cuts  used.  The  Republican-.Atlas  guarantees  adver- 
tisers the  largest  circulation  in  the  county.  It  pays  to 
include  this  paper  in  covering  Illinois. 

Massachusetts 


Boston 


GLOBE  — morning,  evening,  Sunday  — political, 
family,  and  business  newspaper  — read  at  liome  and 
office  — started  1872  — circulation  daily  188,091,  Sun- 
day 2511.^85,  high  water  mark  640,250  — about  65%  of 
re.iders  in  or  within  20  miles  of  Boston,  balance  in 
New  England  and  entire  country  — Tvpe  size  of  page 
17  X 22,  column  2 x 22  — extra  for  cutting  column  rules 
and  for  cuts  — can  use  only  outline  cuts  — ads.  must  be 
in  8 l’.  M.  for  morning,  10  a.  m.  for  evening. 


Somerville 


CITIZEN  — weekly  newspaper  — established  1888 

— circulation  3500  — chiefly  local  — high-grade  matter 
only  — read  in  families  of  well-to-do  people  — uses 
extra  care  in  editing,  make-up  and  arrangement  — no 
liquor  ads  — can  use  any  cuts;  excellent  results  with 
half  tones  — Type  size  of  page  13  x 19J4  — widtli  of 
column  2^  ( 13  em)  — no  extra  charge  for  cuts,  cutting 
column  rules  or  changes,  unless  demands  are  excessive 

— rates  invariable  — Character  of  circulation  counts. 

South  Framingham 

TRIBUNE  — every  Friday  — local  news,  stories, 
agricultural  and  other  special  features  — leading 
weekly  in  this  vicinity  — all  home  print  — covers  several 
towns  — established  1883 — eight  to  ten  pages  — type 
size  page  13^  x 20  — column  zYs  x 20  — no  extra 
charge  for  cutting  column  rules,  or  for  cuts  — any  style 
cut  or  type  — South  Framingham  is  most  important 
railway  center  in  Eastern  Massachusetts — we  also 
print  editions  for  Holliston,  Ashland,  Sherborn, 
Southboro,  Sudbury,  fine  adv'ertisers. 

nichigan 

Ann  Arbor 

REGISTER  — general  county  news  — weekly — 12 
pages  — 72  20  inch  columns  — 10,000  prosperous 
readers  — covers  entire  county  of  60,000  population. 


Saginaw 

SAGINAW  POST  — weekly  — German  — Inde- 
pendent— started  1887  — circulation  5,000,  all  regular 
subscribers  — reaches  the  large  and  prosperous  Ger- 
man population  of  the  fertile  Saginaw  Valley,  central 
and  northern  Michigan  — is  read  by  the  whole  family 
— 8 pages  — type  size  of  pages  15^x22  — columns  2'^ 
X 22  — no  extra  charge  for  cutting  columns  — can  use 
any  cuts  — weak  men  and  all  other  objectionable  ads 
prohibited  — published  'Fhursdays  — ads  must  be  in 
Mondays.  

New  Hampshire 


Hillsboro  Bridge 

MESSENGER — weekly  — local  — started  1866  — 
circulation  1300  — type  size  of  page  24x38  — column 
2H  X 24  — no  extra  for  cuts  or  cutting  column  rules  — 
publication  Thursdays  — ads  in  Tuesdays  — only  local 
paper  with  g^iaranteed  circulation  for  twenty  miles. 
Brehaut  & McPhail,  Publishers. 


I New  Jersey 

Atlantic  City 

SUNDAY  JOURNAL  — Sunday  — Independent  — 
family  and  business  newspaper  — circulation  2400  to 
2800  — varies  according  to  sales  on  the  streets  — recog- 
nized amusement  paper  of  this  resort  in  ^summer  — 


Rt.irtfd  1859  - type  hI/(;  of  {>.agc  13K'  x 20,  (.-oluinii  2'/ 
X 20,  c.iii  uve  .my  cult.  no  uxtr.i  for  culling  t.olurnii 
rulc:^  no  type  rcHlrictiona  — publltlicd  Suntlayn. 

New  York 


Mount  Holly 

DISPA  TCH  -political,  family,  and  bu8ini-’»s  (tatter 

— eslablished  in  18X7  circulation,  — reaclic:; 

every  post  office  in  tlie  county— sold  Ity  newstlealer'* 

— the  only  paper  in  central  Jersey  with  a strictly  (taid- 
in-advance  circulation  — type  ai/e  of  page  ij/A  x 
columna  2Y6  x — no  extra  charge  f<tr  cutting  col- 
umn rules  and  f<tr  cuts  — can  use  every  clasa  of  cuts  if 
not  too  black  — no  type  restrictions  — objectionable 
ads  |)roliil)ited  — jtublished  'Thursdays  — aua  must  be 
in  Tuesdays. 


New  York  City 

N KWS  LETTER  — weekly — illustrated — political, 
family  and  business  newspaper,  devoted  to  the  interests 
of  tile  Staten  Island  portion  of  (ircater  New  York  — 
circulation  5.000,  confined  princijially  to  that  borough 

— type  si/.e  of  page  13^  x 10,  column  13J4  x 2%  — cuts 
and  display  subject  to  approval  — published  .Saturdays 

— ads  must  be  in  Fridays. 


Ohio 


Athens 


ATHF.NS  MK.SSKN'f;KR&  H KRAI.  I)  — weekly 

— old  family  paper  of  Athens  County  — started  1825 

— circulation  3,615  — type  size  of  page  x 19K  — 
no  extra  charge  for  cutting  column  rules  and  for  cuts 

— no  type  restrictions  — published  Thursday  of  each 
week  — Advertising  propositions  promptly  attended  to 

— one  price  to  all. 


Ontario 


Toronto 


MAIL  AND  EMIMRE  — weekly  — organ  of  the 
conservative  party  of  Canada  — circulation  principally 
in  the  Province  of  (.)ntario,  the  garden  spot  of  Canada 
— circulation  24,256  — eight  pages  — column  2Y9  X2ij4 
— A great  medium  through  which  to  reach  the  rural 
population  of  Canada. 


Weekly  Publications 

Colorado 


Colorado  Springs 

THE  MINING  INVESTOR  — weekly  - for  in- 
vestors  generally  and  investors  in  mining  properties 
and  mining  stocks  in  particular  — circulation  1,500  — 
small  circulation  in  France,  England,  and  Germany, 
Canada  and  Mexico  — type  size  of  page  SY  x ii  — 
columns  2%  x 9— any  cuts  can  be  used — no  extra  charge 
for  cutting  rules — published  Saturdays — The  Colorado 
Springs  Gazette  Pub.  Co.,  W.  McK.  Barbour, 
Secretary. 

riassachusetts 


Boston 


YOUTH’S  COMPANION  — weekly— illustrated — 
for  the  whole  family — started  1827 — circulation  541,638 
— about  85%  east  of  Rockies,  balance  in  extreme  West 
and  Canada  — Type  size  of  page  9J4  x 14H.  column 
zY  X 14H — rio  extra  for  cutting  column  rules  — no 
extra  for  cuts  — large  heavy  type  not  admitted  — can 
use  any  cuts  if  not  too  black  — investments  ads.  pro- 
hibited — Published  Thursdays  — ads.  must  be  in  3 
weeks  in  advance. 

New  York  


New  York  City 

H-ARPER'S  BAZAR — Weekly — Illustrated — Type 
size  of  page  gK  x 14— Column  zMx  14 — Four  columns 
to  the  page — No  extra  charge  for  cutting  column  rules 
or  for  cuts  — No  type  restrictions — Can  use  any  cuts — 
Published  Friday  of  each  week. 


HARPER'S  ROUND  TABLE  — Weekly  — Illus- 
trated—Size  of  page  7 X qH.  Column  zK  x gH — Three 
columns  to  the  page — No  extra  charge  for  cutting 
column  rules  or  for  cuts  — No  type  restrictions  — can 
use  any  cuts  — Published  Tuesday  ot  each  week. 

HARPER'S  WEEKLY  — Weekly  — Illustrated  — 
Type  size  of  page  gl^  x 14  — Column  2^x14  — Four 
columns  to  the  page  — No  extra  charge  for  cutting 
column  rules  or  for  cuts  — No  type  restrictions  — Can 
use  any  cuts  — Published  Wednesday  of  each  week. 


988 


FOWLER’S  PUBLICITY 


NEW  YORK  LEDGER  — weekly  — illustrated  — 
for  every  member  of  the  family  — started  1844  — circu- 
lation general  throughout  the  United  States  — reaches 
the  homes  of  the  great  middle  class — homes  of  discrim- 
ination, taste  and  purchasing  ability — type  size  of  page 
X 14% — no  extra  charge  for  cuts,  double  column  or 
heavy  type  advertisements  — published  Saturdays — can 
use  any  kind  of  cut— advertisements  must  be  in  3 weeks 
in  advance. 


Woman’s  Publications 

Massachusetts 


Boston 


YOUTH’S  COMPANION  — weekly — illustrated  — 
for  the  whole  family — started  1827 — circulation  541,638 
— about  85%  east  of  Rockies,  balance  in  extreme  West 
and  Canada — Type  size  of  page  x 14^8,  column  2% 
X 14^4  — no  extra  for  cutting  column  rules  — no  extra 
for  cuts  — large  heavy  type  not  admitted — can  use  any 
cuts  if  not  too  black  — investments  ads.  prohibited  — 
Published  Thursdays  — ads.  must  be  in  3 weeks  in 
advance. 


New  York 


New  York  City 

I, ADI ES’  WORLD — montlily — illustrated — house- 
hold — established  1S79  — circulation  nearly  400,000 


copies  (90  per  cent,  going  to  subscribers,  10  per  cent, 
sold  by  news  agents)— 4 columns  to  the  page  — column 
2 inches  wide,  200  lines  in  depth  — no  extra  charge 
for  cuts  or  electrotypes  — no  charge  for  cutting  rules  — 
advertisements  measured  in  agate,  14  lines  to  the  inch- 
only  thoroughly  reputable  advertising  accepted  — ads 
must  be  in  five  weeks  in  advance  of  date. 


NEW  YORK  LEDGER — weekly — illustrated — for 
every  member  of  the  family — started  1844 — circulation 
general  throughout  the  United  States  — reaches  the 
homes  of  the  great  middle  class — homes  of  discrimi- 
nation, taste  and  purchasing  ability  — type  size  of 
page  9J4  X 14^  — no  extra  charge  for  cuts,  double 
column  or  heavy  type  — advertisements — published 
Saturdays  — can  use  any  kind  of  cut  — advertisements 
must  be  in  3 weeks  in  advance. 


THE  PURITAN  — Monthly — profusely  illustrated 
— woman’s  interests,  art  and  fiction.  Started  January, 
1897.  Circulation  i5o,ooocopies  throughout  the  United 
States  and  Canada.  Type  size  of  page,  8^  x 12}^  in. 
Adv.  columns  2 in.  wide.  Printed  throughout  on  fine 
grade  coated  paper.  One  inch  smallest  adv.  accepted. 
Only  highest  grade  of  adv’g  taken.  P'orms  close  four 
weeks  in  advance  of  date  of  issue,  which  is  the  first  of 
each  month. 


WOMAN’S  WORLD  AND  JENNESS  MILLER 
MONTHLY — illustrated — a family  journal  devoted  to 
everything  that  appeals  to  woman,  home  and  society 
— guaranteed  paid-in-advance-subscriptions  100,000 
monthly;  size  of  page  16  x ii;  14^  column,  four 


columns  to  the  page,  column  in.  wide  — no  extra 
charge  for  cutting  column  rules  or  for  cuts.  Can  use 
any  cuts — no  type  restrictions.  Published  25tlt  of  pre- 
ceding month,  forms  close  the  15th. 


Ohio 


Springfield 

WOMAN'S  HOME  COMPANION  — monthly 
— illustrated  — for  women  and  their  families  — started 
1873 — circulation  220,000  — circulates  all  States  — type 
size  of  page  9^  x i4yj  (198  agate  lines) — column  2^  x 
i4y*j  — heavy  type  and  black  cuts  must  be  lined  — pub- 
lished first  day  of  each  month — copy  must  be  in  on  5th 
of  preceding  month. 


Young  People’s  Papers 


Massachusetts 


Boston 


YOUTH'S  COMPANION— weekly— illustrated  — 
for  the  whole  family — started  1827 — circulation  541,638 
— about  85%  east  of  Rockies,  balance  in  extreme  West 
and  Canada  — Type  size  of  page  9^  x 14^,  column 
2"%  X 14}^ — no  extra  for  cutting  column  rules  — no 
extra  for  cuts  — large  heavy  type  not  admitted  — can 
use  any  cuts  if  not  too  black  — investments  ads.  pro- 
hibited — Published  Thursdays  — ads.  must  be  in  3 
weeks  in  advance. 


I 


FOWLICK’S  Pl'I’.LICITV 


9S9 


COOPERATIVE  PAPERS 

Atlantic  Coast  Lists 

Atlantic  Coast  Lists  arc  made  Uj)  of  ten  separate  lists,  any  or  all  of  which  may  he 
used,  thus  enabling  advertisers  to  cover  individual  sections  ot  territory.  'I'he  1600 
napers  comprising  these  lists  reach  from  the  State  of  Maine  to  the  Mississippi 
River. 

63  i>er  cent,  have  no  local  competition,  being  the  only  journals  issued  in  their 
respective  localities,  and  88  per  cent,  are  the  only  papers  of  their  towns  or  pub- 
lished at  county  seats.  cover  a thinl  of  the  entire  rural  population  of  the 

Atlantic  slope  and  a sixth  01  the  reading  population  of  the  United  States  living 
outside  the  large  cities. 

'I’hey  are  local  family  papers,  the  home  publications  of  the  country  people. 

These  lists  are  in  a class  by  tliemselves.  No  other  like  lists  approach  them 
either  in  circulation  or  general  quality  of  the  papers. 

When  the  Atlantic  Coast  Lists  are  used  the  advertiser  may  rest  assured  he  has 
the  best  to  be  procured. 

Headquarters,  134  Leonard  Street,  New  York  City. 


New  York  Newspaper  Union 
List 

New  York  State 

Alden  . • . Industrial  Union 

Almond  True  Issue 

Angelica Republican 

Ardsley Herald 

Auburn  Argus 

Kay  Side North  Shore  Review 

Bridgehampton News 

Brooklyn Uptown  Weekly 

Cairo Herald 

Carmel Courier 

Castleton Press 

Center  Moriches Messenger 

Central  Square News 

Charlotte News 

Chateaugay Journal 

Chateaugay Record-Democrat 

Chester Dispatch 

Cleveland Lakeside  Press 

Clyde  Herald 

Comwall-on-Hudson Local 

Croton-on-Hudson Journal 

Davenport  Standard 

De  Ruyter American 

East  New  York Globe 

East  New  York Record 

East  Otto News 

Echo Port  Jefferson  Echo 

Ellicottville News 

Fair  Haven Register 

Fishkill Times 

Fort  .'\nn Republic 

Frankfort  Register 

Franklinville Chronicle 

Freeport Review 

Friendship Register 

Genoa Tribune 

Gilboa Monitor 

Glen  Cove Echo 

Glendale Advertiser 

Goshen News 

Groton News 

Hannibal New'sand  Reveille 

Harlem  Record 

Haversiraw News 

Herjnon Observer 

Hicksville Press 

Highland  Falls.. New’s  of  the  Highlands 

Hillsdale Harbinger 

Hume  Enterprise 

Hyde  Park  (s.  M.) News 

Ithaca Chronicle 

Ithaca ....  Saturday  Union 

Lansingburg  Times 

Lestershire . ...  Independent 

Little  Valley Spy 

Long  Island  City Flag 

Lyons Courant 

Mamaroneck Register 

Mohawk Eagle 

Monroe Herald 

Monticello Republican  Watchman 

Moravia  Republican 

New  Brighton Standard 

Newtown Sun 

New  York Central  Echo 

New  York Hebrew  Leader 

New  York ^Nationalist 

New  York National  L.  D.  Gazette 

New  York The  Suburban 

Northport Journal 

Oyster  Bay Pilot 

Peekskill Blade 

Philadelphia Budget-Monitor 

Philmont Sentinel 

Pine  Hill Optic 


Portville Autograph 

Pratlsville News 

Randolph Register  and  Courant 

Riverhead Courier 

Rose Astonisher 

Rosendale Star 

Round  Lake Enterprise 

Rushville Review 

Saratoga  Springs  (m.) Monitor 

Savannah Times 

Savona Review 

Schoharie  Union 

Sea  Cliff News 

Sidney Advocate 

Sidney  Center Transcript 

Silver  Springs Sun 

Sing  Sing News 

Solvay ^iail 

South  New  Berlin Bee 

South  Otselic Gazette 

Spring^vater Enterprise 

Stapleton Herald 

Stapleton Spectator 

Stillwater Journal 

Syracuse Hebrew  Globe 

Tompkinsville Democrat 

Tuckahoe Bulletin 

Tuckahoe Citizen 

Vernon Times 

Warwick  Dispatch 

Waterford Advertiser 

Weedsport  Sentinel 

Wells Record 

Westchester Independent 

White  Plains Argus 

White  Plains News 

Whitestone Herald 

Whitestone Long  Island  Sound 

Windham  Gazette 

Woodhull Republican 

Youngstown News 

New  Jersey 

Closter Chronicle 

Cramer  Hill Stockton  Independent 

Cranbury Press 

Deckertown Recorder 

Hamilton  Square  Cm.) Journal 

Hoboken  (m.)..R.R.  Employes*  Gazette 

Jersey  City Democrat 

Jersey  City Herald 

Madison Democrat 

Newark Hebrew  Leader 

Park  Ridge Local 

Passaic Item 

Passaic Record 

Pemberton  (m.) Times 

Penn  Grove Record 

Short  Hills Item 

Swedesboro News 

Tuckerton Beacon 

Vineland  (m.) Outlook 

Vineland Recorder  and  Guest 

West  Hoboken Leader 

W est  Summit N ews 

W estwood  Chronicle 

Woodbridge Independent  Hour 

Woodbridge Register 

Pennsylvania 

Bellefonte Patron 

Brockwayville Record 

Carbondale The  Reveille 

Covington Sun 

Coopersburg Sentinel 

Corry Leader 

Dushore Review 

East  Stroudsburg New's 

Freeland Progress 

Hawley Times 


Il.i/.leton  Journal 

Hyde  i'.irk  (Scranton) I'.agic 

Jermvn Pre^H 

Lanstord Kecoid 

Laportc Democrat 

Laportc Nows  Item 

Mai)leton  Depot Item 

Mihlinlown Star 

M illersburg Sentinel 

Millville Tablet 

Monongahela Daily  Republican 

Muncy  ...  Luminary 

Normalville Mountaineer 

Northumberland I’ublic  Press 

( Irwigsburg News 

Parkesburg Times 

Pen  Argyl Index 

Pine  Grove  Herald 

Poitsville Review 

(Juakertown Times 

Saint  Clair Splinters 

Selinsgrove Times 

Shainokin Ledger 

Sharpsville Advertiser 

Souderton Independent 

South  VV’illiamsport Star 

I'ioga Argus 

Tionesta Republican 

Towanda Local  Item 

Ulysses Sentinel 

Wallingford  (m.) Church  Herald 

Windgap  Dispatch 

Connecticut 

Branford Opinion 

Clinton  Shore  Recorder 

Darien Review 

Groton Review 

Guilford Echo 

New  Britain Independent 

New  Canaan Messenger 

Niantic News 

Noank Pioneer 

Old  Lyme  Breeze 

Ridgefield Press 

South  Manchester News 

Unionville Tunxis  Press 

Wallingford Times 

Woodbury Reporter 

Virginia 

Belle  Haven ....  Farmer  and  Fisherman 

Chase  City Progress 

Culpeper Enterprise 

Franklin Democrat 

Norfolk  Herald 

Pratts Free  Press 

Richmond Catholic  Visitor 

Winchester Press 

North  Carolina 

Elizabeth  City North  Carolinian 

Kernersville Advocate 

Windsor Ledger 

Windsor Orient 

Other  States 

Ashland,  N.  H Item 

Enfield,  N.  H Advocate 

Rochester,  N.  H Record 

Bristol,  Vt Herald 

Jericho,  Vt Press 

Shelburne  Falls,  Mass Echo 

Newport,  R.  I Enterprise 

Harrington,  Del Record 

Wilmington,  Del.  (s.  m.)... Muster  Roll 

Georgetown Courant 

Cumberland,  Md Courier 

Elkton,  Md Appeal 

Moorefield,  W.  Va Examiner 

Abbeville,  S.  C Press  and  Banner 

Georgetown,  S.  C Times 

KeyWest,Fla.  (4T.A.W).  Daily  Equator 
Democrat 

Palm  Beach,  Fla.  (m.) Voice 

Vidalia,  La Sentinel 

Coleman,  Tex Voice 

Goldthwaite,  Tex Mountaineer 

Union  Printing  List  of  New 
York 

New  Y'ork  State 

Albion News 

Amityville Chronicle 

Andover News 

Athens  News 

Babylon  (m.) Beacon 

Blauvelt News 

Bliss Tidings 

Brooklyn H erald 

Brooklyn Ledger 


Brooklyn Reporter 

Caledonia Advertitter 

( armel Republit  an 

( astilc CaMiiian 

( hester Newft 

(!oliocton 'J'inies 

Copenhagen Newh 

l)obb»  l erry Register 

East  Hampton Star 

Last  New  Vork ....  Advertiser 

Last  Norwich Lnterpnnc 

ICdward.s Record 

Findley  Lake Breeze 

Flushing News 

Flushing Times 

Fulton Patriot 

Fultonville Republican 

Glen  Cove Gazette 

Harlem Uptown  V'isitor 

Harrison Herald 

Haverstraw  'I'inies 

Islip Herald 

Jeffersonville Record 

Katonah Times 

Long  Island  City Herald 

Long  Island  (Jiiy Mirror 

Marion Enterprise 

Montgomer>' Standard 

Mount  Vernon  (m.) Ihoneer 

New  Berlin Gazette 

New  York  (m.)..  .Amer.  Home  Jounial 

New  York Bulletin 

New  York Citizen 

New  York Suburban  New  Yorker 

Ocean  Hill  (Brooklyn) Advertiser 

Oswego  Falls Observer 

Parish Mirror 

Pelham Press 

Pike Gazette 

Pleasant  Valley Herald 

Pleasantville Journal 

Port  Chester Republican 

Port  Leyden Courier 

Randolph Enterprise 

Rockaway  Beach Wave 

Roslyn News 

Rotterdam  Junction News 

Rye Recorder 

Sidney  Record 

Smyrna  Press 

South  Hannibal American  Herald 

Spencerport Star 

Spring  Valley Press 

Tottenville Times 

Walden Herald 

Watervleit Journal-Democrat 

Westchester Globe 

Williams  Bridge. North  Side  City  Press 

Williamstown Local 

Woodside Tribune 

New  Jersey 

Asbury  Park  (m  ) Farmer’s  Voice 

Bayonne Democrat 

Butler Argus 

Clifton Weekly 

Florence  Sunshine 

Frenchtown Independent 

Garfield News 

Glen  Gardner Avalanche 

Hackensack Index 

Jersey  City Call 

Jersey  City  (m.) Scout 

Kearny Republican 

Keyport Weekly 

Newark Christian  Monitor 

Newton Record 

Paterson People 

South  Amboy Citizen 

To\\ti  of  Union... North  Hudson  World 

West  Hoboken Contractor 

Peiinsj'lvania 

Catasauqua Dispatch 

Corry  (2  t.  a.w.) Leader 

Danville  (3  t.  a.w.) Daily  Record 

Danville Weekly  Record 

Easton Am.  Home  Journal- 

P'actoryville Tidings 

Forest  City News 

Girardville  Item 

Jersey  Shore  Herald 

Mercersberg Journal 

New  Tripoli  (m.) Youth’s  Blade 

Philadelphia  (m.).  • .Am.  Home  Journal 

Shaefferstown Exchange 

Smethport Democrat 

Towanda  (2  t.  a.w.) hem 

Tremonl Press 

Troy Gazette 

Massachxisetts 

Boston  (m.).  . - American  Home  Journal 
Lowell Sunday  Press 


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990 


Oxford Mid-Weekly 

Randolph Register  and  News 

Klicxle  Island 

Pawtucket Free  Press 

Providence  ....  Prewers*  Gazette 

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ConiM.*eticut 

Bethel News 

Darien Herald 

Glenbrook Sunbeams 

Hamden Times 

Hartford Sunday  Journal 

Hawthorne Tribune 

Mystic Press 

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Riverside Review 

Southington Phcenix 

Stamford Standard 

Thomaslon Express 

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Randolph,  Vt Buck’s  Monthly 

Richford,  Vt • • - Gazette 

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New  England  Newspaper  Union 
List  of  Boston,  Mass. 

3Iaine 

Bar  Harbor Cottager 

Deer  Isle Gazette 

Old  Town Enterprise 

Sanford Tribune 

Springvale Advocate 

Wilton Sentinel 

York Courant 

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Allenstown Courier 

Alstead Journal 

Amherst Citizen 

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Barnstead Witness 

Bedford  Journal 

Bow Telephone 

Canaan Mascoma  Register 

Candia Transcript 

Charlestown News 

Chester Herald 

Chichester Courier 

Chichester Eagle 

Claremont  Advocate 

Concord Tribune 

Contoocook Independent 

Deerfield Review 

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Deering Spectator 

Derry Enterprise 

Dunbarton Record 

Epping  Register 

Epsom News  Letter 

Epsom. Standard 

Francestown Age 

Goffstown Chronicle 

Greenfield  Beacon 

Haverhill Courier 

Henniker Gazette 

Henniker News 

Hillsboro Enterprise 

Hooksett Leader 

Lakeport Republican 

Lebanon Free  Press 

Londonderry Times 

Loudon Echo 

Loudon Luminary 

Manchester Advertiser 

Manchester Graphic 

Meredith  News 

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New  lioston Argus 

Newmarket Advertiser 

Newport  Republican  Champion 

Northwood Messenger 

Nottingham  Index 

Pembroke  Banner 

Penacook Rays  of  Light 

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Pittsfield Valley  Times 

Raymond Tribune 

Rochester ....  Leader 

Rye Banner 

Salmon  Falls Independent 

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Suncook Journal 

Suncook Press 

Troy  (m.) Home  Companion 

Walpole Gazette 


Warner Kearsarge  Times 

Weare  Free  Press 

West  Stewartstown Gazette 

Windham Observer 

Vermont 

Barre Enterprise 

Bethel Courier 

P)Urlington Sunday  Sun 

Chelsea Herald 

Chester Advertiser 

Enosburg  Falls Standard 

Felchville Press 

Groton Times 

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Lyndonville Journal 

North  Troy Palladium 

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South  Royalton White  River  Herald 

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Woodstock Spirit  of  Age 

Massachusetts 

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Dennis Local 

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Duxbury Pilgrim 

East  Boston Free  Press 

East  Boston News 

East  Bridgewater Star 

East  Pepperell Advertiser 

Essex Echo 

Fall  River Advertiser 

Fall  River Monitor 

Falmouth Cape  Cod  Independent 

Falmouth Enterprise 

Foxboro Times 

Framingham Star 

Hanover Advance 

Hanover Branch 

Harwich Independent 

Holbrook Times 

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Hudson Independent 

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Norwood Advertiser  and  Review 

Orleans Record 

Pembroke Colonist 

Plymouth Free  Press 

Provincetown Advocate 

Randolph Review 

Raynham Journal 

Rockland .Standard 

Saugus Herald 

Saxonvillc Review 

Scituate Herald 

Sharon Enterprise 

Somerset Enterprise 

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South  Weymouth Sun 

Stoneham Independent 

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Doylestown Express  and  Reform 

I )oylestown Mirror 

Easton Correspondent 

Eden  (m.) I.  O.  O.  F.  Guest 

Eden  (m.) K.  of  P.  Record 

Elizabetlitown Chronicle 

Fox  Chase Home  News 

Hamburg  ....  Schnellpost 

Harrisburg State  Journal 

Harrisburg Sun 

Harrisburg Zeitung 

Hatfield Mirror 

Hazleton. Volksblatt 

Jenkintown Home  News 

Jersey  Shore Vidette 

Johnstown Neue  Zeit 

Kittanning Republican 

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Landenburg Express 

Lansdowne Life 

Lebanon • • Re  vie  .v 

Lebanon Wahrer  Demokrat 

McVeytown Journal 

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Millersburg Herald 

Montoursville Echo 

Mount  Joy . Herald 

Newton  Hamilton Watchman 

Newville Star  and  Enterprise 

North  Philadelphia World 

Norristown Post 

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Olney Courier 

Philadelphia Courier 

Philadelphia Ledger 

Philadelplha Sunday  Mercury 

Philadelphia Ver.  Staaten  Zeitung 

Philadelphia Woman's  Journal 

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Reading Banner  Von  P>erks 

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Reading  (2  t.  a w.) Die  Post 

Springtown  Times 

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West  Chester Post 

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Wilkes  Barre ■ Demokratischer  Wiecliter 

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Wissinoming N.  E.  Philadelphian 

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Atco Herald  and  Times 

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Bound  Brook Bote 

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Egg  Harbor Beobachter 

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Krenchtown Star 

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May's  Landing Record 

Newark Beobachter 

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Newfield Item 

Orange  Sonntagsblatt 

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Wildwood Journal 

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Auburn I )eutsclie  Zeitung 

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Linden,  Ala Reporter 

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Braddock Observer 

Brownsville Clipper 

Cambridgeboro Enterprise 

Canonsburg  (3  t.  a w.) Notes 

Carnegie Union 

Carrolltow  n N ews 

Chicora Millerstown  Herald 

Claysville  ...  .Recorder 

Confluence Press 

Coraopolis Suburban 

Corry(3  t.  a w.) Daily  Eye 

Coudersport I )emocrat 

Cresson Record 

Danville  (3  T.  a \v.) Daily  Sun 

Danville Democrat 

Danville Intelligencer 

Dayton News 

Derry  Station Signal 

Driftwood Gazette 

Ebensburg ^lountaineer 

Edinboro Conneauttee  Wave 

Eldred Eagle 

Elizabethville Echo 

Ellwood  City  Citizen 

Emaus Record 

Erie Truth 

Evans  City Globe 

Freeport Journal 

Germantown  Astonisher 

(»len  Campbell Comet 

Halifax Gazette 

Hastings Tribune 

Houtzdale Observer 

Hughesville Mail 

Jersey  Shore  (2  t.  a w.).  .Semi-Weekly 
Spirit 

Johnsonburg Breeze 

Jolinsonburg Press 

Johnstown Theocrat 

Kittanning I iemocral  and  Sentinel 

Knox National 

Lawrenceville Herald 

Leechburg Advance 

Leechburg Record 

Ligonier Echo 

Lindsey  Press 

Liverpool Sun 

Loganton County  Journal 

Mahaffey ’ . . . V'ave 

Manor  Station Valley  News 

McDonald Outlook 

McDcmald 1'elephone 

M yersdale Commercial 

Middleburg Post 

Mill  Hall  Times 

New  Bellilehcm Evader 

New  Bethlehem Vindicator 

Newburg 'rribune 

New  ( >xford.  Item 

Newport Ledger 


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991 


Newport News 

New  Wilmington (ilohe 

North  Kant. Advertiser 

( Kikd.ile  Station 'Times 

Oval Ledger 

Littsburgli Star 

Lenbrook Times 

i’itcairn Kxpress 

J’ort  Koval limes 

L)uarryvnie Sim 

Reynoldsvilic Star 

Kevnoldsvillc Volunteer 

Riclgwav I )emocrat 

Salemville Advocate  and  Herald 

Sharpsburg Herald 

Sharpsburg Advertiser 

ShicKshinny  Democrat 

Slipperv  Rock Signal 

South  Lork Record 

Springdale Record 

Tarentum  Herald-Sim 

Thonipsontown Olobe 

Tremont News 

Turtle  Creek Observer 

Turtle  Creek  Valley  Leader 

West  Alexander Call 

West  Newton  Sim 

Wilkes  llarre Plain  Dealer 

Wilkes  Harre.  Trades-Union  Advocate 

Wilkinsburg Call 

Wilkinsburg Enterprise 

Wilmerding News 

Zelienople News 

Ohio 

Adamsville Register 

Ashtabula  Harbor Visitor 

Darberton News 

Karnesville Whetstone 

Bellaire Democrat 

Burton Leader 

Cadiz Democrat 

Cambridge  (3  t.  a.  w.) Daily  Sun 

Canal  Dover Democratic  Advocate 

Canal  Dover News 

Circleville ....  I )emocrat  and  Watchman 

Columbiana Ledger 

Crestline Farm  and  F'ireside 

Cridersville Record 

Davton Sunday  World 

Delaware Reflector 

Forest Review 

Fostoria Review 

Frazeysburg Advertiser 

Geneva Free  Press 

Grafton *. . . . News 

Granville Times 

Grove  City Blade 

Irondale Courier 

Kingston Blade 

Leesburg Buckeye 

Leetonia Reporter 

Lima Weekly  Review 

Lorain News 

Massillon Gleaner 

Massillon Missionary  Star 

Massillon Town  Talk 

McClure Free  Press 

Milford  Center Ohioan 

Navarre Times 

New  Comerstown Index 

New  Matamoras Mail 

Niles Independent 

Orwell News  Letter 

Pleasantville Enterprise 

Prairie  Depot Observer 

Roseville Independent 

Sardinia Sardinian 

Scio Herald 

Shreve News 

Spencer News 

Uhrichsville  (6  T.  a.  w.)  Daily  Chronicle 

Uhrichsville Chronicle 

Wadsworth News 

West  Farmington Mirror 

West  Jefferson Home  News 

Woodville News 

West  Virginia 

Berkeley  Springs Messenger 

Cairo Times 

Cameron Weekly  Banner 

Cameron West  Virginia  World 

Clarksburg Tribune 

Davis Republican 

Elizabeth Kanawha  News 

Elizabeth Times 

Elizabeth Truth 

Elkins Tygart's  Valley  News 

Fairmont Republican 

Glenville Pathfinder 

Harrisonville Review 

Hundred Wetzel  Independent 

Jackson Herald 


Mnnnlngton News 

M.ii  linsbiirg I )cm<K  r.U 

Maysville ( la/.ctlc 

New  Cumberland Independent 

New  Martinsville I lavel 

( Iceana People’s  Advocate 

Parsons \dvocate 

I’ennsboro Lever 

Philijjpi Jeffersonian  Plaindealer 

R(>nceverte .Messenger and  News 

Saint  Mary’s Oracle 

Shinnston News-I  ettcr 

Spencer Bulletin 

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Terra  Alta Oracle 

Weston Independent 

Weston World 

W'est  Union Record 

Williamson Mingo  Circulation 

New  York 

Buffalo Gospel  Era 

Buffalo 'Tent  and  Temple 

Canisteo Republican 

Cato Citizen 

Cuba Post 

Lancaster Enterprise 

Macedon News  Gatherer 

Newport Journal 

Savannah News 

Silver  Creek Gazette 

Sinclairville- . . . Leader  and  Commercial 
Williamson Sentinel 

KeiitucUy 

Beattyville  (2  t.  a.  w.) Enterprise 

Beaver  Dam Gleaner 

Columbia .Spectator 

Hardin Star 

Le.xington  (.m.) Three  Links 

Other  States 

Albion,  Ind Democrat 

Kosedale,  Ind.  (2  t.  a.  \v.) Sonnet 

Lansing,  Mich Farm  and  Fireside 

Luther,  Mich Observer 

Oscoda,  Mich Press 

Alexandria,  Va Leader 

P>roadway,  Va Valley  Voice 

Wincliester,  Va . . . . Independent  Leader 
Oakland,  Md Mountain  Democrat 

Baltimore  Newspaper  Union 
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Southern  Pennsylvania 

Akron Item 

Berlin Record 

Berwick  . . Independent 

Center  Hall Reporter 

Dallas Post 

Dallastown Advocate 

Dauphin Enterprise 

East  Berlin News 

East  Greenville Ledger 

Ephrata News 

Galeton Despatch 

Kersey Herald 

Millmont People’s  News 

Mount  Holly  Springs Echo 

Mount  Union Times 

New  Albany Mirror 

Norristown Review 

Noxen Vidette 

Russellville  (m.).  . . . Farmer's  Advocate 

Schuylkill  Haven Call 

Spring  F'orge Ripplet 

Stewartstown News 

Tionesta Vindicator 

Wilkes  Barre S.  K.  Journal 

Wilkes  Barre Observ’er 

Wilkes  Barre  (m.) Sunshine 

Wilkes  Barre Reporter 

Wrightsville Star 

York  Springs Comet 

3Iarylaiitl 

Aberdeen Enterprise 

Annapolis Examiner 

Annapolis Gazette 

Annapolis Record 

Annapolis Republican 

Baltimore Baltimorean 

Baltimore  (m.) Dawn 

Baltimore Gazette 

Baltimore  (s.  m.) Protector 

Berlin Herald 

Boonsboro Times 

Chestertown Enterprise 

Cumberland Independent 

Deal  Island Record 

Denton Union 

Ellicott  City Progress 

Gaithersburg  (m.) Temp.  Sentiment 


I I.imj)Rti‘ad I•hlll•rl)ri^c 

Kccdysvillc Record 

Kenwnglon 1‘rt 

l.a  I'l.il.i Crescent 

La  Plata Independent 

Laurel Democrat 

Laurel Journal 

Leonardlovvn l•.nlerpriHe 

Mane  best er Messenger 

North  Last Star 

Perryville Rectjrd 

Port  I >ej>osit Press 

Prince  !■  redericktown ( iazette 

I’rince  Fredericktown Journal 

Queenstown News 

Saint  Michael’s.  .Comet  and  Advertiser 

'I'ranpe 'I'imes 

Walkersville 'Times 

Williamsport Leader 

Virgiiiisi 

Amherst New  Era 

Amelia  C.  11 News 

Ashland Herald 

Blackstone Courier 

Boydton Chronicle 

Buchanan Banner 

Cape  Charles Headlight 

Claremont Union 

Courtland 1 lespatch 

Covington .Sentinel 

Crewe Journal 

Culpeper Exponent  and  Advertiser 

Emporia Virginian 

Fairfax Herald 

Falls  Church News 

Farmville Journal 

Floyd Times 

PTanklin Courier 

P'ront  Royal Warren  Register 

Gordonsville Gazette 

Hamilton Enterprise 

Lawrencev'ille Gazette 

Lawrenceville News 

Lebanon News 

Louisa  C.  H News 

Lovingston Times 

Luckets  (.M.) Messenger 

Luray News 

Luray Union 

Monterey Recorder 

Newcastle Record 

New  Market Press 

Norfolk  (m.) Cornucopia 

Orange Obser\er 

Pearisburg Virginian 

Port  Royal  (s.  m.) Press 

Rocky  Mount Times-Democrat 

Smithville Gazette 

Staunton Argus 

Suffolk Obseri'er 

Urbanna Herald 

Warm  Springs News 

Washington Guide 

Waynesboro Sentinel 

West  Appomattox Times 

West  Point Plain  Dealer 

Williamsburg  Gazette 

Winchester Times 

North  Carolina 

Hertford Courier 

Hertford Record 

Murfreesboro Index 

Whiteville Herald 

Wilkesboro News 

West  Virginia 

Alderson The  Man 

Benwood Enterprise 

Berkeley  Springs News 

Clay Hoot-Owl 

Gerrardstown  (e.  o.  w.) Times 

Glenville Banner 

Grantsville Chronicle 

Hinton Republican 

Keyser Echo 

Parkersburg Silver  Tribune 

Petersburg Press 

Salem Times 

West  Union Herald 

District  of  Columbia 

Washington Farm  and  Fireside 

Washington Intelligencer 

Washington National  Capitol 

Washington  (m.) Religious  World 

Washington Suburban  Citizen 

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Atlanta Business  1 tirectory 

Atlanta  (6  v.  a.w.) 1 )aily  ( opinion 

Atlanta Mail  and  Kxpre-. 

Atlanta .Southern  .Star 

Augusta Union 

1 lainbridge .Searchlight 

Barnesville Home  Journal 

Baxley Banner 

Blackshear '1  imes 

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Blue  Ridge  (2  t.  a.w.) Record 

Bowdon Intelligence 

Brunswick Herald 

Buford Herald 

Buford Plow  Boy 

Butler Banner  Watchman 

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Camilla Clarion 

Canon P'ree  Press 

Carnesville Tribune 

Carrollton People’s  Advocate 

Clarkston Clarion 

Cleveland Courier 

Conyers Banner 

Cordele Herald 

Covington Plnterprise 

Darien  (m.) Herald 

Darien Spectator 

Decatur New  Era 

Dublin Courier 

Eastman Exponent 

Eatonton Messenger 

Elberton (Jolden  Age 

Elberton New  Era 

Ellaville News 

Ellijay Sentinel 

Fairburn News 

P'ayetteville News 

P'itzgerald Enterprise 

Fitzgerald Leader 

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P'lovilla Headlight-Home  Seeker 

P'ort  Gaines Sentinel 

Gibson Banner 

Gibson Record 

Gray News 

Greensboro Herald-Journal 

Greensboro I'imes 

Griffin Echo 

Guyton News 

Hamilton Journal 

Harlem Farmers’  Light 

Harlem Sentinel 

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Irwinton Bulletin 

Irwinville . Dispatch 

Jeffersonville Herald 

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Jonesboro Enterprise 

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Lagrange Trumpet 

Lambert Southern  Home 

Lexington Echo 

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Macon Appeal 

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Morgan Monitor 

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Oglethorpe Citizen 

Pelham South  Georria  Home 

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Reidsville Journal 

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Rock  Mart Slate 

Royston Sentinel 

Sandersville Progress 

Savannah Baptist  Herald 

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Senoia Enterprise-Gazette 

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Swainesboro Advocate 

Swainesboro  (2  T.  a vv.) Herald 

Swainesboro Pine  Forest 

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Sylvania People's  Press 

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Tennille Chronicle 

Thomasville Advocate 

Thomson Enterprise 

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Toccoa Times  News 

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Trion  Factory Echo 

Valdosta Record 

Vienna Progress 

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Warrenton Clipper 

Washington Reporter 

Watkinsville Enterprise 

Wrightsville Headlight 

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Young  Harris News 

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Dade  City Democrat 

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DeFuniak  Springs Herald 

Fernandina News 

Fort  Myers Press 

Fort  White  (m.) Journal 

High  Springs .Sentinel 

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Jacksonville Southern  Progress 

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Key  West Advertiser 

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Lake  Butler Bulletin 

Leroy News 

Live  Oak Herald 

Maitland Herald 

Mayo Free  Press 

Milligan Times 

Monticello Constitution 

l^Ionticello Tribune 

Ocala Forum 

Oviedo Gazette 

Perry Herald 

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Starke TeU^aph 

Saint  Petersburg Times 

Vernon Populist 

Westville Advertiser 

W estville Advocate 

Winter  Haven Gazette 


Alabama 


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Our  Southern  Home 

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Beaufort Republican  Advocate 

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Cheraw  (3  t.  a w.) Chronicle 

Columbia  (m.) Southland 

Edgefield Advertiser 

Fountain  Inn Recorder 

Honea  Path Chronicle 

Laurens Democrat 

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Mount  Willing People’s  Advocate 

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Yorkville Yeoman 


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Beaufort New  South 

Bennettsville Advocate 

Bennetts  ville I )emocrat 

Bennettsville  (s.  M.) Educator 

Bishopville Mirror 

Camden Chronicle 

Chapin News 

Charleston ^ Messenger 

Chester Bulletin 

Chesterfield Advertiser 

Clinton Gazette 

Columbia People’s  Recordei 

Darlington Darlingtonian 

Denmark Times 

Dillon Herald 

Edgefield  C H Chronicle 

Florence  (m.) Baptist  Chronicle 

Florence Reform  Advocate 

Florence Times 

Fort  Mill Times 

Green  w'ood Journal 

H arts  ville M essenger 

Lake  City Times 

Lancaster Ledger 

Landrum Mirror 

Laurens Herald 

McCormick Times 

Monks  Corner News 

Mullins Messenger 

Newberry Voice  of  the  People 

Piedmont bun 

Rock  Hill Daily  Sun 

Rock  Hill  (2  T.  A w.) Herald 

Rock  Hill Messenger 

Rock  Hill Weekly  Sun 

Saint  George Democrat 

Saluda  Sentinel 

Spartanburg Indicator 

Sumter Freeman 

Timmonsville Enterprise 

Union Star 

Union Times 

Varn  ville Enterprise 

Winnsboro(3T.  A w.)..  News  and  Herald 

Virginia 

Bland South-West 

Boydton News 

Clarksville Mascot 

Grundy Messenger 

Norton Republican 

Shenandoah Argus 

Stuart Enterprise 

Suffolk  (4  T.  A w.) Daily  Progress 


Clarkesville 
Lincolnton . 
Mount  Airv 
McRae....'. 
Savannah  . . 


Georgia 

Advertiser 

Home  Journal 

Protectionist 

Knights  of  Love 

Independent 


Tennessee 

Bristol Journal 

Rockwood Herald 

South  Berlin  (m.) Good  Reading 

American  Newspaper  Union 
List  of  Birmingham,  Ala. 


Alabama 

Albertville Journal 

Aldrich Time-Piece 

Ashville ^d^gis 

Ashville Soutliern  Alliance 

Athens Democrat 

Attalla Beacon 

Avondale Budget 

Bessemer Journal 

Birmingliam Casket 

Birmingliam Lidependent 

Birmingham Labor  Advocate 

Ilirmingliam 

Birmingliam Wide-Awake  Builctiu 


Blountsville Courier- J ournal 

Boaz Signal 

Brookside Weekly 

Butler Alliance 

Calera Sentinel 

Camden New’  Era 

Carrollton News 

Center Sentinel 

Clanton Banner 

Columbiana Advocate 

Cottondale Star 

Cuba Banner 

Cullman Mountain  City  Gazette 

Dadeville Herald 

Dadeville New  Era 

Decatur Herald 

Demopolis  Express 

Demopolis Hope 

Double  Springs Herald 

East  Lake Visitor 

Edwards  ville Standard-Democrat 

Elba  (s.  M.) Pointer 

Eutaw Whig  and  Observer 

Evergreen Courant 

Evergreen Times 

Falkville Chronicle 

Fayette Sentinel 

Fort  Payne Times 

Gate  City Humming  Bird 

Georgiana Guardian 

Good  Water Advocate 

Greenville Living  Truth 

Hamilton News 

Hayneville Citizen-Examiner 

Jacksonville Democrat 

Jacksonville People's  Journal 

Livingston Sun 

Madison Journal 

Mobile Press 

Mobile  ..  Southern  Watchman 

Montevallo News 

Montgomery Argus 

Montgomery Practical  Weather 

Monroeville Democrat 

Monroeville Journal 

Northport Breeze 

Oakman News 

Gneonto News-Dispatch 

Oneonto Silver  Star 

Oneonto Southern  Democrat 

Opelika People's  Choice 

Ozark Banner- .Advertiser 

Ozark Free  Press 

Pratt  City News 

Rockford People’s  Courier 

Russellville Times 

Selma Southern  Christian  Age 

Sheffield Reaper 

Somerville  (s.  m.) Educator 

Springville  (s.  m.) Church  Helper 

Spring\'ille News 

Talladega News  Reporter 

Thomasville Argus 

Thomasville  (m.) Truth 

Thomasville  (s.  m.)  ....Church  Worker 

Trussville Life 

Tuscunibia North  Alabamian 

Tuskegee Reporter 

Vernon Courier 

Warrior Breeze 

Waterloo  (s.  m.) Tribune 

Wedowee Toiler 

West  End Banner 

Wetumi)ka J lemocrat 

Wetumpka Reform  Advocate 

Woodlawn Gem 


Columbus 

Columbus  (s.  M.) 

Durant 

Fulton 

Greene  Crossing. 

Houston 

Indianola  (s.  m.). 

Lumberton 

Meridian 

Pontotoc 

State  Line 

West  Point 

Williamsburg 


Dispatch 

. . . . New  Light 

News 

Herald 

'I'raveler 

Free  South 

Forum 

— Head  Block 

Star 

Banner 

Graphic 

P.lade 

W’atch- Journal 


I..(>uisian:v 


Abbeville Star 

Natchitoches ^ Populist 

New  Orleans Creole  Fireside 

Saint  Martinville Evangeline 

Vernon \ppeal 


Florida 

Blountstown People's  ^\  orld 

Bonifay Breeze 

Do  Fuhiak  Springs Breeze 

Jacksonville Advocate 


FOWLICR'S  rUHLICITV 


993 


Marianna Timea-Coiiricr 

^ilUon Clarion 

Orange  Cily 'I'imcs-I  >isi)atch 

Saint  Augustine News 


<ie<>rg;ia 


Arahi Scl\ool  Journal 

lUakelv 1‘eople’H  Voice 

Co  I u ini>  us C h ro  I]  ic  1 o 

Montezuma  (m.) Oiainpion 

Mount  Vernon Monitor 

Unadilla Advertiser 

Vidalia Star 

Way  Cross Haptist 


Toimcsseo 

Chattanooga Tllade 

Davton Republican 

Halls  (s.  M.) llanner 

Nashville Citizen 

Nashville  (m.) Palladium 

Nashville  (m.) Secret  World 

Paris  (m.) Paptist  Helper 


Vicksburg  Newspaper  Union 
List  of  Vicksburg,  Miss. 


3Iississippi 


Bay  Saint  Louis.. . 

Boyle 

Brandon 

Canton 

Carrollton 

Cary 

Clarksdale 

Columbia 

Decatur 

De  Kalb 

Edwards  (s.  m.).  . . 

Ellisville 

Forest 

French  Camp 

Gloster 

Gloster 

Greenville 

Greenwood 

Gulfport 

Harrison  Station. 

Hattiesburg 

Lexington 

Lvon 

Mayersville 

McHenry 

McComb  City..  . 

Meadville 

Mound  Bayou.... 

Natchez 

Newton 

..Mississippi  Baptist 

Pass  Christian .... 

Pelahatchee 

Port  Gibson 

Purvis 

•Qnitman 

Herald 

Raleigh 

Rosedale 

Scooba  

Summit 

Summit 

Terry 

Vaiden 

Vicksburg 

Vicksburg 

Vicksburg 

Vosburg 

W’aynesboro ...... 

T<oulHliiiia 

Alexandria Louisiana  Progress 

Amite  Cily Florida  Parishes 

Arcadia Jeffersonian  W eekly 

Paton  Rouge Item 

Pienville Pell 

llreaux  Pridge Valley  ol  'Peclie 

Carrollton News 

Floyd News 

Franklin V'iiulicator 

( Irand  L ane Peacon 

Harrisonburg News 

Homer Clipper 

Homer Alliance  Farmer 

Jackson Democratic  Record 

J eanerette I )emocrat 

Jennings 'rimes 

Kentvrood Commercial 

Lafayette (lazette 

Lake Panner  Democrat 

Mansfield De  Soto  News 

Mansfield Journal 

Many  Panner 

Many Sabine  Democrat 

Maurepas. ...  Southland 

Monroe  Bulletin 

New  Orleans Herald 

New  Orleans New  South 

New  Orleans  (s.  m.) ...Tribune 

New  Roads Panner 

Oberlin • News 

Oberlin  (m.) Reformer 

Olla  . Silver  Advocate 

Opelousas Courier 

Opelousas Tribune 

Ponchatoula  Enterprise 

Saint  Francisville Feliciana  Herald 

Saint  Francisville  True  Democrat 

Saint  Joseph Tensas  Gazette 

Shreveport Advocate 

Shreveport Daily  Watchman 

Shreveport Watchman 

Springfield  (2  t.  a \y.) Pee 

Tallulah Journal 

Thibodeaux  Comet 

Washington Post 

Winnsboro Sun 


Tennessee 


Ashland .Advocate 

Ashville Advance-Journal 

Butler Herald 

Cocoa Choctaw  Times 

Fayette  Alliance  Age 


Arkansas 


De  Witt  (2  T.  A w.) 

Helena 

Horatio 

Mountain  Home. . . . 

Osceola 

Princeton 


Times 

Horn 

Herald 

Republican  Guide 

Plain  Dealer 

Princetonian 


Texas 


Galveston 
Garrison 
Lagrange  • 
Llano  . . . . 
Longview. 
Ranger. . . 


Independent 

Signal 

News 

News 

News 

Success 

Other  States 


Thomaston,  Me Herald 

Randolph,  Vt Buck’s  Monthly 

Richford,  Vt Gazette 

Washington  (m,).... Tourists’  Magazine 


A.  N.  Kellogg’s  Newspaper  Company 

J.nio  ksidinK  family  weekly  newspaper.  — the  kest  class  of  country  journals  — 
nearly  one  half  are  county  seat  napers —more  than  lialf  the  only  weeklies  piihlisiiecl 
in  their  resiiectiye  towns  — estaolished  ikhs  — questionahle,  disreputalile,  or  ohiec- 
tionalile  advertising  not  received  at  any  price,  or  under  any  circumstances,  for 
estimates  or  information  address  A.  N.  Kellogg  Newspaner  (Company,  71-73  West 
Adams  Street,  Cliicago,  and  Tribune  liuilding,  New  Vorlc  City 


Chicago  List 

IllilloiH 

Abingdon Fhitcrprise- 1 Icrald 

Alcdo 'I'lmes  Record 

Alexis Argus 

AUona  Record 

Amboy News 

Arlington  Heights Herald 

Ashton Gazette 

Astoria Searchlight 

Avon Sentinel 

Pelvidere Standard 

Piggsville Clipper 

Proadlands Echo 

Byron Express 

Camp  Point Journal 

Canton  (3  eds.) Daily  Cantonian 

Chatsworth Plaindealer 

Chicago Evening  Lamp 

Clifton Comet 

Coal  City Independent 

Colfax Reporter 

Crete Citizen 

DeKalb Review 

Dixon  EDS.) Daily  Star 

East  Dubuque Register 

Elgin Every  Saturday 

Elizabeth News 

Elmhurst Courier 

Elmwood Courier 

Eureka Democrat 

Eureka Republican 

Evergreen  Park Enterprise 

Fairbury Blade 

Fairbury Local  Record 

Farmer  City News 

Farmington Bugle 

Findlay Enterprise 

Fisher Reporter 

Galesburg Spectator 

Gardner Chronicle 

Geneseo People’s  Union  Mission 

Genoa Issue 

Gibson Courier 

Golden New  Era 

Grand  Ridge Enterprise 

Hanover Journal 

Havanna Republican 

Hebron Tribune 

Hennepin Record 

Hume Record 

Ipava  Independent 

Irving  Park Review 

Joliet Signal 

Keithsburg....  News 

Lake  View Independent 

La  Moille Gazette 

Lanark News 

Leonore Gazette 

Le  Roy Journal 

Le  Roy Laconic 

Lewistown  Republican 

Lexington Unit 

Little  York Ensign 

Lockport Journal 

Lostant Reporter 

Macomb Bystander 

Manito Express 

Maquon Breeze 

Marengo Republican 

Marseilles W.  Register 

Mazon Register 

Media Record 

Melrose  Park Leader 

Mendon Dispatch 

Mendota Reporter 

Moline Saturday  Journal 

Morris  (3  EDS.) Daily  Post 

Morris  (3  eds.) Daily  Sentinel 

Morris Weekly  Post 

Morris Weekly  Sentinel 

Mt.  Carroll Mirror 

Mt.  Morris Index 

Mt.  Pulaski .Star 

Naiivoo Independent 

Neoga News 

Neponset News 

Nunda Herald 

Odell Gazette-Reporter 

Oquawka Spectator 

Parkside Times 

Palatine Enterprise 

Paxton Record 


Peotonc 

Plainfield 

iNmtiac 

prairie  Cily 

PropIiclsto>Mi 

Rankin 

Reynolds  

Richmond 

Rock  Falls 

Rogers  Park 

Rushville (i  ed.) 

Rutland 

Saunemin 

Seneca 

Shabbona  

Sparland 

Spring  Valley  (3  eds.) 

Spring  Valley 

Spring  Valley 

Sterling 

Sycamore 

Sycamore 

Table  Grove 

Tampico 

Thornton 

Vermont 

Versailles 

Warsaw 

Washburn 

Watseka 

Wauconda 

Waukegan 

Wheaton 

Williamsville 

Wilmington 

Windsor  Park 

Woodlawn 


Videttc 

Enterprise 

.Sentinel 

Herald 

Spike 

Indejiendent 

Press 

Gazette 

News 

News 

. . . .Daily  Citizen 

Record 

Gazette 

News 

F^xiiress 

Item 

D.  Journal 

W.  Gazette 

Press 

Herald 

City  Weekly 

Republican 

Herald 

Tornado 

Township  Herald 

Eye 

Fmterprise 

Bulletin 

Leader 

Republican 

Leader 

Patriot 

Illinoian 

Times 

Advocate 

Times 

Times 


Iowa 


Ainsworth 

Altoona 

Ames 

Anamosa 

Arlington 

Audubon 

Belle  Plaine 

Bellevue 

Bellevue 

Birmingham 

Brighton 

Cascade 

Charles  City 

Clarence 

Clarion 

Clarinda 

Clinton 

Colfax 

Crawfordsv'ille 

Danville 

De  Witt 

Farley  

Fayette 

Garden  Grove 

Gilman 

Grand  Junction 

Greene 

Hampton 

Harlan 

Ida  Grove 

Independence 

Independence 

. . . Bulletin-Journal 

Kensett 

Lansing 

Lawler 

Le  Grand 

Leon 

Lisbon  

Lone  Tree 

McGregor 

Maquoketa 

Maquoketa 

Marble  Rock 

Marengo 

Marshalltown 

Maxwell 

Montezuma 

IVIonticello 

Alt.  Pleasant 

Mt.  Vernon 

Muscatine 

Muscatine 

Nevada 

Olin 

O.xford  Junction. . . . 

994 


FOWLER’S  PUBLICITY 


Parkersburg  Eclipse 

Pocahontas Record 

Red  Oak Sun 

Richland Clarion 

Sigourney  Review 

Springville New  Kra 

State  Center Enterprise 

Strawberry  Point Mail-Press 

Vinton Review 

Walker News 

Washington  (2  eds.) D.  Journal 

Waterloo Week's  Review 

Waverly Independent 

West  Point Pee 

Wheatland Gazette 

Wheatland Spectator 

Williamsburg J ournal 

Wilton  Junction Advocate 

Wilton  Junction Review 

Winfield Beacon 

Zearing Enterprise 

3Iicliigan 

Albion Transcript 

Allegan Journal 

Athens Times 

Benton  Harbor Banner-Register 

Bloomingdale  ....  Leader 

Blissfield Advance 

Burr  Oak Acorn 

Cadillac Democrat 

Casnovia Herald 

Cedar  Springs Democrat 

Chelsea Herald 

Croswell  Democrat 

Crystal  Falls  Diamond  Drill 

Dexter Leader 

Dowagiac  Republican 

Dundee Reporter 

East  Jordan Enterprise 

Edwardsburg Argus 

Elk  Rapids Progress 

Escanaba  Iron  Port 

Fairgrove Enterprise 

Fremont Indicator 

Gaylord  News 

Gobleville  News 

Grand  Marais Leader 

Greenville  Independent 

Harbor  Springs Republican 

Hartford Day  Spring 

Hersey Outline 

Hesperia ‘ Union 

Holly  Advertiser 

Homer .Index 

Hudson Vibrator 

Imlay  City Times 

Ionia  (i  ED.) Daily  Standard 

Ionia Weekly  Standard 

Iron  Mountain  (3  eds.) D.  Gazette 

Ironwood Times-Citizen 

Ithaca News 

Kalkaska Leader 

L’Anse Sentinel 

Lake  Ann Wave 

Lake  City Plain  Dealer 

Leland Enterprise 

Litchfield Record 

Marcellus News 

Mason News 

Montague Observer 

Mt.  Clemens Advertiser 

Mt.  Pleasant Democrat 

New  Haven Star 

Paw  Paw True  Northerner 

Pittsford Tribune 

Pontiac Times 

Portland Review 

Prairieville Press 

Saginaw Saginawian 

St.  Joseph Herald 

Sand  Beach Times 

Schoolcraft Express 

Shelby Herald 

Sherman Pioneer 

South  Haven Sentinel 

Stanton Herald 

Stephenson Journal 

Stetson Clover  Leaf 

Sturgis Democrat 

Tawas  City Herald 

Three  Rivers Tribune 

Traverse  City Transcript 

Ubly Courier 

Watervliet Record 

Zeeland Record 

AVisconsin 

Amherst Press 

Antigo Republican 

Baraooo Democrat 

Brodhead Independent 

Brodhead Register 

Burlington Free  Press 


Chilton Times 

Clinton Banner 

Cuba  City News 

Darlington Republican 

Delavan Republican 

Fox  Lake Representative 

Hartland News 

Juneau Independent 

Kilbourn  City Mirror-Gazette 

Kingston Spy 

Manawa Advocate 

Marshfield New’s 

Mauston Star 

Menasha  (3  eds.) iJaily  Press 

Merrill News 

Milton Journal 

Oconto Enquirer 

( )mro Herald 

Portage  (i  ed.) I)aily  Register 

Prairie  du  Chien Courier 

Prairie  du  Chien Union 

Sharon Reporter 

Sheboygan Sheboygander 

South  Milwaukee Journal 

Stevens  Point  (i  ed.) D.  Journal 

Stevens  Point W.  Journal 

Tomah Journal 

Viroqua Republican 

Waterford Post 

Waupaca Record 

West  Salem Nonpareil 

Weyauwega Chronicle 

ludiaua 

Akron News 

Albion Democrat 

Angola Magnet 

Argos Reflector 

Auburn Dispatch 

Boswell Enterprise 

Bremen Enquirer 

Butler Record 

Chalmers Ledger 

Clay  City Democrat 

Columbia  City  (4  EDS.) D.  Post 

Crown  Point Re^ster 

Delphi W.  Times 

Flora Sentinel 

Goodland Herald 

Hobart Gazette 

Kentland Enterprise 

La  Porte Argus 

Ligonier Banner 

Lowell Tribune 

Medaryville Advertiser 

Millersburgh Cirit 

Monticello  (i  ed.) D.  Journal 

Monticello Democrat 

Nappanee Advance 

Nappanee News 

New  Carlisle Gazette 

Otterbein Sun 

Plymouth Democrat 

Porter W estchester  Tribun  e 

Remington Press 

Rockville Journal 

Salem Republican-Leader 

State  Line Pioneer 

Syracuse Register 

Valparaiso Weekly  Star 

Waterloo Silver  Dawn 

W ayneto  wn Despatcl  1 

West  Baden Journal 

Whiting Sun 

Winamac Democrat- Journal 

Wolcott Enterprise 

Other  States 

Defiance,  O.  (i  ed.) D.  Crescent 

Evanston,  Wyo Herald 

Pioneer,  O Telephone-News 

Van  Wert,  G Times 

St.  Louis  List 

3Iis80iiri 

Arrow  Rock Statesman 

Atlanta News 

Benton Newsboy 

Benton Record 

Bloomfield Cosmos 

Bloomfield Vindicator 

Bowling  Green Post 

Bolivar Herald 

Bonne  Terre Demo-Register 

Brashear News 

Buffalo Record 

Buffalo Reflex 

Bunceton Tribune 

Burlington  Junction Post 

Butler Record 

California Democrat 

California Herald 

California Dispatch 


Canton News 

Cape  Girardeau Democrat 

C.  Girardeau  (6  eds.) D.  Democrat 

Cape  Girardeau Gazette 

Caruthersviile Democrat 

Centralia Courier 

Centralia Fireside  Guard 

Centre Courier 

Centreville  Outlook 

Cenlreville Reformer 

Charleston  (3  eds.) Daily  News 

Charleston Weekly  News 

Clarence Courier 

Clarence Republican 

Clarksville Sentinel 

Clayton Advocate 

Clifton  Hill Banner 

Conway Record 

Creighton Champion 

Cuba Telephone 

De  Soto Facts 

De  Soto Press 

Dexter Messenger 

Dixon Echo-Enterprise 

Doniphan Headlight 

Doniphan Prospect-News 

Downing News 

Edina Sentinel 

Elsberry News 

Farmington Times 

Farmington H erald 

Fayette Leader 

Forsyth Republican 

Fredericktow’n News 

Galena Oracle 

Goodloe '. Sentinel 

Gorin Argus 

Greenville Journal 

Greenville Sun 

Hale Hustler 

Hamilton Hamiltonian 

Hermann Advertiser  Courier 

Hillsboro Mirror 

Ironton Register 

Jackson Cash  Book 

Jasper Bee 

Jefferson  City Rep-Courier 

Jefferson  City Democrat 

Jerico  Springs Optic 

Jonesburg Journal 

Kahoka Gazette-H  erald 

Keytesville Signal 

Kirksville Democrat 

Kirksville Graphic 

Kirksville Journal 

Knox  City Bee 

La  Grange Herald-Democrat 

La  Plata Home  Press 

Lebanon Republican 

Licking News 

Linn  Unter-Democrat 

Louisiana Herald 

Lutesville Banner 

Malden New's 

Marble  Hill Times 

Marshfield Chronicle 

Marshfield Mail 

Marthasville News 

McFall Mirror 

Mexico  (6  eds.) Evening  Ledger 

Moberly  (2  eds.) Democrat 

Moberly Headlight 

Moberly  (3  eds.) Independent 

Mokane Times- Herald 

Montgomery News 

Montgomery Republican 

Montgomery Standard 

Monticello Journal 

Moscow  Mills Phonograph 

Mt.  Vernon Chieftain 

Neosho Miner  and  Mechanic 

New  Florence Leader 

New  Franklin News-Echo 

New  Haven Leader 

New  Haven Notes 

Newtonia News 

Glean News 

Otterville Mail 

Ozark Herald 

Palmyra Herald 

Pattonsburg Call 

Perryyille Sun 

Piedmont Banner 

Ifierce  City  (6  eds.) Daily  Empire 

Poplar  Bluff  (3  eds.) D.  Herald 

Poplar  Bluff Enterprise 

Poplar  Bluff Republican 

Potosi I ndependen  t 

Potosi Journal 

(Jueen  City Leader 

Republic Monitor 

Rhineland Sunbeam 

Russellville Rustler 

Salem Monitor 


Salem  (s.  w.) Republican-Headlight 

Sarcoxie Tribune 

Seneca Dispatch 

Silex Index 

Smithton Sunbeam 

Springfield Mail 

Stanberrv Sentinel 

St.  Charles  (2  eds.) D.  Banner 

St.  Charles  (6  EDS.) D.  Monitor 

St.  Charles News 

Steelville Mirror 

Ste.  Genevieve Fair  Play 

Ste.  Genevieve Herald 

St.  Louis Compendium 

St.  Louis Rep-Journal 

St.  Louis Times 

St.  Louis Union  Record 

St.  Louis Leader 

Stoutland Advocate 

Stoutsville Banner 

Sullivan Sentinel 

Tipton  Times 

Tuscumbia Eye-Opener 

Union Tribune 

Vandalia Mail  and  Express 

Versailles Leader 

Versailles  Statesman 

Vienna Gazette 

Walker Herald 

Warrenton Banner 

Warsaw Times 

W ashington Journal 

Washington  (3  eds.) Eve.  Journal 

Washington Observer 

Waynesville Democrat 

Webster  Groves Times 

Wellsville Wide  Awake 

Windsor Times-Democrat 

Winfield Times 

Wright  City Journal 

Illinois 

Anna Republican 

Arenzville Independent 

Arthur Graphic 

Ashland Sentinel 

Ashley Gazette 

Atwood Herald 

Auburn Citizen 

Beardstown  (3  eds.)..T.  W.  Enterprise 

Beardstown (s.  w.) Illinoian 

Benton Standard 

Blandinsville Star 

Blue  Mound Leader 

Bowen Chronicle 

Breese Beacon 

Bunker  Hill News 

Cairo  Citizen 

Cairo  (6  eds.) D.  Argus 

Campbell  Hill Eclipse 

Carbondale Herald 

Carlinville  (3  eds.) Daily 

Carlinville Democrat 

Carlinville  (3  eds.) D.  Enquirer 

Carlinville Republican 

Carlyle Banner 

Carlyle Constitution 

Carlyle Democrat 

Carmi Times 

Carrollton Gazette 

Carrollton Patriot 

'Carterville Tribune 

Casey Gleaner 

Chapin Record 

Charleston Scimitar 

Chester Clarion 

Chester Herald 

Chester Tribune 

Chesterfield Monitor 

Clayton Enterprise 

Coulterville Republican 

Cowden Reflector 

Du  Quoin  (6  eds.) Evening  Call 

Edinburg herald 

Edwardsville  Democrat 

East  St.  Louis Gazette 

East  St.  Louis Republican 

Effingham  Republican 

El  Dorado Reporter 

Elizabethtown Independent 

Evansville Enterprise 

Fairfield Record 

Fairfield Press 

Fairfield Republican 

Farmersville Advance 

Flora Journal 

Franklin Times 

Freeburg News 

Girard Gazette 

Golconda Herald-F.nterprisc 

Granite  City Journal 

Grayvillc indenendent 

Grayville Mercury 

Grayvillc News 


FOWLER'S  PUlUJCri'Y 


995 


Grecnrickl Hlado 

( Irecnup i’russ 

( irigjjsvillc I'rcss 

ll.uuinond Herald 

1 lardin Herald 

Hardin Leader 

Harrisburg Clironiclc 

Harvel Lra 

Hiclrland Journal 

Hillsboro Journal 

Hull Saturday  Lreeze 

Hutsonville Herald 

llliopolis Record 

Irving 'Limes 

Jerseyville Republican 

Kansas Journal 

Kinmundy Express 

Lawrenceville Herald 

Lawrenceville News 

l.awrenceville Republican 

Lerna Enterprise 

Litchfield  (6  eds.) D.  Herald 

Litchfield Monitor 

Loami Clarion 

Marion Leader 

Marion Press 

Marissa Messenger 

^IarshaU Acorn 

Marshall Herald 

I^Iascoutah Herald 

^IcLeansboro Times 

Medora Messenger 

I^Ieredosia News 

Metropolis  (6  eds.) Daily  Journal 

Metropolis Journal-Republican 

Metropolis Review 

Morrisonville 7'inies 

Moweaqua Call-Mail 

Mt.  Carmel Republican 

^It.  Olive Herald 

IVIt.  Sterling Republican 

^It.  Vernon Democrat 

^It.  Vernon  (6  EDS.) Daily  News 

Mt.  Vernon  News 

Mt.  Vernon  (6  EDS.) D.  Register 

Mulberry  Grove Argus 

Murphysboro  (3  eds.) Daily  Era 

Nashville Journal 

Nashville Democrat 

Nebo Signal 

New  Athens Journal 

New  Douglas World 

Newton Mentor 

Newton  Press 

Noble Pilot 

Nokomis Free  Press  Gazette 

Oakland  (6  EDS.) Eve.  Ledger 

O'Fallon Progress 

Okawville Times 

Olney Advocate 

Olney Democrat 

Olney  (3  eds.) Daily  Journal 

Olney  Republican 

Olney Times 

Palmyra Transcript 

Pana  Beacon  Light 

Pana  (4  eds.) Pana  Beacon  Light 

Paris  (3  EDS.) ...  Daily  Gazette 

Paris Herald 

Patoka News 

Payson  Times 

Pawnee Observer 

Perry News 

Philo Budget 

Pinckneyville .Democrat 

Pittsfield  (s.  \v.) Democrat 

Ramsey N ews-J  ournal 

Raymond Independent 

Ridgway News 

Red  Bud Democrat 

Rochester Item 

Roodhouse  (6  eds.) Daily  News 

Roodhouse Weekly  News 

Roseville Citizen 

Roseville Times 

Sandoval Free  Press 

Salem Herald  Advocate 

Salem Republican 

Shawneetown Democrat 

Shawneetown Local  Record 

Shelbyville Democrat 

Shelbyville Leader 

Sidney By  Way 

Sparta Argonaut 

Sparta Plaindealer 

Springerton Review 

Springfield State  Capital 

Staunton Times 

Stewardson Clipper 

Tallula Journal 

Tamaroa Times 

Taylorville Breeze 

Taylorville Courier 

Taylorville  (6  EDS.) D.  Breeze 


'Lavlorville Journal 

'Lolcdo I )einoi'rat 

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Hoxie Palladium 

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Irving  Leader 

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996 


FOWLER’S  PUBLICITY 


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Le  Roy  

Lone  Kim 

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Sharon  Springs. 
Smith  Centre... 
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Strong  Citv 

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Topeka  (3  eds.) 

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Vermillion 

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Whiting 


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Eye 

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Monitor 

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Excelsior  .Springs  (6  eds.).  . .D.  Review 


Fair  Play Advocate 

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I.eipsic Tribune 

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Ottawa Gazette 

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Plain  Citv .Advocate 

Proctorville Phonograpli 

Roseville Review 

Ross Graphic 

Sabina Record 


Sidney 

Somerset 

Spring  Valley 

St.  Marys 

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Tippecanoe  City.. 

Troy 

Troy 

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Washington  C.  H 

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Gazette 

Press 

Blade 

Democrat 

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Herald 

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Times 

Record 

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Sayings 

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Clipper 

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Journal 

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News 

Outlook 

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Reporter 

Journal 

News 

Commercial 

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Sun 

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Times 

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Indiana 


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Brookville  (m.).  . • 
Charlestown  (s.  w. 

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Eaton 

Hope 

Lagrange 

Liberty 

Milroy 

Milton 

North  Vernon .... 

Odon 

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I’aoli 

Petersburg 

Rising  .Sun 

Summitville 

.Sunman 

Vernon 

Vevay..  

Vevay 

A’evay 

Wasliingtou 


Bulletin 

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American 

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Record 

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Review 

Press 

News 

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Journal 

Journal 

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Local 

Wave 

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Journal 

Democrat 

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FOWLER'S  I’UBLICITY 


997 


AVoftt  Virginia 

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Winfield Democrat 

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Teniiossoo 

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Crossville Chronicle 

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Manchester Times 

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Sparta P'avorite 

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Greenwood Flag 

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Hernando Commercial 

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Holly  Springs Reporter 

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Indianola Enterprise 

Indianola Tocsin 

Kirkville Review 

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Laurel Chronicle 

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Louisville Journal 

Louisville Signal 

Macon Beacon 

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Monticello Press 

New  Albany Gazette 

Ocean  Springs Progress 

Okolona Sun 

Oxford Eagle 

Oxford Globe 

Paulding Review 

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Rolling  Fork Pilot 

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Sardis Reporter 

Senatobia Democrat 

Sherman Visitor 

Shubuta Messenger 


Starkville Banner 

Starkville Times 

'Tunica Democrat 

'Tupelo Journal 

W.ater  Valley Herald 

Water  Valley Pro^jress 

Wesson Mirror 

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Westville News 

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XeniicAflee 

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Selmer Symposium 

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Springfield Herald 

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Union  City Independent 

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Weiner Times 

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Louisiana 

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Baton  Rouge  (3  eds.).  ..  Evening  Truth 

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Austin 'Times 

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Benson Monitor 

l.enson 'Times 

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Bird  Island Union 

Big  Lake Gazette 

Blue  Earth  City Post 

B.rainerd Journal 

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CaledfJtiia Argus 

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Clear  Lake Times 

Ilassel Anchor 

Delano Gazette 

F.cho T.nterprise 

F^den  Valley County  Line 

Eden  Valley Journal 

Elbow  Lake Herald 

K]y Miner 

Elysian Enterprise 

Kvelcth Star 

Excelsior Cottager 

Fairmont News 

Faribault Rice  Co.  Jeffersonian 

Fergus  Falls Wheelock's  Weekly 

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Good  'Lhunder Herald 

Graceville Enterprise 

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Harmony Courier 

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Janesville Argus 

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Mazeppa Tribune 

McIntosh Tribune 

Milan Reporter 

Minneapolis Both  Sides 

M inneapolis I tern 

Minneapolis Mirror 

Minneota Mascot 

Montevideo Commercial 

Mora Times 

Morristown Press 

Murdock Review 

New  Paynesville Press 

North  Branch Review 

Olivia Weekly  Press 

Ortonville Herald-Star 

Ortonville Journal 

Park  Rapids Clipper 

Park  Rapids Enterprise 

Pine  City Pioneer 

Preston Courier 

Red  Wing Argus 

Roseau Roseau  Region 

Roseau Times 

St.  Charles Times 

St.  James Journal 

St.  Vincent New  Era 

Sandstone Courier 

Sauk  Rapids Free  Press 

Sauk  Rapids Sentinel 

Shakopee Argus 

Shakopee Tribune 

Spring  Valley Vidette 

Stillwater Journal 

Sleepy  Eye Dispatch 

Staples World 

Taylor's  Falls Interstate  P'k  Press 

Thief  River  Falls News 

Thief  River  Falls Press 

Tracy Trumpet 

Two  Harbors Iron  News 

Verndale Sun 

Virginia Virginian 

Wabasha Democrat 

Waconia News 

Wadena Journal 

Wadena Tribune 

Walker Pioneer 

Warren Sheaf 

Waseca Herald 

Waseca Journal 


FOWLER’S  PUBLICITY 


998 


West  Concord.. 

Willmar 

Wood  Lake .... 

Worthington  . . . 

Wisconsin 

Amery 

Augusta 

Augusta 

Barron 

Bayfield 

Cameron 

Durand 

Ellsworth 

Galesville 

Grantsburg . . . . , 

Hammond 

Hayward 

Republican 

Hudson 

Hurley 

Iron  River 

Osceola  Mills. . 

Rhinelander. . .. 

River  Falls. . . . 

Shell  Lake 

Stanley 

North  Dakota 

Bismarck 

Bottineau 

Cando 

Cooperstown. . 

Drayton 

Gilby 

Hope 

LaKota 

Larimore 

Milton 

Park  River. . . . 

Portland 

Rolla 

Turtle  Mountain  Times 

Towner. . i 

Valley  City 

Wahpeton  . . . . , 

Williston 

Iowa 

Cresco 

Hawkeye 

Humboldt 

Lake  Park 

Lime  Springs.. 

Monona 

New  Hampton 

St.  Ansgar 

Waucoma 

Postville 

Waukon 

Montana 

Glasgow Valley  Co.  Gazette 

Glasgow Record 

Kalispell Herald- Journal 

Soiith  l>akota 

Wilmot Republican 


Wichita  List 

Kansas 

Anthony Republican 


Argonia Clipper 

Arkansas  City Democrat 

Helle  IMaine News 

Caldwell News 

Canton *■ Champion 

Cheney Sentinel 

Cimarron Jacksonian 

Coffeyville  (i  ed.) Daily  Journal 

Cottonwoood  Falls Reveille 

Dodge  City Democrat 

Great  Bend Beacon 

Great  Bend Democrat 

Halstead Independent 

Howard Citizen 

Hugoton Hermes 

Jetmore Republican 

Johnson  City Journal 

Kinsley Graphic 

Kingman Leader-Courier 

Kiowa Review 

Lyons Republican 

Lyons Eagle 

Marion Times 

McCracken Enterprise 

Medicine  Lodge Cresset 

Mound  Ridge  Journal 

Mulvane Record 

Mt.  Hope Mentor 

Peabody Gazette 

Santa  Fe Trail 

Sedswick Pantagraph 

Stafford Republican 

Sterling Bulletin  & Gazette 

Turon Weekly  Press 

Wellington Monitor-Press 

Wichita Times 


Oklahoma 


Alva 

Arapahoe 

Beaver  

Beaver 

Blackburn 

Cheyenne 

Cleo 

Downs 

El  Reno  (i  ed.). 

Hardesty 

Hennessey 

Hennessey 

Kildare 

Kingfisher 

Okarche 

Okeene 

Ok.  City 

..McMaster’s  Weekly 

Perkins 

Stillw'ater 

Tecumseh 

Watonga 

Indian  Territory 

Center Expositor 

Marietta Monitor 

Nowata Cherokee  Air 

Rusli  Springs Landmark 

Sapulpa Light 


Texas 


Miami Texas  Panhandle 

Petty Enterprise 


Missouri 


Oronogo 


Eagle 


Colorado 


Holly 


Chieftain 


Little  Rock  List 


Arkansas 


Alma 

Altus 

Arkadelphia 

Arkadelphia 

Arkadelphia  (s.  m.) 

Arkansas  City 

Atkins 

Augusta 

Auguste 

Bald  Knob 

Batesville 

Beebe 

Benton 

Benton 

Bingen 

Brinkley 

Brinkley 

Cabot 

Camden 

Carlisle 

Clinton 

Coming 

Cotton  Plant 

Dermott 

Des  Arc 

De  Vails  Bluff.... 

DeWitt 

El  Dorado 

Fordyce 

Fordyce 

Forrest  City 

Gillett 

Gurdon 

Hackett  City 

Hope 

Hope 

Hot  Springs 

Huntington 

Judsonia 

Junction  City 

Little  Rock 

Little  Rock 

Lonoke 

Lonoke 

Magnolia 

Magnolia 

Malvern 

Marvell 

Melbourne 

Monticello 

Monticello 

Morrillon 

Morrilton 

Morrilton 

Mulberry 

Murfreesboro 

Nashville 

Newport  (2  eds.).  . 

Newport 

Newport  (2  EDs.). . 


Herald 

News 

Siftings  Herald 

Standard 

Western  Star 

Enterprise 

Chronicle 

Free  Press 

Vidette 

Guard 

Bee 

Current  Topics 

Courier 

Times 

Social  Visitor 

Argus 

Times 

Guard 

Herald 

News 

Democrat 

Courier 

Arkansian 

Life 

Guidon 

Star-Enterprise 

New  Era 

Tribune 

, Chronicle-Enterprise 

Forum 

Herald 

Herald 

Times 

Free  Silver 

Chronicle 

Gazette 

Life 

Herald 

Advance 

....  Union  Democrat 

American  Guide 

Bee 

Citizen 

Democrat 

. . . .Columbia  Record 

Journal 

Times- Journal 

Maxim 

Register 

Advance 

Monticellonian 

Democrat 

Headlight 

Standard 

Leader 

Courier 

....People’s  Advocate 

Daily  Herald 

Sunday  Herald 

S.-W.  Tribune 


North  Little  Rock. 

Okolona 

Ozark 

Ozark 

Paragould 

Paragould 

..SoUphone-Events 

Paris 

Paris 

Paris 

Perry  ville 

Pike  City 

Pine  Bluff 

Portland 

Prairie  Grove  (3  eds.) Record 

Quitman 

Rison 

Rison 

Searcy 

Searcv  Q eds.).... 

Searcy 

Sheridan 

Star  City 

Star  City ...  

Stuttgart 

Stuttgart 

Tuckerman 

Van  Buren 

Van  Buren  (2  eds.) 

Van  Buren  (3  eds.) 

Van  Buren 

Warren 

Warren 

Waldo 

Waldron 

Reporter 

Washington 

Wilton 

Little  River  Ledger 

Texas 


Blooming  Grove. . . . 

Cookville 

Flatonia 

Gilmer 

Holland 

Jewett 

Messenger 

Kemp 

Lufkin 

Naples 

Monitor 

Palestine 

Palestine  (i  ed.).  . . 

Pearsall 

Sabinal 

Te.xarkana 

Texarkana  (i  ed.).. 

Texarkana  (1  ed.).  . 

Timpson 

Wharton  (2  eds.)*  . . 

Willis 

Louisiana 

Boyce 

Mer  Rouge 

Minden 

. Banner  of  Liberty 

Opelousas 

Pollock 

lu.lian  Territory 

Fort  Gibson 

Muldrow 

Tishomingo 

Webbers  Falls 

Fow  i.r:  R ’s  1 ’u  1 i L I c rr  Y 


999 


The  Western  Newspaper  Union  Lists 

(.’over  an  exclusive  territory  that  cannot  lie  reached  l)y  any  oilier  adverlisin*? 
medium.  'I'lie  pa])ers  of  these  lists  arc  llie  leading  country  aiul  weekly  news^)apers 
between  and  including  Michigan  to  the  Rocky  Mountains  and  Minnesota  to  Texas. 
'I’he  list  comprises  2,768  of  the  best  class  of  country  papers  that  exist  and  cover 
more  tlian  three  fourths  of  the  entire  area  of  tlie  United  Mates,  'rhey  go  to  a class 
of  readers  of  winch  ninety  ]ier  cent,  read  no  other  paper. 

These  are  the  oldest  established  lists  and  are  made  up  of  the  oldest  papers  in 
the  territory  where  they  are  published.  It  is  the  largest  list  in  tlie  world  ; has  the 
largest  circulation  and  therefore  occupies  the  front  rank  in  the  advertising  field. 

They  have  always  paid  advertisers  large  returns  and  must  continue  to  pay.  Many 
of  our  patrons  have  used  these  lists  uninlcrruptedly  for  more  than  sixteen  years 
and  are  using  them  to-day. 

Kor  catalogues  and  rates  address  Tlie  Western  Newspaper  Union,  194  So. 
Clinton  Street,  Chicago,  111.,  or  65  Tribune  iluilding,  New  York  City,  N.  V. 


Des  Moines  List 

Iowa 

Ackley Phonograph 

Adair Messenger 

Adair News 

Adel News 

Adel Record 

Afton Star-Enterprise 

Albia News 

Alexander Advertiser 

Algona Courier 

Algona The  Upper  Des  Moines 

Ames Times 

Anita Republican 

Aplington News 

Atlantic Pudget 

Atlantic Iowa  PimetalUst 

Atlantic. Messenger 

Aurora Obser\'er 

Avoca Herald 

Ayrshire Chronicle 

Bancroft Register 

Baxter New  Era 

Bedford Daily  Times 

Belle  Plaine Lever 

Belmond Herald 

iienton Boomer 

Blockton News 

Bode Bugle 

Bonaparte Record 

Bondurant Journal 

Boone Daily  News 

Boone Herald 

Boone Weekly  News 

Bridgewater News 

Bridgewater Times 

Bristow Enterprise 

Buffalo  Centre Tribune 

Burt Monitor 

Bussey Banner 

Cambridge Dispatch 

Cantril Leader 

Carson Critic 

Cascade.... .Courier 

Casey Vindicator 

Cedar  Falls Globe 

Center  Point Herald 

Center  Point Journal 

Centerville Advocate 

Charter  Oak Republican 

Churdan Reporter 

Clarksville Star 

Clear  Lake Mirror 

Clear  Lake Reporter 

Colesburg Clipper 

Colfax .Clipper 

Collins Clipper 

Collins Liberator 

Coon  Rapids Enterprise 

Corning Gazette 

Corwith Hustler 

Cumberland Banner 

Davis  City Advance 

Davis  City Twice-a-Week  Rustler 

Dayton Review 

Decatur  City Advocate 

Decorah Decorah  Public  Opinion 

Delta Enterprise 

Denison Bulletin 

Des  Moines Iowa  State  Bystander 

Des  Moines National  Clerk 

Des  Moines U.  S.  Progress-Call 

Des  Moines Weekly  Globe 

De  Soto Exponent 

Dexter Sentinel 

Diagonal Progress 

Donnellsun Review 

Dow’s Advocate 

Dubuque Western  Farmer 

Dubuque Western  Guide 

Duncombe Sun 

Dunlap Reporter 

Dysart Reporter 

Eagle  Grove Evening  Times 

Eagle  Grove Gazette 


Earlham  Echo 

Earlville Pheenix 

Kddyville 'J'ribune 

Kdpwood Journal 

F^ldora Ledger 

Eldon Forum 

Elliott (Graphic 

Ellsworth Clironicle 

Elm«'i News  Register 

Emerson Chronicle 

Kmmetsburg Reporter 

Kmmetsburg  Tribune 

Kxira Journal 

Farmington News 

Fayette Reporter 

Fonda Review 

Fontanelle Observer 

Forest  City Summit 

Fort  Atkinson Times 

Fraser Chronicle 

Fredricksburg News 

Garnavillo Sentinel 

Germania Standard 

Gilmore  City Globe 

Gladbrook Leader 

Gladbrook Tama  Northern 

Goldfield Chronicle 

Goodell Farm  Journal 

Gowrie News 

Grand  Junction Era 

Grand  River Local 

Gravity I ndependent 

Greeley Graphic 

Greenfield Transcript 

Grinnell Independent-Signal 

Griswold American 

Griswold Advocate 

Grundy  Center Herald 

Grundy  Center Republican 

Guthrie  Center Times 

Guthrie  Center .Sentinel 

Hamburg Reporter 

Harcourt News 

H arlan A merican 

Harlan Tribune 

Hillsboro Index 

Hudson Record 

Humboldt Independent 

Humeston New  Era 

Independence Saturday  Herald 

Indianola Record 

Ionia Herald 

Iowa  City Herald 

Iowa  B'alls Citizen 

Iowa  Falls Sentinel 

Janesville Banner 

Jefferson Bee 

Jewell Record 

Kellerton Globe 

Kellogg Brnterprise 

Kellogg Tribune 

Kent Record 

Keswick Courier 

Klemme Times 

Knowlton World 

Knoxville Godfrey's  Gleanings 

Knoxville Reporter 

Ladora Times 

Lake  City Blade 

Lake  Mills Graphic 

Lamoni College  City  Chronicle 

Lament Leader 

Laurens Sun 

Ledyard Leader 

Lenox Gleaner 

Lenox Time-Table 

Leon Reporter 

Lehigh Argus 

Letts Review 

Lewis Standard 

Linden Clipper 

Linden Guidon 

Lineville News 

Lineville Tribune 

Lisbon .Sun 

Lohrville Enterprise 


Lorimor Journal 

Lovilia I'.anncr 

Luverne News 

Luverne Review 

Lyiiiiville Herald 

^^adrid Register-News 

Manilla Register 

Marion Sentinel 

Marne B'ree  Press 

Mason  City Express 

Massena Kclio 

Melbourne Record 

Menlo Gazette 

Milo Motor 

Minburn Star 

Mitchellville Index 

Monroe Mirror 

Monticello Times 

Montezuma 1 )emocrat 

Moravia Tribune 

Morning  Sun Herald 

Moulton Herald 

Moulton Tribune 

Mt.  Ayr Journal 

Mt.  Auburn Advocate 

^It.  Pleasant Dial  of  Progress 

Nashua Reporter 

New  Albin Courier 

New  Hartford Review 

New  Sharon Star 

Newton Courier 

Newton Record 

New  Virginia New  Virginian 

Nora  Springs Advertiser 

Nora  Springs Telephone 

Northwood Anchor 

Oakland Acorn 

Oakland Era 

Oelwein Register 

Ogden Messenger 

Osage N ews 

Oskaloosa Times 

Oskaloosa Farmer  and  Miner 

Ottumwa Review 

Oxford Journal 

Packwood Herald 

Panora Democrat 

Paralta Journal 

Pella Blade 

Pella Saturday  Advertiser 

Perry Advertiser 

Perry Bulletin 

Persia Globe 

Peru Sentinel 

Pleasantville News 

Prairie  City Kodak 

Prairie  City News 

Pulaski Independent 

Redding Review 

Redfield Clipper 

Red  Oak Republican 

Reinbeck Courier 

Rhodes Revue  w 

Riverside Leader 

Rockford Gazette 

Rockwell Phonograph 

Rockwell  City Advocate 

Rockwell  City Republican 

Roland Record 

Rolfe Argus 

Rudd Clipper 

Runnells Telegram 

Russell Recorder 

Russell Union 

Ruthven Appeal 

Ruthven Free  Press 

Ryan Rustler 

Seymour Leader 

Shannon  City Sun 

Sheffield Press 

Shelby News 

Shenandoah Post 

Sigourney Times 

Sioux  Rapids Press 

Slater News 

Spencer Reporter 

Stanhope Mail 

Stanton Call 

St.  Charles Hawkeye 

Stanwood Herald 

Stratford Courier 

Stuart News 

Swaledale Bee 

Tama Free  Press 

Tama Herald 

Thompson Courier 

Thornton Enterprise 

Tingley Vindicator 

Tripoli Leader 

Valeria Star 

Valley  Junction Express 

Van  Rleter Exponent 

Van  Wert Record 

Volga  City Vindicator 


Victor Index 

N'inlon 'I’inics 

Walnut l»ureau 

Wapello i>eniocrat 

Waterloo NalionaMvxchangc 

Waterloo l>emocrat 

Washington Record 

Washington World 

Webster  City Daily  Tribune 

Webster  City Weekly  Tribune 

Webster  City ( Iraphic-H  erald 

Weldon Hornet 

West  Bend Advance 

West  Liberty Review 

West  Union (iazette 

What  Cheer Kej)orter 

What  Cheer Chronicle 

What  Ciieer Patriot 

Williams Review 

Wiiiterset Reporter 

Winterset Rev'iew 

W’orthington Watchman 

MiSHOuri 

Cainsville News 

Clarksdale Banner 

Clyde Weekly  Times 

Graham Post 

(irantCity Star 

Kirksville B'armer’s  Advocate 

LaGrange Indicator 

Lancaster Republican 

Lewiston Weekly  Journal 

Maryville Advocate 

Maryville Daily  Review 

Memphis People’s  Messenger 

Newtown Chronicle 

Ridgeway Journal 

Sheridan Advance 

Minnesota 

Dexter Dexterite 

Spring  Grove Herald 

Wells Forum 

Winnebago  City Enterprise 

Omaha  List 

Nebraska 

Albion Argus 

Albion Blade 

Albion News 

Alliance Pioneer  Grip 

Alliance Times 

Alma Weekly  Record 

Ansley People’s  Advocate 

Arapahoe Public  Mirror 

Arlington News 

Arlington Times 

Ashland Gazette 

Ashland Journal 

Atkinson Graphic 

Auburn Granger 

Auburn Post 

Aurora Republican 

Bassett Eagle 

Bennington Herald 

Battle  Creek Enterprise 

Battle  Creek Republican 

Bayard Transcript 

Beilwood Gazette 

Beemer Times 

Bertrand Ind.  Herald 

Bladen Enterprise 

Blair Republican 

Blair Pilot 

Blue  Springs Sentinel 

Brock  Champion 

Broken  Bow Beacon 

Broken  Bow Weekly  Republican 

Campbell Press 

Cedar  Bluffs Standard 

Cedar  Rapids Outlook 

Central  City Republican 

Columbus Journal 

Crawford Gazette 

Crawford Tribune 

Creighton Courier 

Creighton People’s  News 

Crete Vidette 

David  City Press 

Deshler .Citizen 

Diller Record 

Doniphan Index 

Dorchester Star 

Edgar  Post 

Elkhorn Exchange 

Elm  Creek Times 

Eustis Record 

Exeter Democrat 

Fairbury Enterprise 

Fairmont  Chronicle 

Falls  City Populist 

Fremont Leader 


lOOO 


FOWLER’S  PURLICITY 


Fullerton News-Journal 

Fullerton Post 

Genoa Leader 

Genoa Populist 

Gibbon Reporter 

Gordon Journal 

Gothenburg Independent 

Gothenburg Times 

Grand  Island Republican 

Gretna News 

Hardy Herald 

Harrison Press 

Harvard Courier 

Hastings Independent-Tribune 

Hay  Springs Leader 

Hebron Journal 

Hebron Republican 

Hemingford Herald 

Herman Review 

Holdrege Progress 

Hooper Sentinel 

Julian Leader 

Juniata Herald 

Kearney - Sun 

Kenesaw Citizen 

Kimball Observer 

Lawrence Locomotive 

Leigh World 

Lexington Clipper-Citizen 

Litchfield Monitor 

Lodge  Pole . Express 

Louisville Courier 

Loup  City Northwestern 

Loup  City Times-Independent 

Lexington Pioneer 

Lyons Sun 

Lindsay Post 

Madison Reporter 

Madison Star 

Madrid News 

May^^'ood Eagle 

McLook Tribune 

McCook Courier 

Mead Pharos 

Milford Nebraskan 

Millard  .Courier 

Nehawka Register 

N eligh Advocate 

Neligh Tribune 

Nelson Gazette 

Nelson  Herald 

Newman  Grove Gazette 

Newman  Grove Herald 

Newport Republican 

Niobrara Tribune 

Norfolk Times 

North  Bend Argus 

Oakdale Sentinel 

Omaha Afro-American  Sentinel 

Omaha  Enterprise 

Omaha Homestead 

Omaha Progress 

O’Neill Frontier 

Orleans Courier 

Orleans Progress 

Osceola Democrat 

Osceola Record 

Papillion Times 

Pierce Leader 

Pleasantdale Quiz 

Plattsmouth Cass  County  Tribune 

Plattsmouth Daily  Evening  News 

Plattsmouth Weekly  Journal 

Rising  City Independent 

Riverton Review 

Rulo  Reporter 

Rushville Recorder 

Sargent Echo 

Schuyler Herald 

Schuyler Quill 

Scribner  Rustler 

Scribner News 

Shubert Citizen 

Sidney Telegraph 

Sidney Poniard 

Smithfield Practical  Farm  News 

Spencer Register-Advocate 

Springfield Monitor 

St.  Edward Sun 

Stanton  Picket 

Stanton Register 

Stumford Enterprise 

Superior (Daily)  Journal 

Superior Journal 

Sutton Advertiser-News 

Sutton Repster 

Talmage Tribune 

Taylor Clarion 

Tilden Citizen 

Tobias Gazette-Tribune 

Valentine Republican 

Valley Advocate 

Valley Enterprise 

W ahoo Democrat 


Wahoo  Wasp 

Waterloo Blade 

Waterloo Gazette 

Weeping  Water Silver  Blade 

Weeping  Water Republican 

West  Point Advertiser 

West  Point Republican 

Wood  River Interests 

Wymore Reporter 

Iowa 

Avoca Journal 

Blanchard Herald 

College  Springs Current  Press 

Conway Journal 

Corning Republican 

Defiance Enterprise 

Denison Review 

Dunlap Herald 

Farragut Sentinel 

Glenwood Opinion 

Glenwood Tribune 

(Hidden Graphic 

Hamburg Democrat 

Logan Observer 

Manilla Advocate 

Manning Monthly  Woodman 

M acedonia N e ws 

Minden Times 

Missouri  Valley Daily  News 

Neola Reporter 

New  Market Herald 

Pacific  Junction  News 

Prescott Advocate 

Riverton Independent 

Shenandoah World 

Tabor Beacon 

West  Side Journal 

Woodbine Twiner 

Idaho 

Albion  Times 

Blackfoot News 

Idaho  Falls Register 

Idaho  Falls Times 

Lewiston Teller 

Payette Independent 

Pocatello Herald 

St.  Anthony News 

Wyoming 

Casper Derrick 

Casper Tribune 

Dayton News 

Sundance Gazette 

South  Dakota 

Belle  Fourche Times 

Buffalo  Gap Republican 

Fairfax Review- 

Hot  Springs Herald 

Keystone Miner 

Terry Record 

Other  States 

Atwood,  Kan Citizen 

Fairfax,  Mo Forum 

N arka , Kan N ews 

New  Paynesville Press 

Vale,  Ore District  Advocate 

Lincoln  List 

Nebraska 

Adams Globe 

Alexandria  Argu 

Alliance Guide 

Alvo Advance 

Arcadia Champion 

Auburn Herald 

Axtell Advertiser 

Barneston Star 

Beatrice Democrat 

Beatrice  (6  eds.) Daily  Times 

Beatrice Weekly  Times 

Beaver  City Beaver  Valley  Tribune 

Beaver  City Times 

Belvidere News 

Bennett Union 

Bloomington Echo-Argus 

Brainerd 'limes 

Brewster News 

Broken  Bow Chief 

Burchard 'Limes 

Burwell Eye 

Byron Herald 

Callaway Courier 

C.'ambricige Kaleidoscope 

Central  City Nonpareil 

Ceresco Courier 

Chappell Register 

Chester Herald 

Clay  Centre l\atriot 

Columbus Argus 


Cook 

Cortland 

Crab  Orchard. . . . 

Crete 

Crete 

Davenport 

Davey 

David  City 

Dawson 

De  Witt 

De  Witt 

Dodge 

Douglas 

Du  Bois 

Eagle 

Elk  Creek 

Elm  Creek 

Elmwood 

Fairbury 

Fairbury 

Fairmount 

Firth 

Friend 

Friend 

Gandy 

Geneva 

Gering 

Gering 

Germantown.... 

Grafton 

Grand  Island. . . . 

Grant 

Greenwood 

Greeley 

Gretna 

Guide  Rock 

Hastings 

Havelock 

Hayes  Center 

Hayes  Center 

Hebron 

Hershey 

Hickman 

Hickman 

Holbrook 

Holdrege 

Humboldt 

Humboldt 

Johnson 

Kearney 

Kearney 

Kennard 

Liberty 

Lincoln 

Lincoln 

Lincoln 

Lincoln 

Lincoln 

Lincoln 

' Lincoln 

! Lincoln 

j Malcolm 

1 McCook 

I Minden 

North  Platte .... 

Odell 

! Ohiowa 

I Ord 

! Oxford 

! Palmyra 

i Pawnee  City. ... 

Petersburg 

Plymouth 

Ragan 

Ravenna 

Raymond 

Red  Cloud 

Red  Cloud 

Republican  City . 
Republican  City. 

Schuyler 

Scotia 

Seward 

Seward 

Shickley 

Steinauer 

Stella 

Sterling 

Sterling 

Stockville 

Stockville 

Stratton 

Stuart 

St.  Paul 

St.  Paul 

Swanton 

Syracuse 

Syracuse 

Syracuse 

Table  Rock 

1 Tecumseh 

1 Trenton 

Unadilia 

; University  Place 


Weekly  Courier 

Herald 

Herald 

Democrat 

Herald 

People’s  Journal 

Mirror 

People’s  Banner 

News  Boy 

Independent 

Times 

Criterion 

Enterprise 

Times 

Eaglet 

Herald 

Pilot 

Echo-Leader 

Journal 

Times 

Tribune 

Graphic 

..S. -Monthly  Helper 

Standard 

Pioneer 

Gazette 

Courier 

Homestead 

Gleaner 

Courier 

Free  Press 

Herald-Sentinel 

Gazette 

. Leader-Independent 

Reporter 

Signal 

Democrat 

Times 

Republican 

Times 

Champion 

Review 

Enterprise 

Republican 

Herald 

Political  Forum 

Enterprise 

Standard 

N ews 

Democrat 

. . . New  Era-Standard 

Enterprise 

Journal 

Daily  Post 

Weekly  Post 

Weekly  Herald 

Anchor 

, Neb.  State  Capitol 
Neb.  State  Democrat 

New  Republic 

. ...Detective  Journal 

Messenger 

Republican 

Courier 

Independent  Era 

Wave 

Ohiowan 

Journal 

Standard 

Items 

Republican 

Index 

News 

News 

News 

Review 

Nation 

.Argus 

Democrat 

Independent 

Sun 

Register 

. . ..Blue  Valley  Blade 

Reporter 

Herald 

Star 

Press 

Kagle 

Sun 

Republican 

Faber 

Signal 

Ledger 

Phonograph 

Republican 

Items 

Herald 

Journal 

Democrat 

Argus 

Journal 

Register 

Onion 

Gazette 


University  Place 

Valparaiso 

Verdon 

Wahoo 

Wallace 

Wauneta 

Waverly 

Western 

Wilber 

Wilsonville 

Wymore 

Yutan 


. ...Twin  City  Times 

Visitor 

Videite 

New  Era 

Tug 

Breeze 

Watchman 

Wave 

Republican 

..  Review 

Weekly  Arbor  State 
Breeze 


Kansas 


Almena 

Almena 

Burr  Oak 

Concordia.... 

Blade 

Cuba 

Easton 

Light 

Gaylord 

Hanover 

Hanover 

Norton 

Olsburg 

Plainville 

Republic  City, 

Riley 

Scandia 

Smith  Centre. , 

Stockton 

St.  Francis. . . . 

Rustler 

Washington . . . 

Washington. . . 

Washington . . . 

Watchman 

Westmoreland 

White  Cloud. . 

Montana 

Belt 

Billings 

Dillon 

Hamilton 

Neihart 

So.  Dakota 

Custer  City Journal 

Edgemont People’s  Advocate 

Keystone N ugget 

Lead  City Daily  Call 

Rapid  City Black  Hills  Union 

Rapid  City Stockman 

Wyoming- 

Buffalo People’s  Voice 

N ewcastle Democrat 

Newcastle New-s-Journal 

Otto Courier 

Otto Rustler 

Sheridan Enterprise 

Sheridan Weekly  Journal 

Sundance Wyo.  Freeman 

Sundance Monitor 


Kansas  City  List 

Kansas 


Abilene 

Agra 

.Allen 

Alma 

Americus 

Arcadia 

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Plaindealer 

Recorder 

1.  M.  Advocate 

Union 

Protectionist 

Independent 

Independent 

Transcript 

Express 


Idaho 

Caldwell Record 

(lold  Creek News 

Meridian Sun 

Mountain  Home Republican 

hlountain  Home Bulletin 

Shoshone Journal 

Wyoming 

Evanston Wyoming  Press 


The  Libby  & Smith  Suburban  List 

Portland,  Maine,  supplements  the  Atlantic  Coast  Lists  for  Maine;  total  circu- 
lation about  6,000,  and  so  rated  in  all  the  directories.  Papers  are  all  eight  pages, 
of  6 or  7 columns,  standard  width  and  length.  Do  fair  work  with  deep  half-tones. 
Each  paper  is  ably  managed  and  edited,  setting  enormous  amounts  of  local  matter. 
Rates  extremely  low,  but  stiff.  They  get  a class  of  business  that  goes  only  to 
dailies  and  the  larger  weeklies.  One  order,  one  electro.  Business  established 
1884.  Present  management  since  1891.  With  Atlantic  Coast  Lists  prior  to  1S94. 
Following  is  list:  Gorham,  Narragansett  Sun;  Freeport,  Six  Towns  Times; 
Deering,  News;  Westbrook,  Globe  Star;  Cape  Elizabeth,  Coast  Watch.  Have 
bought  in  and  consolidated  the  Freeport  Sentinel,  the  Yarmouth  Gazette,  and  the 
Westbrook  Star.  The  Narragansett  Sun  issues  in  two  editions.  Gray  and  Gorham. 
The  Six  Towns  Times  often  issues  in  two  editions,  one  for  Harpswell  and  the 
islands  and  one  for  the  mainland. 


Dictionary  of  Trade 

“What  You  Want  When  You  Want  It  ” 


This  department  is  devoted  to  data  coneerning  all  elasses  of  printing,  paper,  electroU’pes, 
engraving,  lithography,  othee  furniture  and  fittings,  and  things  needed  in  the  conduet  of 
business.  The  firms  mentioned  are  believed  to  be  thoroughly  reliable,  and  to  be  at  the  heads 
of  their  respeetive  lines. 


Addressing,  Binding,  and  Mailing 

nOSTON  M.-\ILING  CO.»  Boston,  incorporated 
18S7,  capital  $50,000.  R.  W.  Waters,  President,  J.  H. 
Gerrish,  Treasurer.  Printers  send  printed  sheets  of 
newspapers,  pamphlets,  magazines,  circulars,  etc.,  to 
this  company,  which  folds,  binds,  addresses,  and  pre- 
pares the  same  for  the  mails  or  express.  Publishers, 
printers,  merchants,  and  business  concerns  who  adver- 
tise, deal  with  this  company.  Lists  of  trades  and  pro- 
fessions for  the  United  States  on  hand  to  address  from. 
Their  specialties  are,  addressing,  binding,  and  mailing. 


Addressing  Machines 


If  a firm  sends  out  large  issues  of  printed  matter  at 
frequent  intervals  to  the  same  individuals,  the  work 
will  be  expedited  and  the  cost  very  much  lessened  by 
putting  the  names  into  type  and  addressing  by  means 
of  machines.  The  various  methods  are  described 
elsewhere.  The  necessary  machines  may  be  purchased 
to  best  advantage  from  the  type  foundries  whose  ad- 
dresses are  printed  under  the  head  of  “ Type  ” in  this 
section. 


Advertising  Novelties 


MILLS,  KNIGHT  & CO.,  60  Pearl  St.,  Boston, 
Mass.,  1402  Monadnock  Building,  Chicago,  111., 
1013  American  Tract  Society  Building,  New  York. 
From  a small  beginning  and  careful  personal  super- 
vision, the  business  of  manufacturing  our  high-grade 
specialties  for  advertising  purposes  has  led  us,  by  con- 
stantly increased  demands,  from  year  to  year,  to  largely 
increase  our  facilities,  until  now  we  are  enabled  to  an- 
nounce ourselves  as  the  largest  manufacturers  in 
America,  whose  product  is  mainly  distributed  by  care- 
ful and  prudent  advertisers.  Our  manufactory  is  all 
under  one  roof,  enabling  us  to  have  a personal  care  of 
all  details  during  the  process  of  making.  We  solicit 
correspondence. 


Bicycles 

COLUMBIA  BICYCLES.  The  standard  of  the 
world.  The  result  of  twenty  years’  exclusive  bicycle 
manufacture.  The  combination  of  experience  and  ma- 
terial quality.  Pope  Mfg.  Co.,  Hartford,  Conn. 
Branch  house  or  dealer  in  every  principal  city. 


Bill  Posters 


JOHN  DONNELLY  & SONS,  7 Knapp  St., 
Boston,  Mass.,  are  the  leading  bill-posters,  distribu- 
ters, and  sign  advertisers  in  the  New  England  States 
and  contracts  should  be  made  with  them  They  con- 
trol the  exclusive  outdoor  display  advertising  privi- 
leges in  Boston,  Lynn,  Brockton,  Cambridge,  Somer- 
ville, Charlestown,  Hyde  Park,  Quincy,  Newton, 
Malden,  Medford,  Melrose,  Everett,  and  Woburn,  in 
nearly  all  of  which  places  they  have  branch  offices. 
Their  bill-board  space  measures,  if  placed  in  a line,  15 
miles  long  and  includes  14  cities,  all  of  within  20  miles 
of  Boston,  and  comprise  about  one  third  of  the  popu- 
lation of  the  State  of  Massachusetts.  All  posting  is 
listed  and  the  showing  is  guaranteed.  New  England 
representatives  and  members  of  American  Bill-Posting 
Association  of  the  United  States  and  Canada. 


A.  VAN  BEUREN  & CO.,  i2S_4th  Ave.  and  162 
E.  126th  St.,  New  York.  Metropolitan  and  suburban 
bill  posters,  distributers,  bulletin  board,  railroad,  and 
commercial  advertisers.  We  own,  lease,  and  control 
more  protected  and  better  located  billboard  stands, 
walls,  three-sheet  boards,  posting,  and  sign  privileges 
in  the  metropolis  and  suburban  districts  than  all  the 
other  New  York  bill-posters  and  sign  advertisers  com- 
bined. Catalogue  of  locations  furnished  on  applica- 
tion. 


Binders 


GIES  & CO.,  Buffalo,  N.  Y.  Operate  a large  and 
coinjiletely  equipped  bindery  in  connection  with  litho- 
raphic  and  type-printing  departments.  Besides  doing 
ook,  catalogue,  and  pamphlet  binding,  also  make  all 
kinds  of  blank  books,  either  of  regular  or  special  forms. 
You  will  find  it  a great  convenience  as  well  as  to  your 
pecuniary  adv’antage  to  order  your  work  from  a firm 
that  can  do  it  all,  lithographing,  printing,  binding, 
electrotyping,  and  embossing. 


Blank  Book  Manufacturers 


THE  WATERBURY  BLANK  BOOK  MFG. 
CO.,  59  to  67  Grand  St.,  Waterbury,  Conn.,  A.  H. 
Tyrrell,  Treas.  and  Gen.  Manager.  Fine  account 
books  to  order  with  “Mattatuck”  indestructible  flat- 
opening backs  — also  full  line  of  stock  work  for  the 
trade — jobbers  in  general  stationery,  school  and  office 
supplies — fine  catalogue  printing  a specialty  — our 
plant  is  new  and  fully  equipped  for  printing,  perforat- 
ing, numbering,  eyeletting,  ruling,  binding,  stamping, 
embossing,  etc.  Estimates  cheerfully  given  — work 
done  for  the  trade. 


Bookkeeper’s  Use 


THE  BOOKKEEPER'S  FRIEND, greatest  labor- 
saving  device  ever  introduced,  for  bankers,  book- 
keepers, commercial  colleges,  and  insurance  com- 
panies. By  mail  only  $i  per  set.  Also  patentee  of 
Cupid’s  “ Fortune  Teller,”  the  most  amusing  and  en- 
tertaining parlor  game  extant.  Price  from  $2.50  to  $5 
each.  Also,  of  the  celebrated  counter  game  “Pros- 
perity,” a great  money-maker  for  the  house,  and  the 
catchiest  game  on  the  market.  Retails  for  $3  to  $5 
each.  Cigar  factories  and  others  give  them  away. 
B.  Waller  Taylor,  Evansville,  Jnd. 


Business  Furniture 


THE  GLOBE  COMPANY  manufactures  every- 
thing requisite  for  the  furnishing  of  a modern  business 
office.  It  carries  in  stock  and  builds  to  order  bank  and 
store  railings  and  partitions,  desks,  chairs,  and  couches, 
office  and  directors’  tables,  letter-filing  cabinets,  docu- 
ment-filing cabinets,  card  index  cabinets,  mercantile 
report  cabinets,  map  cabinets  for  the  routing  system, 
catalogue  cabinets,  legal  blank  cases,  pigeon-hole 
cases,  etc.  Descriptive  catalogue  free.  The  Globe 
Company,  Cincinnati.  Corner  of  Fulton  and  Pearl 
Sts.,  New  York. 


Cali  graph  Typewriter 

AMERICAN  WRITING  MACHINE  CO.,  237 
Broadway,  New  York.  Over  60,000  sold.  The  first 
typewriter  giving  a key  for  every  character.  Sim- 
plicity of  construction,  even  distribution  of  wear,  thor- 
oughness in  manufacture  have  made  the  Caligraph 
typewriter  famous  as  the  machine  that  “ Outlasts  them 
all.”  It  costs  less  for  repairs  than  any  other.  Worth 
100%  more  than  any  other,  because  it  will  wear  twice 
as  long.  Highest  grade  of  work,  absolutely  reliable, 
easy  to  learn  and  operate,  and  capable  of  the  highest 
speed.  Illustrated  catalogue  may  be  had  on  applica- 
tion. 


Carbon  Paper 


ROCKWELL  & RUPEL  CO.,  51  and  53  La 
Salle  Street,  Chicago,  111.  Little's  Standard  typewriter 
ribbons  and  Cobweb  carbon  papers,  Rival  American 
Impression  Books,  Rival  Letter  Filing  Cabinets,  the 
Perfect  Roller  Copying  Process,  combination  Docu- 
ment and  Letter  Filing  Systems.  It  may  not  pay  to 
do  business  with  us ; it  does  not  cost  anything  though 
to  ascertain.  Thousands  of  satisfied  customers  make 


it  possible  for  us  to  continue  to  do  business  and  grow 
every  year.  We  are  always  careful  to  explain 
everything  fully ; we  answer  all  inquiries  promptly. 
We  send  out  good  printed  matter.  We  know  all  about 
everything  we  have.  We  aim  to  know  more  than  our 
competitor  knows  and  we  keep  on  learning,  and  any 
business  house  in  America  can  learn  about  our  goods 
and  our  methods  free  for  the  asking. 


Card  Index  System 


THE  GLOBE  COMPANY  supplies  cards,  white 
and  colored,  in  two  grades  and  each  grade  in  three 
weights.  These  cards  are  made  with  a hard,  smooth, 
erasable  surface,  and  each  is  cut  perfectly  true  and  uni- 
form in  size  to  admit  of  the  quickest  fingering.  Alpha- 
betical, monthly,  numerical  or  specially  tabbed  heavy 
guide  cards  are  freely  used  to  indicate  the  locations  of 
the  record  cards.  I)escriptive  catalogue  free.  The 
Globe  Company,  Cincinnati.  Corner  of  Fulton  and 
Pearl  Sts.,  New  York. 


Catalogue  Engravers 

THE  GILL  ENGR.A.VING  CO.,  104  Chambers 
St.,  New  York.  The  highest  grade  of  artistic  half- 
tone engraving  for  magazine  and  book  illustrations 
and  for  advertising  purposes.  Quality  alone  is  con- 
sidered in  making  our  plates.  Many  of  the  best  maga- 
zine wood-engravers  are  employed  to  finish  our  half- 
tones. Also  line  engraving,  designing,  etc.  Special 
attention  given  to  very  high-grade  catalogue  work. 


Catalogue  Makers 

GIES  & CO.,  Buffalo,  N.  Y.  The  most  complete 
establishment  in  the  country.  Do  our  own  lithograph- 
ing, printing,  engraving  (wood-cuts,  half-tones  and 
zinc-etchings),  electrotyping,  binding,  and  embossing. 
If  you  have  ever  had  different  parts  of  your  catalogue 
made  by  different  parties,  you  will  appreciate  the  ad- 
vantage of  having  all  the  work  done  in  one  establish- 
ment with  no  divided  responsibility.  We  give  particular 
attention  to  fine  art  publications  with  original  designs 
for  illustrations.  Consult  us  before  placing  your 
order. 


Catalogue  Printers 


L.  BARTA  & CO.,  144  High  St.,  Boston,  Mass., 
will  be  pleased  to  send  you  estimates  on  every 
class  of  catalogue  work.  A specialty  is  made  of 
illustrated  catalogue  printing,  and  we  take  entire 
charge  of  the  work,  including  the  making  of  designs 
and  the  engraving  of  illustrations.  Our  facilities  enable 
us  to  do  the  highest  class  of  work  in  the  least  possible 
time. 


THE  WINTHROP  PRESS,  32-34  Lafayette 
Place,  near  4th  St.,  New  York.  Established  1883. 
Catalogue,  periodical,  fine  cut  and  color  printing. 
Binding,  engraving,  electrotyping,  coin  cards,  and 
other  special  work,  all  done  on  the  premises.  We 
claim  to  do  good  work,  on  time,  and  at  fair  prices. 


Catalogue  Paper 

PETER  ADAMS  PAPER  CO.,  150  Nassau  St., 
New  York,  make  a special  paper  for  catalogues  which 
is  unequalled  on  account  of  its  elegant  appearance 
and  most  excellent  printing  qualities. 


Clippings 

BURRELLE'S  PRESS  CLIPPING  BUREAU, 
32  Park  Row,  New  York.  Newspapers  read  by  proxy. 
No  one  person  can  read  all  papers  published,  whereas 
we  must,  for  it's  our  business,  clipping  therefrom  those 


1007 


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FOWLER’S  PUBLICITY 


items  of  designated  interest  to  clients.  Do  you  wish 
to  know  wliat  publicity  you  or  your  customers  are 
getting?  Do  you  want  names  of  possible  customers? 
Do  you  want  suggestions  tor  advertisements?  Consult 
us. 


CHICAGO  PRESS  CLIPPING  BUREAU,  36 
La  Salle  St.,  Chicago,  111.  Furnish  clippings  on  any 
subject  from  the  press  of  the  United  States,  daily, 
weekly,  magazines  and  trade  papers  included.  Daily 
reports  of  new  stores,  factories,  enterprises  of  all 
kinds;  trade  addresses;  material  for  lectures,  essays, 
novels,  sermons ; daily  service  to  trade  papers;  busi- 
ness pointers  in  all  lines;  clippings  of  all  the  best 
things  printed  in  our  8,000  publications  on  what 
interests  you  most.  Rates  i to  5 cents  per  clipping. 
Centrally  located,  can  give  best  service.  Only  bureau 
which  covers  Middle  West  and  South  closely.  Harold 
W.  Cole,  publisher  “ Ice  World,”  Albany,  N.  Y.,  says, 
Nov.  6,  1896,  “ We  have  no  hesitation  in  saying  that 
the  service  you  give  is  by  far  the  best  we  have  had  and 
we  have  been  subscribers  to  four  bureaus,  and  are  now 
getting  clippings  from  two  other  concerns.  These  other 
two  together  do  not  send  as  many  as  you  do.”  Dozens 
of  similar  unsolicited  letters  come  to  us. 


Commercial  Intelligence 

ASSOCIATED  TRADE  & INDUSTRIAL 
PRESS,  Washington,  D.C.  Commercial  Intelligence 
Department.  We  supply  leading  firms  throughout  the 
world  with  commercial  intelligence.  Agents  in  every 
State  and  country.  Satisfactory  results  at  amazingly 
small  cost.  Hon.  Abram  S.  Hewitt,  ex-Mayor  of 
New  York,  and  of  Cooper,  Hewitt  & Co.,  iron  manu- 
facturers, says,  If  your  facilities  were  made  suffi- 
ciently known,  they  would  be  generally  resorted  to  for 
information  and  advice.  I shall  not  only  use  your 
association  for  my  own  satisfaction,  but  will  recommend 
you  to  my  friends.”  Established  1887. 


Commercial  Literature 


ASSOCIATED  TRADE  & INDUSTRIAL 
PRESS,  Washington,  D.  C.  Commercial  Literature 
Department.  Experience,  special  training  and  tech- 
nical acquaintance  with  every  trade,  equip  our  writers 
to  do  satisfactory  work  in  preparing  advertisements, 
circulars,  booklets,  catalogues.  General  letter  of  ad- 
vice, including  criticism  of  existing  methods  costs  $10. 
For  $50  yearly,  we  will  serve  a house  with  valuable 
suggestions  and  advisory  criticism  covering  all  classes 
of  advertising  ideas.  Says  Hon.  John  Wanamaker 
“Your  plan  is  a most  ambitious  one,  and  can  be  made 
successful  by  the  genius  of  organization  and  general- 
ship.” 


Commercial  Printing 


MESSRS.  GERRY  & MURRAY,  31  ands.  Broad 
St.,  and  54  Exchange  Place,  New  York,  have  fully 
complete  facilities  for  furnishing  artistic,  original  print- 
ing. Manufacturers  of  high-class  blank  books,  com- 
mercial stationery  of  every  description.  Owners  of 
patents  for  facsimile  typewritten  and  handwritten 
letters  — a handsome  blotter  mailed  monthly  to 
buyers. 


JOHN  T.  PALMER,  406  Race  St.,  Philadelpiua, 
Pa.,  has  an  up-to-date  modern  printery,  fully  equipped 
for  the  complete  production  of  artistic  catalogues  and 
booklets  of  unique  design.  Particular  attention  to  fine 
cut  work,  color  printing  and  embossing.  A specialty 
is  facsimile  typewritten  and  handwritten  letters.  A 
handsome  blotter  mailed  monthly  to  buyers  of  good 
printing. 


Credit  Reports 

ASSOCIATED  TRADE  & INDUSTRIAL 
PRESS,  Washin^on,  D.  C.  Credit  Reporting  Dept. 
Facilities  unexcelled  by  any  agency.  Oui>  reports 
possess  details  and  special  features  that  give  them 
greater  value.  Over  2000  connections  in  Europe,  with 
agents  throughout  Latin  America,  and  other  foreign 
countries.  No  annual  subscription  required.  Pay 
for  what  you  want  at  these  rates,  cash  with  order: 
U.  S.  Reports,  Europe  and  Canada,  $2\  Latin 
America,  $3.  “ Undoubtedly  your  plan  of  organization 
is  a good  one,  and  will  be  a great  advantage  to  busi- 
ness men,”  says  Hon.  Mark  A.  Hanna.  Established 
1887. 


Designers 


THE  GII.L  ENGRAVING  CO.,  104  Chambers 
St.,  New  York.  The  liigliest  grade  of  artistic  lialf- 
tone  engraving  for  magazine  and  book  illustrations 
and  for  advertising  purposes.  Quality  alone  is  con- 
sidered in  makingour  plates.  Many  of  the  best  maga- 


zine wood-engravers  are  employed  to  finish  our  half- 
tones. Also  line  engraving,  designing,  etc.  Special 
attention  given  to  very  high-grade  catalogue  w'ork. 


Display  Advertising 

AMERICAN  ADVERTISING  SIGN  CO., 
Philadelphia,  Pa. 

On  fence  and  side-wall,  mountain,  valley, 

On  highway,  byway,  street,  and  alley ; 

We  paint  your  picture,  business,  name, 

And  bring  you  dollars,  rating,  fame,  — 
Anywhere,  everywhere.  No  contract  too  small.  None 
too  large. — We  build  signs,  lease  spaces,  bring  results. 
Our  headquarters  are  in  Philadelphia  — our  business 
is  — everywhere. 


Document  Filing  Cabinets 


GLOBE  DOCUMENT  CABINETS  are  intended 
for  the  filing  of  folded  papers  and  documents.  The 
files  are  fitted  with  an  adjustable  clamping  device  or 
comp^ressor,  and  papers  are  held  firmly  in  upright 
position  irrespective  of  number  or  quantity.  A slight 
pressure  at  top  of  compressor  instantly  releases  it, 
allowing  contents  to  be  removed  or  examined.  Indexed 
alphabetically,  numerically  or  as  may  be  desired. 
Descriptive  catalogue  free.  The  Globe  Company, 
Cincinnati.  Corner  Fulton  and  Pearl  Sts.,  New 
York. 


Electrotypers 

GIES  & CO.,  Buffalo,  N.  Y.  The  finest  and  best 
equipped  electrotype  foundry  between  New  York  and 
Chicago.  We  keep  our  customers’  cuts  in  fireproof 
vault,  giving  them  indexed  book  of  impressions  from 
which  they  can  order  electrotype  by  index  number  and 
thus  avoid  all  possibility  of  misunderstanding  or  mis- 
takes. Let  us  serve  you  in  this  way.  We  can  also 
make  the  original  cuts  for  you,  wood-engravings,  half- 
tones, or  zinc-etchings. 


THE  LOVE  JOY  CO.  Electrotypers,  stereotypers, 
and  manufacturers  of  electrotype  machinery,  occupies 
about  20,000  square  feet  of  floor  space  in  the  building 
No.  444-6  Pearl  St.,  New  York,  and  has  unexcelled 
facilities  for  the  prompt  execution  of  orders  for  any- 
thing in  the  line  of  printing  plates,  either  flat,  or 
curved  for  rotary  presses,  dry  paper  matrices,  just  the 
thing  for  offices  where  there  is  a limited  amount  of 
stereotyping.  Will  keep  in  any  climate. 


H.  F.  McCAFFERTY,  42-44  Bond  St.,  New  York. 
Started  1886.  All  kinds  of  electrotyping  — fine  half- 
tone wofk  a specialty  — all  work  of  superior  quality  — 
satisfaction  guaranteed  — orders  executed  at  short 
notice.  Prices  right  for  the  quality  of  work  done. 


C.  J.  PETERS  & SON,  145  High  St.,  Boston, 
Mass.  Electrotyping  department  occupies  two  floors, 
and  contains  the  most  improved  machinery  and  facili- 
ties for  manufacturing  electrotype  plates.  There  is  no 
item  in  the  manufacture  of  a book  upon  which  so  much 
depends  as  upon  tlie  electrotype  plates,  and  only  the 
best  made  should  be  used.  We  are  constantly  adding 
improvements  to  every  department,  especially  to  this. 
Electrotyping  half-tone  plates  and  fine  cuts  is  our 
specialty. 


Engravers 

GIES  & CO.,  Buffalo,  N.  V.  On  stone,  wood-cuts, 
half-tones,  and  zinc-etchings.  The  large  staff  of  art- 
ists in  our  lithographic  department  enables  us  to  furnish 
better  designs  and  drawings  for  cuts  of  all  kinds  than 
houses  that  do  engraving  only,  as  they  cannot  afford  to 
retain  so  much  and  such  expensive  talent.  We  cannot 
only  design  and  engrave  your  cuts  and  illustrations, 
but  can  lithograph  or  print  them  properly  and  in  the 
highest  style  of  the  art. 


THE  GILL  ENGRAVING  CO.,  104  Chambers 
St.,  New  York.  The  highest  grade  of  artistic  half- 
tone engraving  for  magazine  and  book  illustrations  and 
for  advertising  purposes.  Quality  alone  is  considered 
in  making  our  plates.  Many  of  the  best  magazine 
wood-engravers  are  employed  to  finish  our  half-tones. 
Also  line  engraving,  designing,  etc.  Special  attention 
given  to  very  high-grade  catalogue  work. 


HEARD  RESPERS  ENGRAVING  CO.,  2 and  4 
.South  Broad  St.,  Atlanta,  Ga.  Engraving,  electro- 
typing,  stereotyping,  advertising  writers.  We  are  the 
largest  concern  in  our  line  in  the  South.  Have  a 
^^15,000  plant  (new),  employ  30  experienced  men  — 
business  owned  and  managed  by  three  brothers,  Heard, 
Richard,  and  Roland  Respers  (all  southern  born  and 
experienced  workmen)  — started  witliout  a dollar  — 
been  in  business  three  years  — made  ? 10,000  in  that 
time  — we  control  tlie  advertising  of  the  largest  adver- 
tiser of  the  South. 


C.  J.  PETERS  & SON,  145  High  St.,  Boston, 
Mass.  Every  description  of  printing  plates  by  every 
known  process  — half-tone,  photo,  and  wax  engraving 
plates  for  every  use  and  on  every  subject,  also  type- 
setters, electrotype  and  stereotype  makers.  Five 
thousand  patterns  of  trade  and  half-tone  stock  cuts  on 
hand  to  select  from.  Drawings  and  designs  of  any 
character  to  order  for  plates.  Improved  machinery, 
and  unsurpassed  facilities  for  manufacturing  plates, 
and  personal  care  and  attention  given  to  all  work. 


Envelopes 


J.  H.  McKlNNON,  Boston  Agent,  The  Springfield 
Envelope  Co.,  Springfield,  Mass.  Manufacturers  of 
all  styles  of  envelopes.  Boston  office,  144  High  Street. 
Bond,  commercial,  coin,  pay,  and  sample  envelopes. 
Printing  and  stationery. 


Facsimile  Letters 


E.  J.  HALL,  10,  Cedar  St-,  New  York.  General 
printer.  Specialty,  reproducing  facsimile  copies  of 
typewritten  and  pen-written  letters,  etc.  Process  pat- 
ented. Envelopes  addressed,  letters  and  circulars 
folded,  etc.,  complete  for  mailing.  Prompt  delivery 
and  first-class'work  guaranteed. 


Fire  Insurance 


THE  DELAWARE  INSURANCE  CO.,  corner 
3d  and  Walnut  Sts.,  Philadelphia,  Pa.  Insures  all 
classes  of  property  against  fire  and  tornado.  Was 
founded  in  1835.  Has  paid  over  $18,000,000  in  losses. 
Honorable  and  prompt  adjustments.  Agencies  in  all 
principal  towns  in  the  United  States.  The  names  of 
agents  can  be  had  by  application,  by  letter,  to  the  head 
office.  Assets,  $1,513,590.  This  company  does  not 
seek  business  at  rates  which  make  technical  adjust- 
ments necessary,  but  pays  one  hundred  cents  on  the 
dollar  for  honest  losses. 


General  Information 


ASSOCIATED  TRADE  & INDUSTRIAL 
PRESS,  Washington,  D.  C.  Dept,  of  Research 
& Inquiry.  Editors,  lawyers,  physicians,  dentists,  and 
others  furnished  with  information  ordinarily  inacces- 
sible. No  matter  what  it  is  you  are  in  a quandary 
about,  we  can  help  you.  At  least  $1.00  should  accom- 
pany each  inquiry.  “ Your  plan  possesses  a great  deal 
of  merit,”  said  Hon.  Chauncey  M.  Depew,  LL.  D. 
Established  1887.  Well  equipped  collection,  patent, 
translation,  and  clipping  departments.  Advance  news 
for  contractors  and  manufacturers.  Best  services. 
Lowest  cost. 


Globe  Routing  System 


AN  INVALUABLE  CABINET  SYSTEM  for 
keeping  a record  of  traveling  salesmen,  agencies,  ex- 
clusive territory,  etc.  Embraces  cabinet  drawers,  fitted 
with  mounted  maps  and  various-colored  silk-headed 
tacks  to  use  as  indicators.  Mercantile  Report  Cabi- 
nets. The  efficiency  of  a credit  department  is  doubled 
by  using  the  Globe  Mercantile  Report  Cabinet. 
No  delay  in  referring  to  papers  that  are  wanted 
for  instant  use.  Descriptive  catalogue  free.  The 
Globe  Company,  Cincinnati.  Corner  Fulton  and  Pearl 
Sts.,  New  York. 


Half-Tone  Engravers 


ELECTRIC  CITY  ENGRAVING  CO.,  507-513 
Washington  St.,  Buffalo,  N.  Y.  Makers  of  thehighest 
grade  copper  half-tones  and  every  description  of 
printing  plate,  by  all  known  processes.  Tne  finest 
half-tones  at  12  cents  per  square  inch,  is  a specialty  of 
this  firm;  they  guarantee  the  highest  class  work,  most 
artistic  plates,  quickest  delivery,  and  lowest  prices  in 
the  trade.  Publishers  and  printers  would  do  well  to 
apply  for  special  rates  on  large  orders. 


THE  GILL  ENGRAVING  CO.,  104  Chambers 
St.,  New  York.  The  highest  grade  of  artistic  half-tone 
engraving  for  magazine  and  book  illustrations  and  for 
advertising  purposes.  Quality  alone  is  considered  in 
making  our  plates.  Many  of  the  best  magazine  wood- 
engravers  are  employed  to  finish  our  half-tones.  Also 
line  engraving,  designing,  etc.  Special  attention  given 
to  very  high-grade  catalogue  work. 


C.  J.  PETERS  cK:  SON,  145  High  St.,  Boston. 
Mass.,  every  descrijnion  of  printing  plates  by  every 
known  process.  Illustrations  for  circulars,  cat.dogues, 
newspapers,  and  books,  of  any  grade,  both  in  half- 
tone and  line  i)rocess  work,  — for  every  use  and  on 
every  subject.  Besides  liaif-t(nie  plates,  we  make 
stereotypes,  photo-engraving  plates,  and  wax  engraving 


r'owLiCK’s  I’uiujci^rY 


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pl.\tcs  also  (!o  ty^K'scttiiiR.  I niproved  inai  liinory  and 
unsurpassed  laciliUes.  5,.vK)p.iUei  ns  ol  trade  and  halt - 
tone  stock  cuts  on  hand  to  seflH  t Ironi. 

Half-Tone  Printers 

I..  I'AU'I*  \ X'  CO.,  i.(t  ni>;h  'St.,  I’oston,  M.ias  , 
printers  of  lii^h  art  work  ol  every  description.  Special 
lacilities  for  the  execution  ot  half-tone  work  f<»r  cata- 
logues and  l)ooks.  'I'hc  best  presses,  the  newest  type, 
and  the  most  skillful  workmen.  Kstimates  cheerfully 
lurnished  on  every  class  of  printinj;. 


Hand  Written  Letters 


Ml'.SSRS.  iC’  MUKI\AY,  ,v  ftnd  lln^ad 

St.  and  54  Exchange  Place,  New  York.  Imitation 
lundwritten  letters,  postals,  etc.  Specially  etjuipped 
for  the  rapid  j)roduction  of  high-grade  work,  i^rices 
alw'ays  right.  Do  not  confound  tliis  work  with  ordi- 
nary printing  from  plates  made  in  imitation  of  writing. 
It  is  produced  in  writing  ink,  and  may  be  co])ied,  and 
cannot  be  easily  distinguished  from  actual  work  of  the 
pen.  Philadelphia  Agent,  John  T.  1‘almcr,  406 
Race  St. 

JOHN  T.  PALMER,  406  Race  St.,  Philadelphia, 
ly.  Imitation  handwritten  letters,  postals,  etc.  Spe- 
cially equipped  for  the  rajiid  production  of  high-grade 
work.  Prices  always  ri^ht.  Do  not  confound  tliis 
work  with  ordinary  printing  from  plates  made  in  imi- 
tation of  writing.  It  is  produced  in  writing  ink,  and 
may  be  copied,  and  cannot  be  easily  distinguished  from 
actual  work  of  the  pen.  New  York  Agents,  Gerry  & 
Murray,  31  and  33  Hroad  Si.  and  54  Exchange  Place. 


Illustrators 


THE  GILT.  ENGRAVING  CO.,  104  Chambers 
St.,  New  York.  The  highest  grade  of  artistic  half- 
tone engraving  for  magazine  .and  book  illustrations  and 
for  advertising  purposes.  Quality  alone  is  considered 
in  making  our  plates.  Many  of  the  best  magazine 
wood-engravers  are  employed  to  finish  our  half-tones. 
Also  line  engraving,  designing,  etc.  Special  attention 
given  to  very  high  grade  catalogue  work. 


Index  System 

THE  GLOr.E  COMPANY’S  CARD  INDEX 
FILES  are  fitted  with  automatic  locking  rods  that 
liold  the  cards  in  place  and  prevent  the  removal  of  any 
card  without  withdrawing  the  rod;  made  in  single  and 
double  drawers,  and  both  styles  built  in  cabinets,  the 
capacity  ranging  from  r,ooo  to  5,000  cards.  The 
material,  construction  and  finish  are  guaranteed  to  suit 
the  most  exacting.  Descriptive  catalogue  free.  The 
Globe  Company,  Cincinnati.  Corner  Fulton  and 
I’earl  Sts.,  New  York. 


Inks  for  Half-Tones 


The  most  successful  printers,  the  principal  Art 
Publications,  the  most  popular  magazines,  the  leading 
trade  journals  issued  are  printed  with  Inks  manufac- 
tured by  Geo.  H.  Morrill  & Co.  I^oston,  New  York, 
Chicago.  Specimen  books  on  application. 


Inks  for  Newspapers 

There  is  no  doubt — That  the  Newspaper  Ink  used 
in  printing  over  5,000,000  Daily  Circulation  in  the 
United  States  must  be  the  best  and  most  economical. 
The  representative  papers  employ  our  inks  exclusively. 
Colored  inks  for  I’erfecting  Presses  a specialty.  The 
New  York  World,  Herald,  and  Journal,  Boston 
Herald,  Globe,  and  others  use  them.  Geo.  H.  Morrill 
iS:  Co.,  Boston,  New  York,  Chicago,  the  leading 
Printing  Ink  makers. 


Insurance 


JOHN  C.  PAIGE,  20  Kilby  St.,  Boston,  Mass. 
The  entire  six  floors  of  a large  building,  devoted  ex- 
clusively to  the  insurance  business  by  this  concern. 
Specialty,  the  care  of  the  entire  insurance  business  of 
property  owners.  No  account  too  small,  none  too 
large,  to  receive  tliorougli  attention. 


Leather  Advertising  Novelties 

MILLS,  KNIGHT  & CO.,  60  Pearl  St.,  Boston, 
Mass.,  1402  Monadnock  Kldg.,  Chicago,  III.,  1013 
American  Tract  Society  Bldg.,  New  York.  With 
several  years’  experience  in  supplying  those  seeking  as 
advertising  mediums,  such  articles  as  are  retained  in 
constant  use,  we  respectfully  call  attention  to  our  line, 
including  an  extensive  assortment  of  memorandum 


bonks,  (.ml  c.iscs,  fr.imc  cIchU  calendarH,  rig.ir  aiul 
111. Itch  c.iscs,  and  coin  purses.  We  arc  also  proprict<»rs 
and  publishers  ol  the  reiiowneil  “Congress”  Ready 
Reminder, and  “ Bay  Stale”  Diary  and  Mcnitiranduin, 
in  a variely  ot  bindings,  al  price.s  wliicb  suggest  to  ibc 
advertisers  a medium  through  wliidi  they  may  reath 
|iermanenl  and  prospective  customers.  We  solicit 
corresjiondencc. 

Labor  Saving  Loose  Sheet 
System 

BAR  ER-VAWTER  (’().,  1102  Marianna  St.,  Chi- 
cago, 111.,  originators  and  jiroducers  of  labor-saving 
loose  sheet  systems  ; New  York  office,  54  Franklin  St. 
Perpetual  ledgers,  order  blanks,  holders,  binders, 
s.afety  manitold  shipping  receipts,  merchandise  envel- 
opes, impression  books.  Have  expert  salesmen  cover- 
ing entire  country,  competent  to  reorganize  large  office 
forces,  and  devise  loose  leaf  systems  by  the  use  of 
which  the  methods  of  handling  a large  volume  of  office 
work  may  be  greatly  simplified  and  detail  perfected. 


Letter  Filing  Cabinets 


THE.  GLOBE  LETTER  EII.ING  CABINET  is 
adapted  to  the  necessities  of  every  business  where 
system  and  saving  of  time  in  filing  and  referring  to 
papers  is  an  object.  It  is  an  indispensable  convenience 
in  a systematically  organized  office:  perfect  in  con- 
struction, superb  in  finish,  simple  in  mechanism,  and 
strong  and  serviceable  in  wearing  qualities.  Built  with 
and  without  curtain  front.  Descriptive  catalogue  free. 
'Pile  Globe  Company,  Cincinnati.  Corner  Fulton  and 
Pearl  Sts.,  New  York. 

Letter  Filing  Combination 
Cabinets 

THE  GLOBE-WERNICKE  FILING  SYSTEM 
embraces  all  styles  of  Globe  files,  built  in  inter- 
changeable units  or  sections  of  uniform  size.  Com- 
binations can  be  made  embracing  letter  files,  card 
index  files,  catalogue  files,  and  pigeon-hole  cases,  all 
in  one  cabinet,  to  which  can  be  attached  additional 
sections  without  disturbing  tlie  original  arrangement. 
The  only  cabinet  system  that  admits  of  expansion  or 
contraction.  Descriptive  catalogue  free.  The  Globe 
Company,  Cincinnati.  Corner  Fulton  and  Pearl  Sts., 
New  York. 


Lists  of  Addresses 


ASSOCIATED  TRADE  & INDUSTRIAL 
PRESS,  Washington,  D.  C.  Trade  Lists  Dept. 
Lists  in  any  trade  or  profession,  in  any  State  or  coun- 
try, from  00  up.  The  minimum  fee  to  accompany 
each  order.  With  dependable  agents  everywhere,  we 
can  give  the  best  service.  Circulars  and  letters  trans- 
lated in  all  languages.  Reliability  and  standing  of  every 
name  on  any 'list  reported  upon.  Dozens  of  other  busi- 
ness-producing methods  for  up-to-date  firms.  Valu- 
able advice  furnished  in  preparing  foreign  circulars. 
Established  1887. 


Litbograpbers 


GIES  & CO.,  Buffalo,  N.  Y.  Established  forty 
years.  Selected  corps  of  artists  and  designers.  Ex- 
perienced workmen  and  modern  facilities  in  all  de- 
partments. A specialty  of  facsimile  reproductions  of 
sketches  in  oils  or  water  colors.  Have  also  a large  and 
finely  equipped  typographical  establishment,  electro- 
type foundry  and  bindery,  which  give  us  great  advan- 
tages over  other  lithographers  who  are  obliged  to  intrust 
such  work  to  outsiders.  We  can  do  your  workcomplete 
and  to  our  mutual  advantage  and  profit. 


G.  li.  BUEK  & CO.,  igth  St.  and  Fourth  Ave.,  New 
York.  Make  a specialty  of  fine  color  work,  and  always 
have  a large  assortment  of  designs  and  novel  ideas  at 
their  office,  or  will  submit  them  on  request,  with  esti- 
mates if  desired. 


DONALDSON  BROTHERS,  Fourth  Ave.  and 
igth  St.,  New  York.  Our  experience  of  over  twenty- 
five  years  in  litliographic  advertising,  during  which  lime 
we  have  issued  more  novelties  than  all  other  litho- 
graphers combined,  is  at  the  service  of  all  inquirers. 
Strictly  first  quality  of  work,  price  afterwards. 


GEO.  S.  HARRT.S  & SONS,  Litho  Building,  corner 
19th  .St.  and  Fourth  Ave.,  New  York.  Illuminated 
catalogue  covers,  calendars,  and  show  cards,  plain  or 
embossed.  Cigar  labels.  Advertising  novelties  of 
every  description.  In  stock  or  made  to  order. 


LINDNER.  EDDY  K CLAHSS,  igih  St.  and 
Iwmrtii  Ave.,  New  A<lvcrHHing  and  art  produo 

tioiiH.  S|)ccia)ty,  luriiisliiiig  ideas  for  goori  advertising. 

Litbograpbic  Paper 

I’ETER  ADAMS  I’AI'ER  CO  , 150  Nassau  St  , 
New  York,  li.ive  for  many  years  nianufacl(irc<]  litho- 
graphic papers,  which  are  re(«)gni/cd  as  standard  of 
(lu.ilily  in  their  various  grades. 

Mailing  Type 

Burchasc  from  the  concerns  listed  under  “ I'ype  ” in 
this  section. 

Manifold  Books 


THE  CHAS.  S.  BINNER  CO.,  138  I’earl  St., 
Boston,  Mass.  Manifold  and  account  books,  carbon 
and  ink  pajicrs,  general  nimmercial  printers.  Mani- 
fold book  saves  lime,  disputes,  trouble,  and  insures 
correctness.  We  make  books  for  duplicating  letters, 
bills,  orders,  railroad  receipts,  postal  cards,  telegrams, 
and  blanks  of  all  descriptions.  We  also  make  a full 
line  of  letter-press  copying  books.  Correspondence 
solicited.  Samples  and  prices  sent  on  request. 


rianufacturing  Stationers 


CIvARKE  & COURTS,  “The  Texas  House,”  Gal- 
veston, 'I'exas.  We  sell  direct  to  the  consumer  only, 
and  supply  everything  in  the  line  of  printing,  litho- 
graphing, blank  books,  embossing,  die  stamping,  cop- 
per plate  engraving,  general  stationery,  and  office 
hirniture.  We  cover  Texas,  Louisiana,  Mississippi, 
Arkansas,  New  Mexico,  Indian  Territory,  Oklahoma, 
Colorado,  California,  and  Mexico,  with  15  traveling 
salesmen,  and  make  a specialty  of  fine  bank,  county, 
railroad,  and  mercantile  stationery.  “ We  make  the 
best  blank  books  on  earth.” 


riultigrapb  Letters 


AI.,BERT  B.  KING  & CO.,  105  William  Street, 
New  York.  Multigraph  letters  look  like  typewritten 
or  pen-written  letters,  and  are  read  with  the  same  inter- 
ested attention.  Individual  addresses  may  be  inserted 
to  match.  These  letters  are  used  largely  by  those  who 
know  most  about  advertising,  including  newspapers, 
magazines,  and  advertising  agents.  Send  for  samples 
and  prices. 


Office  and  Business  Desks 


THE  GLOBE  COMPANY  manufactures  a line  of 
desks  for  business  purposes  in  all  the  standard  styles 
and  sizes,  substantially  built,  handsomely  finished,  and 
graceful  in  proportions.  In  the  construction  of  Globe 
desks  only  the  best  materials  are  used  and  skilled  labor 
employed.  Each  style  has  some  distinctive  features, 
and  ail  are  fitted  with  the  most  modem  desk  con- 
veniences. Catalogue  free.  Contains  illustrations  and 
full  description  including  dimensions.  The  Globe 
Company,  Cincinnati,  O.  Corner  Fulton  and  Pearl 
Sts.,  New  York. 


Office  Filing  Cabinets 


THE  GLOBE  CABINET  FILING  SYSTEM  is 
distinguished  among  all  others  as  the  best  system  yet 
devised  for  the  filing  and  preservation  of  letters,  docu- 
ments, and  business  papers.  The  subdivisions  are  so 
accurately  proportioned  that  the  files  fill  evenly,  and  a 
paper  filed  with  thousands  of  others  can  be  found  as 
quickly  as  a name  can  be  found  in  a city  directory. 
Illustrated  and  descriptive  catalogue  free.  The  Globe 
Company,  Cincinnati,  O.  Corner  Fulton  and  Pearl 
Sts.,  New  York. 


Office  Necessities 


THE  REMINGTON  STANDARD  TYPE- 
WRITER  should  be  in  every  office.  New  Model 
No.  6 has  perfect  alignment,  absolute  control  of  paper ; 
paper  carriage  wide,  light,  strong,  steady;  self-adjust- 
able paper  guides,  no  rubber  bands ; any  desired 
margin  on  both  edges  of  paper;  automatic  ribbon 
reverse  ; block  signal  warns  operator  when  end  of  line 
is  reached  ; rapid  spacing  mechanism  ; new  and  per- 
fect shifting  mechanism  ; touch  easy.  Price,  including 
cover,  ^100.  Wyckoff,  Seamans  & Benedict,  327 
Broadway,’  New  York. 


Outdoor  Advertising 


W.  R.  BURNITT,  Ardmore,  Ind.  Ter.  Designer 
of  high-grade  descriptive  posters,  commercial  and  theat- 
rical posters,  and  special  cuts  in  black  and  white  only. 


lOIO 


FOWLER’S  PUBLICITY 


New,  well-built,  prominently  displayed  billboard  plant. 
Hill-posting,  4 cents  per  sheet,  30  days  display.  Dis- 
tributing, $1.25  to  #4  per  1,000.  Careful  work,  honest 
service.  Prices  on  application  for  poster  designing 
and  sign  i)ainting.  We  can  introduce  you  to  the 
world.  That  is  our  part  of  it. 


'I'HE  O.  J.  (lUDE  CO.,  113  West  Broadway,  New 
York,  paint  signs,  post  bills,  place  car  advertising, 
bulletin  boards  on  grocery  and  drug  stores  (of  which 
they  liave  over  12,000  leasehold  privileges)  for  “ Pear- 
line,” ‘‘  Enameline,”  “ Franco-American  Soups,” 
“Virgin  Leaf  Tobacco,”  “Oarfield  Tea,”  “Aunt 
Jemima's  Pancake  Flour,”  “ Quaker  Oats,”  “ Germea,” 
“ Syrup  of  Figs,”  and  many  other  firms.  In  some 
cases  they  handle  the  entire  appropriation  for  outdoor 
advertising  on  the  principle  of  newspaper  advertising 
agents.  They  refer  to  everybody  with  whom  they 
ever  did  business. 


DONAT  J.  LkFEBVRE  ADVERTISING  CO., 
Manchester,  N.  H.  In  the  New  England  States  we 
will  distribute  your  circulars,  folders,  books,  booklets, 
newspapers,  calendars,  catalogues,  free  samples, 
properly  putting  them  out  in  the  most  thoroughly 
honest  w-ay  possible.  We  are  trained  to  the  w'ork. 
We  employ  only  reliable  men.  We  are  in  a position 
to  offer  guaranteed  service.  References  of  well-know'n 
firms  furnished.  A trial  will  convince  you. 


CHAS.  M.  SMITH  & CO.,  Brantford,  Ontario, 
Canada,  contractors  for  artistic  advertising  covering 
Canada,  pictorally  painted  on  dead  walls,  fences, 
rocks,  and  barns.  Bill  and  bulletin  boards  cover  city 
— no  better  posting,  distributing,  and  tacking  service 
covers  country  — listed,  protected,  renewed;  thirty 
days,  5 cents  per  sheet.  Possess  valuable  space,  — 
honest,  energetic,  experienced  — diplomas  and  highest 
references.  JNIembers  “ International, "and  use  Donald- 
son Cipher.  Write  us.  Your  interests  are  ours.  Try 
us  once. 


SPAULDING  & GORDON,  Boise  City,  Ada 
County,  Idaho.  Foremost  bill-posting  and  distribut- 
ing firm  west  of  the  Rocky  Mountains.  Members  of 
leading  bill-posting  associations  ‘of  United  States. 
Boise  js  center  of  vast  gold  mining,  agricultural  belt. 
Thousands  of  transient  and  resident  consumers  buy 
your  goods  if  properly  advertised.  Our  boards  are 
w'ell  made  and  kept  in  shape.  We  are  constantly 
placing  orders  for  latest  in  commercial  posters,  and 
post  nearly  500  sheets  monthly  for  local  patrons. 


T.  M.  YOUNG,  proprietor  Young's  Outdoor  Ad- 
vertising Co.,  Manning,  S.  C.  Bill  posters,  dis- 
tributers, sign  painters,  and  general  outdoor  adver- 
tisers. 


Paper  Box  Manufacturers 


THE  BATES  PAPER  BOX  CO.,  41 1 Marshall 
St.,  Philadelphia,  Pa.,  make  paper  boxes  of  ever^  de- 
scription, except  pill  boxes  and  folding  boxes.  I'liey 
carry  a full  line  of  newsboards,  w’oodboards,  straw- 
boards,  and  juteboards,  plain,  lined,  grained,  fancy. 
Their  plant  is  large,  fully  equipped  witli  the  most 
modern  machinery,  and  run  upon  the  most  approved 
methods  of  factory  management.  They  liave  extraor- 
dinary facilities  for  handling  large  orders,  and  their 
prices  are  always  right. 


WILLIAM  KOEHL,  Jamestown,  N.  Y.  The 
above  well-known  house  need  liardly  be  mentioned  as 
everyone  within  a radius  of  loo  miles  of  Jamestow'n, 
N.  Y.,  know's  well  that  tliis  is  tlie  most  modern  and 
complete  paper  box  factory  in  tliis  section  of  the  coun- 
try. Any  kind  of  a paper  box  from  a pill  box  to  a suit 
box  is  made  here.  In  the  printing  department,  drug 
label  and  stationery  printing  is  made  a specialty.  It 
will  pay  any  one  in  need  of  anything  in  this  line  to  send 
to  this  house  for  estimates. 


Paper  Manufacturers 


PETER  ADAMS  PAPER  CO.,  150  N.issau  .St., 
New  York,  makers  of  high-grade  papers  for  Bo(iks, 
Catalogues,  Lithography,  Maps;  also  Half-tone  Plate, 
Steel  Plate,  Gelatine  Plate  and  other  Specialties. 
Fowler's  Publicity  is  printed  on  paper  made  at  our 
Waverly  Mills. 


A.  G.  ELLIOTT  & CO.,  30  and  34  South  St., 
Philadeljdiia,  Pa.  Pajier  of  every  dcscrijition  in 
rolls  or  sheets,  suitable  for  the  printer,  publisher, 
lithographer,  rnamifatturer,  packer,  etc.  Agents  lor 
the  leading  mills  in  all  lines  of  si>eciallies.  Vegetable 
parchment  paper,  pure  tin  foil,  mailing  tubes,  roll 
newspaper,  best  quality,  etc.  .Sami)lcs  furnished. 
Correspondence  solicited,  either  by  the  consumer  or 
manufacturers  desiring  a Philadelpliia  outlet. 


HURLBUT  PAPER  MEG.  CO.,  South  Lee,  Mass. 
We  are  makers  of  liigh-grade  writing  papers,  sudi  as 
linens,  bonds,  ledgers,  wedding,  and  superfine.  Have 
one  of  the  best  modern  mills  located  in  Berkshire 
Hills,  plenty  of  pure  water,  etc.,  so  essential  in  making 
this  class  of  paper.  Furthermore,  at  our  factory  in 
Pittsfield,  employing  some  250  hands,  w’e  put  up  fine 
stationery,  made  from  our  paper  manufactured  at 
South  Lee,  in  all  the  latest  styles  and  newest  designs, 
for  ladies’  correspondence.  Stationers  liave  advantage 
in  dealing  with  us  in  that  they  get  everything  at  first 
hands.  We  make  tlic  paper  and  box  it  ready  for 
consumer. 


VERNON  BROTHERS  & CO.,  22,  24  and  26 
Reade  Street,  New  York.  Oldest  paper  warehouse  in 
the  United  States.  Makers  of  first  qualities  enameled 
book,  extra  super,  and  machine  finish  writing  paper. 
Sixteen  qualities.  Cover,  blotting,  tissue,  poster. 
Six  grades  of  best  manilla.  Newspaper  in  rolls  or 
sheets  a specialty.  Toilet  paper  in  rolls  or  sheets. 
The  only  makers  in  New  York  City.  German  and 
American  white  buff  parchment  and  orange  copying 
papers.  Great  care  given  to  export  orders  and  spe- 
cialties. 35,000  square  feet  of  floor  covered  with 
paper. 


Pencil  Sharpeners 


TOWER’S  DUPLEX  SELK-SHARPENlN(i 
PENCIL  SHARPEN  ER  is  the  only  pencil  sharpener 
now  on  the  market  constructed  on  scientific  principles. 
It  W'ill  outwear  20  dozen  lead  pencils.  Will  make  any 
point  desired  from  a cliisel  shape  to  a point  that  will 
make  a hair  line.  Tlie  civil  engineer,  draughtsman, 
artist,  professional  man,  business  man,  student,  clerk, 
bookkeeper,  stenographer,  and  school  children,  all 
will  find  pleasure  and  great  satisfaction  in  using  this 
sharpener.  It  is  the  only  sharpener  that  can  be  used 
in  sharpening  the  lead  on  the  popular  paper  pencils. 
Send  for  descriptive  circular  to  Cutter-Tower  Co. 
(established  1845),  12A  Milk  Street,  Boston,  Mass. 


Pen  Holders 


TOWER'S  VENTILATING  AND  WHALE 
BACK  PEN  HOLDERS  are  two  of  the  leading  pen 
holders  on  the  market  to-day.  The  Ventilating  Pen 
Holder  is  made  from  the  best  hard  rubber.  The  Whale 
Back  Pen  Holder  is  made  from  cork  with  a section  of 
wood  running  from  tip  to  tip  to  strengthen  same. 
These  pen  holders  prevent  perspiration,  thus  making 
writing  a pleasure  and  preventing  people  from  being 
troubled  with  writers’  cramp.  People  who  have  been 
troubled  witli  writers’  cramp  find  these  pen  holders 
give  immediate  relief.  Send  for  descriptive  circular 
to  Cutter-Tower  Co.  (established  1845),  12A  Milk  St., 
Boston,  Mass. 


Photo=Electrotypers 


THE  GILL  ENGRAVING  CO.,  104  Chambers 
St.,  New  York.  The  highest  grade  of  artistic  half- 
tone engraving  for  magazine  and  book  illustrations, 
and  for  advertising  purposes.  Quality  alone  is  con- 
sidered in  making  our  plates.  Many  of  the  best  maga- 
zine wood-engravers  are  employed  to  finish  our 
half-tones.  Also  line  engraving,  designing,  etc. 
Special  attention  given  to  very  liigh-grade  catalogue 
work. 


Photo  Engravers 


ELECTRO-LIGHT  ENGRAVING  CO.,  Scutl  X 
Bowne  Building,  New  York.  Pioneer  engraving  com- 
pany by  the  zinc  etching  method  in  this  country. 
Established  15  years.  Its  reputation  for  tlie  very  best 
production  in  half-tone  and  line  engraving  as  well  as 
color  work  is  acknowledged  throughout  the  United 
States.  Finest  facilities  for  execution  of  all  orders. 
Employs  about  ninety  people  in  various  departments, 
and  i)roduction  of  work  is  probably  double  that  of  any 
other  company  in  this  country.  Always  glad  to  receive 
visitors  and  willing  to  show  the  establishment. 


GILL  ENGRAVING  CO.,  104  Chambers  St.,  New 
York.  The  highe.st  grade  of  artistic  half-tone  engrav- 
ing for  magazine  and  V .)ok  illustrations  and  for  adver- 
tising purposes.  Quality  alone  is  considered  in  making 
our  plates.  Many  of  the  liest  magazine  wood- 
engravers  are  employed  to  finisli  our  half-tones.  Also 
line  engraving,  designing,  etc.  Special  attention 
given  to  very  high-grade  catalogue  work. 


C.  J.  PKTKR.S  Si  SON,  145  High  .St.,  Boston, 
Mass.,  every  description  of  printing  iilatcs  by  every 
known  process  — photo,  half-tone,  and  wax  engraving 
plates  for  every  use  and  on  every  subject.  I’lioto- 
engnavings  for  books,  catalogues,  booklets,  and  news- 
papers. Improved  machinery  and  unsurpassed  facilities 
for  manufacturing  these  plates,  and  personal  care  and 


attention  given  to  all  work.  5,000  patterns  of  trade 
and  lialf-tone  stock  cuts  on  liand  to  select  from. 


Plate  Paper 


PETER  ADAMS  PAPER  CO.,  150  Nassau  St., 
New  York,  manufacture  all  kinds  of  Plate  Papers  for 
Lithographic,  Gelatine  and  Steel  Plate  Printing. 


Printers 


The  following  houses  are  considered  reliable,  and  to 
be  fitted  to  execute  their  work  promptly  and  at  con- 
sistent prices.  They  will  furnish  estimates  and  dum- 
mies, and  send  samples  of  work,  free  upon  application. 


California 


San  Francisco 


H.  S.  CROCKER  CO.,  printing,  lithographing, 
book-binding,  copper-plate  engraving.  W'e  have  the 
l.trgest  printing  establishment  west  of  the  Missouri 
River.  Latest  and  best  machinery,  skilled  workmen, 
and  the  reputation  of  turning  as  fine  work  as  can  be 
done  in  the  United  States.  We  are  not  ‘‘cheap 
printers,”  but  claim  to  be  the  “ best,”  and  to  give  one 
hundred  cents  worth  for  every  dollar  charged.  We 
also  have  the  largest  stationery  store,  the  best  equipped 
bindery,  a lithograph  plant  capable  of  turning  out  the 
best  quality  of  commercial  or  color  work,  and  a com- 
plete copper-plate  engraving  establishment.  Each 
department  under  the  supervision  of  competent  man- 
agers. We  are  prepared  to  furnish  anything  from  a 
calling  card  to  a carload  of  paper  at  the  shortest  notice. 
All  work  executed  in  first-class  style.  Our  specialty  is 
printing  or  lithographing  advertising  matter  of  all 
kinds. 


Connecticut 

Hartford 

CASE,  LOCKWOOD  BRAINARD  CO.,  Hart- 
ford, Conn.,  is  the  outgrowth  of  a firm  who  began  the 
business  of  printing  in  1836.  Later  they  added  that  of 
book-binding,  and  the  present  company  now  carries 
on  all  departments  of  printing,  binding,  and  blank- 
book  manufacturing.  Ihey  were  among  the  earliest 
printers  of  illustrated  and  descriptive  catalogues  for 
manufacturers,  and  that  class  of  work  has  continued  a 
very  important  part  of  tlie  business.  They  also  give 
special  attention  to  the  manufacture  of  first-class  blank- 
books  to  order,  applying  the  flat-opening  attachment, 
patented  by  Mr.  Brainard  of  the  company,  which  is 
acknowledged  to  be  equal,  if  not  superior,  to  any  other 
invention  for  that  purpose.  It  is  a large  establishment, 
fitted  up  for  all  classes  of  work.  Their  paramount 
purpose  has  long  been  to  do  good  work  at  fair  prices. 


District  of  Columbia 

Washington 

BRVON  S.  ADAMS,  511  nth  St.,  N.  W.,  Wash- 
ington, D.  C.  The  motto  “I  never  disa[)point  ” is 
nailed  to  the  masthead  of  this  concern  and  is  lived  up 
to.  They  print  anything  pi  intahle,  and  much  of  their 
work  is  of  tlie  high-art  character.  I’atent  medicine 
and  “ specialty  ” printing  a feature.  Has  one  of  the 
largest  plants  and  most  completely  equipned  printing 
concerns  in  the  Soutli.  Wlien  Adams  tells  you  you'll 
get  the  work,  you'll  get  it.  big  business  permits  ol 
the  lowest  prices. 


Illinois 

Rockford 

CRANDALL  TRESS,  Rockford,  111.  Triiiters  ot 
high-class  catalogues  and  advertising  m.itter  tor  manu- 
facturers, insurance  companies,  banks,  etc.  Color 
work  a feature.  We  take  especial  care  in  proof  read- 
ing, and  solicit  meclianical  and  other  catalogues  requir- 
ing ])erfect  tahnlations.  Our  prices  are  higher  tli.in 
m.iny,  hut  our  work  is  sniierior. 


Louisiana 


New  Orleans 

M AintERKI'.  T'S  TRINTING  IIDflSI'',,  Limited, 
V.  Manherret,  Tresident ; D.  Gavites,  'I'reas,  and 
C.cn,  Mam,  52P,  SSoDtixl  5,f2  Toydras  St.,  New 
( Irleans,  l.a.  ( ielieral  printens,  engravcis,  and  litliog- 
r.iphcrs.  The  largest  and  liest  eqnipiied  show  print- 
ing house  South.  Theatrical,  commercial,  and  railroad 
printing.  Trinting  in  all  its  branclics.  Rosters,  ail 
sizes,  all  styles,  our  specially.  Eacilitics  and  capacity 
unexcelled.  Always  leason.tblc,  reliable,  and  prompt. 


FOWLKR’S  rUULICITY 


;oi  I 


Hassachusetts 


Hoston 

I,.  ISAK  I'A  X:  ('(>.,  i.|.|  St.,  llostoii,  Mass. 

Printers  (»(  cveryllunj!;,  irom  a iu)stal  raid  t<»  a (lircctt»ry. 
Wc  make  a specially  ot  hij^li-jjracle  catalogue  and  l)4)ok 
work.  I'A  erytliing  up  to  dale.  Quality  and  prompt- 
ness guaranteed. 

j.  A.  CUMMINtiS  PKIN'l'INt;  t o..  252  Wash- 
ingltm  St..  Poston,  Mass.  Print  evcrytlung  from  an 
address  card  to  a full  sheet  poster,  t'ommercial  work 
a specialty.  Kxcel  in  all  kinds  of  first  class  work. 
I'.slablislied  1S67.  Do  not  claim  to  do  better  work  at 
cheaper  prices  than  «)ther  printers,  but  guarantee 
promiitness  and  satisfaction  and  will  charge  only  a 
tair,  reasonable  jirice.  Headquarters  in  New  Mngland 
for  fraternal  society  work. 


MILLS,  KNltlirr  X CO.,  U)  Pearl  St.,  P>oston, 
Mass.  Printing,  binding,  and  bookmaking  in  all  their 
branches.  Realizing  that  nothing  contributes  more  to 
the  beauty  and  attractiveness  of  a book,  catalogue,  or 
any  work  of  art  than  to  liave  it  artistically  printed  on 
choice  jiaper,  and  knowing  how  difticult  it  is  to  obtain 
this  quality,  we  place  ourselves  on  record  as  having  an 
enviable  reputation  for  superior  work  in  all  its 
branches,  and  invite  correspondence. 


FRANK  wool),  352  Washington  St.,  Poston, 
Mass.  Prints  everything  — book,  job,  railroad,  com- 
mercial, insurance,  bank,  and  college  printing.  Cata- 
logue and  cut  work.  Finest  work,  reasonable  prices, 
full  count,  prompt  delivery.  Once  a customer,  always 
a customer.  Kmploy  no  drummers,  yet  have  not  had 
a dull  week  in  twenty  years. 


Worcester 


OILPKRTO.  D.W  IS,  38  and  44  Front  St.,  Worces- 
ter, Mass. , producers  of  high-class  printing,  fine  illus- 
trated catalogues  a specialty.  (lood  brains  combined 
with  good  paper  and  good  ink  make  a trade-winning 
catalogue.  We  work  the  combination.  Commercial 
work  executed  with  promptness  and  care.  We  will 
give  you  what  you  want,  when  you  want  it,  and  at  a 
low'  price.  Your  communications  will  receive  prompt 
acknowledgment. 


New  York 


Buffalo 


CUES  & CO.,  P>uffalo,  N.  V.  Modem  presses, 
labor-saving  devices,  latest  style  types.  Having  a 
large  force  of  artists  in  our  lithographic  department, 
we  possess  facilities  for  designing  and  illustrating 
books  and  catalogues  that  are  enjoyed  by  few  other 
houses.  Having  our  own  wood-engravers,  etchers, 
and  half-toners,  with  our  own  electrotype  foundry  and 
bindery,  enables  us  to  do  the  work  complete  and  give 
it  personal  supervision  in  all  stages.  A specialty  of 
embossed  w'ork  of  all  kinds. 


New  York  City 


ISAAC  H.  HLANCHARD  & CO.,  241  and  243 
West  Broadway,  New  York.  Art  printers  and  adver- 
tising promoters.  The  leading  steam  press  printers 
for  three  color  plates  in  the  United  States.  Magazine 
and  fine  cut  work  a specialty.  We  are  now  serving  as 
counselors-at-advertising  to  many  of  the  most  success- 
ful business  firms  in  the  country.  Consultation  free. 


BROWN  & WILSON,  28  Beekman  St.,  New’ York. 
No  specialties.  Print  about  everything  except  large 
books.  Commercial  w’ork  executed  with  care  and 
promptness.  Our  work  is  never  poor.  You  know 
what  you  will  get,  and  that  you  will  pay  only  a fair, 
reasonable,  living  price.  What  you  want  when  you 
want  it.  No  delays.  No  disappointments. 


CHASMAR-WINCHELL  PRESS,  141-155  East 
25th  St.,  New  York.  Designers  and  printers  of  high- 
grade  books,  catalogues,  brochures,  folders,  and  an- 
nouncements. Personal  attention  given  to  every 
detail,  looking  to  prompt  execution  of  the  most  exact- 
ing requirements.  Original,  unique,  striking,  and  at 
the  same  time,  modest  and  effective  productions. 
Something  for  the  scrap  book,  rather  than  the  scrap 
basket.  When  you  want  the  best,  something  out  of 
the  ordinary,  we  can  give  it  to  you. 


ISAAC  GOLDMAN,  corner  New  Chambers  and 
William  Sts.,  New  York.  Established  1876.  General 
steam  printer.  Linotype  machines  in  use  for  com- 
position in  all  modern  languages.  Printing  of  every 
description.  Facilities  for  handling  jobs  of  any  kind. 
Newspapers  printed  directly  from  type  on  our 
“ Duplex  ” flat-bed  perfecting  press  at  a high  rate  of 


speed.  High  < lass  work  at  moderate  jiriccs.  'I’clc- 
plione  connection. 


ALI'.I'.RT  1!.  K 1 N( ; X' t'( ).,  Six  floors  <»t  building, 
105  William  .Si.,  New  York.  ( Icncral  jn'inlcrs.  .SjH*i  i.il- 
lii-H  liurric<l  and  diflicuit  |)rinting  and  work  rc(|Uiring  a 
large  Mii)[)ly  ol  type  lhal  must  be  kept  standing  ; large 
orders  and  long  runs;  effectively  comj)ose(l  advertise- 
ments; elegant  advertising  booklets;  dlustralcd  calen- 
dars; dippings  tliat  look  as  if  they  had  been  cut  lr<»in 
newspapers  or  magazines;  j)rinting  on  ready-litho- 
i’raphed  blanks  (resembling  all-litlu)graphed  work), 
an  ining  tasldul  and  showy  letter  heads,  checks,  slock 
certilicates,  diplomas,  bonds  with  coupons,  certificates 
of  deposit,  etc.  Send  for  samples  and  prices. 

THE  LOTUS  PRESS,  140  West  23r(l  St.,  New 
York.  Our  specially  is  printing  that  requires  good 
taste.  Wc  relieve  our  customers  of  the  annoyance 
and  uncertainty  of  “laying-out”  and  designing  their 
own  printing,  and  we  attain  results  that  arc  at  once 
pleasing  and  effective.  We  treat  our  work  from  an 
advertiser’s  standpoint.  We  do  not  overlook  the 
commercial  needs,  nor  do  we  lose  sight  of  the  artistic 
possibilities.  We  are  not  mere  mechanics.  We 
operate  the  C'ampbell  Century  Presses,  “ the  most 
perfect  cylinder  presses  in  the  world.” 

P.  F.  McBREEN,  “Always  Ready  l*rinter,”  216 
and  218  William  St.,  New  York.  24  years  ago  P.  F. 
McHreen  advertised  thus:  “Always  ready  to  realize 
ideals  in  type,”  and  became  known  as  the  .Always  Ready 
Printer,  l^ractically  working  out  his  motto  and  making 
a specialty  of  fine  printing,  he  secured  a desirable  pat- 
ronage troni  the  critical  public,  which  lie  still  maintains 
and  endeavors  to  merit.  He  now  has  the  best  system 
and  plant  in  the  city  for  producing  first-class  pnnting 
at  low  prices.  Estimates  furnished. 

WILLIAM  J.  SCHAUFELE,  102  and  104  Fulton 
St.,  New  York.  Telephone  1431  Cortlandt.  Been 
established  27  years.  Financially  connected  with  one 
of  the  largest  printing  establishments  in  Greater  New 
York ; has  in  operation  22  steam  presses,  10  typesetting 
macliines,  and  employs  steadily  from  80  to  100  hands. 
Catalogue  and  art  work  given  special  attention.  A 
number  of  the  leading  magazines  and  trade  papers  are 
printed  under  his  direction.  Estimates  cheerfully  fur- 
nished. High-grade  work  only. 

THE  WILLIAMS  PRINTING  COMPANY,  238 
William  St.,  New  York.  General  printers  — news- 
paper and  catalogue  work  a specialty ; extensive  fold- 
ing, binding,  and  mailing  department.  All  the  work 
of  getting  out  a newspaper  under  one  roof.  Work 
delivered  when  promised  and  full  count  guaranteed. 

THE  WINTHROP  PRESS,  32-34  Lafayette 
Place,  near  4th  St.,  New  York.  Established  1883. 
Catalogue,  periodical,  fine  cut,  and  color  printing ; 
binding,  engraving,  electrotyping,  coin  cards,  and  other 
special  work  ; all  done  on  the  premises.  We  claim  to 
do  good  work,  on  time,  and  at  fair  prices. 

Texas 

Houston 

FRANKLIN  PRINTING  HOUSE,  A.  Franklin 
Sittig,  qo6  Franklin  Ave.,  Houston,  Texas,  opposite 
New  Hutchins  House.  All  kinds  of  printing,  neat, 
accurate,  prompt.  Without  change  of  firm,  the  oldest 
printing  house  in  Texas. 

Printers,  Engravers  and  Binders 

SOWLK  PRINTING  & ENGRAVING  CO., 
447  W.  Main  St.,  I.ouisville,  Ky.  Catalogues,  large 
or  small,  are  the  specialty  in  our  business.  Fine  half- 
tone engraving  and  all  kinds  of  zinc  etching.  Pre- 
pared to  furnish  original  designs  for  pamphlets, 
booklets,  brochures,  etc.  We  make  miniature  cata- 
logues; by  the  use  of  these  much  can  be  saved  in  tlie 
cost  of  distributing  them.  Write  us  about  anything 
you  want  in  these  lines.  It  will  pay  you. 

Printing  Machinery 

Many  advertisers  operate  large  printing  establish- 
ments of  their  own.  Such  plants  may  be  purchased  to 
best  advantage  from  the  type  foundries  listed  under 
the  head  of  “ Type.”  Type  foundries  are  the  only  con- 
cerns from  which  complete  outfits  can  be  purchased. 

Printer’s  Rollers 

THE  VAN  BIBBER  ROLLER  CO.,  6th  and 
Vine  Sts.,  Cincinnati,  Ohio.  We  make  Van  Bibber’s 
“ Pressman’s,”  “ Franklin,”  and  “ Rough  and  Ready” 
compositions.  Any  sort  of  rollers  for  letter-press 
printing.  We  supply  numberless  printers  in  the 


United  States ,(  anada,  Mexico,  an<I  South  Amrrita. 
We  have  h.id  28  yeais  ol  experieiue,  and  make  the  best 
and  most  durable  roller.  I'or  form  rollerH  for  cylinder 
presses,  for  line  work,  our  “ Pressman’s”  c om|)Ositir>n 
stands  nloiu‘,  without  an  ecpial.  Never  mind  our 
street  or  numher  in  writing  or  siiijqung.  Everybody 
knows  us. 


Publishers 


li.  K. JOHNSON  I’Ulil.lSIIINOCO.,  Publishers, 
Richmond,  Va.  < )ur  business  is  divided  into  two  de- 
]>artmcnts:  first,  subscription  books;  second,  educa- 
tional or  school  hook  department.  New  books.  New 
ideas.  A great  opportunity  fcjr  live  teachers  and  work- 
ers. A large  proportion  01  the  educational  books  now 
before  the  puolic  were  jirepared  many  years  ago.  While 
possessing  good  features,  tliey  do  ncjt  meet  all  the  needs 
of  the  hour.  Our  books  are  new,  up  to  date,  impor- 
tant:— We  need  good  men  to  represent  us  in  tlie 
educational  and  suoscription  book  departments.  All 
or  part  of  the  time  may  oc  used  to  splendid  advantage. 


Publishers  and  Printers 


THK  AMKKICAN  PUBLISHING  CO.,  IN- 
C(  )RP<  )RA  rKl ),  20  Broad  St.,  East,  Columbus, 
( )liio.  General  publishers,  printers,  and  electrotypers, 
half-tone,  and  line  designers  and  engravers.  Long 
runs  of  presswork  a specialty.  Have  seven  linotypes 
to  set  mechanically  any  size  type  at  lowest  possible 
cost.  Complete  advertising  plans  worked  out  with 
designs  and  matter.  Most  comprehensive  plant  in 
Central  (.)hio.  Same  care  given  to  the  smallest  card 
as  to  a half-tone  art  job.  Established  1874.  Pub- 
lishers “American  Insurance  Journal printers  of 
the  “ Advertising  World.” 


Recreation 


COLUMBIA  BICYCLES.  The  mind  of  profit 
must  dwell  in  the  body  of  health.  All  well  men  may 
not  ride  bicycles,  but  few  sick  men  continue  sick 
a-wheel.  The  Columbia  Bicycles  are  the  standard  of 
the  world.  Catalogue  for  one  2-cent  stamp,  or  free  of 
Columbia  dealers.  Pope  Mfg.  Co.,  Hartford. 


Stationers 


GIES  & CO.,  Buffalo,  N.  Y.  Are  pre-eminently 
the  leaders  in  the  manufacture  of  finest  lithographed 
bank  and  office  stationery.  Make  a specialty  of  copy- 
ing and  reproducing  steel  plate  engravings.  Having 
only  the  best  designers,  most  skillful  engravers  and 
experienced  printers,  w'e  are  enabled  to  excel  all 
others  in  this  field.  See  samples  in  this  book  and 
w rite  for  others  of  the  particular  style  you  may  prefer, 
with  an  estimate  on  your  needs. 


Street=Car  Advertising 


WILLIAM  F.  CARLETON  CO.,  50  Bromfield 
St.,  Boston,  Mass.  Established  1872.  Over  60,000,000 
passengers  carried  last  year  in  500  cars.  1,500,000 
round  trips  — 12,000,000  miles  run.  Will  it  pay  you  to 
keep  your  name  perpetually  before  the  public  in  the 
most  populous,  thrifty  cities  of  New  England?  The 
price?  40  cents  per  month.  Has  been  so  for  14 
years  and  is  enough.  Boston,  Lynn,  Salem,  Lowell, 
Nashua,  Lawrence,  Haverhill,  Brockton,  Fall  River, 
New  Bedford. 


DUBOIS  CO.,  Masonic  Temple,  Chicago,  111.  In- 
terstate street  railway  advertising.  We  control  ex- 
clusively the  street-car  advertising  in  Peoria,  111.,  and 
many  other  prominent  cities  in  the  Central  States, 
including  some  of  the  best  lines  in  Chicago,  111.  To 
advertisers  who  are  looking  for  faithful  and  intelligent 
service  coupled  with  rates  that  are  moderate  w’e  offer 
our  facilities  and  experience.  Send  for  our  booklet, 
“ Nineteenth  Century  Advertisers.” 


RAILWAY  ADVERTISING  CO., 261  Broadway, 
New  York.  Controls  advertising  space  in  2200  cars  m 
practically  all  surface  lines  in  New  York  City ; in 
Newark,  Elizabeth,  Jersey  City,  N.  J.,  and  in  Provi- 
dence and  Pawtucket,  R.  1.  Traffic  on  these  lines 
about  40,000,000  per  month.  The  best  and  cheapest 
way  to  reach  business  men  and  women,  shoppers, 
theater-goers,  large  and  small  buyers,  and  consumers 
of  household  supplies,  food  products,  etc.  Write  for 
maps,  rates,  etc. 


WESTERN  ADVERTISING  CO.,  St.  Louis, 
Mo.,  controls  the  advertising  in  all  cars  in  St.  Louis, 
and  Kansas  City,  Mo.,  Louisville,  Ky.,and  Nashville, 
Tenn.,  with  local  offices  in  each  city.  Sell  only  cars 
that  are  in  regular  operation,  and  give  the  very  best 
service  possible  to  be  had.  An  advertiser  can  reach  a 
larger  number  of  people  with  a better  display  in  the 
cars  in  these  cities,  than  through  any  other  medium. 


1012 


FOWLER’S  PUBLICITY 


Stereo  typers 

C.  J.  PK'I'KRS  Sl  son,  145  High  St.,  Boston, 
Mass.  Kvery  description  of  printing  plates  by  every 
known  process  — stereotypes,  halt-lone  engraving, 
photo-engraving,  and  wax  engraving  plates  — im- 
proved machinery  and  unsurpassed  facilities  for  manu- 
facturing these  plates,  and  personal  care  and  attention 
given  to  all  work  — drawings  and  designs  of  any  char- 
acter to  order  for  plates  in  either  department.  Type- 
setting. IClectrotyping,  half-tone  plates  and  fine  cuts  a 
specialty,  saves  expense  of  making  duplicate  half-tone 
originals. 


System  of  Indexing 

THE  (H.OHE  CARD  INDEX  SYSTEM  pro- 
vides  for  keeping  lists  of  names,  subjects,  memoranda, 
— any  matter,  in  indexed  order  so  that  reference  may 
be  made  with  the  least  loss  of  time.  A time  saver  and 
valuable  aid  to  professional  and  business  men.  The 
only  index  system  that  admits  of  unlimited  expansion 
and  that  can  be  kept  free  of  dead  matter  without  re- 
writing. Descriptive  catalogue  free.  The  Cilobe 
Company,  Cincinnati,  O.  Corner  Fulton  and  Pearl 
Sts. , New  York. 


Thermometers 


STANDARD  THERMOMETER  AND  EI.EC- 
TRIC  CUMP.-\NY,  Peabody,  Mass.  Manufacturers 
of  thermometers  ; — household,  advertising,  mechanical 
— (for  use  in  boilers,  pipes,  ovens,  tanks,  etcetera); 
thermostats  for  incubators,  and  adjusting  tempera- 
ture and  giving  alarm  in  buildings ; of  telemeters  for 
showing  or  recording  temperature,  barometic  pressure, 
steam  pressure,  height  of  water  or  gas  in  tanks,  and 
speed  of  revolving  shafts  ; of  arc,  theater  and  focusing 
lamps ; of  rheostats,  switches,  switch-boards,  and 
electric  meters;  of  steam-traps  and  electric  steam 
whistles;  and  electrical  and  mechanical  appliances 
generally. 


Tooth  Picks 


TOWER’S  WORED’S  FAIR  COMPRESSED, 
POLISHED,  ROUNDED  AND  POINTED 
TOOTHPICKS  are  the  only  sliverless,  machine-made 
toothpicks  on  the  market.  They  are  constructed  by  a 
special  process  which  gives  results  far  superior  to  the 
quill  or  orange  wood  toothpicks  which  are  made  by 
hand.  They  can  be  used  without  injury  to  the  gums 
and  have  none  of  the  objectionable  features  of  the 
ordinary  cheap  toothpicks.  Send  for  descriptive  cir- 
cular to  Cutter-Tower  Co.  (established  1845),  12  A Milk 
Street,  Boston,  Mass. 


Type 

Many  advertisers  now  find  it  advantageous  and  many 
more  will  discover  it  to  be  advantageous,  to  own  their 
own  type  and  borders  for  exclusive  use  in  their  own 
advertisements.  Tlie  variety  of  type  and  border  de- 
signs is  so  large  that  no  dozen  printing  or  newspaper 
offices  could  profitably  have  them  all  on  hand  between 
them,  and  the  advertiser  will  therefore  have  no  diffi- 
culty in  making  a selection  which  will  be  unlike  any- 
thing in  use  locally,  and  printers  and  publishers  will 
usually  agree  to  use  type  so  purchased  exclusively  in 
the  advertisements  of  the  purchaser.  In  making  sucli 
purchases,  the  best  course  is  to  consult  the  nearest  of 
the  reliable  type  foundries,  located  as  follows  : — 

Baltimore:  American  Type  Founders’  Company, 
Frederick  and  Water  Sts. 

Boston  : Dickinson  Type  Foundery,  150  Congress  St. 

Buffalo : American  Type  Founders’  Company,  83 
Ellicott  St. 

Chicago:  Marder,  Luse  & Co.,  141  Monroe  .St. 

Cincinnati : Allison  &.  Smith  Type  Foundery,  7 
Longworth  St. 

Cleveland:  Cleveland  Type  P'oundery,  St.  Clair  and 
Ontario  Sts. 

Denver:  Denver  Type  P'oundery,  1616  Blake  St. 

Kansas  City:  American  Type  P’ounders’  Company, 
533  Delaware  St. 

^linneapolis : American  Type  P'otinders’ ('ompany, 
24  First  Ave.,  South. 

New  York : American  Type  Founders’  CYjmpany, 
corner  Rose  and  Duane  Sts. 

Philadelphia:  MacKellar,  Smiths  Jordan  P'oun- 
dery,  606  Sansom  St. 

Pittsburg:  American  Tyjje  P’ounders’  Company, 
323  Third  Ave. 

Portlaml,  Ore. : American  Type  Founders’  (’omj)any, 
Second  and  Stark  Sts. 

St  Louis:  Central  Type  P’oundery,  P’ourth  and  P'.lm 
Sts. 

San  P'rancisco  : Palmer  & Rey  Type  P'oundery,  405 
Sansome  St. 

Atlanta:  Dodson  Printers’  Supply  Company,  55 
South  P'orsyth  St. 


Dallas:  Scarff  & O’Connor  Company,  256  Commerce 
St. 

Toronto:  Toronto  Type  P'oundery  Company,  41 
Bay  .St. 

Montreal:  Toronto  Type  Foundery  Company,  646 
Crary  St. 

London:  M.  P.  McCoy,  54  P'arringdon  Road,  Lon- 
don, K.  C. 


Typewritten  Letters 


MESSRS.  CERRY  & MURRAY,  31  and  33  liroad 
St.  and  54  Exchange  Place,  New  York,  are  owners  for 
Southern  and  Eastern  New  York  and  Northern  New 
Jersey  of  the  various  patents  for  i)roducing  type- 
written letters  in  quantities  for  circularizing.  This 
work  is  so  perfect  that  experts  can  seldom  detect  the 
imitation,  and  the  cost  is  but  a fraction  of  that  of 
actually  writing  the  letters  on  the  machine.  They  are 
to  all  intents  actual  personal  letters.  Philadelphia 
Licensee,  John  T.  Palmer,  406  Race  St.,  Philadelphia, 
Pa. 


JOHN  T.  PALMER,  406  Race  St.,  Philadelphia, 
Pa.,  is  licensee  for  Eastern  Pennsylvania,  Southern 
and  Western  New  Jersey,  and  Northern  Delaware 
under  the  various  patents  for  producing  typewritten 
letters  in  quantities  for  circularizing.  This  work  is  so 
perfect  that  experts  can  seldom  delect  the  imitation, 
and  the  cost  is  but  a fraction  of  that  of  actually  writing 
the  letters  on  the  machine.  They  are  to  all  intents 
actual  personal  letters.  New  York  Licensees  Gerry 
& Murray,  31  and  33  Broad  St.,  54  Exchange  Place. 


Typewriters 


AMERICAN  WRITINC  MACHINE  CO  , 237 
Broadway,  New  York.  The  Caligraph  typewriter  is 
unequaled  for  the  highest  grade  ot  work  and  longest 
service.  “ It  outlasts  them  all.’’  Thoroughly  up-to- 
date.  The  No.  4 Caligraph,  the  latest  model,  recog- 
nized everywhere  as  the  BEST  typewriter  made.  Full 
keyboard  of  78  characters.  Many  effective  devices 
have  lately  been  added,  contributing  to  ease  of  opera- 
tion. Officially  adopted  by  the  Postal  Telegraph  Cable 
Company,  the  Queensland  Electric  Telegraph  Depart- 
ment, Australia,  and  in  use  generally  by  the  most 
prominent  commercial  and  law  firms.  Machines  fur- 
nished for  the  French,  Spanish,  German,  Norwegian, 
Swedish,  Russian,  and  Portuguese  languages. 


THE  NO.  2 HAMMOND  is  adapted  for  all  regular 
commercial,  professional,  and  literary  purposes.  It 
writes  a line  9 inches  long,  or  99  characters.  Paper  of 
any  width  and  length,  and  cards  of  any  size,  can  be 
inserted  in  the  carriage.  All  parts  are  highly  finished, 
and  each  machine  is  fitted  with  a base-board  and  cover 
of  selected  antique  oak,  presenting  an  attractive  and 
handsome  appearance.  Furnished  with  either  Ideal  or 
Universal  keyboard.  Complete  with  antique  oak  case, 
ribbon,  and  three  shuttles,  $100;  two  shuttles,  $97.50; 
one  shuttle,  $95.  The  Hammond  Type  Writer  Co.,  403- 
405  East  62nd  .St.,  New  York. 


THE  NO.  3 HAMMOND  (wide  carriage).  This 
instrument  is  especially  adapted  for  railroad  offices, 
insurance  offices,  banks,  and  departments  of  the  gov- 
ernment where  wide  blanks  are  used.  It  is  fitted  with 
a wide  carriage  that  writes  a line  12^  inches  long  or 
135  characters;  any  width  of  paper,  however,  can  be 
inserted.  It  contains  all  of  the  improvements  embodied 
in  the  No.  2 Hammond,  and  can  be  used  for  ordinary 
commercial  work  equally  as  well.  Ideal  or  Universal 
keyboard.  Comj)lete  with  antique  oak  case,  ribbon, 
and  three  shuttles,  $110;  two  shuttles,  $107.50;  one 
shuttle,  $105.  The  Hammond  Type  Writer  Co.,  403- 
405  East  62nd  St.,  New  York. 


TH  E NO.  4 HAMMOND  (clergyman’s  typewriter). 
This  instrument  has  a special  escapement  mechanism, 
making  a wider  space  between  characters  than  the  No. 
2 Hammond,  and  is  intended  for  use  by  clergymen 
and  tliose  who  desire  typewritten  work  easily  read  at  a 
distance.  It  has  all  the  improvements  of  the  No.  2 
Hammond.  Ideal  or  Universal  keyboard.  Complete 
with  antique  oak  case,  ribbon,  and  three  sluitlles,  $ 100 ; 
two  shuttles,  $97.50;  one  shuttle,  $95.  'I'he  ll.immond 
Type  Writer  Co.,  403-405  East  62nd  St.,  New  York. 


'PHE  HAMMOND  NO.  5 (Greek).  This  machine 
is  fitted  with  three  line  Greek  slmttle  No.  7.  It  con- 
tains all  of  the  improvements  embodied  in  the  No.  2 
H.unmond,  and  is  also  adapted  to  commercial  work,  as 
any  of  the  shuttles  can  be  used  on  it.  Furnished  with 
the  Ideal  and  Universal  keyboard.  Complete  with 
anticiue  oak  case,  ribbon,  and  three  shuttles,  $100;  two 
shuttles,  $97.50;  one  shuttle,  $95.  The  ll.inimoiul 
'ryj)e  Writer  Co,,  403-405  Fast  Cznd  St.,  New  York. 


THE  REMING'I'ON  .STANDARD  'TYBE- 
WRTTER,  NEW  MODEL  NO.  6 has  perfect  align- 


ment— absolute  control  of  paper  — paper  carriage 
wide,  light,  strong,  steady  — self-adjustable  paper 
guides,  no  rubber  bands  — any  desired  margin  on  both 
edges  of  paper  — automatic  ribbon  reverse  — block 
signal  warns  operator  when  end  of  line  is  reached  — 
rapid  spacing  mechanism  — new  and  perfect  shifting 
mechanism  — toucit  easy  — every  possible  improve- 
ment in  material  and  making.  Price,  including  cover, 
$roo.  Wyckoff,  beamans  & Benedict,  327  Broadway, 
New  York. 


TOWER’.S  NEW  FRANKLIN  TYPEWRITER 
‘Tt  $75  is  the  best  writing  machine  on  the  market.  It  is 
the  simplest,  lightest  running,  easiest,  fastest,  and  the 
most  durable  typewriter  made.  It  is  one  of  the  few 
up-to-date  typewriters  where  the  work  is  visible  the 
m^jment  the  type-bar  leaves  the  paper.  On  the 
majority  of  other  high-grade  machines  the  carriage  has 
to  be  lilted  before  the  work  can  be  seen.  Send  for 
catalogue  and  descriptive  circular  to  Cutter-Tower 
Co.  (established  1845),  A Milk  St.,  Boston,  Mass. 


Typewriter  Papers 

AMERICAN  WRITING  MACHINE  CO.,  237 
Broadway,  New  York.  Our  “ Invincible”  typewriter 
papers  embody  every  special  demand  which  a type- 
writer makes  upon  the  paper  manufacturer.  They  are 
the  result  of  years  of  experience  in  securing  just  the 
right  thing.  .Sample  book  and  supply  catalogue  may 
be  had  for  the  asking.  It  will  show  unusual  values  at 
very  moderate  figures.  Suitable  papers  for  manifolding 
work,  letter  he.ads,  legal  documents.  Compare  our 
prices  and  papers,  and  you  will  be  agreeably  surprised 
at  the  values  offered.  Letter  heads  printed,  litho- 
graphed, or  engraved  at  reasonable  prices.  Estimates 
cheerfully  offered. 

Typewriter  Ribbons  and  Carbon 
Papers 

AMERICAN  WRITING  MACHINE  CO.,  237 
Broadway,  New  York.  Sole  manufacturers  of  the 
” Invincible  ” brand  of  typewriter  ribbons  for  all 
machines.  Unequaled  for  colors,  copying,  and  wear- 
ing qualities.  Furnished  in  the  following  varieties: 
Copying  ribbons  — purple,  blue,  green,  black  copying 
blue,  black  copying  purple,  black  copying  green, 
official  indelible.  Record  — black,  purple,  blue,  green. 
Kvery  “Invincible”  ribbon  absolutely  guaranteed. 
“ Invincible  ” carbon  paper  furnished  in  all  the  regular 
sizes,  black,  blue,  and  purple,  wrapped  in  paraffine 
paper  and  put  up  in  convenieui  boxes.  Will  not  dry 
out.  Special  sizes  to  order. 


Typewriter  Supplies 

AMERICAN  WRITING  MACHINE  CO.,  237 
Broadway,  New  York.  Dealers  in  supplies  for  all 
machines.  F>eryllung  of  the  highest  grade,  and  fully 
guaranteed.  “Invincible”  typewriter  papers,  “In- 
vincible” ribbons,  “Invincible”  carbon,  typewriter 
desks,  stenographers’  chairs,  copy  holders,  erasers, 
stenograpliers’  pencils,  mimeographs,  mimeograph 
supplies,  notebooks,  typewriter  oil,  paper  fasteners, 
and  genuine  “Japanese”  copying  books,  the  only 
satisfactory  books  for  cojiying  typewritten  work.  Our 
booklet  “What  You  Feed  It  Makes  All  the  Dif- 
ference’’will  show  you  the  importance  of  using  the 
best  typewriter  supplies.  A catalogue  of  typewriter 
supplies  will  be  sent  on  applicaiiim. 


THE  HAMMOND  TYPEWRITER  CO.,  403- 
405  East  62d  .St.,  New  York.  Carbon  paper,  ribbons, 
linen  papers,  copy  holders,  carrying  cases.  Type- 
writer roll-top  cabinet,  $35;  Hammond  typewriter, 
8-(lrawer  cabinet,  $25;  Hammond  lyiKwvriter  4-dra\ver 
cabinet,  $20,  all  in  quartered  oak,  “ Hammond”  drop, 
higlily  finished  raised  panels,  automatic  drawer  locks. 
Hammond  typewriter  3-drawer  desk,  $>2;  quartered 
oak,  highly  finished,  automatic  drawer  locks.  Type- 
writer tables,  $4  to  $5.  Stemographers' chairs,  $5. 

A.  B.  UEII)  S:  CO..  84  La  .Salle  St.,  Chicago,  111. 
We  m.ike  a specially  of  typewriter  ribbons,  carbon 
paper,  copy-holders,  and  type-cleaners.  But  we  keep 
everything  for  the  typewriter,  standard  iiuality,  low 
prices.  Largest  and  quickest  mail  order  department 
in  the  trade.  ’Thirty  thousand  patrons.  'They’d  buy 
at  home  could  they  Imv  as  well.  We're  rated  anil 
relial)le.  In  l)usiness  since  18S0.  C'ataloguc  for  the 
asking. 

Wrapping  riachines 

A simple  machine  for  wrajiping  books,  pamphlets, 
or  circulars,  costing  from  $.t  to  $5,  is  procurable  iioju 
the  type  foundries,  listed  under  “ typo.”  Wiap- 
piiig,  which  is  usually  a tedious  and  unpleasant  pioc- 
ess,  is  done  (]uickly,  cleanly,  and  more  ellicicntly  by 
use  of  these  machines. 


Aiiiiex-Niidity  in  Publicity 

“ Art,  not  advertising  ” 

HE  history  of  art  beg'an  with  nudity,  and  will  end  with  it.  Moral 
reformers,  conscientious  anyway,  and  perhaps  right,  and  perhaps 
wrong,  have  objected  to  the  display  of  the  undraped  human  figure,  and 
there  have  been,  and  always  will  be,  intelligent,  as  well  as  unintelli- 
gent, people  who  so  much  believe  in  the  sacredness  of  the  form,  as 
not  to  find  excuse  for  its  unclothed  display. 

The  human  figure,  and  especially  that  of  the  female,  from  a truly  artistic  and  ethical 
standpoint,  is  really  art  divine,  and  has  been  too  many  times  proven  by  story,  poem, 
song,  brush,  and  chisel  to  forever  disarm  any  morbid  argument  against  it,  but  for  all 
that  there  are  many  who  object  to  nudity,  and  so  long  as  they  do,  it  is  the  business  of 
business  to  let  nudity  alone. 

Politics,  religion,  and  nudity  have  no  part  of  advertising,  and  he  who  uses  any,  or 
all,  takes  unprofitable  chances. 

The  true  artist  appreciates  the  catalogue  cover,  or  the  lithograph,  portraying  the 
almost  dreamy  and  poetical  beauty  of  the  human  figure,  but  so  long  as  there  are  so 
few  artists,  and  so  many  who  are  not  artists,  judgment  suggests  that  the  extremes  of 
art  be  kept  out  of  publicity. 

There  are  so  many  ways  and  means  of  successful  advertising  as  to  not  admit  of  ex- 
cuse for  the  use  of  anything  questionable,  even  though  the  questioner  questions  with- 
out reason. 

The  buyers  are  of  the  great  middle  class,  and  many  of  them  object  to  a display  of 
nudity,  and  the  advertiser  has  no  right  to  question  their  right,  and  he  is  foolish  indeed 
if  he  allows  his  own  opinion  to  entirely  frame  the  character  of  the  advertising,  which 
is  of  no  value  to  him  unless  it  is  acceptable  to  the  receivers  of  it. 

The  truly  artistic  advertiser  who  believes  in  the  purity  and  artisticness  of  nudit}' 
has  room  enough  in  his  art  room  for  all  he  wants  of  it,  and  there  it  had  better  stay. 


1013 


Great  Successes,  Annex 

The  followin'^  articles  were  received  too  late  to  appear  in  the  body  of  the  book. 


Melbourne  Honueopathic  Pharmacy 

Melbourne,  Australia.  Martin  & Pleasance 

In  reply  to  yours  asking  us  to  give  you  our 
opinion  of  advertising,  we  can  comply  with 
your  request  in  almost  one  sentence  : — 

Judicious  advertising  means  success  and 
wealth. 

Non-advertising  means  obscurity  and  drug- 

gery- 

Assumince  that  a firm  has  a good  line  to 
offer  the  public,  and  are  aware  of  the  fact,  it 
must  and  will  pay  them  to  make  such  a fact 
known. 

This  is  the  result  of  our  fort}^  years’  expe- 
rience, which  leaves  no  regret. 

Griffiths  Brothers 

Tea,  Coliee,  and  Cocoa  Merchants  — Sidney  and 
Melbourne,  Australia. 

The  solid  reputation  of  our  firm  has  been 
built  up  mainly  by  giving  the  public  conscien- 
tious value,  very  little  aid  being  given  by 
ordinary  advertising,  so  we  cannot  very  well 
tell  you  how  we  made  advertising  pay  our- 
selves. 

We  need  hardly  say,  however,  that  we 
consider  judicious  advertising  to  be  very  help- 
ful to  business  generally,  in  fact  in  these 
days  of  publicity  it  is  almost  a necessity. 

We  are  rather  learners  than  artists  in  the 
art. 

Gordon  & Gotch 

Hrisbane,  Australia.  Ajjeuts  for  the  World’s 
Press. 

The  Colony  of  Queensland  is  the  youngest 
in  the  Australian  group,  and  occupies  the 
northeastern  portion  of  the  continent,  and  has 
an  area  of  669,000  square  miles,  and  a popu- 
lation of  about  half  a million. 


Among  its  principal  industries  are  wool- 
producing,  cattle  raising,  dairying,  meat  pre- 
serving and  freezing,  sugar  and  tobacco 
growing  and  manufacture,  and  gold  and  coal 
mining. 

Wheat,  maize,  coffee,  and  rice  are  also 
grown,  while  all  the  tropical  and  semi-tropical 
fruits  flourish  in  various  parts  of  the  colon^a 

The  newspaper  press  is  well  represented, 
there  being  three  good  daily  papers  in  this 
city,  such  towns  as  Rockhampton,  Towns- 
ville, and  Charters  Towers,  having  two  each, 
while  every  town  of  any  importance  has 
either  its  weekly,  bi-weekly,  or  tri-weekly 
journal  to  chronicle  its  events,  ventilate  its 
grievances,  and  make  known  its  wants. 

Some  times  duringr  season  of  flood  some  of 
the  newspapers  are  reduced  to  extremities  for 
a supply  of  paper,  recourse  has  then  to  be 
made  to  the  local  store-keeper’s  wrapping 
paper,  quality,  colour,  or  substance  being  no 
obstacle  to  its  use  at  such  times. 

As  smart  and  pushing  advertisers,  our  citi- 
zens do  not  take  a back  seat,  billboard  displays 
being  a great  feature  in  all  our  cities  and 
towns. 

One  of  the  most  popular  mediums,  and  de- 
servedly so,  is  railway  station  advertising, 
and  the  use  of  billboards  iu  the  leading  towns. 

Many  of  the  largest  American  and  Brit- 
ish advertisers  advantageously  advertise  in 
Qiieensland. 

Australia  by  reason  of  the  vocation  of  its 
inhabitants,  particularly  those  engaged  in 
farming  and  grazing  pursuits,  who  live  hun- 
dreds of  miles  from  the  large  centers  of  pop- 
ulation, is  a good  subject  for  courageous 
advertising,  hut  we  distinctly  attribute  our 
success  in  out-distancing  our  opponents  in 
business  entirely  to  two  things,  viz. ; 

First — A first-class  article. 

Second  — A free  use  of  the  advertising 
press  to  ram  that  fact  home. 


101 


Fancies  (3f  Type 

“ Figures  of  Publicity  ” 


The  two  closing  pages  of  Fowler’s  Publicity  very  appropriately  present  some  odds 
and  ends  of  type,  useful  in  advertising.  All  these  designs  are  fresh  from  the 
artist’s  studio,  and  can  be  obtained  at  a nominal  cost  from  the  leading  type  founders. 


LAUREL,  WREATHS 


1015 


ioi6 


FOWLER’S  PUBLICITY 


